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Are your touchpoints as smart as your customers?

By | Business marketing, Content Marketing, customer centric marketing, Service Marketing, Small Business Marketing | No Comments

We can create, review, produce, consume, entertain, work and play all with a touch of a button. The digital age is has created The Age of the Customer. We are now in the boxseat as we have the resources to make us smarter than ever before. We now have access to tools that were only available to large enterprises a few years ago and what’s more they are very affordable. We are now empowered to make decisions and choose who we want to do business with. More and more these choices are based on the sorts of experiences that businesses provide.

“Smart customers are right here, right now. We’re not talking about sometime a decade out. Right now, smart customers can “see” traffic james two miles ahead – and avoid them. They can “sniff out” delicious food being prepared 5.4 miles away – and reserve a table at that top ranked restaurant in an instant. They can “hear falsehoods in the voice of a pushy, unethical sales person and recognise the precise factual errors he has stated – and locate elsewhere exactly the price, features and delivery they require.” Smart Customers, Stupid Companies: Why Only Intelligent Companies Will thrive and How to be One.

So the tables turned, the customer has more negotiating power and choice than ever before.  What does this mean for your business? I believe it means there is no where to hide and you now need to be  truly customer centric. You need to create experiences that are as smart as your customers.

Effective touch-points of all types—human, static and interactive—move customers closer to your business. Ineffective touchpoints push customers away. As a result, touchpoint performance is critical to customer experience. To improve it, you need to understand what touchpoints exist and how well they work.

Customer Journey Mapping is a way of drawing a map of your customer journey and is used to analyse, the processes and perceptions so that it can be improved. The visualisation of every touch-point or experience helps you determine how to optimise the overall experience.

We  help you  to see customer journeys, through your customers eyes. Customer eXperience (CX) mapping starts with understanding the Touch-Points across the current end2end customer journey and standing in customers shoes.

Example : Banking

 

Importance factors

banking customer benefits

This process includes

  • Map the end2end journeys through customers eyes
  • Identify pain points and moments of truth
  • Improve the things that customers value most
  • How to measure the real customer experience
  • Capture the true costs of failing to meet customer expectations
  • Get your internal Touch-point owners fully engaged
  • Pinpoint where to focus to improve customer loyalty
  • Identify new ways to engage customers
  • Re-innovate to define your signature brand experience

 

We can support you in this process by starting with mapping an existing customer journey and then progress to define the ideal signature brand experience. To learn more about how to get started with customer journey mapping for your key customer segments  Click Here to find out more

Online Mapping tools

Great news….Customer Journey Mapping  just got even better!

TouchPoint Dashboard is the first online software of its kind and goes beyond traditional mapping techniques. Maps are sharable with remote colleagues or anyone with access to the internet. This makes co-creation much easier and dramatically speeds up the total process of mapping a customer journey for different customer segments, propositions, channels and variations in your operating model.

  • %Organise all Touch-points
  • %Capture Touch-point information in one place
  • %Share online maps
  • %Collaborate with remote colleagues
  • %Change views with one click
  • %Map end2end journeys
  • %Create a library for proposition design

Book a consultation today to discuss how we can help you use customer mapping.

If 70% of us pick up a smart device to learn about you, what do we find?

By | customer centric marketing, Customer experience, Customer Insight, Service Marketing | No Comments

They find youIn 2012 Google Published ZMOT: Winning the Zero moment of truth. I did an post on this in the impact of multi-devices some time ago. You might think that you have a website, so you are fine right? We now know that customers are checking out 10 sources about us before they engage. In 2010 /2011 the average number of sources used doubled. Now if we are booking a dinner we check out reviews like WOMO, ask our friends on Facebook, go to our Apps. When you are considering a purchase, what sources of information do you seek to assist you with your decision?

The truth is, we decide to share whatever we experience when you are not there and we use digital channels to do that. This shared experience is what others seek out before they engage with you. This social proof is more important than anything else in shaping our opinion. We are looking for substance, personalisation and a shared experience to guide us in our decision making. This is the Informational Experience. Jagan Neman in his book The Shift calls it the Customer Knowledge Chasm.

The ShiftYour website is not enough. The future of your influence lies in the experience. The customers entire journey they have with you, online and off. Someone must take responsibility for these experiences and design and define them. Understanding the customer journey is the only way to see what it is we don’t know and what is missing. We like to call this humanising the experience.

