Architecting the Target Customer Experience

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

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 ?

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

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



Make a purchaseRecognise me

and continue the conversation

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The real customer experience

Visit storefor help


Callcentre

Mobile

Store

3rd

party

Online


Visit mobile site


Need help to decide





They want whah???

Impossible

Huh??


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Visit storefor help


Callcentre

Mobile

Store

3rd

party

Online


Visit mobile site


Need help to decide





Interaction

Information

Transaction


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Visit storefor help


Callcentre

Mobile

Store

3rd

party

Online


Visit mobile site


Need help to decide





Interaction

Information

Transaction


Visit store


Call centre

Mobile

Store

3rd

party

Online


Visit mobile site


Need help to decide





Systems of engagement

Experience Layer

Systems of record


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Required abilityProvide the “top3” options/ next steps

Required abilityProvide basic setup and configuration

N/A

Visit store


Call centre

Mobile

Store

3rd

party

Online


Visit mobile site


Need help to decide





Systems of engagement

Experience Layer

Systems of record


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


Callcentre

Mobile

Store

3rd

party

Online


Visit mobile site


Need help to decide





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

http://liveworkstudio.com/futureofit

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

[email protected]

Mike Clark

+44 7730275032

[email protected]

Service Design – From Insight to implementation

Service Design for Business: A Practical Guide to Optimizing the Customer Experience

Architecting the Target Customer Experience

Business

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