Complete Guide to Customer-centric Design (CCD) (PowerPoint PPT Slide Deck)

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This product (Complete Guide to Customer-centric Design [CCD]) is a 103-slide PPT PowerPoint presentation slide deck (PPT), which you can download immediately upon purchase.

In the Digital Age, the number of ways to reach and service our customers is proliferating. Likewise, customers' expectations are increasing and customers become more demanding. They now expect seamless, 24/7, omnichannel Customer Experiences. To best serve our customers, we need to understand them.

Thus, Customer-centric Design (CCD) is becoming increasingly critical to the success of any organization. CCD is the process of building our offering based on the wants, needs, and challenges of our customers.

This presentation covers foundational principles and popular frameworks in Customer-centric Design. It is broken down into 5 core sections:

1. Customer Experience (CX) Design – At the heart of CCD, is a well designed Customer Experience. In this section, we deconstruct a 3-phase approach to CX Design.

2. Customer Journey Frameworks – To design a proper CX, we need to map out all customer touchpoints on the Customer Journey. In this section, we cover several notable frameworks developed by management consultancies.

3. Human-centered Design (HCD) – Using principles of HCD, we put the customer at the center of every decision of our organization. This section teaches the 5 principles of HCD Transformation.

4. Service Design and Delivery – In this section, we discuss Service Design and how to achieve Customer Delight. Service Design is the bridge between Strategy and Customer Experience.

5. Design-driven Culture – Lastly, to truly effect change and adopt the principles of CCD, we need to affect our organization's culture. This final section explains the elements to master in order to adopt a Design-driven Culture.

By understanding and putting the concepts within this guide into practice, you will be well on your way to developing a true Customer-centric Organization.

This deck also includes slide templates for you to use in your own business presentations.

This guide also delves into the latest trends in customer behavior and how to leverage them for competitive advantage. It includes practical insights on digitizing customer journeys and applying behavioral psychology to enhance customer interactions.

Source: Best Practices in Customer Experience, User Experience, Customer Strategy PowerPoint Slides: Complete Guide to Customer-centric Design (CCD) PowerPoint (PPT) Presentation Slide Deck, LearnPPT Consulting

PPT SLIDE DEEP DIVES

Customer-Centric Organizational Restructuring in HCD

This PPT slide emphasizes the critical role of the customer in the organizational framework of Human-Centered Design (HCD). It asserts that all functions within the organization must be realigned to prioritize the customer experience. This is not just a superficial change; it involves a comprehensive reshaping of the capabilities system across various departments. The highlighted areas include Strategy, Product Development, Operations, Marketing, Sales, and Customer Service, indicating that each function plays a vital role in enhancing customer engagement.

The visual structure supports this message by placing a figure representing the customer at the center, surrounded by these key organizational functions. Arrows connecting the customer to each department suggest a two-way interaction, reinforcing the idea that understanding and responding to customer needs is essential for success. This approach promotes a holistic view of the customer journey, where insights from one area can inform and improve practices in another.

The slide also hints at the integration of Digital Transformation technologies, which are positioned as tools to deepen empathy with the customer. This suggests that leveraging technology is not just about efficiency, but also about creating more meaningful connections with customers.

For decision-makers considering this document, the slide serves as a compelling reminder of the importance of customer-centricity in driving organizational effectiveness. It encourages a shift in mindset where every department acknowledges its impact on the customer experience, ultimately leading to better alignment and improved outcomes.

Mapping the McKinsey Customer Decision Journey

This PPT slide presents the McKinsey Customer Decision Journey framework, which outlines the stages a customer goes through when making a purchasing decision. The framework is depicted as a circular process, emphasizing the ongoing nature of customer engagement.

The first stage, "Initial Consideration Set," occurs when a customer first thinks about buying a product. At this point, they develop a preliminary list of brands that they are open to considering. This stage is crucial as it sets the foundation for the subsequent evaluation process.

Next is the "Active Evaluation" phase. Here, the customer actively seeks information and compares different options. This is where they gather insights and assess various brands to make an informed decision. The importance of this stage cannot be overstated, as it directly influences the customer's perception of value and suitability.