Businesses need to monitor and assess these experiences, and ensure to craft experiences their customers enjoy. One of the key challenges facing businesses in a social economy, however, is that the behaviors of connected customers are no longer congruent with that of the traditional customers they were originally built to serve. In many organizations, customer service is still operated out of a call center; marketing is spread across multiple, yet siloed functions that follow the linear path within a traditional sales funnel; and product development follows a roadmap that looks so far ahead
that it inevitably splits from evolving customer realities and expectations.” The Future of Business

 

Employee culture is too important to leave to chance

By | Branding, Business marketing, customer centric marketing, Customer Insight, Employee Experience, Service Marketing, Small Business Marketing, Thoughtleadership and Content Marketing, Value Proposition, vision | No Comments

Your culture can make or break your brand but more importantly it can attract the right people who want to work for you and can helps people deliver their best work.

  • Culture HackHave you considered whether you are creating a purposeful culture?
  • Have you got a list of values that are active and don’t just consist of lip service?
  • Do you make decisions according to your values?
  • Do you hire and fire for values?
  • Do you have a personality to your company?
  • Is it important to create a company you love?
  • What are our shared beliefs?
  • Is making money your highest priority or do you have a higher motivation?
  • What is your global vision and local vision?

Whether we like it or not a culture will be created, so why not create it?

Isn’t it important to rally the troops around one goal?

Resources:

Biggest impact for marketers in 2013, customer centricity

By | customer centric marketing, Customer experience, Customer Insight, Small Business Marketing, Value Proposition, vision | No Comments

According to a research of 300+ marketers by Incite these are the key issues impacting them in 2013.

1. Customer centricity:  This is all around getting close to the customer and understanding them better. This is all

about customers able to have a meaningful impact of business practices, strategy and goals. This is the most

significant impact on roles in 2013 across both B2B and B2C.

2. Multi-channel marketing/communications: Linked closely to the previous issue, multi-channel marketing

focuses on how to integrate multiple marketing/comms channels to ensure they work in concert for an impactful,

effective, and pervasive marketing campaign. A significant 22% picked this as top priority

3. Building unique customer experiences through more personalisation/segmentation/better consumer

Biggest impact on Marketinginsight: Striving towards providing your customers with a personalised, engaging and unique relationship with

your brand. Companies are beginning to do this through the increased segmentation made possible by social

media/big data profiling, and by the proliferation of marketing/communications channels and platforms. Evidently,

from the popularity of this option, it is a challenge that executives have not overcome completely. 10% picked this

as top priority.

customer engagement level

4. Internal Collaboration: Focusing on more efficient internal collaboration between marketing and

communications, to ensure that the company speaks with a unified voice, shares insight and responds better to

consumers.7% picked this as top priority – which is significant in itself, but more so when one considers that 24%

of Communications execs said this was priority #1, and only 5% of marketers. More on that below.Customer Centricity

The ideal espoused by Bob Thompson of Customer Think is of a ‘customer-inspired’ business, which

“Thinks deeply about what customers are trying to accomplish in their business and personal lives, and create new

ways to add value before they ask”.

Companies are asking how they can change their corporate culture to be more focused on the customer. How do we listen to our customers and how do we build delightful customer experiences?

Learn more. Take our customer centricity test.

What’s your mission? Are you in it for the money or do you have a higher purpose?

By | Branding, customer centric marketing, Customer experience, vision | No Comments

CEO of Wholefoods, John Mackey new book Capitalism’s moral code, he questions that the purpose of business is just to make money. He states that we should be thinking about business differently. He states “that business is the great creator value for other people and it’s fundamentally a force for good in the world. And I just don’t think most people understand that.”conscious capitalism

John contends and I agree that there is a different ethical movement in business today. One that has more than money and profit at the core. A business that is less greedy, selfish and inwardly focused and self-interested. John states in an interview with HBR,” only business people the answer is the purpose of business is to make money. And it’s just not the right answer. And every business has the potential for some other higher purpose besides just making money.”

“Similarly, business has that purpose for some type of larger contribution to society. So business people need to begin thinking in those terms. And so purpose is a first tenant that we explain conscious capitalism with. It’s absolutely essential that business rediscover what its purpose is, why it exists. What is the value that it creating for other people? What is its contribution to the larger society?”

