Embrace your customer, get digital!

Embrace yourcustomer, get digital

2014

19/02 Mobile by designHow todesign, build, run formobile first

23/04 R & HadoopThe perfect marriage for your analytics?

18/06 From private cloud to hybrid cloudHow to benefit from a successful implementation

01/10 Prepare for the digital enterpriseBusiness driven enterprise architecture

26/11 Multi-device front-end engineeringHow businesses benefit from applying this technical skill

2015

25/02 Embrace your customer, get digital!Start building amazing customer experiences

22/04 Information management in the digital enterprise: the long dog leash

One Data Hub to rule them all

10/06 Application delivery to the next level Web scale IT

30/09 Discover your enterprise outside your companyAPI management and integration challenges

2/12 Value driven business transformation in the digital age Bridging business architecture and portfolio management

Embrace yourcustomer, get digital

Kenny Follet

Digital ArchitectProgram Manager

People PersonCreative Thinker

Strategy ExecuterPragmatic Problem Solver

Opportunity Spotter

Enthusiastic Intrapreneur

Tom Devos

Digital ArchitectBusiness Analyst

Customer Experience ArchitectSerial Entrepreneur

Motivated IntrapreneurInnovative Thinker

History Lover

Passionate Writer

We live in the age

of the customer

Customer Engagement Platform

Customer Oriented Applications

Ente

rpri

se B

acko

ffic

e

Pla

tfo

rmChannels & Media

Customer Journey Information

Customer Oriented Services

Channel Interactions

Customer Engagement

Publish data

Ente

rpri

seA

pp

licat

ion

s

Marketing

Sales

Contracts

Management Reporting

Secu

rity

Portals & Apps Contact Center

Ente

rprise

Inte

gration

Customers

Employees

Products & Services

Communities

Partner Integration

Partner Platforms

Partners

Au

the

nticatio

nPers. DigitalSharing Pers. Assistance

No

n-R

ep

ud

iation

Au

ditin

gA

uth

orizatio

nData Capture

Analytics

Strategy & Policies

Measurement

Customer Application Layer

Customer Interaction Layer

PersonalisationData Layer

Customer Services Layer

Enterprise Service Layer

Enterprise Integration Layer

Security Layer

Partner Integration Layer

Cross Channel Engagement Layer

Our future digital enterprise

Our future digital enterprise

Forrester defines the age of the customer as a 20-year business cyclein which the most successful enterprises will reinvent themselves

to systematically understand and serve increasingly powerful customers

disruptionsomething that changes your plans or

interrupts some event or process.

Mature Customer Experience Organizations Excel at 6 Disciplines

Customer understanding

Strategy

Design

Governance

Culture

Measurement

Engineer your digital engagement platform

Customer UnderstandingStart from the Customer Journey

StrategyIdentify True Customer Value

DesignThe Customer Experience

Culture & GovernanceImplement customer solutions & processes

MeasureOptimize Outcomes

Engineer your digital engagement platform

Customer UnderstandingStart from the Customer Journey

StrategyIdentify True Customer Value

DesignThe Customer Experience

Culture & GovernanceImplement customer solutions & processes

MeasureOptimize Outcomes

Baby Steps towards Customer Understanding

Do a customer interview!

Mine calls, emails, social media!

Ask your employees!

Have a fieldtrip!

a fresh look at customer segments

a fresh look at customer segments

pick one

Geert DE VAKMAN

Ondernemer

Digitaal

Ondernemingsgrootte

Groeifocus

Diensten Producten

Noden… Gedrag…

• “Mensen moeten mij gemakkelijk vinden”• “Ik wil alleen nog de goede klanten hebben”• “Ik hoef niet de grootste te zijn, meer winst door slimmer te

werken”• “Ik wil gekend zijn in de buurt”• “Ik heb geen tijd om aan die website te prutsen”• “Lap, mijn computer is weer kapot”• “Ik heb geen tijd om al mijn offertes gemaakt te krijgen”• “E-commerce en van die dingen, dat is niets voor mij, ik heb

geen producten”.

• “Ik zou eens mijn realisaties op mijn website moeten bijwerken”

• “Focus op mijn klanten, marketing komt later”• “Ja, ik bezorg je die offerte zo snel mogelijk”• “Kan je mij eens helpen hoe ik mijn skype moet

installeren?”

