Customer experience for doing good business. Building a profitable enterprise no longer depends on finding the right product and setting the right price. We live in the age of the customer, who is well informed through the capabilities of the internet. Customer Experience has become an important element in doing good business. Companies will have to reinvent themselves in order to fully understand and serve their customers, employees and partners. Time to get started on building amazing experiences, aided by digital tools.

1. Embrace your
customer, get digital

2. 2014
19/02 Mobilebydesign
Howtodesign,build,runformobilefirst
23/04 R&Hadoop
Theperfectmarriageforyouranalytics?
18/06 Fromprivatecloudtohybridcloud
Howtobenefitfromasuccessfulimplementation
01/10 Prepareforthedigitalenterprise
Businessdrivenenterprisearchitecture
26/11 Multi-devicefront-endengineering
Howbusinessesbenefitfromapplyingthistechnicalskill

3. 2015
25/02 Embraceyourcustomer,getdigital!
Startbuildingamazingcustomerexperiences
22/04 Informationmanagementinthedigitalenterprise:the
longdogleash
OneDataHubtorulethemall
10/06 Applicationdeliverytothenextlevel
WebscaleIT
30/09 Discoveryourenterpriseoutsideyourcompany
APImanagementandintegrationchallenges
2/12 Valuedrivenbusinesstransformationinthedigitalage
Bridgingbusinessarchitectureandportfoliomanagement

4. Embrace your
customer, get digital

5. Kenny Follet
Digital Architect
Program Manager
People Person
Creative Thinker
Strategy Executer
Pragmatic Problem Solver
Opportunity Spotter
Enthusiastic Intrapreneur

6. Tom Devos
Digital Architect
Business Analyst
Customer Experience Architect
Serial Entrepreneur
Motivated Intrapreneur
Innovative Thinker
History Lover
Passionate Writer

7. We live in the age
of the customer

8. Customer Engagement Platform
Customer Oriented Applications
EnterpriseBackoffice
Platform
Channels & Media
Customer Journey Information
Customer Oriented Services
Channel Interactions
Customer
Engagement
Publish data
Enterprise
Applications
Marketing
Sales
Contracts
Management Reporting
Security
Portals & Apps Contact Center
EnterpriseIntegration
Customers
Employees
Products & Services
Communities
Partner Integration
Partner Platforms
Partners
Authentication
Pers. DigitalSharing Pers. Assistance
Non-RepudiationAuditingAuthorization
Data Capture
Analytics
Strategy &
Policies
Measurement
Customer
Application Layer
Customer
Interaction Layer
Personalisation
Data Layer
Customer Services
Layer
Enterprise
Service Layer
Enterprise
Integration Layer
Security Layer
Partner
Integration Layer
Cross Channel
Engagement Layer
Our future digital enterprise

9. Our future digital enterprise

10. Forrester defines the age of the customer as a 20-year business cycle
in which the most successful enterprises will reinvent themselves
to systematically understand and serve increasingly powerful customers

11. disruption
something that changes your plans or
interrupts some event or process.

12. Mature Customer Experience Organizations Excel at 6 Disciplines
Customer
understanding
Strategy
Design
Governance
Culture
Measurement

13. Engineer your digital
engagement platform
Customer Understanding
Start from the Customer Journey
Strategy
Identify True Customer Value
Design
The Customer Experience
Culture & Governance
Implement customer
solutions & processes
Measure
Optimize Outcomes

15. Engineer your digital
engagement platform
Customer Understanding
Start from the Customer Journey
Strategy
Identify True Customer Value
Design
The Customer Experience
Culture & Governance
Implement customer
solutions & processes
Measure
Optimize Outcomes

16. Baby Steps towards Customer Understanding
Do a customer interview!
Mine calls, emails, social media!
Ask your employees!
Have a fieldtrip!

17. a fresh look at customer segments

18. a fresh look at customer segments
pick one

20. Geert
DE VAKMAN
Ondernemer
Digitaal
Ondernemingsgrootte
Groeifocus
Diensten Producten
Noden… Gedrag…
• “Mensen moeten mij gemakkelijk vinden”
• “Ik wil alleen nog de goede klanten hebben”
• “Ik hoef niet de grootste te zijn, meer winst door slimmer te
werken”
• “Ik wil gekend zijn in de buurt”
• “Ik heb geen tijd om aan die website te prutsen”
• “Lap, mijn computer is weer kapot”
• “Ik heb geen tijd om al mijn offertes gemaakt te krijgen”
• “E-commerce en van die dingen, dat is niets voor mij, ik heb
geen producten”.
• “Ik zou eens mijn realisaties op mijn website moeten
bijwerken”
• “Focus op mijn klanten, marketing komt later”
• “Ja, ik bezorg je die offerte zo snel mogelijk”
• “Kan je mij eens helpen hoe ik mijn skype moet
installeren?”

