Steve Towers nasscom bpo summit 2012 opening keynote

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

ww

w.flic

kr.c

om

/ph

oto

s/mw

ich

ary

/23

56

66

38

50

/

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