UXCON16 / How to put the customer at the heart of business / Daniel Ewerman
Transcript of UXCON16 / How to put the customer at the heart of business / Daniel Ewerman
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Daniel Ewerman CEO and founder of Transformator Design & Custellence
How to put the customer at the heart of the business
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© Transformator Design 2016
• ESTABLISHED 1998 IN STOCKHOLM & WORKS GLOBALLY • MORE THAN 300 PROJECTS & SEVERAL TRANSFORMATIONS OF 10K EMPLOYER ORGANIZATION • LOADS OF CASES WITH SUBSTANTIALLY IMPROVED BUSINESS RESULTS • FUNDAMENTALLY IMPROVED THE QUALITY OF LIFE IN SWEDEN
STRATEGIC SERVICE DESIGN PARTNER
CLOUD BASED TOOL FOR CONTINUOUS IMPROVEMENT OF THE CUSTOMER EXPERIENCE
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Why is customer centricity crucial?
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© Transformator Design 2016
The winner is: The one knowing the
customers’ best and have the ability to
transform that into offers
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When everything is the same, the customer experience is
the only differentiator
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Unhappy customers are stronger than big corporations
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Happy customers are cheaper than
pained customers
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It’s a waste of resources to improve what customers don’t
care about
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Digitalized confusions will not lead to higher efficiency
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What is holding us back?
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Made up customer-truths is guiding the organization
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Customers’ live their lives, and are not in channels
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More focus on ”not doing wrong” than
”doing the right”
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© Transformator Design 2016
The pressure on customer support were
caused by the letter
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All employees’ reached their targets and were happy – except for the
customers’ that were furious
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Development projects addresses internal needs and not customer needs
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Cornerstones in the customer centric organization
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© Transformator Design 2016
CUSTOMER INSIGHT
CUSTOMER EXPERIENCE CENTRIC
DEVELOPMENT & INNOVATION
CUSTOMER EXPERIENCE CENTRIC
CULTURE & BEHAVIOURS
CUSTOMER EXPERIENCE CENTRIC GOVERNANCE & MEASUREMENT
CUSTOMER EXPERIENCE CENTRIC VISION & STRATEGY
A B C D E LEVEL 1 INTERESTED
LEVEL 2 INVESTING
LEVEL 3 ENGAGED
LEVEL 4 DEDICATED
LEVEL 5 INTEGRATED
A
B C
D E
WHAT CHARACTERIZES THE CUSTOMER CENTRIC ORGANIZATION
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© Transformator Design 2016
THE CUSTOMER EXPERIENCE STRATEGY
STRATEGY
DEVELOPMENT
CUSTOMER EXPERIENCE STRATEGY
TRANSFORMATION
CUSTOMER EXPERIENCE
TARGET
REALIZATION
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Define the problem together with the customer
not only the solution
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© Transformator Design 2016
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THE CUSTOMER JOURNEY AS A STRUCTURAL CAPITAL
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Utlösande händelse Vad gäller för mig Anmälan till FK Skaffar externt underlag
Skickar in externt underlag
Fyller i ansökan Skickar in ansökan Väntar på besked Ansökan måste kompletteras
Utredning krävs
Avslag/oense Överklagan Beslut om utbetalning
Utbetalning Period med ersättning Ärendet avslutas
Information Ansökan hemskickad
SMS notifiering Brev om komplettering skickas
Kommunikation sker per post SMS notifiering Besked skickas per brev
Ringer och kollas kundens status
Sök om bidrag, skickas med brev
Besked om ersättningslut, skickas med brev
Avslutat ärende skickas med brev
Söker information på FK hemsida Anmäler via mina sidor
Extern part skickar in intyg via FK webb
Extern part skickar in intyg via FK webb
Ansöker via mina sidor
Notifiering på mina sidor XX dagar innan utbetalning via mina sidor
Ringer FK för information
Ringer agent, talsvar
Ringer för att få hjälp att fylla i
Ringer om rådgivning
Ringer och vill få stöd, vad kan jag göra? Ringer och frågar: Hur går det med ärendet?
Ringer: Förstår inte utbetalnings perioden
Ringer: Hur länge, nästa ansökan?