21. Saartje
DE NIEUWE
GENERATIE
ONDERNEMER
Ondernemer
Digitaal
Ondernemingsgrootte
Groeifocus
Diensten Producten
Noden… Gedrag…
• “Hoe kan ik met een zo efficiënt mogelijke inzet, zo veel
mogelijk potentiële klanten bereiken?”
• “Welke tools kan ik gebruiken om mijn zaak te versterken?”
• “Hoe kan ik mijn klantenbeleving zo hoog mogelijk krijgen
om trouwe klanten te kweken?”
• “Hoe kan ik mezelf verbeteren, heruitvinden, om waarde te
geven voor mijn klanten?”
• “Hoe kan ik een gezonde zaak uitbouwen, met een stabiele
groei, zonder meteen de grootste te willen zijn?”
• “Welke partners moet ik gebruiken om me te ondersteunen
in mijn digitale uitdaging?”
• “Hoe kan ik mijn producten zo goed mogelijk aan de man
brengen, ook online, en hoe moet ik me daar rond
organiseren?”
• “Waar moet ik op focussen?”
• “Ik krijg niet alles gedaan wat ik wil doen…”
• “Een mooie website, da’s goud waard”
• “Facebook en LinkedIn, dat heb ik wel onder de knie, met
regelmaat een originele update, dat marcheert”
• “Klanten zullen het je vertellen, maar als ze bij ons
buitenkomen, is dat met een goed en voldaan gevoel, ze
komen graag terug”.
• “Ik probeer graag iets nieuws, met mensen, evenementen
of beurzen of markten, maakt niet uit, en als en passant
mijn zaak er mee geholpen is, zoveel te beter”
• “Ik ben wel met veel tegelijk bezig, maar het lukt toch maar
weer hé.”

22. Saartje
DE NIEUWE
GENERATIE
ONDERNEMER
Ondernemer
Digitaal
Ondernemingsgrootte
Groeifocus
Diensten Producten
Noden… Gedrag…
• “Hoe kan ik met een zo efficiënt mogelijke inzet, zo veel
mogelijk potentiële klanten bereiken?”
• “Welke tools kan ik gebruiken om mijn zaak te versterken?”
• “Hoe kan ik mijn klantenbeleving zo hoog mogelijk krijgen
om trouwe klanten te kweken?”
• “Hoe kan ik mezelf verbeteren, heruitvinden, om waarde te
geven voor mijn klanten?”
• “Hoe kan ik een gezonde zaak uitbouwen, met een stabiele
groei, zonder meteen de grootste te willen zijn?”
• “Welke partners moet ik gebruiken om me te ondersteunen
in mijn digitale uitdaging?”
• “Hoe kan ik mijn producten zo goed mogelijk aan de man
brengen, ook online, en hoe moet ik me daar rond
organiseren?”
• “Waar moet ik op focussen?”
• “Ik krijg niet alles gedaan wat ik wil doen…”
• “Een mooie website, da’s goud waard”
• “Facebook en LinkedIn, dat heb ik wel onder de knie, met
regelmaat een originele update, dat marcheert”
• “Klanten zullen het je vertellen, maar als ze bij ons
buitenkomen, is dat met een goed en voldaan gevoel, ze
komen graag terug”.
• “Ik probeer graag iets nieuws, met mensen, evenementen
of beurzen of markten, maakt niet uit, en als en passant
mijn zaak er mee geholpen is, zoveel te beter”
• “Ik ben wel met veel tegelijk bezig, maar het lukt toch maar
weer hé.”
build persona’s

23. BusinessCards●Website●Voicemail●Email●Facebook●Twitter●LinkedIn●MailSig
natures●CustomerServicedesk●Youtube●Products●Software●Packaging●Invoic
es●Offers●InstructionManual●Documentation●FAQ●KnowledgeBase●Magazin
es●Banners●PostalCards●CallCenter●Stamps●Receipts●CompanyName●Custo
merFocusGroups●NetworkEvents●LoyaltyCards●Autoresponders●TradeShow●
Articles●SalesPeople●Blogs●EmailSubjects●TelevisionShows●ShoppingBags●D
eliveryGuy●CharityDonations●Books●Photos●Webinars●LogoOnTheBackOfYou
rAECar●Orders●BackOfficeCoworder●PaymentReminders●ApplicationStartupsc
reen●Google+●Code●APIDocumentation●404PageNotFound●Pinterest●●●
How does your customer contact you?

