“Strategy is 85% execution”
Apart from a crystal clear strategy, what sets apart the great organisations is relentless execution. Stephen Blanchette, Director Brand Experience, Vodafone, put it like this:
“If you think you can give experience management to a project team in some far-flung corner of your organisation, think again. To reap the benefits of embedding experience into your value proposition, you'll need to make it a corporate priority and get buy-in from every nook and corner of the organisation. It takes continuous cross-functional collaboration to deliver a great customer experience...Otherwise, you can expect your experience management program to pass like a ship in the night.”
Four ingredients of change create a recipe for success:
i) You collectively see where you want to go and there is a leadership coalition around this – A Shared Vision.
ii) Everyone sees that change is needed now – there’s Pressure for Change
iii) It’s a corporate priority and your organisation has the “bandwidth” to do it - Capacity for Change
iv) You know where to start and staff gain confidence from delivering some real changes quickly- Actionable First Steps
All you need now is a programme that delivers real improvements every 90 days. Engaging the right people so that they are motivated to act: a cross-functional team delivering cohesive improvements.
1. Bring customers alive
2. Make it real for me
3. Align, lead and direct
4. Attack beliefs
5. Maintain momentum
Do you have all the right ingredients and the cooking skills to ensure
excellent execution?
British GasDoing the Right Thing Several years ago, British Gas embarked on a major mission to transform its customer experience. It took its people on this journey under the “Doing the Right Thing” banner. The starting point was to understand the current customer journeys – and the first view showed that there was £100Ms of “value at stake”. This focussed management attention on the issues and helped prioritise which journeys to address first. The company started fixing the basics first, removing areas of dissatisfaction before focusing on the drivers of satisfaction. A cross-functional team went through a systematic journey improvement agenda. This established the key metrics (external perception and internal compliance) and British Gas brought these onto the management agenda via a dashboard – a way of making these metrics and plans visible. Employees were engaged around the ‘Doing the Right Thing’ agenda in a series of events. A series of hero stories brought this to life in various offices and the content was embedded in training. “British Gas has made major improvements in its customer experience. It continues to encourage its staff to “Do the Right Thing” for it customers and through its customer experience improvement agenda, its shareholders too.“ Andrew Reaney, Head of Customer Experience, British Gas |
Want to create and deliver great new experiences? Change your organisation? Align behind your new goals? Fast-track, cost-effective programmes from H2X can help….
• Experience Blueprint – using H2X’s WHAT, WHY, HOW, WHO and WHERE model we’ll work with you and your senior team to develop a customer experience blue-print that will specify exactly how you can amplify your strengths to customers. The result will be a clear roadmap from where you are to where you need to be. It will determine WHAT you need to fix and HOW TO fix it.
• Employee Engagement – Is your team working as one? Call us and we’ll tell you. We’ll review your employee recruitment, training and on-boarding processes to ensure the right purpose, values, behaviours and competencies are embedded upfront.
• Change Planning – Ready to evolve? We’ll review your culture(s) and all the factors that drive the behaviours and beliefs of your employees. Then we’ll help you decide how best to implement change and - crucially - which “dramatic symbols of change” are going to have most impact on your staff and customers. Finally we’ll construct the programme to deliver the changes you want ensuring key action steps every 90 days.
• Journey Mapping – Recognising what happens and how keeps customers happy. We’ll look at what your new customers’ typically experience, and where things could be improved. Then, by re-designing the key interactions - the ‘touch points’ - we’ll help you enhance their experience and improve your brand’s effectiveness.
For an initial, confidential discussion to find out more, contact David Williams, H2X CEO, on +44 (0)1628 777945 or email davidw@h2x.biz
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