The third stage is the "Moment of Purchase." This is the decisive point when the customer chooses a retailer and completes the transaction. It represents a culmination of the previous stages and is critical for ensuring that the customer feels confident in their choice.

Finally, the "Post-purchase Experience" stage highlights the ongoing relationship between the customer and the brand. After the purchase, customers reflect on their experiences, which can significantly affect their future purchasing behavior. This creates a circular journey, as positive experiences can lead to repeat purchases and brand loyalty.

Understanding this framework allows organizations to better map and analyze customer interactions, ultimately enhancing customer experience and engagement strategies.

Enhancing Customer Satisfaction through Journey Optimization

This PPT slide presents a framework for understanding how improvements in the customer journey can lead to enhanced customer satisfaction (CSAT) scores. It introduces the Customer Satisfaction Pyramid Model, which visually represents the relationship between service levels, business outcomes, and recommendation rates. The model emphasizes that as the customer journey becomes more digitized, leveraging data and self-service tools, organizations can better connect customer satisfaction to their strategic goals.

The pyramid structure illustrates various service levels, starting from foundational elements like speed and employee feedback, moving up to higher-level metrics such as customer experience and journey outcomes. The slide highlights specific metrics, including overall CSAT and service-specific CSAT improvements, indicating a positive correlation between enhanced service and increased recommendation rates. For instance, it notes a 3% increase in overall CSAT, with specific improvements in service-related areas, such as a 10% rise in service CSAT and a 17% increase in call center CSAT.

The right side of the slide underscores the importance of operational factors in driving customer satisfaction. It suggests that contact centers should focus on elements like speed and first-call resolution to maximize their impact on customer experience. This insight directs attention to aligning operational efforts with customer satisfaction goals, indicating that a higher recommendation rate is achievable when strategic objectives are met.

Overall, the slide serves as a call to action for organizations to refine their customer journey processes, ensuring that improvements are data-driven and strategically aligned to boost customer satisfaction metrics effectively.

Framework for Enhancing Customer Experience through CCD

This PPT slide presents a framework for enhancing Customer Experience (CX) through a structured approach known as Customer-centric Design (CCD). It emphasizes the importance of understanding customer interactions as a means to differentiate the organization from its competitors. The content is organized into 3 key phases: Observe, Shape, and Perform.

In the first phase, "Observe," the focus is on gaining insights into customer interactions. This involves understanding how customers perceive their experiences, which is critical for identifying areas for improvement. The goal is to view the business through the customer's perspective, ensuring that their needs and expectations are prioritized.

The second phase, "Shape," centers on redesigning the business model based on the insights gathered during the observation phase. This step is about aligning the organization’s processes and offerings with customer expectations, effectively creating a more responsive and relevant business structure.

The final phase, "Perform," involves aligning the organization to achieve tangible outcomes. This means ensuring that all functions within the organization are geared towards delivering a superior customer experience. It highlights the necessity for management to train employees to adopt a customer-centric mindset while also having the courage to implement significant changes that add value.

The slide concludes with a strong assertion: management must prioritize the customer journey over internal organizational structures. This perspective is essential for fostering a culture that truly values customer experience, ultimately leading to improved business performance and customer satisfaction.

Embedding Human-Centered Design for Enhanced Customer Engagement

This PPT slide emphasizes the critical need to embed Human-Centered Design (HCD) into all aspects of business operations to enhance emotional connections with customers. It begins by asserting that the essence of HCD lies in understanding and empathizing with the customer, which is vital for fostering these connections. The focus shifts from traditional non-customer-centric areas, such as technology and product excellence, to a more user-oriented approach that prioritizes understanding customer needs, habits, and pain points.

The slide highlights the importance of a holistic application of HCD, integrating it from strategy formulation to implementation. This integration allows businesses to tap into customer motivations, ensuring that products and services offer both utility and emotional resonance. The mention of community underscores the idea that engaging with customers in a shared space can amplify the impact of HCD principles. By fostering community interactions, businesses can gain valuable insights into customer perceptions, preferences, and frustrations.

