Customer Experience Strategy And Implementation-Books Pdf

Customer Experience Strategy and Implementation
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CASE STUDY, Customer Experience Strategy and Implementation. Enterprise Customer Experience Transformation, Executive Summary. Andrew Reise Consulting is currently assisting, this corporation in the strategy design and. implementation of an enterprise customer, experience transformation program that. will deliver significant results This multi, year program represented our client s top.
strategic priorities and involved nearly every Business Challenge. aspect of the business The success of this, program relies on our ability to help our. Our client a major wireless telecommunications provider was faced. client overcome several common customer with numerous strategic threats and opportunities. experience pitfalls including, Inability to link the customer Stagnant Growth Wireless competitors Customer Service Leadership Our. experience strategy to the corporate were growing their customer base at a client had differentiated itself in the. vision and mission much faster pace and threatened to take an marketplace as a leader in customer service. Failure to commit key resources to the increasing percent of the market share As a result their churn rates were among. program on a full time basis the lowest in the industry Key competitors. Underestimating the criticality of Market Saturation The market for however had made strides in customer. change management wireless telecommunication products service and were closing the competitive gap. Lacking the appropriate executive and services was highly saturated As a result. alignment major wireless telecom competitors fought CRM and Technology Follower While. Taking a piecemeal approach to over the same customer base our client was a leader in customer. customer experience management service they delivered service without. Lacking the discipline to measure the Consumer Loyalty The wireless sophisticated automation or CRM capabilities. results consumer base was not highly loyal to Other competitors had an advantage with. Inability to take an end to end their service provider representing a potential more current data warehousing customer. approach to customer experience risk for churn analytics and overall CRM capabilities. The company s brand promise was to deliver differentiated customer service but. deficiencies in key capabilities and an aging information systems infrastructure. threatened to create a significant brand gap and loss of competitive position Our. client needed a strategy to build on its customer service differentiation strategy. CASE STUDY, Customer Experience Strategy and Implementation. HOW ANDREW REISE HELPED, Andrew Reise was engaged to develop and implement a comprehensive. customer experience strategy to respond to key strategic threats and. opportunities Andrew Reise s engagement included the entire program. lifecycle from initial strategy development through implementation of. the strategic roadmap, PHASE 1 CREATING THE CUSTOMER EXPERIENCE STRATEGY.
Andrew Reise worked with the company to assemble a dedicated team of functional leaders across. the enterprise including representatives from Sales and Marketing Information Systems Finance. Operations and Customer Service By establishing a dedicated team Andrew Reise consultants were. able to effectively facilitate dozens of work sessions to develop a customer experience strategy based. on an analysis of consumer market competitive brand promise and existing CRM capability factors. Making the Case for Change Value Focus A compelling mission and Competitive Assessment An assessment. Competitor Market Research vision statement was established to focus of the company s market and competitive. on delivering lasting value to the company environment was conducted to identify key. In order to crystallize the competitive and, in the areas of expanding the breadth depth threats and opportunities The result provided. market threats Andrew Reise conducted, and duration of the customer relationship key insights into competitive threats and. research using both internal and external, The result created a clear call to action for all opportunities that served as an input to the. resources to assess market and competitive, stakeholders at the outset of the program business case and overall strategy. positions Research included an assessment, of comparative customer growth churn.
Customer Needs Assessment Andrew Customer Lifecycle Mapping. financial performance consumer attitudes, Reise researched customer insights based current state An end to end customer. technology trends and an assessment of, on our proprietary customer needs network experience lifecycle process was developed. specific targeted CRM capabilities This, collecting and analyzing customer feedback to provide a process centric view using the. research helped to provide a fact based, and incorporating established customer customer s perspective Internal company. foundation that identified specific gaps, segment profiles and personas The results processes and capabilities were mapped to the.
between our client s current position and, provided critical insights into the company s customer experience lifecycle process to analyze. their competitors These gaps served as key, existing and target customer base in terms of the current state issues and opportunities The. considerations to guide the development, needs and wants result was the creation of an enterprise wide. of the customer experience strategy and, customer experience lifecycle model for all. crystallized the case for change with the, enterprise programs going forward.
executives, CASE STUDY, Customer Experience Strategy and Implementation. PHASE 1 CREATING THE CUSTOMER EXPERIENCE STRATEGY, Capability Assessment Andrew Reise Customer Experience Strategy Andrew. conducted an assessment of the Reise helped organize and analyze all. Getting it Right, Death by a thousand cuts company s individual capabilities using Andrew input factors to create a series of compelling. Historically dozens of individual Reise s proprietary Capability Maturity Model strategic imperatives serving as the foundation. technology and or business projects were The maturity level for each capability area of the customer experience strategy The. identified to address discrete issues Without was assessed on a 1 5 scale to determine the strategic imperatives were developed to. a holistic cross functional or overarching strengths and weaknesses of key capabilities specifically address the various competitive. strategy these projects often failed to The result was a quantifiable assessment of threats issues and opportunities identified. deliver on expectations individual capabilities that served as a baseline throughout the strategy project Strategic. and benchmark for the specific goals and imperatives represented major platforms or. objectives of the customer experience strategy themes such as. The power of collaboration, Developing a deeper customer understanding. To avoid past mistakes our client assembled PAID Diagramming Andrew Reise. Facilitating more meaningful customer, a cross functional team who was fully facilitators utilized a proprietary.
