Why Strategic Experience Alignment Is An Imperative... For Your Employees

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Why SEA is an Imperative… For Your Employees

03.20.10

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

  Sound Familiar?   So, What IS Strategic Experience Alignment (SEA)?   It All Starts with Your Employees   How You Do It   Imagine This

Agenda

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Why isn’t this information already in this system?

Why do I have to answer all of these questions?

I have to go where now??

This customer is clearly frustrated – I’m not sure what else I can do.

I wish I had more help and resources.

Why is the customer’s car rental not ready?

Why is this taking so long?

I’m confused by this bill…

Why don’t they seem ready for me?

When employees are challenged by the experience of being an employee at your company, your customers feel the challenge as well.

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Look Complicated?

Initial Contact

Schedule Appointment

Prep for Customer Visit

Customer Visit

Diagnose & Service Car

Billing Procedures

Customer Pickup & Billing

Post- Service CRM

Calls Dealer

Calls Customer

Routes Calls

Generates Reminder

Chooses Date/Time

Coordinates Scheduling/

Updates System

Coordinates Details

Pulls Info From/Updates

System

Drops Off Car

Updates System

Picks Up Car

Coordinates Pick-up/ Billing

Coordinates Post-Service

CRM

Coordinates Billing

Print Materials From Customer

Print Billing Info

Print Final Invoice

Connect to the Sales Department

Areas with most opportunity

Areas with medium levels of opportunity

Customer

Service Personnel

DMS & Other Systems

Dealership

Legend:

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Once upon a time…

[Proprietary and confidential]

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

From where they stand, their priorities clash…

[Proprietary and confidential]

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Enter Joe Customer…

[Proprietary and confidential]

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

He only knows Ed… but he is experiencing all of them.

[Proprietary and confidential]

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

He only knows Ed… but he is experiencing all of them.

[Proprietary and confidential]

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Your Employee’s Universe… AKA The Employee Architecture

Job Tasks

Business Unit Tasks

Learning & Development Tasks

Extra Curricular Tasks

Corporate Functions

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

When these goals are not aligned…

[Proprietary and confidential]

SUCCESS? Not So Much

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Business Needs

Listening to your employees is part of listening to your customers.

IT Goals

Marketing Targets

SUCCESS

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Executive Summary

  Strategic Experience Alignmentsm (SEA) is a leading-edge methodology that elevates Experience Design services to the Enterprise level. Based on decades of combined experience in strategic and tactical audience-centric design, it marks the evolution from traditional “bottom-up” focus on interfaces / channels (single or multiple) to one of tying business objectives directly to the desired experience.

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Executive Summary

  SEA directly quantifies customer interactions into Enterprise business results that are measurable and actionable.

  SEA provides a unifying framework for organizations with business units that march to different objectives

  SEA helps businesses track and target poor performing areas in a business, whether they originate from IT, Marketing, or the Business

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

  But how do you decide who to involve? (Risk?)

  When do you involve them? (Early)

  How do you reap the benefits of an audience-focused approach in a deadline driven world? (Just enough)

  Aligning Business and Technology units around the experience of your audiences (both internally and externally) results in solutions that meet business goals and technical reality.

Getting to know Joe Starts with Getting to Know Your Employees

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

What are they trying to do?

Who is your audience?

How can you help them do it?

It starts with three simple questions…

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

The SEA Program Approach A dynamic and ongoing set of activities designed to evolve as conditions change…

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Program Discovery

Sample Activities:   Conduct Audience Experience

TouchPoint Audit and Analysis   Stakeholder Interviews   Ethnographic Observation   Employee and Customer Sat Surveys   Employee TouchPoint Analysis and

Tool Audit   Identify and Create Personas of Target

Audiences & Interaction Scenarios   Employee Types   Customer Types

  Develop Measurement Strategy   Governance Strategy   Change Management &

Communication Strategy

Understand current relevant contextual landscape of the company.

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Sample Activities:   Create the SEA Program

  How do existing experiences map align to desired / target future experiences?

  What are the gaps (behaviors and tools)?

  What are the areas of opportunity (behaviors and tools)?

  How should the experience differ for different audiences?

  What additional data is needed to develop an ongoing strategy?

  What is the impact to the customer?

SEA Roadmap Design a program that is both strategic and tactical… and maps to identified success measures

WHO OWNS YOUR EMPLOYEE EXPERIENCE?

WHO OWNS YOUR CUSTOMER EXPERIENCE?

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Sample Activities:   Activities often depend on identified areas

of focus in the SEA Roadmap. They typically include things like:   Internal Branding and Communication

Strategy   Change Management   Governance   Measurement and Continuous Improvement   Work/ Process Flow Design and

Implementation   Wireframes/ Comps/ Prototypes and Fully

Implemented Tools/ TouchPoints   Standards Development and

Implementation (e.g. Repositories)

Implementation and Ongoing Support Implement and support the program holistically.

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

My customer’s information is right at my finger tips!

My information is already in the system? Great!

I have the info I need to help my customers.

I know exactly what I need to do today.

I can easily communicate with other departments.

I can get the service I need quickly!

I know what to expect, when and how much.

I got an appointment easily.

Computer?

Kiosk?

Tablet PC?

Phone?

Mobile Device/PDA?

Outcomes-Oriented: Translating Insights into Effective Interactions

I will recommend them to my friends.

Legend:

Person to Person

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees

Make Sense?

Initial Contact

Schedule Appointment

Prep for Customer Visit

Customer Visit

Diagnose & Service Car

Billing Procedures

Customer Pickup & Billing

Post- Service CRM

Calls Dealer

Calls Customer

Routes Calls

Generates Reminder

Chooses Date/Time

Coordinates Scheduling/

Updates System

Coordinates Details

Pulls Info From/Updates

System

Drops Off Car

Updates System

Picks Up Car

Coordinates Pick-up/ Billing

Coordinates Post-Service

CRM

Coordinates Billing

Print Materials From Customer

Print Billing Info

Print Final Invoice

Connect to the Sales Department

Customer

Service Personnel

DMS & Other Systems

Dealership

Legend:

MISI Company, Ltd. | Classification: Confidential | Information owner: Exp Design | Disclosure range: MISI & Client employees