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hello
mark drasutis
chief product officer, digital
@markdrasutis
what is required to move from
Inside/Out to Outside/In?
in other words, to be customer
obsessed
@markdrasutis
@markdrasutis
Outside/In vs Inside/Out
where do the signals
come from in your
business?
@markdrasutis
Corporates tend to think
Inside/Out
Focused on the business outcomes from
internal process/roles/
technologies & protectin...
Every business needs to think
Outside/In
Looking at your business from the
customer’s perspective and searching for
produc...
Inside/Out approach makes conscious decisions to:
1. Not improve the customer experience incrementally, but through
major ...
ThoughtWorks - Oct 2015
@markdrasutis
Outside/In approach makes conscious decisions to:
1. Improve the customer experience incrementally
2. Maximize benefits fo...
ThoughtWorks - Oct 2015
@markdrasutis
Every business needs to think
Outside/In
Looking at your business from the
customer’s perspective and searching for
produc...
customer:
@markdrasutis
signals
jobs to be done
focused org
expectations
ask the right questions
not all products, businesses and signals are created equal, so focus on your ‘ideal’ customer
who ...
@markdrasutis
@markdrasutis
xyz SINGLE SITE PROJECT / DCP
Search
On-net
Off-net
Direct
Apps
Newsletters
Apple News
Google AMP
Casual
Fac...
customer:
@markdrasutis
signals
jobs to be done
focused org
expectations
“job” is shorthand for what an
individual really seeks to
accomplish in a given
circumstance
@markdrasutis
the circumstances are more
important than customer
characteristics, product
attributes, new technologies, or
trends
@markd...
good innovations solve
problems that formerly had only
inadequate solutions — or no
solution
@markdrasutis
jobs are never simply about
function — they have powerful
social and emotional
dimensions.
@markdrasutis
@markdrasutis
customer:
@markdrasutis
signals
jobs to be done
focused org
expectations
@markdrasutis
to create a customer focused
org, you need to reset your
strategy, systems & structures to
drive an outside/...
strategy (noun): a plan of
action or policy designed
to achieve a major or
overall aim
@markdrasutis
awareness
devised (and adapted) through perception of the environment around you and in anticipation
of probable condition...
structure (noun): the
arrangement of and relations
between the parts or elements
of something complex
@markdrasutis
customer obsessed
teams designed around explicit and measurable customer facing outcomes; over channels or
disciplines tha...
system (noun): a set of
connected things or parts
forming a complex whole
@markdrasutis
simple
systems which are intuitive, uncomplicated, and interoperable. every team is part of the same
system
transparent
sy...
customer:
@markdrasutis
signals
jobs to be done
focused org
expectations
“the first step to exceeding
your customer’s
expectations is to know
those expectations”
- Roy H Williams
@markdrasutis
76% of consumers expect organizations to
understand their individual needs
81% of consumers demand improved response time
...
@markdrasutis
steer towards the upset or emerging jobs to be done of your customer
if there is no identifiable internal or external cust...
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Outside in

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Veröffentlicht am

Moving to an outside/in culture within a corporate to drive innovation

Veröffentlicht in: Leadership & Management
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Outside in

