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YOU may be measuring Customer Experience in the wrong way
Measure CX Right or Risk Business Failure – 5 Ways to Improve Your CX Metrics
This 18-minute keynote from Africa’s Customer Service Symposium reveals the pitfalls of poor CX measurement and precisely how you can fix the shortfall.
KEYNOTE DOWNLOAD THE DECK (PDF) AND VIDEO RECORDING
Here’s just one example from last week of all times where Tesla, let’s put the name out there as a warning to others, has been, over the years, the top in Net Promoter Score performance, if you like, across their particular industry. And yet at the same time, their customers are experiencing increasing issues.
Poorer customer service has mapped through the number of complaints that they were receiving. So how could it be that they were being so successful with N P S compared with the rest of the industry? While at the same time the number of complaints have been increasing. And last week it was noted that people were gaming the system.
if you pay people for doing dumb stuff, they’ll get really smart at it.
Steve Towers
Tesla not measuring up
They were doing this by attaching the N P S and Customer Satisfaction scores to bonus schemes. So hence, not surprisingly, the scores were going up, the scores were improving month on month, quarter on quarter and year on year, right? And as it says, if you pay people for doing dumb stuff, they’ll get really smart at it.
And that’s precisely part of Tesla’s problem. And this goes back, and this isn’t like one incident. This goes back six or seven years, and there are reports that you can get through the links later on. Where they laid off a whole bunch of staff in finance and marketing for actually gaming the system and being very selective about who they asked and who they surveyed actually to produce the right results.
Steve Towers, BPG’s Chief Experience Officer, is an expert in customer experience and process transformation who enjoys spreading his enthusiasm for this field through coaching, consultancy, keynote talks and books (twelve published).
Through the CEMMethod®, now in version 15, he and the BPG affiliates help companies win the triple crown 👑 —the simultaneous ability to Grow Revenue, Reduce Costs, and Improve service.
With over four decades of experience working with large enterprises worldwide, Steve has distilled the successful strategies of top-performing organizations into a proprietary methodology that can be easily imparted to CX and Process teams and executives.
His forte lies in envisioning the future of customer-centricity, customer experience, process management and realizing long-term benefits from business transformation. Steve’s approach combines customer-focused thinking, cutting-edge technologies, and a human touch.
Steve is also an entrepreneur and an early-stage investor in innovative software companies.
Choosing the best customer experience, customer journey management and process courses with professional qualifications can be a challenge. Find out about the Award winning professional qualification classes. Read the testimonials from hundreds of clients and they will make your mind up.
Earning the prestigious Accredited Customer Experience Professional (ACXP) credential is pivotal in any CX leader’s career.
Established in 2010 by the BP Group, Academy of Customer Experience (ACE) and Affiliates, the ACXP provides long-overdue industry recognition of CX as a critical business discipline.
🏅 Individual and Team Success
The ACXP offers dedicated professionals a clear path to advancement and increased earnings potential. If you are a CX Leader seeking to grow your teams professionalism and impact on your business, the ACXP provides the skills, tools and framework to deliver results immediately.
🤩 CX Mastery
The ACXP credential reflects an individual’s mastery of the latest CX frameworks and commitment to delivering wow-worthy customer experiences. Applicants must have a proven business track record driving business change, process and CX transformation and improvements.
🥇 Qualification process
The qualification process is rigorous and experiential, based on the delegate’s work and experiences. The training courses are supplemented by practical exercises based on the worlds leading CX organisations and include the full spectrum of CX management, including strategy, customer understanding, design, metrics and more.
🌎 Global community
By successfully passing this gold-standard assessment, ACXPs join an exclusive global community of CX thought leaders united by a shared vision – creating customer experiences that deliver the triple crown – higher revenues, lower costs and improved service simultaneously. The ACXP contributed directly to improving shareholder value, building brand loyalty and driving sustained growth.
The ACXP is more than just initials after your name. It’s a badge of honour representing your dedication to CX excellence.
🏢 A few of the companies who have qualified ACX people in their ranks
The ACXP movement is sweeping the globe!
🌍 Already over 23,000+ dedicated professionals in 137 countries proudly carry the ACXP designation. While the United States and Europe lead with over 11,000+ ACXPs and counting, vibrant communities are growing worldwide – 3,000 in South Africa, 500 across the rest of Africa, 600+ in Australia and New Zealand, and 500 across the GCC area. This exponential growth reflects the universal importance of customer experience. Forward-thinking organisations rely on their elite force of ACXPs to drive CX transformation.
👯 Peer network
ACXPs gain an invaluable global peer network of 23,000+ colleagues to exchange insights and shape the future of CX.The ACXP journey is rigorous, making earning those coveted initials rewarding.
🥇 Been there and done it Mentors & Coaches
More than 40 world-class Recognized Consultancies, Training Providers and professional organisations offer courses led by qualified ACXP coaches and mentors with real-world expertise.
🏆 Celebrating success together
When new ACXPs are announced, we celebrate their commitment and achievement. The ACXP badge represents a dedicated CX professional ready to deliver wow-worthy customer experiences
💪 Individual & Team credibility
Earning the ACXP credential provides an undeniable career boost! Major global brands eagerly seek accredited CX professionals to drive customer experience strategies. For a team it also demonstrates the capability to help organisations transform to achieve pragmatic results quickly and sustainably.Companies, including the following, list ACXPs in their ranks and emphasise the difference pragmatic, hands-on ACXPs make to their businesses.
The attainment of the ACXP qualification is highly prized and contributes to individual, team and organisation success.
🏃♂️ CX as a competitive advantage
As customer experience becomes an essential competitive advantage, organisations need proven CX leaders who speak the language and have the strategic vision. Earning your ACXP credential sets you apart – unlocking new career potential and salary growth. The numbers speak for themselves – major brands worldwide seek ACXPs to drive their CX agenda.
