THE CUSTOMER EXPERIENCE MANAGEMENT MATURITY ASSESSMENT

Transcription

1 THE CUSTOMER EXPERIENCE MANAGEMENT MATURITY ASSESSMENT 01/2016 Ein Vorgeschmack auf das Customer Experience Management Maturity Assessment Kontakt: Seite 1 #5 Engineered Digital Business 2018

2 CUSTOMER EXPERIENCE MANAGEMENT WHAT IS IT ALL ABOUT? Customer Experience Management what is it all about? Forbes says that customer experience is the "cumulative impact of multiple touchpoints" over the course of a customer's interaction with a company. Some companies are known to segment the customer experience into interactions through the web and social media, while others define human interaction such as over-the-phone customer service or face-to-face retail service as the customer experience. According to Fast Company, the six disciplines for great customer experience are strategy, customer understanding, design, measurement, governance and culture. A company's ability to deliver an experience that sets it apart in the eyes of its customers will increase the amount of consumer spending with the company and inspire loyalty to its brand. According to Jessica Sebor, "loyalty is now driven primarily by a company's interaction with its customers and how well it delivers on their wants and needs." Wharton's Professor of Marketing Barbara E. Kahn has established an evolutional approach to customer experience as the third of four stages of any company in terms of its customer centricity maturity. These progressive phases are: Product Orientation: Companies just manufacture goods and offer them the best way possible. Market Orientation: Some consideration on customer needs and segmentation arises, developing different marketing-mix bundles for each one. Customer Experience: Adding to the other two factors some recognition of the importance of providing an emotionally positive experience to customers. Authenticity: This is the top maturity stage of companies. Products and service emerge from real soul of brand and connect naturally and on long term sustainable basis with clients and other stakeholders. Today, it is widely recognized that customer experience is a qualitatively different concept than concepts such as customer engagement, customer satisfaction, and customer commitment. (Source: Wikipedia) Customer Experience Management (CXM or CEM) is a strategy and practice for delivering online and offline customer experiences to acquire and retain customers, and turn those customers into satisfied, loyal brand advocates. As an executive, you own this strategy. Despite what vendors promise, they are not able to deliver your CXM strategy for you. With all the noise around CXM, determining what should be in your forward-looking strategy and what should be out can be a highly unproductive debate. Fresh thinking is necessary for creating and optimizing your Customer Experience Management strategy. You should concentrate on opportunities to elevate your organization s approach to CXM by focusing on strategy, metrics and governance across three pillars of Customer Experience Management: Insights to be able to understand, what drives a customer towards a buying decision Alignment across your whole organization and the willingness to walk in the customer's shoes Deliver Experiences strictly based upon your customers' contexts and expectations Seite 2 #5 Engineered Digital Business 2018

3 CUSTOMER EXPERIENCE MANAGEMENT WHAT IS IT ALL ABOUT? Your customers are aware of how important they are to your success. In these customer-driven markets insights into the customers' motivations to buy and engage post-sale is vital to the success of your CXM strategy. If you want to know what customers really think and what they really want, you must account for the data in every single touchpoint. Gathering and analyzing this level of customer data to understand behaviors and motivations accelerates the actionable insights you need to maintain a competitive advantage. Your customers interact in many different ways with your company from marketing, sales and support to finance. Your CXM strategy needs to focus on delivering one consistent experience. Alignment therefore, is another critical component for CXM success. In an inconsistent organization, management has to drive the alignment of people, processes, systems, technologies and messages so that any customer receives engaging, compelling and consistent experiences no matter at which touchpoint prior to his buying decision and after it. That means you have to orchestrate communication from your teams to customers across channels, platforms, markets and languages. Customers have expanded the ways they engage with your company. If global customer experience management is a priority for your company, it is your responsibility to provide compelling, personalized experiences that are right for every customer on every device and channel, language and culture. It is what your customers expect from your company. When global, omni-channel delivery is a reality, you create an environment that supports great experiences with your brand and builds trust, loyalty, retention and advocacy. It s time to cut through the CXM noise. Take a step back and focus your CXM efforts on strategy, measurement and governance based on the three pillars of Customer Experience Management: Insights, Alignment and Context. As you address the items in this questionnaire, you will be ensuring that your current and go-forward strategy addresses critical and core requirements for future success. Your answers will be evaluated according to the specific requirements of your particular industry. Recommendations will not be the kind of patent remedy for you but they will give you a guideline on the way to sustainable CXM success for your company. Seite 3 #5 Engineered Digital Business 2018

4 WHAT IS A CXM READINESS ASSESSMENT? What is a CXM readiness assessment? The CXM readiness assessment provides a consistent nevertheless flexible method of understanding how effectively your company's customer experience management (CXM) is being managed and implemented in your individual organization. Method of engagement: The relevant content of the latest Forrester s reports on customer experience management have been the framework for developing this CXM assessment. Forrester s mature CXM six disciplines are the red line of this questionnaire. CXM capabilities are reviewed against each of the six disciplines as part of the client engagement using different methods such as structured conversations with relevant stakeholders, reviewing relevant documentations and running appropriate workshops. The final results: The deliverables will be subject to a report detailing the findings on the adequacy of the areas detailed within the scope of the assessment. The report will detail findings and risks associated with each finding. The report will typically include a traffic lite analysis (red, yellow, green) of all 6 disciplines of the CXM. Should any significant risks be identified during the assessment, a drill down will be recommended to provide further clarity on that particular risk and to allow pragmatic and practical recommendations on how to deal with that issues. The Forrester's mature CXM disciplines: Strategy: Definition of the intended experience based on the company strategy, brand, and customer needs. Strategy determines which experiences get prioritized and guides the personality of those interactions. Customers: Everyone knows who your customers are, what they do now, and what they want going forward. Knowledge of how customers behave over time reveals how cohesive the experience is. Design: Experiences are consciously designed using known design best practices. Design standards and frameworks help focus on the project at hand while helping it tie in to the overall intended experience across touchpoints. Culture: Create and maintain a customer-centric culture. It encourages cross-group collaboration that facilitates cohesive experiences. Seite 4 #5 Engineered Digital Business 2018

5 WHAT IS A CXM READINESS ASSESSMENT? Measurement: Track customer experience quality on an ongoing basis. Consistent KPIs such as Net Promoter Score show overall experience quality and touchpoint quality. Governance: Experienced people monitor and proactively manage customer experience quality. It directs funding, helps facilitate communication, and aggregates and disseminates best practices across teams. Forrester's four stages of customer experience practice are following the maturity model: Undeveloped: The organization doesn't perform this practice at all. Ad hoc: The organization performs this practice sporadically, mostly because there is no defined process that specifies when it should be performed, how, or by whom. Repeatable: The organization has a defined process that specifies when this practice should be performed, how, and by whom. The organization follows that process most of the time. Systematic: The organization has a defined process that specifies when this practice should be performed, how, and by whom. The organization follows that process all of the time. Status according to traffic light color: Red: A problem needs serious attention and immediate action Yellow: Not complete, in progress, a risk but not an issue yet Green: On track, in progress and complete to plan, no issues Approach and Methodology: The first three steps of consulting methodology will be used during the CXM Assessment engagement. Recommendation step will be covered in a new engagement. Recommendations could be steered towards technology products and organizational recommendations. Seite 5 #5 Engineered Digital Business 2018