Furthermore, the slide suggests that these insights should inform various organizational functions, including customer service and marketing. This feedback loop is essential for continuous improvement and innovation. The call for a “test-and-learn” mindset indicates a shift towards adaptability and responsiveness in meeting customer needs. Overall, the slide presents a compelling case for adopting HCD as a foundational principle in business strategy, emphasizing its role in driving customer loyalty and satisfaction.

Streamlined Design Process in Braided Design Model

This PPT slide outlines the "Streamlined Design Process" within the Braided Design Model, emphasizing the interdependence of Design, Strategy, and Technology. It presents a structured approach divided into 4 key phases: Frame, Cocreate, Prototype, and Validate, each with specific actions and objectives.

In the Frame phase, the focus is on mapping business opportunities and strategies, considering market and organizational factors. The process includes identifying user needs and defining experience principles, as well as assessing current technology developments. This foundational step sets the stage for aligning design efforts with strategic goals.

The Cocreate phase emphasizes collaboration. It involves reframing problem statements based on customer feedback, defining a clear value proposition, and conducting workshops with customers and experts. This collaborative effort aims to co-create optimal experiences while identifying necessary data and technology.

During the Prototype phase, the emphasis shifts to rapid iteration. Building prototypes quickly allows for adjustments based on ongoing customer feedback. This phase also includes creating an agile technology-development plan and establishing a business case to support the proposed solutions.

The Validate phase ensures that the designs meet usability standards and align with overall business strategy. It involves assessing technology, processes, and organizational needs, validating that the proposed solutions can be realized effectively.

Governance is also highlighted, focusing on modeling best practices tied to business strategy and developing a framework for ongoing investment and evolution. This comprehensive approach ensures that design, strategy, and technology work in lockstep, fostering innovation and responsiveness to market needs. The slide serves as a guide for organizations looking to enhance their design processes through strategic alignment and collaborative efforts.

Mapping Customer Touchpoints for Seamless Experiences

This PPT slide presents a detailed overview of the "I Join" customer journey, emphasizing the importance of touchpoint mapping in creating a seamless service experience. It outlines various customer interactions across multiple channels, including marketing, social media, email, and more. Each row corresponds to a specific stage in the customer journey, such as informing oneself or logging into a portal, while the columns represent different communication channels.

The visual representation uses color coding to indicate the potential for using each channel and highlights the most commonly utilized channels for each task. This structure underscores the necessity for cross-functional collaboration, as it becomes clear that different departments must work together to ensure a cohesive customer experience. The slide also suggests that understanding these touchpoints can enhance internal processes and improve customer service delivery.

Key takeaways include the need for visibility into handoffs between functions and the alignment of internal processes with customer interactions. This approach not only facilitates better service, but also fosters a more integrated organizational strategy. By mapping these touchpoints, companies can identify gaps and opportunities for improvement, ultimately leading to a more effective customer journey. The insights gained from this mapping exercise are crucial for organizations aiming to enhance their service offerings and meet customer expectations effectively.

Framework for Achieving Customer Delight Elements

This PPT slide outlines the essential components necessary for achieving customer delight, emphasizing the importance of aligning strategic goals with customer needs. It presents a framework consisting of ten elements, divided into 2 categories: customer-centric elements and provider-centric elements.

The central focus is on "Customer Delight," which is surrounded by 5 customer-centric elements: Empathy, Expectation, Emotion, Elegance, and Engagement. Each of these elements plays a critical role in understanding and enhancing the customer experience. For instance, empathy involves recognizing and addressing customer feelings, while expectation relates to meeting or exceeding what customers anticipate from the service.

On the other side, the slide lists 5 provider-centric elements: Execution, Engineering, Economics, Experimentation, and Equivalence. These elements highlight the operational aspects that organizations must manage to ensure that customer-centric strategies are effectively implemented. Execution refers to the actual delivery of services, while engineering pertains to the design and functionality of those services.

