Beyond HBR’s “truth about customer experience”

Harward Business Review just published a great article about Customer Experience and Journey. See here. The main point of the article is, that managing single touchpoint engagements doesn’t provide sufficient customer experience.

HBR - Truth about customer experience

My advice is: Don’t design just touchpoints – Design chain of events, proactive and reactive. Development and measurement is often done engagement by engagement. The service design approach also highlight such emphasis. I’ve done Customer Journey mapping and methodology development since 2004 and agree with the article, only it’s lacking tools and methods how you should approach the challenge. I can help with that.

I’ve written an article series about customer journey management and you can choose and pick, which areas you are interested in or read them as a series of articles:

  1. Customer Journey FLOW
  2. How to map and study Customer Journey
  3. Customer Journey stage 1: Brand as a platform
  4. Customer Journey stage 2: Initiation
  5. Customer Journey stag 3: Choosing and buying – cross-channel influence

In order to really do Service and CX design for the entire customer relationship, you need to understand that there are very different journeys to begin with.

  • Purchase journey (From awareness to consideration and transaction, Acquisition)
  • Service journeys post purchasing (Using the product or service, value-in-use)
  •  Planned (e.g. Address change, regular maintenance etc.)
  •  Unpredictable (e.g. Product failure, reclamation, insurance coverage, etc.)
  • Delivering a service as a customer journey (taking a cruise or flight, restaurant, using media, etc.)
  • Retail customer journeys (e.g. IKEA store experience)

Once you have both Insight and Topsight level understanding about customer journey in full, you need to take a look inside the company. What organisation bodies are involved with customers, what kind of technical environment direct their operation and what kind of data steers their actions. The reality is, that management reporting practices represent management understanding and decisions. The systems and technical infra on the other hand define how the corporate body acts. In case you need to change the way how the corporate body in total behave, you need to define required technical changes, change management and manage change. In my experience, creating Service Blueprints has been quite effective tool for both challenge recognition at current status mapping and Customer Experience planning.

The potential is absolutely amazing. The customer’s expectations are constantly growing harder to fulfill and companies that are agile enough to cure “Corporate Autism” and take the steps required to move from “inconsideration marketing” and mass mailings to service automation, Customer Experience and Journey design at total relationship level, can win marketshare and increase profits considerably. The business-as-usual approach is no longer sufficient, you need to free the full potential an organisation can offer and tear down silos in order to take advantage of synergies available.

In the big picture, your company must act professionally and fulfill minimum requirement perfectly. Failing these requirements cause criticism and decrease your NPS results. Acting human, being considerate, thoughtful and proactive on the other hand increase the number of people willing to recommend you and increase you NPS score. Succeeding in both cumulate earned trust, which is the foundation for long-lasting and profitable customer relationships and strong brand.

creating customer loyalty and trust_improving NPS

In case you do well, the process will enable you to design lean processes and define the best possible value your business processes can possibly deliver. In my opinion this is the Future for CMO’s position inside the company. It’s not the job for CMO’s to define business process management, but it’s the CMO’s responsibility to make certain that everything the company does, delivers maximum customer value and experience across all customer interfaces

Customer interface reach & effectiveness

In case you can capture customer contacts, you can start servicing and inspiring customers individually and simultaneously your capacity to influence increases. The bigger share of the customers buying in a certain category you have in your database, the more effective means you have to influence their behavior and market dynamics. The ultimate goal is to synchronize customer portfolio with product and service portfolio across all touchpoints and marketing interfaces.

customer portfolio_customer touchpoint & marketing portfolio_product and service portfolio

In my experience the only way to do successful customer journey and experience design and create sustainable management model for it is to do the work upside-down. You start from the actual interfaces, motives, contexts and people. From there you continue inside the company culture, practices and technology and design the strategy level after you understand everything else. Like this:

Bottom-up strategy and data analysis

The Holy Grail of customer value is Symbiosis. Check Symbiosis Strategy – creating the ultimate value  -article here.

