The document discusses how companies can get closer to their customers. It suggests that truly understanding customers means listening to them, learning from customer feedback, and using that knowledge to redesign products and services. The document also advocates for taking a holistic, cross-functional approach to customer experience by aligning business strategy, infrastructure, skills, and user experience design. Companies are encouraged to break down silos between departments and adopt a customer-centric mindset and operating model.

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2. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Inside
Out
Which Is The Better Strategy?
Outside
In

3. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
“How do we get our agents having great conversation
with customers?
How do we get closer to our customers? “

4. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Customer Listening

5. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
start
end
e x c e p t i o n s - h i g h s
e x c e p t i o n s - l o w s
What Do We Remember?

6. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
start
end
e x c e p t i o n s - h i g h s
e x c e p t i o n s - l o w s
C O N V E R S A T I O N
M A N A G E M E N T
What Do We Remember?

7. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
The Chemistry

8. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Management Style

9. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Purpose
Meaning
Energy
Extra
Refuelledby
RECOGNITION
Purpose
Mastery
Autonomy
Purpose
Mastery
Autonomy
W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014

10. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
“Understanding the huge amounts of feedback in
order to drive top-line actions and getting buy in from
all hierarchy levels”

11. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
LISTEN
INTERPRET
REDESIGN/
INVENT
PILOT/
LEARN
IMPROVE
Voice Of The Customer
Cross Functional Collaboration
Chief Customer Officer/Chief Digital Officer

12. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Pilot
Learn
Redesign
Invent
InterpretImprove
E nter pri se Tr ansfor mati on
Wor kfl ow
Listen

13. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
R&D
FinanceManufacturing
Sales
Marketing
Distribution
Customer Service
Become A Change Hub

14. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
TIP: Quantify The Pain

15. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
“Getting a better understanding of a customer journey
and a better perspective on customer experience”

16. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Customer Effort
Upstream & Downstream Mgt
u p s t r e a m d o w n s t r e a m
LitigationComplaint
Multiple
transfers
2+ time
resolution
Inbound
Situation
is recognised
1st time
resolution
Outbound
Situation
is anticipated
Need is
removed

17. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Customer Effort
U P S T R E A M D O W N S T R E A M
LitigationComplaint
Multiple
transfers
2+ time
resolution
Inbound
Situation
is recognised
1st time
resolution
Outbound
Situation
is anticipated
Need is
removed
Upstream & Downstream Mgt

18. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014

19. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014

20. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014

21. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014

22. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
“ What is customer engagement and how do we get
better?“

23. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Outside - In
a c r o s s d e v i c e s & c h a n n e l s

24. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Inside - Out
a c r o s s d e v i c e s & c h a n n e l s

25. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
A L I G N M E N T v i s i o n - s t ra t e g y - i n f ra s t r u c t u re - c o m p e t e n c y - C X / U X
The Challenge: Beyond Silos

26. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Needs A Mindset Change

27. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
TIP: Get The Job Done
Senior
Insight
Manager
Head of
Operations
Operations
Manager
Customer
Service
Manager
Head of
Outsourced
Voice

28. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
One Team
One Boss
One Budget
One Mission
One Culture
A View Of The Future

29. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Operating Model

30. W h a t G e t t i n g C l o s e r T o Y o u r C u s t o m e r R e a l l y M e a n s
© Brainfood Consulting 2014
Be There
Be Relevant
LISTEN
LEARN