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Snowing
We extract from a small group of customers their root-cause problems.
Problem statements are gathered using a special technique called snowing, which gets to the root causes of issues without making assumptions. These originate from peers in the same industry or organisations, and cover the issues the group believe are affecting customers. Snowing workshops typically take one day.
Then, using tools such as the CatNet and/or CatMat, we obtain the ranking of those problems from a wide range of perspectives: staff, customers and any other stakeholder group. We can compare this customer ranking of problems with that of your staff to reveal perception gaps that are powerful change agents.
CatMat
The patented CatMat process consists of a set of cards which are sorted by the customer or member of staff into four areas as shown above. User are asked to sort the cards according to how important this problem is to them, or how important a problem they perceive this to be within the business, depending on their perspective. This takes about 15 minutes. The sorted cards are returned to Catalyst for statistical analysis.
This process is quick and highly efficient. Questionnaire-type projects typically have a 50% response rate; the Catalyst process has a proven return rate of 70-95%.
CatNet
The CatNet is the online version of the CatMat, and is just as easy to use. With dispersed staff and customer populations, it is an effective way of quickly reaching many people, with minimal impact on often overstretched support staff (I mean management/HR/whoever gets to deal with the project?). The CatNet can be presented in multiple languages and delivered to any browser anywhere.
Time and Money
From a practical point of view, exercises which gather such information can be resource intensive. The Catalyst process is uniquely able to minimise the impact on the working day, while affecting every corner of a business.
In addition to the snowing sessions and the 15 minute interviews, one person is required to be a Catalyst Champion, which essentially involves two two-day workshops and the provision of a list of those taking part. The results of the project then need to be disseminated all throughout the organisation in order to ensure changes make a real difference.
What's next?
Turning this picture of your customer's perception into new processes and new ways of behaving is not easy, but the information does enable you to be clear about the actions necessary and provides you with some strong internal levers for change to a more 'customer focused organisation'. This is the third part of the process - the Output, Analysis and Actions.
Test drive the Catalyst process today - try out the CatNet interactive demonstration or see some Case Studies. The process has worked for both small and large organisations as diverse as Health Trusts in the UK to Ford of Europe motor company.