  1. 1. hello mark drasutis chief product officer, digital @markdrasutis
  2. 2. what is required to move from Inside/Out to Outside/In? in other words, to be customer obsessed @markdrasutis
  3. 3. @markdrasutis
  4. 4. Outside/In vs Inside/Out where do the signals come from in your business? @markdrasutis
  5. 5. Corporates tend to think Inside/Out Focused on the business outcomes from internal process/roles/ technologies & protecting their core business @markdrasutis
  6. 6. Every business needs to think Outside/In Looking at your business from the customer’s perspective and searching for product/market fit @markdrasutis
  7. 7. Inside/Out approach makes conscious decisions to: 1. Not improve the customer experience incrementally, but through major releases 2. Maximise shareholder returns, not about benefits for the customer 3. Improve internal efficiencies but to the detriment of customer interactions 4. Make cost-cutting measures that also negatively impact the customer experience 5. Focus on the wrong process, policy, people, or systems to change @markdrasutis
  8. 8. ThoughtWorks - Oct 2015 @markdrasutis
  9. 9. Outside/In approach makes conscious decisions to: 1. Improve the customer experience incrementally 2. Maximize benefits for the customer 3. Improve internal efficiencies known to be pain points when executing customer interactions 4. Make cost-cutting measures that significantly improve the customer experience 5. Instill the right process, policy, people, or systems because you've listened to customer feedback and know how customers are affected @markdrasutis
  10. 10. ThoughtWorks - Oct 2015 @markdrasutis
  11. 11. Every business needs to think Outside/In Looking at your business from the customer’s perspective and searching for product/market fit @markdrasutis
  12. 12. customer: @markdrasutis signals jobs to be done focused org expectations
  13. 13. ask the right questions not all products, businesses and signals are created equal, so focus on your ‘ideal’ customer who is getting value from your product, then what actions are they taking to generate what signals the funnel signals from customers vary across the funnel and those that matter vary, so you need to ensure you have teams focused on the right metric for the right customer outcome simple if you are unable to derive a customer story from the signals and metrics you are using to track your product/business, then it is too complicated. Simple gazumps complex every time, 3 signals that matter will give you a clearer view of the customer than 25 that are ‘vanity’ @markdrasutis
  14. 14. @markdrasutis
  15. 15. @markdrasutis xyz SINGLE SITE PROJECT / DCP Search On-net Off-net Direct Apps Newsletters Apple News Google AMP Casual Facebook IA Engaged Subscribed Off-net Web Acquisition Web Engagement Apps Newsletters Social Acquisition Activation Retention Referral Revenue Subscriber Identity&Data 1 2 3 4 5 6 Web Acquisition Team KPIs: ↑ # of UBs ↑ # articles per session ↑ # sessions per week ↑ % known users Web Engagement Team KPIs: ↑ # monthly active users ↑ attention Minutes ↑ % logged in ↑ # sessions per week ↑ # to targeted breach Subscriber Team KPIs: ↑ # subscribers ↑ % overall sub yield ↑ Monthly Active Subscribers ↓ % churn ↑ # paid products Apps Team KPIs: ↑ # active users ↑ monthly Active Users ↑ % logged in Newsletters Team KPIs: ↑ # subscribers ↑ open Rate/CTR Off-Net Team KPIs: ↑ # active users ↑ Monthly Active Users 1 2 3 4 5 6
  16. 16. customer: @markdrasutis signals jobs to be done focused org expectations
  17. 17. “job” is shorthand for what an individual really seeks to accomplish in a given circumstance @markdrasutis
  18. 18. the circumstances are more important than customer characteristics, product attributes, new technologies, or trends @markdrasutis
  19. 19. good innovations solve problems that formerly had only inadequate solutions — or no solution @markdrasutis
  20. 20. jobs are never simply about function — they have powerful social and emotional dimensions. @markdrasutis
  21. 21. @markdrasutis
  22. 22. customer: @markdrasutis signals jobs to be done focused org expectations
  23. 23. @markdrasutis to create a customer focused org, you need to reset your strategy, systems & structures to drive an outside/in approach across all teams
  24. 24. strategy (noun): a plan of action or policy designed to achieve a major or overall aim @markdrasutis
  25. 25. awareness devised (and adapted) through perception of the environment around you and in anticipation of probable conditions of disruption alignment delivered in harmony among teams and individuals scared cows defining the level of risk you are willing to take & what are your sacred cows then challenge them mutually beneficial defined as a shared outcome with customers, partners and employees supported embraced by individuals, fed by resources and budget @markdrasutis
  26. 26. structure (noun): the arrangement of and relations between the parts or elements of something complex @markdrasutis
  27. 27. customer obsessed teams designed around explicit and measurable customer facing outcomes; over channels or disciplines that deliver value & impact lean & autonomous teams populated with only the members essential to the work; that value & impact (e.g. pizza teams); are diverse & able to operate without interference or interdependence and able to fail safe porous internal structures which are permeable to additional resources, communities, partners, and all other teams self-organizing teams granted the authority and resources to assemble, adapt, or disband based on evidence @markdrasutis
  28. 28. system (noun): a set of connected things or parts forming a complex whole @markdrasutis
  29. 29. simple systems which are intuitive, uncomplicated, and interoperable. every team is part of the same system transparent systems which are explicit and distributed plastic systems which are malleable in pursuit of the organization’s strategy and in support of the organization’s structure. disruption can trigger quick change automated beneficial systems which initiate or take place without conscious human action. they are not forced, they are fluid & natural @markdrasutis
  30. 30. customer: @markdrasutis signals jobs to be done focused org expectations
  31. 31. “the first step to exceeding your customer’s expectations is to know those expectations” - Roy H Williams @markdrasutis
  32. 32. 76% of consumers expect organizations to understand their individual needs 81% of consumers demand improved response time 68% anticipate organizations will harmonize consumer experiences - IBM Institute of Business Value @markdrasutis
  33. 33. @markdrasutis
  34. 34. steer towards the upset or emerging jobs to be done of your customer if there is no identifiable internal or external customer, disband the project. Focus on Outside/In and call out Inside/Out thinking. Be honest to yourself, are you exceeding customer expectations? steer towards reducing internal misalignment listen to the business, spot the misalignment. move from a telling business, to a listening & telling business. steer towards more autonomous teams can the team alone take an idea to the customer and validate it/test the hypothesis. Do they have clear line of sight to customer outcomes and business value? steer towards simplifying structures & systems stop getting in your own way, and if you do, change the system & adapt the structure to reduce friction. Your customers do not care about your internal process/system, adapt them to be customer obsessed. @markdrasutis

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