1. Service integrated Relationships (SiR) Innovating towards superior customer experience and increasingly digitalized E2E value chain
SiR Intel, SiR GOODWILL, SiR ACADEMY

2. Project implementation references

3. GDS = Goodwill Differentiated Services
SiR value logic for ongoing collaborative end-user relationships
“End-user customers high on Goodwill can perform any function in an organization and any role in a service process”
SiR middleware
“Touchpoints and encounters high on context, end-user distance, change, risk or contingencies need relational intelligence”
SiR levels
Strategic (goodwill as driver of co-created value & operational excellence)
Managerial (goodwill as customer success metric)
Process (goodwill as service process differentiator)
GDS = Goodwill Differentiated Services

4. CX layer
Communication platform
SiR framework
Customer’s need for...
Customer as a ...
Customer involvement
Business Value CX
(relationship aware) Customer Journey
GDS
(goodwill differentiated service)
caring
affect
Consumer (CaaC)
Be happy, open, and pay
commercial
CX+
Relational Encounter
SiR
(service integrated relationships)
collaborative behavior
Resource (CaaR)
Help operationalize the mental value chain (CX-RO-R-GW-Co) dependent on the level of goodwill
organizational
Meta-CX
Customer Dialogue
SoR
(state of relationship)
sophisticated cognition
Asset (Equity) (CaaA)
Strategize individual CX/CX+ in real-time. Use goodwill to achieve any strategic goal
strategic

5. SiR 5 Layers
The Measurable Mental Chain of Value

6. In ongoing customer relationships…
Loyalty is the willingness and facilitation of customers to adopt co-creative value roles beyond being a mere customer (process co-ownership) => Loyalty is a process
Goodwill is reflected in a perceived open line of communication between customer and brand/organization which is needed for loyalty to grow (Customer as a Resource)
A mutual sense of relationship motivation and relationship is the key driver of goodwill

7. Start to measure Goodwill now…
Reflective measure
(4 items)
I like the brand a lot
The brand energizes me
The brand relationship is important to me
I would like to be included in the brand’s plans
About the brand, which applies most to your relationship?
All brands are kind of the same
You are curious what the brand will come up with next
You enjoy your time with the brand
You contribute to the brand’s success
Goodwill as communication
(1 item)
To what extend do you agree that there is an open line of communication between you and the brand?
Goodwill
Goodwill as contribution
(1 item)
I am served as a person, not as a customer
The brand is a structural part of my daily life
I feel important to the brand
My relationship with the brand has come a long way
I and the brand have each other’s best interest at heart
The brand can always appeal to me
I feel invested in the brand
Formative measure (7 items)

8. CX + Goodwill : value creation
Value from CX
Value from Goodwill
Active customer participation in CX
Issue solution collaboration
Premium spend (cross-up)
Information openness
Repeat purchase
User generated content/comments
Fan-ship (talk positive)
Positive bias towards CX quality
Referrals
Anticipated future with the company/brand
Relationship maintenance
Intensive and creative usage of products and services
Sustained user community participation
Co-developed products, services and solutions for other customers
Readiness to contribute to any strategic company goal

9. Functional groups, Roles & Responsibilities
The two-way relationship between functions & customer strategy
The evolving contribution of functions to customer success
The evolving impact of customer strategy on functional groups
Functional group (re)focus:
Move Strategy into Interaction
Move Sales/Service into Relational orientation
Move Marketing into End User driven value programmes
Move Finance into Asset management with Customer as a Resource (CaaR)
Move Business Intelligence into End User dialogue
Move ICT into SMART Man-Machine combinations
Move Quality management into (de)briefing encounter management
Move HR into informed empowerment skills & capability management

10. Professional Trainings: Goodwill Hunting - SiR implementation
Formulating a customer focused strategy: Customer Logic and Rhetoric
Designing a Goodwill based dashboard of Operational Excellence
Implementing SiR: plan, design, build, validate, transition, scale, sustain
Profiling the relationship with every End-User
Process Re-design: Transforming touchpoints into encounters
Developing Content for Goodwill Differentiated Value programs
Identifying critical skills and capabilities for Goodwill
Technology: SiR Automation

11. Q&A
Thank you
Ingmar Hermans