excellent isn't good enough anymore - now you need to deliver the experience, too

CIO Day 2010: C²IO; most Credible Chief! Chris Parker: SVP & CIO, LeasePlan Corporation

16 November 2010: Noordwijkerhout, the Netherlands

Introduction for people who weren’t at the presentation:

The theme of the 2010 CIO Day (www.cioday.nl) was about credibility. The premise of this presentation is that the commercialisation and commoditisation of IT are pushing the CIO towards commoditisation. Connecting to the customer journey is a way for the CIO to enhance his or her credibility.

After presenting different views on the customer journey and giving practical suggestions for the audience to action immediately, they were confronted with having to choose – are they going to support, inspire or lead the customer journey. All of the participants were invited to go to a corner of the room representing these three choices, and we engaged in a moderated dialogue.

This presentation is available for download from:http://www.slideshare.net/ChrisParker1/cio-day-2010-excellent-isnt-good-enough-anymore

We demand excellence from our service providers:

● Develop robust strategy

● Identify business benefits

● Provide expert advice

● Develop architecture

● Policy, Compliance & Risk

● Manage change programmes

● Collaborate with business

● Prepare & manage plans and budget

● Match demand with supply

● Manage & develop resources

● Manage external consultants

● Develop applications/solutions

● Monitor IT systems performance

● Develop quality strategy

Source: CIO profiles provided by Harvey Nash

Consumerisation+ Commercialisation= Commoditisation

“Increasingly, technology is going to matter more in the economic offering. The CIO has a huge responsibility to contribute to that.”

Joe Pine, co-author of Experience Economy and Authenticity

Customer Relationship

Operational Excellence

Customer Experience

Experience Economy

User Experience

Customer Service

Position Yourself or be Positioned

Provide excellent service to your internal customers

Proactively advise on experience improvements

Own the opportunity of introducing new customer experiences

Delivering the User Experience

Ensure UX is part of development efforts Have a game designer analyse how UX can improve your user’s productivity Go and physically use the systems you provide your customers

Use and understand the latest consumer fads Develop user experience guidelines & policies Have your sites reviewed for UX improvements

Build and manage the UX design team Manage your company’s e-commerce products Become your company’s User Experience Evangelist

Delivering Customer Service

Deliver internal service as per your brand promise Start a ‘bring your own equipment’ pilot in your company Hire a marketing firm to help you ‘sell’ IT operations & projects internally Adopt ‘people as the perimeter’ security philosophy

Advise on customer facing process improvements Develop smart games for service training Introduce chat functionality for service interaction

Manage the mystery shopper activity for your company Manage a social networking response team Become your company’s Customer Service Director

Delivering the Customer Relationship

Ensuring latest functionality is available in CRM Use your companies CRM for internal customers

Arrange for a external social networks to be monitored

Introduce a ‘bring your own equipment’ service for super users

Proactively mine BI for customer intelligence insights Recommend & enable metrics like Net Promoter

Score Provide a lifetime customer value framework

Manage your loyalty/rewards programme to drive customer behaviour

Develop a product which is using CRM information to customise services

Become your company’s VP of Social Strategy

Delivering Operational Excellence

Provide efficient & effective IT support possible Outsource or vaporise (into the cloud) any commodity activities or services Utilise Agile development methodologies Improve your performance with Lean Thinking interventions

Ensure an experience policy is included in BPO SLA’s Introduce BPMS layer to separate the user from legacy Investigate process automation and augmentation Mobilise the process with smartphone applications

Lead a Voice of the Customer (VoC) investigation Investigate ‘process utility’ opportunities with a competitor Develop a mass customisable product & bring it to market Become your company’s VP of Productivity Improvement

Delivering the Customer Experience

Develop a holistic digital touch-point strategy & architecture

Investigate CEM software solutions

Identify new ways of capturing (real-time) customer information

Champion social networking internally

Identify and highlight existing social communities

Develop a cross-functional customer experience map

Use customer analytics to customise products

Move IT strategy and CISO roles into the business line Create and manage internal & external co-creation channels Conduct emotional experience analysis with heart beat monitors

Become your company’s Chief Experience Technologist

Delivering in the Experience Economy

Decide to stop being the ‘experience prevention department’ Go to the US and experience Best Buy’s ‘Geek Squad’ Review your entire enterprise architecture for experience consistency

Conduct a ‘Web 2.0’ style co-creation event Host an experience based innovation event Learn about the future of biometrics & neuroexperience Propose a holistic ‘experience statement & policy’

Create an experience centre for your company Develop & propose new experience-based business models Present experience economy to your peers at CIO Day Become your company’s Chief Experience Officer

Customer Relationship

Operational Excellence

Customer Experience

Experience Economy

User Experience

Customer Service

Experiences to AVOID!

● Don’t move into the experience space without thinking, and causing damage to your brand and culture.

● Don’t focus too much on ‘wowing’ customers. Your experience may lack authenticity – it must be real!

● Don’t bring UX in as a (last) step in the process.

● Don’t get stuck in ‘cost to serve’ model which tells you what you can’t do – focus on what you believe you should do!

● Don’t hesitate moving into experiences because your management colleagues don’t get it – they will!

Consumerisation+ Commercialisation

+ Customer

= Credibility!

Now it’s time to choose!

Provide excellent service to your internal customers

Proactively advise on experience improvements

Own the opportunity of introducing new customer experiences

Special thanks to the people who enabled this experience:

● Joe Pine from Strategic Horizons, co-author of Experience Economy and Authenticity

● Albert Boswijk from The European Centre for the Experience Economy, author of Experience Economy – A New Perspective

● Ted Schadler from Forrester Research, co-author of Empowered – Unleash Your Employees, Energize Your Customers, Transform Your Business

● Harry Arends from Forrester Research

● Steven Walden from Beyond Philosophy, co-author of Customer Experience – Future Trends & Insights

● Robert-Jan Hagens & Olaf Acker from Booz & Company

● Roland Steenvoorde from Harvey Nash

● Laetitia Chesneau, Bill Below & Stéphane Munier from Aastroem Munier BBN

● Rob Beijleveld, Jorick van der Vlies, Valerie Nuyten & Hotze Zijlstra and the CIO Day team from ICT Media

Want to experience more?

● The Experience Economy: Work Is Theatre & Every Business A Stage; Pine & Gilmore (1999)

● Authenticity: What Consumers Really Want; Pine & Gilmore (2007)

● The Experience Economy: A New Perspective; Boswijk, Thijssen & Peelen (2007)

● Empowered – Unleash Your Employees, Engergize Your Customers, Transform Your Business; Bernoff & Schadler (2010)

● Customer Experience: Future Trends & Insights; Shaw, Dibeehi & Walden, (2010)

● The DNA of Customer Experience: How Emotions Drive Value & Destroy Value; Shaw (2007)

● Revolutionize Your Customer Experience; Shaw (2005)

● Customer Experience Management: A revolutionary approach to connecting with your customers; Schmitt (2003)

● Customer Experience Strategy: The Complete Guide From Innovation to Execution; Arussy (2010)

● Strategic Customer Service; Goodman (2009)

● Service is Front Stage: Positioning services for value advantage; Teboul (2006)

● Operational Excellence: Using Lean Six Sigma to Translate Customer Value through Global Supply Chains; Martin (2008)

● Effective UI: The Art of Building Great User Experience in Software: Andersen , McRee & Wilson (2010)

Want to experience even more?

● www.strategichorizons.com

● www.ted.com/talks/joseph_pine_on_what_consumers_want.html

● www.experience-economy.com

● www.booz.com/global/home/what_we_do/services/operations

● www.beyondphilosophy.com

● www.aastroem-munier-bbn.com/thinkmobile.html

● www.jeffbullas.com

● www.mashable.com

● www.customerthink.com

● www.effectiveui.com

● www.shopperculture.com

● www.youtube.com/watch?v=u6XAPnuFjJc&feature=youtube_gdata

● www.slideshare.net/sjbrinker/the-case-for-a-chief-marketing-technologist

Want to experience still more?http://www.forrester.com/marketing-research/customer-experience ● Welcome To The Empowered Era; 1 Nov 2010

● How To Prepare For The Era Of Experience; 18 Oct 2010

● What Is The Right Customer Experience Strategy?; 28 Sep 2010

● Selecting Online Customer Service Channels To Satisfy Customers And Reduce Costs; 25 Jun 2010

● Customer Experience Executives’ Top Priorities For 2010; 23 Jun 2010

● How To Create A Social Customer Service Strategy; 10 May 2010

● Three Secrets Of Success For Customer Experience Organizations; 29 Apr 2010

● The State Of Customer Experience, 2010; 19 Feb 2010

● Lean Thinking: Mining The End User Experience; 19 Jan 2010

● Best Practices: Five Strategies For Customer Service Social Media Excellence; 14 Aug 2009

Experience concepts according to WikipediaUser eXperience (UX) is about how a person feels about using a system. User experience highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction (HCI) and product ownership, but it also covers a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system.

Customer service is the provision of service to customers before, during and after a purchase. Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation.

Customer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support.

Operational Excellence is a philosophy of leadership, teamwork and problem solving resulting in continuous improvement throughout the organization by focusing on the needs of the customer, empowering employees, and optimizing existing activities in the process

.Customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context.

The term Experience Economy was first described in a book published in 1999 by B. Joseph Pine II and James H. Gilmore, titled "The Experience Economy". In it they described the experience economy as the next economy following the agrarian economy, the industrial economy, and the most recent service economy.

“Opportunities are never lost; someone will take the one you miss.”

Chris Parkercparker@live.nlhttp://nl.linkedin.com/in/cgparker22

Actions I have already done Things I plan to do in the near future Ideas I have not yet worked into my strategy

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