November 9, 2010
Email: fgouillart@eccpartnership.com blog: francisgouillart.com book web site: powerofcocreation.com
Fran...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
What We Will Cover Today
1. Zombies No More (...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Classic Marketing Makes Customers into Zombie...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Nike+ Creates New Interactions with Customers...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
You Can Track Your Runs
4
ZOMBIES NO MORE
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
You Can Map and Share Your Runs
5
ZOMBIES NO ...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Run
Tracking
Challenge
Others
Mapping and
Sha...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Nike+ Results Have Been Spectacular
• Nike ca...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
New
experiences
of value
to individuals
Nike ...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
A Brazilian Example of Customer Co-Creation:
...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
80 thousand registered users
More than 15.000...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Strategy Has Long Been About War
11
THE HEART...
© 2010 Francis Gouillart
All rights reserved.
HSM Sao Paulo 2010-11-09 – FJG
The New View of Strategy: Connect New
Experie...
© 2010 Francis Gouillart
All rights reserved.
HSM Sao Paulo 2010-11-09 – FJG
ITC e-Choupal Built an Entire Eco-System to
C...
© 2010 Francis Gouillart
All rights reserved.
HSM Sao Paulo 2010-11-09 – FJG
The Conventional Strategy Model Relies on
Own...
15HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
1. Paint a picture of the vision best you c...
© 2010 Francis Gouillart
All rights reserved.
HSM Sao Paulo 2010-11-09 – FJG
… And Launches Interaction-Based Experiments
...
17HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Why Emerging Countries Are Good at Co-
Crea...
18HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
24/7 Customer in India: From Call Center
to...
19HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
1.
RECRUITING NEW
SERVICE REPS AS A
GROUP
R...
20HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
CNI in Brazil: Co-creation Applied to the
D...
21HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
“Rede social da indústria” is a Platform
De...
22HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Understanding Stakeholders Dreams and
Conce...
23HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Three Interactions
Within the Social Networ...
24HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
I See Dead Processes
FROM DEAD PROCESSES
TO...
25HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Yellow Tail Wine (Casella Wines) Creates a ...
26HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
LOWER
COST
Like Casella, You Can Try To Bui...
27HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
LOWER
COST
… or You Can Engage The Stakehol...
28HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Crushpad Brings Customers Into Winemaking
F...
29HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Crushpad Has Opened Up The Winemaking Proce...
30HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
1. Lay out steps in as is 
process
2. Evalu...
31HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Start With the Experiences of Specific Stak...
32HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
An Unlikely Role Model for Co-Creation:
The...
33HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
La Poste’s Management Established Five
Inte...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
The Transformation of La Poste Started With t...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Transforming La Poste Through Co-Creation Inv...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Ten Steps Framework to Experience Co-Creation...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
By and Large, The IT Community Is Still
Missi...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Some Companies are beginning to Build (Simple...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Dell’s customer ideas forum, Idea Storm,
Foll...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
IBM Jam Sessions Involve a More Sophisticated...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Co-Creation Involves a Personal Transformatio...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Santander Brazil Is Becoming a Co-Creative
En...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Human Development Co-Creation Initiatives
at ...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
“Juntos” (together) is
the core message of
Sa...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Humans Are at the Center of the Business Univ...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Caja Navarra Created Civic Banking
46
THE NEW...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Customers choose to use the money they
genera...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
Caja Navarra Creates Transparency of Earnings...
HSM Sao Paulo 2010-11-09 – FJG
© 2010 Francis Gouillart
All rights reserved.
What Have Covered Today
1. Zombies No More (N...
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Engaging Customers and Other Stakeholders: Becoming a Co-Creative Enterprise

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Apresentação feita por Francis Gouillart, durante workshop realizado pela empresa de consultoria Symnetics, na HSM ExpoManagement 2010. Francis é um dos mais renomados consultores internacionais de inovação, coidealizador dos métodos de Inovação de Valor (Estratégia do Oceano Azul) e da Cocriação. É também cofundador da ECC Partnership, empresa representada no Brasil pela Symnetics.

