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Tim Loo Foolproof
Turning CX Strategy into CX Reality at Shell UX STRAT Amsterdam, June 2016
Sarah Oey Shell Commercial Fleet
+
@timothyloo #uxstrat
the strategist’s continuum
being clever
making stuff happen
being clever
making stuff happen
strategy frameworks methodology & toolkit “hard” UX skills
managing politics creating internal advocacy
standards & guidelines business cases
KPIs & dashboards target operating model
change management organisational design
compensation & incentives programme office
Tim Loo Foolproof
Sarah Oey Shell Commercial Fleet
+
being clever making stuff happen
@timothyloo #uxstrat
A little bit about Shell Commercial Fleet
@timothyloo #uxstrat
@timothyloo #uxstrat
@timothyloo #uxstrat
@timothyloo #uxstrat
Our business problem
@timothyloo #uxstrat
COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI)
2013 2014 2015 2016
@timothyloo #uxstrat
COMMERCIAL FLEET: THE VALUE OF CX
Detractors Passive Promoters
Profit per customer
@timothyloo #uxstrat
Let’s create a CX strategy
Shell Commercial Fleet CONFIDENTIAL 15
COMMERCIAL FLEET �CUSTOMER EXPERIENCE ��
DEFINING SUPERIOR CUSTOMER EXPERIENCE
MARCH 2015 �
Shell Commercial Fleet CONFIDENTIAL 16 March 2015
The evidence is clear: our Commercial Fleet customer experience, either creates value or destroys value in terms of customer margin, volume & tenure. And it makes a big difference for our own satisfaction, motivation and pride in our commercial offering. In 2015, we need to commit to and create real change in the way we think about and deliver customer experience
TRANSFORMING OUR CUSTOMER EXPERIENCE
Shell Commercial Fleet CONFIDENTIAL 17 March 2015
UNDERSTAND THE CURRENT
STATE
AGREE OUR INTENT
FOCUS OUR EFFORTS
MAKE IT HAPPEN
1 2 3 4 UNDERSTAND THE CURRENT
STATE
AGREE OUR INTENT
FOCUS OUR EFFORT
MAKE IT HAPPEN
CUSTOMER EXPERIENCE: A DIFFERENT APPROACH
Shell Commercial Fleet CONFIDENTIAL
CF CUSTOMER EXPERIENCE PLANNING PROCESS
18 March 2015
UNDERSTAND THE CURRENT
STATE
§ Who are the key people & roles in our customer organisations?
§ What’s the reality for customers today and how do they feel?
§ Where is customer value being created and where is it being destroyed by our customer experience?
AGREE OUR INTENT
FOCUS OUR EFFORTS
MAKE IT HAPPEN
§ What do we and our customers want our customer experience to be?
§ What is our shared language to describe our intended customer experience as customer outcomes?
§ How should we communicate this to our team and partners?
§ Where do we need to focus now?
§ How will we review & realign our priorities and activities to create impact where it’s needed most?
§ What do we stop doing to create the right resource allocation and focus?
§ How will we communicate differently and deliver service solutions which actually work better for customers?
§ How can engage customers in the process?
§ What will be our new measures of success?
