CEM Africa Summit Workshop July 2015
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Transcript of CEM Africa Summit Workshop July 2015
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consulting | research | contracting
CEM Africa Summit 2015Getting Started on the Outside In Journey –
What is a Successful Customer Outcome?
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Ag
en
da
1. Introduction
2. Outside In
3. Questions in an Outside In world – tool 1:
The Outside In Strategic Matrix
4. The Successful Customer Outcome – Tool
2: Successful Customer Outcome Matrix
5. Next Steps on the Outside In Journey
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Welcome
PRACTITIONER
CPP CHAMPION
CPP COACH
PROCESS
MANAGEMENT CONSULTANT
LSS GREEN BELT
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NOT FOR PROFIT ESTABLISHED IN 1992
CLIENTS & 20+ PARTNERS IN 118
COUNTRIES
SPECIALIZING IN RESEARCH, CONSULTANCY AND
TRAINING
GLOBAL CERTIFIED PROCESS PROFESSIONAL
PROGRAM
THE CEMMETHOD® DESIGNED BY THE
BP GROUP
CEMMethod®
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The World has changed
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What is Outside In?
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What is Outside In?
21st century philosophy for managing an organisation by putting the customer at the heart of everything we do.This requires a change in mind set which moves away from our Industrial
Age thinking towards a Customer Centric model.
The way you organise work within every department and across the
enterprise MUST change.
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The Triple Crown
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REVENUE
COST
SERVICE
Winning the Triple Crown
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Questions in an Outside In World
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What Business are you In?
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Where does it Start and End?
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Enquire about a
trip
Navigate to the airport
Wait in Lounge
Baggage transport
Enjoy the trip
Relax in the hotel
Return Home
Enjoy a Coffee
The Customer Experience
Includes the business process
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Looking at the customer experience forces us to
InnovateEnquire about a
trip
Navigate to the airport
Wait in Lounge
Baggage transport
Enjoy the trip
Relax in the hotel
Return Home
Enjoy a Coffee
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“It’s all about the Customer Experience and the Moment of Truth…” - Steve Jobs
What are the Key Customer Interactions?
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What is the Successful Outcome?
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What is the Successful Outcome?
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WHERE DOES THE PROCESS START AND FINISH?
WHAT ARE THE KEY CUSTOMER INTERACTIONS? WHAT IS THE SUCCESSFUL OUTCOME
WHAT BUSINESS ARE YOU IN?
The Starting Point
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NEED
VS
WANT
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NEED vs WANT
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Faster horses
If I had asked them what
They wantedthey would have said
- Henry Ford
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What is the Successful Customer
Outcome?
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WHO IS THE CUSTOMER?
CUSTOMER DESCRIPTION
PHRASE
WHAT DO THEY EXPECT?
WHAT DO THEY GET?
WHAT PROCESS DOES THE
CUSTOMER THINK THEY
ARE INVOLVED IN?
WHAT DO WE DETERMINE
FOR THE CUSTOMER?
WHAT ARE THEIR REAL
NEEDS?
SUCCESSFUL CUSTOMER OUTCOME
The Successful Customer Matrix
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The Successful Customer Matrix: Case Study
The CEM Africa Summit – What is the Successful Customer Outcome?
1. Get into teams of 5
2. Based on your experience, complete the SCOM (15 minutes)
3. Elect one person in your team to provide feedback on behalf of your group (1
minute per team)
– What real needs did your team uncover and what is the SCO?
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Next Steps on the Outside In Journey
Identify Customer Need (Successful
Customer Outcome (SCO))
Align everything you do to the SCO
Measure and Reward for
achieving the SCO
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Align processes to Successful Customer Outcomes
Everything must be connected
Align the organizational processes
to the SCO
What you do everyday leads to outputs, which in turn
leads to outcomes – this is how you ultimately achieve
a successful customer outcome
Customers who easily achieve their outcomes when they
interact with you, will be more satisfied and loyal
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Align employee measures and rewards
Everything must be connected
The way in which your employees are measured will drive the desired behavior.
Measure the achievement ofa successful customer outcome rather than internal tasks and activities.
Research has shown that employees who understand their role and purpose in the context of achieving a customer outcome are more motivated and achieve greater results.
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Final Step….Learn More
• Certified Process Professional Programme
• International Accreditation through the BP Group
• Public courses offered at IQ Business in Johannesburg
• Bulk discounts and In House courses can be arranged for 10 or more delegates
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Thank You