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Customer Experience Framework and Program Methodology

IP.com Disclosure Number: IPCOM000181001D
Original Publication Date: 2009-Mar-23
Included in the Prior Art Database: 2009-Mar-23
Document File: 4 page(s) / 76K

Publishing Venue

IBM

Abstract

IBM's Customer Experience Management Framework and Program Methodology is a proven, step-by-step 'how to' approach for Customer Focused Enterprises to define, design and deploy branded customer experiences. It includes a set of tools and techniques to translate Customer Experience into actionable and practical designs and metrics. The method and toolkit are industry, sector, product and channel agnostic.

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Customer Experience Framework and Program Methodology

Disclosed is the IBM Customer Experience Framework provides organizations with a business analysis and design technique for Customer Experiences. Complementing this capability is IBM's Customer Experience Management Program Methodology to operationalize Target Experiences defined by the "Customer Experience Framework".

The Customer Experience Framework is used to identify and plot the landscape of customer interactions (moments of truth) into a manageable number of discreet components and a model that facilitates understanding, communication and detailed analysis. It provides for a clarified focus on the core events / interactions an organization has with their customers to support initiative prioritization and resource allocation decisions required to run the business and drive business strategy. Any organization with customers, be they clients, citizens, patients, etc. can derive benefit from this practical approach.

A Customer Event is identified as a component within the Customer Experience Framework. The components are categorized by Customer Lifecycle stages identified within the Framework. Generic stages may include Aware, Shop/Buy, Set Up, Use and Support, Pay, Add/Renew/Upgrade, and Leave for example. One illustration of a customer event in the Shop/Buy lifecycle stage is "the ability to obtain facts from all channels (e.g. Contact Centre, store, IVR, web) on quality and reliability". The Lifecycle Stages and Events and their naming conventions are adapted to the individual organization.

The Framework also facilitates grouping Customer Events into views or lenses for specific analytic purposes such as:

Events categorized by Loyalty, Retention and/or Point of Pain drivers Events categorized by Operational Capability
Events categorized by Project / Initiative Dependencies

The advantages of using the IBM Customer Experience Framework are:
faster, more complete business problem / opportunity analysis using a Customer Event Map Heat Map with targeted prioritization that is highly correlated to (customer and business) loyalty, retention and points of pain data
effective understanding and communication of the Customer Experience current state, gaps and opportunities generates buy in and commitment

The Customer Experience Management Program Methodology is used to establish a repeatable, step-by-step process for managing the requirements, design, delivery and measurement of an organization's Customer Experiences. When applied, the methodology delivers a holistic Operational Plan to execute on a Customer Experience Management business function.

The advantages of using the IBM Customer Experience Management Program Methodology are: clear definition of the Customer Experience scope and Governance Model options in support of successful change evolution
early proof of concept credibility and buy in for an organization's Customer Experience progra...