Category: @jamesdodkins

What are Moments of Truth?

Since the days of Richard Normann, the guy who invented the business term ‘Moments of Truth’ and Jan Carlzon’s book in 1989, the business world has interpreted Moments of Truth in several ways.

Jan Carlzon’s 1989 book ‘Moments of Truth’ socialised Richard Normann’s concept.

I have also published many articles and conference keynotes (see the MOT primer below) reviewing the continued evolution of this fascinating concept.

Definitions

What is a Moment of Truth?

A Moment of Truth is any interaction with the customer within the Customer Experience, first discussed in my 1993 book ‘Business Process Reengineering – A Senior Executive’s Guide‘

Moments of Truth are the cause of all work.

This understanding underpins the CEMMethod, first launched in 2006 and now in version 15. It is the idea that all work an organization undertakes is, at a fundamental level, caused by Moments of Truth. In principle, everything a company does can and should be linked to a Moment of Truth.

We harness and bring to life this design principle through the Customer Performance Landscape. Connecting the dots from everything to the Cause of all work – The Moment of Truth.

Managing Moments of Truth

Enlightened ‘Outside-In’ organizations actively embrace Moment of Truth Management as an essential strategic and operational necessity to deliver engineered Customer Experiences. How so?

a. Designing for Moments of Truth – The Design-Implementation Gap

Early efforts were geared around designing optimal Moments of Truth, however, simply mapping customer journeys has never been enough. It is one thing agreeing on what a future state customer journey should be, it is entirely another implementing it. This Design-Implementation gap is precisely what kills the majority of Customer Experience initiatives.

b. Implementing optimized Moments of Truth

Successful deployment of innovated Moments of Truth is key to delivering optimal Customer Experiences. The most practical immediate results are focused on rapid roll out across a key experience and using the success of that to validate rolling out smoothly across the organization. Establishing ownership, accountability, metrics, controls and improvement paths are part of this discipline.

c. Operationalizing Moments of Truth

Once Moments of Truth have been designed, innovated and implemented into recrafted customer experiences they need to be actively managed ‘in the moment’ and shared. Every Moment of Truth should feed to a corporate dashboard, with real-time data showing the performance of that MOT and its associated experiences. If things go wrong, the owner should be able to ‘course correct’ and real-time monitor the customer experience delivery.

Imagine a world without customer satisfaction surveys, no need for Net Promoter Scores, no focus groups, and no mystery shopping because you will know how 100% of interactions are performing 100% of the time.

Control and Action combined

The C suite and leaders will now have a clear line of sight into every corner of the organization and across the enterprise landscape REAL TIME. One version of the data truth (and not all those departmental/divisional versions of reality).

The need for retrospective action evaporates. Immediate and laser-focused control can be maintained delivering simultaneously enhanced service, lower costs, higher revenues, improved compliance and uber motivated employees.

What’s next?

In my next piece, I will demonstrate how this can be done immediately. If you can’t wait for that, ping me and let’s talk the how, now


MOT primer…

Steve Towers
https://www.linkedin.com/in/stevetowers/

Richard Normann – creator of the Moments of Truth concept:
https://en.wikipedia.org/wiki/Richard_Normann

Jan Carlzon – author of ‘Moments of Truth’
https://en.wikipedia.org/wiki/Jan_Carlzon

Moments of Truth 2025 (VIDEO)
https://youtu.be/3mzz_LdgmFY

That Kodak Moment of Truth
https://www.processexcellencenetwork.com/innovation/columns/4-lessons-from-the-kodak-moment-of-truth

Mitch Belsley – Get Scientific about Managing Moments of Truth
http://customerthink.com/get-scientific-about-managing-moments-of-truth/

Accreditation & Certification in CX and Process
https://www.bpgroup.org

Discover 23 Must-Attend Top-Notch Customer Experience Conferences in 2023!

Overview of customer experience featuring 23 must attend conference in 2023

As a business leader, you know the importance of customer experience (CX) and its impact on your success. But do you know about the must-attend customer experience conferences for 2023?

Must-Attend Customer Experience Conferences in 2023

Now that you know the importance of customer experience, let’s take a look at the must-attend customer experience conferences in 2023:

January 2023

February 2023

March 2023

May 2023

June 2023

July 2023

August 2023

September 2023

October 2023

These conferences are great opportunities to learn the latest strategies in customer experience, network with other industry professionals, and gain invaluable insight into the customer experience industry.

Conclusion

Customer experience is an essential part of any business’s success. It involves understanding customer needs and developing strategies to meet those needs. It also involves creating customer-centric strategies, setting customer goals, and measuring customer satisfaction.

Attending customer experience conferences is a great way to learn the latest strategies in customer experience, network with other industry professionals, and gain invaluable insight into the customer experience industry.

Review these 23 top-rated CX Conferences for 2023 to start your journey to become a customer experience expert!

