Challenging Orthodoxies for Customer-Centric Change

1. BOOK TOOL Identifying Orthodoxies How Hard Is It to Be Your Customer? Using Journey Mapping to Drive Customer-Focused Change

2. Understanding Orthodoxies • Orthodoxies are ingrained ways of thinking and acting, from habit or from previous successes. • Rules, tools, techniques, and behaviors we accept or agree to. • Latent, shared beliefs that go unchallenged within the organization. • Every industry and firm has commonly held beliefs about “how we do things around here.” • Some examples: • Xerox: Copy machines must only be serviced by professionals. • City governments: It’s okay if permits are hard to get. • Banks: Provide critical consumer services through ATMs. • Music: Customers will go to record stores to buy CDs.

3. Identifying Orthodoxies What are ingrained beliefs within our own company about how we operate?  • We are strong in execution • We have reliable delivery • We have very few errors • Once onboarded, it's hard for customers to leave us • We can be seen as a competitor • We do not understand industry changes • We have higher prices • We are a one-stop shop for customer product & business solutions • Customers know and care about all the great solutions we provide What are ingrained, shared beliefs about our customers (common in our company and among competitors)? • Customers are okay with delays, understand that they happen • Customers never check to make sure they get the right pricing • Customers will always buy the lowest-cost options • We are an industry leader • We are more than order-takers; we’re a partner • We are hard to do business with (a lot of red tape) • Customers love our sales reps • Customers value our customer service • We are risk-averse • We offer world-class distribution • We are the best in the market • We are customer-focused

4. Identifying Orthodoxies What are ingrained beliefs within our own company about how we operate?  • We are strong in execution • We have reliable delivery • We have very few errors • Once onboarded, it's hard for customers to leave us • We can be seen as a competitor • We do not understand industry changes • We have higher prices • We are a one-stop shop for customer product & business solutions • Customers know and care about all the great solutions we provide What are ingrained, shared beliefs about our customers (common in our company and among competitors)? • Customers are okay with delays, understand that they happen • Customers never check to make sure they get the right pricing • Customers will always buy the lowest-cost options • We are an industry leader • We are more than order-takers; we’re a partner • We are hard to do business with (a lot of red tape) • Customers love our sales reps • Customers value our customer service • We are risk-averse • We offer world-class distribution • We are the best in the market • We are customer-focused Green = Customers agree

5. Identifying Orthodoxies What are ingrained beliefs within our own company about how we operate?  • We are strong in execution • We have reliable delivery • We have very few errors • Once onboarded, it's hard for customers to leave us • We can be seen as a competitor • We do not understand industry changes • We have higher prices • We are a one-stop shop for customer product & business solutions • Customers know and care about all the great solutions we provide What are ingrained, shared beliefs about our customers (common in our company and among competitors)? • Customers are okay with delays, understand that they happen • Customers never check to make sure they get the right pricing • Customers will always buy the lowest-cost options • We are an industry leader • We are more than order-takers; we’re a partner • We are hard to do business with (a lot of red tape) • Customers love our sales reps • Customers value our customer service • We are risk-averse • We offer world-class distribution • We are the best in the market • We are customer-focused Green = Customers agree Red = Customers do not agree

6. Identify Your Orthodoxies Brainstorm: • What are ingrained, shared beliefs within our organization abouthow we operate? • What are ingrained, shared beliefs within our organization about what our customers think?