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Engaging Customers and Other Stakeholders: Becoming a Co-Creative Enterprise

  1. 1. November 9, 2010 Email: fgouillart@eccpartnership.com blog: francisgouillart.com book web site: powerofcocreation.com Francis J. Gouillart The Experience Co-Creation Partnership 27 Main Street, Suite 8 Concord, MA 01742 Concord, MA 01742 Phone: +1 978 369 6040 The enclosed material is proprietary to the ECC Partnership and is for the internal use of the addressee only. Engaging Customers and Other Stakeholders: Becoming a Co-Creative Enterprise
  2. 2. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. What We Will Cover Today 1. Zombies No More (Nike, Camiseteria) 2. The Heart of Strategy (ITC e-choupal) 3. The Emerging Country Advantage (24/7 Customer, CNI) 4. From Dead Processes to Live Interactions (Crushpad) 5. The Method Behind the Madness (La Poste) 6. The Platforms of Co-Creation (Starbucks, Dell, IBM) 7. Set My People Free (Santander Brazil) 8. The New Humanity of Business (Caja Navarra) 1
  3. 3. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Classic Marketing Makes Customers into Zombies 2 Needs-based … … segmentation … … and targeting Company marketing and sales Individuals passively receive value from enterprise Customers ZOMBIES NO MORE
  4. 4. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Nike+ Creates New Interactions with Customers ZOMBIES NO MORE
  5. 5. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. You Can Track Your Runs 4 ZOMBIES NO MORE
  6. 6. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. You Can Map and Share Your Runs 5 ZOMBIES NO MORE
  7. 7. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Run Tracking Challenge Others Mapping and Sharing Runs Running Resolutions Listening to Music & Publishing Playlists for Running Training with a Running Coach, Interacting with a Running Star Nike Running Clubs and Nike-Sponsored Events Running blog and discussion boards Nike+ Platform Engages Runners and Communities Through Eight New Interactions ZOMBIES NO MORE
  8. 8. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Nike+ Results Have Been Spectacular • Nike captured 57% of the $3.6 billion U. S. running shoe market in 2007 compared with 47% in 2006 More than 600,000 runners signed on the first year. • Nike has reduced its marketing expenses by 57%. • More than 160 countries in the first year. • Over 40 million miles uploaded the first year. • Visit 3-4 times a week. • Nike has a goal of having 15% of the world’s estimated 100m+ runners using the system. 7 ZOMBIES NO MORE
  9. 9. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. New experiences of value to individuals Nike + Platform Lower risks and costs for individuals Lower risks and costs for the company Increased strategic capital and return to the company Lesser cost of joining club 57% reduction in marketing cost Nike Runners Learn how people use the products in the field Nike + Engages Runners and Changes its Own Economics in the Process Lesser risk of falling off the wagon Feed that learning into design and customer management Motivation to run Ease of tracking my performance Fun of having peers Four Powers Model 8 ZOMBIES NO MORE
  10. 10. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. A Brazilian Example of Customer Co-Creation: Camiseteria www.camiseteria.com.br 9 ZOMBIES NO MORE
  11. 11. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. 80 thousand registered users More than 15.000 unique designs 150 T-shirt models No professional fashionista hired Buzz, word of mouth communication lowers marketing costs Low risk, high fit to the market demand ZOMBIES NO MORE Camiseteria Is Successful
  12. 12. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Strategy Has Long Been About War 11 THE HEART OF STRATEGY
  13. 13. © 2010 Francis Gouillart All rights reserved. HSM Sao Paulo 2010-11-09 – FJG The New View of Strategy: Connect New Experiences Through New Interactions 12 Co-Creative Enterprise Individuals participate in value creation through personal engagement Customers Suppliers Partners Employees Co Creation THE HEART OF STRATEGY
  14. 14. © 2010 Francis Gouillart All rights reserved. HSM Sao Paulo 2010-11-09 – FJG ITC e-Choupal Built an Entire Eco-System to Change the Experience of the Indian Farmer 1. Build kiosks in villages, with a sanchalak providing coaching with help of computer (choupal) 2. Provide grain market in neighboring towns (“hub facilities’), competing with “mandi” Better prices Fairer transactions Better information on global crop prices and weather 3, Develop distribution centers providing agricultural inputs (Choupal Saagar) Affordable inputs for farming 4. Expand retail space to provide all kinds of goods and services to the farmer, including insurance and healthcare Affordable goods and services tailored to the farmer FARMER EXPERIENCE ITC E-CHOUPAL PLATFORM 13 THE HEART OF STRATEGY
