WEBVTT
Kind: captions
Language: en

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Hello,
my name is Stefan Kempter

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and today I'm going to start
a new series of videos,

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highlighting the
simple principles

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that we must get right

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in order to become

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successful providers
of services.

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My very first video is about
focusing on customers.

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That's a pretty obvious
starting point,

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because,
without any customers,

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running a business
is pointless,

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and paying bills and
salaries will be difficult.

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But then again,

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not everybody seems
to have understood

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this simple truth.

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I would even say that,

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judging from
my own experience:

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Awful customer service
is quite common!

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And the reason
may be that

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it's not so obvious

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how a customer-focused
organization

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can be created.

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So today we are going 
to speak about

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how customer-centricity 
works,

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and how the YaSM framework
can help you

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with becoming customer-centric.

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To start with,

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I'd like to raise
one important point:

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Customer-centricity
is not about

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fulfilling every
imaginable wish

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of all customers
at any cost.

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It is rather about
providing adequate services

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for certain groups
of customers,

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based on their needs,

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and customer centricity must
go hand in hand

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with trade-offs between

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what your customers
ask for

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and the cost
of providing it.

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After all,

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if you have lots of
happy customers

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that do not make
you profits,

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running your business
will also be pointless!

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But now,
how should we go about

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creating a customer-focused
organization?

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If you search the web,
you will easily find

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a lot of high-level advice,
such as

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• Understand your
customers' needs.

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• Design your services
according to those needs.

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• Create a great experience
for your customers.

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• Collect feedback
from your customers.

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Or:
• Keep improving your services.

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This kind of advice
is a good starting point.

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It can help you
with understanding

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what it means
to be customer-centric,

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and your first step

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should be to produce
and communicate

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a vision statement
in your organization,

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with a list of clear
and easy to understand

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core values
towards your customers.

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But this is really only
the first, small step,

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because without adding
further substance

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such statements will have
no real impact.

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In particular,

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you will have
to translate

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your vision of being
customer-focused

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into readily
actionable guidance

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for the people working
in your organization.

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And this is where

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the YaSM framework comes
into the picture:

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YaSM describes
a set of processes

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which ensure that you

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stay focused
on your customers' needs

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and build up a
loyal customer base.

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The first of these processes
is called

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"Manage customer relationships".

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In this process,

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we communicate
with our customers

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on a regular basis,

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manage the customer
service agreements

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and deal with complaints.

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And then we interact
with the customers

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at almost every stage of the
YaSM service lifecycle:

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For example,

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when developing the
service strategy,

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we assess
if our range of services

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is in line with
customer needs

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or if additional services should be
added to the portfolio,

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and we also take a look at
what our competitors are doing.

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As we design
new or changed services,

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we ask the customers for
their input

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to ensure the new services
are in line with their needs.

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As for service implementation,

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there is usually not so much
interaction with the customers

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during this stage of the
service lifecycle,

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but often it makes sense
to keep customers informed

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about the progress
of the work,

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and in some cases
we may ask them

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to take part in
user acceptance testing.

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Then, when the services
are operational,

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we keep customers happy

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by providing good
customer service,

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for example by
resolving service incidents

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and fulfilling
service requests

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in a professional way.

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And as part of
service improvement,

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we ask the customers
on a regular basis

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if they are happy
with our services

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or if they have any suggestions
for improvement.

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And finally, there's a process

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to deal with the
financial aspects of the services.

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This ensures that we know
the costs of providing our services

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so that we can make
informed decisions,

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and this process also takes care
of invoicing our customers.

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So there are a number
of processes in YaSM

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to make sure

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that your organization always stays
focused on the customer,

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and the good news is

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that all of these processes
are described

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in great detail

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in the
YaSM process model.

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This model is available,
for instance,

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as a collection of
Visio® diagrams,

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and before we finish
today's session

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I'd like to show you
just a few examples

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from the YaSM process model
in Visio.

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Here in Visio,

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we start with the
top-level diagram,

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presenting a high-level view
of the YaSM processes.

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These processes here
are of course the ones

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I introduced
earlier in this session,

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and now,

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if we want to learn,
say,

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what's going on in
customer relationship management,

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we can simply
click on a link

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to go down to
the next level of detail.

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Once the diagram for customer
relationship management is open,

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we can see that,
as part of this process,

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we should, for instance,

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• manage the agreements
with the customers,

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• handle and monitor
customer complaints,

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• hold customer meetings

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• and perform
satisfaction surveys.

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For any of these processes,

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the YaSM model contains
a further level of detail,

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so if we click on the link

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in the customer meeting
process,

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this takes us to a
swimlane diagram

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with a detailed
sequence of activities.

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Here we find,
for example, that

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- after preparing
the meeting -

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we should

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• Hold the meeting

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• Request additional information
from the customer, and

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• Identify weaknesses
and issues.

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In the upper part
of this diagram

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we find that the
result of the meeting

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is a customer meeting
minutes document,

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and for such documents

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we provide
ready-to-use templates.

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These templates can be opened
with a mouse-click, and

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- as you can see -

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they are delivered
in Word™ format

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and describe
the typical contents

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of the YaSM documents.

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This means that,
in this example,

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it is not too difficult
for you

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to figure out

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what information
you should collect

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during the customer meetings,

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and of course
you can use this document

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as a template
for the meeting minutes

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you create
in your organization.

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All right,

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let's now go back
to Visio

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because I want to point out
one more important thing:

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Of course producing
meeting minutes

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only makes sense

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if this information
is picked up by somebody else

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who then takes action!

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That's why we show
in these diagrams

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where the process outputs
go to.

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In this case, for instance,

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the meeting minutes are
a key input

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for the strategic process,

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as well as for designing
and improving services.

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So this is the kind of advice
you find in YaSM.

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I hope you will agree that,

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with these process diagrams
and document templates,

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it is not too hard
to establish

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what you need to do
in your organization

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in order to become more
customer-focused.

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And of course

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you do not have 
to implement

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those processes
to the letter.

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You can pick and choose
from the YaSM framework

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those parts,
that work for you,

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and you can adapt
the processes

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to the needs of
your organization.

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Thanks for watching!

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And if you have any questions

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we are happy
to answer them

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in the
YaSM support community.

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[ Free YaSM Wiki: ]

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[ A complete introduction
to the YaSM framework. ]

00:07:23.390 --> 00:07:26.380
[ More videos and information
about YaSM and the YaSM Process Map. ]

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[ Get answers to your questions
in the YaSM support community. ]