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ThetruthaboutMomentso
ofTruth
GeertMartens,practiceleader4CConsulting
p
g
geert.martens@4Cconsulting.com

@geert_martens

http://www.slidesha
are.net/gmartens

http://be.linkedin.com/in/martensgeert

T
Top
mana
agement
com
mmitted

C t
Customer
Experience
designed

Employees
engaged

Processes
designed

Behavioral
principles
defined

Moments of
Truth
understood

KPI
KPIs
measured

T
Topmanagement
t
committed

T
Top
mana
agement
com
mmitted

Customer experience transformation requires a

multi-year journey (no silver bullet).
g customer experience
p
is a p
process,,
Embracing
one that requires fundamental shifts in how
your business behaves and is organized.
Best-in-class senior executive teams:
believe in the differentiating power of
customer experience: investment and no a
cost
sustain the effort for the entire journey:
resources and budget.
set the example with their own behavior
encourage colleagues to observe and
challenge the organization through
customers eyes.
monitor the effects

C t
Customer
Experience
designed

Employees
engaged

Processes
designed

Behavioral
principles
defined

Moments of
Truth
understood

KPI
KPIs
measured

Customer Experience
p
designed

T
Top
mana
agement
com
mmitted

Corporate mission and vision is embedded in

th organization
the
i ti and
dh
has b
been ttranslated
l t d iinto
t
company and brand values
Customer segments have been designed and
selected
Customer experiences have been designed for
each customer segment in terms of emotions
(+ and - = the emotional profile) and are
aligned
li
d with
ith company and
db
brand
d values.
l
The CE is authentic:
"You can fool some of the people all of the
time, and all of the people some of the time,
but you cannot fool all of the people all of the
time." (P.T. Barnum)
time.
Customer experience is an organizational
mindset: It's not something a business
buys, it's something a business becomes.
Designed outside-in (and not inside-out)

C t
Customer
Experience
designed

Employees
engaged

Processes
designed

Behavioral
principles
defined

Moments of
Truth
understood

KPI
KPIs
measured

Behavioral
principles defined

T
Top
mana
agement
com
mmitted

The customer experiences has been made

concrete
t for
f customers
t
and
d employees:
l
behavioral principles have been defined
that are the embodiment of the company
values, the brand values and the emotional
profile.
Behavioral principles:
help employees to consistently deliver the
designed customer experience
Are consistent across customer segments
E.g. JetBlue behavorial principles:
Be in Blue always
Be personal
Be the answer
Be engaging
Be thankful to every customer

C t
Customer
Experience
designed

Employees
engaged

Processes
designed

Behavioral
principles
defined

Moments of
Truth
understood

KPI
KPIs
measured

Employees engaged
Employeesengaged

(Dontopenashopunless
yyouliketosmile ChineseProverb))

T
Top
mana
agement
com
mmitted

You can design and create, and build the most

wonderful
d f l place
l
iin th
the world.
ld B
Butt it ttakes
k
people to make the dream a reality. (Walt
Disney)
You cannot sustain great customer experiences
unless your employees are bought-in to the
experience and are aligned with the effort.
Key focus points:
Recruit the right people = willing and able to
behave according to the behavorial principles
Dont
D t underspend
d
d on training
t i i
Make it easy to do the right thing
Find ways to celebrate: go for sprints that
create tangible value & and celebrate these
accomplishments to motivate teams for the
marathon ahead
Reward the right brand behaviors
Continous focus on change management and
organizational design

C t
Customer
Experience
designed

Employees
engaged

Processes
designed

Behavioral
principles
defined

Moments of
Truth
understood

KPI
KPIs
measured

Moments ofTruth
understood

T
Top
mana
agement
com
mmitted

The customer journey (chain of interactions)

i mapped
is
d from
f
th customers
the
t
perspective
ti
for each stage in the customer lifecycle and for
each key customer segment.
All Moments of Truth are known, understood
and documented (interaction & touchpoint).
The voice of the business is listened to:
All customer knowledge among customerinteraction employees is taken into account.
The voice of the customer drives business:
An external focus is an antidote to internal
politics
Customer
C t
complaints:
l i t every piece
i
off
negative feedback represents an opportunity
for improvement.
Customer feedback is used to uncover
everything that's going right: on the lookout
for hero stories.

C t
Customer
Experience
designed

Employees
engaged

Processes
designed

Behavioral
principles
defined

Moments of
Truth
understood

KPI
KPIs
measured

Processes designed

T
Top
mana
agement
com
mmitted

Objective: reinforce the experience (company

& brand
b d and
d emotional
ti
l profile)
fil ) with
ith every
interaction, not just communications
For each MoT a process is designed and
system support is implemented (operational
excellence) for each key customer segment:
Pro-active & reactive: not just customer
service
Customer-centric: from the customers
perspective
Humanized:
H
i d high
hi h tech
t h & high
hi h touch
t
h
Integrating all touch points
Leveraging organizational alignment:
marketing sales,
marketing,
sales channel,
channel operations,
operations
customer service,
Aligned with contact and channel strategy
for each customer segment

C t
Customer
Experience
designed

Employees
engaged

Processes
designed

Behavioral
principles
defined

Moments of
Truth
understood

KPI
KPIs
measured

KPIs measured

T
Top
mana
agement
com
mmitted

Key traits of best-in-class monitoring &

steering:
t i
The journey towards great customer
experiences is measured on a continuous
basis: pulse checks to create accountability.
CE KPIs are aligned with the way customers
evaluate their experience: know what your
customers find important and know how
customers
t
measure your performance!
f
!
Examples of CE KPIs:
Customer
C t
satisfaction
ti f ti on MoT
M T
Net Promoter Score
Behavioral principles adoption
Employee
E l
engagementt
Employee turn-over
Price elasticity among high-value customers
Customer
C t
complaints
l i t gap
Core values rating

C t
Customer
Experience
designed

Employees
engaged

Processes
designed

Behavioral
principles
defined

Moments of
Truth
understood

KPI
KPIs
measured

Top mgmt
committed
Shift the
demand
curve

Customer
E
Experience
i
designed
Behavioral
principles
defined
Employees
engaged
Moments of
Truth
understood
Processes
designed

KPIs
measured

Reduce costs
Excellent
performance
on MoT

Great
er
Custome
Experiencces
Generate
revenues

Create
competitive
advantage

www.4cconsulting.com

http://www.flickr.com/photos/kallifornia24/40311354/sizes/l/in/photostream/

geert.martens@4
4Cconsulting.com

@geert_martens

http://www.slideshare.net/gmartens

http://be.linkedin.com/in/martensgeert