  15. 15. © 2010 Francis Gouillart All rights reserved. HSM Sao Paulo 2010-11-09 – FJG The Conventional Strategy Model Relies on Owning a Piece of the Value Chain Farmers Wholesale  markets Trading Food  manufacturing Farming in India Consumers Food  retailing Fragmented industry:  average farm in India is 3.3  acres, producing: • Diseconomies of scale • Low crop yields Structured industry:  average farm in US is  420 acres ITC’s business at the outset Farming in US In the US, food companies  have forced a consolidation  of the farm industry  through: • Acquisitions (creation of  corporate farms) • Farming contracts that  require a  professionalization of farm  practices THE HEART OF STRATEGY
  16. 16. 15HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. 1. Paint a picture of the vision best you can Vision Experiment 1 Co-Creation Strategy Builds a Stairway to Heaven … Experiment 2 Experiment 3 Interaction  1 Interaction  2 Interaction  3 Interaction  4 Interaction  5 3. Design a small number of co-creation experiments within each interaction-based theme 2. Define some high-level interaction-based themes on the way there THE HEART OF STRATEGY
  17. 17. © 2010 Francis Gouillart All rights reserved. HSM Sao Paulo 2010-11-09 – FJG … And Launches Interaction-Based Experiments THE HEART OF STRATEGY Farmers Wholesale  markets  (mandis) Trading Food  manufacturing Consumers Food  retailing ITC’s business at the outset Individual  farmer Saagar  wholesale  manager Choupal Saagars wholesale,  challenging government  mandis Individual  farmer Sanchalak E‐choupal kiosk New businesses for ITC Saagar retail  manager Choupal Saagars  retail Individual  farmer Dramatically  improved   experience for  farmers, sanchalaks   and other  stakeholders Lesser cost and  risk for ITC Reduced cost and risk  for farmers,  sanchalaks  and other  stakeholders New sources of  revenue from the  new businesses  for ITC Benefits of ITC co‐ creation platforms
  18. 18. 17HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Why Emerging Countries Are Good at Co- Creation The thinking is fresher. • Less to unlearn. • Excitement about new experiences is worth a lot. There is innovation power in large markets and low-cost requirements. • Bottom of the pyramid innovation The future is about building infrastructure-based eco-systems. • The West’s focus on single firm strategy carries the genes of its own economic limitation. There is greater social consciousness in emerging countries. • Greater collective sense of economic development and social responsibility. • Sustainability. THE EMERGING COUNTRY ADVANTAGE
  19. 19. 18HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. 24/7 Customer in India: From Call Center to Remote Reengineering THE EMERGING COUNTRY ADVANTAGE
  20. 20. 19HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. 1. RECRUITING NEW SERVICE REPS AS A GROUP Reduced cost of attracting candidates Less intimidating recruiting experience RECRUIT 24/7 CUSTOMER 2. SELF- SCHEDULING OF SERVICE REPS Less absenteeism Safer Fun to work with friends I manage my own schedule EMPLOYEE 24/7 CUSTOMER 3. SOLVING PROBLEMS WITH CUSTOMERS Less time on the phone per call Better issue resolution CUSTOMER 24/7 CUSTOMER More fun in job EMPLOYEE 4. DEVELOPING NEW SERVICES New sources of revenue for the firm Better strategic positioning Receiving more strategic answers CUSTOMER 24/7 CUSTOMER Advancing my career EMPLOYEE Solving my strategic issues CLIENT OF 24/7 CUSTOMER IMPROVED EXPERIENCE FOR THE INDIVIDUAL IMPROVED ECONOMICS FOR THE COMPANY ENGAGEMENT PLATFORMS 24/7 Customer Co-Creation Strategy: From Internal to External Co-Creation THE EMERGING COUNTRY ADVANTAGE
  21. 21. 20HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. CNI in Brazil: Co-creation Applied to the Design of a Social Network Platform • How to increase the mobilization of industry actors around national issues? • How to promote more interaction among stakeholders? • How to build stronger positions to the government? THE EMERGING COUNTRY ADVANTAGE
  22. 22. 21HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. “Rede social da indústria” is a Platform Designed to Engage Multiple Stakeholders THE EMERGING COUNTRY ADVANTAGE
  23. 23. 22HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Understanding Stakeholders Dreams and Concerns THE EMERGING COUNTRY ADVANTAGE
  24. 24. 23HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Three Interactions Within the Social Network “Rede Social da  Indústria” Design Mobilizing and engaging  entrepreneurs and engaging for  national causes. MOBILIZATION ENVIRONMENT Articulate and build  together political  positioning. FORUM ENVIRONMENT Increase the  competitiveness  of industry through  best practice sharing TRENDS ENVIRONMENT THE EMERGING COUNTRY ADVANTAGE
  25. 25. 24HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. I See Dead Processes FROM DEAD PROCESSES TO LIVE INTERACTIONS
  26. 26. 25HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Yellow Tail Wine (Casella Wines) Creates a New Experience for Wine Lovers High Low Qualityofexperience Ease of drinking Wine complexity 4 2 6 8 10 Mid-market wines Price Heritage and prestige of vineyard Experience curve Buyer’s perspective ImageWine science, connoisseur dimension Aging quality Key elements of the customer’s experience Ease of selection Fun and adventure Range of products 1 3 9 7 5 Yellow Tail FROM DEAD PROCESSES TO LIVE INTERACTIONS