THANK YOU so much for a really fantastic learning experience. This course provided a terrific holistic framework for how to think more about MOTs. It’s a terrific program that I’d recommend and encourage others to consider strongly. Jim Lecinski, Professor of Marketing, Kellogg School of Management, USA (former SVP at Google where he invented the Z-MOT and Micro MOTs) We held our session last week focusing on a critical experience for bank customers. We had a really fantastic session – not only did we walk away with the deliverables we needed, but people had a lot of fun too! Thanks again for the session. It was one of the most valuable and enjoyable sessions I have attended! Sharon Laemie Naya, Head of Commercial Change Strategy, TD Bank
Thank you for being an amazing mentor, guru & inspiration. You truly have a way of bringing all principles, especially the divine principles, back into the workplace. Thank you for empowering me to see a different view. Nancy Moodley, Head of Customer Experience, Digital & CRM, Nissan Africa
What an incredible experience. We loved every minute and super excited to up our game. Sarina de Beer, Managing Director at Ask Afrika, South Africa
An excellent course enabling engineering of a great customer experience! Gavin Smith, Continuous Improvement Lead, Industrial Development Corporation, South Africa
Thank you, Steve, for the high quality & insightful training you delivered. Your innovative approach, critical thinking & up to date case studies facilitated this achievement 👍 Muath Al-Azzam, Principal Services & Operations Specialist, Dubai Municipality, United Arab Emirates
What an amazing journey to Accredited ACX Coach, this experience has completelytransformed how we measure, collaborate, communicate and innovate with the customer in mind. Keen to guide the next willing souls on this journey. Durrel Ramrathan, Head of Operational Analytics and Data Management, Multichoice, South Africa
Thanks, Steve, for providing a great learning platform. It was inspiring to hear your experiences as they presented a great source of knowledge. Not only have you been a fantastic mentor to me but you have taught me how to mentor others. Thanks for being so supportive and getting me through. Chandan Chabbra, Head of Content and Operations, MX Live, MX Player, India
Thank you, the experience was enlightening, empowering, educating, encouraging and engaging. Natasha Doren, Member Experience Manager, Eskom Pension and Provident Fund, South Africa
I have to say, every day since I left Denver, I have been able to apply some of my learning during the ACXM event into not only my job, but my personal life as well. Thank you so much for everything that you’ve done to advance the field of customer experience! Brett Gill, Regional Sales Manager, Morrison Container Solutions, United States
Another fantastic learning, personal and professional development experience with you! Lyall Shapiro, Head of Experience, Design & Fulfilment Transformation, AMP, Australia
Thank you Steve, very intense 4 days but amazing and already putting it into practice! Edwin De Lange, CX Principle, Immersion Group, South Africa
Thank you so much Steve.. this achievement means a lot to me & huge credit goes to you.. looking forward to my next learning Amal Shaira, Director– Head of Client Service Improvement, Business Planning & Strategy, National Bank of Abu Dhabi, UAE
An honour to work with you Steve. A fantastic course Kath Milne, Director & Chairperson, Equality Lawyers, Australia
What an amazing journey to Accredited ACX Coach, this experience has completelytransformed how we measure, collaborate, communicate and innovate withthe customer in mind. Keen to guide the next willing souls on this journey. Durrel Ramrathan, Senior Analytics & AI Leader & ACX Mentor, Multichoice, South Africa
Thanks very much for an amazing course! You are a fantastic facilitator and I’m trulyblessed to have you share your wisdom with us. Jenny Simpson, Associate Director, National Australia Bank, Sydney, Australia
Learning by doing and exploring up-to-date real-life is what the program is all about. This is my third course with Steve, and I have witnessed tremendous improvements to its content and delivery and have never failed to leave amazed by the power of the techniques. Saud Albuainain, Director of Business Transformation, EY, Saudi Arabia
A year after training in London, I just wanted to note my continued gratitude.Hope to remain involved in the events and work with you again.. that mentoring was beyond invaluable. Juliana Coates, Member Services, University of Albany, New York
I’m writing to endorse the program. It completely changed the way I think. Steve Towers taught us amazing secret techniques of improvement. The program allowed me to apply all the learnings immediately after the training. Very practical training with a wealth of knowledge to share. This is a must training for everyone interested in making their lives better! Maria T Ferreira, Vice President, Client Experience Process Improvement Citi, New York
Steve has an amazing insight into some of my personal challenges and really helpedthrough his mentoring for me to refocus my energies with immediate renewed personal and career success CIO, Telco, South Africa
Thanks for your time and the fantastic course, delivered in Auckland recently. Looking forward to attending in June – will see if I can bring some colleagues!! Neal Ross, Chief Technology Officer, Ricoh, Australia
The detail was very relevant and extremely well presented. Steve is a great communicator and spoke extremely well. Paul Botes, Senior Manager, Standard Bank, South Africa
Brilliant Workshop. The speaker was awesome and gave great guidance on matters I am finding in the workplace. Cindy-Lee Muller, Marketing Coordinator, TPN Credit Bureau, South Africa
The workshop is highly recommended for anyone who wishes to simplify and thereby enhancing satisfaction. The speaker is immensely knowledgeable and demonstrates vast experience in the subject. David Mulovhedzi, Senior Manager, DPSA, South Africa
I did the training 2 weeks ago and it completely changed my world. Since then things are going really fast within our organisation. The rest of the guys in our executive team are completely sold on the concepts. To be honest I did not think it would happen that quick. Nachiket Gole, Chief Information Officer, Cap Gemini, India
You’ve fundamentally changed the way I think about every process. And inspired me to try Outside-In (OI) in all walks of life. The first two levels should be included in educational curriculums (yes, even at the junior levels). If everyone started applying OI, the world would be… where it should be. Mahesh Mirchandani, Group CTO, TruDoc HealthCare
If you are looking to improve your own professional then I would recommend the program and Techniques Stephen Nicholson, Certified Process Professional Master, BPM Systems, Australia
Excellent presentation, clear and concise. Absolutely Gripping Devendra Maisnam, Business Analyst, National E-Health Transition Authority, Australia
Thanks to you for a fantastic mentoring programme … I am an Outside-In fan now ! Jimmy Cuadra, CIO, ICI Paints Asia Pacific, Singapore
I was struck with awe on your versatile yet practical experience. Thanks for the wonderful session on CPP this week Syed Raashid, Specialist, Qatar Energy, UAE
Thanks again for the fantastic course and insights you provided. Sean Schurmann, Consultant, e&e Solutions, Australia.
Just a short note to say thanks again for the course. It was a truly mind-blowing experience and I will never think about process the same way again. Craig Reid, CEO & Founder, Professional Holiday Homes.
I wanted to tell you how much I enjoyed the book! It really helped tie together various concepts and practices I have been evolving towards over a number of years, crystallizing them into a simple but powerful framework. Steve Melville, Support Delivery Director, Oracle, USA.
Steve led the best training sessions I have ever taken in my 20+ years as a professional. After those sessions, I was able to have an immediate impact on my organization. Steve is a very sharp, personable, interesting individual and a real pleasure to work with. I continue to remain in regular contact with Steve and consider him an invaluable resource on BPM and on change management in general. Mark Barnett, Director of Global Process Practice, ACN, Inc. USA
I would like to thank you for a wonderful experience for me to know the nuances of ABPM. Taking us to a new level on how to view processes & implement by way of sharing your wealth of experience and enlightening us with the case studies & exercises. Director Quality Management Group, 3i Infotech Ltd., India
Exceptional and life-transforming. This training should be on every corporate agenda CIO, Apotex Pharmaceutical, Canada
Simple and different concepts which is path-breaking and easy to understand and deploy Director Business Consulting, Chennai, India
Excellent – he is a very good leader Senior Quality Analyst, AEC, Saudi Arabia
I want to thank you for the great content and coaching that you provided, the concepts resonated even more clearly when presented with your enthusiasm and experience. Director, H&R Block, USA
I really enjoyed last week and really learned a lot. I feel I had a Eureka moment yesterday when the wholeprocess diagnostics suddenly clicked into place. I remember you saying that once you grasp this, you will never look at processes in any other way. I am now actively evangelizing the CEM approach with our team. Senior Analyst, Investment Bank, London
Steve is an inspiring global thought leader. He is a creative visionary working on the edge of breakthrough change. Kenneth Mortimer, Principal, MBA & Associates Ltd
You are the tops! Everyone in the field should be exposed to the techniques experienced in this course. Personnel Director, Business Management, Bank of America
…was so helpful. The ability to ask questions/having a discussion after the day’s end was extremely good. I really appreciated the professional approach Telco Director, CIO of CEU, Hungary
Steve, as you know, I’ve been an advocate and activist for you and your program for over 10 years – the skill set that I received from you and your insights are essential and are key to keeping me relevant and preferred by my clients across so many business industries. Keep going, Steve, I appreciate it. Maxx Kochar, C.P.P., A.A.E., Sustainable Development Consultant, Silver Dart Group, North America
I think it’s been a lot of fun. It’s a practical process. It’s quite clearly mapped. You can understand; I think that’s how I’ve experienced it. There’s a real tying together of the Outside-in to a pragmatic way of thinking about improvement to an empirical base, to show people that it’s real and to do it quickly and I think that’s been refreshing. Reynardt Uys, CEO and co-founder, Fringe Studios, Johannesburg, South Africa
It was engaging, it was quick. I found it to be very practical. And very comprehensive So that, that was excellent. Also to see how many industries it has been applied to. I think there’s a real a track record there which increases my confidence in all of this.We now have Outside-In dashboards. We see it’s quantifiable. It’s not what I call fufu shihi which is, all the other stuff. But it’s like, to the point and I can see it’s executive. Nehal Shah, MD and co-founder, Fringe Studios, Johannesburg, South Africa
“This course provided a terrific holistic framework for how I can more richly think about how MOTs connect to Customer Experience and Customer Journey Management. It’s a terrific program that I’d recommend and encourage Professionals to strongly consider.”
