HCCX - Playing to Win in Customer Experiences

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HCCXIn Customer Experiences

Playing To Win

Human-CenteredCustomer Experiences

Definition

Experience Design

made complete

Pain Points Addressed

Weakening differentiation with competitors1

Short-lived results

Disintermediation

The data is in:The number of truly awful customer experiences is dropping like a rock. That’s good news for consumers and business buyers alike.It’s bad news, however, for the mass of companies that are now all "just average.“They’ve lost their ability to use the same old customer experience to grow share of wallet, retain customers, and get recommendations.

Forrester 2014

Why HCCX

THE CROWD IS FAST BECOMES THE COMPANY

#Why HCCX

TRUST IS BECOMING THE NEW CURRENCY

#Why HCCX

Our competitors aren’t taking our market share with devices; they are taking our market share with an entire ecosystem.

Stephen Elop, Ex-CEO Nokia

#Why HCCX

ECOSYSTEMS ARE THE NEW BATTLEGROUND

To maximize customer satisfaction, companies have long emphasized touchpoints. But doing so can make customers seem happier than they actually are and divert attention from the bigger, more important issue: the customer’s end-to-end journey.

McKinsey 2013

The Truth About CX

Tactics

Bigger, More Important

“the customer’send-to-end

Journey”

Culture

Strategy

CXstrategy

CX/SX/UXoptimization

Culturealignment

resonate

integrate

Tighter

People

Processes

TechnologyDeeper

Staying relevantin a new,

more disruptiveCX era

Psychology

Transforming forsustainable growth

Purpose

Alignment1

Conscious + subconscious customer motivators

Silo-neutral

Ecosystem-centric

INVIGORATING HUMAN POTENTIAL

CREATING CUSTOMER HAPPINESS

CHAMPIONING PURPOSE IN LIFE

BUILDING CUSTOMER TRUST

CO-CREATING CUSTOMER LOVE

Key Applications1

Corporate CX ‘superglue’

Acceleration of end-to-end advantage

More productive customer analytics

Psychology-drivenCustomer Experience

Management

Discipline

WORKS THE ‘WHOLE HUMAN BEING’

SUBCONCIOUS NEED OPTIMIZATION

DYNAMIC CUSTOMER SEGMENTATION

Aligns the interests, attitudes and life

circumstances that color customer experiences sought and received

How It Works

Inspire emotional purpose into employees

Sustainable Growth

Culture Strategy Tactics

Designexperiences holistically

Make arelationship,

not a sale

Four Basic RequirementsClearly define your starting point

Clearly define your ending point

Develop a set of process design principles

Design a discovery process

Experience Vision

Human-Centered Design

Big CX Opportunity Inspire

Formulate

OptimizeUsefulEasy

Enjoyable

EmpathicSincere

Compelling

TrustworthyRelevantUplifting

Putting It Together

Digital

Physical

#Pivot

Cultural

Relationshiptipping points

Transactionaltipping points

#Big CX OpportunityDifferentiating,

unifying

Analytically correct

Emotionallycompelling

Incentivize

#Experience VisionConscious +

Subconscious

Social heat spots

Contextualheat spots

heat spotsBrand’s Unique

Selling Experience(USE)

Psychologyoptimization

#HC Design

Augment

Validate, Authenticate

Gratify

Feasibility

Viability

Desirability

CultureStrategy

Tactics

EVMPTM

Roadmap

CustomerExperienceArchitecture Experience

VisionMapping Path

ToMaturity

Engagement DNA

Emotional

Ecosystem

Community

Journey Metrics

Circumstances

Interests

Attitudes

Hallmarks

Movements

Hygiene

Communitypurpose

Emotionalpersona

Socialpersona

Algorithm

Ecosystem

Emotional

Community

Sharpen

Broaden

Emotionaldrivers

Socialdrivers

Sentiments

Untrusted

Neutral

Trusted

AlgorithmJourney

Metrics

Validate

BigCX Opportunity

EcosystemDNA

EmotionalDNA

#Culture

Zone-in

Zone-out

Excite

ExperienceVision

JourneyDNA

CommunityDNA

integrate

#Strategy

Mobilize

Synchronize

Customize

DynamicCustomer

CX/SX/UXdesign

Segmentation

MetricsDNA

resonate

#Tactics

Optimize

“I’ve learnt thatpeople will forget what you said,people will forget what you did,

but people will never forgethow you made them feel.”

Maya Angelou

What’s Really Important

ExperienceJourney

ExperiencePersona

ExperienceMetrics

CustomerJourney Customer

Persona

CustomerMetrics

Deepening Design

Discover

#Experience Journey Discover

Consider

Share EmotionalMemory

Perceptions,Behavior

Invigorate

Empathize

Appreciate

#Experience Persona

Gratification

Relevant,Useful,Easy,

Enjoyable

Authentication

Trustworthy

Validation

Empathic,Sincere

Uplifting,Compelling

AugmentationExtraordinary

#Experience Metrics

Unsaid

Subconscious

Behavioral

Sentiments

Best Practices

Agility

Innovation

Ownership

ResponsivenessMeasurability

Extraordinary

Understand and work-in

subconsciousmotivators

Recognition

Control

Security

Belonging

Conviviality

Enjoyment

Vitality

agility

Infuse

human being

Innovate aggressively

but responsibly

Intersect

ExperienceInnovation

BUSINESS(viability)

TECHNOLOGY(feasibility)

PEOPLE(desirability)

Inspire,not instruct.

attitude

empathy

sincerity

Inspire

ownership

customertrust

lasting

Recognize that customer needs

are fluid

Augment

Validate

Gratify Authenticate

Invigorate

Allow formore insightful

customer measurement

Conversion Churn CustomerValue

Advocacy Loyalty IntentTrust Relevance Happiness

EmotionalDrivers

SocialDrivers

Sentiments Reciprocation

Business DriversMotivators

Integrate

Synchronizedesign for

richness and color

UX usefuleasyenjoyable

trustworthyrelevantuplifting

compelling

empathicsincere

Always be in beta.Don’t give disruptors

an easy time.

iteration

Inculcate

PerpetualOptimize beta

Process Maturity

Difference

Category-centric

Works within defined business models

Engages customers as tightly-boxed stereotypes

Ecosystem-centric

Fine-tunes business models

Engages customers as ‘whole human beings’

Marketing 1.0

#2Marketing 2.0 Marketing 3.0

Mind Heart Spirit

Product-Centered

Customer-Orientated

Values-Driven

Economic-Value

People-Value

Environment-Value

Profits Social Progress Human Happiness

Least resilient Most resilient

CX HCCX

Stronger, more agileCX execution

What It Means

Stronger CapabilitiesBrandArchitectures

CXArchitectures

CustomerJourneyMapping

ExperienceVisionMapping

StaticCustomerPersonas

DynamicCustomerPersonas

More sustainable and profitable customer

relationships

Business Benefits

Stronger company teamwork

Futureproofing

Culture Strategy Tactics

Better business defensibility and

agility

More reciprocative and lasting

relationships

Welcome to a new, more competitive era for CX.From now on, it's not enough to think you know your customers — you have to really know what they care about most.What’s more, you'll need to understand the critical roles that your people, processes, and technologies play in delivering a compelling experience.

Moving Forward

Forrester 2014

“WE CANNOT SOLVE OUR PROBLEMS

WITH THE SAME THINKING WE USED WHEN WE CREATED

THEM.”ALBERT EINSTEIN

HCCXCustomer ExperiencePlayed To Win

cxgHCCX

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