Naïve to Natural™ Model Orientations

Beyond Philosophy has recognised four separate Orientations that a company must pass through on its journey from Naïve to Natural™.

Explanations of those Orientations are given below:

Naïve

An organization that focuses on themselves to the detriment of the customer. They are "inside out" either through choice or because they don't know what they should be doing.

Traits

They:

Are very product focused - Price and features lead.
Are reactive to customer demands.
Do not measure customer satisfaction.
Deliver a very physically based Customer Experience.
Treat employees poorly and do not give any authority to recompense customers.
Are a product siloed organisation.
Ask their customers to call on separate numbers for different parts of the organisation.
Have efficiency and productivity as the most important KPI's - Not customer KPI's.
Reward people on sales productivity and efficiency.
Dictate which channel customers use.

Click here to take the Limited Naïve to Natural™ Model assessment for your organization.

Transactional

An organization that focuses primarily on the physical aspects of the Customer Experience. They have recognized the importance of the customer, however, their focus is rudimentary as many aspects of the Customer Experience remain left to chance, are uncoordinated and "inside out". They are typically reactive to customer demands.

Traits

They:

Have have customer Key Performance Indicators (KPI's) included but all physically based.
Are functionally organised and have recognised the need for Customer Service.
Have contact with the customer via 0800, have looked at coordination, and have extensive call menus that are used to screen calls.
Take into account Customer Physical expectation.
Have Senior Managers that spend limited amount time with customers.
Have no complete view of customer on systems.
Have no defined Customer Experience.
Recruit people with the right attitude, rather than just skills.
Have training that takes place on how to deal with difficult customers.
Have employees that are given some limited authority.

Click here to take the Limited Naïve to Natural™ Model assessment for your organization.

Enlightened

An organization that has recognized the need for a holistic, coordinated and deliberate approach to the Customer Experience. They are proactive in nature towards the Customer and orchestrate emotionally engaging Customer experiences. They stimulate planned emotions.

Traits

They:

They have defined their Customer Experience.
Focus on stimulating planned emotions and build these into the design of their Customer Experience.
Have recognised customers have emotional expectations and plan how to meet and exceed these.
Have started to align the employee experience and their Customer Experience.
Employ people with emotional capabilities.
Look at the end to end Customer Experience.
Have appointed a Customer Experience director and established a Customer Experience council.
Involve the customer in the design of processes.
Have integrated systems and a "complete view of the customer" is achieved.
Have Customer Experience measures that account for a large part of bonus.

Click here to take the Limited Naïve to Natural™ Model assessment for your organization.

Natural™

An organization where focus on the customer is total. They are very proactive and are Natural™ly focused on the complete Customer Experience. In order to produce memorable and captivating Customer Experiences they use specific senses to evoke planned emotions.

Traits

They:

Are completely focused on the customer.
Have the customer in their DNA.
Have a deliberate Customer Experience and a clearly defined Customer Experience statement.
Have systems that are built to improve the Customer Experience.
Have a culture that is designed, and aligned to the Customer Experience.
Focus on depth of emotion.
Consciously use sense to provide a captivating experience.
Use theatre as a delivery method.
Recruit people who are good at acting.
Have an integrated approach to the customer.
Have an experience map™

Click here to take the Limited Naïve to Natural™ Model assessment for your organization.