COMPELLING CUSTOMER CHANNELS ARCHITECTURE

ALESSANDRA ALBANO CHHABRA

WHAT DO WE SELL?

TOUCHPOINTS/CHANNELS

▸ Points of contact between the customer and the enterprise

▸ They are of different nature:

▸ Human

▸ Product/service

▸ Communication

▸ Spatial

▸ Electronic/Digital interactions

TOUCHPOINTS/CHANNELS

▸ Collectively they constitute the interface between the customer and the enterprise

▸ This happens throughout the entire customer’s experience cycle

LET’S DRAW FROM OUR EXPERIENCEThink about touchpoints for a product or service you have recently bought.

problem awareness

problem analysis

solution selection purchase delivery use supple-

mentsmainte-nance

Pre-Purchase Phase Purchase Phase Post-Purchase Phase

LET’S DRAW A MAP OF THE CX CYCLE

WHAT IS OUR CUSTOMERS’ PERSPECTIVE?

problem awareness

problem analysis

solution selection purchase delivery use supple-

mentsmainte-nance

Pre-Purchase Phase Purchase Phase Post-Purchase Phase

HOLISTIC VIEW

▸ The whole is more than the sum of the parts

▸ It forms the overall judgment of the customer about the enterprise’s way to interact with them

▸ We must consider touchpoint/channel interdependencies

WHAT ARE INTERDEPENDENCIES?

▸ Expectations: After each touchpoint, customers update their expectations about the next touchpoint

▸ Operations: Actions at each touchpoint drive operations in the next touchpoint

▸ Functionality: Enterprise/operator ability to meet my (tele)communications needs

DRAWING UP CUSTOMER TOUCHPOINT BLUEPRINTS

▸ We want to capture Customer Channels Blueprints from the perspective of:

▸ the customer

▸ the enterprise

CUSTOMER PERSPECTIVE

From the customer side, who will be interacting with the enterprise throughout the CX cycle?

CUSTOMER PERSPECTIVE

What is the customer’s preferred channel for each stage?

CUSTOMER PERSPECTIVE

What are the customer’s functionality needs for each preferred channel?

CUSTOMER PERSPECTIVE

What are the interdependencies between each channel at different stages of the CX cycle?

ENTERPRISE PERSPECTIVE

From the enterprise side, who will be interacting with the customer at any given stage of the CX cycle?

ENTERPRISE PERSPECTIVEGiven the preferred customer’s channels, what are the enterprise’s preferred functionalities for each stage?

ENTEPRISE PERSPECTIVE

What are the functional interdependencies that the enterprise needs needs to manage?

ENTEPRISE PERSPECTIVE

What resources are needed to make it happen?

THE FINAL CUSTOMER CHANNELS BLUEPRINT

▸ Touchpoints for each stage of the CX cycle

▸ Defining the channel of interaction and the functionality for both customer and enterprise for each stage of the CX cycle

▸ Defining interdependencies for the customer

▸ Operational, functional and resource implications for the enterprise

WHO AND WHAT INTERACTS WITH THE SUPPLYING ENTERPRISE?

DESIRED TOUCHPOINT

FUNCTIONALITY

WHO AND WHAT INTERACTS WITH THE CUSTOMER?

DESIRED TOUCHPOINT

FUNCTIONALITY

Customer Perspective Enterprise Perspective

MAP SHOWING CHANNEL LANDSCAPE

COMPASS SHOWING THE DIRECTION THE

CUSTOMER IS HEADING

MARKERS TELLING CUSTOMERS WHERE THEY

ARE

CUSTOMERS MUST FEEL IN CONTROL

CHANNEL STRUCTURE CLEAR,

SIMPLE, TRANSPARENT

CHANNEL INTERACTION

RESPONSIVE AND ADAPTIVE

CX Must Be Operationally Excellent

CUSTOMERS INTERACT WITH THE

ENTERPRISE BECAUSE THEY HAVE A MISSION

TO ACCOMPLISH

WHAT CUSTOMERS ULTIMATELY SEEK IS

VALUE

NOT JUST VALUE PROPOSITION, BUT

ACTUAL DELIVERY OF VALUE

MEANINGFUL COMMUNICATION

TAKING CARE OF CUSTOMER’S PAIN PRODUCT USABILITY

CX Must Be Value-enhancing

CX MUST BE STRATEGICALLY DIFFERENTIATINGCustomers perceives CX as compelling value that differentiates it from other enterprises

THE ENTERPRISE MUST BE EASILY ACCESSIBLEThe enterprise considers customers as guests and themselves as hosts offering gracious welcome and sincere hospitality. The customer must feel genuinely invited.

CX MUST BE CONSISTENT WITH THE ENTERPRISE’S VALUE PROMISECustomer experience is consistent. Value Promise is intentional.

WHAT DO WE SELL?

HOW GOOD IS THE EXPERIENCE THAT WE PROVIDE OUR CUSTOMERS ACROSS CHANNELS?

QUESTIONS?

TOWARD COMPELLING CUSTOMER TOUCHPOINT ARCHITECTURE

ANIRUDH DHEBAR PROFESSOR OF MARKETING MARKETING DIVISION BABSON COLLEGE, BABSON PARK, MA 02457

APRIL 13, 2012

ALESSANDRA.CHHABRA@OUTLOOK.COM

@ALESSANDRACHHA1

THANK YOU