Weitere ähnliche Inhalte Ähnlich wie Outside in The Secret_Architects_World_keynote_2011 (20) Mehr von Steve Towers, CEO and CPP Champion (19) Kürzlich hochgeladen (20) Outside in The Secret_Architects_World_keynote_20111. Steve Towers
steve.towers@bpgroup.org
www.bpgroup.org | www.towersassociates.com
OUTSIDE-IN - THE SECRET OF THE 21ST
CENTURIES LEADING COMPANIES
www.bpgroup.org
What is the Secret and
Who are the companies?
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2. www.stevetowers.com
www.bpgroup.org
www.bp2010.com
www.towersassociates.com
www.oibpm.com
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3. www.stevetowers.com
www.bp2010.com
Outside-In: www.towersassociates.com
The Secret of the leading 21st Century Companies
• Outside-In The Secret – what is it?
• Who Are the Leading Companies?
• What is it that they are doing?
• How are they doing it?
• Can we do it also?
• Where should we start?
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4. Outside-In The Secret – what is it?
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5. Who Are the Leading Companies?
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6. What is it that they are doing?
First let‟s review quickly what they don‟t do
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7. We have inherited an industrial legacy
What shape are our organisations in?
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8. The Pyramid
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9. Our organisations all look the same...
CEO
Marketing Sales Customer Operations Finance
Service
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10. Processes wend and meander their way around these
rigid structures...
CEO
Marketing Sales Customer Operations Finance
Service
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11. And hey ho – we nearly forgot the customer!
Now where do they go?
CEO
Marketing Sales Customer Operations Finance
Service
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12. What‟s
Missing?
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13. What they are doing and
What they know and act upon is different
The reason we are doing work is to deliver
product and service to the customer (through that we create the profits)
The rules of work have changed forever as a consequence of the
„always on world‟
It is NOT about what the customer wants
The imperative is to reconfigure everything we do around the needs of
the customer – simply put not everything should look like a manufactory
The Customer Experience is the process
And it is all about what causes the work we do, rather than the effect
It is essential to manage Customer Expectations
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14. The Always on World – It has all happened in the last 13 years!
Mapping the Growth of the Internet st
The Always on World of the 21 century - 1998
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15. The Always on World of the 21st century
Now it is anytime, any place anywhere
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16. AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
17. It is NOT about what the customer wants
Over 40 years of launching new
products and services, we have
striven to listen very carefully to
what our customers think they
want and then set about giving
them something that is often
very different, but always a little
better.
If your business proposition is
innovative, your ultimate goal
has to be,“The customer always
thinks that we are right.”
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18. The needs of the Customer
have changed forever
Inspiration:
Udayan Banerjee
CTO,
NIIT Technology (India)
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19. It‟s a Copernican Moment
Copernicus - 19 February 1473 – 24 May 1543
He died 467 years ago
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20. How are they doing it?
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21. Understand & Develop Successful Customer Outcomes
CRAFTING THE
SUCCESSFUL CUSTOMER OUTCOME
Understanding the real Customer Need TOOLS
Layer 1: Layer 4:
Who is the How does
Customer? what
We do impact
Customer
Layer 2:
Success?
What is the
Customers
current Layer 5:
Expectation? The Successful
Customer
Outcome – what
Layer 3: What is the The One liner does the
process the customer SCO: customer really
thinks they are involved One line need from us?
with? statement that
explains the
actual SCO
The primary purpose of crafting Successful Customer Outcomes is create a fundamental focus for a
process, set of processes or indeed complete enterprise strategy. The SCO extends way beyond legacy
inside-out thinking to create an actionable strategic and operational objective for the entire organisation.
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22. Action the Causes of Work
The Causes of Work
MOT Moments of Truth
Break Points BP
BR
Business Rules
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23. MOT
MOT MOT MOT MOT
MOT MOT MOT
Any interaction with the CUSTOMER
is a
MOMENT OF TRUTH
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24. MOT
MOT MOT MOT MOT
MOT MOT MOT
And every
MOMENT OF TRUTH
Ripples and reverberates through the organisation
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25. MOT
MOT MOT MOT MOT
MOT MOT MOT
And
MOMENTS OF TRUTH
Create complexity, cost, wastefulness and failure
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26. MOT
THE CAUSE OF WORK MOT
MOT MOT
MOT
MOT MOT
MOT
THE EFFECT
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27. Can we do it also? Yes we can!! It’s child play….
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28. However…. Where should we start?
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29. Where should we start?
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30. You gotta start where you are! Once commitment is made the transition is rapid
Functional
Trans Silo 6-12
months
Enterprise Wide Execution
“The Customer Experience is the Process”
Examples include: Gilead, Allied Pickfords, Tesco, State Farm, Emirates, China Mobile
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31. AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org
32. Integrating at the enterprise level?
Process - the Beginning and The Successful Customer
the End Outcome
Where does the process start and finish? What is it and how can it reshape our processes
What IT systems support the process? and enterprise?
Are our processes and systems aligned to
achieve the Successful Customer Outcome?
Process Points of Failure What business are you (really)
Moments of Truth | Breakpoints | Rules in?
What and Where are they? Can you deliver a compelling 21st century
Enterprise?
Take-aways for
you to think on
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33. The Virgin Galactic Customer Experience
A unified Enterprise
offering
I deserve
Motivation
something
special
Blog The Evangelise Inspire
Club
Video The VG Sign-Up
Launch Reflect Inspire Online
VG
Space VG Astronauts
Suit Online
Fitting Experience Explore
Live
Feed
Handhold
Book
Training
FAQs
Medical Optimised Preference Online
Exam Touch & Personalization Welcome VG Club
All Level All Level Share
All Level
Access Access Access
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34. The Customer is the Centre
Live the life of your customer.
Become a customer.
Do business with your company
from the outside.
Scott Struminger, FedEx's SVP of IT
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36. April 2011…
The upcoming transformation of our
society presents one of the greatest
business opportunities of the next
100 years.
This will require patience as well as
perseverance; to anticipate what‟s
next and plan for that situation as
well as taking advantage of what‟s
immediately before you.
Thank you.
Now it shouldn’t seem Our efforts in this field are part of
like magic anymore ;-)
our strategy for this future.
What‟s yours?
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37. Steve Towers
steve.towers@bpgroup.org
www.bpgroup.org | www.towersassociates.com
OUTSIDE-IN - THE SECRET OF THE 21ST
CENTURIES LEADING COMPANIES
What is the Secret and
Who are the companies?
AW 2011 BP Group Conference - July 2011 © BPGroup – All Rights Reserved www.bpgroup.org