change the way you think to create breakaway cx · 2018-06-20 · do structured dancing to solve...
TRANSCRIPT
6/20/2018
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#CXNYC
Joana Quintanilha
Principal Analyst
Forrester
@CX_Joana
#CXNYC
Change The Way You Think
To Create Breakaway CX
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“Dancing can change the way you think.”– Dr. Peter Lovatt
© 2018 Forrester Research, Inc. Reproduction Prohibited
Do structured
dancing to solve
convergent
problems.
Photo: Pixabay.com
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Do crazy dancing
to solve divergent
problems.
Photo: Pixabay.com
© 2018 Forrester Research, Inc. Reproduction Prohibited
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© 2018 Forrester Research, Inc. Reproduction Prohibited
CX quality has largely stalled.
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© 2018 Forrester Research, Inc. Reproduction Prohibited
FunctionalI attend a weekly dance class because the teacher
is good and the class at a convenient time.“I Get”
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EmotionalDancing produces endorphins which makes
me feel good.
“I Feel”
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Self-ExpressiveThe discipline of going to the same class every
week helps me stay in shape.“I Am”
© 2018 Forrester Research, Inc. Reproduction Prohibited
SocialI feel part of a community of people who want
to exercise but also want to have fun.
“I Belong”
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“Setting up an insurance policy feels like
putting a blanket around my family because
I’m trying to keep them secure and safe.”
Belonging. Novelty. Efficacy. Trust.
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Micro-aggravations.
© 2018 Forrester Research, Inc. Reproduction Prohibited
Photo: Pixabay.com
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Moments
Moments
Service inconsistencies.
Hidden fees.
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Moments
Agent empathetic
and proactive.
Clear communication.
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Photo: vimeo.com
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Creating a new in-store purchase experience
in eight weeks.
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Average basket value,
frequency of purchase,
reduction in queues.
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Set the context for success.
Define moments that matter.
Develop moment matrix.
Map multi-channel journeys.
Orchestrate and optimize engagements.
Source: Ansira
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Set the context for success.
Define moments that matter.
Develop moment matrix.
Map multi-channel journeys.
Orchestrate and optimize engagements.
Source: Ansira
Set the context for success.
Define moments that matter.
Develop moment matrix.
Map multi-channel journeys.
Orchestrate and optimize engagements.
Source: Ansira
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Engagement, loyalty, outcomes.
© 2018 Forrester Research, Inc. Reproduction Prohibited
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Cognizant
Journey
Stage
© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Cognizant
Farmer
Activities
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Cognizant
Advisor
Activities
© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: Cognizant
Technology
Features
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Water savings, tool adoption,
and harvest yield.
It’s a way to understand the world in flux,
of humanizing technology, and shaping culture…
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Technique
Performance
Difficulty Level
Photo: Pixabay.com
Tools For Divergent Thinking
Ethnographic Research
Customer Diary Studies
Storyboarding
Deep Hanging Out
Jobs To Be Done
Future-State Journey Map
Tools For Convergent Thinking
Customer Life-Cycle Map
User Stories
Capability Assessments
Rapid Ethnography
Minimum Viable Experience
Current-State Journey Map
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© 2018 Forrester Research, Inc. Reproduction Prohibited
Source: LiquidHub
Identifies what the customer is doing, in context, on what screen/device and for what purpose. Exposes thinking, feeling and doing.
“CUSTOMER” JOURNEY
Identifies what the employees are doing to support the customer experience. Includes in-context description of systems interaction, departmental hand-offs, data exchanges, direct customer contact, etc.
“EMPLOYEE” JOURNEY
Identifies the flow of the business. It describes: transaction movement, decisions, dependencies, roles, activities, information and artifacts.
BUSINESS CAPABILITIES + PROCESSES
Identifies all of the behind the scenes applications and software necessary to support the customer and employee experiences.
APPLICATIONS + INTEGRATION
Identifies the data, technology stack, and architecture that supports each customer and employee experience. Includes hand-offs, data exchanges, middle ware, etc.
DATA + INFORMATION MANAGEMENT
The drill down through the layers allows us to identify all pain points (customer, employee, technology) and provides guidance for making meaningful improvements.
OPPORTUNITIES + PAIN POINTS
Current-
State Journey
Mapping
Spatial MapsLean Six
Sigma
Waste
Reduction
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Jobs To Be
Done
Future-State
Journey
Mapping
Rapid
Prototyping
Product
Development
Storyboarding
Future-State
Journey
Mapping
Business
Model Canvas
New Business
Models
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What is the win percentage for
divergent-convergent experiments?
Ask not how a customer fits in your company,
ask how your company fits in that customer’s life.
