HOWTOEXPERIENCE are experts in Customer Experience Strategy and Implementation. I d highly recommend David and his team for any customer experience project. Nicola Collister, Customer Experience Director, Shop Direct Customer Experience Benchmarking Get fast track insight to align your team and close the gaps Rank your customer experience practices Learn from the very best
The HOWTOEXPERIENCE Model Smart Organisations deliver consistent, winning experiences because they understand what s happening and why. The HOWTOEXPERIENCE model captures the smart practices the best organisations deploy. By comparing practices, all organisations can become smarter. David Williams, CEO HOWTOEXPERIENCE Customer Experience Thought Leader Asking yourself the tough questions? The difference is experience Smart Organisations aren t afraid to ask themselves tough, searching questions. Especially when they know the answers can shape a better customer experience. Consistently good experiences drive Word-of Mouth, lowering acquisition costs. They grow share of wallet; reduce cost to serve and result in customers staying longer. Customer Experience Management (CEM) starts with understanding your position. Are you certain you re getting most value from your efforts? Is your approach effective? What specifically do you need to improve? It s these vital How to questions that our benchmarking service answers - quickly, effectively and decisively. Get answers that will: Enable new CEM teams to get out of the blocks quickly with a blue-print for success Steer more mature organisations to improve customer engagement Ensure that planned experience improvements will deliver value Learn from the best Over the last ten years we ve worked across the globe on Customer Experience strategy and implementation with brands such as American Express, British Gas, Royal Bank of Canada, Shop Direct (Littlewoods and Very) and Vodafone. Our benchmarking service distils the findings we ve observed into a comprehensive Customer Experience Management best practice model. It s a blue-print for success. Get fast track insight Our CEM specialists scrutinize your processes, comparing you across the 4 stages and 16 disciplines of best practice CEM. You ll get specific recommendations on what adjustments to make to close the most important gaps quickly. The difference is experience. Experience the difference. Get the answers a Smart Organisation needs. For more information and to arrange a meeting, call David Williams on 01628 777945 or Email: davidw@howtoexperience.com Align your people to the vital actions that move the organisation forward Page 1
The HOWTOEXPERIENCE Benchmark Model spans 16 critical Customer Experience Management disciplines. Get clear, unequivocal answers to the questions YOUR organisation needs to ask... Understanding Customer Journeys: Where can we improve experience and business results? How can we pinpoint the gaps? Insight: Do we have the right analysis and research? Can we turn it more reliably into insight? Key Factors: What do customers value most? How can we use it to drive their loyalty? Value: What s the financial gain if we improve the experience? How should we prioritise the benefits? Designing Strategy: Is the business model defined clearly? Does everyone understand what we aim to achieve, and why? Brand: Have we defined our brand s purpose? Can we make this an ownable brand experience? Design: How do we want customers to feel? What innovation is needed? Proposition: Are we turning what customers want into compelling experiences? Are we communicating clearly? Delivering Culture: Is day to day operation aligned to experience strategy? Are people collaborating fully? People: Do our people processes drive the right behaviours? Are we clear on the role we want our people to play? Capabilities: Is there a well defined operating model? Is it supporting experience effectively? Improvement: Are employees empowered to make improvements? Is change being achieved? Managing Strategic Alignment: Are experience initiatives part of the business plan? Are they cascaded effectively? Measurement: How do we measure what customers say vs. what they do? Do internal metrics reflect customer outcomes? Management Process: Are the right people meeting to review experience performance? In the right frequency? Programme Management: Are the right initiatives prioritised? Are we driving through changes effectively? HOWTOEXPERIENCE made the brand experience a board level agenda item. Giving actionable insights and a clear roadmap within a compelling commercial framework. Anne Shannon, Head of Customer Experience, British Gas Business Page 2
