Customer Experience Blueprint Maturity tool

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1 Customer Experience Blueprint Maturity tool This Customer Experience Blueprint Maturity Analysis tool is designed to help you to first to understand what is the current situation in your business and then how to move forward to the next level. We have successfully used this tool to create really impressive results for our clients. We want to share this knowledge with you, so that you can serve your customers better. One of our telecom customers was able to focus their business process optimization efforts using the customer experience strategy tool and that project lead them to save over $1million in few days (by better aligning their process to customer strategy). Another customer of ours was able to create $600k more profits in few months by changing their business completely based on the customer experience strategy. We believe that well formulated customer experience strategy will help companies, regardless of their size, to align everything that the company does to successful customer outcomes. This means that waste from customer perspective is removed, which will make the business operations not only more effective but also more efficient. Customers will judge you based on what they receive from you in every interaction and therefore the company culture needs to foster customer-centricity. That is achieved through higher levels of customer experience strategy maturity. One of the biggest problems maturity models have is that usually companies are not strictly in any one category. Most of the companies have some elements from each maturity level. Unfortunately, this situation leads some people to think that they don t have to aim for the higher levels, since they already have elements from those. That will lead your business to crash and burn Better insight from maturity models is to see what are the main differences between the levels and what you can gain more by increasing your maturity. This has been the leading thought behind our customer experience strategy maturity tool presented in this document. But first things first Let s see where you are currently and move on from there!

2 The Customer Experience Blueprint Maturity Model The model has been divided into four different levels plus two supporting levels. The first supporting level is the governance. The second supporting level consists of the enablers. The maturity levels are divided into four categories: organization-centric focus, process centric, solution-centric and customer-centric focus. The figure below describes these in more details: Very likely your organization will have some elements from all of these levels. But don t let that fool you. The question is that which level s elements do you have mostly? And what level would you say that your company (or business unit, department, etc.) is in general? Is your focus more on the products and services that you offer? Or do you start with the customers problems in mind and then find ways to solve those? Now remember that you are closer to level 1 even if you first try to understand the customers problems, but then the solution is based on what you can do and have. That is very common for example in software industry. Too many times they try to understand the customer problem base but then end up with their own software as a solution. What about your governance structures? Is customer in the center of your business in your management models, processes, metrics and incentives? And what about the enablers, do they help you or inhibit you to create value for your customers? Let s find out!

3 Phase 1. Evaluation Let s get straight to it. Select seven topics from the table below: Now, calculate the points. The first column is worth 1 point, the second column is worth 2 points, the third column is worth 3 points and the fourth column is worth 4 points. Example 1: If you chose two topics from the first column, that will total 2 points. If you chose three topics from the second column, that totals 6 points. If you chose 1 topic from the third column that totals 3 points. If you chose one topic from the fourth column that totals 4 points. Now, count them together: = 15 points. Example 2: If you chose four topics from the first column, that will total 4 points. If you chose two topics from the second column, that totals 4 points. If you chose one topic from the third column that totals 3 points. If you chose zero topic from the fourth column that totals 0 points. Now, count them together: = 11 points.

4 Phase 2. Results Congratulations, you just finished your evaluation and we can check the results. Use the list below to see your current situation: 9 points or less: Sleeper points: Sub-optimal Performer points: Challenger 25 or more: Champion Which maturity category did you fall into? Do you agree with the result? Why so? What did you learn from the exercise? Use the figure below to see how these different maturity levels may affect your business performance: As you can see, there are several benefits to be gained through achieving the higher maturity levels. The next step is to discuss how you can increase your customer experience strategy maturity level higher.

5 Steps for Increasing Customer Experience Blueprint Maturity Step 1: Create the customer experience strategy! This is the key thing to do! If you don t have a strategy and a plan to execute it, you are pretty much driving with your eyes folded. And it doesn t take very vivid imagination to know what will come out of that, a lot of wreckage! You need to formulate a clear and concise customer experience strategy, which focuses your efforts into right things. It is not enough to do the things in the right way; you also need to do the right things! But don t worry, we will give you the FREE tools to do this. Step 2: Repair what is broken Keep in mind that if some customers are not part of your customer strategy, they will feel frustration. And you might not even want to fix it! You need the strategy to be able to evaluate, which parts of your customer experience are performing well against the strategy and which parts not. This is not a one-off project, but a continuous improvement process where customer strategy guides the direction. For example one customer of ours used the customer experience strategy tool to formulate their strategy first. Then they used advanced customer analytics to identify those customers, who did fit into that. What they noticed was that actually those customers were generating loss to the company instead of profit! They sold that bad customer segment to their competition and were able to accrue the lost money back from those customers. Step 3: Optimize the customer experience based on the strategy If implemented successfully, the first two steps will reduce negative experiences for your target customers and make it far less likely that new problems will emerge so often. You can take customer experience from poor to OK quite easily, and keep it there. But to go from good to great, companies need to use more sophisticated tools for making customer experience decisions. AT&T Mobility, for example, had been tracking and fixing customer experience issues since But in 2012 the firm moved up the maturity ladder by adopting a more rigorous process for analyzing the value of great customer experiences. Customer experience and finance experts combined customer interaction data, Net Promoter Scores, and financial metrics to create a model that shows which aspects of customer experience contribute most to things like revenue per-user, cost of service, and churn rates. Business leaders now use this information to guide business decisions based on a more complete understanding of the customer lifetime value and benefits of each proposed action.

6 In addition to best tools, companies at this phase need to adopt employeetraining programs to make sure the employees have the skills to deliver the optimal customer experience. For example, Progressive Insurance uses behavioral analytics to personalize the coaching that managers give call center reps. The Cleveland Clinic put all 42,000 of its employees through empathy training, even those who don t work directly with patients. And Virgin Media now builds empathy among its top 120 directors by requiring them to spend a week in a frontline job so that they know what to do to make things easier for those serving customers every day. But you should start from educating yourself and your immediate colleagues first to get the momentum going. We can help you to do that also. Step 4: Differentiate By the end of previous step, companies have acquired the ability to consistently deliver a good customer experience, detect when things go wrong, and adjust proactively accordingly. But if they want to have a shot at creating significant competitive advantage, companies must go further, adopting practices that help them consistently reveal unmet customer needs and expectations. For many companies that s a big shift, but a truly differentiating customer experience may require a company to operate in dramatically new ways. For example, when interactive agency Organic was working to redesign the online experience for a chain of high-end fitness clubs, agency members became members of those clubs, participated in classes, and observed how others used the club. They even made a documentary-style film to capture the movement, expressions, and body language of customers. One key insight that arose from the study: people who take spin classes always like to use the same bike. If they can t get the bike, they don t show up. That s why the fitness club site now allows users to not only reserve a spot for the spin class, but also reserve the actual bike that they want. According to the agency, We would not have discovered this need if we hadn t gotten away from our desks. The next steps forward We will send you soon more information on a practical customer experience strategy tool, which you can use immediately to start planning your strategy. And you ll get it all for FREE! Meanwhile, please share the word. We would love to see more people benefiting from our material. Please, point your friends and colleagues to here: /customer-experience-blueprint