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Future Perfect — Service Experience Conference 2013
Future Perfect — Service Experience Conference 2013
The purpose of a
business isn’t to
make a profit.
The purpose of a
business is to have
and serve a customer.
The purpose of a
business is to have
and serve a customer.
Profit is an intentional byproduct.
The evolution of problems
TODAY

20th Century Problems

Manufacture

Advertise

Sell

21st Century Problems

Serve

(Re)engagement
Loyalty
Deepening & Widening
Advocacy
Efficiency & Efficacy
The purpose of a
business isn’t to
make a thing.
Manufacture

Advertise

Sell

TODAY

Serve
The purpose of a
business isn’t to
make a profit.
Manufacture

Advertise

Sell

TODAY

Serve
The purpose of a
business is to have
and serve a customer.
Manufacture

Advertise

Sell

Serve
Services have big economics.
2012 U.S. Trade
Deficit for Goods

2012 U.S. Trade
Surplus for Services

+$195.3 BLN

-$735.3 BLN
— data from U.S. Bureau of Economic Analysis
The emergence of problems

Manufacture

Advertise

Sell

Serve
The emergence of problems

Manufacture

Advertise

Sell

Serve
Disappoint
The Service Anticipation Gap (SAG)

The loss of future potential
revenues and the wasted ad
spend when a service doesn’t
meet or exceed the expectations
set with the customer.
The emergence of problems

The loss of future potential
revenues and the wasted ad
spend when a service doesn’t
meet or exceed the expectations
set with the customer.
The emergence of solutions
To serve is experiential.
To serve is human.
To serve is human.
To serve is human.

by Fra.Biancoshock
To serve is human.
by Hikaru Imamura
Serving is being human.
TODAY

Machines

Manufacture

Human

Advertise

Sell

SERVE

THROUGH

PEOPLE

JOURNEYS

TRANSFORM

TO

YOU & THEM
Future Perfect
“We will have...”
FUTURE PERFECT

We will have mastered
organizing for human
experiences.
ORGANIZING

P&G solved this for brands.

Neil McElroy
ORGANIZING

P&G solved this for brands.
How soap is MADE was just as
important as how it was
MARKETED and how it was
bought.
ORGANIZING

P&G solved this for brands.
How things are MADE is just as
important as how they’re
EXPERIENCED.
A manager for each experience
A manager for each journey
FUTURE PERFECT

We will have mastered
changing for human
experiences.
CHANGING

You can’t change the
experience without
changing the
organization.
FRONT OF HOUSE

BACK OF HOUSE
FRONT OF HOUSE

Change a button
Add/remove a touchpoint
Disrupt the market

BACK OF HOUSE

Change assumptions
Change structure
Create a new organization
FUTURE PERFECT

We will have mastered
impact for human
experiences.
IMPACT

My first question as a CEO:

Did you do the math?
HEALTHCARE’S LAST MILE
ADHERENCE
SAFETY
EFFICACY
EFFICIENCY
FUTURE PERFECT

We will have mastered
stories for human
experiences.
STORIES

Stories about how things are.
STORIES

Stories about how things should be.
Stories give meaning.
Meaningfulness is why people perform.
I believe that this nation should
commit itself to achieving the goal,
before this decade is out, of landing a
man on the moon and returning him
safely to the Earth.
I believe that this nation should
commit itself to achieving the goal,
before this decade is out, of landing a
man on the moon and returning him
safely to the Earth.
STORIES

Stories about how things should be.
Stories inspire people.
New words change culture.
Narratives are sticky.
Narratives are experiential.
— See Made to Stick, Chip & Dane Heath
STORIES

So here’s my story for you…
PEOPLE AREN’T DATA

While it's possible to have more
data and information on people
than ever before, it's also easier
and easier to treat them like a
number and never really connect
in a human way.
MAKE BUSINESSES HUMAN

With the right stories, changes,
organization, and focus on impact
we can create great human
experiences that serve people and
transform them and us.
Systems that serve people.
Experiences that matter.
by Hikaru Imamura
Will your story, change, and
organization have the empathy
and humanness in it to serve
people through journeys to
transform you and them?
We need it. So I hope you do.
CREDITS
Classroom photo, slides 1 & 2, from sandcastlematt’s flickr
photostream. The image is of Harvard, where I did NOT go to
school. http://www.flickr.com/photos/sandcastlematt/2455896870/
Thoughts on stories from Chip & Dan Heath’s Made to Stick,
including the example of the JFK moon speech.
Numerous verbal references throughout to Peter Drucker, who
said, “There is only one valid definition of business purpose: to
create a customer,” and “[the businesse’s] purpose must lie
outside of the business itself. Business enterprise is an organ of
society.”

