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How to Become a Customer-Centric Organization

Colin ShawFounder, Beyond Philosophy

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Agenda

Top level concepts on Customer Experience

Naïve to Natural® - the journey to becoming Customer Centric

Question & discussion

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The Beyond Philosophy Perspective

Customer Experience is all we do!

Thought leadership is our differentiator

Offices in London, Atlanta with Partners in

Europe & Asia

Fourth book launched in September 2010

Focus on the emotional side of the Customer Experience

Links with Academia



Customer Experience Definition

A Customer Experience is an interaction between an organization and a customer as perceived

through a Customers conscious and subconscious

performance, the senses stimulated and emotions evoked and intuitively measured against customer

expectations across all moments of contact.





Naïve to Natural®

9%

67%

22%

2%



Moving from Naïve to Natural®



An organization can be in different Orientations in each of the nine Areas.But will have one over-riding Orientation

Nine Customer Experience Areas



Naïve OrientationAn organization that focuses on themselves to the detriment of the customer. They areeither through choice or because they know what they should be doing.

Traits- Very product focused price and features led

- Reactive to customer demands

- Do not measure customer satisfaction

- Deliver a very physically based Customer Experience

- Employees are treated poorly and not given any authority to recompense customers

- Product siloed organization

- Customers asked to call on separate numbers for different parts of the organization

- Efficiency and productivity are the most important Not customer

- People reward on sales productivity and efficiency

- Organization dictates which channel customers use

Naïve to Natural® Traits




Transactional OrientationAn organization that focuses primarily on the physical aspects of the Customer Experience. They haverecognized the importance of the customer, however, their focus is rudimentary as many aspects of theCustomer Experience remain left to chance, are uncoordinated and . They are typicallyreactive to customer demands.Traits- Customer Key Performance Indicators now included but all physically based

- Functionally organized and have recognized need for Customer Service

- Contact with customer via 800, looked at coordination, extensive call menus are used to screencalls

- Take into account Customer Physical expectations

- Senior Managers spend limited amount of time with customers

- No complete view of customer on systems

- No defined Customer Experience

- Recruit people with right attitude, rather than just skills

- Training takes place on how to deal with difficult customers

- Employees given some limited authority



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Naïve to Natural® Cross Over Points


Enlightened OrientationAn organization that has recognized the need for a holistic, coordinated and deliberate approach tothe Customer Experience. They are proactive in nature towards the Customer and orchestrateemotionally engaging Customer Experiences. They stimulate planned emotions.

Traits- They have defined their Customer Experience- They focus on stimulating planned emotions and build these into the design of their Customer

Experience- They have recognized customers have emotional expectations and plan how to meet and exceed

these- Have started to align the employee experience and their Customer Experience- Employ people with emotional capabilities- Look at the end to end Customer Experience- Have appointed a Customer Experience Director/Vice-President and established a Customer

Experience council- Customer involved in design of processes- Integrated systems, view of achieved- Customer Experience measures account for large part of bonus











Natural OrientationAn organization where focus on the customer is total. They are very proactive and are naturally focusedon the complete Customer Experience. In order to produce memorable and captivating CustomerExperiences they use specific senses to evoke planned emotions.

Traits- They are completely focused on the customer- The customer is in their DNA- They have a deliberate Customer Experience and a clearly defined Customer Experience statement- Systems are built to improve the Customer Experience- The culture is designed, and aligned to the Customer Experience- They focus on depth of emotion- They consciously use sense to provide a captivating experience- Understand there is a subconscious experience- They have a fully integrated approach to the customer- They have Customer Journey maps including emotional and subconscious elements

- They understand customer sensory expectations










POLL

Beyond Philosophy © All rights reserved. 2001-2010 34

Where is your organization on its journey from a Naïve to Natural orientation?

Naïve

Transactional

Enlightened

Natural


Orientation vs. Understanding



There is alignment between Orientation and ExecutiveUnderstanding in most areas. The two exceptions areChannel Approach and Systems.

XXX scored Naïve in Channel Approach because ofthe lack of clear ownership of the CustomerExperience.

There is an Enlightened understanding of the use ofsystems there is an appreciation that a completeview of the customer and business cases fortechnology should include customer requirements.

Without a drastic increase in the level of executiveunderstanding there is little room to progress thecomplete Customer Experience (i.e., physical andemotional).

Orientation



There is a big difference between

A lack of knowledge can limit your organizationYour Customer Experience is a direct reflection of your internal organization.Where are you now?Where do you want to be?Without addressing the internal organization you will not change your Customer Experience.



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