Besöker kontor för information Lämnas hos FK av kund
Lämnas in på kontor av kund
Kund besöker kontor: Hur länge ska jag vänta? Kund frågar servicekontor om beskedet
Kund frågar kontor om utbetalningen
Anmäler via blankett
Skickas in av kund Kund ansöker via blankett
Blankett lagret Inscanning Öresund Utdata, skickar blankett
Inscanning Öresund
Ärendet blir bedömt av handläggare Handläggare blir informerad
Handläggare avslutar ärendet
ÄNS - Ärendehanteringssystem Ärendet tilldelad handläggare Ärendet färdigställs ÄNS varnar för att ersättningsperiod tar slut Ärendet avslutat
TP - Betalningstransaktioner (anmälan) TP - Betalningstransaktioner (utbetalning) P.U.M.A. - Utbetalningsperiod
Customer
Kundens aktiviteter
Customer
Emotion
Service bevis
Service bevis
On Stage
Digital kanal
On Stage
Kundtjänst
On Stage
Fysiskt möte
On Stage
Blanketter
Backstage
Aktiviteter
Backstage
Processer
Backstage
Systemstöd
COLLABORATE AROUND A CUSTOMER JOURNEY THAT IS A CONSTANTLY UPDATED CHANGE PLAN
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© Transformator Design 2016
Utlösande händelse Vad gäller för mig Anmälan till FK Skaffar externt underlag
Skickar in externt underlag
Fyller i ansökan Skickar in ansökan Väntar på besked Ansökan måste kompletteras
Utredning krävs
Avslag/oense Överklagan Beslut om utbetalning
Utbetalning Period med ersättning Ärendet avslutas
Information Ansökan hemskickad
SMS notifiering Brev om komplettering skickas
Kommunikation sker per post SMS notifiering Besked skickas per brev
Ringer och kollas kundens status
Sök om bidrag, skickas med brev
Besked om ersättningslut, skickas med brev
Avslutat ärende skickas med brev
Söker information på FK hemsida Anmäler via mina sidor
Extern part skickar in intyg via FK webb
Extern part skickar in intyg via FK webb
Ansöker via mina sidor
Notifiering på mina sidor XX dagar innan utbetalning via mina sidor
Ringer FK för information
Ringer agent, talsvar
Ringer för att få hjälp att fylla i
Ringer om rådgivning
Ringer och vill få stöd, vad kan jag göra? Ringer och frågar: Hur går det med ärendet?
Ringer: Förstår inte utbetalnings perioden
Ringer: Hur länge, nästa ansökan?
Besöker kontor för information Lämnas hos FK av kund
Lämnas in på kontor av kund
Kund besöker kontor: Hur länge ska jag vänta? Kund frågar servicekontor om beskedet
Kund frågar kontor om utbetalningen
Anmäler via blankett
Skickas in av kund Kund ansöker via blankett
Blankett lagret Inscanning Öresund Utdata, skickar blankett
Inscanning Öresund
Ärendet blir bedömt av handläggare Handläggare blir informerad
Handläggare avslutar ärendet
ÄNS - Ärendehanteringssystem Ärendet tilldelad handläggare Ärendet färdigställs ÄNS varnar för att ersättningsperiod tar slut Ärendet avslutat
TP - Betalningstransaktioner (anmälan) TP - Betalningstransaktioner (utbetalning) P.U.M.A. - Utbetalningsperiod
Customer
Kundens aktiviteter
Customer
Emotion
Service bevis
Service bevis
On Stage
Digital kanal
On Stage
Kundtjänst
On Stage
Fysiskt möte
On Stage
Blanketter
Backstage
Aktiviteter
Backstage
Processer
Backstage
Systemstöd
IT
ANCHOR ALL CHANGES TO THE CUSTOMERS NEEDS
LEVEL 1
LEVEL 2
LEVEL 3
LEVEL 4
LEVEL 5
LEVEL 6
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© Transformator Design 2016
Implement IT but activate people
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© Transformator Design 2016
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GREENHOUSE – DECENTRALIZED ENGAGING DEVELOPMENT
SWEDISH PUBLIC EMPLOYMENT SERVICE
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© Transformator Design 2016
“We didn´t try to convince everyone, we started with those who were curious and volunteers. Today nearly the whole organization wants too be a Greenhouse.“
PIA RYDQVIST CUSTOMER SERVICE MANAGER SWEDISH PUBLIC EMPLOYMENT SERVICE
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© Transformator Design 2016
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EDUCATE FOR HIGHER INTERNAL UNDERSTANDING AND CAPACITY
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EFFECTS: TELIASONERA INTERNET FIBER TO VILLAS
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© Transformator Design 2016
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EFFECTS: SYSTEMBOLAGET
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© Transformator Design 2016
• Lack of a clear customer experience vision and target• Chanel focus overrides the customer focus • Customer empathy is seen as a “nice-to-have” when the correlation
between customer and business value is badly proven• Lack of governance structure for the customer experience • Badly performed customer insights results in poor credibility within the
organization • The customer journey is static, not updated and used as a roadmap
CHECKLIST - WHY ORGANIZATIONS FAIL WITH THEIR CUSTOMER CENTRICITY
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© Transformator Design 2016
Focus more on what your customers want you to be
really good at and less on what you think you are bad at
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SITE transformatordesign.se TWITTER @TransformatorD FACEBOOK facebook.com/transformatordesign
Thanks!
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CONNECT WITH ME: LINKEDIN // DANIEL EWERMAN