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sky_customer journey mapping- 凯捷咨询sky客户体验旅程设计管理咨询项目交付件之d10 sky civ executive summary v1.0
SkyCustomerInteractionVision(CIV)D10–ExecutiveSummary VersioncontrolDate:17/12/2010Author:SimonChatfield&KristelMeuwissenStatus:DeliverableDocumentreference:D10–CIVExecutiveSummaryVersion:1.0Purpose:ExecutivesummaryconsolidatingtheworkcompletedfortheSkyCIVprojectContents:SummaryofthekeyconclusionsandoutputfromDeliverablesD1–D9&D11andrecommendationsfornextstepsSignoff:AcceptanceofthisDeliverablewillbemadebytheProgrammeManager(SteveHall)andBusinessOwner(WendySchratz) VersionhistoryVersionRevisiondateAuthor(s)Summaryofchanges0.1–0.306/12/2010SimonChatfeldDraftversions0.409/12/2010KristelMeuwissenRevisedstoryboardafterfeedbackfromWendySchratz0.513/12/2010KristelMeuwissenIncorporatedfeedbackfromSimonChatfield0.614/12/2010KristelMeuwissenRevisedversionafterfeedbackfromHilaryKellyandLaurenceBuchanan0.715/12/2010KristelMeuwissenIncorporatedfeedbackfromSimonChatfield,HilaryKellyandLaurenceBuchanan0.815/12/2010KristelMeuwissenIncorporatedfeedbackfromSteveHall0.916/12/2010KristelMeuwissenIncorporatedfeedbackfromWendySchratz1.017/12/2010KristelMeuwissenIncorporatedfeedbackfromMattHopkinsandWendySchratz TheneedforaCustomerInteractionVisionKeyconclusions&nextstepCIVprojectapproachCIVdeliverablesoverviewCIVrecommendednextstepsAppendixContents StakeholderinterviewsrevealedalackofconsensusontheambitionlevelforaCustomerVisionOverwhelminglyallstakeholdersfeltthattherewasasignificantgapbetweentheirambitionlevel,whereSkyistodayandwhereSkyiscurrentlyheadingStakeholdersfeltthattherewasadisconnectbetweentheSkybrandandtherealityofSky’scustomerexperiencewhichwasmanifestedmostpainfullywithinService*ThisdisconnectwasconfirmedwithVoiceoftheCustomeranalysiswhichrevealedasetofcorecustomerneeds.ThesewereshowninmoredetailintwelvecustomerjourneysTheDraftCustomerDesignPrinciplesindicatedtherearefourkeyelementstoasuccessfulcustomerinteractionwithSky5DemosbringingtolifetheCustomerVisionshowedthe‘artofthepossible’anddemonstratedthegapbetweenSky’scurrentandpotentialtechnicalcapabilitiesThefirststepindeliveringsuccessfulCustomerInteractionisconsensusonavisionandprioritisationoftheenablersThenumberofchoicesSkyneedstomakeinvalidatingandactivatingtheCustomerVisionwouldbenefitfromaseriousdebateinvolvingallstakeholdersKeyconclusions*ServiceinthiscontextrelatestothewiderconceptofSky’scustomerservice Sky’sexistingcustomerinteractionmodel,combinedwithachangedcustomerandbusinessenvironmentrequireSkytoclearlydefineitsCustomerVisionHaschoiceandinformationRequiresmulti-channelwithonlineatthecoreWantstoconsumecontentonhis/herterms(pullnotpush)Issocial;happytoshareandreliesonpeerrecommendationsAchangingcustomerACustomerVisionincreasingthespeedofresponsetothiscontinuouslychangingcustomerandbusinessenvironmentisessentialforSkyShowsadisconnectbetweenbrandandcustomerexperienceCreatesaveryhighpercentageof(repeat)callsGeneratesnegativecustomersentiment,mainlyduetopoorserviceResultsinahighpercentageofchurnSky’sexistingcustomerinteractionmodel&The10millioncustomerstargetisachieved,what’snext?IncreasedproductportfolioandcomplexityNewmarketentrantswithmorerumouredtofollowNewtechnologiesavailablewithpotentialtobefarmoreflexibleandagileAchangingbusinessenvironment