This document discusses architecting the customer experience. It describes understanding the customer journey from awareness to regular use across multiple channels. It emphasizes designing experiences around customer needs at each stage while ensuring business capabilities are in place to deliver seamless experiences across channels. The document also discusses using customer experience architecture to scale experiences and drive business objectives like reducing service requests and preventing common issues.

1. London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com
Customer experience
architecture
LIVEWORK EVENT
Berlin, June 2015

2. to being insured
Reducing barriers
CLIENT CASE
GJENSIDIGE

3. About us

4. ABOUT US
4
4
#MelvinBF
@mclark497

5. ABOUT US
5

6. 6

7. 7
Customers’ story
Organisations’
capabilitiesBusiness impact

8. 8

9. What we want
talk about…
now

10. The customers' experience
10

11. Call centre
Mobile
Retail
3rd party
Online
Aware Interested Decide Buy Early use Regular use
Customers’ experience starts
here.
11

12. Customer experience with an organisation
12
12

13. Call centre
Mobile
Retail
3rd party
Online
Aware Interested Decide Buy Early use Regular use
Customer engagement with
the organisation starts here.
13
User experience with the
product/service starts here.

14. 14

15. The power of irritations
15
15

16. 16
Unaware Aware Interested
Buy
/
Contract
Receive
&
setup
Early
use Normal
use Change
use Incident Reconsider Leave
Attract Make
offer Help
decide Sell Help
setup Assist Inform Support Resolve Recognise Understand

17. 17
“We will stop irritating you”
Bernt Reitan Jenssen
CEO, Transport for Oslo

18. 18

19. Why
architect the
customer
experience

20. Understand the customer experience
20
20

21. 21
Interested Buy
Receive &
setup
Early use Use
Change in
use
IncidentAwareUnaware Reconsider
Help decide Sell Setup Assist Inform Support ResolveMake offerAttract Recognise

22. 22
Aware Interested Buy Receive Setup Early use Use
Retail
Online
Call centre

23. 23
Aware Interested Buy Receive Setup Early use Use
Retail
Online
Policies
People
Process
Procedures
Practices
System
Call centre
Make offer Help decide Sell Deliver Setup Educate & Assist Inform & Support

24. 24

25. Customer experience informs business decisions
25
25

26. Project
Manager
Team member contributions….. structured to support meetings….. ensuring clear decisions and approvals
Management
Sponsor
Team
Member
Clarity on progress
Local
market SME
Programme
leader
External
partner
Coordinator
Tasks
assigned
Receives
actions
Loads approved
version
Receives
approval request
Status
update
26

27. Management
SponsorProgramme
leader
Receives
approval
request
Status
update
ensuring clear decisions and approvals
Status update: K Holistic
Update: Brazil has adopted best in class
27

28. not just your customers
Ask the public,
CLIENT CASE
VIVO

29. How to
architect the
customer
experience

30. Understand the customer context
30
30

31. Want information
that is easy to
understand and use
Need help
to decide Need help to buy
and activate
Solve my issue
here and now
Recognise me and
continue the
conversation
Interested Decide Buy Early use

32. Medium
High
Low
Interested Decide Buy Early use
32
Want information
that is easy to
understand and use
Need help
to decide Need help to buy
and activate
Solve my issue
here and now
Recognise me and
continue the
conversation

33. Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information
that is easy to
understand and use
Need help
to decide
Need help to
buy and
activate
Solve my issue
here and now
Make a
purchase
Recognise me
and continue the
conversation
Interested Decide Buy Early use
33

34. Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information
that is easy to
understand and use
Need help
to decide
Need help to
buy and
activate
Solve my issue
here and now
Make a
purchase
Recognise me
and continue the
conversation
They want
whah???
Impossible
Huh??
Interested Decide Buy Early use
34

35. Architecting the customer experience
35
35

36. 36
Online
channel
People
Policy
Process
Procedures
Practices
Systems
Retail
channel
Sell Deliver & setupMake offer Educate
Buy ReceiveDecide Early use
Customer experience: buy online and
have device delivered in a shop to be
setup by an expert
Business ability: able to sell and
deliver devices to customers across
channels

