Change the Game: Share the Work

Compose your Customer Experience Score

  • Is this you?

    Business is great,
    • You've built up a good team
    • In many ways your team are brilliant
    • You've built a great reputation with clients
    • You can see huge opportunities to expand right now
    • You've put your heart and soul into building this business
    • You know you have something unique to offer
    • You're almost ready to retire
    • This business could be your legacy
    but
    • it seems impossible to get people to do things your way
    • nobody cares about the customer experience like you do
    • you daren't step away, in case clients are let down
    • you're reluctant to take them, in case everything breaks
    • you need your holidays, weekends and evenings back
    • you don't want to lose it by going 'corporate'
    • you know the business value depends on you being here
    • you're not sure how to hand the business on
  • What is a Customer Experience Score?
    What is a Customer Experience Score?

    The Customer Experience Score(TM) is a new way to think about and capture business process, that changes the game of scaling a small business successfully.

    It enables you to think of your business as an orchestra, instead of a pin factory. You become a composer instead of a boss.

    You’ll learn to see your people as talented musicians, who know their own instruments and don’t need to be told where to put their fingers. They form the orchestra that plays your music. They collaborate and co-ordinate their efforts to deliver the audience experience you envisaged when you started your business.

    All they need is a clear score to follow.

    By thinking through and capturing your own unique Customer Experience Score(TM), you’ll be able to build a profitable, customer-centric, replicable business you can step up with or away from when you choose, without killing yourself, your team or your business along the way.

    How is this different from other things I've seen?
    How is this different from other things I've seen?

    Most process mapping works from the inside out – from an internal perspective of how we do what we do.

    The Customer Experience Score(TM) is built around what you do for the people you serve. It’s based on a model of a business that resonates for the businesses we work with:

    Most process mapping starts from the bottom up, with technical, detailed procedures such as raising an invoice or onboarding clients.

    The Customer Experience Score(TM) is built from the top down, starting from the core high-level process every business runs, that of attracting and serving customers, or, as we like to put it, making and keeping promises to the people you serve.

    Most process mapping or workflow software companies want your business to be generic, so that they can create a ‘one-size fits all’, mass-market product.

    The Customer Experience Score(TM) lets you tailor everything to your business. We know that you have your own unique way of making and keeping promises, which is why the clients who love you, love you. We want that uniqueness to shine through in everything you do.  So, in our tool, as you work down from our top level, you’ll identify how you want to deliver your own unique Promise of Value in your own unique way. The further down you go, the more uniquely you can define how things work for your business.

    This is how you embody, teach and protect your unique way of doing things, protecting the value you deliver, and the rewards you receive in return. Your Customer Experience Score(TM) will never look like anyone else’s – not even a business in the same industry.

    Most workflow tools are designed to work like a straitjacket. They are designed to force people to do things ‘the one right way’.   These tools replace the micromanager, not the visionary leader. They turn people into unthinking robots who only follow orders.

    We believe that people should be encouraged to be more human at work, not less.  So The Customer Experience Score(TM) is designed to work like a score.   You become the composer and your people musicians, each of whom have a part to play.  They may even play many different parts.   As talented musicians, they know both how to get the right sounds out of their instrument and how to interpret your Score to deliver a delightful audience experience every time.

    A Customer Experience Score(TM) tells people what needs to happen, not how. You can choose to be classical and write down every note, or you can be jazz, and let people improvise in the right places. Your people become more responsible, more creative, more human, not less. The specific instruments and individuals may change, but your Customer Experience Score(TM) ensures the music will always carry on.

    Most process mapping notations are complicated, and need specialist skills to use and to read. That’s because they’re designed to enable humans to tell machines what to do. Machines are stupid, they take everything literally, so everything has to be spelled out in excruciating detail.

    We’ve designed the Customer Experience Score(TM)for use by humans for other humans.  Our notation is simple. Anyone can read it, and with a little help from us, anyone can write with it.

    That means you can skip a lot of unnecessary detail, concentrating on the essentials. You can use your brain and your heart to compose your Score. There are only 2 kinds of symbol and hardly any rules. You can be as jazz or as classical as you want.

    Once written, your Score becomes available on the cloud, accessible everywhere with an internet connection. It contains everything your people need to understand and play your beautiful music well.

    Most software vendors want you to buy their expensive consultancy services, or add-on industry templates.

    We want you to succeed in your own unique way. Our aim is to support you in whatever way works best for you.

    So we’re building an ecosystem you can plug into when you sign up, that will support you through composing your Customer Experience Score(TM) and beyond.

    This ecosystem includes:

    • Top-level skeleton processes to get you started. Common process patterns we’ve encountered, for you to use or not, as you wish. As we discover more process patterns, we add them to our library at no extra charge to you.

    • The bigger picture, our Philosophy, Manifesto and Principles for writing a Customer Experience Score(TM).

    • How-to’ processes defined in the tool using our notation, so you can follow how to write your Customer Experience Score(TM) using the tool itself.

    • Monthly get-together for every Customer Experience Score(TM) Composer to attend or not, as you choose.

