The Tools
Organisations that act 'on purpose' do three things:
They STAND UP for something they passionately believe in that will deliver true value to improve the lives of their customers
They STAND OUT from competitors by developing a distinctive customer experience across all channels
They STAND FIRM by creating the appropriate culture to ensure sustainable and authentic delivery over the long term
Stand Up
1
Engaging the executive team
- How do you get your executive team on board?
- How do you build the business case?
2
Defining your purpose
- How do you define your purpose?
- How do you test it?
- How do you embed it and ensure it really is fit for purpose?
3
Customer insight
- What are the customer values that drive retention and advocacy?
- What are the enablers and barriers to delivering great experience?
4
Defining the brand platform
- What are the customer commitments you need to make?
- How do you link your brand proposition, brand values, brand promise and purpose?
Stand Out
5
Experience design
- How should your purpose influence your customer experience?
- How do you design a multi-channel customer experience that delivers your purpose, differentiates your brand and drives customer loyalty?
Stand Firm
6
Implementation planning
- How do you drive through the change programme to deliver your experience?
- How do you mitigate the risks and avoid the pitfalls that can derail your initiative?
7
Aligning your organisation
- How do you align your people, processes and product to create a seamless experience?
- How do you create an employee experience and internal culture that brings your purpose alive?
8
Measuring the experience
- How do you create a customer experience scorecard that enables you to measure success?
- How do you align your financial reporting, customer experience and other operational measures?
9
Sustaining the experience
- How do you keep innovation at the heart of your brand and customer experience?
- What are the guidelines to keep in mind as you think about how you sustain your customer experience?