Customer experience architecture
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London Oslo Rotterdam São Paulo Lebanon www.liveworkstudio.com Customer experience architecture LIVEWORK EVENT Berlin, June 2015
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Transcript of Customer experience architecture
London Oslo Rotterdam São Paulo Lebanon www.liveworkstudio.com
Customer experience architecture
LIVEWORK EVENT
Berlin, June 2015
to being insured Reducing barriers CLIENT CASE
GJENSIDIGE
About us
ABOUT US
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#MelvinBF
@mclark497
ABOUT US
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Customers’ story
Organisations’ capabilities Business impact
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What we want talk about… now
The customers' experience
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Call centre
Mobile
Retail
3rd party
Online
Aware Interested Decide Buy Early use Regular use
Customers’ experience starts here.
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Customer experience with an organisation
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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.
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The power of irritations
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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 Jenssen CEO, Transport for Oslo
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Why architect the customer experience
Understand the customer experience
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Interested Buy Receive & setup Early use Use Change in
use Incident Aware Unaware Reconsider
Help decide Sell Setup Assist Inform Support Resolve Make offer Attract 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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Customer experience informs business decisions
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Project Manager
Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals
Management Sponsor Team
Member Clarity on progress
Local market SME
Programme leader
External partner
Coordinator
Tasks assigned
Receives actions
Loads approved version
Receives approval request
Status update
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Management Sponsor Programme
leader
Receives approval request
Status update
ensuring clear decisions and approvals
Status update: K Holistic
Update: Brazil has adopted best in class
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not just your customers Ask the public, CLIENT CASE
VIVO
How to architect the customer experience
Understand the customer context
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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
Medium
High
Low
Interested Decide Buy Early use
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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
Visit store for help
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 purchase Recognise me
and continue the conversation
Interested Decide Buy Early use
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Visit store for help
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 purchase Recognise me
and continue the conversation
They want whah???
Impossible
Huh??
Interested Decide Buy Early use
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Architecting the customer experience
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Online channel
People
Policy
Process
Procedures
Practices
Systems
Retail channel
Sell Deliver & setup Make offer Educate
Buy Receive Decide 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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Online channel
Sales
Marketing
Operations
IT
HR
Finance
Retail channel
Sell Deliver & setup Make offer Educate
Buy Receive Decide 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
How to scale customer experiences
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Visit store for help
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 purchase Recognise me
and continue the conversation
39
Visit store for help
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 purchase Recognise me
and continue the conversation
Interaction
Information
Transaction
Interested Decide Buy Early use
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Visit store for help
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 purchase Recognise me
and continue the conversation
Interaction
Information
Transaction
Interested Decide Buy Early use
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The digital systems
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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 purchase Recognise me
and continue the conversation
Systems of engagement
Experience Layer
Systems of record
Interested Decide Buy Early use
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Required ability Provide the “top3” options/ next steps
Required ability Provide 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 purchase Recognise me
and continue the conversation
Systems of engagement
Experience Layer
Systems of record
Interested Decide Buy Early use
Required ability Help the customer buy the “best” offer
Required ability Process payment and activate service
Required ability Help customer decide by providing basic advice
Required Ability To recognise customers from other channels.
N/A
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start A perfect CLIENT CASE
GJENSIDIGE
just the beginning The bill is CLIENT CASE
HAFSLUND
How customer experience architecture can be disruptive
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Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q42015 2016 2017
Objective 1: Reduce number of service requestsObjective 2: Preventcommon service incidents
Objective 5 & 6:Digital service strategy: High customer touch at low cost to serve
Reduced cost to serve due to interventions
Higher number of high value customer interactions
Number of incidents without intervention
Objective 3 & 4:Operational and customer service improvements Fewer incidents due to
short & mid term objectives
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
Customer experience architecture
Business capabilities required
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 purchase Recognise me
and continue the conversation
Service to be delivered
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Customer experience that is desired
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http://liveworkstudio.com/berlin
London Oslo Rotterdam São Paulo Lebanon www.liveworkstudio.com
www.liveworkstudio.com
Thank you!
@liveworkstudio
Melvin Brand Flu
+31 625 289 004
Mike Clark
+44 7730275032
![Customer Retention [Infographic] Customer Experience](https://static.fdocuments.in/doc/165x107/55b6dceebb61eb0c598b46c8/customer-retention-infographic-customer-experience.jpg)
