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Turn Customer Co-Design Insights into Action
How to Gain Momentum by Turning Customer Scenarios® into Operational Scorecards, Recommendations, and Action Items
February 8, 2007
By:
Patricia Seybold
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Executive Summary:
Use customer co-design to gain deep insights into customers’ motivation, behavior and needs. You’ll gain the best results if you engage high-level execs from multiple lines of business and functions as well subject matter experts to work side by side with customers. Your executives gain insights and stories from working with groups of customers to brainstorm better ways to help those customers reach their goals. These insights spawn strategic conversations around customer-impacting issues and business opportunities. Turning those insights into quick strategic actions is often much harder. Our organizational silos get in the way. This report describes in detail an approach that certified Customer Scenario® Mapping consultants can use to lead a highly productive operational debrief immediately following each customer co-design session. This debrief yields a Quality of Experience(SM) Scorecard with customer metrics, operational metrics, critical enablers or offers and ROI hypotheses. By providing a line of sight between customer-critical issues, ways to measure and improve our performance on them, and the business value of doing so, you can gain momentum for taking action.
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