Jim Lecinski, Professor, Kellogg School of Management
(Jim is the creator of ZMOTs and Micro MOTs as a VP at Google 2006-2018)
L.G. Lavengood Outstanding Professor of the Year Award (2022)
Choosing the best customer experience, customer journey management and process courses with professional qualifications can be a challenge. Read these testimonials from hundreds of clients and they will make your mind up.
Don’t miss out on transforming your customer interactions. Discover how CEMMethod v15 can elevate your business and create unforgettable experiences for your customers. Act now and see the difference!
Here are the concepts, techniques, tips and tricks available now.
The table below outlines various concepts, acronyms, and explanations of the CEMMethod v15 for customer experience management.
Key concepts include Moments of Truth (MOTs), Handovers (HOs), Business Rules (BRs), Customer Outcomes, the Triple Crown, the Disruption Factor, and measurement approaches like the Outside-In Dashboard.
MOTs, HOs, and BRs are core diagnostics that map and analyze the customer journey.
The goal is to drive improvements by transitioning from current to future state MOTs, HOs and BRs.
Customer Outcomes, ABACUS, CX6, and the Triple Crown framework focus on metrics and measurement.
Tools like the Disruption Factor, Outside-In Dashboard, and CX Diagnostic Relationship Map visualize and quantify the customer experience.
The methodology provides a systematic way to transform organizations and optimize customer experiences.
Here is the overview of the main CEMMethod concepts:
CEMMethod v15 Concepts
Ref.
Concept
Acronym
Explanation
1
Business Outcome Based Costing
BOBC
The costs associated with achieving a particular Business Outcome
2
Business Rules
BR
A BR is any decision point in an Experience.
3
Business Rules Type
BRT
“There are three kinds of Business Rules (a) Strategic (b) Regulatory, and (c) Operational”
4
Causal Flow
CF
“Causal Flow is a visual representation of the Cause and Effect relationships between MOTs, Hos and BRs.”
5
Customer Attributes
CA
Describe customers as if they are your friends (rather than segment by circumstance with demographics)
6
Customer Categorisation
CCAT
Customer Categorisation identifies three types of Customer (a) Funders (b) Watchers and (c) Enablers.
7
Customer Expecations
CEX
Customer expectations are the set of behaviors or actions that customers anticipate when interacting with a company’s products or services.
8
Customer Experience Audit
CXA
A customer experience audit is a comprehensive assessment of customers’ interactions and perceptions of a brand during every touchpoint of the customer journey.
9
Customer Experience Diagnostic Relationship Map
CXRM
“This technique is a visual representation of the cause and effect relationship between Moments of Truth, Handovers and Business Rules across a customer experience.”
10
Customer Experience Diagnostics
CXD
“The CX diagnostics include Moments of Truth, Handovers and Business Rules. Referred to as ‘diagnostics’ they are the ultimate Cause of Work.”
11
Customer Experience Justification Deck
CXJ
“A management deck that builds the case for Customer Experience. It uses as its justification the Triple Crown idea of simultaneously growing revenues, reducing costs and improving service.”
12
Customer Experience Lifecycle Elements
ABACUS
“The elements of the Customer Experience including Awareness, Buyin, Acquisition, Customisation, Use and Share.”
13
Customer Experience Lifecycle Map
CXLM
A visual representation of the MOTs in the context of the ABACUS elements.
14
Customer Experience Management Office
CXMO
The means to transform an organisation from the Outside-In.
15
Customer Experience Map
CXM
A representation of the Causes of Work and their associated tasks and Activities.
16
Customer Experience Six Measurement
CX6
The Outside-In CX measurement approach that goes way beyond traditional measures like NPS and CSat
17
Customer Outcome Based Costing
COBC
The costs associated with achieving a particular Customer Outcome
18
Customer Performance Landsape
CPL
A representation of the relationship between everyone and everything connected to the Successful Customer Outcome.
19
Disruption Factor
DF
A calculation based on MOTs and HOs that demonstrates the degree of disruption created by a change to the Customer Experience.
20
Disruption Factor Chart
DFC
“A graph of the status of the Disruption Factor including these elements: Death Spiral, Chaos, Uncontrolled, Inefficient, Optimised and Ideal.”
21
Disruption Factor Improvement
DFI
The improvement possible from the Current State CX to the Future State CX. Usually expressed as a % improvement.
22
Disruption Factor Status
DFS
The current Disruption Factor score.
23
Four Es Approach
4EA
An advanced measurement technique relying on objective data for 100% of MOTs
24
Future State Customer Experience
FSCX
“The MOTs, HOs and BRs associated with the Future State.”
25
Handover
HO
Any interaction in the Customer Experience not directly involving the customer.
26
Handover Type
HOT
“The type of Handover which could be Person-Person (PP) Person-System (PS) System-Person (SP), and System-System (SS)”
27
Key Customer Outcome
KCO
Part of the Customer Performance Landscape Key Customer Outcomes feed into the Successful Customer Outcome. They are documented also within the Successful Customer Outcome Canvas.
28
Moments of Truth
MOT
Any interaction with the Customer.
29
Moments of Truth Action Plan
MOTAP
The migration plan of Current State MOTs to Future State MOTs
30
Moments of Truth Level
MOTL
“MOTs can be at three levels: Macro, Operational and Micro.”
31
Moments of Truth Owner
MOTO
“The MOT owner. Ideally an individual, more often a department.”
32
Moments of Truth Type
MOTT
“The type of Moment of Truth which could be Person-Person (PP) Person-System (PS) System-Person (SP), and System-System (SS), Person-Product/Service or Prodct/Service-Person”
33
North Star Alignment Template
NSAT
A matrix which states the organisation objectives and the individual/team objectives
34
North Star Metrics
NSM
The aggregation and prioritisation of all SCOC Key Customer Outcomes.