This is a video by on Sep 12, 2013, It’s All About the Customer Journey

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer, Toinen PHD

http://www.linkedin.com/in/tonikeskinen

Join The Future CMO Movement LinkedIn Group here

Managing Social reputation – Brand is a verb

BRAND IS A VERB AND SOCIAL BY NATURE

Brands cannot be “created” one way – it’s the people’s perception of a company or product. Brand is no longer a noun; it has turned in to a verb. You could actually think brand as an agreement between a customer, customer’s peers (society) and company. Customers can agree or disagree with the agreement. As an outcome reputation and brand perception emerge, which could be good or bad. However, a brand cannot exist without the other parties. Brand is social by nature. However, a brand has never been as social as it has now become because of social media and online influence channels that customers are now very effectively and actively using. Customers have real power now that is global, not just local peers. No doubt that customer behavior has changed. It has completely changed in many areas and will continue doing so. Digital influence is the most important disruptive force along the customer journey.

Customers are actively using their power and they are getting more and more effective tools at their disposal to leverage this power to the most. For example WOT, Web Of Trust, crowd sourced rating of websites and brands has currently apr. 90 million people rating brands and websites. Any people who have WOT application in their browser has reputation score visually presented after every single link available online. WOT is a wonderful example of customers’ currencies becoming more and more influential. WOT is an ultimate rating tool. If some company acts unethically, spam, or in any way prove not to be trustworthy, apr. 90 million people in WOT start giving red to the brand. As an outcome, company’s online reputation score will become lower and eventually red. Red means, that if you try to enter the company’s website, you get a full-page size warning stating that other people have rated this site to be dangerous and not trust worthy. Would you do business with such a company?

WOT_trustworthy web page

Not only does WOT influence it’s users, but also everyone else online. WOT is also delivering reputation data to Google, which can then use it for any given purpose like Google AdWords or (safe) search. It’s not difficult to imagine, that Google might prefer to take people to brands and services that are trustworthy. Also, WOT made a deal with Facebook, which is using reputation data to make Facebook safer for it’s users. This picture will appear, if you are trying to enter un-trustworthy website from Facebook: Facebook It is quite remarkable how much people currently have ways and tools to influence brands business. WOT is just one of many tools available.

COMPANY’S REPUTATION MANAGEMENT

The mechanism of social reputation management has a strong emphasis on own touch points and encounters with customers. In case customer is dissatisfied, in every 1/10 cases the customer contacts call center and seek justice, making things right. The large majority apr. 9/10 doesn’t call, they are just silently dissatisfied. The more likely channel for making their point is customer satisfaction questionnaire, except companies only research small sample in order to get feedback suitable for their purposes – not all customers. However, the customer contacting actively is the fever meter and represent major urgency. The customer satisfaction questionnaire and especially customer’s open text answers represent confirmation to that urgency. These people are the most active social players because they have a personal story to tell and strong emotional commitment to the matter. In case they feel neglected they will become your brand destroyers and the 9/10 will join the choir. Here’s how the interfaces work:

Customer interfaces, touch points

What ever emerge from your own customer interface sources will spread all over social networks in case these matters are not taken seriously.

I’d love to hear about your social media analysis experiences. Which tools are you using? What kind of insights and phenomena have you observed?

I find Etuma to be an excellent tool for such analysis. Whitevector, Meltwater and other tools only help you analyze the outcome, what is already being discussed in public forums. Etuma enable you to analyze internal interfaces separately: call center logs, customer satisfaction questionnaires, customer forums & your own Facebook community. Looking at the fever meter results in own touch points and comparing that to the impact on discussions in public social mediums allow you to monitor the impact and velocity of change in the brand perception.

Toni Keskinen

http://www.linkedin.com/in/tonikeskinen/

Twitter: @toni_keskinen

Blog: http://futurecmo.org