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!

Customer Experience Management – it is all about the customer stupid!

Customer Experience Management is defined as the total effort that goes into creating successful customer outcomes.
This includes customer interactions and the conscious experience the customer ‘sees’ PLUS all the stuff that goes on behind the scenes, the IT, the people, the internal processes and the rules that connect the dots through to customer success.

For example a visit to a Cirque de Soleil in Las Vegas is a wonderful experience. The artists, the lights, the music and the emotion. However that is only half the story. The complete experience is delivered through the hard work behind the scenes, the production process, the electronics, the costumes, the training, the marketing, accounting and so on. Both what the customer sees and what creates the experience is the complete customer experience.


Do you want to get in the picture? Join us soon at a session in a city near you…


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

Excellent Hotel experiences

Now this is the hotel experience. Great advice for all hotel chains from the man himself – Sir Richard Branson.


Focus on those key moments of truth for guests and magic just happens.

What MOTs do you get especially peeved with when traveling?

You can join this excellent Virgin Hotel experience in Chicago – go see http://virginhotels.com/

They will be in New York and Nashville very soon.

Moments of Truth – the truth, and nothing but the truth

Richard Normanns idea from the 1970’s is alive and kicking 🙂



Certified Process Professional Masters (CPP-Master) Program
Orlando USA March 16-20, Denver USA March 23-27, Dubai UAE Apr 12-16
An internationally recognized program with proven track record delivered by been there and done it coaches more than 130 times, in 52 cities with delegates from 105 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

Voice of Customer (doh)

Business Process Management – what is it?
http://youtu.be/NO54KXxTp9I

Moments of Truth – what are they?
http://youtu.be/OT_2cqMtrUw

Breakpoints and Business Rules?
http://youtu.be/_8KSN_McWIg

Successful Customer Outcomes (SCO’s) http://youtu.be/u4keI_kmdxM 

Voice of Customer? http://youtu.be/bTbHrxi1Vq4  


Latest CPP program – Levels 1-8
http://www.bpgroup.org/certification-by-
city.html


Linked In (Over 10,000 members now)  BP Group overall 85,000
Certified Process Professionals 25,000+

3. Moments of Truth and alignment

3. Moments of Truth and alignment
Having identified the MOT’s and understood their Type we can ask ourselves do they explicitly contribute to the achievement of a Successful Customer Outcome. In a very direct way you can see MOT’s that are moments of misery, and those that are moments of magic.
Naturally we wish to eradicate the moments of misery, and optimize the moments of magic. Famously Scandinavian Airlines, under the leadership of Jan Carlson, set about removing unnecessary MOT’s and in doing so became one of Europes leading airlines in the late 1980’s.
How many MOT’s can you find, what type are they and do they contribute to a Successful Customer Outcome?

2. Moments of Truth (MOT) and their usefulness.

2. Moments of Truth (MOT) and their usefulness.
Any interaction with the customer is a MOT. There are of course many different types of interaction and we can summarize them as follows:
Person to Person –
Person to System –
System to Person –
System to System –
Person to the Product or Service –
Product or Service to Person –
Let’s review examples of each.
Person to Person.
In a shop. Buying a ticket at a manned ticket outlet. Meeting a supplier. Anything in fact that involves a direct interaction between people.
Person to System.
Navigating an Automated Voice Response system. Paying for a parking ticket from a machine at the airport. Interacting with a cell phone.
System to Person.
Receiving a voicemail on your phone. Showing your passport to an automated immigration check. Requesting money from a ATM.
System to System.
The interaction between your machine and a server when you send an email. Your car navigation system interacting with a GPS system.
Person to Product or Service.
Operating a vacuum cleaner. Noticing your fences have blown down after a storm (this interaction is with your insurance policy).

Product or Service to Customer.
Receiving parcels from Amazon. Driving a hire car.
As you can see there may be nested MOT’s and they often occur in sequence. For instance Calling an automated call centre (PS), then following key presses (PS), talking with a Customer Service Representative (PP) and finally the call being closed by the automated service (SP).

A process is shaped by the types of MOT, their frequency and the relationship between them.

What types of MOT have you experienced today? 

