James Dodkins aka CX Rockstar shares with us the essential need for a CX Vision. Touching on strategy, innovation and customer needs this is required viewing for everyone involved with Customer Experience.
To craft your CX Vision join us at one of these venues soon…
Going beyond process. Going beyond Customer Experience. Going beyond Enterprise Architecture. That is Total Experience Management. And that is going to be THE feature of the upcoming Summer session in London.
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).
Process is the starting point
Starts with Customer Needs
Reengineering the Processes
Aligning everything to Customer Needs
Build out from Process to Department to Division to Enterprise
Articulate Successful Customer Outcomes and Remove the complexity of things that do not contribute to it
Local wins building to business-wide transformation
Immediate delivery against Triple Crown benefits
Slow burn, however when they see the benefits and ‘get it’ the support is significant
Starts at the strategic level so influences everything the organization does
If 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:
Additionally, the new book is in draft, “Everyone Loves CX”, and will be published early next year. If you want to join the list and get access to the preview, samples and associated materials register here.
With a dozen new case studies and terrific insights from global leaders, I examine some of the next practices and how you can deploy them with immediate effect in your own world.
If videos are your thing then do hook up with James Dodkins and the Rockstar CX initiative.
An important question if you are tasked with making Customer Experience #CX work for your organization.
Let’s contrast and compare current trends!
Twitter – Trends emerge when you monitor hashtags, and the shorthand for Customer Experience #cx is a good starting point. When you contrast #CX with other popular management approaches such as #lean #lss and #bpm is interesting:
Top of the Tweeters for Customer Experience is Colin Shaw @ColinShaw_CX with over 43,400 #CX tweets.
If you follow him you will never be short of material related to Customer Experience as he vacuums the web for interesting articles, in addition to his own contributions.
A recent introduction of hashtags to this platform provides a good insight…
Searching LinkedIn’s Sales Navigator platform with #CX reveals 83.4K members using Customer Experience as part of their profiles (that is 10 times greater than those using #lean).
The demographics of the 83.4K show a predominance of folks in the US.
Does this reflect a reframing of their products to emphasize Customer Experience as a top table strategic interest?
And What about Google?
Searching #CX reveals 317,000,000 results in 0.8 seconds. That is one helluva a lot of reading. Drilling down with Google Trends, and using the same comparisons with Lean, LSS, BPM and CX produces an interesting contrast with Twitters results. Here we do see a decline in interest with Lean however the interest is still significantly ahead of CX.
We will revist this analysis periodically. Now go away and start researching all those interesting sources!
Customer experience has never been more important.
89% of companies now expect to compete mostly on the basis of customer experience.
87% of buyers will pay more for a better customer experience.
ACXP attendees will learn the world famous CEMMethod. The CEMMethod was created in 2001 when BPG was working with the Virgin Group. They realised together that to progress in an ever-changing world, you have to have an explicit, outside-in focus on the customer in everything you do..
Since then, the CEMMethod has evolved, consolidating tools, techniques and mindsets from some of the best performing and most innovative companies in the world. People like Apple, BMW, Bentley, IBM, Amazon, Emirates Airlines, Zara, Zappos, State Farm, Disney, Google, Facebook, Uber and many more.
Professionals using the CEM Method are simultaneously lowering costs, growing revenues and delivering outstanding customer experience in more than 4,000 companies around the world. These individuals are the driving force behind some of the world’s best performing organizations.
The secret to the CEM Method’s success lies in its ability to link external customer experience to internal back-office operations. This is a claim that no other method can make. Learn the methodology that the best-performing companies in the world are using as their customer experience backbone.
The #CX and #CPP program for the next six months has just gone live! We are across USA, Europe, South Africa, Australia and the Middle East. If you are looking to upskill and achieve international recognition then review the new program. Is it great? Well don’t just take our word for it, watch this testimonial and review the others at https://www.bpgroup.org/training.html
We hope to see you soon!
The ‘open’ program for the next six months operates in Johannesburg, Melbourne, Washington DC, Denver, London, Dubai, Orlando, Los Angeles, and more…