How Customer Focussed Are You Really? - How to implement customer obsession in your optimization process. at growth marketing SUMMIT 2018
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These are the slides from my keynote on customer obsession at the growth marketing SUMMIT 2018 in Frankfurt, Germany. In it, I share my perspective on the importance of customer obsession for every business out there and which action items you can tackle to change your company's DNA tomorrow. More details about the talk can be found at herbigt.com/speaking. Sources: https://www.nirandfar.com/2018/04/customer-obsession.html https://www.slideshare.net/RebeccaMosner/netflix-from-product-strategy-to-execution iridion.com/gms18 bit.ly/DigitalGrowth2018
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How Customer Focussed Are You Really? - How to implement customer obsession in your optimization process. at growth marketing SUMMIT 2018
- 1. How Customer Focussed Are You Really? How to implement customer obsession in your optimization process. Tim Herbig @herbigt
- 4. “I already know what customers need. I am one myself!”
- 5. Everybody is dying... 1955 2015 + Countless Startups every day
- 6. Customer Centricity Caring about your users because you have to.
- 7. Customer Obsession Caring about your users because you want to.
- 9. Focus on Method-Problem Fit ProblemConsProsMethod Quick-Start for new hypotheses Can lead to over- optimization Measure behavior change Requires scale Untestable projects Customer has "seat at table." Customers “lie”
- 12. STRUCTURE Democratize Access to User Feedback
- 15. NOW NEXT LATER Theme 1 Theme 4 Theme 3 Theme 5 Theme 6 Theme 7
- 16. ATTITUDE Unlearn Successes from the Past
- 18. @herbigt 3 Things to do on Monday.
- 19. Start to Monitor Customer Access Metrics 1
- 20. TrendPrev. MonthThis Month Share of employees which have direct access to customers x% x% No. of steps it takes to talk directly to a customer for any employee x x Share of employees who responded to customer support tickets themselves within the last month x% x%
- 21. Switch Incentives to Customer Metrics 2
- 22. Customer MetricsBusiness Metrics Release Dates No. of Features Shipped Sprint Velocity Generated Revenue for Customer No. of Support Requests for Features Cross- or Upsell within Product
- 23. Establish Direct Access Channels for Employees 3
- 25. Where’s the Proof? Source: konversionskraft.de/e-commerce-conversion-benchmark-report-preview
- 26. Where’s the Proof? Source: konversionskraft.de/e-commerce-conversion-benchmark-report-preview
- 27. Keep in mind
Editor's Notes
- I’m here to challenge your perspective on Customer Centricity and I already apologize for being ‘the one’ between you and the lunch break Quick show of hands: Who in this room would describe themselves as “customer focussed”? Ok, now keep your hands up if you would describe your company/company you work for as customer centric? See that? That’s part of the problem, but we’ll get to that.
- How will I do that? Key takeaways Relevance of Customer Obsession Which players have mastered it and how What you can take with you for when you return to work on Monday
- And, as a special contribution to our host Andre: No animations
- Let me tell you a story about the absolute lack of customer focus
- Potential result of lacking customer focus Not going to bore you with this one
- Instead, let’s talk about what can prevent you from dying
- Instead, let’s talk about what can prevent you from dying
- Netflix mastered challenge of transforming their entire business through customer obsession
- Mastered it because they didn’t randomly throw methods around, but became aware of which problem
- Experiment of combining A/B Testing and Qualitative/long term brand factors for decision Short-term revenue drop vs. long-term brand building Source: https://www.slideshare.net/RebeccaMosner/netflix-from-product-strategy-to-execution?from_action=save Result • • • • • Launch, or not? Launched to all Positive WOM and brand effect Customer more likely to restart Revenue shift not loss? Possible long-term gain?
- Customer Obsession requires a changed approach to three core parts of your business
- Static Silo and single responsibility Shift to shared responsibility and democratized access
- Time based roadmaps may give you perceived security, but actually let leave you in the dark
- Environmental factors change rapidly and so does the impact of the same experiment over time
- Tim, that all sounds great in theory, but how on earth should I make this work in my company Fear no more, here’s exactly what to do on Monday!
- We made the shit on the left side up to keep us busy all day But the ones on the right can at least serve as a proxy for how much we have been able to help our customers to succeed By incentivizing teams for metrics on the left, you support the wrong behavior and risk features being developed aside from customer needs
- Slack channel where all customer feedback lands with mandatory joining of teams Schedule weekly customer interviews in advance → Rotating interviewers Let (product) teams rotate through answering customer support for their features
- n=242 asked companies
- n=242 asked companies
- Method-Problem Fit Check attitude, process and structure You can improve things immediately
- Not control instance for employees → Reminder for Management in terms of enablement
- Instead, let’s talk about what can prevent you from dying
- So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover has drastically reduced. Coming from dying within a company to considering 2 years a max. Product → emerging platforms & business models. The reduced friction to start new businesses makes is impossible to defend yourself against new incumbents Process → ways of working (e.g. agile & remote). New products, and a changed employee mindset ask for new ways to organize companies and the entire concept of working principles like agile or remote is based on changing rapidly
- We love to pride ourselves of being customer centric But in order to survive, you need to become customer obsessed
- Netflix didn’t just throw every method against the wall Recognized downside of every method to determine right moment to use them Story about informed decision regarding roll-out of subscription renewal confirmation, not only listen to one method → think of long-term
- So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover Product → emerging platforms & business models Process → ways of working (e.g. agile & remote)
- So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover Product → emerging platforms & business models Process → ways of working (e.g. agile & remote)
- Netflix didn’t just throw every method against the wall Recognized downside of every method to determine right moment to use them In general: Qualitative: What people day Quantitative: What people do Story about informed decision regarding roll-out of subscription renewal confirmation, not only listen to one method → think of long-term
- So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover Product → emerging platforms & business models Process → ways of working (e.g. agile & remote)
- So, what’s happening here? Everything around us is changing at a freaking pace Companies are build upon 3 pillars: People, Product and Process And every single one of these is going through incredibly radical change: People → employee turnover Product → emerging platforms & business models Process → ways of working (e.g. agile & remote)
- Let’s set things straight in terms of the terminology here first So, why should you actually rather want to center your work around customers instead of having to do it → let me show you
- Feedback river Change your thinking from seeing customer feedback as a silo task/knowledge, to a river of wisdom running through your company And just like it is in the real world, an environment can only thrive if everybody has access to a river You need to democratize access to customer feedback!
- So, I promised