Customer Experience Management Models by Operational Excellence Consulting

1. © Operational Excellence Consulting. All rights reserved. This presentation is a collection of PowerPoint diagrams and templates used to convey 30 different Customer Experience Management models and frameworks. Customer Experience Management Models Diagrams and Templates of Customer Experience Management Models and Frameworks

2. © Operational Excellence Consulting. All rights reserved. 2 Contents 1. Five Phases of Design Thinking 2. Business Model Canvas 3. Customer Journey Mapping 4. Empathy Map 5. Point of View (POV) 6. Four Moments of Truth 7. Net Promoter Score (NPS) 8. 6P’s of Marketing Mix 9. Keller’s Customer-Based Brand Equity Model 10. Kano Model 11. Kaufman’s Six Levels of Customer Service 12. Ladder of Loyalty 13. Apostle Model (Satisfaction-Loyalty Matrix) 14. Importance-Performance Matrix 15. Profitability-Loyalty Matrix 16. Opportunity Map 17. Context Map 18. Prioritization Map 19. RATER Model 20. SERVQUAL Model 21. Five Steps of Service Recovery 22. The International Standard for Service Excellence (TISSE2012) 23. Xerox Benchmarking Model 24. Root Cause Analysis 25. ADKAR Model 26. Kotter’s Eight Phases of Change 27. McKinsey’s 7S Framework 28. COPC-2000 29. Baldrige Excellence Model 30. EFQM Excellence Model NOTE: This is a PARTIAL PREVIEW. To download the complete presentation, please visit: http://www.oeconsulting.com.sg

3. © Operational Excellence Consulting. All rights reserved. 3 Design thinking is a human-centered, creative problem-solving process of discovery, ideation and experimentation Learn about the audience for whom you are designing, by observation and interview. Who is my user? What matters to this person? Create a point of view that is based on user needs and insights. What are their needs? Brainstorm and come up with as many creative solutions as possible. Wild ideas encouraged! Build a representation of one or more of your ideas to show to others. How can I show my idea? Remember: A prototype is just a rough draft! Share your prototyped idea with your original user for feedback. What worked? What didn’t? Empathize Define Ideate Prototype Test Five Phases of Design Thinking Source: Stanford Design School

4. © Operational Excellence Consulting. All rights reserved. 4 The Business Model Canvas consists of nine generic building blocks Business Model Canvas Key Partners Key Activities Value Proposition Customer Relationships Customer Segments Key Resources Channels Cost Structure Revenue Streams What are our Key Partners? Who are our Key Suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform? What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? What do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying? What type of relationships does each of our Customer Segment expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they? For whom are we creating value? Who are our most important customers? What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams? Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones worked best? Which ones are most cost- efficient? How are we integrating them with customer routines? What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive? For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues? Source: www.businessmodelgeneration.com

5. © Operational Excellence Consulting. All rights reserved. 5 Customer Actions Activity Phase Touchpoints Thinking Feeling Backend Processes Look at café surroundings Entrance / Posters Am I entering the right place? Walk around the cafe Café space Can I find seats? Queue at the counter to be served Counter / Price display How much does it costs? Payment process Seated at the table Seat Ah…  Clearing the tables Wait at the counter Counter How long do I have to wait? Brew the coffee + - Enter Starbucks Find Seat Buy Coffee Wait for Coffee Drink Coffee Customer Journey Mapping is a method of documenting and visualizing the experiences the customers have with your organization with the intention of improving these interactions Customer Journey Mapping – An Example

6. © Operational Excellence Consulting. All rights reserved. 6 An Empathy Map is a tool to help you synthesize your observations about your customer segment and draw out unexpected insights Empathy Map What does the person THINK & FEEL? Custome r What really counts Major preoccupations Worries and aspirations What does the person HEAR? What friends say What boss says What influencers say What does the person SEE? Environment Friends What the market offers What does the person SAY & DO? Attitude in public Appearance Behavior towards others PAIN Fears Frustrations Obstacles GAIN Wants/Needs Measures of success Prestige Source: Adapted from Xplane

7. © Operational Excellence Consulting. All rights reserved. 7 A Point of View (POV) helps to reframe a design challenge into an actionable problem statement that will launch the design team into generative ideation Point of View (POV) _______ needs to ________ because _______ [user] [user’s need] [insight]