TheCIVprojecthasbuiltthefirststep,…butvalidationandapplicationisrequiredtounlockthevalueTechOverviewDraftCustomerVisionDeliveringCustomerVisionValidatingCustomerVisionActivatingCustomerVisionFoundations&QuickWinsExecutivevalidationofdraftvisionandevolvingcustomerpromiseandchannelstrategytofurtherdevelopthefoundationinitiatives.Implementationoftechnology‘quickwins’andplanningoftechnology‘foundation’initiativesandbusinesschangeactivity.Furthertechnologyopportunitiesandorganisationchangestofullyembedvisionasbusinessasusual.TodayJanuary2011Phase2Phase3Combinationofcustomerneedsinsightandstakeholderambitionstatementstoformdraftvision.Identificationoftechnologyopportunitiestodeliverthatvision. Thedraftvisionwascreatedthroughaseriesofcustomer,businessandtechnologycomponentsStart1stNov2010Translatecustomerneedsintoasetof12journeysdocumentingdesiredexperience(fromthecustomer’sperspective)ateachtouch-pointShowcasethe‘artofthepossible’bybringingkeyelementsofthejourneystolifethroughsimulatedscenariosusingexistingandpotentialnewtechnologiesCollateexistingSkycustomerinsightwithexternaltrendanalysisforasummaryofcustomerneedsCompileanoutside-incapabilitymapofCustomerInteractiontechnologiesandapproachestoactaslevel1duediligenceasSkybegintolookattechnologiesandapproachestosupportCIVDefinepotentialtechnologytransformationopportunitiestoenablecustomerjourneysandmeetcustomerneedsGroupopportunitiesbysizeofpotentialbusinessbenefitandabilitytorealisethevisionasameansofprioritisingfuturedevelopmentsCustomerJourneysTechnologyMarketReviewFinish17thDec2010BenefitsModelSkyAmbitionInterviewsCIVDemosTechnologyTransformationOpportunitiesVoice oftheCustomerConsultSkybusinessstakeholdersonthelevelofbusinessambitionforeachcustomerinteractionareaCombineinputsintoasetofdraftguidingprinciplestogalvanisethinkingandactasachecklistforanyfuturedevelopment ThereisnoconsensusontheCustomerVisionambitionlevelandashortfallbetweenthatambitionandSky’scurrenttrajectoryIntervieweesdifferintheirambitionswithregardstothefuturepositionoftheCustomerInteractionVision(CIV)Interviewresultsshowagapbetweentheambitionlevelandwhatcurrentinitiativeswilldeliver,especiallyinServiceLowestambitionlevelsforafutureCIVpositionareinMarketingKeyconclusionsSkyAmbitionInterviewsTo-BeCIVAmbitionLevelbyIndividualAverageCIVPosition InterviewresultsshowdifferencesofopiniononthereasonsforthegapbetweentheCIVAs-Issituationandtheambitionlevel“Businessisverysiloedandthishastranslatedintothecustomerinteractionbeinginconsistentandfragmented”“Technologyisthemainconstraintinourabilitytokeepupwithmarket/customerchanges”“It’samindshift”“Skyaremostlyoperatingin1stgenerationwithsomepointsolutionsin2ndand3rd–butit’snotjoinedup”“Noincentivetobedifferent/better”[bothcorporateandindividual]SkyAmbitionInterviewsInterviewAmbitionStimulusInterviewquotes VoiceoftheCustomeranalysisidentifiedsixthemesdescribingtheSkycustomerneedsCustomersdonotalwaysfeelthattheyunderstandeverythingandarebeingtoldthetruthbySkyInteractingwithSkycanbefrustratingandtheresolutionofissuesisoccasionallyagonisingItiscommonplacetorequirethecustomertorepeatthesameinformationoverandoverwithinasingleinteractionCustomersfeelthattheyhavelittlechoicebuttousethehelplinetogettheissuesresolvedManySkycustomerstrytoavoidinteractingwithSkyandfeelthatSkyarerarelyproactiveincontactingthemThereisalotofnegativesentimentonthesocialweb,thisismainlydrivenbypoorcustomerserviceKeyconclusionsBeclear,andtransparentinwhatyoutellmeMakeitsimpleandeasytointeractwithyouBeconsistentandreliableinhowyoudealwithmeRememberwhoIamandvaluemeGivemecontrolandusethechannelsofmychoiceListen,learnandunderstandmyneedsCustomer’soverallexperiencewithSkydoesn’talwaysmeettheirexpectationsandthosewillonlyincreaseinthefutureVoiceoftheCustomerCustomerwants