Creating Insanely Great Customers: A Lean innovation strategy for engaging the planet's most strategic customers, the Insanely Great ones. | Get The Book | http://www.creatinginsanelygreat.com
A perfect storm of innovation taking place that is blurring the boundaries between how we develop products and engage customers. This presentation takes you into that storm and shows you how to harness it.
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Creating Insanely Great Customers Product Camp SF
1. Creating Insanely Great Customers
Creating Insanely Great Customers
Harnessing the Perfect Storm driving product strategy and customer engagement
Mike Connor
mike@spicecatalyst.com
www.linkedin.com/in/mikeconnor1/
2. Creating Insanely Great Customers
Topics
1.
2.
3.
4.
5.
6.
The Perfect Storm / Creating Insanely Great Customers
It takes a team
Creating Customer Value
Every Touch Point Counts
Innovation Engine Status
Get Agile
4. Creating Insanely Great Customers
There is a perfect storm changing the rules
Of product management, marketing and sales!
Big Data
& Marketing Automation
Enterprise & Industrial
Consumerization
Platform Enabled
Innovation
A GILE
Design, Development & Marketing
5. Creating Insanely Great Customers
That Storm is Accelerating the dialog, pace and nature of
What’s
Desirable
What’s
Possible
What’s
Viable
6. Creating Insanely Great Customers
Staying Competitive = Acceleration & Deepening Value Delivered!
Customer Journey
Status
Quo
Trigger
Point
Explore
Options
Evaluate
Solutions
Business
Case
Internal
Buy In
Purchase
Deploy
Solution
Customer Value Creation
Validate
Value
Expand
Use
Refer
7. Creating Insanely Great Customers
Who are the Insanely Great Customers?
The ones that get it!
8. Creating Insanely Great Customers
Prospects and customers expectations are increasing rapidly!
Insanely Great = New Good Enough
9. Creating Insanely Great Customers
What do the Insanely Great Customers want from their vendor partners?
Continual Collaboration, Learning and Innovation
Which allows them to deliver. . . sustainable creation of game changing customer value!
12. Creating Insanely Great Customers
“Every good product I've ever seen
is because a group of people cared
deeply about making something
wonderful that they and their
friends wanted. They wanted to
use it themselves.”
Steve Jobs
13. Creating Insanely Great Customers
This is a team sport – everyone in your company that works with customers and or
that is building things for them has valuable insight to bring
CEO
Status
Quo
Product
Development
Trigger
Point
Refer
Expand
Explore
Options
Business Dev. / Sales
| Account Dev.
Validate
Value
Deploy
Solution
Evaluate
Solutions
Purchase
Design
Internal
Buy In
Business
Case
Product
Management
Training
Marketing
Customer
Success Mgt.
14. Creating Insanely Great Customers
CEO
Status
Quo
Product
Development
Trigger
Point
Refer
Expand
Explore
Options
Business Dev. / Sales
| Account Dev.
Validate
Value
Deploy
Solution
Team
Member # 1?
Customers
Evaluate
Solutions
Purchase
Design
Internal
Buy In
Business
Case
Product
Management
Training
Marketing
Customer
Success Mgt.
15. Creating Insanely Great Customers
Action Steps
•
Identify “Storm” related teams / initiatives within your company
– big data
– marketing automation
– social media
– emerging technology /platforms / user experience driven design
– changing business models
– agile practices product, product management, marketing
•
Hold meeting to discuss Perfect Storm / Creating Insanely Great Customers
– Review current focus and alignment relative to Creating Insanely Great Customers
– Discuss benefits of alignment
17. Creating Insanely Great Customers
Creating Insanely Great Customers
Customer Insight - Accelerate Value Creation - Innovation
Michael Porters Value Chain
Jobs that need to be done
18. Creating Insanely Great Customers
Defining a “Job”
Customer Need
Plan
Business
Outcome
Deliver
Refine
Metrics
Acquire
Resources
Validate
Prepare
20. Creating Insanely Great Customers
How is / will the Perfect Storm impact your customers?
Customer Impact?
The Perfect Storm
What innovation opportunities does that create for your company?
