Reflection –   Visualization and Customer Experience 

 Challenge 

 I have worked for several years leading a global B2B1 Customer Experience department and my   challenge was to improve SME2 Customer satisfaction with the telecommunication services we   were providing . Our SME Customer satisfaction was much lower than that of our Corporate   customers and we were loosing market share . Through previous research analysis , we found out   that the main pain point for our SME customers was the excessive time that our technical   support was taking to solve their systems breakdowns . When looking at our internal KPIs3 , you   could see that we were fulfilling all our SLAs4 , so our challenge was to convince main decision   makers , within the organization , to set new SLAs that would fit our customers expectations . This   was not an easy task , as it involved investing and decreasing margins in the short run . 

 Selection 

 To tackle this challenge we decided to use the Visualization tool , as this is a good tool to make a   problem tangible and concrete . We thought this tool was the best one to ensure all people   involved understood our customer expectations . We had tried it before with reports and other   internal presentations of data , but without convincing of the urgency of the issue . 

 Application 

 In order to be able to applicate the Visualization tool , we decided to generate visual content that   we could share with main decision makers . We organized a two weeks workshop to meet and   interview our main types of SME customers , so that we could better understand their current   reality . We   picked up 15 SME customers , representing close to 80 % of all SME different   subsectors in the country . The sample included many kinds of business models , from bar owners   to online service providers . We took pictures of them and recorded videos , making sure they   expressed the importance and impact in their business of early fast technical support . All of   them stated that early resolution of technical problems was vital for the survival of their   businesses . 

 We gathered all our Company decision makers in a room with one of its walls covered with the   pictures of the customers we interviewed , including below the main messages they came up   with . After all people in the room had reviewed the wall , we projected sketches of the three   most shocking videos . For example , having bandwidth / video properly working on the day of the   Champions league match was key for a barman ’s monthly revenues , so if the break happened   on Friday and the match was on Saturday , he needed assistance in less than 12 hours . At that 

 1 B2B : Business to Business   2 SME : Small and Medium Enterprises   3 KPIs : Key Performance Indicators   4 SLAs : Service Level Agreements 

 moment we were offering more than 48 hours response at weekends for our SME customers ,   while our Corporate Customers could benefit from 6 hours repair response . 

 It was clear for all attendees to the Visualization meeting that we could do it better if we aligned   everybody ’s goals , including our customers ’ view . So , at the end of that meeting main decision   makers agreed to reduce reparation time for SMEs to 12 hours and to launch a project to adjust   all our internal processes to achieve this goal . 

 Insight 

 By applying the Visualization tool , we reached a common understanding about our SME   customer priorities that had n’t been possible before . My experience is that images and   testimonies clearly work much better than figures or reports when concerning customer   experience issues . The misunderstandings or prejudices disappear when is the customer itself   who explains his / her expectations , and all stakeholders are willing to work together to reach a   common goal . I did not call it Visualization tool before , but now I can tell I have used it   successfully and I am passionate about it ! 

 Approach 

 Next time , I will include main figures , summarizing the impact of the issue I want to address .   Even though theses figures are in the reports , I think highlighting the big numbers also help to   understand the urgency of the problem in the meeting ( we had 40 % of detractors among our   clients and a fast decreasing market share at that time ) . 

 Nowadays , we use Visualization much more often , and not only at the beginning of the design   thinking process , but all over the transformation plans we launch . We use it at the exploration   phase , as in this reflection ; at the ideation and prototyping processes , working with Value   Stream Maps to reinvent or simplify processes for our customers ; and at the piloting phase ,   before scaling , to make sure that the solution fit our customers and our Company understands   its impact . From my point of view , Visualization is clearly one the most powerful communication   and negotiation tools we can use ! 

 By Lidia Palma . Madrid , 11/26/2018 


EMAIL: 
ID_NUM: 
NAME_STUDENT: Lidia Palma
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Reflection –   Visualization and Customer Experience 

 Challenge 

 I have worked for several years leading a global B2B1 Customer Experience department and my   challenge was to improve SME2 Customer satisfaction with the telecommunication services we   were providing . Our SME Customer satisfaction was much lower than that of our Corporate   customers and we were loosing market share . Through previous research analysis , we found out   that the main pain point for our SME customers was the excessive time that our technical   support was taking to solve their systems breakdowns . When looking at our internal KPIs3 , you   could see that we were fulfilling all our SLAs4 , so our challenge was to convince main decision   makers , within the organization , to set new SLAs that would fit our customers expectations . This   was not an easy task , as it involved investing and decreasing margins in the short run . 

 Selection 

 To tackle this challenge we decided to use the Visualization tool , as this is a good tool to make a   problem tangible and concrete . We thought this tool was the best one to ensure all people   involved understood our customer expectations . We had tried it before with reports and other   internal presentations of data , but without convincing of the urgency of the issue . 

 Application 

 In order to be able to applicate the Visualization tool , we decided to generate visual content that   we could share with main decision makers . We organized a two weeks workshop to meet and   interview our main types of SME customers , so that we could better understand their current   reality . We   picked up 15 SME customers , representing close to 80 % of all SME different   subsectors in the country . The sample included many kinds of business models , from bar owners   to online service providers . We took pictures of them and recorded videos , making sure they   expressed the importance and impact in their business of early fast technical support . All of   them stated that early resolution of technical problems was vital for the survival of their   businesses . 

 We gathered all our Company decision makers in a room with one of its walls covered with the   pictures of the customers we interviewed , including below the main messages they came up   with . After all people in the room had reviewed the wall , we projected sketches of the three   most shocking videos . For example , having bandwidth / video properly working on the day of the   Champions league match was key for a barman ’s monthly revenues , so if the break happened   on Friday and the match was on Saturday , he needed assistance in less than 12 hours . At that 

 1 B2B : Business to Business   2 SME : Small and Medium Enterprises   3 KPIs : Key Performance Indicators   4 SLAs : Service Level Agreements 

 moment we were offering more than 48 hours response at weekends for our SME customers ,   while our Corporate Customers could benefit from 6 hours repair response . 

 It was clear for all attendees to the Visualization meeting that we could do it better if we aligned   everybody ’s goals , including our customers ’ view . So , at the end of that meeting main decision   makers agreed to reduce reparation time for SMEs to 12 hours and to launch a project to adjust   all our internal processes to achieve this goal . 

 Insight 

 By applying the Visualization tool , we reached a common understanding about our SME   customer priorities that had n’t been possible before . My experience is that images and   testimonies clearly work much better than figures or reports when concerning customer   experience issues . The misunderstandings or prejudices disappear when is the customer itself   who explains his / her expectations , and all stakeholders are willing to work together to reach a   common goal . I did not call it Visualization tool before , but now I can tell I have used it   successfully and I am passionate about it ! 

 Approach 

 Next time , I will include main figures , summarizing the impact of the issue I want to address .   Even though theses figures are in the reports , I think highlighting the big numbers also help to   understand the urgency of the problem in the meeting ( we had 40 % of detractors among our   clients and a fast decreasing market share at that time ) . 

 Nowadays , we use Visualization much more often , and not only at the beginning of the design   thinking process , but all over the transformation plans we launch . We use it at the exploration   phase , as in this reflection ; at the ideation and prototyping processes , working with Value   Stream Maps to reinvent or simplify processes for our customers ; and at the piloting phase ,   before scaling , to make sure that the solution fit our customers and our Company understands   its impact . From my point of view , Visualization is clearly one the most powerful communication   and negotiation tools we can use ! 

 By Lidia Palma . Madrid , 11/26/2018
### Output: 