CXCO - CX Australia presentation 2013: An experience vision - The bridge between experience strategy and execution

CX Australia – 6th May 2013

Commercial in Confidence | Copyright © CX Consulting Pty Ltd 2013

An experience vision

What is it?

Copyright © CX Consulting Pty Ltd 2013

How many pages?


Imagine carrying this home


How long will it take to read?



of companies have a well-developed

customer experiencestrategy

26% 93% of respondents ranked

customer experience as one of the top

strategic priorities for their organisation

Source: eConsultancy customer experience report, Forester, state of customer experience 2012


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www.cxco.com


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Reduce costs and time

Reduce siloed thinking

Reduce duplication and effort

Leverage existing data, IP, documents

Increase engagement and buy-in

Increase understanding of what you’re trying to achieve

Increase alignment and build momentum

Why - it will help you


of customers would pay more for a

better customer experience

81% 64% of brands got a rating

of ‘OK’ ‘poor’ or‘very poor’ fromtheir customers



Customer Experience Maturity


Stages of Maturity

InterestedCustomer experience is important but receives little attention

InvestedCustomer experience is very important, and formalised programs emerge.

CommittedCustomer experience is critical and execs are actively involved

EngagedCustomer experience is a core piece of the firm’s strategy

EmbededCustomer experience is ingrained in the fabric of the company

1

2

3

4

5

The SEE Framework ©

STRATEGIC

DETAIL

Organisational Dimension

Strategy

EngagementExperience

EXTERNAL ENVIRONMENT

INTERNAL ENVIRONMENT


Source: Quiet leadership by David Rock

Philisophical Solution Focused

Pr

oble

m F

ocus

ed

Detailed


Source: Quiet leadership by David Rock


Pr

oble

m F

ocus

ed

Detailed

Imagine possibilities

Meaning and impact of problems

Problem identification

Detailed solutions and specifications




Pr

oble

m F

ocus

ed

Detailed

...!


?#$!!


Awareness/Trigger Research Decision Sales Onboard Use mobile Receive bill

Solution was focused here


Awareness/Trigger Research Decision Sales Onboard Use mobile Receive bill

Solution was focused here

Holistic thinkingBEFORE

defining solutions


1. Understand business

2. Understand customers

3. Collaborate together 6. Communicate

4. Define strategy

5. Create Vision

Creating a vision

Builds engagement, alignment,

understanding and momentum

1. Gain agreement

2. Map problems

3. Build empathy 6. Explore solutions

4. Challenge perspectives

5. Look holisticallyWorkshopstructure

Workshop structure


Productcreation Research Decision Sales Onboard Use

mobileReceivebill

...?!



Current and future world

Focusareas

Tangible solutions

Problems Benefits

Components of an experience vision

Value proposition

Design principles

Who is your audience

Easy to understand

No explanation needed

Memorable

Enough detail to be tangible

Realistic


Vision considerations


What is key here is…

Engagement

Alignment

Understanding

Ownership

Momentum



Engagement

Alignment

Understanding

Ownership

Momentum

A process



Engagement

Alignment

Understanding

Ownership

Momentum

A process

Shared objectives



Engagement

Alignment

Understanding

Ownership

Momentum

A process

Shared objectives

Empathy and experiences



Engagement

Alignment

Understanding

Ownership

Momentum

A process

Shared objectives


Shared responsibility



Engagement

Alignment

Understanding

Ownership

Momentum

A process

Shared objectives


Shared responsibility

Ahamoments


Consider how you can..

Leverage tacit knowledge and IP

Synthesis inputs to create workable tools

Facilitate workshops with front and back office

Consider how to create aha moments

Use the momentum to operationalise


Find out more at cxco.com or email [email protected]



Creating a customer centred organisation takes focused effort, leadership, and a well define customer experience Strategy

An experience vision articulates your strategy, engages all levels of your organisation, and is tangible enough to use through project delivery.

A collaborative approach is needed to create the vision to increase engagement, alignment, understanding and momentum.


Key take aways…

1

2

3


Questions


@aineom

@cxconsulting

[email protected]

www.cxco.com



http://www.cxco.com

http://www.cxco.com

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CXCO - CX Australia presentation 2013: An experience vision - The bridge between experience strategy and execution