How to Entice Leadership to Crave Customer Discovery

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The document discusses how to entice leadership to embrace customer discovery. It advocates using iterative discovery and actionable metrics to make informed decisions that create loyal customers. This approach delivers what leadership wants - confidence, ROI, profit, and predictability - by discovering customer needs through quick, integrated, and connected iterative discovery cycles. Metrics made actionable through target setting allow evaluating changes in customer attitudes and behavior to further improve products and services.

Business

How to Entice  
Leadership to Crave
Customer Discovery
@PeteKinser
Colleen Johnson
@scrumhive
Pete Kinser
Enterprise Agile Coach Director of Experience Strategy
ReadyTalk Universal Mind

#SolveTheRightProblem@PeteKinser I @scrumhive
Leadership Wants
Conﬁdence
ROI
Proﬁt
Predictability

PRODUCTS
& SERVICES
BUNDLED
PRODUCTS
& SERVICES
EXPERIENCE
The Experience Economy
#SolveTheRightProblem@PeteKinser I @scrumhive

IX CX
Internal
Experience
Customer
Experience
TX
External
Experience
Experience
#SolveTheRightProblem@PeteKinser I @scrumhive

CX
CX
CX
CX
CX
CX
CX
CX
IX
CX CX
CX CX
Culture
#SolveTheRightProblem@PeteKinser I @scrumhive

Structures & Systems
#SolveTheRightProblem@PeteKinser I @scrumhive
ORGANIZATIONAL
STRUCTURES
TECHNICAL
ARCHITECTURESCX

RESEARCH HAS A
PERCEPTION PROBLEM
#SolveTheRightProblem
InsightsDISCOVERY
@PeteKinser I @scrumhive

HOW OFTEN
HOWLONG
• Time Consuming
• Isolated
• Disconnected
+
– +
The Way We Were
#SolveTheRightProblem@PeteKinser I @scrumhive

+
– +HOW OFTEN
HOWLONG
• Quick
• Integrated
• Connected
The Way We Are
#SolveTheRightProblem@PeteKinser I @scrumhive

1. Innovative
2. Useful
3. Aesthetic
4. Understandable
5. Unobtrusive
6. Honest
7. Long-lasting
8. Thorough down to the last detail
9. Environmentally-friendly
10. As little design as possible
Good Design
#SolveTheRightProblem@PeteKinser I @scrumhive

DISCOVERY IS
IS DISCOVERY
DESIGN
#SolveTheRightProblem@PeteKinser I @scrumhive

STARTUP DENSITY
COLORADO IS #1
SOURCE: Kauffman Foundation
LOW BARRIER
TO ENTRY
NINETY PERCENT
FAILURE RATE
#SolveTheRightProblem@PeteKinser I @scrumhive

THE PACE
HAS INCREASED
#SolveTheRightProblem@PeteKinser I @scrumhive

#SolveTheRightProblem@PeteKinser I @scrumhive
DISCOVERY
SAVES TIME & MONEY

TIME
+
DEVELOP TEST DEPLOY LAUNCH HOPEDISCOVER
#SolveTheRightProblem@PeteKinser I @scrumhive
Hope ain’t gonna do it

#SolveTheRightProblem@PeteKinser I @scrumhive
Getting to conﬁdent

GET
CROSS-FUNCTIONAL
#SolveTheRightProblem@PeteKinser I @scrumhive

#SolveTheRightProblem@PeteKinser I @scrumhive
If I were given one
hour to save the
planet, I would
spend 59 minutes
deﬁning the
problem and one
minute resolving
it…
“

? !
#SolveTheRightProblem@PeteKinser I @scrumhive
UNKNOWN KNOWN

DISCOVER DESIGN DEPLOY
#SolveTheRightProblem@PeteKinser I @scrumhive

DISCOVER DESIGN DEPLOY
#SolveTheRightProblem@PeteKinser I @scrumhive
STRATEGIES

#SolveTheRightProblem@PeteKinser I @scrumhive

DISCOVER
Decision Point
DESIGN
#SolveTheRightProblem@PeteKinser I @scrumhive

Decision Point
DESIGN
Iterate
#SolveTheRightProblem@PeteKinser I @scrumhive

Set a Target
#SolveTheRightProblem@PeteKinser I @scrumhive

ATTITUDES & OPINIONS
QUANTIFY
FEEDBACK
Set a Target
DECISION
POINT

YOU’RE SO VAIN
#SolveTheRightProblem@PeteKinser I @scrumhive

• Rate or Ratio
• Time or Segments
• Simple
• Accurate Predictions
• Change Behavior
Target Practice

Conﬁdence ACTIONABLE
METRICS
ROI INFORMED
DECISIONS
Proﬁt LOYAL
CUSTOMERS
Predictability ITERATIVE
DISCOVERY
#SolveTheRightProblem@PeteKinser I @scrumhive
Leadership Wants You Deliver

MAKE
INFORMED DECISIONS
THRU
ITERATIVE DISCOVERY
&
ACTIONABLE METRICS
TO CREATE
LOYAL CUSTOMERS
#SolveTheRightProblem@PeteKinser I @scrumhive

Thank You!
@PeteKinser
Colleen Johnson
@scrumhive
Pete Kinser
Enterprise Agile Coach Director of Experience Strategy
ReadyTalk Universal Mind

