6 Ways to Transform Process and the Customer Experience (at the Same Time)

Steve Towers Keynotes

Where do I start?

I was keynoting a conference in Europe recently, and senior executives in the room were getting the rationale behind moving Outside-In. However, there seemed to be two perplexed groups in the place.

One was what a refer to as the ‘traditional process guys’, and the other ‘the customer is first people’, and interestingly they both asked the same question “Where do we start?”

My honest and most direct answer is “You do not have a choice. You have got to start where you are and go from there!” OK, I get what you’re thinking, how could they take that away and begin to transform their organizations?

So, I walked them through TWO distinctly different ways to navigate to Outside-In working and practice, depending on your mindset, enterprise history and maturity. For the two categories of customer in the room, the NEEDS are the same, just the way they navigate to achieving them is different.

What are the Results?

From a results perspective, both approaches focus on winning the triple crown, that is Improving Service, Growing Revenues and Reducing Complexity (and hence lowering costs).

ApproachProcess EngineeringCustomer First
FocusProcess is the starting pointStarts with Customer Needs
ScopeReengineering the ProcessesAligning everything to Customer Needs
IntentionBuild out from Process to Department to Division to EnterpriseArticulate Successful Customer Outcomes and Remove the complexity of things that do not contribute to it
BenefitsLocal wins building to business-wide transformationImmediate delivery against Triple Crown benefits
Executive Buy-inSlow burn, however when they see the benefits and ‘get it’ the support is significantStarts at the strategic level so influences everything the organization does
RecommendationIf your remit is just ‘improving processes’ this approach will get you their steadily, however, the challenges facing traditional business are seismic so is there time? So, make immediate gains but push hard for more quickly.By demonstrating the value of ‘customer first’ in terms of the triple crown the enterprise can align quickly and effectively. Importantly avoid the ‘soft and fluffy’ sentiments expressed by many in the customer experience world.

How can I Implement?

Back in 2006 the BPG launched the CEMMethod™ and built out an approach, using the 50+ techniques based on global next practice from companies like Virgin, Zara, BMW, Zappos, Apple and Emirates. Since then more than 3,000 companies in 116 countries have become accredited and certified to transform their processes and organizations.

Now in version 11, the choice you make in deployment is based on your ambition and remit within the enterprise.
If you are a leader needing to embrace the digital customer ‘Customer First’ leaps out as the main option. Alternatively, if you are in a traditional process-based business (lean, six sigma, BPM etc.) the more conservative ‘process engineering’ approach may be preferred.

You can access the following resources that will help you make an informed choice:

CEMMethod™ – review its potency and pedigree:
www.cemmethod.com

Outside-In The Secret of 21st century companies (free access): http://bit.ly/StevesOIBook

The Accredited Customer Experience Program 2018-19: https://www.bpgroup.org/acxp1819.html

The Certified Process Professional Program: https://www.bpgroup.org/certifiedprocessprofessional.html

I look forward to guiding you to transformation when you are ready!

The Ten Commandments of Customer Experience Management

It is good to have a guide in life. Many of us share political creeds, religious beliefs and codes of honour to guide our decision making. Wouldn’t it be crazy good to have the same for the doctrine of Customer Experience?
When I co-authored the best selling book “CEM Success without Exception” back in 2006 Customer Experience Management was in its infancy.

Now twelve years later we have the accumulated wisdom of the giants of Customer Experience Management, proof that focus on Successful Customer Outcomes, Outside-In and working backwards are fundamental to becoming a winning organization.

It is with these thoughts in mind and the worthy experience of many that I set pen to paper to craft these tenets as guidelines for all of us seeking to maximise our deployment of Customer Experience Management.

1. Customers are first, center and last for everything.

Understanding that all the work an organization undertakes ultimately stems from a customer interaction is key. Work to engineer every experience to the optimum.

2. Listen to the questions customers ask you.

Resist voice of customer surveys (they are biased and unrepresentative) and focus on understanding and articulating needs – the Needs of the Customer.

3. Stop selling and let people buy.

Customers are now prosumers and most know what they want and how to get it. You will not win them if you force sell; in fact, you will make enemies of them.

4. Map the Complete Experience.

This is both the stuff the customer sees (the customer journey and the brand promise) and the work that takes place across the rest of the organization to support all interactions. Combine those the Employee Experience and the Customer Experience you are nearing the Complete Experience; these are not separate things but should be viewed through the same lens.

The CEMMethod.com can help you in seeing the Complete Experience. 

See also 6 step ‘Duck Theory’ videos: http://bit.ly/DuckTheoryJames

5. Create your brand and be the brand you create.

Customers develop trust when you say what’ll you do, and then do what you say. Conversely, do not project yourself as something you are not.

6. Be consistent and truthful across all your channels.

Customers will interact in ways and times that suit them, so ensure you keep a coherent message across all experiences.

7. Act on People liking people.

Do not hide behind automation, whether that is voice systems, web interactions or even text messaging. The most intimate relationships are formed with people, not computers.

Keep in front of the song.

8. Creating memorable experiences requires anticipation and coordination.

Fix problems before they happen, and when problems do arise (they will) pull out the stops to put things right.

9. Design every customer experience for the category of customer.

You should never ever treat all customers in the same way. Personalization and direct communication are proven winners in an era of standardization.

10. Employees are your first customers.

If they ain’t happy your paying customers won’t be either. Treat your people well and let them know they are the most critical part of the brand and the complete customer experience.


Join us for Complete Experience Management with coaching, training, consultancy and Certification at www.bpgroup.org 

How much do you need to know to know you know you know enough?

Knowing what you don’t know is a great starting point

>> We start out not knowing what we don’t know

>> We then get a bit better and we know what we don’t know

>> It gets better, we then know what we know

>> And ultimately, we then don’t know what we know

Think about when you were learning to drive…

As kids traveling with Mum and Dad, they drive the car and we get there (eventually)

We then get to teenage and start to drive that same car – OMG – the gas pedal, the watching, friggin hell the other road users, the SPEED, the signals!

And then we settle into it, it starts to become second nature, until

We do the Route 66 road trip, enjoy the bars, the people, however we don’t remember much but arrived safe and well because there was no blood on the hood!

So what? The CEMMethod feels the same!!

And yes it is a helluva ride, but you will get there. It’s proven.

Join us soon in Denver, Washington DC, London, Dubai, Johannesburg or Melbourne.

Seriously, you gotta know this stuff to know you don’t (spooky eh?)

The 3 Significant Reasons Why You Need The CEMMethod

CEMMethod guides the CX Management Strategy

Do you know the CEMMethod?

Born in 2001. Launched in 2006. Now in version 11.