8. © Operational Excellence Consulting. All rights reserved. 8 The Four Moments of Truth depict the various impressions that a customer forms or changes at the moment of contact or interaction with a brand, product or service DESCRIPTION Zero Moment of Truth • This is when prospects or users recognize a need and go online to gather information regarding a brand, product or service. First Moment of Truth • This represents the moment when prospects are confronted with the product/service and related alternatives in-store or in real life. This is considered to be the decision point to purchase a specific brand, product or service. Second Moment of Truth • This moment happens after the customer has bought and experienced the quality of the brand, product or service. A positive experience will help to build a relationship between the customer and the brand or firm. Third Moment of Truth • This refers to consumers feedback or reaction towards a brand, product or service, i.e. consumer becomes brand advocate and gives back via word of mouth or social media publishing. Moments of Truth

9. © Operational Excellence Consulting. All rights reserved. 9 Net Promoter Score (NPS) is a customer loyalty metric that can be used to gauge the loyalty of a firm’s customer relationships Net Promoter Score Source: Fred Reichheld NPS (Net Promoter Score) Promoters (%) (9s and 10s) Detractors (%) (0 through 6s)= − 1 2 3 4 5 6 7 8 9 10 5 = Neutral 10 = Extremely likely 0 0 = Not at all likely How likely is it that you would recommend us to a friend?

10. © Operational Excellence Consulting. All rights reserved. 10 The Expanded Marketing Mix incorporates two additional factors – ‘People’ and ‘Processes’ – to enhance Customer Service 6P’s of Marketing Price PeopleProcesses Place Promotion Product Customer Service Source: Christopher, Payne and Ballantyne

11. © Operational Excellence Consulting. All rights reserved. 11 Keller's Brand Equity model highlights four steps that organizations can follow to build and manage a brand that customers will support Source: Kevin Lane Keller Keller’s Customer-Based Brand Equity Model 4. Relationships What About You & Me? 3. Response What About You? 2. Meaning What Are You? 1. Identity Who Are You? Resonance Judgments Feelings Performance Imagery Salience

12. © Operational Excellence Consulting. All rights reserved. 12 The Kano Model can help any team or organization get a better understanding of Customer Requirements and their impact on Customer Satisfaction Kano Model Source: Noriaki Kano Satisfaction Requirement Unfulfilled Requirement Fulfilled Dissatisfaction Performance (Satisfier) Delighters Basic (Dissatisfier)

13. © Operational Excellence Consulting. All rights reserved. 13 Kaufman’s Six Levels of Customer Service maps out a stairway for service providers to sustain high service standards Level 6 – Unbelievable Level 5 – Surprising Level 4 – Desired Level 3 – Expected Level 2 – Basic Level 1 – Criminal Kaufman’s Six Levels of Customer Service Source: Ron Kaufman, ‘Up Your Service!’

14. © Operational Excellence Consulting. All rights reserved. 14 The Ladder of Loyalty is a relationship marketing concept that sees customers gradually moving up through relationship levels Source: Christopher, Payne & Ballantyne Ladder of Loyalty Partner: Someone who has the relationship of partner with you. Purchaser Client Prospect Advocate Partner Supporter Client: Someone who has done business with you on a repeat basis but may be negative, or at best neutral, towards your organization. Advocate: Someone who actively recommends you to others, who does marketing for you. Supporter: Someone who likes your organization, but only supports you passively. Purchaser: Someone who has done business just once with your organization. Prospect: Someone whom you believe may be persuaded to do business with you.

