Keynote - putting the customer at the centre of your universe.

1. KEYNOTE
OUTSIDE IN
The Power of Putting the Customer
at the centre of your business

2. KEYNOTE
OUTSIDE IN
The Power of Putting the Customer
at the centre of your business
Steve.towers@bpgroup.org
Steve
Towers Join me on Linked In: http://bit.ly/LinkWithSteve

3. OUTSIDE IN
CUSTOMER 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.
 Winningthe Triple Crown with Customer Centricity –
simultaneously growing revenues, reducing costs and
improving customer service

4. www.stevetowers.com
www.bpgroup.org
www.certifiedprocessprofessional.com
www.towersassociates.com
www.oibpm.com

5. www.bpcommunity.org
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www.successfulcustomeroutcomes.net

6. HOWEVER BEFORE WE BEGIN…
WE HAVE TOO MANY PLATITUDES ABOUT CUSTOMERS
MOTHERHOOD AND APPLE PIE!

7. SHOW ME THE MONEY!
LESS OF THE SOFT AND FLUFFY STUFF – MORE OF THI$

8. OUTSIDE IN IS HARD AND TANGIBLE
– IT IS ALL ABOUT
GROWING
REVENUES
REDUCING IMPROVING
COSTS CUSTOMER
SERVICE

9. OUTSIDE-IN THE SECRET –
WHAT IS IT?

10. WHO IS WINNING WITH OUTSIDE IN?
(AND DOING WORK IN A VERY DIFFERENT WAY)

11. UNDERSTAND WHO THE CUSTOMER
IS AND WHAT THEY REALLY NEED

12. “If you're not “We need to get
“The customer is
serving the scientific about
our reason for
customer, you'd the Customer
being here.”
better be serving Experience”
someone who is.”
Karl Albrecht
UNDERSTAND WHO THE CUSTOMER
IS AND WHAT THEY REALLY NEED

13. 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

14. OUTSIDE IN EVALUATION
1
DO YOU SEGMENT CUSTOMERS AND
MARKET FROM THE INSIDE-OUT?
OR
DO YOU CATEGORISE CUSTOMERS IN
TERMS OF NEEDS
PRIMARY/SECONDARY AND INTERNAL?

15. Customer Needs
Assessment (CNA)

16. MEET
MEET THE THE
NEED! WANT

17. It is easy to say but why do some find it
So difficult…..
We have an inherited an industrial legacy
In thought and action
What shape are you in?

18. THE PYRAMID

19. www.flickr.com/photos/mwichary/2356663850/

20. Our organisations all look the same...
CEO
Customer
Marketing Sales Operations Finance
Service

21. Processes wend and meander their way around these
rigid structures...
CEO
Customer
Marketing Sales Operations Finance
Service

22. And hey ho – we nearly forgot the customer!
Now where do they go?
CEO
Customer
Marketing Sales Operations Finance
Service

23. CEO
Customer
Marketing Sales Operations Finance
Service

24. In other words... Everything looks like a Scottish pin factory!
And the way we describe everything can be just as inside-out…

25. What’s
Missing?

28. 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)

30. What time is
The 3 o’clock
parade?

31. If I had asked
them
what they
wanted
they would
have said
faster horses
Henry Ford –
the Model T

32. OUTSIDE IN EVALUATION
DO YOU CAPTURE WHAT THE
2
CUSTOMER SAYS THEY WANT?
OR
DO YOU FIGURE OUT WHAT THE
CUSTOMER NEEDS EVEN WHEN THEY
DON’T KNOW IT THEMSELVES?

33. OUTSIDE IN
CUSTOMER 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.
 Winningthe Triple Crown with Customer Centricity –
simultaneously growing revenues, reducing costs and
improving customer service

34. UNDERSTANDING THE CUSTOMER
EXPERIENCE

35. The
Customer
Experience
is the
Process
WHAT DOES THE
CUSTOMER REALLY NEED?

36. Design isn’t the
way something
looks – it is the
way something
works

37. OUTSIDE IN EVALUATION
3
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?

38. OUTSIDE IN EVALUATION
4
DO YOU MEASURE PROCESSES BASED
ON OUTPUTS AND ACTIVITY TIME?
OR
DO YOU MEASURE PROCESS BASED ON
SUCCESSFUL CUSTOMER OUTCOMES?

39. OUTSIDE IN EVALUATION
5
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?

42. The Virgin Galactic Customer Experience
I deserve
something
special

43. OUTSIDE IN EVALUATION
6
DO YOU ASSESS ORGANISATION
CAPABILITY BY SKILLS AND
COMPETENCE?
OR
DO YOU MEASURE SUCCESS BASED ON
THE DELIVERY OF SUCCESSFUL
OUTCOMES?

44. WITHIN YOUR BUSINESS OR YOUR CLIENTS ;-)
Outside-In Strategic Matrix (OI-SM)

45. OUTSIDE IN
CUSTOMER 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.
 Winningthe Triple Crown with Customer Centricity –
simultaneously growing revenues, reducing costs and
improving customer service

46. WHO IS WINNING WITH OUTSIDE IN?
(AND DOING WORK IN A VERY DIFFERENT WAY)

47. “Outside-in is
a powerful
idea”
Jack Welch
the ability to turn that
the ability to learn more learning into action
about our customers

48. OUTSIDE IN - SIX KEY QUESTIONS TO ASK

49. www.bpgroup.org
Thank you We used to dream
about this stuff.
Now we can do it.
Questions? That is really Cool.
Provide your
Business card
And get this
Book plus
Key case study
Access!!

50. KEYNOTE
OUTSIDE IN
The Power of Putting the Customer
at the centre of your business