35
OI Task Activity Map
OITAM
Two layers within the Customer Performance Landscape showing tasks and activiites.
36
Organisation Readiness & Competence Assessment
ORCA
The maturities model for the Habitat of the organisation.
37
Organisphere Relationship Map
ORM
“The relationship diagram showing the customer, the inner circle and the outer circle and their connections.”
38
Organisphere Structure Diagram
OSD
A picture of all the organispheres for certain/all categories of customer
39
Outside-In Action Plan
OIAP
The action plan with responsibilities and timescales for moving from current to future state
40
Outside-In Dash Framework
OIDF
A five day model of reviewing any inititaive to generate an actionable plan by day 5 delivering triple crown benefits within a month
41
Outside-In Dashboard
OID
A complete picture of the key metric to be monitored and controlled as part of the migration to customer centricity
42
Outside-In Innovation Landscape
OIIL
An itemised list of possible innovations and their associated value
43
Outside-In Migration Plan
OIMP
A prioritised listing of deployments to achieve Outside-In Customer Experience culture
44
Outside-In Stakeholder Assessment Matrix
OISAM
Key players impacting the outside-In Migration Plan
45
Outside-In Strategic Control System
OISCS
The strategic and operation approach for implementing the CEMMethod
46
Outside-In Strategic Matric
OISM
A matric contrasting the Process view (industrial age) with the Customer view (Outside-In age)
47
Points of Failure
POF
A formulaic approach to understand the status of an experience
48
Points of Failure Action Plan
POFAP
Moving from inside-out to Outside-In requires specific actions and ownership. The action plan details these.
49
Points of Failure Documentation
POFDOC
The document that identifies the removal of Moments of Truth and the associated benefits
50
Proactive-Reactive Index
PRI
A calculation based on how proactive an experience is converted into an index to understand the % improvements
51
Process Performance Landscape
PPL
A representation of the relationship between the processes and systems connected to the Successful Customer Outcome.
52
Red Amber Green Analysis
RAGA
A listing of metrics contrasting outputs measures v. outcome measures.
53
Risk Evaluation Table
RET
Not every MOT is created equal. The RET assess the likelihood of failure at any MOT within an experience.
54
Risk Impact Matrix
RIM
A visual comparison of the MOTs regarding the impact of failure against the customer and organisation vectors.
55
Six Step Innovation
6Si
An Outside-In measurement system that can assess the performance of experiences and their associated MOTs
56
Successful Customer Outcome
SCO
The stated achievement of customer needs by delivering against outside-In measures identified in the SCOC.
57
Successful Customer Outcome Canvas
SCOC
“Eight questions answered that build an objective understanding of a customers needs, expectations and aspirations.”
58
Triple Crown
TC
“The simultaneous ability to grow revenues, reduce costs and enhance service.”
59
Triple Crown Value
TCV
A measurement of the scale of the Triple Crown wins.
You can access the CEMMethod through the
BP Group and Partners professional qualifications, including:
“This course provided a terrific holistic framework for how I can more richly think about how MOTs connect to Customer Experience and Customer Journey Management. It’s a terrific program that I’d recommend and encourage Professionals to strongly consider.”
Jim Lecinski, Professor, Kellogg School of Management
(Jim is the creator of ZMOTs and Micro MOTs as a VP at Google 2006-2018)
L.G. Lavengood Outstanding Professor of the Year Award (2022)
Choosing the best customer experience, customer journey management and process courses with professional qualifications can be a challenge. Read these testimonials from hundreds of clients and they will make your mind up.
👉GENERATE 15-20% IMPROVEMENT ON MEASURABLE BUSINESS METRICS!📈
Review the best course for CX and Process Transformation. In fact, the BPGs best selling program.
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THANK YOU so much for a really wonderful learning experience. This course provided a terrific holistic framework for how I can more richly think about MOTs . It’s a terrific program that I’d recommend and encourage others to consider strongly. Jim Lecinski, Professor of Marketing, Kellogg School of Management, USA (former SVP at Google where he invented the Z-MOT and Micro MOTs)
Thank you for being an amazing mentor, guru & inspiration. You truly have a way of bringing all principles, especially the divine principles, back into the workplace. Thank you for empowering me to see a different view. Nancy Moodley, Head of Customer Experience, Digital & CRM, Nissan Africa
What an incredible experience. We loved every minute and we’re super excited to up our game. Sarina de Beer, Managing Director at Ask Afrika
An excellent course enabling engineering of a great customer experience! Gavin Smith, Continuous Improvement Lead, Industrial Development Corporation, South Africa
Thank you, Steve, for the high quality & insightful training you delivered. Your innovative approach, critical thinking & up to date case studies facilitated this achievement 👍 Muath Al-Azzam, Principal Services & Operations Specialist, Dubai Municipality, United Arab Emirates
What an amazing journey to Accredited ACX Coach, this experience has completely transformed how we measure, collaborate, communicate and innovate with the customer in mind. Keen to guide the next willing souls on this journey. Durrel Ramrathan, Senior Analytics & AI Leader & ACX Mentor, Multichoice, South Africa
Thanks, Steve, for providing a great learning platform. It was inspiring to hear your experiences as they presented a great source of knowledge. Not only have you been a fantastic mentor to me but you have taught me how to mentor others. Thanks for being so supportive and getting me through. Chandan Chabbra, Head of Content, MX Live, MX Player, India
Thank you, the experience was enlightening, empowering, educating, encouraging and engaging. Natasha Doren, Eskom Pension and Provident Fund, South Africa
I have to say, every day since I left Denver, I have been able to apply some of my learning during the event into not only my job but my personal life as well. Thank you so much for everything you’ve done to advance the field of customer experience! Brett Gill, Regional Sales Manager, Morrison Container Solutions, United States
Another fantastic learning, personal and professional development experience with you! Lyall Shapiro, Head of Experience, Design & Fulfilment Transformation, Australia
Thank you Steve, very intense 4 days but amazing and already putting it into practice! Edwin De Lange, CX Principle, Immersion Group, South Africa
Thank you so much Steve.. this achievement means a lot to me & huge credit goes to you.. looking forward to my next learning Amal Shaira, Director– Head of Client Service Improvement, Business Planning & Strategy, National Bank of Abu Dhabi, UAE
An honour to work with you Steve. A fantastic course Kath Milne, Director & Chairperson, Equality Lawyers, Australia
What an amazing journey to Accredited ACX Coach, this experience has completely transformed how we measure, collaborate, communicate and innovate with the customer in mind. Keen to guide the next willing souls on this journey. Durrel Ramrathan, Senior Analytics & AI Leader & ACX Mentor, Multichoice, South Africa
Thanks very much for an amazing course! You are a fantastic facilitator and I’m truly blessed to have you share your wisdom with us. Jenny Simpson, Associate Director, National Australia Bank, Sydney, Australia
Learning by doing and exploring up to date real-life is what the program is all about. This is my third course with Steve, and I have witnessed tremendous improvements to its content and delivery, and have never failed to leave amazed by the power of the techniques. Saud Albuainain, Director Business Transformation, EY, Saudi Arabia
A year after training in London just wanted to shoot a note of my continued gratitude. Hope to remain involved in the events and work with you again.. that mentoring was beyond invaluable. Juliana Coates, Member Services, University of Albany, New York
I’m writing to endorse the program. It completely changed the way I think. Steve Towers taught us amazing secret techniques of improvement. The program allowed me to apply all the learnings immediately after the training. Very effective training with a wealth of knowledge to share. This is a must training for everyone who’s interested in making their lives better! Maria T Ferreira AVP, Client Experience Process Improvement Citi, New York
Steve has an amazing insight into some of my personal challenges and really helped through his mentoring for me to refocus my energies with immediate renewed personal and career success CIO, Telco, South Africa
Thanks for your time and the fantastic course, delivered in Auckland recently.
