10 steps to customer journey mapping - Mapping out customer experience excellence

A product or service is merely a means to an end. The real deeper value lies in the story attached. I don’t want to own a coffee maker - I need to wake up early with a little help from a cup of coffee. I don’t want to use a train - I want to get home to my wife and children. I don’t want to go to a store and buy a stereo set - I just want to listen to my favourite rock music when I’m home, it makes me unwind after work. Unfortunately, most organisations are not capable of listening to stories. And this is why the gap between "inside and outside" has grown too wide. To stay competitive and survive the changes organisations are presently facing, they need to reassess the way they are structured, function and build relationships with customers. Closing the "reality gap" between organisations and people (employees and customers alike) should be the number one priority. And for this we need a new set of skills, methods and tools.

Click to read more ...

Life Explained… by a Harvard MBA graduate.

A boat docked in a tiny Mexican fishing village. A tourist complimented the local fishermen on the quality of their fish and asked how long it took him to catch them. "Not very long." they answered in unison. "Why didn't you stay out longer and catch more?" The fishermen explained that their small catches were sufficient to meet their needs and those of their families. "But what do you do with the rest of your time?"

Click to read more ...

Storytelling as a Journey Down The Healing Path

Because of my firm conviction that stories convey important information to others in ways that few other forms of communication can accomplish, I use storytelling in my work as a Public Health Educator. The tradition of storytelling is ageless and known to most cultures as an experience vital to the health of individuals, the community and the environment. During storytelling, listeners let go of defenses and relax into the known, safe environment of story. A shift in consciousness takes place. Those who listen, actually live the story adventures in their imagination. The audience is offered a chance to measure their own experience in the light of the immortal tale... immortal because people often forget important details of their lives, but will remember a story they heard as a child.

Click to read more ...

The Emergence of Scenario Learning instead of Planning

As protests in Iran last month drew the world's attention, the top executives at a large global industrial goods company held a teleconference to consider their options. The meeting was hastily called, but the participants were not starting from scratch. In fact, the events unfolding in the country were strikingly similar to a scenario that they had developed, along with a handful others, in a 2008 offsite meeting focused on potential changes in their competitive environment. The workshop, the output, and the eventual impact on decision making represents a perfect illustration of how so-called scenario planning techniques can be utilized to help managers navigate in complex and uncertain environments. In the meeting the industrial company held last year, executives had discussed each scenario they developed, the potential triggers for each of them, and how the company should respond to each of these situations if it were to arise. Pulling out the notes from these discussions, they already knew their options and had a view on how they would like to respond. In many ways, they were prepared -- and already one step ahead of some other companies. Paul J. H. Schoemaker, research director of the Wharton School's Mack Center for Technological Innovation, says such examples illustrate a continuing shift in how companies think about the future.

Click to read more ...

Why some leaders inspire action while others are mostly forgettable: the vital role of business storytelling

Leaders can tell stories to paint a vision or strategic direction, share a lesson, convey values or

illustrate desired behaviours. Stories also have an ability to forge deeper connections between

people, so inspiring them to focus their attention and take action. As Terrence Gargiulo said,

“The shortest distance between two people is a story.”

Stories work for leaders as a successful communication and engagement technique for several

reasons.

Firstly, stories convey emotion effectively, and emotion united with a strong idea is persuasive.

We remember what we feel. And our emotions inspire us to take action.

Secondly, stories are concrete and have the ability to transport us imaginatively to a place

where we can visualise the events being recounted.

Thirdly, stories are memorable: we are up to 22 times more likely to remember a story than a

set of disconnected facts (such as presentation dot-points).iii

Lastly, stories represent a pull strategy, unlike the push strategy used when we argue in a more

traditional way. Stories engage the listener, pulling them into the story to participate in the

conversation, rather than telling them what to think.

View the full story here