24. BusinessCards●Website●Voicemail●Email●Facebook●Twitter●LinkedIn●MailSig
natures●CustomerServicedesk●Youtube●Products●Software●Packaging●Invoic
es●Offers●InstructionManual●Documentation●FAQ●KnowledgeBase●Magazin
es●Banners●PostalCards●CallCenter●Stamps●Receipts●CompanyName●Custo
merFocusGroups●NetworkEvents●LoyaltyCards●Autoresponders●TradeShow●
Articles●SalesPeople●Blogs●EmailSubjects●TelevisionShows●ShoppingBags●D
eliveryGuy●CharityDonations●Books●Photos●Webinars●LogoOnTheBackOfYou
rAECar●Orders●BackOfficeCoworder●PaymentReminders●ApplicationStartupsc
reen●Google+●Code●APIDocumentation●404PageNotFound●Pinterest●●●
How does your customer contact you?
Identify touchpoints

25. Map out your Customer Journey…

27. Map out your Customer Journey…

29. every journey has a purpose
1. Find & Fix
2. Envision Future Customer Experiences
3. Communication map for Employee Awareness
4. Making a Business Case for Change additional to ROI
“it helps the decision makers to empathize”
5. Identify where we should be Listening to our Customers
6. Align your Leadership & Organisation
on key-interactions and processes

30. Recommendations
• Build Voice of the Customer (VoC) programs to systematically listen and
interpret customer feedback, then act on that feedback and monitor results
• Conduct field research with young consumers to understand their lifestyles
and needs. Use techniques like interviews, journal studies, and ethnography.
• Build personas that enable the organization to share a common
understanding of the important attributes, motivations and needs of target
customers
• Create customer journey maps for those personas to develop a deep
understanding of their interactions with your organization
30

31. [gettingstarted]
31

32. Engineer your digital
engagement platform
Customer Understanding
Start from the Customer Journey
Strategy
Identify True Customer Value
Design
The Customer Experience
Culture & Governance
Implement customer
solutions & processes
Measure
Optimize Outcomes

34. Customer Experience
& Strategy?

35. Customer Experience
≠ Strategy

36. What is true customer value?
“People don’t want a quarter-inch drill,
they want a quarter-inch hole.”
Theodore Levitt, 1960s

37. Meer motivatie door
eenvoudig uitvoerbare
tips
Goed persoonlijk opstart
gesprek om doelstellingen
en context te bepalen
Veel algemene info,
maar niet op maat en
moeilijk vol te houden
Health coaching
App geeft dagelijks 1
realistische tip, info of
aanmoediging Vermageren om te
kunnen fietsen met
kleinkinderen
Securex Health Coaching Initiative
Vermageren

39. Align your customer experience strategy
with your company strategy!

40. Recommendations
•Creating a good customer experience is not a strategy
• Look for specific ways to create value for your customer
• Look for specific ways to make things
easy and enjoyable for your customer
• Align this with who you are: your brand promise, your
differentiators, your playing field
• Check how you can capture value for your organisation
• Make sure you really step into your customer’s shoes
• Really take an outside in look

41. Your customers are not you.
They don’t look like you,
They don’t think like you,
They don’t do the things that you do,
They don’t have your expectations or assumptions.
If they did,
They wouldn’t be your customers;
They would be your competitors.
Mike Kuniavsky
@ InspireUX

42. [gettingstarted]

43. Engineer your digital
engagement platform
Customer Understanding
Start from the Customer Journey
Strategy
Identify True Customer Value
Design
The Customer Experience
Culture & Governance
Implement customer
solutions & processes
Measure
Optimize Outcomes

