A 9 step canvas to move towards a better user centred company
Transcript of A 9 step canvas to move towards a better user centred company
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Think about a project that you really, really wanted to
achieve ...
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Which ones turned out to be a big success?
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Which ones didn’t?
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My most beloved CX project didn’t make it
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The events depicted in this presentation took place in or near Belgium between 1999 and 2016.
At the requests of our clients, names are being treated as confidential.
Out of respect, the rest has been told exactly as it occurred.
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We had it all though
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But we lacked technology capabilities
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First came the hangover
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We did warn them
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It is the “Age of the Customer”
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“Only 25% of CX professionals say their
company’s CX programs actually improve customer experience”
Forrester 2015
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- Guiding principles- CX canvas
Based on successes and failures
(maybe it helps …)
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GUIDING PRINCIPLES
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#1. The best interface is no interface
› 1/ The best interface is no interface› 2/ Simplify the customer journey› 3/ Focus on most important customer jobs
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#1. The best interface is no interface
Cooking EatingSelect products ShoppingWeek menu
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#2. Facts over opinion
© Gerry McGovern
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#3. Get your priorities straight
© Gerry McGovern
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#3. Get your priorities straight
© Gerry McGovern
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#4. Never accept performance regression
© Gerry McGovern
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#4. Never accept performance regression
© Gerry McGovern
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#5. Do not ignore the inside-out
© IBM, 2015
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#5. Do not ignore the inside-out
© IBM, 2015
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#5. Do not ignore the inside-out
© IBM, 2015
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#6. Replace egosystems with ecosystems
“Implementing the improvements required coordinated effort from
multiple IT teams, usability and experience design people, and even
content editors.”Martin Hardee, Director for
Cisco.com
Customer“Desirable”
Business“Viable”
Technology“Feasible”
CX
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#7. Take digital maturity into accountDisruptor Market leader
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#7. Take digital maturity into account
© Gerry McGovern
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#8. Improve continuously
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1.The best interface is no interface2.Facts over opinion3.Get your priorities straight4.Do not accept performance regression5.Do not ignore the inside-out6.Replace egosystems with ecosystems7.Take digital maturity into account8.Improve continuously
8 guiding principles
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CX canvas
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Customerdefines and evaluates
Organisationdesigns and
deliversCX
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Leaders
Laggards
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Customerneeds
Organisationgoals
value proposition
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Winning
You
Losing
Competition
You
Competition
Room for disruption
You
Competition
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“Our mission is to bring the world's local
restaurants into everyone's home or
office - fast.”
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Customerjourneys
Organisationcapabilitiesroadmap
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2018
You
2017
Competition
You
Competition
2019
You
Competition
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Customersatisfaction
Organisationperformanceservice
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Customerjourneys
Organisationcapabilitiesroadmap
Customerneeds
Organisationgoals
value proposition
Customersatisfaction
Organisationperformanceservice
CX canvas
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My most beloved CX project
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Customerjourneys
Organisationcapabilitiesroadmap
Customerneeds
Organisationgoals
value proposition
Customersatisfaction
Organisationperformanceservice
My most beloved CX project
Do not ignore the inside-outReplace egosystems with ecosystemsTake digital maturity into account
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David De Block // [email protected]