Customer Scenario Mapping is an effective, hands-on consulting approach that helps clients to identify, validate, and assess innovations and improvements to their businesses that will drive customer loyalty, improve customer profitability, and yield competitive differentiation. Customer Scenario Mapping is both a methodology to facilitate customer co-design and a consulting approach. This co-design approach focuses on identifying your customers’ key goals and moments of truth when doing business with you—their key scenarios.

By working shoulder to shoulder with insightful customers, you can accelerate your ability to improve the experience you deliver by making it easy for customers to do business with you and easier for them to do their jobs.

You win customers’ trust by letting them help you transform the customer experience you deliver. You gain customers’ loyalty by working with them to help them achieve their desired outcomes in innovative new ways.

The resulting customer-co-designed scenarios give you clear priorities for determining which of your business processes, policies, applications, services and products have the biggest impact. You’ll also find that you and your customers have co-designed innovations.

Customer scenarios often reveal new business models, new services, new opportunities, new business processes, and new product offerings that will be of value to many customers.

In a Nutshell • Deep customer relationships drive profitability, growth, and a competitive edge. • Successful companies deliver a customer experience that leads to more satisfied and loyal customers. • The Patricia Seybold Group offers Customer Scenario Mapping, a proven consulting methodology that transforms companies into more customer-centric organizations in as little as 8 weeks. • The benefits of this process will fuel growth, reduce costs, decrease risks, and support continuous improvement.

SIGNIFICANT BENEFITS

Customer Co-Design can deliver significant benefits. Its application can result in customer relationships that drive growth, profitability, and differentiation.

Growth	Make it easy for customers to do business by implementing the customer experience that they design and they’ll do more business with you more profitably. Customers identify the cross-sell and up-sell offers that they will welcome and demonstrate why and when they’ll welcome them. Deliver those offers for increased revenue.
Reduced Cost	Customers specify the operational capabilities that they need and the channels that they prefer to use for performing banking, borrowing, and investing tasks in their designs. Streamlining operations and channels to support these customer designs eliminates customer confusion and frustration. Prioritizing from customers’ requirements focuses the scope of planned projects, identifies reusable services, and eliminates duplication of effort, thereby, lowering costs.
Continuous Improvement	Customers specify the metrics for their customer scenarios. Use those metrics to measure, monitor and refine the processes and systems that support these customer scenarios to deliver an excellent customer experience in functionality, performance, and availability.
Reduced Risk	Customers co-design the processes and systems that support their tasks and outcomes. Their implementation is “right” from the first release. As a result, the risk typically associated in implementing new capabilities is reduced significantly.

THE RESULTS

Each half-day customer co-design session yields immediate benefits. You’ll discover immediate “quick wins” you can put into practice right away. Your executives will align around key strategic action items with measurable results. Your account team will be better able to shorten time-to-close sales and to grow business with the customers and partners with whom they engaged in the co-design session, as well as with other customers and partners who share many of the same context and issues.

As you prioritize and take actions, customers will begin to see immediate benefits. Your partners will gain more visibility into the processes that matter most to them. Your stakeholders will gain visibility into the metrics and real-time data that matters most to their customers and their business.

The process is very efficient and can be a critical cost-cutting tool as well as an organic revenue growth tool. The Customer Scenarios provide clear metrics down a line-of sight starting with what matters to customers. The scorecards prioritize customer-critical issues and provide a business case hypothesis for each. Each co-design session with its interviews, scenarios and scorecards provide insights that you're probably NOT going to develop any other way. You can use this approach tactically, on an as-needed basis, in different geographies and vertical markets. Or you can make customer co-design a core competency. We’re happy to transfer the methodology to your team.

THE PATRICIA SEYBOLD GROUP

If you’re a visionary customer-focused executive, the Patricia Seybold Group should be your first choice for ongoing strategic advice, business and technology guidance, customer experience best practices, and help with customer-centric initiatives.

For over 25 years, the Patricia Seybold Group has been helping clients to design and continuously improve their customer-focused business strategies and processes using their proven consulting methodology, Customer Scenario^® Design.

The CEO and founder, Patricia Seybold, is the international best-selling author of Customers.com, The Customer Revolution, and her latest book, Outside Innovation.

Phone: +1.617.742.5200
Email: consult at customers.com
http://www.customers.com