Changing While Achieving Stretch Goals (Case study) 👍

It’s difficult to imagine implementing significant change within a large multi-national B2B organisation while dealing with the complexities of COVID and supply chain issues. However, this case study achieves the triple crown of business benefits by increasing revenue, decreasing costs, and significantly increasing value by reducing “time to respond.”

silhouette man standing on road against sky during sunset
Photo by Pixabay on Pexels.com

This organisation achieved outstanding results by taking an outside-in approach to customer outcomes and driving results through goal-driven collaboration. As a result, they were able to expand on a large scale during the COVID period.

Let’s take a look at this case study: https://lnkd.in/dZCqFfDZ

How to understand and apply the key fundamentals of Customer Experience success

When Steve Jobs kicked off the Customer Experience (CX) movement in 1997 (video here), he crystallized the idea of understanding customer NEEDS before doing anything else.

At the same time, another CX genius, Jeff Bezos, was three years into creating the most profitable company on the planet and precisely understood the working backwards imperative.

A young fresh-faced Jeff Bezos


There is this Need (even though customers don’t know it yet), and I can create the desire and meet that Need now. The rest is history. Watch the 2-minute video here.


Do you want to embrace advanced Customer Centric thinking and become Outside-In?

How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn

Start here and follow these simple steps:

Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP

Step #2 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now

Step #3 – Get the Software:

Parallel | http://bit.ly/Parallel2021

Step #4 – Connect With The Community:

https://linktr.ee/SteveTowers

Step #5 – Keep Pace with Change:

Recent Interview | http://bit.ly/STInnovation

What Rests, Rusts. Step Up to the Bright, Shiny New Accredited Customer Experience® Program

Delivered by Been There and Done It Professionals for Professionals

Australia & Oceania | Americas | South Africa | Europe | GCC – Middle East

The ACX Program features the Accredited Customer Experience Professional®
(ACXP® 2 day x 5 hours per day)
LIVE online INTERACTIVE

The ACX Professional & ACX Master program

Australia & Oceania | Americas | South Africa | Europe | GCC – Middle East

The ACX Program also includes Accredited Customer Experience Master®
(ACXM® 4 day x 5 hours per day)
LIVE online INTERACTIVE

Australia & Oceania | Americas | South Africa | Europe | GCC – Middle East

Australia & Oceania | Americas | South Africa | Europe | GCC – Middle East

Australia & Oceania | Americas | South Africa | Europe | GCC – Middle East

Australia & Oceania | Americas | South Africa | Europe | GCC – Middle East

Australia & Oceania | Americas | South Africa | Europe | GCC – Middle East


Testimonials… hear what others say…

It’s been an honour and privilege to participate and attend the ACX-M course, It was an eye-opener and quite a revelation for me, I became conscious of these important concepts and aspects of customer experience, Thank you for showing us the way.
Product Specialist at Laerdal Medical, India

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

I have to say, every day since I left Denver, I have been able to apply some bit of learning that I got during the ACXM event into not only my job, but my personal life as well. Thank you so much for everything that you’ve done to advance the field of customer experience!
Brett Gill, United States

Thank you Steve for another enlightening and engaging course that just keeps challenging the way we do things®
Edwin De Lange, South Africa

Thanks again for four great and inspiring days.
Christian Becker, Germany


It’s been great training with lots of new tools that we will be able to implement soon I hope. Super interesting information, I am looking forward to reading your book as well. I really appreciated your energy and enthusiasm throughout the training.
Silvia Fernandez Calvo, Spain

Let me take this opportunity to thank Mr. Steve. Your teachings are timeless and they stick perfectly and forever in our minds. We shall never forget you wherever we find ourselves on this planet. Thank you so much, Steve 🙏
Benignus Otmar, Tanzania

Thank you, the experience was enlightening, empowering, educating, encouraging, and engaging.
Natasha Doren, South Africa

Thank you, Steve, I have never enjoyed anything more than the CX course, The weight of knowledge I gained and the enlightenment that I got is indescribable.
Reem Elsadig, Sudan