  27. 27. 26HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. LOWER COST Like Casella, You Can Try To Build a New Experience by Listening To The Customer …. BETTER EXPERIENCE Traditional Enterprise Customers … But You Will End Up Guessing Wrong Most of the Time FROM DEAD PROCESSES TO LIVE INTERACTIONS
  28. 28. 27HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. LOWER COST … or You Can Engage The Stakeholders in Co-Creating The New Experience With You BETTER EXPERIENCE Co Creation Co-Creative Enterprise Individuals participate in value creation through personal engagement Customers Suppliers Partners Employees Build it With Them FROM DEAD PROCESSES TO LIVE INTERACTIONS
  29. 29. 28HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Crushpad Brings Customers Into Winemaking FROM DEAD PROCESSES TO LIVE INTERACTIONS
  30. 30. 29HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Crushpad Has Opened Up The Winemaking Process FROM DEAD PROCESSES TO LIVE INTERACTIONS
  31. 31. 30HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. 1. Lay out steps in as is  process 2. Evaluate process customer  needs and establish  objectives for the process 3. Streamline steps and design to be  process 4. Provides A better experience  for the customer Lower cost for the  companyReduced cycle time Fewer steps, fewer hand‐offs The broader experience of internal stakeholders is irrelevant, except for removal of pain points directly  linked to operational dysfunctions in the process. It does not create a new source  of revenue growth. Traditional Process Design Delivers Cost- Efficiency, but Little Growth FROM DEAD PROCESSES TO LIVE INTERACTIONS
  32. 32. 31HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Start With the Experiences of Specific Stakeholders, and Connect Them Through New Interactions 2. Map out how the  stakeholders interact  with each other today 4. Organize workshops   where stakeholders make  their experience  transparent to each other  3. Characterize the  experience resulting  from these interactions  for all stakeholders  (good or bad) 6. … that allows them to  develop new interactions Platform 5.   Give stakeholders an  engagement platform …  7. … that  dramatically  improve the  experience of all  stakeholders … 1. Identify the stakeholders involved on  the company and the customer side 8. … and produce  new sources of  revenue from the  new interactions … and invite all stakeholders to  imagine new interactions  between them Internal company  stakeholders External stakeholders (e.g.,  customers) FROM DEAD PROCESSES TO LIVE INTERACTIONS
  33. 33. 32HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. An Unlikely Role Model for Co-Creation: The French Post Office and its 17,000 Post Offices THE METHOD BEHIND THE MADNESS
  34. 34. 33HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. La Poste’s Management Established Five Interaction-Based Themes for its Strategy Increase ticket 1. ACCESS TO POST OFFICE Improve profitability 2. ORIENTATION 3. SERVICE DELIVERY 4. ADVICE 5. NEW SERVICES Reduce network cost Increase sales FINANCIAL CUSTOMER LEARNING AND GROWTH PROCESS THE METHOD BEHIND THE MADNESS
  35. 35. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. The Transformation of La Poste Started With the Opening Up of the Employee Scheduling Process 1. CO-CREATED EMPLOYEE SCHEDULE Post office (Active) post office employees Engages post office employees in scheduling their own work Creates post office employees schedule Passive post office employee receives schedule Employees schedule their own work (within constraints) BEFORE AFTER 34 THE METHOD BEHIND THE MADNESS
  36. 36. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Transforming La Poste Through Co-Creation Involved Opening Up More and More of the Firm’s Processes New experiences of value to individuals 4. CO-CREATED POST OFFICE PERFORMANCE MODEL 3. CO-CREATED SERVICES 2. CO-CREATED OPENING HOURS FOR EACH LOCAL POST OFFICE 1. CO-CREATED EMPLOYEE SCHEDULE • Customers • Teller employees • Post office manager • “Hierarchy” • Teller employees • Post office manager • “Hierarchy” • Customers • Teller employees • Post office manager • “Hierarchy” • eBay • Local elected officials • Customers • Teller employees • Post office manager • “Hierarchy” 35 THE METHOD BEHIND THE MADNESS
  37. 37. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Ten Steps Framework to Experience Co-Creation (Bottom-Up) Fleshing out the CC hypotheses and making the case for them (hypotheses teams, Strategy Fair) 10a. Business Case Generating, developing and qualifying CC hypotheses (External Co-Creation Workshops) Understanding way things are done today (Executive and Focus Interviews, Internal Co-Creation Workshops) 9. Co-creation Stairway to Heaven 8. Win/Win (Four Powers) 4. Existing Experience 7. Glass House 5. Transparency (DART)1. Protagonists 3. Pain Points 2. Existing Interactions 6. Day in Life of Customer 10b. New Experience 36 THE METHOD BEHIND THE MADNESS
