hccx - playing to win in customer experiences
Post on 13-Sep-2014
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A New CX Framework For A New CX EraTRANSCRIPT
© 2014 The Customer Experience Group
HCCXIn Customer Experiences
Playing To Win
cxg
Human-CenteredCustomer Experiences
(CX)
Definition
cxg© 2014 The Customer Experience Group
Experience Design
made complete
Pain Points Addressed
Weakening differentiation with competitors1
2
3
Short-lived results
Disintermediation
The data is in:The number of truly awful customer experiences is dropping like a rock. That’s good news for consumers and business buyers alike.It’s bad news, however, for the mass of companies that are now all "just average.“They’ve lost their ability to use the same old customer experience to grow share of wallet, retain customers, and get recommendations.
Forrester 2014
Why HCCX
© 2014 The Customer Experience Group
THE CROWD IS FAST BECOMES THE COMPANY
#Why HCCX
© 2014 The Customer Experience Group
TRUST IS BECOMING THE NEW CURRENCY
#Why HCCX
© 2014 The Customer Experience Group
Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem.
Stephen Elop, Ex-CEO Nokia
© 2014 The Customer Experience Group
#Why HCCX
ECOSYSTEMS ARE THE NEW BATTLEGROUND
To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can make customers seem happier than they actually are and divert attention from the bigger, more important issue: the customer’s end-to-end journey.
McKinsey 2013
The Truth About CX
© 2014 The Customer Experience Group
Tactics
Bigger, More Important
© 2014 The Customer Experience Group
“the customer’send-to-end
Journey”
Culture
Strategy
CXstrategy
CX/SX/UXoptimization
Culturealignment
rally
resonate
integrate
© 2014 The Customer Experience Group
Tighter
People
Processes
TechnologyDeeper
© 2014 The Customer Experience Group
Staying relevantin a new,
more disruptiveCX era
Psychology
Transforming forsustainable growth
Purpose
cxg© 2014 The Customer Experience Group
© 2014 The Customer Experience Group
Alignment1
2
3
Conscious + subconscious customer motivators
Silo-neutral
Ecosystem-centric
INVIGORATING HUMAN POTENTIAL
#1
© 2014 The Customer Experience Group
CREATING CUSTOMER HAPPINESS
#2
© 2014 The Customer Experience Group
CHAMPIONING PURPOSE IN LIFE
#3
© 2014 The Customer Experience Group
BUILDING CUSTOMER TRUST
#4
© 2014 The Customer Experience Group
CO-CREATING CUSTOMER LOVE
#5
© 2014 The Customer Experience Group
© 2014 The Customer Experience Group
Key Applications1
2
3
Corporate CX ‘superglue’
Acceleration of end-to-end advantage
More productive customer analytics
Psychology-drivenCustomer Experience
Management
Discipline
cxg© 2014 The Customer Experience Group
WORKS THE ‘WHOLE HUMAN BEING’
#1
© 2014 The Customer Experience Group
SUBCONCIOUS NEED OPTIMIZATION
#2
© 2014 The Customer Experience Group
DYNAMIC CUSTOMER SEGMENTATION
#3
© 2014 The Customer Experience Group
Aligns the interests, attitudes and life
circumstances that color customer experiences sought and received
How It Works
cxg© 2014 The Customer Experience Group
Inspire emotional purpose into employees
Sustainable Growth
© 2014 The Customer Experience Group
Culture Strategy Tactics
Designexperiences holistically
Make arelationship,
not a sale
Four Basic RequirementsClearly define your starting point
Clearly define your ending point
Develop a set of process design principles
Design a discovery process
1
2
3
4
Pivot
Experience Vision
Human-Centered Design
Big CX Opportunity Inspire
Aim
Formulate
OptimizeUsefulEasy
Enjoyable
EmpathicSincere
Compelling
TrustworthyRelevantUplifting
© 2014 The Customer Experience Group
Putting It Together
Digital
Physical
#Pivot
© 2014 The Customer Experience Group
Cultural
Relationshiptipping points
Transactionaltipping points
#Big CX OpportunityDifferentiating,
unifying
Analytically correct
Emotionallycompelling
© 2014 The Customer Experience Group
Rally
Incentivize
#Experience VisionConscious +
Subconscious
Social heat spots
Contextualheat spots
© 2014 The Customer Experience Group
heat spotsBrand’s Unique
Selling Experience(USE)
Psychologyoptimization
#HC Design
CX
SX
UX
Augment
Validate, Authenticate
Gratify
© 2014 The Customer Experience Group
Feasibility
Viability
Desirability
CultureStrategy
Tactics
EVMPTM
Roadmap
CustomerExperienceArchitecture Experience
VisionMapping Path
ToMaturity
© 2014 The Customer Experience Group
CXA
Engagement DNA
Emotional
Ecosystem
Community
Journey Metrics
© 2014 The Customer Experience Group
Circumstances
Interests
Attitudes
Hallmarks
Movements
Hygiene
Communitypurpose
Emotionalpersona
Socialpersona
Algorithm
Ecosystem
Emotional
Community
© 2014 The Customer Experience Group
Sharpen
Broaden
Synch
Emotionaldrivers
Socialdrivers
Sentiments
Untrusted
Neutral
Trusted
AlgorithmJourney
Metrics
© 2014 The Customer Experience Group
Match
Validate
BigCX Opportunity
EcosystemDNA
EmotionalDNA
rally
#Culture
© 2014 The Customer Experience Group
Zone-in
Zone-out
Excite
ExperienceVision
JourneyDNA
CommunityDNA
integrate
#Strategy
© 2014 The Customer Experience Group
Mobilize
Synchronize
Customize
DynamicCustomer
CX/SX/UXdesign
Segmentation
MetricsDNA
resonate
#Tactics
© 2014 The Customer Experience Group
Align
Flow
Optimize
“I’ve learnt thatpeople will forget what you said,people will forget what you did,
but people will never forgethow you made them feel.”
