https://www.digital-driven-by-customers.com/clarify-the-promise daily 0.75 2018-06-08 https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1522994553092-9S2D8QKQ24U6M913ZE03/Strategic+Value+Vision.png 1. Clarify the Promise https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1522996109807-4R40H9NJD5K8UZYMRYFS/Customer+Promise.png 1. Clarify the Promise https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1522998168266-MSFXESWERU9P66VWI5F8/DBS.png 1. Clarify the Promise https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1522997009987-I8GNF6X553CZR9187LB3/Strategic+Value+Vision.jpg 1. Clarify the Promise https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1522997368917-4U9WCZ0MDFFDS2WIUBSO/Customer+Promise.jpg 1. Clarify the Promise https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1522997829788-TTRZRFJ3W9NEL3TF2ZYL/DBS.jpg 1. Clarify the Promise https://www.digital-driven-by-customers.com/2-explore daily 0.75 2018-06-08 https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1523011056470-93TY88U3BWAHQRMZTG67/Focus+groups.jpg 2. Explore Difference with satisfaction surveys and focus groups Immersion surveys are different from customer satisfaction surveys or focus groups. Customer satisfaction surveys are based on a statistical average of evaluation provided by customers – this is very useful to evaluate whether the customer base is satisfied and why, but it doesn’t really help to define the target customer journeys, because it doesn’t provide a detailed end-to-end and step-by-step view of the customer experience for a given customer. Focus groups are great to test new ideas, because they create a dynamic environment where participants react to others’ proposals and bring new ideas. They are less efficient in getting detailed feedback on existing customer journeys, because there are biases in the answers that participants may give in front of the others. https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1523011338177-1HVWEMGFXVY5YUIPYBBK/Interview.jpg 2. Explore HOW TO BEST CONDUCT CUSTOMER INTERVIEWS Customer interviews are not easy to conduct, if you want to really uncover useful insights. It is crucial to not to influence the responses, in particular by asking open questions, not being judgmental, always probe, in order to understand the customer's mental model and the reasons for acting. https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1523016681977-IF2MAVTWZSXQAJQJZW27/Journey+Map.png 2. Explore https://images.squarespace-cdn.com/content/v1/5ac6d87db40b9d3f528314b9/1523010360078-2Z1HOGFDOGKRGEPZCE1Q/Research.jpg 2. 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