The concluding statement emphasizes the need for organizations to assess their performance against these elements. By understanding how well they deliver on these fronts, businesses can identify areas for improvement and initiate necessary transformations. This structured approach not only aids in enhancing customer satisfaction, but also aligns internal processes with customer expectations, ultimately driving better business outcomes. The slide serves as a strategic guide for organizations aiming to refine their service design and delivery processes.

Framework for Customer Experience Measurement System

This PPT slide presents a framework for a Customer Experience (CE) measurement system, emphasizing the importance of placing customer journeys at the core of the evaluation process. It outlines a pyramid structure that begins with the top-level CE metric, which is directly linked to business outcomes. This metric serves as the foundation for understanding how well the organization is performing in terms of customer experience.

The next layer involves assessing the journey experience, focusing on the various touchpoints throughout the customer journey. This approach moves beyond merely tracking interactions to gaining insights into overall performance across these journeys. The slide highlights the necessity of regular and objective metrics that act as indicators for building each journey effectively.

Journey analytics and operational key performance indicators (KPIs) form the subsequent level, where data-driven insights are crucial. This layer emphasizes the need for detailed analysis to identify areas of improvement and operational efficiencies. Employee feedback plays a vital role here, as it allows organizations to gauge customer experiences and pinpoint operational enhancements.

At the base of the pyramid lies the organizational and cultural foundation, which is essential for supporting the entire measurement system. This foundation includes change management capabilities and fostering a customer-centric culture within the organization. The slide concludes with a reminder that capturing employee feedback is critical for identifying improvement opportunities, reinforcing the interconnectedness of these elements in creating a robust customer experience measurement system.

Streamlined Design Process: The Four Wall Approach

This PPT slide presents a structured approach to a streamlined design process known as the "Four Wall Approach." This method emphasizes collaboration among cross-functional teams, each focusing on a specific area represented by a designated wall. The 4 walls outlined are: Customer Journey & Experience Wall, Operations & Process Wall, Technology Wall, and Team Planning Wall.

The Customer Journey & Experience Wall is dedicated to understanding the end-user perspective. It includes elements like personas, journey mapping, research insights, and inspirational trends, all aimed at enhancing customer engagement and satisfaction. This wall serves as a foundation for ensuring that the design process remains customer-centric.

The Operations & Process Wall focuses on internal dynamics. It highlights the importance of understanding internal organization and process owners, detailing processes before and after implementation, and identifying critical business decisions. This wall also emphasizes the need for clear inputs to the business case and the establishment of key performance indicators, ensuring that operational efficiency is maintained.

The Technology Wall is where technical aspects are mapped out. It includes architecture maps, data structures, system diagrams, and application flows. This wall ensures that the technological framework supports the overall design strategy effectively.

Lastly, the Team Planning Wall organizes project management elements. It includes the master plan, project timeline, team member assignments, daily priorities, and task statuses. This wall is crucial for maintaining alignment and accountability among team members.

Overall, this slide effectively illustrates a comprehensive framework for collaborative design, ensuring that all aspects from customer experience to operational efficiency and technology integration are addressed simultaneously. This approach can significantly enhance project outcomes and drive successful implementation.

Mapping the "I Join" Customer Journey Steps

This PPT slide presents an overview of the "I Join" customer journey, detailing 5 key steps a customer typically follows when entering into a contract. It begins with the initial stage where the customer informs themselves, indicating a proactive approach to understanding the service or product. This is followed by the customer declaring their interest and seeking further information, which highlights the importance of engagement at this early phase.

The third step involves the customer filling out their contract, accompanied by a request for assistance. This suggests that support during this stage is critical, as customers may require guidance to navigate the process effectively. The fourth step shows the customer receiving their contract confirmation and supporting materials, emphasizing the need for clear communication and documentation to ensure the customer feels secure and informed.

Finally, the last step indicates that the customer logs into the portal, which likely serves as a platform for ongoing interaction and service management. This progression illustrates a structured journey from initial interest to active engagement, showcasing the importance of each touchpoint along the way.