THE PROCESS Our evidence-based benchmark study can take as little as two weeks. Most executives will simply need to give up an hour of their time for interview and to attend the presentation of findings. And then take action. A Kick Off We work through the exact scope of the study with you to agree what s required and how it will happen. We will: identify the key people we need to interview to be able to evaluate your practices; set the interview timetable and workshop dates; and identify key documents and management reports required. B Desk Research Based on our requests, you draw together the key customer experience documents needed - metrics, research, management processes and plans. We ll review this data and use it to shape our interviews and further investigations. C Interview We interview a cross-section of staff (c.10) involved in all four stages of the customer experience cycle. By the end of this process we ll know your organisation better than many who work within it. CE Sponsors often sit in: it s a great engagement session. D Analyse, Score & Prepare Report We pull together our findings and score against all of the practices in the model. Where we have gaps or queries, we respond with questions. Once we ve walked the sponsor through the findings, we ll prepare the report and final recommendations. This will highlight both quick wins as well as strategic imperatives. E Presentation (The ExperienceShop) We circulate the report and present back key findings to the senior team. We bring findings to life with best practice examples. We workshop priority areas and agree improvement next steps. As required we provide further implementation support. Page 3
DELIVERABLES We answer the following questions: How do I rank? Scores, graphs and benchmarks across the 16 CEM disciplines Each practice is scored and expressed as a percentage compared to the model. Scores are aggregated for each of 16 disciplines and a quartile score and benchmark allocated against all other companies. Detailed scores and comments are available by practice Each practice has comments and where necessary a recommendation allocated. The practices are scored according to the evidence provided. We normalise all scores to ensure consistency. Where are my gaps? About your summary report This highlights key gaps, the vital few key actions as well as a number of quick wins. It is brought to life with best practice examples. This is presented to senior management to gain buy-in, understanding and allow questions. Online portal holds your detailed results, actions & support For each practice you can drill down to scores, notes and actions and even add your own. Use the KnowledgeCube to build competence and Ask the Expert when you run into the odd roadblock. Page 4
DELIVERABLES We answer the following questions: What should I do specifically? Get to Green An Action Planner helps you keep track of actions via the online portal. What do the best do? Our KnowledgeCube Supports the findings and contains extensive hints, tips, resources and best practices. Page 5
HOWTOEXPERIENCE The difference is experience. HOWTOEXPERIENCE believes there s nothing more powerful than an experience with a purpose. We all remember them: the emotions they stir, the positive behaviours they drive and the results they bring. HOWTOEXPERIENCE is a customer experience consulting business. We aspire to be the very best in the world. For the last 10 years we ve worked with big blue-chips as well as innovative start-ups, delivering all aspects of customer experience improvement. Our consultants build value with clients and customers. We re interested in changing an individual s experience of the world and then changing thousands. We Move People. How we do it We connect: take time to understand your story; see the real need; add value Show the way: find possibilities: practical; clear on every step Give it MMFF: Meaningful, Memorable, Financial and Fun What we do We drive business results by diagnosing, designing, and delivering better experiences across all channels. Specifically, we: Improve interactions Customer Journeys: mapping; designing & improving Benchmark Customer Experience Develop Customer Experience strategy and roadmap Build robust business cases Optimise customer contact return Rapidly analyse and identify opportunities to increase contact returns through the lifecycle Rapidly incubate these ideas in our contact innovation centre Transform organisations Develop Organisational Design and Performance Management systems & metrics Drive effective change Managing improvement with web-based Programme Management Tools Deliver bespoke leadership, CEM professional and frontline training programmes The difference is experience. Experience the difference. For more information and to arrange a meeting without obligation, call David Williams: Telephone: 01628 777945 Email: davidw@howtoexperience.com Page 6
Lots of well-meaning tosh is talked about customer experience, but David Williams is a genuine expert. If you really want to map and explore your customer experience and develop actionable plans to improve it - then work with HOWTOEXPERIENCE. Many businesses have false impressions of their own customer experience that are as wrong and as long lasting at the Mythical Mountains of Kong. Alex Batchelor Chairman Marketing Society HOWTOEXPERIENCE 19 Wethered Park Marlow, Berks SL7 2BH tel: 01628 777945 email: davidw@howtoexperience.com www.howtoexperience.com