21. Creating Insanely Great Customers
Strategy = Value Producing Innovation
Customer Needs (Jobs to be done)
Low
Availability / Satisfaction
Opportunity to
Accelerate Value
Creation
(Innovation)
High
Low
Customer Importance / Value High
22. Creating Insanely Great Customers
Team Action Steps
•
•
•
Identify 3 – 5 Insanely Great Customers
– Define why they are Insanely Great
– Define the level of mutual collaboration that exists between your company and them
– Identify 1 or more customers that you could engage in your “Insanely Great Customer Program”
Value Creation
– Define what those customers do to create value for their customers
– Define why they are doing those things the way they are doing them
– Define how the Perfect Storm is impacting them and what they could do to harness it
– Define which of those areas represents an opportunity for high strategic value innovation
– Describe the “jobs” required to create that value
– Define how you and your ecosystem partners can contribute to that innovating those areas /
jobs
Identify 3 – 5 areas to explore for value acceleration through mutual collaborative innovation
24. Creating Insanely Great Customers
Your Customer Journey Strategy?
Every touch point = opportunity for collaborative learning / innovation
Status
Quo
Trigger
Point
Explore
Options
Evaluate
Solutions
Business
Case
Internal
Buy In
Purchase
Deploy
Solution
Customer Value Creation
Validate
Value
Expand
Use
Refer
25. Creating Insanely Great Customers
Innovation Programs
Uses
•
•
•
Open | Customer | Social | Partner
Product
Business Models
Supply Chain
Rationale / Benefits
•
•
•
•
•
Speed / diversity of innovation
Access talent / expertise
Vested perspectives
Fast validation of concepts
Extend Value of Platform / Ecosystem
Best Practices
Management
• Develop a Plan
• Define / Manage Process
• Internal / External Relationships
• Align Company Vision /Culture
• Build Trusted Relationships
• Manage IP
Practice
• Program
• Portal
• Lab
• Incentives
• Spinoffs / outs
26. Creating Insanely Great Customers
Remember: It’s Their Journey
You have to earn the right to be a part of each stage!
27. Creating Insanely Great Customers
Team Action Steps
•
•
Review your customer journey
– Discuss what it takes to create value for Insanely Great Customers at each stage
– Assess the how well you are delivering that value today
– Identify how well the concepts of Creating Insanely Great Customers are supported throughout
the journey
– Discuss 3 – 5 simple things that you could do to align your customer journey to better support
capturing and acting on insights that accelerate customer value and drive innovation in your
products and marketing.
Innovation program
– Identify open / collaborative innovation programs in your customer’s industry
– Identify open / collaborative innovation programs from your competitors
– Discuss your company’s current approach / program to engage customers in innovation
– Discuss 3 – 5 simple ways to improve your approach
29. Creating Insanely Great Customers
Where is your company in terms of embracing the Perfect Storm as a platform for
Continual – Mutual Learning and Innovation with Insanely Great Customers?
Big Data
& Marketing Automation
Enterprise & Industrial
Consumerization
Platform Enabled
Innovation
A GILE
Design, Development & Marketing
30. Creating Insanely Great Customers
Creating Insanely Great Customers – Your Internal Readiness Check?
31. Creating Insanely Great Customers
How is / can your company harness the Perfect Storm?
Opportunities to Innovate?
The Perfect Storm
32. Creating Insanely Great Customers
Creating Insanely Great Customers – Readiness Check
Agile Business
Acceleration
Maturity Level
Vision & Strategy
Creation and Delivery
of Customer Value
Culture / Leadership
People & Organization
Processes
Systems & Tools
1
Ad Hoc
2
Defined
3
Standard
4
Managed
5
Optimized
33. Creating Insanely Great Customers
Action Steps
•
Hold meeting to discuss Perfect Storm / Creating Insanely Great Customers
– Discuss how ingrained the concepts of Creating Insanely Great Customers are in your company
• Identifying and focusing on Insanely Great Customers
• Deeply understanding and acting of what creates sustainable innovative value for them
• Developing a relationship based on mutual learning and innovation with Insanely Great Customers
• Aligning your investment in the forces driving the storm to identify, engage, create and manage relationships with Insanely
Great Customers
– Discuss how you well you are incorporating the forces driving the perfect storm to drive innovation in
• Product design and development
• Marketing
• Sales
• Support
– Discuss where the easiest / highest / fastest payback areas are in which you could start
alignment initiatives and what their current maturity level is.
– Discuss what it takes to move the highest priority ones up to the next level of maturity.
35. Creating Insanely Great Customers
Objective: Find a few high value / high return areas / initiatives as pilots
Status
Quo
Trigger
Point
Explore
Options
Evaluate
Solutions
Business
Case
Internal
Buy In
Purchase
Deploy
Solution
Validate
Value
Expand
Use
Refer
36. Creating Insanely Great Customers
The key to success? Small, well prioritized, time bound initiatives defined in terms of business
outcomes desired and continual measurement of the customer value those produce.
