CX Science Episode 5
Delivering Your Experience Is A BOM
About This Episide
While it is nice to define conceptual experience journeys for your customers the real truth of experiences is that they only work if your Business Operating Model (BOM) supports them.
Or if you can make changes to your BOM to support them.
Using a mortgage application experience example at a credit union we cover a straightforward BOM structure. Starting with the seven key building blocks of:
- Interaction channels – Websites, Mobile Apps, Stores, Branches, Offices, Contact Centers, eMail, Chat, Social media, Kiosks, ATM’s
- People And Organizations – The humans in your operating model that interact with your customers or work in the background to enable your experiences. These people could be employees or partner people or other associates.
- Process – The workflows and processes that the business conducts in order to do for the customer what the customer would like them to do. Processes that support specific experience journey stages and may span journey stages.
- Tech – the technology that supports the channels and the people and processes. Increasingly Important in an increasingly “digital first but not digital only multichannel” world. Technology that could be directly interacting with customers or technology supporting the people who interact with the customers. Technology that continues to evolve with trends in AI, Machine Learning, IoT environmental sensing and control, Virtual and Augmented Reality.
- Data – Wherever you see technology you will see data. From customer profiles to product definitions regulatory and legal requirements. There is a big difference between lots of data and lot or little information.
- Products & Services – The things that you offer with your experiences. These may be yours or may be partners’ products and services or a combination or packaging of both
- Partners – Especially in todays world no business does everything themselves. Partners are the distributors, subcontractors, regulators and a myriad of other organizations who help you and your experiences be as wonderful as they should be.
Using a mortgage application experience in a credit union (robin loves credit unions) to discuss these seven elements and how customers
Graham and Robin explore
- “How different customer persona prefer different mortgage operating models, including how many people are involved”
- “The importance of considering the “3rd E of Experiences – Emotion” in your Operating Model
- “Thoughts and considerations in designing operating models to support experience design”
- “Why Operating Models are complex but straightforward when considered through the lens of the CXScience BOM”
- “Why even a lemonade stand may have a complex BOM”
- “Why an interaction channel is itself technology, people, processes etc .. from the customers perspective”
Resources
- Watch McorpCX’s webinar on the Customer Experience Operating Model (CXOM) click here
* Requires free Talking CX sign up
Share
Sign up now to access exclusive
Talking CX Resources
Get the CX Capability Guide plus more!
Related Episodes
CX Science #1 - What the 'Heck is CX Science
20 years into the modern CX movement executives believe CX is critical but to the CX discipline must become more formal, predictable, measurable and investable to continue to grow, moving from CX as Art to CX Science predictably impacting your Customer Experience Operating Model (CXOM).
CX Science #2 - Real CX Success is like Playing CX Jenga
We cover the building blocks of the CX discipline with a strong focus on CX Science and why creating great CX is a lot like a game of Jenga. From customer persona, customer journeys and your CX operating model of channels, people, process, cx tech, data, measurement systems, products, services and partner.
CX Science #3 - CX Strategy Scuffles - It's Ruff out There
Delivering any experience starts with who you are targeting and why it is of benefit to both your customers and to your business. A North Star CX Strategy & Vision to guide your investments and actions. Using Rover.com as a favorite example of how an example of how a great CX Strategy really works.
CX Science #4 - The Art of Knowing Your Customer
You cant define or deliver experiences to customers you don’t understand. We explore how personas, segments, audiences and experience journeys and journey maps help clarify interactions, painpoints and the key moments where you energize (or disappoint) your customers.
CX Science #6 - Experience Design - Making Your Journey Map Work
Experience Design is where you decide how your customer experience journey will actually work, when implemented by your Business Operating Model (BOM) and what changes you may need to make to your BOM in order to realize the experience you want and your customers need.
CX Science #7 - CX Tech Stacking The Deck In Your Favor
Whether in design of the experience, delivery of the experience or measurement of the experience no experience today happens without technology. Your Design, Delivery, Management and Measurement Tech Stack is a critical segment of your enterprise technology architecture.
CX Science #8 - CX Measurement - At The Heart Of CX Improvement
At the heart of every CX program is Measurement. You cannot improve what you do not measure and you cannot understand if you do not listen. Companies that do nothing else should measure and listen to their customers perceptions of what they are doing, use that to drive insights and act on it.
Listen and Follow
Support Us
Help keep us caffeinated and providing great content! Your patronage is appreciated.
Partner With Us
We welcome advertisers and cross-promotional opportunities with other podcasts
Send us a voice message!
If you are using an iOS device you will
need the Safari browser to access this feature