45. envisioning the future entrepreneur

46. testing our prototype, with not a single line of code

47. off course, style matters…

48. but the business needs to change as well…

49. minimum lovable experience vs. long term vision
act Need Help - GTM
SupportWebserviceSupportDeskSolutionSME
I need help I got help
Show Service Request
Form
Fill-In & SaveService
Request
Follow-up Request &
Contact SME
Is the problem solved?
Close Service Request
Save Service Request &
Send Confirmation to SME
with Service Request ID
Show Infomovie
Was this sufficient?
Joined Action [No]
[Yes]
[No]
[Yes]
act Need Help - To Be
SupportToolSupportDeskKnowledgeBaseSolutionSME
I need help
Search for help in my
current screen
Redirect to Knowledge
Base
Show related topics for the
current screen
Whas this Topic
Relevant?Navigate & Read Through
Topics
Log succesful support
action via Knowledge Base
I got help
Redirect to Customer
Support Page
Display New Ticket Request
Create Service Request
Log Service Request
Follow-up Request &
Contact SME
Is the problem solved?
Close Service Request
[Yes]
[No]
[No]
[Yes]

50. this is where you want to end up, remember…
Customer Engagement Platform
Customer Oriented Applications
EnterpriseBackoffice
Platform
Channels & Media
Customer Journey Information
Customer Oriented Services
Channel Interactions
Customer
Engagement
Publish data
Enterprise
Applications
Marketing
Sales
Contracts
Management Reporting
Security
Portals & Apps Contact Center
EnterpriseIntegration
Customers
Employees
Products & Services
Communities
Partner Integration
Partner Platforms
Partners
Authentication
Pers. DigitalSharing Pers. Assistance
Non-RepudiationAuditingAuthorization
Data Capture
Analytics
Strategy &
Policies
Measurement
Customer
Application Layer
Customer
Interaction Layer
Personalisation
Data Layer
Customer Services
Layer
Enterprise
Service Layer
Enterprise
Integration Layer
Security Layer
Partner
Integration Layer
Cross Channel
Engagement Layer

51. recommendations
•Focus on User Experience when building a new solution
• Customer Interviews & Co-Creation
• Rapid testing with Mockups & Prototypes
• Styling is an underestimated role
•Don’t try to build Rome in a day,
but envision where you want to end up
• Envision the future
• Build minimum lovable experiences
• Repeat & Pivot

52. [gettingstarted]

53. Engineer your digital
engagement platform
Customer Understanding
Start from the Customer Journey
Strategy
Identify True Customer Value
Design
The Customer Experience
Culture & Governance
Implement customer
solutions & processes
Measure
Optimize Outcomes

54. C
make customer thinking part of your DNA
You can start
with small
climate changes

55. KPI:
Lead time from signing of contract to first customer visit
KPI:
Lead time from reception of
signed contract to customer active
in administration
process owners watch over the process
Contract to client Deliver services
Year 1: commercial Every year
Contact to contract
Year 1: initial setup
Internal
view
Customer
view
KPI:
Lead time from signing of contract to early first contact
Customer
value perception
Improve process
efficiency
Improve
customer
experience
process owners watch over the customer’s value perception

56. customer facing
= customer
empowered?
Create customer
engaged teams

57. Value co-creation
• Customers are part of your value chain, use them!
• Eg: Securex and Volvo engineered a new product for the employees of Volvo
(“Customers” of your customers)

58. Recommendations
• A change of culture can start with small climate changes
• Trigger a person that already looks beyond typical organisational
boundaries to also take the customer’s viewpoint
• Empower a customer facing person or team to create true customer
engagement
• Pitch a product idea with a customer and start a co-creation initiative
• Who in your organisation already has the customer top of mind?
• Where in your organisation can you implement customer thinking
with small baby steps?

59. Engineer your digital
engagement platform
Customer Understanding
Start from the Customer Journey
Strategy
Identify True Customer Value
Design
The Customer Experience
Culture & Governance
Implement customer
solutions & processes
Measure
Optimize Outcomes

60. CX measurements helps answer three key questions
1. How good is our customer experience?
2. What do we need to do to improve CX quality?
3. How are we benefiting from our efforts?

61. CX measurements helps answer three key questions
1. How good is our customer experience?
2. What do we need to do to improve CX quality?
3. How are we benefiting from our efforts?

62. Perception of experiences exists on different levels
Source: Forrester: January 2013 “Executive Q&A: Customer Experience Measurement” report
62

63. Customer Experience Pyramid

64. Customer Experience Index
CXi = %Promoters %Detractors-=

65. [gettingstarted]

66. CX measurements helps answer three key questions
1. How good is our customer experience?
2. What do we need to do to improve CX quality?
3. How are we benefiting from our efforts?

68. CX measurements helps answer three key questions
1. How good is our customer experience?
2. What do we need to do to improve CX quality?
3. How are we benefiting from our efforts?

69. [gettingstarted]

70. my blog, tomdevos.be

71. get digitalthink customer,