View
1.022
Download
2
Category
Preview:
DESCRIPTION
Citation preview
KEYNOTE
OUTSIDE INThe Power of Putting the Customer at the centre of your business
Steve Towers
Ste
ve.to
wers@
bp
gro
up.o
rg
Join me on Linked In: http://bit.ly/LinkWithSteve
KEYNOTE
OUTSIDE INThe Power of Putting the Customer at the centre of your business
OUTSIDE INCUSTOMER CENTRIC PROCESSES
Understanding who the customer is, and what do they really need
Understanding the customer experience.
Identifying best and next practices in customer centricity and Outside In.
Winning the Triple Crown with Customer Centricity – simultaneously growing revenues, reducing costs and improving customer service
www.stevetowers.com www.bpgroup.orgwww.certifiedprocessprofessional.com
www.towersassociates.com www.oibpm.com
ReikiNLP
Hypnosis
IndustrialEngineeringO&MSystemsOps ResearchOutside-In
Originally an Industrial Engineer worked in Operations, Marketing & Systems from the front line to the ‘C’ Level.Also a qualified Master Hypnotist, HypnotherapistNLP Practitioner and Reiki Master.
I have worked on a long
term basis with many
leading companies over
the last decade..
Written several books..
COMMUNITY
• Global – 70,000
• LinkedIn – 9,000+
TRAINING
• Accreditation CPP Practitioner CPP Professional CPP Master
• Open & In house Learning
• Online Support
BUSINESS PROCESS
PROFESSIONAL
• Support Groups
• Mentoring & Coaching
INFORMATION&
RESEARC
H
• Articles, News
• Discussion
• Conferences & Seminars
www.bpcommunity.org
www.bpmbox.com
www.bpgroup.org
www.successfulcustomeroutcomes.net
HOWEVER BEFORE WE BEGIN…WE HAVE TOO MANY PLATITUDES ABOUT CUSTOMERS
MOTHERHOOD AND APPLE PIE!
SHOW ME THE MONEY! LESS OF THE SOFT AND FLUFFY STUFF – MORE OF THI$
Low
er
Cost
sH
igher
R
evenues
Im
pro
ved
Serv
ice
OUTSIDE IN IS HARD AND TANGIBLE – IT IS ALL ABOUT
REDUCINGCOSTS
GROWING REVENUES
IMPROVINGCUSTOMER SERVICE
OUTSIDE-IN THE SECRET – WHAT IS IT?
It’s only magic if you do not know the trick!
WHO IS WINNING WITH OUTSIDE IN?(AND DOING WORK IN A VERY DIFFERENT WAY)
Different Shapes and
Sizes – all industry
sectors – public and
private
UNDERSTAND WHO THE CUSTOMER IS AND WHAT THEY REALLY NEED
UNDERSTAND WHO THE CUSTOMER IS AND WHAT THEY REALLY NEED
“If you're not serving the
customer, you'd better be serving someone who is.”
Karl Albrecht
“The customer is our reason
for being here.”
“We need to get scientific about the Customer Experience”
A customer is the most important
visitor on our premises.
He is not dependent on us.
We are dependent on him.
He is not an interruption in our work. He is the
purpose of it.He is not an outsider
in our business. He is part of it.
We are not doing him a favour by serving him.
He is doing us a favour by giving us an
opportunity to do so.
Mahatma Gandhi
DO YOU SEGMENT CUSTOMERS AND MARKET FROM THE INSIDE-OUT?
OR
DO YOU CATEGORISE CUSTOMERS IN TERMS OF NEEDS PRIMARY/SECONDARY AND INTERNAL?
OUTSIDE IN EVALUATION 1
The Needs of
the Custome
r
Who is the
Customer?
What is the Customers Expectation
?
What is the Process the Customer
thinks they are involved
with?What do we
do that Impacts
Customer Success?
What are the SMART
needs of the Customer?
What is the One line
summary of the NOC?
Customer Needs Assessment (CNA)
MEET THE
NEED!
MEET THE WANT
It is easy to say but why do some find it So difficult…..We have an inherited an industrial legacyIn thought and actionWhat shape are you in?
THE PYRAMID
ww
w.fl
ickr.com
/photo
s/mw
ichary
/23
56
66
38
50
/
CEO
Marketing Sales Customer Service Operations Finance
Our organisations all look the same...
CEO
Marketing Sales Customer Service Operations Finance
Processes wend and meander their way around these rigid structures...
CEO
Marketing Sales Custome
r ServiceOperatio
nsFinance
And hey ho – we nearly forgot the customer! Now where do they go?
