Forrester - Challenge thinking, lead change - SEE 2016
Transcript of Forrester - Challenge thinking, lead change - SEE 2016
Workforce Enablement is the Key toImproving Customer ExperienceElinor Klavens, Researcher
1 June, 2016
Truth # 1Customer Experience is the NewRosetta Stone
…and we need to translate servicedelivery
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Agenda
› Strategy – Deliver great internal andexternal customer experience
› Manage – Understand employeemotivation
› Broker – Deliver the services youremployees want and need
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Agenda
› Strategy – Deliver great internal andexternal customer experience
› Manage – Understand employeemotivation
› Broker – Deliver the services youremployees want and need
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Revenue ImpactOf IncreasingCustomerExperience IndexScore By1 Point
Source: Forrester’s Customer Experience Index Online Survey, US Consumers Q1 2015 Annual incremental revenue per customer**This analysis shows the effect on revenue potential of increasing CX Index scores by one point from the industry average CX score. Curves for individual brands differ from this industrycurve. For brands that don’t have a linear relationship between CX and revenue, the revenue effect of improving CX by one point will vary greatly depending on the CX score that servesas the starting point for this analysis.†Number of customers represents number of customers of a big player in the industry based on inputs that include Forrester’s Consumer Technographics®, Forrester’s analysts, andpublicly available industry data.‡Excluding Apple due to the high difference in price points
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“Every business is a technology business. Whetherit’s taxi cabs or taco delivery, today’s enterprises areurgently figuring out ways to manage the growth ofinformation technology and to turn its disruptivepotential to their advantage”.
http://www.wsj.com/articles/marketplace-section-renamed-business-tech-1424138463
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Not all leaders will embrace digital transformation
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The Customer Obsessed Operating Model
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Agenda
› Strategy – Deliver great internal andexternal customer experience
› Manage – Understand employeemotivation
› Broker – Deliver the services youremployees want and need
Truth #2 –The way people work,and their expectations,are changing
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Where employees work continues to shift
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The Elephant in the RoomService Culture has invaded all parts of the business
Looking for Informationis a major part work
“Highly skilled knowledgeworkers spend 20% of theirtime looking for internalinformation or trackingdown colleagues who canhelp with specific tasks.”
Source: McKinsey Global Institutehttp://www.mckinsey.com/industries/high-tech/our-insights/the-social-economy
…but in knowledge work, they’re not.
To provide great products and service isa choice employees make every day...
Source: https://commons.wikimedia.org/wiki/File:Southwest_524_N398SW_Boeing_737-3H4_SJC.jpg
What is the greatest source of workplacehappiness?
Getting things done.
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A typical work day for most of us…
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Workforce enablement helps employees reach flow
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Agenda
› Strategy – Deliver great internal andexternal customer experience
› Manage – Understand employeemotivation
› Broker – Deliver the services youremployees want and need
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Broker
EcosystemEcosystem
TM(DevOps,
EA)
TM(DevOps,
EA)
WorkforceWorkforce
DemandDemand
SupplySupply
TechnologyManagementTechnology
Management Lineof
Business
Lineof
Business
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ServiceManagement
Incidentproblemchange Workforce
Enablement
Event
FinancialKnowledge
Analytics
Augmentation
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Service Delivery Improvement Model
PainFree
Productive
Personalized
Predictive WorkforceEnablement
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Pain Free- Examine the Journey of requestingand receiving service
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ProductiveProvide searchable content
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Q: When you tried to solve yourtechnology problem which of thefollowing did you use?
Source: Forrester’s BT Devices & Security Workforce Q1 2015
Q: Generally when you are at workand have technology problemswhich of the following is the firstpoint of contact to help solve yourproblem.
1%
2%
42%
56%
Other
External source
Contact companyhelp desk
Try to solveproblem myself
PRODUCTIVE – Enable Self-Help
64%
25%
18%
7%
10%
Knowledge management
IT Service request portal
Internal documentsharing site (e.g.…
IT Service catalog
Other
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PERSONALIZED – offer customization
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PersonalizedMarry Demand and Supply into a Service
Service App Store
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PREDICTIVE– Metrics that matter
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Predictive
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Pain Free
Productive
Personalized
Predictive
Effectiveness
Ease
Emotion
Your Goalis Flow
Delivering thevalue your
customers wantby measuring with
the 3 E’s
Design yourservices for
consumer valuewith the 4 P’s
Strategy Manage Broker