The slide also notes various channels through which customers can interact, such as marketing, social media, and direct contact with sales agents. This highlights the multifaceted nature of customer engagement and the necessity for businesses to provide seamless experiences across different platforms. Understanding this journey can help organizations refine their processes and enhance customer satisfaction.

Foundational Steps for Enhancing Customer Engagement

This PPT slide titled "Observe – Overview" emphasizes the critical role of observation in enhancing customer interaction. It begins by acknowledging the evolving expectations of customers who now demand immediacy, personalization, and convenience. This shift necessitates that organizations prioritize a transformation towards a customer-centered approach. The focal point here is the concept of "To Observe," which suggests that understanding customer interactions from their perspective is essential for improvement.

Four key building blocks are outlined as foundational elements for enhancing customer experience. The first block, "Defining our customer’s journey," highlights the importance of mapping out the customer experience to identify touchpoints and pain points. This step is crucial for gaining insights into how customers interact with the company.

The second block, "Focusing on Customer Journey to achieve business outcome," indicates that a strategic alignment of customer experiences with business objectives is vital. This alignment ensures that improvements in customer interactions translate into tangible business results.

The third block, "Count what matters most to our customers," stresses the need to prioritize customer needs and preferences. By identifying and measuring what is most important to customers, organizations can tailor their services more effectively.

The final block, "Know your Customer Experience aspiration and common purpose," suggests that companies should strive to understand their customers' aspirations and align their services accordingly. This alignment fosters a deeper connection between the organization and its customers.

Overall, the slide serves as a call to action for organizations to adopt a more observational and customer-centric mindset, laying the groundwork for a more effective engagement strategy.

Revolutionizing Customer Interaction by Embracing Continuous Engagement

This PPT slide presents a comprehensive overview of the evolving nature of the customer experience and purchase process, highlighting a significant transition from traditional to modern frameworks. It emphasizes that the modern customer journey is cyclical, contrasting sharply with the linear model previously used.

In the traditional process, customers move through a series of stages: Discover, Consider, Evaluate, Purchase, and Use. This model suggests a straightforward, one-way progression without feedback loops. However, the modern approach introduces a more dynamic cycle where customers continuously engage in Discover/Consider, Evaluate, and Purchase stages, reflecting a more interactive relationship with brands.

Each phase in this modern process is described as a battleground for marketing efforts, where companies must compete for customer loyalty and purchases. This shift underscores the necessity for businesses to adapt their strategies to accommodate ongoing customer engagement rather than relying on a one-time sales funnel.

The slide also hints at further exploration of 2 versions of the modern process, suggesting a deeper analysis of customer interactions and experiences. This indicates that understanding these nuances is crucial for developing effective marketing strategies.

Overall, the content serves as a critical reminder for executives to rethink their approaches to customer engagement, recognizing the importance of fostering ongoing relationships rather than merely facilitating transactions.

Transforming Customer Experience: Focus on Journeys

This PPT slide emphasizes the importance of understanding customer journeys rather than merely focusing on individual touchpoints. It argues that customers perceive companies through comprehensive experiences, which encompass multiple interactions rather than isolated events. The text highlights that while specific touchpoints, such as sales onboarding or support, may receive high satisfaction ratings, these scores can be misleading if the overall journey is subpar.

The slide presents a framework where the customer journey aligns employees around customer needs, facilitating a more cohesive and effective service delivery. It suggests that organizations should prioritize a holistic view of customer experiences to ensure consistent value creation. The visual elements illustrate various stages of a customer journey, such as changing accounts or resolving problems, and indicate that individual touchpoints can still perform well despite an overall negative experience.

Key metrics are provided, showing that measuring the entire customer journey can significantly enhance customer satisfaction and willingness to recommend the service. The figures indicate potential increases in satisfaction by 56-117% and recommendation likelihood by 58-104%. This data underscores the critical insight that customer journeys are more strongly linked to business outcomes than isolated touchpoints.

