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Creating growth with customer-centric digital services: RULES FOR REVOLUTIONARIES Presented at the Management Events seminar in Helsinki 1st of October 2014
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Creating growth with customer-centric digital services:
Rules for revolutionaries1.10.2014 Tony Virtanen, Digital Strategist, Knowit Oy
© Copyright Knowit Oy 2014 | Confidential | Version 1.0
25%Source: Gartner 9/2013
of businesses will lose
competitive ranking by 2017
due to digital incompetence.
?!How do I create a service that revolutionizes our industry and the life of our customers?
#1Play likeGretzky
- Wayne Gretzky
“I skate to where the puck is going to be, not where it has been.”
2008: Facebook had< 100M users
Is it already too late?
>
>
>
The user experience revolution
It affects the routinesof everyday life.
- Saara Taalas, “IKEA-professor”
How do you recognizea significant trend?
#1 Play like Gretzky:
Recognize trends and aim for the next wave.
#2Don’t trust
the HIPPO*(*HIPPO = HIghest Paid Person’s Opinion)
No technology risk!
…but the risk that nobody cares.
Do you know your customers/users?
Say & do Think & feel
See & hear Appreciate & value
Observe Infer
LOYAL CUSTOMER
Advertising
REALIZE NEED
GATHER INFORMATION
PURCHASE
Blogs
Adwords
Media
Discussion forums
Sales reps
Sharing
online service
Personalized communication
Online store
I want to buy more..
Social Media
Mobile
ReviewsFeedback
Sales service
Brick and mortar shop
Direct marketing
Websites
Social MediaArticles
Customer care
Targeted marketing
I recommend you…
Case: Gilje Tre
• Second largest window and
door maker in Norway.
• Revenue 400 MM NOK
• 80 employees
• Sales B2B, B2B2B, B2B2C
No direct sales B2C
• Sells mainly through hardware
retail chains like Optimera.
8.10.2014 16
Case: Gilje Tre
• Second largest window and
door maker in Norway.
• Revenue 400 MM NOK
• 80 employees
• Sales B2B, B2B2B, B2B2C
No direct sales B2C
• Sells mainly through hardware
retail chains like Optimera.
8.10.2014 17
7 weeks15 cities
20+ retailers40+ offers
6500 km of driving
Footwork > understanding
#2 Don’t trust the HIPPO:
Get out, observe, infer.Walk in your
customer’s shoes.
#3Sketch,
sketch, sketch
1 workshop3h
4 participants29 sketches3 iterations2 solutions
Fast prototyping
HTML-prototypeWireframe Design
CX≠UI…but rather CX+UI
Customer Experience User Interface
#3 Sketch, sketch, sketch
Sketch and prototype yourcustomer experience.
Do it fast.
#4Don’t worry
be crappy
How long does it take to revolutionize the world?
24 h 3 months
Don’t screw up!
What you do not wish for yourself, do not do to others.
The Minimum Viable Product
The Minimum Viable Product (MVP)
HIPPOProto > Data >
#4 Don’t worry, be crappy:
Launch quicklyand release often.
#5Again-again!
BuildLearn
Measure
Ideas
Product/ Service
Data
More cycles in less timereduce the risk.
Traditional (one cycle)
Risk
Time
Risk
Learn
Agile (multiple cycles) > Lower risk!
Risk
Time
Risk
Learn LearnLearn
How many times dowe have to try again?
#5 Again-again!
Build. Measure. Learn. Again and again.
Your service is never ready.
Creating growth with customer-centric digital services:
Rules for revolutionaries
?
There’s always a way.Otherwise, we’ll invent it.
#6Knowit Concept Lab
From ideas to results in 7 weeks
1. ”Sketch” 2. ”Prototype”
1week
4. Implementservice
2weeks
3. ”Pilot”
3weeks
0. Innovate
1week
We create measurable business impact
Competitiveness and shareholder value
Increase sales• New customers
• Repeat- and cross sales opportunity identification
Customer loyalty• Customer dialog
• Brand loyalty
• Pricing power
Cost savings• Operational efficiency
• Process automation
• Self service
• Marketing automation
100+mobile apps
20+extranets
50+intranets
25+eCommerce500+
web sites100+
service design-projects
We are known for our workWe create growthfrom Digital.
#1in Quality Assurance
Creating growth with customer-centric digital services:
Rules for revolutionaries
?!Questions?
Feedback?