interactions, dedicated to the development of a holistic transformation tool called PAID diagramming. Enabling the end to end customer experience, customer experience strategy Members Process Application Integration Data to. Enhancing campaign and marketing, of the team left their day jobs for 4 to 6 further map the customer experience lifecycle. effectiveness, months to collaborate on the development to underlying business processes application. Establishing powerful business and customer, of the strategy The result was a powerful systems interfaces and data sources to.
fact based strategy that helped align the identify more tactical and specific issues and. Improving speed to market and agility, entire organization to a common goal of opportunities within the business architecture. Establishing a foundation for operational, improving the breadth depths and The result provided insights into specific real. effectiveness, duration of the customer relationship world issues and opportunities that provided. a key input into the development of a realistic The result was a clear and compelling customer. and achievable customer experience strategy experience strategy based on a foundation of. value creation for the business, CASE STUDY, Customer Experience Strategy and Implementation. PHASE 2 FRAMING CUSTOMER EXPERIENCE INITIATIVES AND SOLUTIONS. In order to make the strategy more tangible Andrew Reise collaborated with the company to. further build out the strategy by developing the customer experience detailed strategy. Customer Experience Initiative Framing In order to make the customer experience strategy Going Deep. achievable common or related issues and opportunities were grouped together and People process and technology. transformed into discrete initiatives Each initiative represented a distinct project or solution that In order to develop pragmatic customer. when implemented would enable one or more of the strategic imperatives defined in the customer experience initiatives we assisted our. experience strategy Each initiative was then further defined in terms of more specific solutions client in a detailed analysis of discrete. that could be implemented The result was a list of more than 35 discrete initiatives or projects that CRM capabilities using our proprietary. could be implemented to realize the strategy Initiatives addressed key capabilities in areas such as CRM maturity model This analysis. an enterprise data warehouse business intelligence voice of the customer cross sell up sell cross helped identify specific people process. channel integration web channel transformation billing and customer care system transformation and technology capabilities needed to. and lifecycle interaction management deliver the strategy. Business Case Development Based on the identification and framing of the program initiatives. Getting paid, a more detailed 5 year business case was developed for each initiative The business case was.
During the solutioning phase we also, based on both qualitative and quantitative metrics that were specific to the company The individual. modeled the customer experience in terms, initiative business cases were then aggregated into a single integrated business case. of the customer experience process P, that clearly demonstrated the significant ROI that the program represented. enabling applications A interfaces I, and data sources D using our proprietary. Transformation Roadmap The individual initiatives were then sequenced into a long range. PAID diagramming approach The result, customer experience roadmap based on dependency resource and ROI factors The result was.
was a clear linkage between customer, a detailed program roadmap that would serve as a guide throughout the transformation program. experience interactions and the underlying, people process and technology enablers. Program Governance Andrew Reise defined the strategy program governance model for the. entire program including work plan management risk management issue management. status reporting program alignment responsibility and decision making governance as well as the. overall program organization structure The result was a program governance model that would be. utilized throughout the transformation program, CASE STUDY. Customer Experience Strategy and Implementation, PHASE 3 IMPLEMENTING THE CUSTOMER EXPERIENCE ROADMAP. Andrew Reise assisted in the kick off and day to day execution of the transformational. program including, Organizing for Results Program Management Andrew Reise served as the overall program management office for.
A new function the program managing all aspects of strategy program governance and benefits realization. Since the strategic program was to span, multiple years it was important to find Benefits Realization Andrew Reise assisted the company with the financial management. the right internal resources committed to aspects of the program including careful management to the business case and establishing. the effort for the long term The company processes and methods for measuring benefits realization on a go forward basis. established a new functional cost center, for the program where key resources from Organization Transformation Andrew Reise assisted in the establishment and staffing of a. across the enterprise were reassigned from dedicated program team of more than 325 people In addition Andrew Reise assisted with. their functions The cost center included a the change management aspects of the program. complete departmental organization, structure that could replicate all internal Process Transformation Andrew Reise assisted with the establishment of an enterprise. employee coaching and performance process model within the company including the identification of process owners who. reviews throughout the program would oversee and optimize the implementation of new processes. The result was a dynamic program structure Technology Transformation Andrew Reise assisted with the information technology. that was able to garner 100 focus from implementation for several of the initiatives. its participants and internalize a sense of, ownership and pride in the program. Duration Years, FTE s Engaged, Initiatives, Return on Investment.
over the same customer base Consumer Loyalty The wireless consumer base was not highly loyal to their service provider representing a potential risk for churn Executive Summary Business Challenge Customer Experience Strategy and Implementation Customer Service Leadership Our client had differentiated itself in the marketplace as a leader in customer service As a result their churn rates

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