HCCX - Playing to Win in Customer Experiences

© 2014 The Customer Experience Group

HCCXIn Customer Experiences

Playing To Win

cxg

Human-CenteredCustomer Experiences

(CX)

Definition

cxg© 2014 The Customer Experience Group

Experience Design

made complete

Pain Points Addressed

Weakening differentiation with competitors1

2

3

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

rally

resonate

integrate


Tighter

People

Processes

TechnologyDeeper


Staying relevantin a new,

more disruptiveCX era

Psychology

Transforming forsustainable growth

Purpose



Alignment1

2

3

Conscious + subconscious customer motivators

Silo-neutral

Ecosystem-centric

INVIGORATING HUMAN POTENTIAL

#1


CREATING CUSTOMER HAPPINESS

#2


CHAMPIONING PURPOSE IN LIFE

#3


BUILDING CUSTOMER TRUST

#4


CO-CREATING CUSTOMER LOVE

#5



Key Applications1

2

3

Corporate CX ‘superglue’

Acceleration of end-to-end advantage

More productive customer analytics

Psychology-drivenCustomer Experience

Management

Discipline


WORKS THE ‘WHOLE HUMAN BEING’

#1


SUBCONCIOUS NEED OPTIMIZATION

#2


DYNAMIC CUSTOMER SEGMENTATION

#3


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

1

2

3

4

Pivot

Experience Vision

Human-Centered Design

Big CX Opportunity Inspire

Aim

Formulate

OptimizeUsefulEasy

Enjoyable

EmpathicSincere

Compelling

TrustworthyRelevantUplifting


Putting It Together

Digital

Physical

#Pivot


Cultural

Relationshiptipping points

Transactionaltipping points

#Big CX OpportunityDifferentiating,

unifying

Analytically correct

Emotionallycompelling


Rally

Incentivize

#Experience VisionConscious +

Subconscious

Social heat spots

Contextualheat spots


heat spotsBrand’s Unique

Selling Experience(USE)

Psychologyoptimization

#HC Design

CX

SX

UX

Augment

Validate, Authenticate

Gratify


Feasibility

Viability

Desirability

CultureStrategy

Tactics

EVMPTM

Roadmap

CustomerExperienceArchitecture Experience

VisionMapping Path

ToMaturity


CXA

Engagement DNA

Emotional

Ecosystem

Community

Journey Metrics


Circumstances

Interests

Attitudes

Hallmarks

Movements

Hygiene

Communitypurpose

Emotionalpersona

Socialpersona

Algorithm

Ecosystem

Emotional

Community


Sharpen

Broaden

Synch

Emotionaldrivers

Socialdrivers

Sentiments

Untrusted

Neutral

Trusted

AlgorithmJourney

Metrics


Match

Validate

BigCX Opportunity

EcosystemDNA

EmotionalDNA

rally

#Culture


Zone-in

Zone-out

Excite

ExperienceVision

JourneyDNA

CommunityDNA

integrate

#Strategy


Mobilize

Synchronize

Customize

DynamicCustomer

CX/SX/UXdesign

Segmentation

MetricsDNA

resonate

#Tactics


Align

Flow

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

Emote

Lift

Deepening Design

Discover

#Experience Journey Discover

Consider

Use

Share EmotionalMemory


Perceptions,Behavior

Invigorate

Empathize

Bond

Appreciate

#Experience Persona

Gratification


Relevant,Useful,Easy,

Enjoyable

Authentication

Trustworthy

Validation

Empathic,Sincere

Uplifting,Compelling

AugmentationExtraordinary

#Experience Metrics

Conscious© 2014 The Customer Experience Group

Unsaid

Subconscious

Said

Done

Behavioral

Felt

Sentiments

Best Practices

Agility

Innovation

Ownership

ResponsivenessMeasurability

Extraordinary

Beta

1 3

45

6

7 2


Understand and work-in

subconsciousmotivators

#1


Recognition

Control

Power

Security

Belonging

Conviviality

Enjoyment

Vitality

Whole

agility

Infuse

human being

™Censydiam© 2014 The Customer Experience Group

Innovate aggressively

but responsibly

#2


Intersect

innovation© 2014 The Customer Experience Group

ExperienceInnovation

BUSINESS(viability)

TECHNOLOGY(feasibility)

PEOPLE(desirability)

Inspire,not instruct.

#3


attitude

empathy

sincerity

Inspire

ownership

customertrust


lasting

Recognize that customer needs

are fluid

#4


Augment

Validate

Gratify Authenticate

Invigorate

responsiveness© 2014 The Customer Experience Group

Allow formore insightful

customer measurement

#5


Conversion Churn CustomerValue

Advocacy Loyalty IntentTrust Relevance Happiness

EmotionalDrivers

SocialDrivers

Sentiments Reciprocation

Business DriversMotivators

Integrate

measurability© 2014 The Customer Experience Group

Synchronizedesign for

richness and color

#6


CX

SX

UX usefuleasyenjoyable

trustworthyrelevantuplifting

compelling

empathicsincere

Imbue

extraordinary© 2014 The Customer Experience Group

Always be in beta.Don’t give disruptors

an easy time.

#7


iteration

Align

Scale

Inculcate

beta

PerpetualOptimize beta

Rapid


Process Maturity

Difference


CX

Category-centric

Works within defined business models

Engages customers as tightly-boxed stereotypes

HCCX

Ecosystem-centric

Fine-tunes business models

Engages customers as ‘whole human beings’

#1


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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Date post:	13-Sep-2014
Category:	Business
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