Maya Angelou
What’s Really Important
© 2014 The Customer Experience Group
ExperienceJourney
ExperiencePersona
ExperienceMetrics
CustomerJourney Customer
Persona
CustomerMetrics
Emote
Lift
Deepening Design
Discover
#Experience Journey Discover
Consider
Use
Share EmotionalMemory
© 2014 The Customer Experience Group
Perceptions,Behavior
Invigorate
Empathize
Bond
Appreciate
#Experience Persona
Gratification
© 2014 The Customer Experience Group
Relevant,Useful,Easy,
Enjoyable
Authentication
Trustworthy
Validation
Empathic,Sincere
Uplifting,Compelling
AugmentationExtraordinary
#Experience Metrics
Conscious© 2014 The Customer Experience Group
Unsaid
Subconscious
Said
Done
Behavioral
Felt
Sentiments
Best Practices
Agility
Innovation
Ownership
ResponsivenessMeasurability
Extraordinary
Beta
1 3
45
6
7 2
© 2014 The Customer Experience Group
Understand and work-in
subconsciousmotivators
#1
© 2014 The Customer Experience Group
Recognition
Control
Power
Security
Belonging
Conviviality
Enjoyment
Vitality
Whole
agility
Infuse
human being
™Censydiam© 2014 The Customer Experience Group
Innovate aggressively
but responsibly
#2
© 2014 The Customer Experience Group
Intersect
innovation© 2014 The Customer Experience Group
ExperienceInnovation
BUSINESS(viability)
TECHNOLOGY(feasibility)
PEOPLE(desirability)
Inspire,not instruct.
#3
© 2014 The Customer Experience Group
attitude
empathy
sincerity
Inspire
ownership
customertrust
© 2014 The Customer Experience Group
lasting
Recognize that customer needs
are fluid
#4
© 2014 The Customer Experience Group
Augment
Validate
Gratify Authenticate
Invigorate
responsiveness© 2014 The Customer Experience Group
Allow formore insightful
customer measurement
#5
© 2014 The Customer Experience Group
Conversion Churn CustomerValue
Advocacy Loyalty IntentTrust Relevance Happiness
EmotionalDrivers
SocialDrivers
Sentiments Reciprocation
Business DriversMotivators
Integrate
measurability© 2014 The Customer Experience Group
Synchronizedesign for
richness and color
#6
© 2014 The Customer Experience Group
CX
SX
UX usefuleasyenjoyable
trustworthyrelevantuplifting
compelling
empathicsincere
Imbue
extraordinary© 2014 The Customer Experience Group
Always be in beta.Don’t give disruptors
an easy time.
#7
© 2014 The Customer Experience Group
iteration
Align
Scale
Inculcate
beta
PerpetualOptimize beta
Rapid
© 2014 The Customer Experience Group
Process Maturity
Difference
cxg© 2014 The Customer Experience Group
CX
Category-centric
Works within defined business models
Engages customers as tightly-boxed stereotypes
HCCX
Ecosystem-centric
Fine-tunes business models
Engages customers as ‘whole human beings’
#1
© 2014 The Customer Experience Group
Marketing 1.0
#2Marketing 2.0 Marketing 3.0
Mind Heart Spirit
Product-Centered
Customer-Orientated
Values-Driven
Economic-Value
People-Value
Environment-Value
Profits Social Progress Human Happiness
Least resilient Most resilient
CX HCCX
© 2014 The Customer Experience Group
Stronger, more agileCX execution
What It Means
cxg© 2014 The Customer Experience Group
Stronger CapabilitiesBrandArchitectures
CXArchitectures
CustomerJourneyMapping
ExperienceVisionMapping
StaticCustomerPersonas
DynamicCustomerPersonas
© 2014 The Customer Experience Group
More sustainable and profitable customer
relationships
Business Benefits
cxg© 2014 The Customer Experience Group
Stronger company teamwork
Futureproofing
© 2014 The Customer Experience Group
Culture Strategy Tactics
Better business defensibility and
agility
More reciprocative and lasting
relationships
Welcome to a new, more competitive era for CX.From now on, it's not enough to think you know your customers — you have to really know what they care about most.What’s more, you'll need to understand the critical roles that your people, processes, and technologies play in delivering a compelling experience.
Moving Forward
Forrester 2014
© 2014 The Customer Experience Group
“WE CANNOT SOLVE OUR PROBLEMS
WITH THE SAME THINKING WE USED WHEN WE CREATED
THEM.”ALBERT EINSTEIN
© 2014 The Customer Experience Group
HCCXCustomer ExperiencePlayed To Win
cxgHCCX
© 2014 The Customer Experience Group
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