CIO's of today and tomorrow need to connect directly to the customer journey if they want to avoid being commoditised by the consumerisation and commercialisation of IT. This presentation was given during the 2010 CIO Day in the Netherlands (www.cioday.nl) and was a call to action for the audience to choose where they will be positioned in the future: supporting, inspiring or leading the customer journey.

1. CIO Day 2010: C²IO; most CredibleChief! Chris Parker: SVP & CIO, LeasePlan Corporation 16 November 2010: Noordwijkerhout, the Netherlands

2. Introduction for people who weren’t at the presentation: The theme of the 2010 CIO Day (www.cioday.nl) was about credibility. The premise of this presentation is that the commercialisation and commoditisation of IT are pushing the CIO towards commoditisation. Connecting to the customer journey is a way for the CIO to enhance his or her credibility. After presenting different views on the customer journey and giving practical suggestions for the audience to action immediately, they were confronted with having to choose – are they going to support, inspire or lead the customer journey. All of the participants were invited to go to a corner of the room representing these three choices, and we engaged in a moderated dialogue. This presentation is available for download from: http://www.slideshare.net/ChrisParker1/cio-day-2010-excellent-isnt-good-enough-anymore

3. Develop robust strategy Identify business benefits Provide expert advice Develop architecture Policy, Compliance & Risk Manage change programmes Collaborate with business Prepare & manage plans and budget Match demand with supply Manage & develop resources Manage external consultants Develop applications/solutions Monitor IT systems performance Develop quality strategy We demand excellence from our service providers: Source: CIO profiles provided by Harvey Nash

4. Consumerisation + Commercialisation = Commoditisation

6. “Increasingly, technology is going to matter more in the economic offering. The CIO has a huge responsibility to contribute to that.” Joe Pine, co-author of Experience Economy and Authenticity

7. User Experience Customer Relationship Operational Excellence Customer Experience Customer Service Experience Economy

8. Position Yourself or be Positioned Provide excellent service to your internal customers Proactively advise on experience improvements Own the opportunity of introducing new customer experiences

11. Delivering the User Experience  Ensure UX is part of development efforts  Have a game designer analyse how UX can improve your user’s productivity  Go and physically use the systems you provide your customers  Use and understand the latest consumer fads  Develop user experience guidelines & policies  Have your sites reviewed for UX improvements  Build and manage the UX design team  Manage your company’s e-commerce products  Become your company’s User Experience Evangelist

15. Start a ‘bring your own equipment’ pilot in your company Hire a marketing firm to help you ‘sell’ IT operations & projects internally  Adopt ‘people as the perimeter’ security philosophy  Advise on customer facing process improvements  Develop smart games for service training  Introduce chat functionality for service interaction  Manage the mystery shopper activity for your company  Manage a social networking response team  Become your company’s Customer Service Director

20. Provide a lifetime customer value framework Manage your loyalty/rewards programme to drive customer behaviour  Develop a product which is using CRM information to customise services  Become your company’s VP of Social Strategy

29. Investigate ‘process utility’ opportunities with a competitor Develop a mass customisable product & bring it to market  Become your company’s VP of Productivity Improvement

35. Conduct emotional experience analysis with heart beat monitors Become your company’s Chief Experience Technologist

40. User Experience Customer Relationship Operational Excellence Customer Experience Customer Service Experience Economy

41. Experiences to AVOID! Don’t move into the experience space without thinking, and causing damage to your brand and culture. Don’t focus too much on ‘wowing’ customers. Your experience may lack authenticity – it must be real! Don’t bring UX in as a (last) step in the process. Don’t get stuck in ‘cost to serve’ model which tells you what you can’t do – focus on what you believe you should do! Don’t hesitate moving into experiences because your management colleagues don’t get it – they will!

