Although
most valuable when conducted in a complete Customer
Co-Design project, our Customer
Scenario® Mapping methodology includes
a number of techniques which can be used independently to
great effect. A number of our clients choose to begin their
customer co-design efforts by commissioning the PSGroup consulting
staff to perform some of these techniques in preparation
for future customer-centric initiatives.
| Behavioral
Segmentation |
We
work with you to identify customer
segments based on customers’ contexts,
trigger events, emotional motivation,
typical behaviors, and common
goals, rather than purely on
demographic and transactional
information. This allows your
company to more clearly understand
these distinct groups of customers
and to identify the scenarios
that are most important to
each group. |
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Identify & Recruit
Lead Customers
|
“Lead
customers” are
those customers (or prospects
or ex-customers) who not only
will use your products/services,
but who identify with them.
They often try new things with
your
products and services in order
to meet their needs. Let us
help identify which of your
customers
have taken or will take this
leadership role and then recruit
them to become part of your
co-design efforts. |
|
In-Depth
Customer Interviewing
|
PSGroup’s
team of Senior
Consultants are
skilled in creating interview
guides and in interviewing customers
to elicit meaningful and valuable
responses. We analyze the results
of the interviews, identifying
patterns in customer pain points,
what they ideally want to achieve,
and ideas about how they want
to do business with you. Based
on the interviews, we can identify
those customer scenarios that
are most important to each customer
segment. |
 |
Issues & Vision
Discussions
|
Issues & Vision
Discussions are group interviews
of customers or stakeholders
designed to expose the gaps
between the experience customers
would
like to be receiving, the experiences
you’d
like to be delivering to customers,
and the actual experience you
deliver today. We use these
to kick-off co-design sessions,
but they are also a great way
to get everyone on the same
page
around customer-critical issues.
PSGroup consultants facilitate
these discussions and capture
what has been said in order
to fine tune scenarios to address
and to provide your organization
with a shared mental model
of
customer concerns, business
issues, and shared goals. |
 |
Internal
Customer Scenario Mapping (CSM)
|
An “internal” CSM
session is a hands-on mapping
of ideal customer scenarios by
internal stakeholders. It helps
people from different departments
put themselves in their customers’ shoes
to design seamless customer experiences
across channels and operations.
We recommend running an internal
CSM session before you run a
session with customers and partners.
It gets the creative juices flowing
and makes it easier for your
own people to “think
out of the box.” |
 |
CSM
with Customers & Partners
|
The
hands-on mapping of customer
scenarios brings together teams
of customers who share common
issues with channel partners,
employees from different departments,
and stakeholders (e.g., suppliers,
regulators) in order to understand
what customers want to ultimately
achieve in each situation. Customers
provide the details of how they
want your company to support
them on their road to success,
including how they define success
at each critical point and what
constitutes a successful outcome. |
|
Creating
Operational Scorecards & Customer Dashboards
|
Each
Customer Scenario map includes
customers’ success
metrics, partners’ performance
metrics and business ROI, and
your company’s
own operational metrics and business
ROI. After the customers have
left, each mapping team develops
a scorecard to create a “line
of sight” from
the customers’ success
metrics to the partners’ success
metrics to your operational metrics
and business ROI.
These
scorecards form the
basis of Customer
Dashboards that are
used to instrument,
monitor, and improve
customer experience,
loyalty, and profits.
When Patricia Seybold
Group consultants
convert a set of
scorecards into a
single dashboard,
the trick is to focus
on a HANDFUL of operational
metrics that you
can monitor and improve,
so that everyone
in your organization
(or ecosystem) is
focused on improving
performance on the
things that matter
most to customers.
|
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Turning
Maps into Action Plans & Road
Maps
|
Each
Customer Scenario mapping session
yields profound actionable insights.
These take the form of quick
wins and strategic initiatives.
Our consultants lead you through
the process of discovering the
action items for each scenario
and across scenarios, getting
executive support to tackle these
priorities and setting up your
action plans.
Customer-centric
Road Maps are a next step
after Action Plans. Patricia
Seybold Group consultants
do further analysis to develop
a business process and/or
IT Road Map using customer-centric
priorities and business ROI
as well as mapping out the
critical dependencies.
|
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Nurturing
Your Lead Customer Community
|
Once
you bring customers and/or partners
together to brainstorm and co-design
solutions, they bond with each
other, and they want to continue
to work together and with your
team to actualize the designs
they’ve
created and to help you make
trade-offs as you move from design
to implementation. |
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