Transforming Our Perceptions of Business Relationship Management … · Business Model Genera/on,...

Transforming Our Perceptions of Business Relationship Management

JC_Quintana Professor of Customer Experience

Once upon a time there was “the business”

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

Whowillwereachandserve?Forwhomarewecrea/ngvalue?Whoareourmostimportantcustomer?

Whatvaluedowedelivertothecustomer?Whatcustomerproblemsarewesolving?Whatneedsarewesa/sfying?Whatbundlesofproducts/servicesdoweoffereachCustomer

Segment?

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

ThroughwhatchannelsdoourCustomerSegmentswanttobereached?Howarewereachingthemnow?Howareourchannelsintegrated?Whichonesworkbest?Whichonesaremostcost-effec/ve?Howareweintegra/ngthemwithcustomerrou/nes?

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

Whattypeofrela<onshipdoeseachofourCustomerSegmentsexpectustoestablishandmaintainwiththem?Whichoneshaveweestablished?Howcostlyarethey?Howaretheyintegrated

withtherestofourbusinessmodel?

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

Forwhatvalueareourcustomersreallywillingtopay?Forwhatdotheycurrentlypay?Howaretheycurrentlypaying?Howwould

theyprefertopay?HowmuchdoeseachRevenueStreamcontributetooverallrevenues?

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

WhatKeyResourcesdoourValueProposi<onsrequire?OurDistribu/onChannels?CustomerRela/onships?RevenueStreams?

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

Whatkeyac<vi<esdoourValueProposi<onsrequire?OurDistribu/onChannels?CustomerRela/onships?RevenueStreams?

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

WhoareourKeyPartners?Whoareourkeysuppliers?WhichKeyResourcesareweacquiringfrompartners?WhichKeyAc/vi/esdo

partnersperform?

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

Whatarethemostimportantcostinherentinourbusinessmodel?WhichKeyResourcesaremostexpensive?WhichKey

Ac/vi/esaremostexpensive?

BusinessModelGenera/on,©2010AlexanderOsterwalderandYvesPigneur

And Business Was Good

Let go off MY Lego!

HUMAN ELEMENT

“People are people so, how could it be, you and I should get along so awfully…. “

The Poet Depeche Mode

P Diddy Effect

“CRM?” “No it’s CEM” “Actually it is CS...” “NO, I mean Cx…”

Net Promoter Score

How likely are you to recommend us to others?

You having a good date? Am I approachable? Are we connecting?

ImagebyMarkAnderson

On a scale from 1 to 10… How likely are you to recommend me to others?

ImagebyMarkAnderson

““

Then the people remember…. It was all about delivering an authentic experience…

•  Functionality Did I give you what you needed?

• Accessibility Did I make it easy?

•  Emotion Did it build emotional connection?

• Recommend I will tell people about my experience

•  Switch I will take some or all of my business elsewhere

•  Stay I will buy products / services …or continue to be an asset.

CX.Rutgers.edu

© 2016 JC QUINTANA

Definitions of “Customer Experience”

•  It’s the perception of your customers, from their viewpoint (not yours), •  It is inclusive of everything about your brand (not a single touchpoint, but overall, the good and

bad), •  It begins before a customer comes in contact with your brand (reviews, word on the street), •  It occurs during contact (interactions, direct and indirect), •  It lasts a long time after (emotional memories), •  It comes from the heart of your culture – your people.

CX.Rutgers.edu

© 2016 JC QUINTANA

The “experience” and “relationship” correlation.

We manage the customer experience to ensure: CUSTOMERS GET WHAT THEY NEED (FUNCTIONALITY)

WE ARE MAKING IT EASY (ACCESSIBILITY) IT WAS ENJOYABLE (EMOTION)

“…customers perceive their experiences at three different levels: meets needs, easy, and enjoyable. Every time they interact with a product, a service, a person, or an automated system, they judge how well the interaction helped them achieve their

goal, how much effort they had to invest in the interaction, and how much they enjoyed the interaction.”

From “Outside In” by Harley Manning & Kerry Bodine, and the work of Dr. Elizabeth B. N. Sanders.

CX.Rutgers.edu

© 2016 JC QUINTANA

The “experience” and “relationship” correlation. We manage customer relationship to ensure:

THERE IS VALUE AND EQUITY IN THE RELATIONSHIP WE ARE BUILDING RELEVANT CHANNELS AND NEEDS

WE ARE MANAGING AGREEMENTS WE ARE ENSURING TRANSPARENCY

“Customer Experience helps you manage the environment that enables relationships to flourish. It is the ground that, when properly tilled, serves as fertile ground for lasting relationships. You have to understand the correlation between customer

experience programs and customer relationship management strategy and technology to succeed at both.”

From “Speaking Frankly About Customer Relationship Management” by JC Quintana

CX.Rutgers.edu

Close Relationships, Dr. George Levinger

Close Relationships

The Goal of Managing Experience is to win and keep the RIGHT customer relationships.

© 2016 JC QUINTANA Is Your Cx Program Managing These Things

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““

There are not more than five musical notes, yet the combinations of these five give rise to more melodies than can ever be heard. There are not more than five primary colors, yet in combination they produce more hues than can ever been seen. There are not more than five cardinal tastes, yet combinations of them yield more flavors than can ever be tasted. ― Sun Tzu, The Art of War

4 Day In-Person Certificate Program Fall 2016 Session: November 7 - 10, 2016Winter 2017 Session: Feb. 27 – Mar. 2, •  Apple Watch w/learning app •  Evening networking event •  Continental breakfast & lunch •  CX Portfolio & all course materials •  4 Weeks of Mentoring

8 Week Online Certificate ProgramFall 2016 Session: Oct. 17 – Dec. 12, 2016Winter 2017 Session: Feb. 6 – Mar. 31, 2017 •  Apple Watch w/learning app •  Learn at your own pace •  CX Portfolio & all course materials •  Access to Online Learning Portal •  4 Weeks of Mentoring

About Corporate Relationship Group www.CorporateRelationship.com

For More Information

 CorporateRelationship.com  jc@corporaterela/onship.com|470-399-3555

h_p://cx.rutgers.edu/Rutgers University Center for Innovation Education