Looking forward to attending in June – will see if I can bring some colleagues!!
Neal Ross, Chief Technology Officer, Ricoh, Australia
The detail was very relevant and extremely well presented. Steve is a great communicator and spoke extremely well. Paul Botes, Senior Manager, Standard Bank, South Africa
Brilliant Workshop. The speaker was awesome and gave great guidance on matters I am finding in the workplace. Cindy-Lee Muller, Marketing Coordinator, TPN Credit Bureau, South Africa
The workshop is highly recommended for anyone who wishes to simplify and thereby enhancing satisfaction. The speaker is immensely knowledgeable and demonstrates vast experience in the subject. David Mulovhedzi, Senior Manager, DPSA, South Africa
I did the training 2 weeks ago and it completely changed my world. Since then things are going really fast within our organisation. The rest of the guys in our executive team are completely sold on the concepts. To be honest I did not think it would happen that quick. Nachiket Gole, Chief Information Officer, Cap Gemini, India
..You’ve fundamentally changed the way I think about every process. And inspired me to try Outside-In (OI) in all walks of life. The first two levels should be included in educational curriculums (yes, even at the junior levels). If everyone started applying OI, the world would be… where it should be. Mahesh Mirchandani, Group CTO, TruDoc HealthCare
If you are looking to improve your own professional life then I would recommend the program and Techniques Stephen Nicholson, Certified Process Professional Master, BPM Systems, Australia
Excellent presentation, clear and concise. Absolutely Gripping Devendra Maisnam, Business Analyst, National E-Health Transition Authority, Australia
Thanks to you for a fantastic mentoring programme … I am an Outside-In fan now ! Jimmy Cuadra, CIO, ICI Paints Asia Pacific, Singapore
I was struck with awe on the versatile yet practical experience that you shared. Thanks for the wonderful session on CPP this week Syed Raashid, Specialist, Qatar Energy, UAE
Thanks again for the fantastic course and insights you provided. Sean Schurmann, Consultant, e&e Solutions, Australia.
Just a short note to say thanks again for the course. It was a truly mind blowing experience and I will never think about process the same way again. Craig Reid, CEO & Founder, Professional Holiday Homes.
I wanted to tell you how much I enjoyed the book! It really helped tie together various concepts and practices I have been evolving towards over a number of years, crystallizing them into a simple but powerful framework. Steve Melville, Director, Oracle, USA.
Steve led the best training sessions I have ever taken in my 20+ years as a professional. After those sessions, I was able to have an immediate impact on my organization. Steve is a very sharp, personable, interesting individual and a real pleasure to work with. I continue to remain in regular contact with Steve and consider him an invaluable resource on BPM and on change management in general. Mark Barnett, Director of Global Process Practice, ACN, Inc. USA
I would like to thank you for a wonderful experience for me to know the nuances of ABPM. Taking us to a new level on how to view processes & implement by way of sharing your wealth of experience and enlightening us with the case studies & exercises. Director Quality Management Group, 3i Infotech Ltd., India
Exceptional and life-transforming. This training should be on every corporate agenda CIO, Apotex Pharmaceutical, Canada
Simple and different concepts which is path-breaking and easy to understand and deploy Director Business Consulting, Chennai, India
Excellent – he is a very good leader Senior Quality Analyst, AEC, Saudi Arabia
I want to thank you for the great content and coaching that you provided, the concepts resonated even more clearly when presented with your enthusiasm and experience. Director, H&R Block, USA
I really enjoyed last week and really learned a lot. I feel I had a Eureka moment yesterday when the whole process and CX diagnostics suddenly clicked into place. I remember you saying that once you grasp this then you will never look at processes in any other way. I am now actively evangelizing the CEM approach with our team. Senior Analyst, Investment Bank, London
Steve is an inspiring global thought leader. He is a creative visionary, working on the edge of breakthrough change. Kenneth Mortimer, Principal, MBA & Associates Ltd
You are the tops! Everyone in the field should be exposed to the techniques experienced in this course. Personnel Director, Business Management, Bank of America
…was so helpful. The ability to ask questions/having a discussion after the day’s end was extremely good. I really appreciated the professional approach Telco Director, CIO of CEU, Hungary
“This course provided a terrific holistic framework for how I can more richly think about how MOTs connect to Customer Experience and Customer Journey Management. It’s a terrific program that I’d recommend and encourage Professionals to strongly consider.”
Jim Lecinski, Professor, Kellogg School of Management
(Jim is the creator of ZMOTs and Micro MOTs as a VP at Google 2006-2018)
L.G. Lavengood Outstanding Professor of the Year Award (2022)
A cornerstone of the best CX companies is their ability to win the Triple Crown. What is that and How Can You win it too.
Image Source: Unsplash
In today’s highly competitive business landscape, companies of all sizes and industries face the challenge of achieving sustainable, profitable growth. Traditional strategies focused on new customer acquisition are no longer sufficient in a world where offerings are becoming increasingly commoditized and digital-native firms disrupt the market with innovative and personalized offers. To overcome these challenges, companies need to shift their focus towards their most powerful competitive advantage: their existing customer base.
The Power of Experience-Led Growth
According to McKinsey, compensating for the value of one lost customer can require the acquisition of three new customers. On the other hand, 80% of the value creation achieved by the world’s most successful growth companies comes from unlocking new revenues from existing customers. These companies have mastered the art of experience-led growth, a strategy that revolves around providing a distinctive customer experience (CX) consistently and proactively.
Experience-led growth is a powerful strategy that sets successful companies apart from their competitors. It allows them to entice existing customers to choose their brand, leading to behavior changes that can be measured by concrete financial metrics such as share of wallet, repeat purchases, or net revenue retention (NRR). Companies that prioritize customer experience and delight their customers are able to achieve greater value from their current customer base, resulting in significant financial outcomes.
Shut Up and Listen to Your Customers
One classic example of experience-led growth is the transformation of a mobile telecom operator that faced an existential crisis. The company was losing customers to competitors who offered better network coverage and enticing cut-price offers. In an effort to retain customers, the company used contracts to lock them in, but this strategy backfired and created resentment among customers.
The CEO of the telecom operator had a wake-up call when he listened in to customers’ calls to the call centers during his morning commute. The frustration expressed by customers shocked him and prompted a turnaround in the company’s approach. The company eliminated contracts, allowed anytime upgrades, made every new customer offer available to existing customers, and improved its network. Additionally, the company reinvented its approach to service.