So what is your higher purpose? Can you boil it down to one statement. Wholefood’s is helping people to live healthier lives, to hopefully reverse this obesity crisis we have in America.

Cath Sutherland the Director of Conscious Business has developed the Brand Creation Process – outlined in her book Creating Brand Energytestament1

Cath’s process gives businesses a clear understanding of their collective identity and true awareness of their impact on, and contribution to, their employees, customers, markets, communities, the environment and global community.  Being conscious and proactively managing and taking responsibility for all business activities, both internally and in the marketplace, is also vital to building a truly great brand.

Our vision

Global Vision

To foster empathy and insight in business marketing
Businesses need to get back to feeling, seeing, listening and showing empathy to
their customers and employees.
 
Vision
To develop a global to create customer centric businesses
Through the Strategic Service Design Process – to create a customer centred mind
set so that companies can use empathy to make better business decisions. To be
recognised as the leader in creating this movement.
Purpose
To build companies that move towards humanising service.
A customer centric mindset humanises service
 
A customer centric company is a mindset. It puts the customer at the centre of all
your decisions. You are constantly aware of their needs and choose business
decisions based on what is right for them. This is balanced with the needs of your
employees who create the human service and put their energy into creating
delightful touch points that create a human empathic journey with your brand.

DownloadAsPDF

 

Ready to create your mission, vision and purpose? Learn more

 

Is your customer at the centre of your business?

By | customer centric marketing, Customer experience, Customer Insight, Service Marketing, Small Business Marketing | No Comments

Currently I am reading a number of books on customer centricity and the latest is Outside In from the forester researchers Kerry Bodine and Harley Manning. Their research has outlined that we are not managing the customer experience very well so far and that we should really have an inside out approach to business with the customer in the centre of all our decisions. Not only is this a good strategic decision but with customers now controlling the market it might just be a matter of survival. Outside In

What I really love about their book is how they define customer experience as every interaction that a customer or potential customer has with you. From the point at which they discover

MARS

Forrester Research Outside In book

you to the moment of purchase to each touchpoint in the ongoing relationship. It is this journey that I feel is so critical to manage and the reason I have built a framework on called  Strategic Service Design

Key Take Aways from the Book:

1. Customer experience can be a real key differentiators for your business because it is hard. The experience can  go from missing (we don’t do that at all) to adhoc (we sometimes do that) to repeatable (we have a process so that mostly happens) to systematic (We have process that is an system and we follow it).

2. It is holistic and involves not just your customer facing employees but goes across every process and product of your company’s ecosystem. It requires discipline, insight and commitment. Not only do you have to find the moment of truth and disconnects, you need to fix them and that is even harder.

What's wrong

Forrester Resarch Outside In Book

3. It is made up of all those little things that the customer finds important. How do you know what they are unless you ask.

4. A customer experience is not a nice to have, your customers now have an amplified voice and vote with their feet and clicks. According to Forrester customer experience laggards have a much worse growth rate.

5. Customer Mapping is a starting point to understand what is happening and rather than finger pointing, work collaboratively for the customers journey to be better.

6, Real change, that becomes a systematic approach needs to have an important place at the CEO management table.

7. Outside In describes six disciplines of customer experience.

  • Strategy – what is your plan for customer experience. It is unique to your business and customer
  • Customer understanding – you need to understand your customers and what they are thinking and feeling.Outside in book model
  • Design – Yes you can design an experience. It is how your customers interact. This is where creativity and customer centricity is vital to getting this design just right. It has to be practical, doable and meaningful for the customer. It is hundreds of tiny little moments that can make the customer journey memorable.Customer Experience Pyramid
  • Measurement – you need to measure it to manage it. Perceptions, activity, intended behaviours. You need all three.
  • Governance – you need rules and accountability so you can see where the problem lies and fix it. It is not finger pointing but team work.
  • Culture – only if you hire the right people with the right attitude and values will a customer experience become your point of  difference. It is in those little moments and interactions when the culture will ensure that consistently the customer comes first.

To me this just makes sense. It is a natural evolution from the information age to the customer centred era. Companies will experience the fastest growth if they commit to a customer centric strategy and now Forrester have the research to prove it.

Age of the customer

 Resources
Webinar

Customer Centric Marketing

Outside In website

Ready to make your customer the centre of your business? Learn more

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