bestpracticesinmomentsoftruthmanagement-101123090055-phpapp02

8/10/2019 bestpracticesinmomentsoftruthmanagement-101123090055-phpapp02

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The

truth

about

Moments

The

truth

about

Moments

GeertMartens,practiceleader4CConsulting

[email protected] @geert_martens http://www.slidesh

http://www.flickr.com/photos/kallifornia24/40311354/sizes/l/in/photostream/

f

Truthf

Truthare.net/gmartens http://be.linkedin.com/in/martensgeert


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man

co

man

co

us omer

Experiencedesigned

us omer

Experiencedesigned

Behavioral

principles

Behavioral

principles

gement

mitted

gement

mitted

engaged

engaged Truth

understood

Truth

understood

Processes

Processess

measured

s

measured


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opmanagemen

committed

opmanagemen

committed


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man

co

man

co

Customer experience transformation requires amulti-year journey (no silver bullet).

Embracin customer ex erience is a rocess,one that requires fundamental shifts in howyour business behaves and is organized.

Best-in-class senior executive teams: believe in the differentiating power of

customer experience: investment and no acost

resources and budget. set the example with their own behavior

challenge the organization throughcustomers eyes.

monitorthe effects

us omer

Experiencedesigned

us omer

Experiencedesigned

Behavioral

principles

Behavioral

principles

gement

mitted

gement

mitted

engaged engaged Truth

understood

Truth

understood

ProcessesProcessess

measured

s

measured


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Customer ExperienceCustomer Experiencedesigneddesigned


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man

co

man

co

Corporate mission and vision is embedded in

e organ za on an as een rans a e n ocompany and brand values

Customer segments have been designed and

Customer experiences have been designed foreach customer segment in terms of emotions

(+ and - = the emotional profile) and area gne w t company an ran va ues.

The CE is authentic:

"You can fool some of the people all of the

time, and all of the people some of the time,but you cannot fool all of the people all of thetime." P.T. Barnum

Customer experience is an organizationalmindset: It's not something a business

buys, it's something a business becomes. Designed outside-in (and not inside-out)

us omer

Experience

designed

us omer

Experience

designed

Behavioral

principles

Behavioral

principles

gement

mitted

gement

mitted

engaged

engaged

Truth

understood

Truth

understood

ProcessesProcessess

measured

s

measured


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BehavioralBehavioralprinciples definedprinciples defined


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man

co

man

co

The customer experiences has been made

concre e or cus omers an emp oyees:behavioral principles have been definedthat are the embodiment of the companyvalues the brandvalues and theemotionalprofile.

Behavioral principles:

help employees to consistently deliver thedesigned customer experience

Are consistent across customer segments

E.g. JetBlue behavorial principles:

Be in Blue always

Be personal

Be the answer

Be engaging Be thankful to every customer

us omer

Experience

designed

us omer

Experience

designed

Behavioral

principles

Behavioral

principles

gement

mitted

gement

mitted

engaged

engaged

Truth

understood

Truth

understood

ProcessesProcessess

measured

s

measured


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(Dontopen

ashop

unless

ouliketosmileChineseProverb

(Dontopen

ashop

unless

ouliketosmileChineseProverb


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man

co

man

co

You can design and create, and build the most

won er u p ace n e wor . u a espeople to make the dream a reality. (WaltDisney)

You cannot sustain reat customer ex eriencesunless your employees are bought-in to theexperience and are aligned with the effort.

Key focus points:

Recruit the right people = willing and able tobehave according to the behavorial principles

on un erspen on ra n ng

Make it easy to do the right thing Find ways to celebrate: go for sprints that

accomplishments to motivate teams for themarathon ahead

Reward the right brand behaviors Continous focus on change management and

organizational design

us omer

Experience

designed

us omer

Experience

designed

Behavioral

principles

Behavioral

principles

gement

mitted

gement

mitted

engaged

engaged

Truth

understood

Truth

understood

ProcessesProcessess

measured

s

measured


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man

co

man

co

The customer journey (chain of interactions)s mappe rom e cus omer s perspec vefor each stage in the customer lifecycle and foreachkey customer segment.

AllMoments of Truth are known understoodand documented (interaction & touchpoint).

The voice of the business is listened to:

All customer knowledge among customer-interaction employees is taken into account.

The voice of the customer drives business:

An external focus is an antidote to internalpolitics

us omer comp a n s: every p ece onegative feedback represents an opportunityfor improvement.

Customer feedback is used to uncovereverything that's going right: on the lookoutfor hero stories.

us omer

Experience

designed

us omer

Experience

designed

Behavioral

principles

Behavioral

principles

gement

mitted

gement

mitted

engaged

engaged

Truth

understood

Truth

understood

ProcessesProcessess

measured

s

measured


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Processes designedProcesses designed


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man

co

man

co

Objective: reinforce the experience (companyran an emo ona pro e w every

interaction , not just communications

system support is implemented (operationalexcellence) for each key customer segment:

Pro-active & reactive: not just customerservice

Customer-centric: from the customersperspective

uman ze : g ec g ouc

Integrating all touch points Leveragingorganizational alignment:

, , , ,customer service,

Aligned with contact and channel strategy

for each customer segment

us omer

Experience

designed

us omer

Experience

designed

Behavioral

principles

Behavioral

principles

gement

mitted

gement

mitted

engaged

engaged

Truth

understood

Truth

understood

ProcessesProcessess

measured

s

measured


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KPIs measuredKPIs measured


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co

man

co

Key traits of best-in-class monitoring &s eer ng:

The journey towards great customerexperiences is measured on a continuousbasis: ulse checks to createaccountabilit .

CE KPIs are aligned with the way customersevaluate their experience: know what your

customers find important and knowhowcus omers measure your per ormance

Examples of CE KPIs:

us omer sa s ac on on o

Net Promoter Score Behavioral principles adoption

mp oyee engagemen

Employee turn-over

Price elasticity among high-value customers

ustomer comp a nts gap

Core values rating

us omer

Experience

designed

us omer

Experience

designed

Behavioral

principles

Behavioral

principles

gement

mitted

gement

mitted

engaged

engaged

Truth

understood

Truth

understood

ProcessesProcessess

measured

s

measured


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Top mgmtTop mgmt

CustomerCustomerxper encedesignedxper encedesigned

principlesdefined

principlesdefined

Employeesengaged

Employeesengaged

GreatCustom

Experien

GreatCustom

Experien

Excellentperformance

on MoT

Excellentperformance

on MoT

Moments ofTruth

understood

Moments ofTruth

understood

Processesdesi ned

Processesdesi ned

KPIsKPIsmeasuredmeasured

Shift theShift the

curvecurve

Reduce costsReduce costs

r

es

r

esGeneraterevenuesGeneraterevenues

Createcom etitive

Createcom etitiveadvantageadvantage


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geert.martens@

http://www.slides

www.4cconsulting.com

http://www.flickr.com/photos/kallifornia24/40311354/sizes/l/in/photostream/

Cconsulting.com @geert_martens

hare.net/gmartens http://be.linkedin.com/in/martensgeert

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