Thanks, Steve for such an excellent program, the dedicated manner you use to share with us your wonderful knowledge and wisdom in CX, and the time to respond to all our questions! God bless you, thanks a lot!
Yanese Angeles, Dominican Republic

You started me out on this journey my friend. Thanks for letting me live out my passion!
Molly Redenbaugh, Iowa, United States

Thank you! It’s been an amazing journey and you have been a great mentor.
It was an honor taking your class, I am now a confident CPP Master🙏🏾
Masele Masudi Msita, Tanzania

Thank you Steve for your high-quality wonderful Master. I thought the course was brilliant. Thank you for everything.
Ashraf Mohamed, Philadelphia, USA

Thanks again, Steve. Not only have you been a fantastic mentor to me but you have taught me how to mentor others. Thanks for being so supportive and getting me through.
Chandan Chhabra, Delhi, India

Another fantastic learning, personal and professional development experience with you!
Lyall Shapiro, Australia


Do you want to embrace advanced Customer Centric thinking and become Outside-In?

How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn

Start here and follow these simple steps:

Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP

Step #2 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now

Step #3 – Get the Software:

Parallel | http://bit.ly/Parallel2021

Step #4 – Connect With The Community:

https://linktr.ee/SteveTowers

Step #5 – Keep Pace with Change:

Recent Interview | http://bit.ly/STInnovation

Bad Ass Innovation!

Join me for thirty minutes that could change your world… and I promise I will NOT hypnotize you 😉

https://tiptopinfluencers.com/innovatinginnovation6steps

What is there not to like?

The Six Step Innovation Approach… it will Rock your world!
https://tiptopinfluencers.com/innovatinginnovation6steps

Do you want to embrace advanced Customer Centric thinking and become Outside-In?

How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn

Start here and follow these simple steps:

Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP

Step #2 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now

Step #3 – Get the Software:

Parallel | http://bit.ly/Parallel2021

Step #4 – Connect With The Community:

https://linktr.ee/SteveTowers

Step #5 – Keep Pace with Change:

Recent Interview | http://bit.ly/STInnovation

Outputs and Outcomes – what is your Poison?

An output is something you produce; an Outcome is a result of what you produce. “I have answered the customer query” is an output, “I have solved the customer problem” is an outcome. Here’s another… “We have made 10 cars today” is an output, “I have sold 10 cars today” is an outcome. As Steve Jobs said in 1997, “You have to start with the Customer Experience (and their successful outcome) and work backwards.”

Unfortunately, most organizations focus on outputs and correspondingly can get really good at doing dumb things. Think of the call center and the major typical KPI of Average Handle Time (AHT). That is an output measure. But what is the actual Outcome achieved from the customer contact? If your primary focus is the AHT, that’s what will drive the behaviors of the people as a priority over everything else; no matter how much you talk of customer-centricity, if you pay them for great AHT, that is what they will focus on.

A model that we use to help us connect the dots is the Customer Performance Landscape.

It is a fantastic tool for creating the linkages between everyone and everything to ensure we are all aligned to Successful Customers and grow shareholder value. You can experience this in our ACX Master program.

Learn more here: https://bit.ly/ACXM2021


Do you want to embrace advanced Customer Centric thinking and become Outside-In?

How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn

Start here and follow these simple steps:

Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP

Step #2 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now

Step #3 – Get the Software:

Parallel | http://bit.ly/Parallel2021

Step #4 – Connect With The Community:

https://linktr.ee/SteveTowers

Step #5 – Keep Pace with Change:

Recent Interview | http://bit.ly/STInnovation

The CX Quote Book… How do You Increase Customer Loyalty?

Get the Book here: http://bit.ly/CX365Quotes


Do you want to embrace advanced Customer Centric thinking and become Outside-In?

How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn

Start here and follow these simple steps:

Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP

Step #2 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now

Step #3 – Get the Software:

Parallel | http://bit.ly/Parallel2021

Step #4 – Connect With The Community:

https://linktr.ee/SteveTowers

Step #5 – Keep Pace with Change:

Recent Interview | http://bit.ly/STInnovation

The CX Quote Book… Make a Fortune…

Get the Book here: http://bit.ly/CX365Quotes


Do you want to embrace advanced Customer Centric thinking and become Outside-In?

