(1) The document discusses the concept of the "Outside In" approach to business, which focuses on putting customers at the center of the enterprise. It emphasizes understanding customer needs, improving processes to deliver better customer experience, and realigning organizational culture around customers. (2) Key aspects of the Outside In approach include challenging traditional ways of thinking, improving customer-centric processes, measuring success based on customer outcomes rather than internal metrics, and identifying best practices from companies that are innovating in this area. (3) Adopting an Outside In mindset requires understanding customers' real needs rather than just their stated wants, designing processes from the customer's perspective, and harnessing processes to control key moments of

1. Outside In:
The Power of Putting Customers at
the Centre of Your Enterprise
Steve Towers

2. Outside In: The Power of Putting
Customers at the Centre of Your
Enterprise
• The Outside In approach – The customer is the center of your
enterprise. The new shift in business thinking and practice.
• Improving processes to deliver better customer experience and
breaking down the cultural barriers to better support customers.
• Challenges and opportunities of putting customers at the centre of
the enterprise.
• How to apply this new Outside In thinking in the public sector and
deliver world class service.
• How to realign the organizational culture to gain the Outside In
advantage.
• Best methods and approaches to begin the journey to Outside In
(before it is too late)

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

4. Led by Steve Towers
www.stevetowers.com
www.bpgroup.org
www.certifiedprocessprofessional.com
www.towersassociates.com
Originally
www.oibpm.com an Industr
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www.successfulcustomeroutcomes.net

6. The Global challenge facing the
Public Sector (1)
Need to eliminate work that does not directly contribute to the delivery
of front line services
Need to control and reduce costs through a determined and ongoing
alignment of all work towards Successful Citizen Outcomes (SCO’s)
Urgent and pressing need to optimize services that contribute to the
front line
Identify and prioritize policies and programs (for rationalization) that
are not and will not contribute significantly to SCO’s
© BP Group Research – US/European/UAE/South Africa/ANZ – 17 Public Sector companies

7. The Global challenge facing the
Public Sector (2)
Scale back and eliminate non value added services across internal,
secondary and primary customer/citizen categories
Re-engineer and move Outside In public service delivery for
immediate and sustainable benefit
Review reward schemes to ensure alignment with SCO’s
Introduce ongoing and focused training to ensure currency of
knowledge and application of appropriate approaches and
technologies
© BP Group Research – US/European/UAE/South Africa/ANZ – 17 Public Sector companies

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

9. SHOW ME THE MONEY!
LESS OF THE SOFT AND FLUFFY STUFF – more of thi$

10. OUTSIDE IN IS HARD AND
TANGIBLE
– IT IS ALL ABOUT
IMPROVING
RETURNS
REDUCING IMPROVING
COSTS CUSTOMER
SERVICE

11. Outside-In The
Secret – what is it?
It’s only
ma
you do n gic if
ot kno
the trick w
!

12. Who is winning with outside in?
(and doing work in a very different
way)
zes
nd Si
ha pes a ors –
ent S ect
Differ industry s ate
–a ll riv
and p
p ublic

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

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

15. 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

16. 1
DO YOU SEGMENT
CUSTOMERS AND MARKET
FROM THE INSIDE-OUT?
OR
OUTSIDE IN EVALUATION
DO YOU CATEGORISE
CUSTOMERS IN TERMS OF
NEEDS PRIMARY/SECONDARY
AND INTERNAL?

17. Customer Needs
Assessment (CNA)
Who is the
Customer
?
What is the
One line What is the
Customers
summary of the
Expectation?
NOC?
The Needs
of the
Customer
What is the
What are the Process the
SMART needs
Customer
of the
thinks they are
Customer?
involved with?
What do we do
that Impacts
Customer
Success?

18. MEET MEET
THE THE
NEED! WANT

19. 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?

20. The Pyramid

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

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

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

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

25. CEO
Customer
Marketing Sales Service Operations Finance

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

27. What’s
Missing Our repr
e
systems sentation
? were bo
the Indu rn in
Revolutio strial
n – ar
still relev e they
ant?

28. A New Landscape
is emerging

30. 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)

32. What time is
The 3 o’clock
parade?!?

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

34. 2
DO YOU CAPTURE WHAT THE
CUSTOMER SAYS THEY
WANT?
OR
OUTSIDE IN EVALUATION
DO YOU FIGURE OUT WHAT
THE CUSTOMER NEEDS EVEN
WHEN THEY DON’T KNOW IT
THEMSELVES?

35. OUTSIDE IN
Customer Centric processes
v Understanding who the customer is, and what do
they really need
v Understanding the customer experience.
v Identifying best and next practices in customer
centricity and Outside In.
v W inning the Triple Crown with Customer
Centricity – simultaneously growing revenues,
reducing costs and improving customer service

36. UNDERSTANDING THE
CUSTOMER EXPERIENCE

37. The
Customer
Experience
is the
Process
What does the
customer really need?

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

39. 3
DO YOU MANAGE PROCESS THROUGH
THE THINGS PEOPLE DO?
OR
OUTSIDE IN EVALUATION
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?

40. 4
DO YOU MEASURE PROCESSES
BASED ON OUTPUTS AND ACTIVITY
TIME?
OR
OUTSIDE IN EVALUATION
DO YOU MEASURE PROCESS BASED
ON SUCCESSFUL CUSTOMER
OUTCOMES?

41. 5
DO YOUR PROCESSES START WITH
AN INTERNAL TRIGGER (PHONE
CALL, LETTER, REQUEST FOR
SOMETHING?)
OR
OUTSIDE IN EVALUATION
DO YOUR PROCESSES START AND
END WITH THE CUSTOMER NEED
AND FINISH WHEN THAT IS
DELIVERED?

44. The Virgin Galactic Customer Experience
I deserve
something
Motivation
special
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Club
Video The VG Sign-Up
Launch Online
Reflect Inspire
VG
Astronauts
Space VG
Suit Online
Fitting
Experience Explore
Live
Feed
Handhold
Book
Training
FAQs
Preference Online
Medical Optimised
&
Exam Touch
Personalization
Welcome
VG Club
All All Share
All
Level Level Level
Access Access Access

45. 6
DO YOU ASSESS ORGANISATION
CAPABILITY BY SKILLS AND
COMPETENCE?
OR
OUTSIDE IN EVALUATION
DO YOU MEASURE SUCCESS BASED
ON THE DELIVERY OF SUCCESSFUL
OUTCOMES?

46. Within your ENTERPRISE OR YOUR CLIENTS ;-)
Outside-In Strategic Matrix (OI-SM)
Where does your What is the Successful
process Customer
start and finish? Outcome?
What are the Key What business are you
Moments (REALLY) in?
of Truth in this
Process?

47. OUTSIDE IN
Customer Centric processes
v Understanding who the customer is, and what do
they really need
v Understanding the customer experience.
v Identifying best and next practices in customer
centricity and Outside In.
v W inning the Triple Crown with Customer
Centricity – simultaneously growing revenues,
reducing costs and improving customer service

48. Who is winning with outside in?
(and doing work in a very different way)
zes
nd Si
ha pes a ors –
ent S ect
Differ industry s ate
–a ll riv
and p
p ublic

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

50. OUTSIDE IN - SIX KEY QUESTIONS TO ASK

51. www.bpgroup.org
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