Developing Cx
April 2007 (Continued)
2. Organization. The client’s organizational structure is the platform on which the customer experience is delivered. As companies move from an "inside-out" focus (on internal operational constraints) to an "outside-in" focus (on the customer), business processes evolve. The business culture is a key determinant in supporting the way companies create winning customer experiences. We develop a value chain analysis that entails people, process, technology, and systems that support customer interactions.
Our assessments can include analyzing organizational dynamics, technology, work group coordination, relational skills, learning processes. We look for opportunities to add value by streamlining processes, reducing time-to-market, and removing barriers to customer enchantment.
A brand impact study involves analyzing and strengthening the visual identity, communications, social networking, and other assets that influence the customer’s perception of the offering. The goal is to convey clarity, coherence and differentiation. This entails continuously refining the brand and portfolio of offerings.
3. Service Environment. We examine the conditions in which the customer is exposed to the product-service components. We look at market and competitive factors, channel mix, the purchasing process, and the customer’s experience in the context of the marketplace.
As the marketplace grows more global and competitive, consumer expectations become more sophisticated. Breakthroughs in other industries continually influence customers and shape their expectations. Therefore we stay abreast of innovations and novel ways customers acquire and use products-services in a variety of service settings.
We closely work with clients to create effective strategies that optimize the paths customers follow in evaluating, acquiring and using their services. We view the customer’s experience as a flow-path that consists of their visual (look-feel) orientation, sequence of decision-trees, and a continuous dialogue with the company through its representatives and systems.
We study the underlying technology and business processes for possible gaps that disrupt the flow-path. We look for opportunities to offer customers choices that are convenient, intuitive, and pleasing at every step. We focus on removing barriers which confuse, inhibit, and disrupt the flow. The result is a more engaging, efficient, and personable environment in which to interact.
4. Interface. We focus on the interactions between customers and the firm/brand from three perspectives: human-to-human, human-to-technology, and human-to-environment. We seek opportunities to refine customer interactions within every channel to create a cohesive, convenient experience.
For many firms, “interface analysis” is confined to improving “usability,” which refers to functionality, particularly regarding digital applications. But ‘usability’ is an overly narrow focus that overlooks other drivers that influence the customer’s perception and behavior. We analyze interactions within and across all channels, such as brick-and-mortar, telecommunications, digital communications and web outlets. We analyze the sequence of interactions, such as a customer's discovery, purchase, usage, and post-sale experiences. We study how various business processes that support those interactions, both individually and “in tandem,” are carried out. By optimizing and aligning all channels, the customer’s experience is significantly enriched.
Finally, we concentrate on improving the quality of communications between customers and workers at all levels. This includes a range of initiatives, from analyzing interactive voice-response (IVR) systems to actual conversations with customers. We aim to enhance the relational competencies of the sales force and other customer-facing employees in a variety of work settings. Our portfolio of custom learning products is designed to rapidly improve communications and relational skills.
Summary
Our approach to improving the Customer Experience enables companies to develop competitive advantages that are critical to acquiring and retaining high value customers. Our unparalleled success in improving the Customer Experience enables our clients to increase customer profitability and to achieve market leadership.
Contact us for more information or services.
