Customer Profitability Workshop

Session #0 – IntroductionOur Customer Journey Approach

The Empty Raincoat

'The empty raincoat is to me, the symbol of our most pressing paradox. If economic progress means that we become anonymous cogs in

some great machine, then progress is an empty promise. The challenges must be to show how

paradox can be managed.’Charles Handy

A Paradox example….

• People want the efficiency and value of a large company with the special touch and quality experience of a small company…

• … in short, we might say…

• I’ll be a transaction when that’s best….and I’ll have…

• …a personal relationship when it suits me!

Our Challenge to You….

• To think differently…• To think new…• To re-think the way you ‘see’ things…• To challenge the norm and the usual…• To retain the best of ‘today’ whilst at the same

time thinking & planning for tomorrow…• In short – “to manage the Paradox of doing

something new even though its benefit may not be immediately obvious”

Sigmoid Curve

Paradox Confusion

Today’s Business

What the future may hold…

Recession Bites

Time to StartRe-Thinking

New ParadigmNew Future

Our Customer Journey Approach

Phase 1CustomerDefinition

Phase 2Experience Mapping

Phase 3Momentsof Truth

Phase 4Experience

Design

Phase 5Experience

Monitor

Research& Analysis

SynthesizeIdeateDesign Measure

-Segmentation-narrative insight-analytical-cultural-structural

-Touch points-Needs-WantsEmotions

-differentiators-loyalty drivers-priorities-ROI

-ideate-concept-prototype-experiment-validate

-metrics-measure-dashboard-CSI index

Who are our best customers?

What is their Current brand experience?

What touch pointsMost impact success?

What is theirIdeal experience?

Are we deliveringthe idealexperience?

Our Customer Journey DefinedCustomerDefinition

ExperienceMapping

MomentsOf Truth

ExperienceDesign

ExperienceMonitor

Who are our best customers?

What is their experience?

What touch pointsmost impact success?

How can I make their experience exceptional?

Are we deliveringthe idealexperience?

SegmentationProspect analysisLifetime ValueSituation reviewBusiness Model Canvass

Strategic Questions

Approaches

InterviewsEthanographyCustomer EmpathyMap

InterviewsImportance RankingExperience Mapping

MappingDesignConceptTestingValidating

CSI IndexScoringTrackingTrendsBenchmark

Today, we take you on a customer journey

• 6 sessions corresponding the the 4 steps of our customer journey map

• 2 new approaches to understanding the numbers• 4 creative thinking techniques to create new and

original ideas• Output – at least 1 set of new offers to meet a

customer segments needs/wants• Outcome – energise your thinking with fresh,

creative approaches to create New Value

Our Journey today….

Session Activity - Outcome

#0 - Introduction Establish a picture of success

Ice Breaker Get to know one another

#1 – Activity Based Costing Fresh approach to pricing & costing

#2 – Life Time Value Acquisition Cost vs. Life Time Value

#3 – Identify New Customers Business Model Canvass to identify new segments

#4 – Walking in Customers Shoes Customer Empathy Map – to know how it feels!

#5 – Ideal Customer Experience Mapping the ideal experience

#6 – Sales Opportunities Value Proposition Canvass & Sell Sell Sell!

With tea/coffee/lunch at times throughout the day