15. © Operational Excellence Consulting. All rights reserved. 15 The Apostle Model illustrates four types of relationships between companies and their customers Apostle Model Loyalty Satisfaction Defectors Hostages LoyalistsMercenaries Apostles Terrorists Source: Jones & Sasser, Harvard Business Review, 1995

16. © Operational Excellence Consulting. All rights reserved. 16 The Importance-Performance Matrix facilitates the organization to focus efforts on improving service attributes that are important to customers Importance-Performance Matrix Performance Importance Quadrant III Lower Priority Quadrant IV Reduce Emphasis Quadrant II Maintain Performance Quadrant I Focus Here Low Low High High

17. © Operational Excellence Consulting. All rights reserved. 17 The Opportunity Map helps to identify saturation of competitors or areas of opportunities Opportunity Map Opportunity Map of Nail Salons in LA Retail Exclusive Salon A Salon B Salon C Salon D Salon H Salon I Salon E Salon F Salon G Area of opportunity Mass Home-based ILLUSTRATIVE

18. © Operational Excellence Consulting. All rights reserved. 18 The Context Map is a tool and document to represent complex factors affecting the organization or the design of the product or service Context Map ILLUSTRATIVE Target users / User needs Technology factors Business factors Trends Uncertainties Other questions? Context Map of Motion Sensor that detects when an elderly falls  Elderly, aged 65 and above  Living alone at home  Needs immediate attention or help if a fall happens  Children or elderly wants to be notified immediately  Existing technology of motion related sensors  To connect remotely via app related devices  No current competitors  Aging society  Rise in affluent silver generation  Increase in one-person living household  Adoption rate of the elderly  Modification of house required?  Execution of the service  Any support from government and social enterprises, e.g. subsidy

19. © Operational Excellence Consulting. All rights reserved. 19 A prioritization map allows you to map your ideas based on the ease of implementation against level of benefit to users Prioritization Map ILLUSTRATIVE High Benefit Difficult to Implement More comfy seats Easy to Implement Low Benefit Improve Restaurant’s Customer Experience Service training for all staff New sound system New payment system iPad ordering system Drones serving food CRM system Do it now! Parking lot Discard

20. © Operational Excellence Consulting. All rights reserved. 20 The RATER model allows customer service experiences to be explored and assessed quantitatively Source: “SERVQUAL” by Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry DESCRIPTION  The ability to perform the promised service dependably and accurately  The knowledge and courtesy of employees and their ability to convey trust and confidence  The appearance of physical facilities, equipment, personnel and communication materials  The provision of caring, individualized attention to customers  The willingness to help customers and to provide prompt service Reliability Assurance Tangibles Empathy Responsiveness RATER Model

21. © Operational Excellence Consulting. All rights reserved. 21 The SERVQUAL Model can be used to perform a service quality gap analysis for a service provider Word of mouth Communication Past ExperiencePersonal Needs Expected Service Service Quality Specifications Service delivery Perceived Service Management Perception of Customer Expectations External communication to Customers Customer Service Provider GAP 3 GAP 2 GAP 5 GAP 4 GAP 1 SERVQUAL Model Source: “SERVQUAL” by Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry

22. © Operational Excellence Consulting. All rights reserved. 22 The five-step service recovery process provides a simple approach to solve a problem and restore customer’s confidence 5 A’s of Service Recovery Acknowledge Apologize Accept Adjust Assure

23. © Operational Excellence Consulting. All rights reserved. 23 The International Standard for Service Excellence (TISSE2012) model distinguishes the 5 main factors of customer service excellence which directly impact and determine customer satisfaction 5P’s Service Quality Model Source: TICSI (The International Customer Service Institute) POLICIES PRODUCTS PREMISES PROCESSES PEOPLE QUALITY VALUE BRAND AVAILABILITY AWARENESS TECHNICAL SKILL TEAMWORK BEHAVIORAL SKILLS DEFINED COMMUNICATED IMPLEMENTED MEASURED REFINED ACCESSIBLE USABLE INTERESTING SERVICED ATTRACTORS RETAINERS CUSTOMER SATISFACTION PERFORMANCE MEASUREMENT © Philip Forest

25. © Operational Excellence Consulting. All rights reserved. 25 About Operational Excellence Consulting • Operational Excellence Consulting is a management training and consulting firm that assists organizations in improving business performance and effectiveness. • The firm’s mission is to create business value for organizations through innovative operational excellence management training and consulting solutions. • OEC takes a unique “beyond the tools” approach to enable clients develop internal capabilities and cultural transformation to achieve sustainable world-class excellence and competitive advantage. For more information, please visit www.oeconsulting.com.sg

Customer Experience Management Models by Operational Excellence Consulting

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Customer Experience Management Models by Operational Excellence Consulting