CEO
Marketing Sales Custome
r ServiceOperatio
nsFinance
In other words... Everything looks like a Scottish pin factory!And the way we describe everything can be just as inside-out…
What’s Missing? Our representation systems were born in the Industrial Revolution – are they still relevant?
A New Landscape is emerging
We need to Understand
The Real NEEDS and not the wants of the
Customer
Once we have that we can
create alignment to those Needs
(Successful Customer
Outcomes)
What time is The 3 o’clock parade?
If I had asked them what they wanted
they would have said
faster horses
Henry Ford – the Model T
DO YOU CAPTURE WHAT THE CUSTOMER SAYS THEY WANT?
OR
DO YOU FIGURE OUT WHAT THE CUSTOMER NEEDS EVEN WHEN THEY DON’T KNOW IT THEMSELVES?
OUTSIDE IN EVALUATION 2
OUTSIDE INCUSTOMER CENTRIC PROCESSESUnderstanding who the customer is, and what do they really
need
Understanding the customer experience.
Identifying best and next practices in customer centricity and Outside In.
Winning the Triple Crown with Customer Centricity – simultaneously growing revenues, reducing costs and improving customer service
UNDERSTANDING THE CUSTOMER EXPERIENCE
The Customer Experience is the Process
WHAT DOES THE CUSTOMER REALLY NEED?
Design isn’t the way something looks – it is the way something works
DO YOU MANAGE PROCESS THROUGH THE THINGS PEOPLE DO?
OR
DO YOU HARNESS AND CONTROL PROCESSES BY UNDERSTANDING WHAT CAUSES THEM (THE MOMENTS OF TRUTH)HOW MANY MOMENTS OF TRUTH DO YOU HAVE?ARE THOSE MOT’S UNDER CONTROL?
OUTSIDE IN EVALUATION 3
DO YOU MEASURE PROCESSES BASED ON OUTPUTS AND ACTIVITY TIME?
OR
DO YOU MEASURE PROCESS BASED ON SUCCESSFUL CUSTOMER OUTCOMES?
OUTSIDE IN EVALUATION 4
DO YOUR PROCESSES START WITH AN INTERNAL TRIGGER (PHONE CALL, LETTER, REQUEST FOR SOMETHING?)
OR
DO YOUR PROCESSES START AND END WITH THE CUSTOMER NEED AND FINISH WHEN THAT IS DELIVERED?
OUTSIDE IN EVALUATION 5
I deserve something
special
VG Onlin
e
VG Onlin
e
Book
OnlineWelcom
e
Preference &
Personalization
Optimised
Touch
Medical
Exam
SpaceSuit
Fitting
Training
The Launc
h
Sign-Up
The Virgin Galactic Customer Experience
VG Astronaut
s
LiveFeed
FAQs
VG Club
ShareAll Level
Access
All Level
Access
All Level
Access
Blog
Video
The Club
DO YOU ASSESS ORGANISATION CAPABILITY BY SKILLS AND COMPETENCE?OR
DO YOU MEASURE SUCCESS BASED ON THE DELIVERY OF SUCCESSFUL OUTCOMES?
OUTSIDE IN EVALUATION 6
WITHIN YOUR BUSINESS OR YOUR CLIENTS ;-)
Where does your processstart and finish?
What is the Successful Customer Outcome?
What are the Key Momentsof Truth in this Process?
What business are you (REALLY) in?
Current S
tate
Future State
Current S
tate
Future State
Current S
tate
Future State
Current S
tate
Future State
Outside-In Strategic Matrix (OI-SM)
OUTSIDE INCUSTOMER CENTRIC PROCESSES
Understanding who the customer is, and what do they really need
Understanding the customer experience.
Identifying best and next practices in customer centricity and Outside In.
Winning the Triple Crown with Customer Centricity – simultaneously growing revenues, reducing costs and improving customer service
WHO IS WINNING WITH OUTSIDE IN?(AND DOING WORK IN A VERY DIFFERENT WAY)
Different Shapes and
Sizes – all industry
sectors – public and
private
“Outside-in is a
powerful idea”
Jack Welch
the ability to learn more about our customers
the ability to turn that learning into action
OUTSIDE IN - SIX KEY QUESTIONS TO ASK
We used to dream about this stuff.
Now we can do it. That is really Cool.
BPO
OnSteroids
www.bpgroup.org
Thank you
Questions?
Provide yourBusiness
cardAnd get this
Book plusKey case
studyAccess!!
KEYNOTE
OUTSIDE INThe Power of Putting the Customer at the centre of your business
Recommended