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
Why Strategic Experience Alignment Is An Imperative... For Your Employees
Nov 30, 2014
Experience Design (XD) is a way of focusing on the quality of the experience when designing products, processes, applications, and services. It gives the audience of end users a voice and role alongside the Business and IT groups. This approach starts by finding the answers to three fundamental questions:
- Who is my audience?
- What are they trying to do?
- How can I help them do that
The value of taking this kind of approach can be felt in a variety of ways. Sometimes, it takes the shape of direct cost savings by retiring unnecessary websites or other assets. Other times, the value is seen in higher customer conversation rates or improved employee productivity. Either way, one thing is for sure – when your audience is involved, the experience you design is one that will be rewarding for the business as well as the intended target audiences leading to an increase in overall satisfaction for everyone.
- Who is my audience?
- What are they trying to do?
- How can I help them do that
The value of taking this kind of approach can be felt in a variety of ways. Sometimes, it takes the shape of direct cost savings by retiring unnecessary websites or other assets. Other times, the value is seen in higher customer conversation rates or improved employee productivity. Either way, one thing is for sure – when your audience is involved, the experience you design is one that will be rewarding for the business as well as the intended target audiences leading to an increase in overall satisfaction for everyone.
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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
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