DEWA UAE DEC 2012

Outside In: The Power of Putting Customers at

the Centre of Your Enterprise Steve Towers

•  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)

Outside In: The Power of Putting Customers at the Centre of Your Enterprise

Steve Towers

Steve.tow

ers@bpgroup.org

Join me on Linked In: http://bit.ly/LinkWithSteve

OUTSIDE IN The Power of Putting the Customer at the centre of your Enterprise

www.stevetowers.com www.bpgroup.org www.certifiedprocessprofessional.com

www.towersassociates.com www.oibpm.com

Reiki NLP

Hypnosis

Industrial Engineering O&M Systems Ops Research Outside-In

Originally an Industrial Engineer worked in Operations, Marketing & Systems from the front line to the ‘C’ Level.

Also a qualified Master Hypnotist, Hypnotherapist NLP Practitioner and Reiki Master.

Led by Steve Towers

I have worked on a long

term basis with many

leading companies over the

last decade..

Written several books..

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www.bpcommunity.org

www.bpmbox.com

www.bpgroup.org

www.successfulcustomeroutcomes.net

Established 1992

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

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

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

REDUCING COSTS

IMPROVING RETURNS

IMPROVING CUSTOMER SERVICE

Outside-In The Secret – what is it?

It’s only magic if you do not know the trick!

Who is winning with outside in? (and doing work in a very different way)

Different Shapes and Sizes

– all industry sectors –

public and private

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

The Needs of the

Customer

Who is the Customer

?

What is the Customers

Expectation?

What is the Process the

Customer thinks they are involved with?

What do we do that Impacts

Customer Success?

What are the SMART needs

of the Customer?

What is the One line

summary of the NOC?

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

ww

w.flickr.com

/photos/mw

ichary/2356663850/

CEO

Marketing Sales Customer Service Operations Finance

Our organisations all look the same...

CEO

Marketing Sales Customer Service Operations Finance

Processes wend and meander their way around these rigid structures...

CEO

Marketing Sales Customer Service Operations Finance

And hey ho – we nearly forgot the customer! Now where do they go?

CEO

Marketing Sales Customer Service Operations 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?

Our representation systems were born in the Industrial Revolution – are they still relevant?

A New Landscape is emerging

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 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 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

Motivation

Inspire

Inspire

Explore

Handhold

Experience

Re!ect

Evangelise

I deserve something

special

VG Online

VG Online

Book

Online Welcome

Preference &

Personalization

Optimised Touch

Medical Exam

Space Suit

Fitting

Training

The Launch

Sign-Up

The Virgin Galactic Customer Experience

VG Astronauts

Live Feed

FAQs

VG Club

Share All Level

Access

All Level

Access

All Level

Access

Blog

Video

The Club

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 ENTERPRISE OR YOUR CLIENTS ;-)

Where does your process start and !nish?

What is the Successful Customer Outcome?

What are the Key Moments of Truth in this Process?

What business are you (REALLY) in?

Outside-In Strategic Matrix (OI-SM)

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 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)

Different Shapes and Sizes

– all industry sectors –

public and private

“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.

BPM

On Steroids

www.bpgroup.org

Thank you

Questions?

Provide your Business card And receive

with my compliments this Book plus

Key case study Access!!