    • An online forum (our Conservatory) where you can talk to and collaborate with fellow Composers.

    • Weekly 1 to 1 coaching calls to get you on the right track and keep the momentum going.

    We’re also working on a complementary software product (Metronome(TM)) that takes your Score and turns it into a complete management system, so you and your people can track the actual experience of individual customers through your Score, measuring performance and identifying opportunities for improvement.

    Most software vendors want you to sell their software to your clients.   We want you to build your accounting business by helping your clients to build theirs.   So we teach you to help your own small business clients capture their own Customer Experience Score(TM)

    Once you’ve been through the programme for yourself, you can choose to become a Customer Experience Score Maestro(TM), and offer this service to your own clients, in return for a modest share of the profits.

    As a Maestro, you’ll build an even deeper relationship with clients, by helping them to explicitly connect the numbers with the processes that deliver those numbers – by helping them to see and describe their business as a system.

    What's in it for me?
    What's in it for me?

    In a word, freedom.

    With a Customer Experience Score(TM) to support them, your team can get on without you. They’ll know what the business promises to customers, and they’ll know their part in delivering that. They’ll be happy to take more responsibility, more initiative and bring their own style to what they do.

    With confidence in your team, you can spend more time on vision and strategy than the day-to-day running of your business, or simply step back and take more time out for yourself. Get your weekends, your evenings and your holidays back.

    You’ll make more profit. When everyone is clearer about your Promise of Value and how that’s delivered, you’ll start to attract and retain more of your ideal clients – the ones that are happy to pay more for what only you can bring them.

    Take on more business without adding overhead. Your Customer Experience Score(TM) lets people manage themselves. You don’t need to add management overhead to expand capacity. Like an orchestra, if you want more impact, you simply add more players.

    You’ll grow your team – not just in numbers but in capabilities and responsibilities. By supporting them to be responsibly autonomous, you will be developing the new generation of confident, humane accountants who can thrive in whatever environment comes next. By giving yourself more freedom, you’ll be given them more freedom too.

    You’ll have a scalable business, to step up with and grow further, or to step away from altogether and sell at a higher value. Because you don’t need to be there, you won’t need to hang around after a sale either – especially if you can sell to your team.

    If you decide to become a Maestro, you’ll add another income stream to your business that complements the compliance and financial advisory services you already offer. You’ll have even more positive impact on your clients’ businesses, helping them to achieve the kind of freedom they seek. You won’t just be growing your own business, you’ll be growing your community.

    How do I know this is for real?
    How do I know this is for real?

    Ask Miguel Calabrese.  Their Customer Experience score has helped them grow 40% every year since 2014.

    What's been holding me back?
    What's been holding me back?

    You’re the owner manager of a successful small business. You’ve had enough to do keeping everything going as it should.

    Adding managers is expensive, takes time to be effective and to begin with just adds to your workload as well as your wage bill.

    And anyway, this traditional way of growing a small business isn’t really what you want. Becoming corporate was never your dream.

    Who's to Blame for That?
    Who's to Blame for That?

    We’ve been telling ourselves the wrong story about small business for decades.

    The top-down, manager-heavy, corporate hierarchy where minions just do what they’re told may have been a good business model for the 19th and early 20th centuries. It isn’t right for now, when customers are more demanding and more discerning than ever and automation can take care of the boring bits.

    To succeed now, businesses need to put the relationships they create with customers at the heart of what they do. That takes emotional labour, and minions can’t deliver that. Only empowered, motivated, responsible self-managing human beings can.

    Why Should I Trust You?
    Why Should I Trust You?

    Our founder, Kirsten Gibbs has developed this approach over 20+ years of working with business large and small. Her first client was ING Barings. She’s worked with cutting edge businesses like Recruitment Genius, Pessl Instruments and Cellink. She’s also worked with startups like Epicuri, and purpose-led businesses like DogKnows.

    We know this approach works for any business. We know it works for accounting practices.

    But we don’t expect you to take us at our word.

    We want you to succeed. We want you to see results. Commit to putting in the effort from your end and we’ll do everything we can to support you.

    All we ask is that you give it a proper try for 3 months. If you don’t start to see results by then you can stop, and choose from the following options:

    • Hand everything back and get a full refund on payments already made.

    • Keep what you’ve built so far, hosted and accessible to your team on our platform for a smaller monthly fee.

    • Switch to our ‘Done for you’ option. More expensive, but a lot less effort for you and you’ll have your Customer Experience Score(TM) done within 9 months.

    Meet Kirsten
    Meet Kirsten
    How Does it Work?
    How Does it Work?

    It all starts with defining your unique Promise of Value. This is an important foundation for everything that follows, so we do this step with you.

    We book an online Promise of Value session with you, at a time to suit you when as many of your team as possible can take part.

    We run this session for you, take the outputs and use that to produce a Promise of Value statement for your business.

    We then present that back to you and your team, make any adjustments and once you’re happy with it, load it up into your Customer Experience Score(TM).

