Post on 25-Jan-2017
London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com
Architecting the
LIVEWORK PRESENTATION
Brussels, March 2016
Target customer experience
Who are we?
ABOUT US
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#MelvinBF
@mclark497
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Customers’ story
Organisations’ capabilitiesBusiness impact
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What to talk about in an airport hotel on a Thursday.... ?
right thing
Investing in the
CLIENT CASE
CONFIDENTIAL
Why do some organisations struggle to understand digital transformation ….and others don’t ?
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Traditional view of the business cycle
LaggardsLateMajority
Early Majority
Early Adopters
Innovators
The “Chasm”
Technology Adoption Process
Curent wave Next wave
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New digital reality
LaggardsLateMajority
Early Majority
Early Adopters
Innovators
The “Chasm”
Technology Adoption Process
new market reality
Adjust to the
CLIENT CASE
NORDIC SEMICONDUCTOR
Why do some organisations fail to deliver on a digital promise ?
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and business impact
Design for Customer
CLIENT CASE
VODAFONE
Why is customer experience important
?
Call centre
Mobile
Retail
3rd party
Online
Aware Interested Decide Buy Early use Regular use
Customer engagement with the organisation starts here.
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User experience with the product/service starts here.
Customers’ experience starts here.
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Unaware Aware InterestedBuy / Contract
Receive & setup Early use Normal use Change use Incident Reconsider Leave
Attract Make offer Help decide Sell Help setup Assist Inform Support Resolve Recognise Understand
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“We will stop irritating you”Bernt Reitan JenssenCEO, Transport for Oslo
What is a Target Customer Experience (TCX)
?
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Onlinechannel
People
Policy
Process
Procedures
Practices
Systems
Retailchannel
Sell Deliver & setupMake offer Educate
Buy ReceiveDecide Early use
Customer experience: buy online and have device delivered in a shop to be setup by an expert
Business ability: able to sell and deliver devices to customers across
channels
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Onlinechannel
Sales
Marketing
Operations
IT
HR
Finance
Retailchannel
Sell Deliver & setupMake offer Educate
Buy ReceiveDecide Early use
Customer experience: buy online and have device delivered in a shop to be setup by an expert
Business ability: able to sell and deliver devices to customers across
channels
Why create a target customer experience
?
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Interested Buy Receive & setup Early use Use Change in
use IncidentAwareUnaware Reconsider
Help decide Sell Setup Assist Inform Support ResolveMake offerAttract Recognise
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Aware Interested Buy Receive Setup Early use Use
Retail
Online
Call centre
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Aware Interested Buy Receive Setup Early use Use
Retail
Online
Policies
People
Process
Procedures
Practices
System
Call centre
Make offer Help decide Sell Deliver Setup Educate & Assist Inform & Support
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Try this with your own company/business…
?
Want information that is easy to
understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Recognise me and continue
the conversation
Interested Decide Buy Early use
The use cases….
Visit storefor help
Access online information and tools
Callcentre
Mobile
Store
3rd
party
Online
Visit to 3rd party channel
Visit mobile site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a purchaseRecognise me
and continue the conversation
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The real customer experience
Visit storefor help
Access online information and tools
Callcentre
Mobile
Store
3rd
party
Online
Visit to 3rd party channel
Visit mobile site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a purchaseRecognise me
and continue the conversation
They want whah???
Impossible
Huh??
Interested Decide Buy Early use
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Visit storefor help
Access online information and tools
Callcentre
Mobile
Store
3rd
party
Online
Visit to 3rd party channel
Visit mobile site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a purchaseRecognise me
and continue the conversation
Interaction
Information
Transaction
Interested Decide Buy Early use
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Visit storefor help
Access online information and tools
Callcentre
Mobile
Store
3rd
party
Online
Visit to 3rd party channel
Visit mobile site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a purchaseRecognise me
and continue the conversation
Interaction
Information
Transaction
Interested Decide Buy Early use
Visit store
Access online information and tools
Call centre
Mobile
Store
3rd
party
Online
Visit to 3rd party channel
Visit mobile site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a purchaseRecognise me
and continue the conversation
Systems of engagement
Experience Layer
Systems of record
Interested Decide Buy Early use
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Required abilityProvide the “top3” options/ next steps
Required abilityProvide basic setup and configuration
N/A
Visit store
Access online information and tools
Call centre
Mobile
Store
3rd
party
Online
Visit to 3rd party channel
Visit mobile site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a purchaseRecognise me
and continue the conversation
Systems of engagement
Experience Layer
Systems of record
Interested Decide Buy Early use
Required abilityHelp the customer buy the “best” offer
Required abilityProcess payment and activate service
Required abilityHelp customer decide by providing basic advice
Required AbilityTo recognise customers from other channels.
N/A
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Business capabilities required
Visit store
Access online information and tools
Callcentre
Mobile
Store
3rd
party
Online
Visit to 3rd party channel
Visit mobile site
Want information that is easy to understand and use
Need help to decide
Need help to buy and activate
Solve my issue here and now
Make a purchaseRecognise me
and continue the conversation
Service to be delivered
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Customer experience that is desired
What will the target customer experience architecture do for your organisation ?
to being insured
Reducing barriers
CLIENT CASE
GJENSIDIGE
Project Manager
Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals
ManagementSponsorTeam
MemberClarity on progress
Local market
SMEProgramme
leader
External partner
Coordinator
Tasksassigned
Receivesactions
Loads approved version
Receivesapproval request
Statusupdate
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ManagementSponsorProgramm
e leader
Receivesapproval request
Statusupdate
ensuring clear decisions and approvals
Status update: K Holistic
Update: Brazil has adopted best in class
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Welcome
Setup Use
Receives the product, starts the service
Early stages of being a customer and dealing with the transition to service
provider
Familiar with the company, its product and service, establishing
regular energy consumption
Change in personal situation or circumstance that impacts the
contract
Receive & Setup New customer Customer Change in use
Setup:Make sure the customer is familiar with the phone and core services
Educate:About the product and other features
Personalise:Make offers and recommendation on how to use additional services
Seduce:Offer incentives to use new services and introduce others
just the beginning
The bill is
CLIENT CASE
HAFSLUND
The customer architecture will provide you the agility and guide simplicity to succeed in a digital transformation…… so plan, design and evolve your capabilities with customers
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http://liveworkstudio.com/futureofIT
London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com
www.liveworkstudio.com
Thank you!
@liveworkstudio
Melvin Brand Flu+31 625 289 004
melvin@liveworkstudio.com
Mike Clark
+44 7730275032
Mike.clark@cohesion360.com
Service Design – From Insight to implementation
Service Design for Business: A Practical Guide to Optimizing the Customer Experience