The results were remarkable. Customer satisfaction ratings jumped from worst to first in the industry, and customer churn rates were reduced by 75 percent. Over a three-year period, the company’s revenues nearly doubled, outpacing its key competitors’ revenue growth threefold. This success story emphasizes the importance of listening to customers and addressing their pain points to drive growth.
The Link Between CX and Revenue Growth
There is a strong correlation between a company’s CX ratings and its revenue growth. McKinsey’s analysis shows that companies that are leaders in CX achieved more than double the revenue growth of “CX laggards” between 2016 and 2021 in the United States. Furthermore, CX leaders rebounded from the COVID-19 pandemic more quickly than other companies.
Growth outperformers are more likely to know their customers personally, have a compelling growth story, and use predictive analytics to deliver the right messages to the right customers at the right time. These companies prioritize long-term growth over short-term profit and cultivate growth from existing customers by making it enjoyable to use more of their products and services over time.
The Three Pillars of Experience-Led Growth
Experience-led growth strategies rest on three pillars: setting a clear growth aspiration and purpose, transforming the business through customer-centricity, and enabling the change by reimagining culture and capabilities.
Setting a Clear Growth Aspiration and Purpose
Companies executing experience-led growth strategies start by defining a clear vision for their desired financial outcome. Instead of driving CX for its own sake, these companies prioritize the customer experiences that will deliver the desired outcomes. They also identify the metrics they will use to measure success, such as share of wallet, repeat purchases, or NRR.
For example, a major logistics company set a bold aspiration to become the logistics player of choice for both its business customers and their end-customers. The company aimed to build long-term, value-generating relationships with customers by providing exceptional experiences. This aspiration was closely tied to additional revenues targeted in the hundreds of millions of dollars.
Transforming the Business: Reinventing Customer-Centricity
Leaders in companies executing experience-led growth strategies understand the pain points that hinder growth and translate their ambitions into redesigned customer journeys and an effective cross-functional operating model. They are adept at expanding revenue pools by inventing new offerings and experiences.
A global B2B power-tools company recognized the need for a step change in its approach to CX to remain ahead of competitors. The company set a clear aspiration for its CX transformation: faultless reliability, accessibility, and transparency. It redesigned customer journeys, identified key moments of truth, and implemented actionable “voice-of-the-customer” metrics. These efforts led to tangible improvements in customer journeys and continued double-digit annual revenue growth.
Enabling the Change: Reimagining Culture and Capabilities
Large companies implementing experience-led growth strategies must shift their organizational cultures and build new capabilities. These capabilities range from design thinking to cross-functional collaboration to effective use of CX measurement insights, ensuring sustained improvements in wallet share, cross-sell rates, and retention rates.
A major regional healthcare provider embarked on a multi-year transformation by training employees on agile ways of working and implementing powerful new advanced analytics capabilities. The company developed a customer data hub that aggregated millions of records from multiple data sets. This enabled the provider to build machine-learning models that triggered proactive interventions based on data-driven analysis. The improved capabilities enabled the company to sustain the benefits of its transformation over time.
The Benefits of Experience-Led Growth
Successful experience-led growth strategies can deliver a range of significant financial benefits. According to McKinsey, these strategies can increase cross-sell rates by 15 to 25 percent, boost companies’ share of wallet by 5 to 10 percent, and improve customer satisfaction and engagement by 20 to 30 percent.
Companies that prioritize customer experience and embrace experience-led growth deliver 30 percent higher Total Return to Shareholders (TRS) and nearly double the shareholder value compared to their industry peers, on average. These companies achieve sustainable revenue growth by providing exceptional experiences to their existing customers.
Conclusion
In a world where offerings are increasingly commoditized and disruptive digital-native firms target customers with innovative and personalized offers, companies must shift their focus to their existing customer base. Experience-led growth is a powerful strategy that allows companies to unlock new revenues from existing customers. By providing a distinctive and proactive customer experience, companies can drive sustainable, profitable growth.
To succeed with experience-led growth, companies must set clear growth aspirations and link them to value. They must transform their businesses by reinventing customer-centricity, redesigning customer journeys, and expanding revenue pools
Do You want the Inside track? Let’s talk! A no obligation discovery chat where I will provide specific examples and valuable takeaways you can use immediately to deliver PRAGMATIC CX success.
“This course provided a terrific holistic framework for how I can more richly think about how MOTs connect to Customer Experience and Customer Journey Management. It’s a terrific program that I’d recommend and encourage Professionals to strongly consider.”
Jim Lecinski, Professor, Kellogg School of Management
(Jim is the creator of ZMOTs and Micro MOTs as a VP at Google 2006-2018)
L.G. Lavengood Outstanding Professor of the Year Award (2022)
A cornerstone of the best CX companies is their ability to win the Triple Crown. What is that and How Can You win it too.
🌎 The ongoing challenge for any business is Growing Revenues, Improving Service and Reducing Costs. The best examples can do this simultaneously. Doing that is called winning the Triple Crown 👑
20 years ago, I worked with a multinational company on a massive transformation program. One day, my colleague had an epiphany: if we could simplify work, we could lower costs.
And if we could achieve successful customer outcomes (SCO) more quickly and with fewer bumps in the road, we would grow revenue.
But that wasn’t enough for us. We wanted to improve service measurably by better aligning our transformation and the resulting processes and experiences with the SCO.
So we set out to create something new and exciting. We called it Triple Crown, and it was first introduced in a book I co-wrote in 2006 called “Customer Expectation Management – Success without Expectation”.
Since then, Triple Crown has become our go-to offering and has often helped us deliver for our client’s double-digit growth.
If you want to know more about Triple Crown benefits and how to implement the approach that makes it real (within days) reach out for a 15-30 minute conversation here:
“This course provided a terrific holistic framework for how I can more richly think about how MOTs connect to Customer Experience and Customer Journey Management. It’s a terrific program that I’d recommend and encourage Professionals to strongly consider.”
Jim Lecinski, Professor, Kellogg School of Management
(Jim is the creator of ZMOTs and Micro MOTs as a VP at Google 2006-2018)
L.G. Lavengood Outstanding Professor of the Year Award (2022)
Incredibly inspiring words from a unique man – Steve Jobs
When you grow up, you tend to get told that the world is the way it is and that your life is just to live inside the world. Try not to bash into the walls too much. Try to have a nice family life. Have fun, and save a little money. But life that, that’s a very limited life. Life can be much broader once you discover one simple fact, and that is everything around you that you call life.
Was made up by people that were no smarter than you. And you can change it, you can influence it, you can build your own things that other people can use. And the minute that you understand that you can poke life and actually something will, if you push in, something will pop out the other side that you can change it, you can mold it.
That’s maybe the most important thing is to shake off this erroneous notion that life is there and you’re just gonna live in it, versus embrace it, change it, improve it, make your mark upon it. I think that’s very important. And however, you learn that once you learn it you’ll want it to change your life and make it better.
Cuz it’s messed up in a lot of ways. Once you learn that, you’ll never be the same again.