1 2 3 4 UNDERSTAND THE CURRENT
STATE
AGREE OUR INTENT
FOCUS OUR EFFORT
MAKE IT HAPPEN
Shell Commercial Fleet CONFIDENTIAL 19 March 2015
Shell Commercial Fleet CONFIDENTIAL 20 March 2015
Shell Commercial Fleet CONFIDENTIAL 21 March 2015
Shell Commercial Fleet CONFIDENTIAL
ENGAGING CUSTOMERS & THE FRONTLINE
22 March 2015
UNDERSTAND THE CURRENT
STATE
AGREE OUR INTENT
FOCUS OUR EFFORTS
MAKE IT HAPPEN
1 2 3 4 UNDERSTAND THE CURRENT
STATE
UNDERSTAND THE CURRENT
STATE
A. CUSTOMER RESEARCH WITH PLATINUM CUSTOMERS (2014-15) �- The Decision Maker, The Manager, The Assistant, The Finance Controller, The Driver
B. CUSTOMER JOURNEY MAPPING WITH THE FRONTLINE (FEB 2015)
C. QUANTITATIVE ANALYSIS OF NPS, CSI & CUSTOMER VALUE �
Hong Kong London Warsaw
CUSTOMER PERSONAS CUSTOMER JOURNEY MAPS CF NPS ANALYSIS
Shell Commercial Fleet CONFIDENTIAL
ALIGNING & FOCUSSING THE LEADERSHIP TEAM
23 March 2015
UNDERSTAND THE CURRENT
STATE
AGREE OUR INTENT
FOCUS OUR EFFORTS
MAKE IT HAPPEN
1 2 3 4 UNDERSTAND THE CURRENT
STATE
AGREE OUR INTENT
CFLT CUSTOMER EXPERIENCE SESSION �(6 MARCH 2015, WOKEFIELD PARK)
WALKING THROUGH THE CUSTOMER REALITY AND THE IMPACT ON THE CUSTOMER
AND SHELL
STARTING TO USE CUSTOMER LANGUAGE TO DESCRIBE OUR
TARGET CUSTOMER OUTCOMES
BEING SPECIFIC ABOUT WHAT WE NEED TO BE FOR OUR
CUSTOMERS AND OUR INITIAL PRIORITIES
FOCUS OUR EFFORTS
FOCUS OUR EFFORT
Shell Commercial Fleet CONFIDENTIAL 24 March 2015
Shell Commercial Fleet CONFIDENTIAL 25 March 2015
Shell Commercial Fleet CONFIDENTIAL
MAKING IT HAPPEN: OUR PRINCIPLES
26 March 2015
UNDERSTAND THE CURRENT
STATE
AGREE OUR INTENT
FOCUS OUR EFFORTS
MAKE IT HAPPEN
1 2 3 4 UNDERSTAND THE CURRENT
STATE
AGREE OUR INTENT
AGREE OUR INTENT
FOCUS OUR EFFORTS
MAKE IT HAPPEN
CREATE OUTCOMES (NOT JUST OUTPUTS) We will focus on customer needs and actually achieving outcomes (not just delivering outputs). This means engaging & testing with customers through the solution design process.
EXPECTATIONS + WHAT ACTUALLY HAPPENS Customer experience is the result of how well the service experience we deliver meets expectation. We will use both the levers of customer communication and service design to achieve our outcomes.
CONTINUOUS IMPROVEMENT (THE 1-3-1-3 PLAN) We need show immediate and continuous improvement (customer experience is an ongoing promise not just a project). “What can we do in 1 month, 3 months, 1 year, 3 years?”
WHAT WILL BE DIFFERENT ABOUT OUR APPROACH?
@timothyloo #uxstrat
So we had a vision & a plan
@timothyloo #uxstrat
Making it happen
@timothyloo #uxstrat
5 lessons
@timothyloo #uxstrat
1. KNOWING & CARING ABOUT THE CUSTOMER Shareable, visualised insight is critical in creating understanding & empathy
@timothyloo #uxstrat
2. MAKE COMMITMENTS & KEEP DISCIPLINED
Focus on a few things (and stay focussed)
@timothyloo #uxstrat
3. NUMBERS
Keep connecting CX & business value
@timothyloo #uxstrat
4. ENCOURAGE NEW RITUALS, HABITS & INSTINCTS
This is not a project
@timothyloo #uxstrat
5. COMMUNICATE, ENGAGE & EMPOWER
Let it go, let it grow
@timothyloo #uxstrat
Results so far
@timothyloo #uxstrat
COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI)
2013 2014 2015 2016
@timothyloo #uxstrat
COMMERCIAL FLEET: CUSTOMER SATISFACTION INDEX (CSI)
2013 2014 2015 2016
@timothyloo #uxstrat
thank you