Time Bound Sprints
Deliver
Total Work
Priorities
for Sprint
37. Creating Insanely Great Customers
Action Steps
•
•
•
•
Identify areas in your company in which they are implementing Agile practices
– Product Development
– Product Management
– Product Marketing
– Marketing
– Services
– Support
Assess how well the concepts and practices are incorporated into your company
– Vision
– Strategy
– Culture
Identify small incremental ways you can start to incorporate those concepts and practices into the
“Creating Insanely Great Customers initiatives you have identified
Identify agile mentors that can help you get underway
39. Creating Insanely Great Customers
Group Discussion Topics
1. How is the Perfect Storm impacting customers, their expectations and
purchase processes
2. Best ways to:
• Identify Insanely Great Customers
• Define customer value in an agile world
• Move collaborative learning and innovation – value creation forward in
your marketing funnel | deeper into installed based
• Integrate value acceleration / continual learning and innovation deeper and
wider into company vision / strategy / culture
41. Creating Insanely Great Customers
Thank You
Your Agile Business Acceleration Agency
Product Management and Marketing
|Training | Mentoring | Consulting
Mike Connor
mike@spicecatalyst.com
www.linkedin.com/in/mikeconnor1/
http://www.linkedin.com/company/spice-catalyst
Hinweis der Redaktion
today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
in addition to changing how we bring products to market and how we engage customers that storm is accelerating something even more fundamentalThe dialogue and the pace of innovationIn today’s markets, the really great customers are just asking to be a part of our dialogue of innovation they are demanding it.
today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
And our customers expectations are growing – Insanely Great is fast becoming the new good enough.
When visiioned and developed with today’s tools, it also becomes a framework for.
And let’s not forget one of the important team members the customer!
As we talked about earlier the purpose of voice of the customer program or plan is to help you accelerate the value you create for your customers and your companyWe believe that should be the overarching goal of any VOC program
You’ve heard us talk about this multiple times but the most important question you need to help answer is why question. it is this question that gives you the deep insight that helps you identify where the opportunities for true innovation lie. throughout the work you do in engaging and understanding the voice of the customer this question should always be a part of what you ask.
today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
that means creating information and insight for your company that helps you identify how you can help customers get jobs that need to be done done more effectivelyWhile there are lots of opportunities to address customer needs you want a way to focus your time and your resources on the ones that will create the greatest value for you and your customers you don’t want to spend a lot of time addressing issues that are low in customer value and/or that the customer already feels are adequately provided for in the marketWhile you may need to address some of these purely from a customer satisfaction or market requirement standpoint these by themselves are going to accelerate your growthThe ones you want to focus on are the ones that create the highest value for the customers that are not readily available in the marketThese are the ones that are game changers in the market they’re also the ones that aren’t readily apparent to most vendorsThey are the ones that emerge because you have invested in understanding your customers better and more deeply than anyone elseAnd that is our definition of innovationAnd we believe that should be your overall strategy
Understand and embrace the entire customer journey. Take the time to explore the journey your customer experiences. Try to see it through their eyes. Better yet spend time and get feedback from customers and prospects that have travelled it in its entirety, and those that blew out of it for some reason. This is great place to bring the insight in from win / loss reports and analysis from sales teams
Innovation programs are growing in popularity and in maturitySome of the best examples we have of that within the technology industry is open source softwareThe business drivers for this emphasis on innovation programs includes the pace of innovation, the global diversity of need and innovation and the recognition by companies that insight, talent and the ability to recognize and act on opportunities isn’t the exclusive domain of their organization. They recognize that keep up the need to tap into not just their internal community but their external ecosystem of customers, partners, government and academic organizations.Social networks, social media monitoring and many of the elements we talked about in the perfect storm are also drivers for the new interest in growth in this area.Whether it’s identifying or refining product and services opportunities, new business models or optimizing supply chain relationships you’ll find innovation programs in one form or another focused on these areas.As these programs of maturity companies have learned quickly that a free-for-all or ad hoc approach to this doesn’t produce much in terms of resultsThey’ve learned it has to be defined managed process that clearly has business benefits and monetary opportunities for those involvedOne of the major challenges remains working through intellectual property issues and ownership and the other major challenge is dealing with internal corporate cultures that are still working with a not invented here attitude.In practice you can find innovation portals, laboratories and major program efforts across industriesThose that seem to be most successful with them envision themselves as a platform and an ecosystem facilitator that drives innovation around that platformThey also work hard to make it easy for others to leverage their platform and build businesses of their ownWe believe this is going to be increasingly critical area for most companies and will become one of the primary extensions for voice of the customer programs
today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution