1.
Start by identifying the Moments of Truth (customer interactions)
that exist across all of your customer experiences (you can create more
specific experience maps later).
2.
Make a list of all the Moments of Truth (MOT).
For each MOT write a description, method of interaction, and customer
expectation.
We use the Diagnostics dashboard to make sure we turn the MOTs
into 15 quantifiable and actionable metrics.
There are three ways to collect and collate this information:
- Workshops of all interested
people.
That includes customers, advisors, employees and
management.
- Recording of actual experiences.
Yes,
record the experiences and evaluate afterwards. We use a video technique that
identified Moments of Truth with red flashes, Internal Interactions with blue
and decision points as green.
- Analysis of customer feedback.
Review
the letters, calls and social network commentary and capture the experiences to
gain insights and a better understanding.
3.
Document the learning and produce a visual illustration
(process activity maps).
4.
Use the maps to identify areas working well and those that need improvement.
Focus on the critical MOTs — those crucial interactions that determine whether
the experience you are creating delivers the optimum encounter, expectation and
emotion.
5.
Build a Action Plan to engineer the ABACUS of the customer experience.
At each
stage identify the relevant MOTs that cover off these elements:
- Awareness
When and How does the customer become aware of the process, product
or service you offer?
- Buy-In
How and Where does the customer ‘get it’ and become an advocate for
the experience?
- Acquisition
How is the
purchase made. Not just a product buy but the actual commitment.
- Care
Why should the customer care? How do you ensure the trust and
commitment is reciprocal and reinforced?
- Use
How does the product, service work. Has it been designed from the
customers perspective (Outside-In)? Ease of use goes beyond efficiency and
focuses directly on the actual customer experience.
- Share
In our always-on world how does Share happen? Is that understood and
optimized? Recall the fantastic tale from Canada - Westjet Christmas story
with more than 35 million hits on youtube in 3 months. By the way that is more
than the population of Canada! That’s good news, but what about capturing
the bad news before it becomes a crisis – recall the United Breaks guitar
story?
6. Engage the entire organization
to undertake the journey to Customer Experience Management.
We use the structured CEMMethod™, derived from the work of companies such as
Virgin, Disney, Southwest Airlines, Emirate, BMW, Bentley, Zara and many more
truly Outside-In enterprises. Whoever and where-ever you are it is directly and
immediately useful.
If
you are serious about engineering the Customer Experience then let us know (below). We
will provide immediate links to videos, resources and an expert community doing
this stuff as a way of life.
