Last week we reviewed the 4th of the five main CX Challenges -Metrics Are Just Not Good Enough (link). This week, in the final segment, we asked the question “Are CX Communicatons working well?”
The BP Groups 30th Annual Survey focused specifically on developing challenges facing the adoption of Customer Experience and Customer Centric practices.
The Five CX Challenges (and Next Practices)
This week we ask the question “Are Your CX Communications working well?”
Here is the Video from the recent webinar:
Summary of Customer Experience Metrics Are Just Not Good Enough
Last week we reviewed the third of the five main CX Challenges -Mindsets Are Getting In Way (link).
The BP Groups 30th Annual Survey focuses specifically on developing challenges facing the adoption of Customer Experience and Customer Centric practices.
We have now reviewed 3 of the 5 challenges, let’s see how industrial era metrics prevent a customer-centric evolution
The Five CX Challenges (and Next Practices)
This week we ask the question “Is Your CX Measurement system working well?”
Here is the 12 minute Video from the recent webinar:
Summary of Customer Experience Metrics Are Just Not Good Enough
You may have seen the recent posts discussing the difference between inside-out (industrial era) and Outside-In (Customer Age) thinking and practice. At the heart of the difference is the contrast between Outputs and Outcomes.
In the Industrial Age Outputs were king in the form of cars made, factories built, pizzas delivered, and so on. It was simply good enough to improve efficiency and productivity to deliver success. Not so in the Customer Age where Outcomes delivered has become the thing.
It really has become a differentiator between those who are succeeding, despite the pandemic, and those who are struggling.
Since I wrote the book ‘Outside-In The Secret’ in 2010 I have had so many conversations at all levels in global companies describing the huge difference in this mindset of delivering successful business and customer outcomes in contrast to old industrial age outputs.
Unfortunately people who should know better are still confused. In this article we will:
Define the seismic difference between Outputs and Outcomes
Provide recent examples
Share useful resources
Let’s start with definitions:
An Output is what we produce, what we make. Say a completed car.
A Business Outcome is a result of what we make. In the car example, it would be Revenue.
But wait, in the Customer Age there’s more…
A Customer Outcome is what we deliver for the Customer. For the new purchase, it could be Joy at buying the nice bright shiny new car.
The problem and the confusion.
Most businesses have inherited a legacy of measurement systems focused on outputs. So say for instance in a customer contact center we would have metrics like calls handled, abandoned calls, average handle times, first-time response, customer satisfaction stats, net promoter scores, and so on. But these are all output measures.
Another example might be in the Program Management Office where measures may include things like the number of projects underway, the progress against budgets, and achievement of the deliverables.
Outputs should be explicitly connected to Business and Successful Customer Outcomes
Now here’s the rub. If you connect the achievement of these outputs with rewards systems you will potentially fail big time. And if in the contact center people aren’t caring about the outcomes (the results of the outputs) we might get really good at doing dumb things. In the Program Office if the deliverables aren’t aligned with Successful Customer Outcomes we may become really efficient at delivering the wrong things.
And another thing people familiar with outputs often argue the case that Outcomes are less quantifiable. Not so. Business Outcomes include things like Revenue, Cost Optimization, Service Delivery, Effective compliance, and so on. You can’t get any more quantifiable than that. Now with Successful Customer Outcomes, we may have a description of what that feels like – BMW’s ‘Joy’ for instance or Hallmark Cards ‘Expression’.
Connecting the Dots Over the last two decades, a model has emerged that literally links Outputs to Outcomes. There is a hierarchy that connects Tasks to Activities to Outputs to Business Outcomes and ultimately Successful Customer Outcomes.
We will review that model and thinking in the next article.
For now look at your metrics. Are your measures of success outputs or outcomes?
Do you want to embrace advanced Customer-Centric thinking and become Outside-In?
Last week we reviewed the second of the five main CX Challenges – Customers Have Changed Forever (link).
The BP Groups 30th Annual Survey focuses specifically on developing challenges facing the adoption of Customer Experience and Customer Centric practices.
Over the next few weeks, we will review each of the main challenges and the emergent Next Practices to overcome.
The Five CX Challenges (and Next Practices)
This week we ask the question “Is Your organization fully attuned to YOUR customer?”
Here is the 12 minute Video from the recent webinar:
Summary of Customers have Changed Forever Challenge 1 of 5
Thank you Steve, very intense 4 days but amazing and already putting it into practice!
Edwin De Lange, Manager: Customer Experience Design at Mercantile Bank, South Africa
I was struck with awe on the versatile yet practical experience that you shared. Thanks for the wonderful session this week
Engineering Business Systems at Qatar Petroleum, Qatar
Thank you Steve for the high quality & insightful training you delivered Your innovative approach, critical thinking & up to date case studies facilitated this achievement
Muath Al-Azzam, Principal Services & Operations Specialist at Dubai Municipality, UAE
Thanks again for four great and inspiring days.
Christian Becker, Head of Offshore Platform Quality&EHS at Siemens AG, Germany
The BP Groups 30th Annual Survey focuses specifically on developing challenges facing the adoption of Customer Experience and Customer Centric practices.
Last week we reviewed the first of the five main CX Challenges – Customers Have Changed Forever (link).
Over the next six weeks, we will review each of the main challenges and the emergent Next Practices to overcome.
The Five CX Challenges (and Next Practices)
This week we ask the question “Does Your CX Measurement System Work Well?”
Here is the 10 minute Video from the recent webinar:
Summary of Customers have Changed Forever Challenge 1 of 5
Introduction and Background The BP Groups 30th Annual Survey focuses specifically on developing challenges facing the adoption of Customer Experience and Customer Centric practices.
The survey contributors are senior people Accredited in Customer Experience for a minimum of two year and the questions asked through 2020 and 2021 (during the pandemic).
Contributors identified 50+ challenges and from these, we distilled them down to five with subsequent deeper dives to explore how people were meeting and overcoming the challenges.
Over the next six weeks, we will review each of the main challenges and the emergent Next Practices to overcome.
The Five CX Challenges (and Next Practices)
This week we ask the question “Does Your Organisation Understand Its Customers?”
Here is the 10 minute Video from the recent webinar:
Segment from the recent CX5 Challenge sessionSummary of Customers have Changed Forever Challenge 1 of 5
Jim Sinur says “It is becoming painfully evident that traditional communication channels are just not making the grade in these days of group innovation and fast-moving change.
Organizations are dealing with communication challenges that are accelerating in today’s demanding world.
If you have ever had to manage, influence, guide, or participate in or with groups of various people inside or outside your organization, you know how severe communication issues can be.
How did Jeff Bezos do it? Another ‘start in the garage’ superpower? In this short interview, Jeff Bezos shares his wisdom as he prepares to rocket off to new pastures (well new orbits).
Download the Transcript: https://bit.ly/JeffBezos5Things
Do you want to embrace advanced Customer-Centric thinking and become Outside-In?
The rules today incent organizations to pay people for doing tasks and activities. We have to change that.
If we incent people to achieve Successful Outcomes then we win for the employees, customers, shareholders, in fact, everyone except the competitors! This is what PARALLEL enables. Watch the video and try it for free.