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Future Perfect — Service Experience Conference 2013

  • 1. Hi.
  • 4. The purpose of a business isn’t to make a profit.
  • 5. The purpose of a business is to have and serve a customer.
  • 6. The purpose of a business is to have and serve a customer. Profit is an intentional byproduct.
  • 7. The evolution of problems TODAY 20th Century Problems Manufacture Advertise Sell 21st Century Problems Serve (Re)engagement Loyalty Deepening & Widening Advocacy Efficiency & Efficacy
  • 8. The purpose of a business isn’t to make a thing. Manufacture Advertise Sell TODAY Serve
  • 9. The purpose of a business isn’t to make a profit. Manufacture Advertise Sell TODAY Serve
  • 10. The purpose of a business is to have and serve a customer. Manufacture Advertise Sell Serve
  • 11. Services have big economics. 2012 U.S. Trade Deficit for Goods 2012 U.S. Trade Surplus for Services +$195.3 BLN -$735.3 BLN — data from U.S. Bureau of Economic Analysis
  • 12. The emergence of problems Manufacture Advertise Sell Serve
  • 13. The emergence of problems Manufacture Advertise Sell Serve Disappoint
  • 14. The Service Anticipation Gap (SAG) The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.
  • 15. The emergence of problems The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.
  • 16. The emergence of solutions
  • 17. To serve is experiential.
  • 18. To serve is human.
  • 19. To serve is human.
  • 20. To serve is human. by Fra.Biancoshock
  • 21. To serve is human. by Hikaru Imamura
  • 22. Serving is being human. TODAY Machines Manufacture Human Advertise Sell SERVE THROUGH PEOPLE JOURNEYS TRANSFORM TO YOU & THEM
  • 24. FUTURE PERFECT We will have mastered organizing for human experiences.
  • 25. ORGANIZING P&G solved this for brands. Neil McElroy
  • 26. ORGANIZING P&G solved this for brands. How soap is MADE was just as important as how it was MARKETED and how it was bought.
  • 27. ORGANIZING P&G solved this for brands. How things are MADE is just as important as how they’re EXPERIENCED. A manager for each experience A manager for each journey
  • 28. FUTURE PERFECT We will have mastered changing for human experiences.
  • 29. CHANGING You can’t change the experience without changing the organization.
  • 31. FRONT OF HOUSE Change a button Add/remove a touchpoint Disrupt the market BACK OF HOUSE Change assumptions Change structure Create a new organization
  • 32. FUTURE PERFECT We will have mastered impact for human experiences.
  • 33. IMPACT My first question as a CEO: Did you do the math?
  • 35. FUTURE PERFECT We will have mastered stories for human experiences.
  • 37. STORIES Stories about how things should be. Stories give meaning. Meaningfulness is why people perform. I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.
  • 38. I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.
  • 39. STORIES Stories about how things should be. Stories inspire people. New words change culture. Narratives are sticky. Narratives are experiential. — See Made to Stick, Chip & Dane Heath
  • 40. STORIES So here’s my story for you…
  • 41. PEOPLE AREN’T DATA While it's possible to have more data and information on people than ever before, it's also easier and easier to treat them like a number and never really connect in a human way.
  • 42. MAKE BUSINESSES HUMAN With the right stories, changes, organization, and focus on impact we can create great human experiences that serve people and transform them and us.
  • 44. Experiences that matter. by Hikaru Imamura
  • 45. Will your story, change, and organization have the empathy and humanness in it to serve people through journeys to transform you and them? We need it. So I hope you do.
  • 46. CREDITS Classroom photo, slides 1 & 2, from sandcastlematt’s flickr photostream. The image is of Harvard, where I did NOT go to school. http://www.flickr.com/photos/sandcastlematt/2455896870/ Thoughts on stories from Chip & Dan Heath’s Made to Stick, including the example of the JFK moon speech. Numerous verbal references throughout to Peter Drucker, who said, “There is only one valid definition of business purpose: to create a customer,” and “[the businesse’s] purpose must lie outside of the business itself. Business enterprise is an organ of society.”