Post on 23-Jan-2018
Driving Organizational Alignment THROUGH Customer Experience APA 2016
Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.American Psychological Association - 2016
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
WHY ORGS ARE LEARNING TO VALUE
EXPERIENCE
HOW TO DRIVEEXPERIENCE
AS A VALUE
PROCESSSYSTEMS PEOPLEinfluencewhich is
interpreted by
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
How We Were
PROCESSwhich is
manifested as
PEOPLE SYSTEMSinfluence
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
How We Are
Human-Centered Design
DISCOVER DESIGNBEGIN EXPLORE DECIDE PROTOTYPE / TEST
DEPLOYDECIDE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Human-Centered Design
DISCOVER
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
HOW OFTEN
HO
W L
ON
G
• Time Consuming • Isolated • Disconnected
+
– +
The Way We Were
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
HOW OFTEN
HO
W L
ON
G
+
– +
The Way We Are
+
• Quick • Integrated • Connected
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
VISIONMISSIONdrives andVALUES
The Values Driven Organization
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
PROCESSwhich is
manifested as
PEOPLE SYSTEMSinfluence
VISIONMISSIONdrives andVALUES
Components of Culture
CULTURE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
MISSION VISION
VALUES
PEOPLE
PROCESS SYSTEMS
CX“Customer Experience”
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
UXUX
UX
CX
Channels Ways your customers interact with your business. Each channels is full of Touchpoints.
Touchpoints Specific moments and places where customers interact with your business.
Journeys The customer’s process of interacting with your company. The best experiences occur when we intentionally coordinate touchpoints with customer needs across their various channels.
Ways of Seeing Experience
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Ways of Seeing Experience
Channels Ways your customers interact with your business. Each channels is full of Touchpoints.
APPWEBSITE HOSPITAL
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Ways of Seeing Experience
Touchpoints Specific moments and places where customers interact with your business.
APPWEBSITE HOSPITAL
• First-TimeLogin
• Schedulingan Appointment
• Locating a Patient
• Waiting to be Seen
• Paying a Bill
• SearchingDoctors
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Journeys The customer’s process of interacting with your company. The best experiences occur when we intentionally coordinate touchpoints with customer needs across their various channels.
Checks in with app
Office difficult to
find + Patient isn’t
scheduled with correct
doctor
Doctor’s Visit
“How was your visit “
survey
Ways of Seeing Experience
Receives Email
ConfirmationSearching Doctors
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
@@
Most organizations simply are not set up to deal with today’s customer experience demands.
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
“ believe that customer experience will be their primary basis for competition by 2016, versus 36% four years ago.”
Maeda, 2016
89%of COMPANIES
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
“WITH A POSITIVE EXPERIENCE
more likely to buy
6xmore likely to forgive a mistake
5xmore likely to recommendthe company
12x
Maeda, 2016
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Experience is Fleeting
USABLE
USEFUL
DESIRABLE
– +
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
USABLE
USEFUL
DESIRABLE
– +
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Experience is Fleeting
Outdated Structures & Systems
ORGANIZATIONAL STRUCTURES
TECHNICAL ARCHITECTURESCX
1 2 3 4
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
How we cultivate is what we create.
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Components of Culture
CULTURE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
MISSION VISION
VALUES
PEOPLE
PROCESS SYSTEMS
CULTURE IS
IS CULTUREEXPERIENCE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
CX
CX
CX
CX
CX
CX
CX
CX
CX CX
CX CX
Employees are at the Heart of CX
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
In a Gallup study of 200 hospitals, they found that the engagement
level of nurses was the number one variable correlating to mortality, even beating out the number of
nurses per patient day.Forbes, 2015
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
EXPERIENCE as a
VALUE
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
A Holistic Approach to Experience
Structure
EXPERIENCE as a
VALUE
Systems
Strategy
Behavior
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
EXPERIENCE as a
VALUE
Strategy
2016 2017 2018
ASSESSMENT
MULTI-YEAR
KEY PRIORITIES & MILESTONES123
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
EXPERIENCE as a
VALUE
Strategy
2016 2017 2018
ASSESSMENT
MULTI-YEAR
KEY PRIORITIES & MILESTONES123
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
EXPERIENCE as a
VALUE
Structure
FINANCE DEV PRODUCT
1. They call it MarketingSALES & MKT FINANCE DEV PRODUCT
2. They have a CX siloCX
FINANCE DEV PRODUCT
3. CX works across a few groups
CX
SALES & MKT FINANCE DEV PRODUCT
4. CX as an Org ValueSALES & MKT
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
SALES & MKT
CX
EXPERIENCE as a
VALUE
Behavior
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
pain gain
think & feel
say & do
hear see
Tools We Use l Empathy Map
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
EXPERIENCE as a
VALUE
Systems
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
A Holistic Approach to Experience
Structure
EXPERIENCE as a
VALUE
Systems
Strategy
Behavior
American Psychological Association - 2016Melanie Kinser Ph.D. l Pete Kinser M.S. M.Ed.
Thank You
Melanie Kinser Ph.D. MelanieKinser@me.com @ThinkWyn
Pete Kinser M.S., M.Ed. PeteKinser@mac.com @PeteKinser