steve towers nasscom bpo summit 2012 opening keynote
DESCRIPTION
Keynote - putting the customer at the centre of your universe.TRANSCRIPT
KEYNOTE
OUTSIDE INThe Power of Putting the Customer at the centre of your business
Steve Towers
Ste
ve
.tow
ers@
bp
gro
up
.org
Join me on Linked In: http://bit.ly/LinkWithSteve
KEYNOTE
OUTSIDE INThe Power of Putting the Customer at the centre of your business
OUTSIDE INCUSTOMER 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.
Winning the Triple Crown with Customer Centricity –simultaneously growing revenues, reducing costs and improving customer service
www.stevetowers.com www.bpgroup.orgwww.certifiedprocessprofessional.com
www.towersassociates.com
www.oibpm.com
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HOWEVER BEFORE WE BEGIN…WE HAVE TOO MANY PLATITUDES ABOUT CUSTOMERS
MOTHERHOOD AND APPLE PIE!
SHOW ME THE MONEY! LESS OF THE SOFT AND FLUFFY STUFF – MORE OF THI$
OUTSIDE IN IS HARD AND TANGIBLE – IT IS ALL ABOUT
REDUCINGCOSTS
GROWING REVENUES
IMPROVINGCUSTOMER SERVICE
OUTSIDE-IN THE SECRET –WHAT IS IT?
WHO IS WINNING WITH OUTSIDE IN?(AND DOING WORK IN A VERY DIFFERENT WAY)
UNDERSTAND WHO THE CUSTOMER IS AND WHAT THEY REALLY NEED
UNDERSTAND WHO THE CUSTOMER IS AND WHAT THEY REALLY NEED
“If you're not serving the
customer, you'd better be serving
someone who is.”Karl Albrecht
“The customer is our reason for
being here.”
“We need to get scientific about
the Customer Experience”
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
DO YOU SEGMENT CUSTOMERS AND MARKET FROM THE INSIDE-OUT?
OR
DO YOU CATEGORISE CUSTOMERS IN TERMS OF NEEDS PRIMARY/SECONDARY AND INTERNAL?
OUTSIDE IN EVALUATION 1
Customer Needs
Assessment (CNA)
MEET THE NEED!
MEET THE WANT
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?
THE PYRAMID
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56
66
38
50
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CEO
Marketing SalesCustomer
ServiceOperations Finance
Our organisations all look the same...
CEO
Marketing SalesCustomer
ServiceOperations Finance
Processes wend and meander their way around these
rigid structures...
CEO
Marketing SalesCustomer
ServiceOperations Finance
And hey ho – we nearly forgot the customer!
Now where do they go?
CEO
Marketing SalesCustomer
ServiceOperations Finance
In other words... Everything looks like a Scottish pin factory!And the way we describe everything can be just as inside-out…
What’s
Missing?
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)
What time is The 3 o’clock parade?
If I had asked
them
what they
wanted
they would
have said
faster horses
Henry Ford –
the Model T
DO YOU CAPTURE WHAT THE CUSTOMER SAYS THEY WANT?
OR
DO YOU FIGURE OUT WHAT THE CUSTOMER NEEDS EVEN WHEN THEY DON’T KNOW IT THEMSELVES?
OUTSIDE IN EVALUATION 2
OUTSIDE INCUSTOMER 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.
Winning the Triple Crown with Customer Centricity –simultaneously growing revenues, reducing costs and improving customer service
UNDERSTANDING THE CUSTOMER EXPERIENCE
The Customer Experience is the Process
WHAT DOES THE CUSTOMER REALLY NEED?
Design isn’t the way something looks – it is the way something works
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?
OUTSIDE IN EVALUATION 3
DO YOU MEASURE PROCESSES BASED ON OUTPUTS AND ACTIVITY TIME?
OR
DO YOU MEASURE PROCESS BASED ON SUCCESSFUL CUSTOMER OUTCOMES?
OUTSIDE IN EVALUATION 4
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?
OUTSIDE IN EVALUATION 5
I deserve
something
special
The Virgin Galactic Customer Experience
DO YOU ASSESS ORGANISATION CAPABILITY BY SKILLS AND COMPETENCE?OR
DO YOU MEASURE SUCCESS BASED ON THE DELIVERY OF SUCCESSFUL OUTCOMES?
OUTSIDE IN EVALUATION 6
WITHIN YOUR BUSINESS OR YOUR CLIENTS ;-)Outside-In Strategic Matrix (OI-SM)
OUTSIDE INCUSTOMER 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.
Winning the Triple Crown with Customer Centricity –simultaneously growing revenues, reducing costs and improving customer service
WHO IS WINNING WITH OUTSIDE IN?(AND DOING WORK IN A VERY DIFFERENT WAY)
“Outside-in is a powerful
idea”Jack Welch
the ability to learn more
about our customers
the ability to turn that
learning into action
OUTSIDE IN - SIX KEY QUESTIONS TO ASK
We used to dream
about this stuff.
Now we can do it.
That is really Cool.
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Thank you
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KEYNOTE
OUTSIDE INThe Power of Putting the Customer at the centre of your business