Thecustomerthemeshavebeentranslatedintotwelve CustomerJourneysshowingthedesiredCustomerExperienceToBeUserJourneysCustomerJourneysLevel1CustomerExperienceLifecycleandJourneysLevel0VoiceoftheCustomeranalysisrevealedanumberofcoreneedsandprimarywantsTheseneedsandwantswereprioritisedandgroupedwithinanindustrystandardCustomerLifecycleThegroupedneedsweretranslatedintotwelvecustomerjourneysacrosstheCustomerLifecycleApproachCustomerJourneysarecreatedfromacustomerperspective.Inordertoensurethatthecustomerisatthecentreofeverythingtheorganisationsdoes,customerjourneysshouldbethestartingpointfordesignandprioritisationofcustomerinteractionrelatedorganisationalactivitiesandprocesses ConsolidatingtheoutputsofthedescribeddocumentssofarenabledtheformulationofDraftCustomerInteractionDesignPrinciplesCustomerInteractionVisionBusinessPrinciplesCustomerPrinciplesKey:ThenextstepistotranslatetheDesignPrinciplesintoaCustomerPromiseandaChannelStrategythatdeliversuponthatpromiseIhaveagreatrelationshipwithSkybecausetheyknowwhoIamand listentowhatIhavetosayTheyhelpmetobeincontrolofwhatIdoandwhenIdoit,usingthe channelsthatIchooseIalwaysfinditeasytodealwiththem,everythingissimple andtransparentSkyreallydobelieveinmakingmyexperiencebetter,theyadapt tomybehaviourandcontinuallyinnovate KeyelementsoftheCustomerJourneyshavebeenincorporatedintoasetofCIVDemostoshowcasethe‘artofthepossible’CIVDemos MoredetailsofthepotentialCustomerInteractionTechnologiesisprovidedintheoutside-inMarketReviewCross-industryCustomerInteraction“businesscapabilitiesmap”Businesscapabilitydetails,highlightingmarkettrends,vendors,benefitareas&cautionsApproachestodeliveringthecapabilities,includingkeytrends,prosandconsofeachapproachCasestudiesforeachapproachMarketReview TheCustomerVisionwastranslatedintoaseriesofpracticaltechnologytransformationopportunitiestohelpdeliveritKeyopportunitiestokickstartDetailedopportunitiesoverviewTechnologyTransformationMapThescaleofchangerequiredtodeliverthevisioncouldbeoverwhelmingwithoutcarefulconsiderationofthedeliveryapproach:-BigbangistooriskyIncrementaltakestoolongThereforeathirdoptionisrequiredanddevelopedaspartofthenextsteps TheseopportunitiesareplottedaccordingtotheirbenefittoboththecustomerandSkyasaninputforprioritisationThemodelusestheCIVfitandthebusinessbenefitsasthemainaxesThemodelalsoplotsthecostandcomplexitytodeliver(size)aswellasthepotentiallevelofbusinesschangethat’srequired(colour)BenefitsmethodologyCIVBenefitsModelGainseniorlevelvalidationofthemodelAddinanyotherrelevantopportunitiesandprojectsfromthebusinessProduceaquantifiedbusinesscaseBenefitsModelnextstepsBenefitsModelTheBenefitsModelcanbeupdatedandreusedbySkytoprovideaninitialevaluationofopportunitiesLowMediumHighBusinessChangeKey21:Red(behind22)2:Amber(behind10) TherearefiveorganisationalfactorsthatcontributetoasuccessfuldeliveryoftheCustomerVisionDefineaCustomerStrategythatisalignedwithyouroverallBusinessStrategyEnsureCustomerExperiencehasExecutiveLevelOwnershipMakesureyourCustomerExperienceleadershavetherequiredPersonality,ExperienceandSkillsIncludetheCustomerinallyourProcessesSetandregularlymeasureappropriateKPIstoassessCustomerExperienceKeyfactorscontributingtoasuccessfulCustomerInteraction*AsaseparateCustomerExperiencefunctionwithacrossfunctionalteamRecommendedwhenthefocusonCustomerExperienceisrelativelynewtotheorganisationAsaseparatefunctionResponsibilityforexecutionsitswithinthemostdominantcustomerfacingfunction,preferablyincombinationwithCustomerExperiencechampions.RecommendedwhenCustomerExperienceisamorematureconceptwithintheorganisationandthepersonleadingthefunctionhastherequiredpersonality,experienceandskillsWithinanexistingfunctionCustomerExperienceisatrulysharedresponsibilityacrossallorganisationalfunctions,preferablyincombinationwithCustomerExperiencechampionsRecommendedwhenCustomerExperienceisaverymatureconceptwithintheorganisationandallemployeesarefamiliarwithitSharedacrossallfunctionsMaturityofCustomerExperiencewithinOrganisationOrganisationalStructureOptions3WaystostructureCustomerExperiencewithinanorganisation*Source:Capgemini/Industrybenchmarking ValidateCustomerInteractionVisionDesignPrinciplesCreateCustomerPromiseandresultingChannelStrategyReviewTechnologyTransformationopportunitiestodeliverChannelStrategyReapplytheBenefitsModeltoprioritiseopportunitiesDevelopoptionsforacceleratingthedeliveryoftheCustomerInteractionVisionValidatingtheCustomerVisionwillkickofftheactivitiesrequired foractivatinganddeliveringtheCustomerInteractionVisionNextSteps CIVDeliverablesoverviewAppendices CustomerInteractionVisiondeliverablesoverviewIDDeliverablenameDeliverableDescriptionD01StakeholderInterviewSummaryDocumentprovidingasummaryoftheStakeholderInterviews,conductedaspartoftheCustomerInteractionVisionprojectD02CIVScopeDeliverabledefiningthescopefortheCIVprojectandhowthedeliverablesrelatetoeachotherD03VoiceoftheConsumerDeliverablethatsummarisesthekeyfindingsfromexistingSkyresearchandgathersnewinsighttoidentifyfuturecustomerneedsD04ToBeCustomerJourneysDeliverableprovidingversion1ofthelevel1CustomerJourneys:anumberofspecificconsumerjourneysthataddressthelifecyclestepsandwillbebasedonidentifiedconsumerneeds/wantsthroughtothefulfilmentoftheseneeds/wantsD05CIVOrganisationalStructureOptionsDeliverableprovidinginsightintohowotherorganisationsarestructuredtodeliverCustomerExperienceD06CIVDesignPrinciples-DraftDeliverableprovidingadetailedexplanationoftheCustomerInteractionVisionandasummaryofthedraftdesignprinciplesforfutureCIVsystemandprocessdevelopmentD07CIVTechnologyTransformationMap-DraftIndicationofthepotentialTechnologywork-packagesthatSkywouldneedtoevaluate/undertakeinordertoenabletheCustomerInteractionVisionD08CIVBenefitsModelDeliverableprovidinganindicativeviewofthebenefitsofdeliveringCIV.Thisincludesbothfinancialandnon-financialbenefitsD09CIVMarketReviewDeliverableprovidinganoutside-inmarketreviewofCustomerInteractiontechnologiesandapproaches.D10CIVExecutiveSummaryExecutivesummaryconsolidatingtheworkdoneduringtheSkyCIVprojectsandrecommendationsfornextstepsD11CIVDemosFivetechnologydemostoshowcasethe‘Artofthepossible’todemonstrateappropriateelementsofthefutureCIV查看更多