  38. 38. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. By and Large, The IT Community Is Still Missing the Point on Co-Creation The focus is still on one-way process automation. ERP CRM Data bases. The people experience is still largely missing. The IT community struggles to engage its business clients (B2B) … … so it struggles even more to engage its business clients with its customers (B2C). Slowly the IT community is awakening to the need to develop co- creation platforms. 37 THE PLATFORMS OF CO-CREATION
  39. 39. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Some Companies are beginning to Build (Simple) Engagement Platforms MyStarbucksIdea.com website launched in mid-March 2008. 38 © 2010 ECC Partnership Intro co-creation Waltham 2010-06-14 FJG THE PLATFORMS OF CO-CREATION
  40. 40. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Dell’s customer ideas forum, Idea Storm, Follows a Similar Approach to Starbucks 39 THE PLATFORMS OF CO-CREATION
  41. 41. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. IBM Jam Sessions Involve a More Sophisticated Process With a Large Number of Stakeholders 40 THE PLATFORMS OF CO-CREATION
  42. 42. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Co-Creation Involves a Personal Transformation People know better than you what new experiences they aspire to. People’s wings are often clipped by existing HR processes. Let them define what their work experience ought to be. Set the context of the firm’s strategy and let them co-create the rest. Let them engage with other people who are also trying to change their experience. E.g., customers for customer-facing people, suppliers for supply chain people. Start by opening up internal HR processes. 41 SET MY PEOPLE FREE
  43. 43. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Santander Brazil Is Becoming a Co-Creative Enterprise Santander Brazil has been applying co-creation principles since 2007: • in business areas such as insurance, • in internal areas such as: • Human Development • Marketing & Communication. SET MY PEOPLE FREE 42
  44. 44. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Human Development Co-Creation Initiatives at Santander Brazil Leadership Development Program: co- created with 3000 professionals New performance management system: co- creation with employees of the 2011 “next practice” of performance management taking into account the individual experience, generating win-win relationships among stakeholders “Caminhos e Escolhas” (Ways and Choices): collaborative training program engaging NGOs, universities, junior executives and former trainees. SET MY PEOPLE FREE 43
  45. 45. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. “Juntos” (together) is the core message of Santander current marketing and brand positioning. “Circulo Colaborativo” (Collaborative Circle) is a internal co-creation platform opened for new ideas and suggestions to various initiatives from all 30,000 employees https://www.circulocolaborativo.com.br/ Moving From Inside to Outside: Marketing and Communication Initiatives at Santander Brazil SET MY PEOPLE FREE 44
  46. 46. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Humans Are at the Center of the Business Universe Business is the art of building connection. Connecting individuals to your business is key. Employees Customers. Suppliers Partners. Your business is itself connected to an eco-system you will have to co- create with other private and public entities. They’re also full of humans longing to connect with your people. They have economic imperatives, as you do. Ultimately, your role as manager is to make each individual feel at home in the universe. The enterprise that is the most connected wins. 45
  47. 47. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Caja Navarra Created Civic Banking 46 THE NEW HUMANITY OF BUSINESS
  48. 48. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Customers choose to use the money they generate in CAN for needs and people rather than activities and things. “You Choose: You Decide” overturned the bank’s allocation of profits to social work Source: Caja Navarra investors presentation. 47 THE NEW HUMANITY OF BUSINESS
  49. 49. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. Caja Navarra Creates Transparency of Earnings Each Caja Navarra customer receives a statement showing exactly how much money goes to the social projects he or she has chosen. 48 THE NEW HUMANITY OF BUSINESS Caja Navarra’s customers want the bank to make more money with them, so that they can give more to the charity of their choice.
  50. 50. HSM Sao Paulo 2010-11-09 – FJG © 2010 Francis Gouillart All rights reserved. What Have Covered Today 1. Zombies No More (Nike, Camiseteria) 2. The Heart of Strategy (ITC e-choupal) 3. The Emerging Country Advantage 4. From Dead Processes to Live Interactions (Yellow Tail, Crushpad) 5. The Method Behind the Madness (La Poste) 6. The Platforms of Co-Creation (Starbucks, Dell, IBM) 7. Set My People Free (Santander Brazil) 8. The New Humanity of Business (Caja Navarra) 49 THE NEW HUMANITY OF BUSINESS

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