Customer Experience & Design Thinking

February 9, 2017

Customer Experience & Design Thinking Vicki Amon-Higa, CCXP Amon-Higa & Associates, LLC [email protected] 650.714.2388

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Brand Message People Processes Policies Prices Products Services

The Customer Experience Customer’s perception of all interactions and emotions they have with a company and its offerings © 2016 Amon-Higa & Associates All rights reserved.

Rock and Wrapper

© 2016 Amon-Higa & Associates All rights reserved.

Trusted Brands BRANDS YOU SEEK OUT

BRANDS YOU AVOID


Customer Experience – Tenets

All about the Customer (delight)

Team Sport

Respect for People

Common Framework & Methodology

Coach/Catalyst/ Enabler


Customer Experience Framework What’s important? How are we doing? How do we know? Priorities to Improve.

Moments of Truth

Hard to do business with

JOB/OUTCOME Customers hire your company to do

I AM AWARE

I SHOP

I TRY

I HAVE A QUESTION / I NEED HELP

Service is second to none

I BUY

I RECEIVE


I INSTALL

I USE

I EXTEND & EXPAND


Voice of Customer LISTENING POST examples (Predictive Metrics) Awareness & Shop Social WOM Customer Advisory Boards

Buy Social Win/Loss Analysis Partner/Reseller Feedback

Use & Renew Social In Product Feedback Escalations/Tech Support Renewals

Potential Outcome Metrics (Partner NPS) Number of Customers Customer Lifetime Value Share of Wallet Market Share Net Promoter Score

Priorities to Improve 1. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .


Creating a Delightful Customer Experience – Apply Design Thinking

Discover Engage Hearts & Minds…

Define 

Define Opportunities



Apply Decision Matrix

Design PSP



Identify Owner/Leader



Form E2E Cross Functional Team



Understand Current Situation

• •  

Just Do It Problem Solving (PSP)

Internal Point of View Follow Me Homes/External Observations

DEFINE DESIGN

ID Listening Posts

Deliver 

Just Do It



Implementation



Close Loop • Employee • Process • Customer



Listening Posts • Learning Plan • Metrics

DISCOVER

Design for Delight

ID Moments of Truth

(Updated 12/14/15)

DELIVER

• CX Journey Map • Follow Me Home(s) • Customer/Partner • Prospect • Abandoner • Listening / Voice of: • Employee • Customer/Partner • Process • CX Competitor Journey Map • Adopt a Customer • Storytelling

• • • • •

Decision Making Matrix Resource Allocation Framework for Improvement (PSP) Storyboarding Operating Mechanisms • Charters • Vision • Multigenerational Plans • Tollgates / Phase Gates • Decision Making (DACI) • Metrics

• Problem Solving Process • Follow Me Home(s) • Round Two / Use Cases / Deeper Dives • Benchmarking / Wheel makers • Customer Centered Design • Ideation • Rapid Prototyping • Refining

• Health of the Offering – Outcome Metrics & VOC Listening Posts • Ongoing Operating Mechanisms • Customer CX Reviews • CX Community of Practice for Knowledge Sharing • Storytelling to ‘steal shamelessly’ • Never ending journey – Kano Model © 2016 Amon-Higa & Associates All rights reserved.

Getting Started © 2016 Amon-Higa & Associates All rights reserved.

Customer Experience Life Cycle JOB/OUTCOME Customers hire your company to do

I AM AWARE

I SHOP

I TRY


Assessing ourselves on the journey – end to end Choose Red/Yellow/Green Don’t overthink it…

I BUY

I RECEIVE


I INSTALL

I USE

I EXTEND & EXPAND


Big opportunities for improvement ‘Danger Will Robinson!’ Delighted Customers © 2016 Amon-Higa & Associates All rights reserved.

Voice of Customer (a way to get to predictive metrics)


Measurement

How do you know?

Where do we collect our Customers’ Voice today?

What do we do with the Customer Voice we collect? © 2016 Amon-Higa & Associates All rights reserved.

How well do we listen and close the loop today? From our list…

Data is weak or not in place Data is collected Data is collected and analyzed Data is used to drive improvements and loop is closed with the Customer/Process/Employee © 2016 Amon-Higa & Associates All rights reserved.

Ask within your organization:

Inflight Initiatives

Where have we consciously decked resources today to improve our end to end customer experience?


Questions?


Thank You!

Vicki Amon-Higa, CCXP Amon-Higa & Associates, LLC [email protected] 650.714.2388


Appendix


The Kano Model

Quality Foundation to Deliver Delight DELIGHT Attractive/Delight

Delighters Expected • More is Better • Specified • Measureable • ‘Me Too’

• Observable Customer Behavior, Not (necessarily) expressed • Creates delight

POOR PERFORMANCE

HIGHER PERFORMANCE Table Stakes Must Have/ Table Stakes • Baseline/cost to play • MVP – Minimally Viable Product • Self-evident • Not expressed • Obvious

FRUSTRATION © 2016 Amon-Higa & Associates All rights reserved.