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 Shocking Truth about Customer Experience


The single biggest piece of advice I give to senior executives setting out on the Customer Experience journey is to STOP. Yes seriously, the vast majority of CX efforts are completely misaligned.

CX Efforts Misaligned

Don’t get me wrong the intentions are good. Unfortunately, it goes something like this:

  1. Top Team are listening and decide they need to get with this customer centricity/Outside-In/working backwards thinking.
  2. Senior Management makes noises that the customer is THE thing the business must focus on.
  3. The Executive engage the marketing and sales guys to get with it and start pushing the message.
  4. Functional leaders hear the noise and bluster. They start using the language, whilst thinking this is just more fluff and nonsense. They make the right noises for now but keep their heads down, because they know this will go the same way as so many other ‘strategic initiatives’.
  5. Fundamentally functional heads carry on working with the out of date reward system that promotes sub-optimal industrial age thinking and practice.
  6. The Executive see the usual inertia, results not coming through, apathy and indifference and decide their business isn’t really an Amazon.
  7. Top Team then reverts to just getting better at what we are doing, then when someone in ‘our industry’ proves it we will follow.
  8. Functional leaders breathe a sigh of relief and invest even more in industrial age systems and training. The illusion of doing something, in this case, is actually worse than doing nothing.
  9. The businesses failure is noted by customers who move to those who do understand and deliver Customer Experience success.
  10. The company becomes another footnote in the history books. Talked about at business schools and picked apart because of the failure to get the new Outside-In customer-centric mindset.

Making Customer Experience Successful everywhere all the time

This isn’t rocket science (unless you are NASA of course). Understanding that the structures and ways of working from the industrial age were NEVER designed to be customer-centric. They were established to make things faster by optimizing production lines.

And oh, don’t think because you are not in manufacturing you are OK. It is likely your complete ways of working will be making everything look like production management systems, with talk of leaning out, waste reduction, standardization, efficiency, productivity. Sound familiar?

Understanding this Customer Experience misalignment is fundamental.

I encourage doing three things before re-joining the CX road-march:

  1. Understand how big the gap is between what you are doing and what Successful Customer Outcomes you need to be delivering.
  2. Audit the current key performance indicators.
    Are they mostly about outputs?
    Usually, the balance will be 80% output metrics (like calls answered, Average Handle Times, Abandoned Rates, Projects completed on time to budget etc.).
    Meanwhile, the really important measures that tell you a Successful Customer Outcome is being achieved will only be a small proportion.
    What you measure is what you get and no amount of Customer Experience drum banging will work unless those measures of Outcomes become the most important.
  3. Create an awareness of what real CX success is all about.
    This isn’t just the stories. It is about the actual things on the ground that need to change. The WHY and the HOW go hand in hand. Often times upskilling a group of key players at all levels to make them Ambassadors for the Customer achieves way more than massive corporate investment in branding and image.

In conclusion, Customer Experience cannot be treated just like another corporate initiative. To achieve success requires a significant shift in mindsets, and when that is achieved the realignment of the Enterprise to Outside-In can really begin.

Want more guidance and tips like this?


☑ More Articles like this one
– visit my CX Obsession resources

 ☑ Upskilling and mentoringEvery level from the boardroom to the lunch room – BP Group

☑ In person and virtual trainingThe ACXM™ program

 ☑ Executive briefings and keynotesHow to get your hands on me and other CXperts (see what I did there?)

The 5th DC session is now open for registration

Come on down guys and gals (don’t want to seem sexist)

Professional Certification reaches new heights in USA, UAE, UK, South Africa, Nigeria and India this month

The year always starts with a rush of events and this last few weeks have been no different.

CPP Professionals in Florida

So far leading members of the community have attended the Annual Conference in Florida, participated in Certification programs in Dubai, Johannesburg, Orlando, Cape Town, Mumbai and London. 

In just one month we have 25 new CPP Champions, 100+ CPP Masters and 150+ CPP Professionals.

Couple that with new partners in West Africa and Australia and you get the buzz out there.

CPP Champions in Orlando

The coming few weeks see events in Sydney, Melbourne, Washington DC, Detroit, Dubai, Cape Town, Lagos, Bangalore, San Francisco… and that is just the ‘open’ program. 

We also have in-house coaching, mentoring and certification so there is absolutely no doubt that the Customer is front and center for all our organisations in 2016.

CPP Masters in Dubai


So What are you doing to advance your capability? 

Erika Westbay – Community Award of the Year











Review and see why there just is so much happening!
http://www.bpgroup.org/book-class.html

CPP Masters in London









This explosion in interest reflects the growing trend to link all things process with Successful Customer Outcomes, so why not join us all for a refresher or encourage your colleagues to take that next step to professional and enterprise success. Coming to a city near you soon.


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html


CPP Champion Erika Westbay is the best in the world!

The annual PEX conference features great talks, excellent networking and the yearly Awards for outstanding projects and achievements.

As always the bar keeps getting higher and we are thrilled to announce that Erika Westbay, Programme Director at the Nature Conservancy and
BP Groups first ever CPP Champion (back in 2006) has now achieved another world first as the 2016 ‘Community Contribution of the Year’.


It is a huge appreciation from the community for the effort and success Erika has achieved both within her own organisation and the world at large.

Erika Westbay ‘Community Award of the Year’



Congratulations Erika and keep pushing us on to achieve more!