Exploring the fertile territory of Moments of Truth *** Moments of Truth are the cause of all our work ***

1. Moments of Truth are the cause of all our work.
In fact MOT’s create what we all say is process. Here is a video that explains their origin back in the 20thcentury. For our purposes this 10 part (one a day) series takes us through the understanding, usefulness and advanced application of MOT’s.
Why are they so important? Put simply any interaction with the customer is a Moment of Truth. Any interaction. Combine that with the observation that the customer experience is the process and you can see that MOT’s extend upstream and downstream of our business.
For example Southwest Airlines have innovated their check in process and it happens as you check out of the hotel. That MOT allows them to get the baggage into the loading cycle early and as a consequence it costs less, enhances customer service and ultimately delivers increased revenue (we all want more of that).
Getting a grip on Moments of Truth allows us to make the customers lives easier, simpler and more successful.

Process Outside In – vidblog

The BP Group compiles a bi monthly update of all things process which gets listed on the blog and syndicated all over. The latest can be Process Performance Update. However one of my close colleagues suggested I should produce the update as a travelog, where ever I am, whatever I am doing – just say it! – so here it is. Depending on your point of view it is either an informative light hearted look at process, or eight minutes of relevant pertinent stuff for business professionals. You choose 😉

Videos/new BPM apps/presentation downloads/conference updates

In the Process/Performance basket this time we have Videos/new BPM apps/presentation downloads/conference updates

Greetings from Mumbai 
My travels this last few weeks have included USA, UK, UAE and now India. The team are also hot footing around South Africa, Australia, Kuala Lumpur, Europe and the US through this month.

Not only has it been the significant contrast in weather (snow/cold > sunny/hot) it is the somewhat different approaches being adopted towards Outside In. This week sees me at the India Leadership event hosted by NASSCOM. I will be meeting with the press and continuing to learn about what is making India so successful. My talk will be accessible later, if you want a copy let me know, http://bit.ly/IndiaLeadershipForum

On the subject of talks and videos have you reviewed the latest videos of the key tools and techniques? Here they are (and they are available to download and distribute!)

Business Process Management – what is it? http://youtu.be/NO54KXxTp9I

Moments of Truth – what are they? http://youtu.be/OT_2cqMtrUw

Breakpoints and Business Rules? http://youtu.be/_8KSN_McWIg

Successful Customer Outcomes (SCO’s) http://youtu.be/u4keI_kmdxM

Voice of Customer? http://youtu.be/bTbHrxi1Vq4

And now drum roll > have you downloaded the BPM Certifcation app (IOS and Android)?

There are links to resources, videos. events, reviews and much more. It is only version 1 so let us know your thoughts and how we can make it better for the community.

Apple version: http://bit.ly/12EFNCC

Android version: http://bit.ly/X0X4iw

Recent presentations..
Access my recent keynote for some pertinent insights (or Outside In depending on your view point)

http://bit.ly/OutsideInSteveTowers

The associated slide show is embedded however you can download that from here.

http://www.slideshare.net/stowers/steve-towers-nasscom-bpo-summit-2012-opening-keynote

Topical articles –

Brad Power – Working successfully with physical fragmented teams http://lnkd.in/nAwERk

Chris Taylor – Business process failure goes viral http://lnkd.in/iuG4UG

Dr. Mohan K. – Rethinking the function of Business functions http://lnkd.in/fU3UmB

Reint Jan Holterman – 5 steps on the Path to Success with BPM http://lnkd.in/pp4ZWV
* And lastly for now have you reviewed the all new classes? new case studies and coaching from been there and done it experienced mentors*.

Review the coaches and their in depth practical hands on wisdom.

http://www.bpgroup.org/certification-by-city.html

Considering training in Enterprise BPM/Outside In?If someone in your organization is considering certification do ask these questions of anyone offering the training:

1. Where have you done this?

2. What credentials can you claim in the community?

3. Who trained you originally in Outside In?

4. When did you start and who have you helped?

5. What references can you provide, at a CEO level for the successes you have achieved?

6. Are any of your people published, and if so what and when?

7. What is the size of your network?

8. Are your trainings and courses accredited, and if so by whom?

9. Are you helping to develop the community? If so how?

PS. Tell your colleagues they owe themselves the best to go with the most experienced, up to date, pragmatic, relevant and immediate training from the BP Group http://www.bpgroup.org

Ciao Steve