How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn

Start here and follow these simple steps:

Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP

Step #2 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now

Step #3 – Get the Software:

Parallel | http://bit.ly/Parallel2021

Step #4 – Connect With The Community:

https://linktr.ee/SteveTowers

Step #5 – Keep Pace with Change:

Recent Interview | http://bit.ly/STInnovation

The CX Quote Book… 365 days of inspiration!

Get the Book here: http://bit.ly/CX365Quotes


Do you want to embrace advanced Customer Centric thinking and become Outside-In?

How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn

Start here and follow these simple steps:

Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP

Step #2 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now

Step #3 – Get the Software:

Parallel | http://bit.ly/Parallel2021

Step #4 – Connect With The Community:

https://linktr.ee/SteveTowers

Step #5 – Keep Pace with Change:

Recent Interview | http://bit.ly/STInnovation

Three Secret (Top Team) Reasons why we have to get more scientific about the Customer Experience

Complexity is an insidious thing. Humans seem unable to keep things simple and will add rules, reporting lines, and complications seemingly for the fun of it. And process people take it to a whole new level.

Why is that so? There is a simple answer, but many people don’t like it, or don’t want to admit it; if you pay people for doing dumb stuff they get really smart at it.

Are you rewarding people for doing dumb stuff?

Politicians are especially good at creating fiefdoms and empires, and the ones really clever at that rise above the rest, making the problem progressively worse by in-turn recruiting like minded people. 

Now as much as humans have traditionally done this, there is a new kid on the block. And this new kid is defining a whole new way of being, one that is built and operated with the customer at the center of everything.

Don’t get me wrong, it isn’t that people haven’t talked about the customer before, just this time it is very different. The new game is all about customer experience management (CEM). 

Here are a few of the meaningful stats that back this up.

According to Gartner, 89% of all businesses will compete on customer experience this year.

Another 89% believe customer experience will be their main differentiator by 2022.

The Temkin Group found that companies that earn $1 billion annually can expect to earn, on average, an additional $700 million within 3 years of investing in customer experience.

 84% of companies who claim to be customer-centric are now focusing on the mobile customer experience.97% of global consumers cite customer service as important in their brand choice and loyalty.

CX also influences on-the-spot purchasing, too – as 49% of buyers have made impulse purchases after receiving a more personalized experience.

BPG Research 2021

And for those organizations effectively embracing the customer experience CEM is much more than journey mapping and the surface experience. For the leading companies, CEM is the opportunity to connect everything they do, from the customer interaction, right through to individual task, activity, and systems that support them.

Interestingly this eradicates unnecessary complexity and creates a virtuous circle. You figure out what a successful customer outcome looks like, you align everything you do to achieve it, the customer ‘gets it’ and comes back for more, and you evolve the customer experience to be even better next time. 

It is a bit like a fitness regime as you get fitter, you get faster, you become better, and what was once difficult becomes easy.

👑 Those who Get It Win the Triple Crown

Not surprisingly great CEM drives down the cost of delivery, improves service and grows revenue. This triple crown of deliverables becomes the tangible measure of success for Customer Experience Management.

And as if this wasn’t motivation itself to do more CEM the work environment is simplified; we can increasingly reward each other for delivering results and outcomes (doing the right thing), rather than just measuring and rewarding what we do (doing things right).

That is what I mean when we say ‘let’s get more scientific about the customer experience’

Do you want to know more?

Do you want to embrace advanced Customer Centric thinking and become Outside-In?

