Customer experience & moments of truth: best practice highlights

The truth about Moments oThe truth about Moments oGeert Martens, practice leader 4C Consultingp g

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

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

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

TTTmana

com

Tmana

com

C tC tTopTop CustomerExperiencedesigned

CustomerExperiencedesigned

Behavioralprinciplesdefined


Top agement mmitted

Top agement mmitted

defineddefined

EmployeesEmployees Moments ofMoments ofEmployees engaged

Employees engaged

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned

Processesdesigned KPIKPIdesigneddesigned KPIs

measuredKPIs

measured

T tT tTop management committed

Top management committed

TTTmana

com

Tmana

com

Customer experience transformation requires a multi-year journey (no silver bullet). Embracing customer experience is a process, g p p ,one that requires fundamental shifts in how your business behaves and is organized. Best-in-class senior executive teams:• believe in the differentiating power of

customer experience: investment and no a cost

• sustain the effort for the entire journey:• sustain the effort for the entire journey: resources and budget.

• set the example with their own behavior• encourage colleagues to observe andencourage colleagues to observe and

challenge the organization through customers’ eyes.

• monitor the effects





Top agement mmitted

Top agement mmitted

defineddefined


Employees engaged

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned


measuredKPIs

measured

Customer ExperienceCustomer Experiencepdesigned

pdesigned

TTTmana

com

Tmana

com

Corporate mission and vision is embedded in th i ti d h b t l t d i tthe organization and has been translated into company and brand valuesCustomer segments have been designed and selectedselectedCustomer experiences have been designed for each customer segment in terms of emotions(+ and - = “the emotional profile”) and are li d ith d b d laligned with company and brand values.

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 the time." (P.T. Barnum)time. (P.T. Barnum)

• Customer experience is an organizational mindset: “It's not something a business buys, it's something a business becomes.”

• Designed outside-in (and not inside-out)





Top agement mmitted

Top agement mmitted

defineddefined


Employees engaged

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned


measuredKPIs

measured

BehavioralBehavioralprinciples definedprinciples defined

TTTmana

com

Tmana

com

The customer experiences has been made t f t d lconcrete for customers and employees:

“behavioral principles” have been definedthat are the embodiment of the companyvalues, the brand values and the emotionalvalues, the brand values and the emotionalprofile.

Behavioral principles:• help employees to consistently deliver the

designed 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





Top agement mmitted

Top agement mmitted

defineddefined


Employees engaged

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned


measuredKPIs

measured

Employees engagedEmployees engagedEmployees engaged(Don’t open a shop unless

you like to smile ‐ Chinese Proverb)

Employees engaged(Don’t open a shop unless

you like to smile ‐ Chinese Proverb)y )y )

TTTmana

com

Tmana

com

“You can design and create, and build the most d f l l i th ld B t it t kwonderful place in the world. But it takes

people to make the dream a reality.” (Walt Disney)You cannot sustain great customer experiencesYou cannot sustain great customer experiences unless your employees are bought-in to the experience and are aligned with the effort.

Key focus points:• Recruit the right people = willing and able to

behave according to the behavorial principlesD ’t d d t i i• Don’t underspend on training

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

create tangible value & and celebrate thesecreate tangible value & and celebrate these accomplishments to motivate teams for the marathon ahead

• Reward the right brand behaviors• Continous focus on change management and

organizational design





Top agement mmitted

Top agement mmitted

defineddefined


Employees engaged

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned


measuredKPIs

measured

Moments of TruthMoments of Truthunderstoodunderstood

TTTmana

com

Tmana

com

The customer journey (chain of interactions) i d f th t ’ tiis mapped from the customer’s perspectivefor each stage in the customer lifecycle and foreach key customer segment.All Moments of Truth are known, understoodAll Moments 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 internal

politics”C t l i t i f• Customer complaints: every piece of negative feedback represents an opportunity for improvement.

• Customer feedback is used to uncoverCustomer feedback is used to uncover everything that's going right: on the lookout for “hero stories”.





Top agement mmitted

Top agement mmitted

defineddefined


Employees engaged

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned


measuredKPIs

measured

Processes designedProcesses designed

TTTmana

com

Tmana

com

Objective: reinforce the experience (company & b d d ti l fil ) ith& brand and emotional profile) with everyinteraction, not just communications

For each MoT a process is designed andFor each MoT a process is designed and system support is implemented (operational excellence) for each key customer segment:• Pro-active & reactive: not just customer

service• Customer-centric: from the customer’s

perspectiveH i d hi h t h & hi h t h• Humanized: high tech & high touch

• Integrating all touch points• Leveraging organizational alignment:

marketing sales channel operationsmarketing, sales, channel, operations, customer service,…

• Aligned with contact and channel strategyfor each customer segment





Top agement mmitted

Top agement mmitted

defineddefined


Employees engaged

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned


measuredKPIs

measured

KPIs measuredKPIs measured

TTTmana

com

Tmana

com

Key traits of best-in-class monitoring & t isteering:

• The journey towards great customerexperiences is measured on a continuousbasis: pulse checks to create accountability.basis: pulse checks to create accountability.

• CE KPIs are aligned with the way customersevaluate their experience: know what yourcustomers find important and know how

t f !customers measure your performance!

Examples of CE KPIs:C t ti f ti M T• Customer satisfaction on MoT

• Net Promoter Score• Behavioral principles adoption

E l t• Employee engagement• Employee turn-over• Price elasticity among high-value customers

C t l i t• Customer complaints gap• Core values rating





Top agement mmitted

Top agement mmitted

defineddefined


Employees engaged

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned


measuredKPIs

measured

Top mgmtcommittedTop mgmtcommitted

CustomerE iCustomer

E i

committedcommitted

BehavioralBehavioral

Experiencedesigned

Experiencedesigned



Employees engaged

Employees engaged

GreatCustome

Experienc

GreatCustome

Experienc

Excellent performance

on MoT

Excellent performance

on MoT

Moments of Truth

understood

Moments of Truth

understood

Processesdesigned

Processesdesigned

KPIsKPIs

designeddesigned

measuredmeasured

Shift the demandShift the demanddemand

curvedemand

curve

Reduce costsReduce costs

erceserces

GeneraterevenuesGeneraterevenues

Createcompetitive

Createcompetitivecompetitiveadvantagecompetitiveadvantage

geert.martens@4

http://www.slideswww.4cconsulting.com

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

4Cconsulting.com @geert_martens

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

Customer experience & moments of truth: best practice highlights

Business

Transcript of Customer experience & moments of truth: best practice highlights