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!

What do you mean when you say ‘Outside-In’?

Outside-In is a regular theme during most of my keynotes, not least this last week here in Florida. A question asked from the floor related to the 30-second elevator test “can you explain to the CEO what this stuff is, why it is different, and how it reframes the work we do?”. I guess I was about to fudge and say this needs more than 30 seconds, and then remembered my two-slide explanation!
So, for those guys looking for a simple explanation, these two slides will do the job. I have put a bit of narrative in there also.

120+ in Florida at the keynote, 16 January 2018

Steve Towers Florida keynote
Florida keynote to top team of major global industrial corporation

The old, industrial-age traditional way of doing business.
We make products (and services). We look for the market to sell them in. We segment customers by circumstance and pitch our products to those segments. We add variations to the products to better fit certain niche segments. We build back-end systems and digital capabilities in this increasingly complex world. We are rigid, functionally oriented and abhor change.

Old Industrial Age thinking model

 

The new Outside-In customer-centric way.
We identify the customers we would like to do business with. We understand their needs (even when they may not know them themselves) and specific Successful Customer Outcomes (SCO’s).
We categorise customers by need. We then create the capability to deliver to these categories the SCO’s (both products, people and digital). Progressively we manage new and existing customer expectations to deliver success without exception. We are agile, innovative and attuned to 21st century needs.
21st century Outside-In business model

Let me know if this works for you.

Ciao, Steve

For the curious, the original slides came from a deck presented as a keynote in Sydney, Australia 3 years ago.
You can access that here:  http://bit.ly/SydneyPEX

Successful Personal Outcomes program launches !!!

If you haven’t seen the hullaballoo about the new program where have you been?

Without further hoodoo here is the short intro video… http://www.successfulpersonaloutcomes.com

It is a EIGHT video FIVE week program with handouts and LIVE closing webinar. These are the techniques we use actively in all our work with global clients. Tried, tested and proven they really do make that difference in whatever work and lives we have.

See you on the inside! http://www.successfulpersonaloutcomes.com
Steve


Join us also for a face to face session in a city near you…

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

Telstra’s finance transformation: A journey to excellence

Transforming the processes in the Finance arena – video interview

 “Partner with the business and drive Outcomes”

So often the backoffice is regarded as the last place to fix the customers experience. Here we see an approach about fixing internal customers experience utilizing Outcomes based thinking coupled with key interactions. Result is a significantly streamlined Finance function, enabling the frontline to deliver better Successful Customer Outcomes.

The Finance Transformation Summit in Australia
http://www.financetransformation.com.au/ – November 10-11, 2015





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

Six steps to winning with the Customer Experience

1. Start by identifying the Moments of Truth (customer interactions)that exist across all of your customer experiences (you can create more specific experience maps later).


2. Make a list of all the Moments of Truth (MOT).For each MOT write a description, method of interaction, and customer expectation.
We use the Diagnostics dashboard to make sure we turn the MOTs into 15 quantifiable and actionable metrics.

There are three ways to collect and collate this information:

  • Workshops of all interested people.
    That includes customers, advisors, employees and management.
  • Recording of actual experiences.
    Yes, record the experiences and evaluate afterwards. We use a video technique that identified Moments of Truth with red flashes, Internal Interactions with blue and decision points as green.
  • Analysis of customer feedback.
    Review the letters, calls and social network commentary and capture the experiences to gain insights and a better understanding.

3. Document the learning and produce a visual illustration(process activity maps).


4. Use the maps to identify areas working well and those that need improvement.Focus on the critical MOTs — those crucial interactions that determine whether the experience you are creating delivers the optimum encounter, expectation and emotion.


5. Build a Action Plan to engineer the ABACUS of the customer experience.
At each stage identify the relevant MOTs that cover off these elements
:

  • Awareness
    When and How does the customer become aware of the process, product or service you offer?
  • Buy-In
    How and Where does the customer ‘get it’ and become an advocate for the experience?
  • Acquisition
    How is the purchase made. Not just a product buy but the actual commitment.
  • Care
    Why should the customer care? How do you ensure the trust and commitment is reciprocal and reinforced?
  • Use
    How does the product, service work. Has it been designed from the customers perspective (Outside-In)? Ease of use goes beyond efficiency and focuses directly on the actual customer experience.
  • Share
    In our always-on world how does Share happen? Is that understood and optimized? Recall the fantastic tale from Canada – Westjet Christmas story[1] with more than 35 million hits on youtube in 3 months. By the way that is more than the population of Canada! That’s good news, but what about capturing the bad news before it becomes a crisis – recall the United Breaks guitar[2] story?


6. Engage the entire organization to undertake the journey to Customer Experience Management.We use the structured CEMMethod™, derived from the work of companies such as Virgin, Disney, Southwest Airlines, Emirate, BMW, Bentley, Zara and many more truly Outside-In enterprises. Whoever and where-ever you are it is directly and immediately useful.

If you are serious about engineering the Customer Experience then let us know (below). We will provide immediate links to videos, resources and an expert community doing this stuff as a way of life.




[1] Westjet Christmas – a terrific example of sharing your values and ethos – http://bit.ly/1habsP2

[2] United Breaks Guitars – how a bad experience turns into a corporate crisis – http://bit.ly/1dmOKaW
 

Customer Experience (CX) is all about Engineering

Customer Experience is all about engineering everything an organization does to ensure that all interactions lead to Successful Customer Outcomes. 
Achieving consistent Successful Customer Outcomes improves customer affinity, reduces costs and directly grows revenues.

You get what you measure – how do you know you are not just doing busy work?

Measure dumb stuff and don’t be surprised when you get poor results.
Too many people focus their attention on measuring and fixing what already happens. Often times what happens doesn’t need to and you should stop doing it.
Make sure your measures contribute to the achievement of a Successful Customer Outcome.
Watch – Successful Customer Outcomes (SCO) http://bit.ly/1flfSmm