42. Consumerisation + Commercialisation + Customer = Credibility!

43. Now it’s time to choose! Provide excellent service to your internal customers Proactively advise on experience improvements Own the opportunity of introducing new customer experiences

45. Special thanks to the people who enabled this experience: Joe Pine from Strategic Horizons, co-author of Experience Economy and Authenticity Albert Boswijk from The European Centre for the Experience Economy, author of Experience Economy – A New Perspective Ted Schadler from Forrester Research, co-author of Empowered – Unleash Your Employees, Energize Your Customers, Transform Your Business Harry Arends from Forrester Research Steven Walden from Beyond Philosophy, co-author of Customer Experience – Future Trends & Insights Robert-Jan Hagens & Olaf Acker from Booz & Company Roland Steenvoorde from Harvey Nash Laetitia Chesneau, Bill Below & Stéphane Munier from Aastroem Munier BBN Rob Beijleveld, Jorick van der Vlies, Valerie Nuyten & Hotze Zijlstra and the CIO Day team from ICT Media

46. Want to experience more? The Experience Economy: Work Is Theatre & Every Business A Stage;Pine & Gilmore (1999) Authenticity: What Consumers Really Want;Pine & Gilmore (2007) The Experience Economy: A New Perspective;Boswijk, Thijssen & Peelen (2007) Empowered – Unleash Your Employees, Engergize Your Customers, Transform Your Business;Bernoff & Schadler (2010) Customer Experience: Future Trends & Insights;Shaw, Dibeehi & Walden, (2010) The DNA of Customer Experience: How Emotions Drive Value & Destroy Value;Shaw (2007) Revolutionize Your Customer Experience;Shaw (2005) Customer Experience Management: A revolutionary approach to connecting with your customers;Schmitt (2003) Customer Experience Strategy: The Complete Guide From Innovation to Execution;Arussy (2010) Strategic Customer Service;Goodman (2009) Service is Front Stage: Positioning services for value advantage;Teboul (2006) Operational Excellence: Using Lean Six Sigma to Translate Customer Value through Global Supply Chains;Martin (2008) Effective UI: The Art of Building Great User Experience in Software:Andersen , McRee & Wilson (2010)

47. Want to experience even more? www.strategichorizons.com www.ted.com/talks/joseph_pine_on_what_consumers_want.html www.experience-economy.com www.booz.com/global/home/what_we_do/services/operations www.beyondphilosophy.com www.aastroem-munier-bbn.com/thinkmobile.html www.jeffbullas.com www.mashable.com www.customerthink.com www.effectiveui.com www.shopperculture.com www.youtube.com/watch?v=u6XAPnuFjJc&feature=youtube_gdata www.slideshare.net/sjbrinker/the-case-for-a-chief-marketing-technologist

48. Want to experience still more? http://www.forrester.com/marketing-research/customer-experience Welcome To The Empowered Era; 1 Nov 2010 How To Prepare For The Era Of Experience; 18 Oct 2010 What Is The Right Customer Experience Strategy?; 28 Sep 2010 Selecting Online Customer Service Channels To Satisfy Customers And Reduce Costs; 25 Jun 2010 Customer Experience Executives’ Top Priorities For 2010; 23 Jun 2010 How To Create A Social Customer Service Strategy; 10 May 2010 Three Secrets Of Success For Customer Experience Organizations; 29 Apr 2010 The State Of Customer Experience, 2010; 19 Feb 2010 Lean Thinking: Mining The End User Experience; 19 Jan 2010 Best Practices: Five Strategies For Customer Service Social Media Excellence; 14 Aug 2009

49. Experience concepts according to Wikipedia User eXperience (UX) is about how a person feels about using a system. User experience highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction (HCI) and product ownership, but it also covers a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system. Customer service is the provision of service to customers before, during and after a purchase. Customer service is a series of activities designed to enhance the level of customer satisfaction – that is, the feeling that a product or service has met the customer expectation. Customer relationship management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. Operational Excellence is a philosophy of leadership, teamwork and problem solving resulting in continuous improvement throughout the organization by focusing on the needs of the customer, empowering employees, and optimizing existing activities in the process . Customer experience is the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier. From awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. It can also be used to mean an individual experience over one transaction; the distinction is usually clear in context. The term Experience Economy was first described in a book published in 1999 by B. Joseph Pine II and James H. Gilmore, titled "The Experience Economy". In it they described the experience economy as the next economy following the agrarian economy, the industrial economy, and the most recent service economy.