Steve Towers, BPG’s Chief Experience Officer, is an expert in customer experience and process transformation who enjoys spreading his enthusiasm for this field through coaching, consultancy, keynote talks and books (twelve published).
Through the CEMMethod®, now in version 15, he and the BPG affiliates help companies win the triple crown 👑 —the simultaneous ability to Grow Revenue, Reduce Costs, and Improve service.
With over four decades of experience working with large enterprises worldwide, Steve has distilled the successful strategies of top-performing organizations into a proprietary methodology that can be easily imparted to CX and Process teams and executives.
His forte lies in envisioning the future of customer-centricity, customer experience, process management and realizing long-term benefits from business transformation. Steve’s approach combines customer-focused thinking, cutting-edge technologies, and a human touch.
Steve is also an entrepreneur and an early-stage investor in innovative software companies.
With the emphasis growing on Cost Reduction how can we do that in a constructive way that also delivers better Successful Customer Outcomes?
In today’s competitive business landscape, companies constantly seek ways to lower costs, increase revenues, and improve service to remain relevant and profitable. One proven approach to achieving these goals is by adopting the Customer Experience Management Method (CEMMethod), which includes the Triple Crown approach; this focuses on delivering Successful Customer Outcomes (SCOs) through North Star Alignment and Outside-In thinking.
This article will discuss how the CEMMethod, combined with innovative technologies such as AI, Digitization, and Machine Learning (ML), can lead to significant cost reductions and overall business improvement.
The Triple Crown Philosophy
The Triple Crown management philosophy focuses on achieving three key outcomes: lower costs, higher revenues, and improved service. This is accomplished by shifting from an Industrial Age mindset, which emphasizes internal processes and efficiency, to an Outside-In perspective that prioritizes customer needs and experiences.
The Outside-In approach, championed by thought leaders like Steve Jobs, Jeff Bezos, Tony Hsieh, Richard Branson, and others, involves understanding the Key Customer Outcomes (KCOs) and aligning all aspects of the organization to deliver these outcomes. This North Star Alignment ensures that every decision and action contributes to customer success, ultimately leading to Triple Crown Benefits.
Successful Customer Outcome Canvas
A crucial tool in the Triple Crown methodology is the Successful Customer Outcome Canvas (SCOC). This framework helps organizations identify and prioritize the most critical KCOs, the foundation for all business activities. By focusing on these KCOs, companies can eliminate unnecessary work, streamline operations, and reduce costs.
Outside-In Strategic Matrix
The Outside-In Strategic Matrix (OISM) is another essential component of the Triple Crown approach. This OISM provides a comprehensive view of the organization’s current approach to CX improvement and the actual Customer’s real experience. It is often initially reported that organizations have an incorrect definition of Customer Experience in seeing things from their perspective rather than the customers.
Through the OISM, companies can create a roadmap for achieving SCOs and transforming their businesses.
Six-Step Innovation
The Six Step Innovation process (6Si) supports the Triple Crown approach, which guides organizations through adopting Outside-In thinking and delivering SCOs. These steps involve:
Defining the target area: Identify the process or area that needs improvement.
Identifying Customer Interactions: Determine the obstacles and challenges that hinder the delivery of SCOs.
Describing Actions: Develop strategies and solutions to eliminate Customer Interactions and achieve SCOs.
Conducting Cost and Benefits Assessments: Analyze the potential impact of each action on costs, revenues, and service quality.
Implementing the Innovation improvements
Migrating the Cutomer Experiences to the new way Prioritize the most effective actions based on their potential for achieving Triple Crown Benefits.
Customer Experience Management Method (CEMMethod)
The Customer Experience Management Method (CEMMethod) is a comprehensive framework developed by the BP Group and Steve Towers that combines the principles of Outside-In thinking, North Star Alignment, and Triple Crown Benefits. Initially identified in the ’90s by then SVP of Research at Gartner, Jim Sinur, the Triple Crown approach helps organizations adopt a customer-centric approach, leading to significant cost reductions and improved business performance.
Customer Performance Landscape
The customer performance landscape is a term used to describe the overall environment in which customers interact with businesses. It includes factors such as the customer’s needs, expectations, and preferences, as well as the business’s products, services, and overall customer experience.
The customer performance landscape constantly evolves as customers become more demanding and businesses strive to provide better experiences. As a result, it is essential for companies to continually monitor and adapt to the changing landscape to remain competitive.
There are several factors that businesses can consider when assessing the customer performance landscape. These include:
The customer’s needs and expectations: What are the customer’s needs and wants? What do they expect from the business?
The business’s products and services: How do the business’s products and services meet the customer’s needs and expectations?
The overall customer experience: What is the customer’s overall experience with the business? Is it positive, negative, or somewhere in between?
By understanding the customer performance landscape, businesses can make informed decisions about improving their products, services, and overall customer experience. This can lead to increased customer satisfaction, loyalty, and revenue.
Examples of Cost Reduction Through the CEMMethod
Here are three examples of how adopting the CEMMethod and Triple Crown philosophy can lead to significant cost reductions:
Insurance claims processing: An automotive insurance company significantly reduced costs by streamlining its processing system, focusing on delivering the Successful Customer Outcome of a quick and hassle-free claims experience. The company achieved cost savings and improved customer satisfaction by eliminating unnecessary work and adopting AI and ML technologies.
Global B2B supply chain: A global B2B company rationalized its supply chain and shifted its focus toward the Successful Customer Outcome for its clients, resulting in significant cost reductions. By aligning all aspects of the organization toward customer success, the company was able to eliminate inefficiencies and optimize resources.
Pharmaceutical technology: A pharmaceutical company reduced costs by 66% by updating its technology infrastructure and introducing AI to handle labor-intensive tasks. This shift allowed the company to focus on delivering the Successful Customer Outcome of providing high-quality medications to patients more efficiently and cost-effectively.
Global Utility company: In an extensive digitization program, a Customer Performance Landscape was built to demonstrate the connection between IT systems and the delivery of the Successful Customer Outcome. Within a month, it was identified that seventeen of the existing systems no longer contributed to the newly articulated SCO and, after analysis, could be removed. The resulting benefits included the Triple Crown with similar efficiency, effectiveness, and productivity improvements.
Embracing AI, Digitization, and Machine Learning (ML)
Adopting innovative technologies such as AI, Digitization, and ML is crucial for organizations looking to achieve Triple Crown Benefits. By automating repetitive tasks, optimizing resources, and uncovering valuable insights from data, these technologies can help companies reduce costs and improve customer experiences.
AI and ML in Customer Service
One effective way to reduce costs and enhance service quality is by implementing AI and ML technologies in customer service operations. Smart Chatbots, for example, can handle routine inquiries and resolve issues quickly, freeing up human agents to focus on more complex tasks. This approach reduces operational costs and improves customer satisfaction and loyalty.
Digitization in Supply Chain Management
Digitization can lead to significant cost reductions in supply chain management by streamlining operations and increasing visibility across the entire supply chain. Companies can optimize inventory levels, reduce lead times, and minimize waste by adopting digital solutions such as IoT devices, predictive analytics, and real-time data sharing.