SaartjeDE NIEUWE GENERATIE ONDERNEMER

Ondernemer

Digitaal

Ondernemingsgrootte

Groeifocus

Diensten Producten

Noden… Gedrag…

• “Hoe kan ik met een zo efficiënt mogelijke inzet, zo veel mogelijk potentiële klanten bereiken?”

• “Welke tools kan ik gebruiken om mijn zaak te versterken?”• “Hoe kan ik mijn klantenbeleving zo hoog mogelijk krijgen

om trouwe klanten te kweken?”• “Hoe kan ik mezelf verbeteren, heruitvinden, om waarde te

geven voor mijn klanten?”• “Hoe kan ik een gezonde zaak uitbouwen, met een stabiele

groei, zonder meteen de grootste te willen zijn?”• “Welke partners moet ik gebruiken om me te ondersteunen

in mijn digitale uitdaging?”• “Hoe kan ik mijn producten zo goed mogelijk aan de man

brengen, ook online, en hoe moet ik me daar rond organiseren?”

• “Waar moet ik op focussen?”• “Ik krijg niet alles gedaan wat ik wil doen…”

• “Een mooie website, da’s goud waard”• “Facebook en LinkedIn, dat heb ik wel onder de knie, met

regelmaat een originele update, dat marcheert”• “Klanten zullen het je vertellen, maar als ze bij ons

buitenkomen, is dat met een goed en voldaan gevoel, ze komen graag terug”.

• “Ik probeer graag iets nieuws, met mensen, evenementen of beurzen of markten, maakt niet uit, en als en passant mijn zaak er mee geholpen is, zoveel te beter”

• “Ik ben wel met veel tegelijk bezig, maar het lukt toch maar weer hé.”

SaartjeDE NIEUWE GENERATIE ONDERNEMER

Ondernemer

Digitaal

Ondernemingsgrootte

Groeifocus

Diensten Producten

Noden… Gedrag…

• “Hoe kan ik met een zo efficiënt mogelijke inzet, zo veel mogelijk potentiële klanten bereiken?”

• “Welke tools kan ik gebruiken om mijn zaak te versterken?”• “Hoe kan ik mijn klantenbeleving zo hoog mogelijk krijgen

om trouwe klanten te kweken?”• “Hoe kan ik mezelf verbeteren, heruitvinden, om waarde te

geven voor mijn klanten?”• “Hoe kan ik een gezonde zaak uitbouwen, met een stabiele

groei, zonder meteen de grootste te willen zijn?”• “Welke partners moet ik gebruiken om me te ondersteunen

in mijn digitale uitdaging?”• “Hoe kan ik mijn producten zo goed mogelijk aan de man

brengen, ook online, en hoe moet ik me daar rond organiseren?”

• “Waar moet ik op focussen?”• “Ik krijg niet alles gedaan wat ik wil doen…”

• “Een mooie website, da’s goud waard”• “Facebook en LinkedIn, dat heb ik wel onder de knie, met

regelmaat een originele update, dat marcheert”• “Klanten zullen het je vertellen, maar als ze bij ons

buitenkomen, is dat met een goed en voldaan gevoel, ze komen graag terug”.

• “Ik probeer graag iets nieuws, met mensen, evenementen of beurzen of markten, maakt niet uit, en als en passant mijn zaak er mee geholpen is, zoveel te beter”

• “Ik ben wel met veel tegelijk bezig, maar het lukt toch maar weer hé.”

build persona’s

BusinessCards●Website●Voicemail●Email●Facebook●Twitter●LinkedIn●MailSignatures●CustomerServicedesk●Youtube●Products●Software●Packaging●Invoices●Offers●InstructionManual●Documentation●FAQ●KnowledgeBase●Magazines●Banners●PostalCards●CallCenter●Stamps●Receipts●CompanyName●CustomerFocusGroups●NetworkEvents●LoyaltyCards●Autoresponders●TradeShow●Articles●SalesPeople●Blogs●EmailSubjects●TelevisionShows●ShoppingBags●DeliveryGuy●CharityDonations●Books●Photos●Webinars●LogoOnTheBackOfYourAECar●Orders●BackOfficeCoworder●PaymentReminders●ApplicationStartupscreen●Google+●Code●APIDocumentation●404PageNotFound●Pinterest●●●

How does your customer contact you?

