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Customer Experience

data centric canvas

Being data centric with business model canvases

By | Audience, Canvas, Customer Experience, Data, Measurement | No Comments

Placing data at the heart of business.

Ok this is a viewpoint not a manifesto, is it just me or when businesses use a ‘strategic canvas’ do they really consider data and the importance of being data centric? This is one of a couple of posts which will focus on the importance of data centricity. You may be customer centric but you should also be data centric.

So let’s start by looking at a canvas since that’s a good workable visual aid.

It seems there’s a canvas for most things these days, but like most things they tend to be stand alone. If you’ve ever used any of these in anger they usually solve just one part of the puzzle of your business or they are very high level, you then need to stitch some together or use another tool to move to action a team.

Like most consultancy’s or businesses running innovation workshops or strategy projects, we’d used Alexander Osterwald’s Business Model Canvas and Ash Maurya’s Lean Canvas which are truly awesome – fast, concise, and very portable, but we found ourselves modifying them for the needs of the client we were working with, especially when we started asking questions about data and what to do next.

Over the last few years data has become the hot topic in any strategy or directive, no matter the size of the business, start-up or blue chip, data is critical.

I know, data’s boring, but you only have to look at those businesses that are outpacing their competitors to understand that not only does data ensure you’re aligned to continually changing customer needs and expectations (customer centricity) but also that you place your money and resources in the right places and add competitive advantage in terms of potentially becoming the disruptor rather than the disrupted.

Data gives you the edge, it’s the river that runs through your business, multiple feeds from multiple sources creating insights on which to base critical decisions.

The issues are the same no matter what business we worked with, being able to move down in terms of detail from any model or framework is essential. When talking to senior people you need simplicity, but instances where you want to move quickly to action a team you need the considered detail which all of the team have been a party too.

data centric canvas

Data centric canvas

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Where’s the magical customer experience button?

By | Customer Experience | No Comments

What is customer experience?

I recently met up with a marketing agency where we discussed the customer experience.

We both agreed this was the vision and the thing we needed to achieve however when we then went into more detail it became apparent we had a different idea of what the customer experience was.

I wanted to know what we would be creating. A new process, a newly design online experience or new messaging?

The answer that came back was, we are going to create the “best customer experience”.

It became apparent to me there was an expectation that the technology was going to magically deliver the best customer experience without really defining what the customer experience was.

I come across this a lot and often find it amusing that the customer experience is seen as this magic “thing” which can be switched on. From here it is assumed the experience is now officially on, without trying to understand the customer problem we are trying to solve.

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