    Meanwhile, you are plugged into the Conservatory ecosystem:

    • Top-level skeleton processes to get you started. Common process patterns we’ve encountered, for you to use or not, as you wish. As we discover more process patterns, we add them to our library at no extra charge to you.

    • The bigger picture, our Philosophy, Manifesto and Principles for writing a Customer Experience Score(TM).

    • How-to’ processes defined in the tool using our notation, so you can follow how to write your Customer Experience Score using the tool itself.

    • Monthly get-together As a Conservatory member, you will also be invited to our monthly get-together. This will be mainly online, but once it’s safe to do so, we plan to run live events too.

    • An online forum (our Conservatory) where you can meet other composers, ask questions, bounce ideas around and help each other out.

    While we’re working on your Promise of Value, you have time to familiarise yourself with the software, read the ‘how-to’s, look at the skeleton processes and process patterns, and start to think about whether you want to start with Keep Promise or Share Promise.

    Once you have your Promise of Value defined, we start the Weekly 1 to 1 coaching calls.

    These calls are intentionally short, laser-focused on moving you forwards. They are intentionally frequent, to keep you doing the work, so you can build real results quickly and gain momentum.

    We’ll call you every week at a mutually agreed time, to help you plan your approach, review what you’ve produced so far, think through how you want everything to work in line with your Promise of Value, and learn how to capture that effectively in the software.

    Expect the whole thing to take 12 months – there’s always much more to running your business than you think – but you should also expect to see results from month 1, especially if you adopt an ‘implement as you go approach’, encouraging your team to adopt, test and refine new processes as you define them.

    All we ask is that you give it a proper try for 3 months. If you don’t start to see results by then you can stop, and choose from the following options:

    • Hand everything back and get a full refund on payments already made.

    • Keep what you’ve built so far, hosted and accessible to your team on our platform for a smaller monthly fee.

    • Switch to our ‘Done for you’ option. More expensive, but a lot less effort for you and you’ll have your Customer Experience Score(TM) done for you within 9 months.

    Once you’ve created your Customer Experience Score(TM), you can choose to carry on with the weekly calls, or simply keep your Promise of Value and your Score hosted on our platform at a lower monthly fee.

    Either way, you keep your Conservatory membership so you’ll be able to stay in touch with fellow Composers and you’ll always be welcome at our monthly get-together.

    How Can I Get Started?
    How Can I Get Started?

    Choose your level, depending on how big your business is, or how many of your team you want to be involved in developing your Customer Experience Score(TM):

    Sign up to the programme and pay for your first 3 months.

    Choose the day and time for your weekly coaching call (the same time every week is best if you can do it.)

    We’ll send you a link to sign up to the software; create your skeleton Score and set you and your Score-writing team up to access it.

    We’ll add you to the monthly group session mailing list and the online forum.

    Then we’ll contact you to book your Promise of Value workshop.

    Why Now?
    Why Now?

    Even before Covid-19, accountancy was already in the middle of a big shift.

    Covid-19 has brought that to a head.  You’ve probably already lost clients, and are likely going to lose some more once all the government support schemes come to an end and the economic downturn kicks in.

     You’ve already had to change the way you work.

    The clients you have are going to love you forever, but to grow your business back to where it was and beyond during the hard times to come is going to take something new.

    You’re going to have to offer excellent customer service and hands-on practical advice at prices that clients are willing and able to pay.

    That means doing more with the same resources. It means getting strategic with process. It means creating a Customer Experience Score(TM) that attracts the people you want to serve, allows drudgery to be automated and liberates your people to deliver high-value, practical, human-centred services that go way beyond compliance.

    The silver lining is that there are countless baby-boomer accountants who are ready to call it a day, now or over the next few years. They want to sell up, and they want their clients taken care of well.

    Creating your Customer Experience Score(TM) puts you in a prime position to take advantage of this. By enabling you to confidently delegate emotional as well as physical labour, you’ll be able to add capacity without adding management overhead.  You’ll be able to add profit.

    What do I have to lose by not doing it?
    What do I have to lose by not doing it?

    You could lose your best clients. Not the ones you have now (they’ll love you forever because of the way you’ve helped them through this crisis), but new ones that should be yours. Not quickly, but slowly, over time, you’ll find yourself with lower value, higher input clients as the ones you really want to work with find accountants who can offer consistently excellent customer service and practical support at a reasonable price.

    You could lose your best team members. The ones who want to go the extra mile for clients, who want to go beyond compliance, beyond the numbers to practically support business clients to scale. No longer limited by geography, your best team members will leave for a firm that offers more of these opportunities, or to start up on their own.

    This means you could lose your nest-egg. Not quickly, but slowly, over time, you’ll find the value of your business eroding, as bookkeepers take over simple, automatable compliance, and competitors take the most profitable clients and poach your best people.

    All you have to lose by creating your Customer Experience Score(TM) is the long hours, no holidays, and stress of taking all the emotional labour of your accountancy business onto your own shoulders.

    Write your Customer Experience Score(TM). Change the Game, share the work. Build a business that delivers the freedom you’ve always dreamed of. For you, your team and for your clients.