BusinessCards●Website●Voicemail●Email●Facebook●Twitter●LinkedIn●MailSignatures●CustomerServicedesk●Youtube●Products●Software●Packaging●Invoices●Offers●InstructionManual●Documentation●FAQ●KnowledgeBase●Magazines●Banners●PostalCards●CallCenter●Stamps●Receipts●CompanyName●CustomerFocusGroups●NetworkEvents●LoyaltyCards●Autoresponders●TradeShow●Articles●SalesPeople●Blogs●EmailSubjects●TelevisionShows●ShoppingBags●DeliveryGuy●CharityDonations●Books●Photos●Webinars●LogoOnTheBackOfYourAECar●Orders●BackOfficeCoworder●PaymentReminders●ApplicationStartupscreen●Google+●Code●APIDocumentation●404PageNotFound●Pinterest●●●

How does your customer contact you?

Identify touchpoints

Map out your Customer Journey…

Map out your Customer Journey…

every journey has a purpose

1. Find & Fix

2. Envision Future Customer Experiences

3. Communication map for Employee Awareness

4. Making a Business Case for Change additional to ROI“it helps the decision makers to empathize”

5. Identify where we should be Listening to our Customers

6. Align your Leadership & Organisationon key-interactions and processes

Recommendations

• Build Voice of the Customer (VoC) programs to systematically listen and interpret customer feedback, then act on that feedback and monitor results

• Conduct field research with young consumers to understand their lifestyles and needs. Use techniques like interviews, journal studies, and ethnography.

• Build personas that enable the organization to share a common understanding of the important attributes, motivations and needs of target customers

• Create customer journey maps for those personas to develop a deep understanding of their interactions with your organization

30

[gettingstarted]

31

Engineer your digital engagement platform

Customer UnderstandingStart from the Customer Journey

StrategyIdentify True Customer Value

DesignThe Customer Experience

Culture & GovernanceImplement customer solutions & processes

MeasureOptimize Outcomes

Customer Experience& Strategy?

Customer Experience≠ Strategy

What is true customer value?

“People don’t want a quarter-inch drill,they want a quarter-inch hole.”

Theodore Levitt, 1960s

Meer motivatie door eenvoudig uitvoerbaretips

Goed persoonlijk opstartgesprek om doelstellingenen context te bepalen

Veel algemene info, maar niet op maat en moeilijk vol te houden

Health coaching

App geeft dagelijks 1 realistische tip, info of aanmoediging Vermageren om te

kunnen fietsen met kleinkinderen

Securex Health Coaching Initiative

Vermageren

Align your customer experience strategywith your company strategy!

Recommendations

• Creating a good customer experience is not a strategy• Look for specific ways to create value for your customer• Look for specific ways to make things

easy and enjoyable for your customer• Align this with who you are: your brand promise, your

differentiators, your playing field• Check how you can capture value for your organisation

• Make sure you really step into your customer’s shoes• Really take an outside in look

Your customers are not you.

They don’t look like you,

They don’t think like you,

They don’t do the things that you do,

They don’t have your expectations or assumptions.

If they did,

They wouldn’t be your customers;

They would be your competitors.

Mike Kuniavsky@ InspireUX

[gettingstarted]

Engineer your digital engagement platform

Customer UnderstandingStart from the Customer Journey

StrategyIdentify True Customer Value

DesignThe Customer Experience

Culture & GovernanceImplement customer solutions & processes

MeasureOptimize Outcomes

envisioning the future entrepreneur

testing our prototype, with not a single line of code

off course, style matters…

but the business needs to change as well…

minimum lovable experience vs. long term vision

act Need Help - GTM

Su

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I need helpI got help

Show Serv ice Request

Form

Fill-In & Sav eServ ice

Request

Follow-up Request &

Contact SME

Is the problem solved?

Close Serv ice Request

Sav e Serv ice Request &

Send Confirmation to SME

with Serv ice Request ID

Show Infomov ie

Was this sufficient?