Connect with me: https://linktr.ee/stevetowers

Busting That Silo Working Mentality

This time we feature a nice short video from the CX Rockstar James Dodkins.

A quick google search on ‘Silo working’ reveals 37.1 Million finds and this is not a new topic. Hammer and Champy were not the first to raise the issue in 1993, but they were early advocates of sweeping away that silo thinking in ‘Reengineering the Corporation’ with their cry of ‘Don’t Automate, Obliterate!’

The Silo Mentality as defined by the Business Dictionary is a mindset present when certain departments or sectors do not wish to share information with others in the same company. This type of mentality will reduce efficiency in the overall operation, reduce morale, and may contribute to the demise of a productive company culture.

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

https://lnkd.in/djWxB8m

👉 Step #1 – Review the upskilling options to become an ACX Professional & ACX Master: https://lnkd.in/dANgYX59

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

👉 Step #3 – Connect With The Community: https://linktr.ee/SteveTowers

👉 Step #4 – Keep Pace with Change: Recent Keynote – The Hard Benefits of XM | https://cemnext.com/xmroi2023

👉 Step #5 – Review the Testimonials Accredited Customer Experience Professional – BPG (bpgroup.org)

TipTop Influencers

Yesterday someone asked me why was I publishing all the FREE material?

Well, in my line of work I am so often asked ‘who is the best person to watch on youtube about y?’ and of course each of us has our go-to person or people that we always mention. Terrific speakers and storytellers alike but I wanted to go one step further and collate some favourites. But then can it just be my opinion (as good as that could be?). No.

So I have scoured the web for the organisations who take time to run Awards programs and pass on that information for broader consumption. You could of course just go on Youtube and search for hours (and days) but these Tiptop Influencer lists make short work of that.

James Dodkins Online Tour Rocks Customer Experience!

BIG ANNOUNCEMENT! The ACXS™ training and certification program is now available online.
Get instant access to 25 video lessons and become certified as an Accredited Customer Experience Specialist – the first choice certification for CX disrupters.

https://acxs.kartra.com/page/acxs

You will learn how to connect with your customers at a deeper level, understand their expectations, where they came from and how to change them, uncover hidden needs, articulate ‘Successful Customer Outcome’ statements and build ideal experiences that deliver on these things.

Measure the CX6, calculate Return on Experience Investment, implement Proactive Experience Recovery, learn how to redefine CX in your company…and much, much more.

Things are a bit crazy right now, we’re all stuck at home, we’re all looking for ways to make the most of our time, we’re all trying to be as productive as possible – Why not become an Accredited Customer Experience Specialist Online, On-Demand, On Your Terms?

Use code ‘special50’ to get a massive 50% discount, taking lifetime access to the training down to from £860 to only £430!

And if that wasn’t good enough you can spread the payments out over 4 crazy low payments of just £107.50

https://acxs.kartra.com/page/acxs

Rockin in the real CX World

Coming to London in March and will blow your #cx and #ux socks off!!

The reason why you will not become Customer-Centric

Business failures are all around us, nothing new there then. If we go back a decade or so we saw the demise of Nokia, we’ve seen companies like Blockbuster crash and burn, and other companies in the High Street whether it’s in Europe or in the US disappear and never to be seen again.

Why is this so? When you look at the investment those companies were making there was no lack of intent to spend in understanding how the customer was changing. In the year that Apple introduced the iPhone Nokia was investing heavily in voice of the customer (VOC) surveys, customer satisfaction and NPS.

But this misses the point. Progressive Outside-In companies (think Amazon, Zara, Zappos, Emirates) are not about retrospective subjective analysis of performance. It isn’t about overlaying processes with a new language when fundamentally the very systems and processes were never designed to deliver customer experiences. They were designed with a factory mindset centred around production line thinking, throughput and waste. Hence the challenge is more fundamental as it’s not about rejigging what you’re doing – it is about a complete rethink to move outside in the way that you do business.

Remarkably even in the third decade of the 21st century there are still those companies that think they can just tweak and change the language inside their organisations. As if doing better advertising and marketing to customers and talking about ‘new’ services on top of their existing infrastructures and IT systems hacks it. The actual reality is somewhat different.

Senior Executive commentary

Top teams and senior executives need to grasp this challenge. Roland Naidoo, a senior executive at African based entertainments company Multichoice puts the choice starkly:

“Would you measure how fast a 1600cc car performed around an F1 circuit. No? Then why would you try to measure customer experience AND improve it on processes and products there were never designed with experience in mind. Go on enter your 1600 into the next F1. Wonder how it would perform?”

Roland Naidoo, Multichoice Africa

Lipstick on a Pig? Surely not…

Those companies who understand that ‘outside-in’ thinking calls for a complete realignment and new appraisal of what the customer experience consists of.