For executives considering this document, the takeaway is clear: a shift in focus from touchpoints to comprehensive journeys can lead to better customer experiences and improved business performance. This strategic approach can help organizations better align their resources and efforts to meet customer expectations effectively.

Designing Customer Journeys: Key Experience Types

This PPT slide emphasizes the importance of designing customer experiences, highlighting that these experiences are essentially journeys. It categorizes these journeys into 3 distinct forms: physical, temporal, and intellectual.

Physical journeys refer to tangible experiences, such as traveling from one city to another, exemplified by a train ride from New York City to Washington, D.C. This type of journey focuses on the actual movement through space and the interactions that occur during that process.

Temporal journeys are more about the duration of relationships, illustrated by a long-term engagement like a 20-year relationship with a doctor. This highlights the significance of ongoing interactions over time, suggesting that the quality of these experiences can evolve and impact customer satisfaction.

Intellectual journeys relate to engagements that involve cognitive processes, such as consulting. This type of journey underscores the need for thoughtful interaction and the delivery of value through knowledge and expertise.

The slide stresses that every stage of the customer journey must be carefully analyzed and designed. Each touchpoint represents an opportunity to either engage or alienate customers. This insight is critical for organizations aiming to enhance customer satisfaction and loyalty.

The final note suggests that if a company is designed for service, it will naturally embody the behaviors necessary for effective customer experiences. This includes understanding the elements of intention, attention, and culture that contribute to a positive customer journey. The overall message is clear: a strategic approach to service design is essential for meeting customer expectations and fostering lasting relationships.

Balancing Technical Excellence and Customer Experience

This PPT slide emphasizes the dual foundations of Great Service Design, which are Technical Excellence and Customer Experience. It presents a two-dimensional framework where these dimensions intersect, positioning Great Service Design in the upper right quadrant. This suggests that achieving high standards in both areas is essential for effective service design.

The accompanying text elaborates on the relationship between Customer Satisfaction and Cost Management. It asserts that these 2 elements should be viewed as complementary rather than opposing forces. This perspective is crucial for organizations aiming to enhance their service offerings. The slide warns that neglecting good design can lead to decisions driven primarily by cost, rather than by value. This shift in focus can obscure the distinction between spending and investing, which is vital for long-term success.

The mention of Great Service Design being akin to excellent Industrial Design reinforces the idea that both fields strive for excellence and efficiency simultaneously. This analogy serves to highlight the importance of integrating technical capabilities with a keen understanding of customer needs.

For executives considering this framework, the key takeaway is the necessity of balancing technical prowess with a strong customer-centric approach. This balance can lead to more informed decision-making and ultimately better service outcomes. The slide effectively communicates that investing in both dimensions is not just beneficial, but essential for sustainable growth and customer loyalty.

Core Elements of a Design-Driven Culture

This PPT slide outlines 4 essential elements that contribute to a design-driven culture within organizations, emphasizing the importance of customer experience. It begins by stating that many organizations aim to enhance their customer experience. However, achieving this goal requires a fundamental shift in corporate culture toward a design-driven approach.

The 4 core elements are illustrated in a Venn diagram, highlighting the interplay between them. The elements include True Customer Understanding, Empathy in the Organization, Streamlined Design Process, and Quick Action. Each element plays a critical role in fostering a culture that prioritizes design as a core competency.

True Customer Understanding focuses on grasping the needs and preferences of customers, which is vital for creating products and services that resonate with them. Empathy in the Organization stresses the importance of cultivating an internal culture that values and understands customer perspectives. Streamlined Design Process refers to the efficiency and effectiveness of the design methodologies employed, ensuring that ideas can be transformed into actionable solutions swiftly. Quick Action emphasizes the necessity for organizations to respond rapidly to insights and market changes, thereby maintaining relevance and competitiveness.

The slide concludes with a compelling statement about the financial benefits of adopting a design-driven culture, suggesting that organizations can significantly outperform their peers in the stock market over time. This insight serves as a strong incentive for potential customers to consider the value of the document in guiding their strategic initiatives.