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Let your customers run the company
David De Block // david.deblock@internetarchitects.be
Think about a project that you really, really wanted to
achieve ...
Which ones turned out to be a big success?
Which ones didn’t?
My most beloved CX project didn’t make it
The events depicted in this presentation took place in or near Belgium between 1999 and 2016.
At the requests of our clients, names are being treated as confidential.
Out of respect, the rest has been told exactly as it occurred.
We had it all though
But we lacked technology capabilities
First came the hangover
We did warn them
It is the “Age of the Customer”
“Only 25% of CX professionals say their
company’s CX programs actually improve customer experience”
Forrester 2015
- Guiding principles- CX canvas
Based on successes and failures
(maybe it helps …)
GUIDING PRINCIPLES
17
#1. The best interface is no interface
› 1/ The best interface is no interface› 2/ Simplify the customer journey› 3/ Focus on most important customer jobs
18
#1. The best interface is no interface
Cooking EatingSelect products ShoppingWeek menu
19
#2. Facts over opinion
© Gerry McGovern
20
#3. Get your priorities straight
© Gerry McGovern
21
#3. Get your priorities straight
© Gerry McGovern
22
#4. Never accept performance regression
© Gerry McGovern
23
#4. Never accept performance regression
© Gerry McGovern
24
#5. Do not ignore the inside-out
© IBM, 2015
25
#5. Do not ignore the inside-out
© IBM, 2015
26
#5. Do not ignore the inside-out
© IBM, 2015
27
#6. Replace egosystems with ecosystems
“Implementing the improvements required coordinated effort from
multiple IT teams, usability and experience design people, and even
content editors.”Martin Hardee, Director for
Cisco.com
Customer“Desirable”
Business“Viable”
Technology“Feasible”
CX
28
#7. Take digital maturity into accountDisruptor Market leader
29
#7. Take digital maturity into account
© Gerry McGovern
30
#8. Improve continuously
31
1.The best interface is no interface2.Facts over opinion3.Get your priorities straight4.Do not accept performance regression5.Do not ignore the inside-out6.Replace egosystems with ecosystems7.Take digital maturity into account8.Improve continuously
8 guiding principles
CX canvas
Customerdefines and evaluates
Organisationdesigns and
deliversCX
Leaders
Laggards
Customerneeds
Organisationgoals
value proposition
Winning
You
Losing
Competition
You
Competition
Room for disruption
You
Competition
“Our mission is to bring the world's local
restaurants into everyone's home or
office - fast.”
Customerjourneys
Organisationcapabilitiesroadmap
2018
You
2017
Competition
You
Competition
2019
You
Competition
Customersatisfaction
Organisationperformanceservice
Customerjourneys
Organisationcapabilitiesroadmap
Customerneeds
Organisationgoals
value proposition
Customersatisfaction
Organisationperformanceservice
CX canvas
My most beloved CX project
Customerjourneys
Organisationcapabilitiesroadmap
Customerneeds
Organisationgoals
value proposition
Customersatisfaction
Organisationperformanceservice
My most beloved CX project
Do not ignore the inside-outReplace egosystems with ecosystemsTake digital maturity into account
David De Block // david.deblock@internetarchitects.be
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