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How to Entice Leadership to Crave Customer Discovery

1. How to Entice   Leadership to Crave Customer Discovery @PeteKinser Colleen Johnson @scrumhive Pete Kinser Enterprise Agile Coach Director of Experience Strategy ReadyTalk Universal Mind

2. #SolveTheRightProblem@PeteKinser I @scrumhive Leadership Wants Conﬁdence ROI Proﬁt Predictability

3. PRODUCTS & SERVICES BUNDLED PRODUCTS & SERVICES EXPERIENCE The Experience Economy #SolveTheRightProblem@PeteKinser I @scrumhive

4. IX CX Internal Experience Customer Experience TX External Experience Experience #SolveTheRightProblem@PeteKinser I @scrumhive

5. CX CX CX CX CX CX CX CX IX CX CX CX CX Culture #SolveTheRightProblem@PeteKinser I @scrumhive

6. Structures & Systems #SolveTheRightProblem@PeteKinser I @scrumhive ORGANIZATIONAL STRUCTURES TECHNICAL ARCHITECTURESCX

7. INFORMED DECISIONS

8. RESEARCH HAS A PERCEPTION PROBLEM #SolveTheRightProblem InsightsDISCOVERY @PeteKinser I @scrumhive

9. HOW OFTEN HOWLONG • Time Consuming • Isolated • Disconnected + – + The Way We Were #SolveTheRightProblem@PeteKinser I @scrumhive

10. + – +HOW OFTEN HOWLONG • Quick • Integrated • Connected The Way We Are #SolveTheRightProblem@PeteKinser I @scrumhive

11. 1. Innovative 2. Useful 3. Aesthetic 4. Understandable 5. Unobtrusive 6. Honest 7. Long-lasting 8. Thorough down to the last detail 9. Environmentally-friendly 10. As little design as possible Good Design #SolveTheRightProblem@PeteKinser I @scrumhive

12. DISCOVERY IS IS DISCOVERY DESIGN #SolveTheRightProblem@PeteKinser I @scrumhive

13. STARTUP DENSITY COLORADO IS #1 SOURCE: Kauffman Foundation LOW BARRIER TO ENTRY NINETY PERCENT FAILURE RATE #SolveTheRightProblem@PeteKinser I @scrumhive

14. THE PACE HAS INCREASED #SolveTheRightProblem@PeteKinser I @scrumhive

15. #SolveTheRightProblem@PeteKinser I @scrumhive DISCOVERY SAVES TIME & MONEY

16. TIME + DEVELOP TEST DEPLOY LAUNCH HOPEDISCOVER #SolveTheRightProblem@PeteKinser I @scrumhive Hope ain’t gonna do it

17. #SolveTheRightProblem@PeteKinser I @scrumhive Getting to conﬁdent

18. ITERATIVE  DISCOVERY

19. + – +HOW OFTEN HOWLONG • Quick • Integrated • Connected The Way We Are #SolveTheRightProblem@PeteKinser I @scrumhive

20. GET CROSS-FUNCTIONAL #SolveTheRightProblem@PeteKinser I @scrumhive

21. #SolveTheRightProblem@PeteKinser I @scrumhive If I were given one hour to save the planet, I would spend 59 minutes deﬁning the problem and one minute resolving it… “

22. ? ! #SolveTheRightProblem@PeteKinser I @scrumhive UNKNOWN KNOWN

23. DISCOVER DESIGN DEPLOY #SolveTheRightProblem@PeteKinser I @scrumhive

24. DISCOVER DESIGN DEPLOY #SolveTheRightProblem@PeteKinser I @scrumhive STRATEGIES

25. DISCOVER DESIGN DEPLOY #SolveTheRightProblem@PeteKinser I @scrumhive

26. #SolveTheRightProblem@PeteKinser I @scrumhive

27. DISCOVER DESIGN DEPLOY #SolveTheRightProblem@PeteKinser I @scrumhive

28. DISCOVER Decision Point DESIGN #SolveTheRightProblem@PeteKinser I @scrumhive

29. Decision Point DESIGN Iterate #SolveTheRightProblem@PeteKinser I @scrumhive

30. ACTIONABLE METRICS

31. Getting to Data

32. INTENSITY SCALE

33. Set a Target #SolveTheRightProblem@PeteKinser I @scrumhive

34. ATTITUDES & OPINIONS QUANTIFY FEEDBACK Set a Target DECISION POINT

35. YOU’RE SO VAIN #SolveTheRightProblem@PeteKinser I @scrumhive

36. • Rate or Ratio • Time or Segments • Simple • Accurate Predictions • Change Behavior Target Practice

37. Conﬁdence ACTIONABLE METRICS ROI INFORMED DECISIONS Proﬁt LOYAL CUSTOMERS Predictability ITERATIVE DISCOVERY #SolveTheRightProblem@PeteKinser I @scrumhive Leadership Wants You Deliver

38. MAKE INFORMED DECISIONS THRU ITERATIVE DISCOVERY & ACTIONABLE METRICS TO CREATE LOYAL CUSTOMERS #SolveTheRightProblem@PeteKinser I @scrumhive

39. Thank You! @PeteKinser Colleen Johnson @scrumhive Pete Kinser Enterprise Agile Coach Director of Experience Strategy ReadyTalk Universal Mind