OMG 2015 Business Architecture Innovation Summit – Customer Experience Architecture
Description
Digital customers are ahead of most businesses. This presentation will present opportunities for businesses to develop and evolve digital abilities. Using a customer architecture strategy will enable business architects to identify the core elements of the digital strategy and help the organization focus on the digital capabilities that create value for the business and its customers.
Transcript
London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com
Customer experience architecture LIVEWORK EVENT Berlin, June 2015 to being insured Reducing barriers CLIENT CASE GJENSIDIGE About us ABOUT US #MelvinBF @mclark497 ABOUT US Customers’ story Organisations’ capabilitiesBusiness impact What we want talk about… now The customers’ experience 10 Call centre Mobile Retail 3rd party Online Aware Interested Decide Buy Early use Regular use Customers’ experience starts here. 11 Customer experience with an organisation Call centre Mobile Retail 3rd party Online Aware Interested Decide Buy Early use Regular use Customer engagement with the organisation starts here. 13 User experience with the product/service starts here. 14 The power of irritations 16 Unaware Aware Interested Buy / Contract Receive & setup Early use Normal use Change use Incident Reconsider Leave Attract Make offer Help decide Sell Help setup Assist Inform Support Resolve Recognise Understand 17 “We will stop irritating you” 18 Why architect the customer experience Understand the customer experience 20 Interested Buy Receive & setup Early use Use Change in use IncidentAwareUnaware Reconsider Help decide Sell Setup Assist Inform Support ResolveMake offerAttract Recognise Aware Interested Buy Receive Setup Early use Use Retail Online Call centre Aware Interested Buy Receive Setup Early use Use Retail Online Policies People Process Procedures Practices System Call centre Make offer Help decide Sell Deliver Setup Educate & Assist Inform & Support 24 Customer experience informs business decisions 25 Project Manager Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals Management Sponsor Team Member Clarity on progress Local market SME Programme leader External partner Coordinator Tasks assigned Receives actions Loads approved version Receives approval request Status update 26 Management SponsorProgramme leader Receives approval request
Status update ensuring clear decisions and approvals Status update: K Holistic Update: Brazil has adopted best in class 27 not just your customers Ask the public, CLIENT CASE VIVO How to architect the customer experience Understand the customer context Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Recognise me and continue the conversation Interested Decide Buy Early use Medium High Low Interested Decide Buy Early use 32 Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Recognise me and continue the conversation Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Interested Decide Buy Early use 33 Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel
Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation They want whah??? Impossible Huh?? Interested Decide Buy Early use 34 Architecting the customer experience 35 36 Online channel People Policy Process Procedures Practices Systems Retail channel Sell Deliver & setupMake offer Educate Buy ReceiveDecide Early use Customer experience: buy online and have device delivered in a shop to be setup by an expert Business ability: able to sell and deliver devices to customers across channels 37 Online channel Sales Marketing Operations IT HR Finance Retail channel Sell Deliver & setupMake offer Educate Buy ReceiveDecide Early use Customer experience: buy online and have device delivered in a shop to be setup by an expert Business ability: able to sell and deliver devices to customers across channels How to scale customer experiences 38 Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation 39 Visit store for help Access online information and tools
Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Interaction Information Transaction Interested Decide Buy Early use 40 Visit store for help Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Interaction Information Transaction Interested Decide Buy Early use 41 The digital systems 42 Visit store Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel
Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Systems of engagement Experience Layer Systems of record Interested Decide Buy Early use 43 Required ability Provide the “top3” options/ next steps Required ability Provide basic setup and configuration N/A Visit store Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now Make a purchase Recognise me and continue the conversation Systems of engagement Experience Layer Systems of record Interested Decide Buy Early use Required ability Help the customer buy the “best” offer Required ability Process payment and activate service Required ability Help customer decide by providing basic advice Required Ability To recognise customers from other channels.
N/A 44 start A perfect CLIENT CASE GJENSIDIGE just the beginning The bill is CLIENT CASE HAFSLUND How customer experience architecture can be disruptive 48 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2015 2016 2017 Objective 1:Reduce number of service requests Objective 2:Prevent common service incidents Objective 5 & 6: Digital service strategy: High customer touch at low cost to serve Reduced cost to serve due to interventions Higher number of high value customer interactions Number of incidents without intervention Objective 3 & 4: Operational and customer service improvements Fewer incidents due to short & mid term objectives Welcome Setup Use Receives the product, starts the service Early stages of being a customer and dealing with the transition to service provider Familiar with the company, its product and service, establishing regular energy consumption Change in personal situation or circumstance that impacts the contract Receive & Setup New customer Customer Change in use Setup: Make sure the customer is familiar with the phone and core services Educate: About the product and other features Personalise: Make offers and recommendation on how to use additional services Seduce: Offer incentives to use new services and introduce others Customer experience architecture Business capabilities required Visit store Access online information and tools Call centre Mobile Store 3rd party Online Visit to 3rd party channel Visit mobile site Want information that is easy to understand and use Need help to decide Need help to buy and activate Solve my issue here and now
Make a purchase Recognise me and continue the conversation Service to be delivered 52 Customer experience that is desired http://liveworkstudio.com/berlin www.liveworkstudio.com Thank you! @liveworkstudio Melvin Brand Flu +31 625 289 004 melvin@liveworkstudio.com Mike Clark +44 7730275032 Mike.clark@cohesion360.com
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