Here is the list of complete winners:

Category: Best Process Improvement Project Under 90 Days
Winner: MI Department of Licensing & Regulatory Affairs (LARA)
Category:Best Business Transformation Project
Winner: Optus
CategoryBest Project Contributing to Customer Excellence
Winner: Bristol-Myers Squibb Manati
CategoryBest Technology-Enabled Process Improvement Project
Winner: Globe Telecom
CategoryBest Start Up Business Process Excellence Improvement Program (Under 2 Years)
Winner: Dos Pinos
CategoryBest Business Process Excellence Improvement Program (Over 2 Years)
Winner: Lockheed Martin
CategoryMost Innovative Approach to Driving Culture Change
Winner: BASF Corporation
CategoryProgram Director of the Year
Winner: Sridhar Krishnan (Catalent Pharma Solutions)
You can review this years and the 2017 event via www.pexweek.com

Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Emirates success

Certified Process Professional Masters Champions (CPP-Master) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html

Certified Process Professional Champions in Melbourne

Australian and New Zealand organisations are advancing apace with their adoption of the Customer Experience Management Method (CEMMethod). Five new CPP Champions completed Levels 1-8 to gain top notch accreditation into the worlds largest professional customer experience management qualification.

With the financial sector, real estate, non profit and executive leadership companies represented the delegates reviewed Customer centric Strategy, leadership and execution from the Outside-In.

>> Learn more >> 

Certified Process Professional qualification www.certifiedprocessprofessional.com

The CEMMethod
www.cemmethod.com

Upcoming workshops – Johannesburg | Denver | Dubai | Londonhttp://www.bpgroup.org/book-class.html

Melbourne CPP Champions celebrate a fantastic achievement
(l-r) Lyall Shapiro, Domenico Pinto, Rajkumar Subramaniam, Kath Milne, Jena Mayne


Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Amazons success

Certified Process Professional Masters & Champions (CPP-Master) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html

PEXweek Australia extraordinary success

As a delegate and participant this was the best PEX week Australia event to date.
Crisp and topical with many excellent speakers and 100% new case studies.
Well done to the on the ground team PEX team of Dana Hutchinson and Lisa Ao led by Siobhan Corry.

The event was Chaired by Morgan Jones, Executive Manager at CBA, and Compass Business Club Ambassador.

I will complete a full review in a couple of days once we have the videos in place 🙂

Meanwhile 24 new Certified Process Professionals completed CPP Level 1&2. That pushes the Australia BP Group CPP registration to over 1,000 individuals and 300+ organisations.
If you are in Australia, New Zealand or South East Asia we will be co-hosting with IQPC and the PEX Network another one day Masterclass in October, more details soon.

Congratulations to the new Certified Process Professionals from PEX week 2015
in Sydney, Australia
www.certifiedprocessprofessional.com | www.bpgroup.org



Join us to learn the Secrets of Apples, Googles, Zara, Zappos and Amazons success

Certified Process Professional Masters
(CPP-Master) Program

An internationally recognized program with proven track record delivered by been there and done it coaches more than 150 times, in 57 cities with delegates from 108 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and framework to help you and your organization win the triple crown – simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable business results across any industry and sector.

Become a qualified CPP-Master and demonstrate your professionalism http://www.bpgroup.org/book-class.html


Who do you want your customers to become?

According to MIT innovation expert and thought leader Michael Schrage, if you aren’t asking this question, your strategic marketing and innovation efforts will fail.

In this latest HBR Single, Schrage provides a powerful new lens for getting more value out of innovation investment. He argues that asking customers to do something different doesn’t go far enough—serious marketers and innovators must ask them to become something different instead. Even more, you must invest in their capabilities and competencies to help them become better customers.

Schrage’s primary insight is that innovation is an investment in your client, not just a transaction with them. To truly innovate today, designing new products or features or services won’t get you there. Only by designing new customers—thinking of their future state, being the conduit to their evolution—will you transform your business.

Schrage explains how the above question (what he calls “The Ask”) will incite you and your team to imagine and design ideal customer outcomes as the way to drive your business’s future. The Single is organized around six key insights and includes practical exercises to help you apply the question to your current situation. Schrage also includes examples from well-known companies—Google, Facebook, Disney, Starbucks, Apple, IKEA, Dyson, Ryanair, and others—to illustrate just what is possible when you apply “The Ask.”

Marketing executives, brand managers, strategic innovators, and entrepreneurs alike should understand how successful innovation rebrands the client and not the product. A requisite question for its time, Who Do You Want Your Customers To Become will liberate you and your team from ‘innovation myopia’—and turn your innovation efforts on their head.

He argues that asking customers to do something different doesn’t go far enough—serious marketers and innovators must ask them to become something different instead. Even more, you must invest in their capabilities and competencies to help them become better customers.

As we say here at BPM Towers – If you can figure what the right thing to do is you will innovate to do it!

A good read for gaining even more Customer Insight.

http://www.amazon.com/Want-Your-Customers-Become-ebook/dp/B008UCBB1C/httpwwwstevet-20

North America Certified Process Professional program

North America (NAM) – The Certified Process Professional

The Certified Process Professional


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Thank you once again for the truly Copernican learning experience that we had in June.  Outside In is immensely appropriate here and so far our executives like the message.
Ernst Hertzog
, Business Process Engineer | Operations, MEDICLINIC SOUTH AFRICA

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