Joined Action[No]

[Yes]

[No]

[Yes]

act Need Help - To Be

Su

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ort

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I need help

Search for help in my

current screen

Redirect to Knowledge

Base

Show related topics for the

current screen

Whas this Topic

Relevant?Nav igate & Read Through

Topics

Log succesful support

action v ia Knowledge Base

I got help

Redirect to Customer

Support Page

Display New Ticket Request

Create Serv ice Request

Log Serv ice Request

Follow-up Request &

Contact SME

Is the problem solved?

Close Serv ice Request

[Yes]

[No]

[No]

[Yes]

this is where you want to end up, remember…

Customer Engagement Platform

Customer Oriented Applications

Ente

rpri

se B

acko

ffic

e

Pla

tfo

rmChannels & Media

Customer Journey Information

Customer Oriented Services

Channel Interactions

Customer Engagement

Publish data

Ente

rpri

seA

pp

licat

ion

s

Marketing

Sales

Contracts

Management Reporting

Secu

rity

Portals & Apps Contact Center

Ente

rprise

Inte

gration

Customers

Employees

Products & Services

Communities

Partner Integration

Partner Platforms

Partners

Au

the

nticatio

nPers. DigitalSharing Pers. Assistance

No

n-R

ep

ud

iation

Au

ditin

gA

uth

orizatio

n

Data Capture

Analytics

Strategy & Policies

Measurement

Customer Application Layer

Customer Interaction Layer

PersonalisationData Layer

Customer Services Layer

Enterprise Service Layer

Enterprise Integration Layer

Security Layer

Partner Integration Layer

Cross Channel Engagement Layer

recommendations

• Focus on User Experience when building a new solution• Customer Interviews & Co-Creation• Rapid testing with Mockups & Prototypes• Styling is an underestimated role

• Don’t try to build Rome in a day, but envision where you want to end up

• Envision the future• Build minimum lovable experiences• Repeat & Pivot

[gettingstarted]

Engineer your digital engagement platform

Customer UnderstandingStart from the Customer Journey

StrategyIdentify True Customer Value

DesignThe Customer Experience

Culture & GovernanceImplement customer solutions & processes

MeasureOptimize Outcomes

C

make customer thinking part of your DNA

You can start with small

climate changes

KPI:Lead time from signing of contract to first customer visit

KPI:Lead time from reception ofsigned contract to customer activein administration

process owners watch over the process

Contract to client Deliver services

Year 1: commercial Every year

Contact to contract

Year 1: initial setup

Internalview

Customerview

KPI:Lead time from signing of contract to early first contact

Customervalue perception

Improve processefficiency

Improvecustomer

experience

process owners watch over the customer’s value perception

customer facing= customer empowered?

Create customer engaged teams

Value co-creation

• Customers are part of your value chain, use them!• Eg: Securex and Volvo engineered a new product for the employees of Volvo

(“Customers” of your customers)

Recommendations

• A change of culture can start with small climate changes• Trigger a person that already looks beyond typical organisational

boundaries to also take the customer’s viewpoint

• Empower a customer facing person or team to create true customer engagement

• Pitch a product idea with a customer and start a co-creation initiative

• Who in your organisation already has the customer top of mind?

• Where in your organisation can you implement customer thinking with small baby steps?

Engineer your digital engagement platform

Customer UnderstandingStart from the Customer Journey

StrategyIdentify True Customer Value

DesignThe Customer Experience

Culture & GovernanceImplement customer solutions & processes

MeasureOptimize Outcomes

CX measurements helps answer three key questions

1. How good is our customer experience?

2. What do we need to do to improve CX quality?

3. How are we benefiting from our efforts?

CX measurements helps answer three key questions

1. How good is our customer experience?

2. What do we need to do to improve CX quality?

3. How are we benefiting from our efforts?

Perception of experiences exists on different levels

Source: Forrester: January 2013 “Executive Q&A: Customer Experience Measurement” report

62

Customer Experience Pyramid

Customer Experience Index

CXi = %Promoters %Detractors-=

[gettingstarted]

CX measurements helps answer three key questions

1. How good is our customer experience?

2. What do we need to do to improve CX quality?

3. How are we benefiting from our efforts?

CX measurements helps answer three key questions

1. How good is our customer experience?

2. What do we need to do to improve CX quality?

3. How are we benefiting from our efforts?

[gettingstarted]

my blog, tomdevos.be

get digitalthink customer,