A clear unifying experience vision is essential for a successful customer experience strategy. Organisations that go without risk wasting money on unaligned initiatives, not understanding the root cause of their issues and delivering an inconsistent customer experience. A vision tells a story – it is the collective voice of the employees, organisation, and customer. It articulates the strategy for both the organisation and the end experience as a vision on a page – a clear, concise reminder of where we are going and why we are going there. Aine will be talking about why organisations need an experience vision, the value it delivers, and what it needs to contain to be an effective tool throughout project delivery.

1. CX Australia – 6th May 2013
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An experience vision

2. What is it?
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3. How many pages?
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4. Imagine carrying this home
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5. How long will it take to read?
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6. Copyright © CX Consulting Pty Ltd 2013

7. of companies have a
well-developed
customer experience
strategy
26% 93%
of respondents ranked
customer experience as
one of the top
strategic priorities for
their organisation
Source: eConsultancy customer experience report, Forester, state of customer experience 2012
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8. @aineom
@cxconsulting
Aine.omahony@cxconsulting.com.au
www.cxco.com
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9. Reduce costs and time
Reduce siloed thinking
Reduce duplication and effort
Leverage existing data, IP, documents
Increase engagement and buy-in
Increase understanding of what you’re trying
to achieve
Increase alignment and build momentum
Why - it will help you
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10. of customers would
pay more for a
better customer
experience
81% 64%
of brands got a rating
of ‘OK’ ‘poor’ or
‘very poor’ from
their customers
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Customer Experience Maturity

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Stages of Maturity
Interested
Customer experience is important
but receives little attention
Invested
Customer experience is very important,
and formalised programs emerge.
Committed
Customer experience is critical
and execs are actively involved
Engaged
Customer experience is a core
piece of the firm’s strategy
Embeded
Customer experience is ingrained
in the fabric of the company
1
2
3
4
5

13. The SEE Framework ©
STRATEGIC
DETAIL
Organisational Dimension
Strategy
EngagementExperience
EXTERNAL
ENVIRONMENT
INTERNAL
ENVIRONMENT

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Source: Quiet leadership by David Rock
Philisophical
SolutionFocused
ProblemFocused
Detailed

15. Copyright © CX Consulting Pty Ltd 2013
Source: Quiet leadership by David Rock
Philisophical
SolutionFocused
ProblemFocused
Detailed
Imagine
possibilities
Meaning and
impact of
problems
Problem
identification
Detailed
solutions and
specifications
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16. Copyright © CX Consulting Pty Ltd 2013
Philisophical
SolutionFocused
ProblemFocused
Detailed
...

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?#$!!

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Awareness/
Trigger Research Decision Sales Onboard Use mobile Receive bill
Solution was
focused here

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Awareness/
Trigger Research Decision Sales Onboard Use mobile Receive bill
Solution was
focused here
Holistic thinking
BEFORE
defining solutions

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1. Understand business
2. Understand customers
3. Collaborate together 6. Communicate
4. Define strategy
5. CreateVision
Creating a vision
Builds engagement,
alignment,
understanding and
momentum

21. 1. Gain agreement
2. Map problems
3. Build empathy 6. Explore solutions
4. Challenge perspectives
5. Look holistically
Workshop
structure
Workshop structure
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22. Product
creation Research Decision Sales Onboard
Use
mobile
Receive
bill
...
?!
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Current and
future world
Focus
areas
Tangible
solutions
Problems Benefits
Components of an experience vision
Value
proposition
Design
principles

24. Who is your audience
Easy to understand
No explanation needed
Memorable
Enough detail to be tangible
Realistic
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Vision considerations

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What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum

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What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process

27. Copyright © CX Consulting Pty Ltd 2013
What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Shared
objectives

28. Copyright © CX Consulting Pty Ltd 2013
What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Shared
objectives
Empathy and
experiences

29. Copyright © CX Consulting Pty Ltd 2013
What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Shared
objectives
Empathy and
experiences
Shared
responsibility

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What is key here is…
Engagement
Alignment
Understanding
Ownership
Momentum
A process
Shared
objectives
Empathy and
experiences
Shared
responsibility
Aha
moments

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Consider how you can..
Leverage tacit knowledge and IP
Synthesis inputs to create workable tools
Facilitate workshops with front and back office
Consider how to create aha moments
Use the momentum to operationalise

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Find out more at cxco.com or email Aine.omahony@cxconsulting.com.au

33. Creating a customer centred organisation takes focused effort,
leadership, and a well define customer experience Strategy
An experience vision articulates your strategy, engages all levels of your
organisation, and is tangible enough to use through project delivery.
A collaborative approach is needed to create the vision to increase
engagement, alignment, understanding and momentum.
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Key take aways…
1
2
3

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Questions

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@aineom
@cxconsulting
Aine.omahony@cxconsulting.com.au
www.cxco.com