Rather than, to coin a phrase, putting lipstick on a pig. You have actually got to think about what is it you’re trying to achieve; what does success look like for our customer? And then align across all functions, all systems and ways of working towards successful customer outcomes. Disney refers to this alignment as getting everybody to understand where true north is and not to do anything unless it contributes to that alignment. Imagine all new initiatives being assessed by a similar approach?

Are you working in a Rubik cube?

Another aspect which comes into play is this idea that traditional measurement* is predominantly subjective and retrospective. Progressive outside in companies are not reactive – they get scientific about the customer experience.

Measuring each interaction as it happens and if necessary course-correcting in real-time. They develop the ability to see around corners to understand what’s coming next. They don’t have to wait for analysis 2 weeks after an event to decide that some remedial action is required.

This knowledge in the instance of what is happening requires us to create this idea of ‘action in the moment’ for all our employees. Zappos**, for instance, give their employees the tools and the capability to be able to make decisions in the moment (without the need to escalate to supervisors).

Industrial Age thinking will kill you

And there is another challenge companies face if they are still organised around functional specialist silos. If you’ve recruited low paid people and given them a script to follow, manage them to average handle times and throughputs you’re going to fail.

Once more the outside-in companies have an edge here as they understand that to give your most precious resource (the customer) to the employees then you need the right people in the right place able to do the right things at that moment of truth.

So what is your organization doing? is it trying to put lipstick on the pig? is it just trying to overlay the existing process is an infrastructure with this new customer-centric way of talking and doing?

It is very simple. You need to get down to brass tacks of rethinking what customer experience is all about its implication for the organisation going forward. Those organisations that are taking this outside-in approach find the world becomes simpler, faster and much more directly oriented towards delivering successful customer outcomes and winning for the bottom line.


* Why does traditional measurement fail?
from the CX Rockstar aka James Dodkins at https://www.linkedin.com/feed/update/urn:li:activity:6566333517070954496/

** Zappos – Wow customer service: https://www.forbes.com/sites/micahsolomon/2018/09/15/the-secret-of-wow-customer-service-is-breathing-space-just-ask-zappos/#7da91ff01b2c

Roland Naidoo can be reached at:
https://www.linkedin.com/in/roland-d-naidoo-b403a029/

Join our upcoming Coaching and Accreditation sessions online, LIVE & Interactive

Certified Process Professional
Master (CPPM)		10th Aug4 days @ 5 hours per day
Accredited CX Master
(ACXM)		18th Aug4 days @ 5 hours per day
Accredited CX Mentor
(ACX-Mentor)		1st Sep4 weeks @ 3 hours per week
Accredited CX Champion
(ACXC)		8th Sep3 days @ 5 hours per day
Certified Process Professional
Champion (CPPC)		22nd Sep3 days @ 5 hours per day
Certified Outside In Master
(COIM)		8th Sep7 weeks @ 3 hours per week

CX POWER Hour webinar

In just 60 minutes we will evaluate the 4 elements of a Customer Experience Management Ecosystem and how they can provide your organization with a company-wide ecosystem of CX management that focuses all of your team’s efforts and resources on delivering amazing customer experiences.

We are doing a CX POWER Hour this coming Wednesday 1 PM EDT/ 10 AM PDT Expert hosts include James Dodkins aka CX Rockstar, Doug Bell, Mitch Belsley (The Experience Manager) and Steve Towers BP Group.

Register here: CX_POWERUP_2019

Why you should attend

In just 60 minutes we will evaluate the 4 elements of a Customer Experience Management Ecosystem. We will review how the 4 elements can provide your organization with a company-wide ecosystem of CX management. This then focuses all of your team’s efforts and resources on delivering amazing customer experiences.

What we will cover

1. Operationalizing Experience Designs

(How do you create and socialize simple experience designs that everyone in the organization will be able to understand?)

2. Measuring successful customer outcomes instead of business outputs

(Are you still relying on subjective NPS and VOC data to drive your CX analytics program?)

3. Focus every employee in the company every single day on CX innovation and improvement

(Are you harnessing the power of feedback and ideation from your employees?)

4. Evolve and improve your experiences in days not months.

(How long is it taking you to go from idea to implementation?)

Register Now: The CX Power Hour 2019

James Dodkins, one of the hosts, has keynoted in the USA, Argentina, Mexico, UK, Australia and Germany in the last six months.

You will Win the Triple Crown

When you align your business around an understanding of your customer, you can increase your ability to grow revenue, significantly reduce cost, radically boost customer loyalty and engagement, tighten controls – and increase your competitive strength.

The Panel of Global Experts

Meet and discuss with our world-renowned team of Customer Experience Management innovators including… Doug Bell, James Dodkins, Mitch Belsley and Steve Towers will share proven strategies, tactics and tips to help position your customer ‘front and center’ – while addressing your real-world challenges of limited resources and competing priorities.

