Member Update - Consortium for Service Innovation · Recent DeepDive Calls Presentations, Notes,...

Member Update

June 2013

Agenda •  Recent Discussion Topics

–  Executive Summit: A new economic logic? –  Understanding & Improving the Customer Experience –  Talent Management, Cross Organizational Resources, and People

Profiles •  Opportunities to participate

–  Team meeting, San Jose: Leveraging Support Interactions to Improve the Customer Experience

–  Team meeting, Boston/NY: Maximizing and sustaining KCS through gamification (pending)

–  Annual Member Summit: A Recipe for Innovation •  Membership options and benefits •  Questions & Answers

6/27/13 © 2013 Consortium for Service Innovation www.serviceinnovation.org

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Welcome New Members!

• Since March 2013 – MindTouch – Polycom


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Executive Summit

• What is the next “big thing”? •  The Support Economy by Shoshana Zuboff •  The age of the individual: “the individual is the

unit of measure” •  The history and evolution of capitalism

–  From managerial to distributed capitalism

•  The inversion and the new economic “genome”


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Executive Summit

•  The Support Economy?

–  Delivering highly personalized services (deep support)

–  Through federated networks

–  Where cash flows from those who realize value to those who create it

•  “The new purpose of commerce is to provide the tools, platforms and relationships (digital and human) that enables individuals to live their lives as they choose.” - Shoshana Zuboff


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Market Evolution

Mass Market

Henry Ford’s production line

Market Segments

80’s and 90’s marketing

Personas

CX mapping based on functions/roles

The Individual

The Support Economy deep support


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The Genome of the new Economy

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Invert

Distribute

Support

Reconfigure

Rescue

Bypass

From Shoshana Zuboff 6/27/13 © 2013 Consortium for Service Innovation www.serviceinnovation.org

The Logic of the Old ��Economic Genome

Company Centric

Efficiency

Anonymous Mass Markets

Protect

Economy of Scale

Perspective and Strategy

Operations and Technology

Social Relations


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The Logic of the new�� Economic Genome


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Invert I-Space

Distribute

Support Reconfigure

Rescue

Bypass Perspective and Strategy

Operations and Technology

Social Relations

Vendor Centric View

Vendor C

C

C

C

C

• Customers push issues to the vendors

• Vendor views customer as “consumers” of their product

• Vendors decide who they will collaborate with

• Vendors collaborate to create differentiation


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• Value is co-created (with the customer)

• Vendors collaborate to ensure customer success

• Vendors collectively pay attention to the customer’s needs

• Vendors push relevant information to the customer

• Customer’s buy decision dictates who the vendors will collaborate with

Customer Centric View

Customer

V

V V

V V


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Beyond Customer Centric… Individual Centric View

Individual

V

V V

V V

• Invert

• Bypass

• Rescue

• Distribute

• Reconfigure

• Support


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Recent Team Meeting

• Understanding and Improving the Customer Experience (CX) –  Hosted by Sage in Irvine CA –  Mapping customer experience (Sage)

•  Starbucks vs 7-Eleven •  Fulfilling one’s brand promise

–  Assessing customer effort (Landmark) –  TAC customer experience (Cisco) –  Transitioning from customer support to customer

care (Oracle) –  CX maturity model


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A Generic Customer�� Touch Point Model

BUY Cycle

OWN Cycle

Renew 6

1

Awareness

3

Purchase or Upgrade

2Consideration

4

Usage

5Support

From Esteban Kolsky www.thinkjar.net


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Manage Service Contract

s

Experience Issue

Self Help: Cisco.co

m, Product

Literature

Self Help: Communi

ties, Forums

Create Service Request

Working the

problem

Transfers &

Handoff’s

Escalations/ Re-queue’s

Return Material Authoriz

ation

PRE-SERVICE REQUEST CREATION SERVICE REQUEST CREATION & HANDLING

TOUCHPOINTS

Bingo! Surveys

FEEDBACK

ANALYTICS

CUSTOMER EFFORT & VALUE TO CUSTOMER

Assessing Customer Experience ��(productivity and success)

•  At each touch point –  Value map

• Creation and flow of knowledge or value

–  CX mapping •  Tasks, functions, activities, experiences (+ or -)

–  Identify the brand defining moments •  It’s not all of them, what is most important?

–  Identify the influencers and assess sentiment •  Social network analysis and reputation

–  Measure productivity: create baseline, measure improvement (IUM)


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Customer Experience Maturity Model

• Strategy • Customer understanding • Design • Governance • Culture • Measurement

From Forrester and the book Outside In by Manning and Bodine


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Recent Team Meeting

•  Talent Management –  A comprehensive workforce evolution model (Cisco) –  Creating an adaptive network (Sage) –  Leadership development (National Instruments) –  Cross-organization collaboration and skills

development (Oracle) –  Open Space discussions (see topics and notes on the

wiki)


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Recent DeepDive Calls

Presentations, Notes, and Recorded Calls available on the Wiki

•  Voice of the Customer Program – Jill Brandmeir, Oracle

•  Cisco’s Change Champions– Sharon Pye, Cisco

•  How Customers Engage with Content – Patrick McBride, Oracle

•  Customer Experience Mapping – Charlie Calhoun, Sage

•  Customer Effort Score – Cecelia Estrada, Landmark

•  HP’s One Page Tool (OPT) integrated user interface for support agents – Curtis Gold, HP


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Upcoming Team Meetings��(see the events page)

•  Customer Success Initiative – Leveraging what we know in support to improve the customer experience –  Team Meeting, July 24-26, San Jose, CA at Cisco

•  ConversationStorm: Leveraging KCS – The Evolve Loop –  Online, July 11, 9 am-10:30 am Pacific

•  Should You Read This Book? Give and Take –  Online, July 12, 9-10 am Pacific

•  Maximizing/Sustaining KCS Benefits Over Time –  Team Meeting, Aug 28-30, TBD, Boston or NYC

•  Annual Member Summit –  Sept 25-27, Orlando, FL


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Membership Benefits

•  Program Team Meetings, Annual Member Summit, Annual Executive Summit

•  Executive Briefings: covering emerging trends in customer support

•  Management Workshop for first- and second-line managers –  Customizable, intended to focus on the latest KCS management

practices and performance assessment.

•  Opportunity Assessment –  three-day in-depth review

•  Social Network Analysis, Intelligent Swarming Workshop, Customized Virtual Workshops, and more.


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The KCS Academy

• Congratulations to Salesforce.com and RightAnswers for completing the KCS Verified v5 process for their tools

• Congratulations to the 210 KCS Academy Certified Practitioners

• www.thekcsacademy.net


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Thank you!

• Your continued support enables the work and the community!

• Topics of interest?

• Let us know how we can help

• Email [email protected] for access to the wiki.


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Member Update - Consortium for Service Innovation · Recent DeepDive Calls Presentations, Notes,...

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