Conclusion
The CEMMethod hooked to the Triple Crown philosophy, focusing on delivering Successful Customer Outcomes through North Star Alignment and Outside-In thinking, offers a proven approach to reducing costs, increasing revenues, and improving the service quality. Organizations can transform their businesses, achieve Triple Crown Benefits, and thrive in today’s competitive market by adopting this methodology, along with innovative technologies like AI, Digitization, and ML.
Steve Towers, BPG’s Chief Experience Officer, is an expert in customer experience and process transformation who enjoys spreading his enthusiasm for this field through coaching, consultancy, keynote talks and books (twelve published).
Through the CEMMethod®, now in version 15, he and the BPG affiliates help companies win the triple crown 👑 —the simultaneous ability to Grow Revenue, Reduce Costs, and Improve service.
With over four decades of experience working with large enterprises worldwide, Steve has distilled the successful strategies of top-performing organizations into a proprietary methodology that can be easily imparted to CX and Process teams and executives.
His forte lies in envisioning the future of customer-centricity, customer experience, process management and realizing long-term benefits from business transformation. Steve’s approach combines customer-focused thinking, cutting-edge technologies, and a human touch.
Steve is also an entrepreneur and an early-stage investor in innovative software companies.
This is a collection of Jeff Bezos’ letters to shareholders over the years. It provides insights into how Amazon became one of the most successful companies in the world by focusing on customer experience.
The shareholder letters cover topics such as innovation, risk-taking, and long-term thinking. It also includes Bezos’ thoughts on artificial intelligence, space exploration, and climate change.
This book explores the business models of four of the most successful companies in the world: Amazon, Apple, Facebook, and Google. It argues that these companies have become so dominant because they have mastered the art of customer experience.
Scott provides us with insights into how these companies operate and what makes them so successful. It also explores these companies’ impact on society and what the future might hold for them.
This is a memoir by Tony Hsieh, the former CEO of Zappos. It provides insights into how he built one of the world’s most successful online shoe retailers by focusing on customer experience.
The memoir covers topics such as company culture, employee happiness, and customer service. It also includes Hsieh’s thoughts on entrepreneurship and what it takes to build a successful business.
This is a guide to modern marketing. It argues that marketing is not about advertising or selling products but about creating valuable connections with customers.
Seth provides insights into building a brand that people love and creating products that people need to buy. ‘This is Marketing’ explores technology’s impact on marketing and marketers’ future.
Morgan Blake provides insights into how companies can create a customer-centric culture that will help them succeed in the future.
It covers topics such as customer experience design, data analytics, and employee engagement. The book also includes case studies from companies such as Starbucks, Airbnb, and Uber successfully implementing customer-centric strategies.
This is the dawning of the golden age of Customer Experience. Join Steve Towers on FIVE key trends born of AI.
🌎 ChatGPT has the potential to significantly enhance your CX. This can be seen in five key trends. Smart chatbots, Augmented Intelligence, Enhanced communication, Innovation, and application programming.
Steve Towers, BPG’s Chief Experience Officer, is an expert in customer experience and process transformation who enjoys spreading his enthusiasm for this field through coaching, consultancy, keynote talks and books (twelve published).
Through the CEMMethod®, now in version 15, he and the BPG affiliates help companies win the triple crown 👑 —the simultaneous ability to Grow Revenue, Reduce Costs, and Improve service.
With over four decades of experience working with large enterprises worldwide, Steve has distilled the successful strategies of top-performing organizations into a proprietary methodology that can be easily imparted to CX and Process teams and executives.
His forte lies in envisioning the future of customer-centricity, customer experience, process management and realizing long-term benefits from business transformation. Steve’s approach combines customer-focused thinking, cutting-edge technologies, and a human touch.
Steve is also an entrepreneur and an early-stage investor in innovative software companies.
Now, let’s talk about the benefits of ChatGPT in customer experience. How can ChatGPT improve customer experience? I see five emerging trends.
If you prefer to consume your information via video, here it is (approx 4 minutes). https://youtu.be/aetJ_nAhrZo
Smart Chatbots
There is a new generation of chat Bots. The old chat Bots were scripted. The new ones are more conversational, and the old ones feel inhuman and frustrate customers.
The new ones are like you’re having a conversation with another human. The quality of the feedback you get is much higher. You can continue a conversation, so it’s like you’re talking to a live person.
Once we have the quality of ChatGPT in customer service Bots, it will be a whole new world of automation of customer experiences.
Augmented Intelligence
It’s finally happening. The AI system can help humans speed up their work and reactions towards customers. They can ask the chatbot to give a first idea of a reaction towards an email.
Then they can fine-tune it a little bit, or if you have to send an email to, like, let’s say, thousands of customers, and you have to tell them that maybe a shipment is going to be late or that you’re out of stock of specific products you can ask the chatbot to write an email for you and then you can fine-tune it.
The productivity of the humans working in and around the customer experiences will increase dramatically because of AI.
Conversation Management On social media today, many organisations have people just reacting to people on Twitter or Facebook. When they write a review on TripAdvisor or open table now, you can ask ChatGPT to write a first reaction towards a customer’s post.
Again you get a first reaction. You reach a specific style; you can fine-tune it. Now you can react to reviews on TripAdvisor, for instance, at five times the speed compared to when you have to type in everything, so it speeds up conversation management.
Again, it’s an increase in efficiency and effectiveness.
Rapid Innovation
Sometimes we’re like stuck. We always repeatedly think about the same concepts to make our customers happy.
Now you can ask your AI assistant to come up with some ideas and say how can I wow my customers when something like this happens? When something goes wrong?
You can ask AI about your company’s style and culture. Ask which Innovations and customer experience would bring value to our customers. Instead of getting together ten people for half a day, you now type in a question!
Some have tried it with some surprising results and generated new good ideas.
After that first session of ideas, you can build on that as a human team, inspiring the team to develop innovation in CX.
Application coding
Code interfaces for customers may not be up to speed, or they’re not convenient enough, and then the CX team wants the IT team to work on that.
However, there’s often a long queue of technology priorities, and you have to wait three months to change a simple thing for the customer.
If you could outsource this now to a machine, what if you could ask chatgpt to improve the code or change the code to improve your user interfaces much faster than in the past, which creates a new benefit for customers they give feedback then you can react more quickly.
If you prefer to consume your information via video, here it is (approx 4 minutes). https://youtu.be/aetJ_nAhrZo
Let’s summarize: The use of chat GPT can significantly improve customer experience in various ways.
The emergence of smart chatbots allows for more conversational interactions with customers, increasing the quality of feedback received.
Augmented intelligence also speeds up work processes and help humans react faster to customer inquiries.
Additionally, conversation management is made more efficient through ChatGPT in reacting to customer reviews and posts on social media platforms.
Rapid innovation is also possible through AI assistants who can assist in coming up with new ideas for customer experience improvements.
Finally, application coding can be outsourced to machines, allowing for faster improvements to user interfaces, resulting in better customer feedback and quicker reactions to their needs. Overall, the benefits of ChatGPT in customer experience are numerous and can greatly enhance the quality of customer interactions and satisfaction.
As these interesting developments evolve I will bring additional developments to your attention. Thanks for reading!
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