37. 37
Online
channel
Sales
Marketing
Operations
IT
HR
Finance
Retail
channel
Sell Deliver & setupMake offer Educate
Buy ReceiveDecide Early use
Customer experience: buy online and
have device delivered in a shop to be
setup by an expert
Business ability: able to sell and
deliver devices to customers across
channels

38. How to scale customer experiences
38
38

39. Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information
that is easy to
understand and use
Need help
to decide
Need help to
buy and
activate
Solve my issue
here and now
Make a
purchase
Recognise me
and continue the
conversation
39

40. Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information
that is easy to
understand and use
Need help
to decide
Need help to
buy and
activate
Solve my issue
here and now
Make a
purchase
Recognise me
and continue the
conversation
Interaction
Information
Transaction
Interested Decide Buy Early use
40

41. Visit store
for help
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information
that is easy to
understand and use
Need help
to decide
Need help to
buy and
activate
Solve my issue
here and now
Make a
purchase
Recognise me
and continue the
conversation
Interaction
Information
Transaction
Interested Decide Buy Early use
41

42. The digital systems
42
42

43. Visit store
Access online
information and
tools
Call centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information
that is easy to
understand and use
Need help
to decide
Need help to
buy and
activate
Solve my issue
here and now
Make a
purchase
Recognise me
and continue the
conversation
Systems of
engagement
Experience
Layer
Systems
of record
Interested Decide Buy Early use
43

44. Required ability
Provide the “top3” options/
next steps
Required ability
Provide basic setup and
configuration
N/A
Visit store
Access online
information and
tools
Call centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information
that is easy to
understand and use
Need help
to decide
Need help to
buy and
activate
Solve my issue
here and now
Make a
purchase
Recognise me
and continue the
conversation
Systems of
engagement
Experience
Layer
Systems
of record
Interested Decide Buy Early use
Required ability
Help the customer buy the
“best” offer
Required ability
Process payment and
activate service
Required ability
Help customer decide by
providing basic advice
Required Ability
To recognise customers
from other channels.
N/A
44

45. start
A perfect
CLIENT CASE
GJENSIDIGE

46. just the beginning
The bill is
CLIENT CASE
HAFSLUND

47. How
customer experience
architecture
can be
disruptive

48. 48
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2015 2016 2017
Objective 1:Reduce
number of service requests
Objective 2:Prevent
common service incidents
Objective 5 & 6:
Digital service strategy: High
customer touch at low cost to serve
Reduced cost to serve due
to interventions
Higher number of high
value customer interactions
Number of incidents
without intervention
Objective 3 & 4:
Operational and customer
service improvements Fewer incidents due to
short & mid term objectives

49. Welcome Setup Use

50. Receives the product, starts the service
Early stages of being a customer and
dealing with the transition to service
provider
Familiar with the company, its product and
service, establishing regular energy
consumption
Change in personal situation or
circumstance that impacts the contract
Receive & Setup New customer Customer Change in use
Setup:
Make sure the customer is
familiar with the phone and
core services
Educate:
About the product and
other features
Personalise:
Make offers and
recommendation on how to
use additional services
Seduce:
Offer incentives to use new
services and introduce
others

51. Customer
experience
architecture

52. Business capabilities required
Visit store
Access online
information and
tools
Call
centre
Mobile
Store
3rd
party
Online
Visit to 3rd
party channel
Visit mobile
site
Want information
that is easy to
understand and use
Need help
to decide
Need help to
buy and
activate
Solve my issue
here and now
Make a
purchase
Recognise me
and continue the
conversation
Service to be delivered
52
Customer experience that is desired

53. 53
http://liveworkstudio.com/berlin

54. London Oslo Rotterdam São Paulo Lebanonwww.liveworkstudio.com
www.liveworkstudio.com
Thank you!
@liveworkstudio
Melvin Brand Flu
+31 625 289 004
melvin@liveworkstudio.com
Mike Clark
+44 7730275032
Mike.clark@cohesion360.com