How You Can become ‘Outside-In’… https://bit.ly/WhyOutsideIn

Start here and follow these simple steps:

Step #1 – Review the upskilling options to become an ACX Professional & Master: https://bit.ly/GCCACXP

Step #2 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now

Step #3 – Get the Software:

Parallel | http://bit.ly/Parallel2021

Step #4 – Connect With The Community:

https://linktr.ee/SteveTowers

Step #5 – Keep Pace with Change:

Recent Interview | http://bit.ly/STInnovation


The North Star Metric and Why You Need It Now

Have you got a North Star metric? It’s one of the essential things for any company looking to innovate and drive growth. If you haven’t created one yet, it is time to seriously figure it out. And today, I will be explaining what a North Star metric is, why it’s essential, and how to come up with one.

The North Star metric is the most critical. It is that Metric that would consistently deliver Successful Customer Outcomes (SCO’s) and drive sustainable growth if you focus on above all else.

For Facebook is ‘daily active users,’ Airbnb is ‘nights booked,’ and for the BP Group, ours is ‘monthly organization upskilling.’

Why is having one important?


Because delivering SCO’s and driving change is a lot of work, and it’s easy to dilute effort and resources on things that don’t move the needle. Additionally, getting distracted with the latest and shiniest new ideas is a common problem. Having a North Star metric keeps everyone in your company focused on the most critical Measure for your company’s success. Chosen wisely, it will connect the dots from the front line to the top team

Creating Your North Star metric

You may already have created it in your Successful Customer Outcome Canvas®[1] (SCOC®). Even if you haven’t yet the steps are straightforward by examining your current key performance indicators and assessing what could be a lead Metric. Examine the metrics in the context of what creates the best outcome, for the business and the customer. It is especially effective when you aggregate the SCOC’s against all your customer categories and bringing out the most significant ones and deciding decide which is the most essential Metric.

Defining that North Star metric can have a considerable impact not only on your immediate customers but on how your company operates overall.

Your North Star metric will be different from other organizations, as is how it’s rolled out and communicated.

Connect the dots, Draw the Lines

Anyone involved in delivering Successful Customer Outcomes and driving growth for your company, from the ‘C’ suite to the marketing team to the operations team and all of your external agencies, should be clear on your North Star metric and their role in driving it forward. If you don’t have one and your success maybe isn’t where it needs to be, perhaps you should consider defining one for your organization.

  • Set up a time with key stakeholders,
  • Identify your customer categories,
  • Agree on the SMART needs,
  • Choose the most important one, then
  • Brainstorm what it should be across the entire organization.

It starts with understanding who are your best customers are and why. You will need to cut through all distractions and noise to identify the one metric that will have the most significant and most sustainable impact on your business performance.

It’s a significant process, and sometimes it can be challenging to see the forest for the trees.

It will take a concerted effort, but it is one of the most worthwhile things an organization can do to connect the strategy to execution. Realistically isn’t that desirable for every organization seeking to make winning systematic?

The Guiding Light

The North Star metric becomes the guiding light. It is tangible, objective, and touches everyone and everything. It is a simple concept and as a result everyone can understand it.

You can explore the North Star Alignment approach within the Certified Outside-In Masters® program. Review the short video introduction here:
https://cemnext.com/oi2020


[1] The Successful Customer Outcome Canvas® is a technique within the CEMMethod®. This technique and its companion approach can be reviewed here. https://cemnext.com/customergame


Other Useful Resources

I have just done a 3 minute explainer video for Outside-In – see it here:
https://experienceprofessional.com/oivideo

How to become Outside-In
Step #1 – Get The Book: Outside-In The Secret *FREE* https://bit.ly/OI2021now  

Step #2 – Get The Training:

Certified Outside-In Master® | https://cemnext.com/oi2020
Certified Process Professional Master®  | https://bit.ly/CPPM21  
Accredited Customer Experience Master®  | https://bit.ly/ACXM2021  

Step #3 – Get the Software:

The Experience Manager | https://bit.ly/TEM2021  

Step #4 – Connect With The Community:

LinkedIn | https://bit.ly/Steve2021

Blog | https://bit.ly/CXO2021

BPG Website | https://bit.ly/BPG2021

Steve Towers Web  |  https://bit.ly/SBT2021

Twitter | https://bit.ly/SteveTowersTwitter

YouTube | https://bit.ly/ST_Youtube