I very much hope you can join me and my colleagues!
Here is the registration link

All the Very Best!
Steve

Your team in Colorado

  • Doug Bell, CEO The Experience Manager
  • Steve Towers, Chief Evangelist, BPG
  • Mitch Belsley, CEO The Experience Manager

P.S. I suggest you follow The Experience Manager on LinkedIn and stay up-to-date on how to radically improve your customer and employee experiences. We focus the ‘next practices’ of the world’s leading CX companies that will help your organization do a better job designing, developing and delivering great customer and employee experiences.

What are Moments of Truth?

Since the days of Richard Normann, the guy who invented the business term ‘Moments of Truth’ and Jan Carlzon’s book in 1989, the business world has interpreted Moments of Truth in several ways.

Jan Carlzon’s 1989 book ‘Moments of Truth’ socialised Richard Normann’s concept.

I have also published many articles and conference keynotes (see the MOT primer below) reviewing the continued evolution of this interesting concept.

Definitions

My interpretation and application of Moments of Truth revolve around three themes:

a. What is a Moment of Truth?

A Moment of Truth is any interaction with the customer within the Customer Experience – first discussed in my 1994 book ‘Business Process Reengineering – A Senior Executives Guide’

b. Moments of Truth are the cause of all work.

First discussed back in 2009 the idea that all work an organization undertakes is, at a fundamental level, caused by Moments of Truth. In principle, everything a company does can and should be linked to a Moment of Truth.

We harness and make real this design principle using the Customer Performance Landscape. Connecting the dots from everything to the Cause of all work – The Moment of Truth.

c. The Moment of Truth for any organization is…

At a practical level organizations need to chunk down their approach to fixing and innovating Moments of Truth. CEO of Denver based SAAS company ‘Parallel’

Doug Bell, CEO The Experience Manager

Doug Bell says “A Moment of Truth is an interaction that contributes to the production of a successful customer outcome. It either does or it doesn’t. To ensure outside in, you need to look through the Successful Customer Outcome lens.”

Managing Moments of Truth

Enlightened ‘Outside-In’ organizations actively embrace Moment of Truth Management as an essential strategic and operational necessity to deliver engineered Customer Experiences. How so?

a. Designing for Moments of Truth – The Design-Implementation Gap

Early efforts were geared around designing optimal Moments of Truth, however, simply mapping customer journeys has never been enough. It is one thing agreeing on what a future state customer journey should be, it is entirely another implementing it. This Design-Implementation gap is precisely what kills the majority of Customer Experience initiatives.

b. Implementing optimized Moments of Truth

Successful deployment of innovated Moments of Truth is key to delivering optimal Customer Experiences. The most practical immediate results are focused on rapid roll out across a key experience and using the success of that to validate rolling out smoothly across the organization. Establishing ownership, accountability, metrics, controls and improvement paths are part of this discipline.

c. Operationalizing Moments of Truth

Once Moments of Truth have been designed, innovated and implemented into recrafted customer experiences they need to be actively managed ‘in the moment’ and shared. Every Moment of Truth should feed to a corporate dashboard, with real-time data showing the performance of that MOT and its associated experiences. If things go wrong the owner should be able to ‘course correct’ and real-time monitor the customer experience delivery.

Imagine a world without customer satisfaction surveys, no need for Net Promoter Scores, no focus groups, and no mystery shopping because you will know how 100% of interactions are performing 100% of the time.

Control and Action combined

The C suite and leaders will now have a clear line of sight into every corner of the organization and across the enterprise landscape REAL TIME. One version of the data truth (and not all those departmental/divisional versions of reality).

The need for retrospective action evaporates. Immediate and laser-focused control can be maintained delivering simultaneously enhanced service, lower costs, higher revenues, improved compliance and uber motivated employees.

What’s next?

In my next piece I will demonstrate how this can be done immediately. If you can’t wait for that ping me and let’s talk the how, now


MOT primer…

Steve Towers
https://www.linkedin.com/in/stevetowers/

Richard Normann – creator of the Moments of Truth concept:
https://en.wikipedia.org/wiki/Richard_Normann

Jan Carlzon – author ‘Moments of Truth’
https://en.wikipedia.org/wiki/Jan_Carlzon

Doug Bell – CEO of The Experience Manager
‘The Moments of Truth Management System’
https://www.linkedin.com/in/dhbell/

Moments of Truth 2009
https://www.slideshare.net/stowers/moments-of-truth-perth2009

That Kodak Moment of Truth
https://www.processexcellencenetwork.com/innovation/columns/4-lessons-from-the-kodak-moment-of-truth

** Just published **
Mitch Belsley 2019 – Get Scientific about Managing Moments of Truth
http://customerthink.com/get-scientific-about-managing-moments-of-truth/

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!