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Creating Insanely Great Customers

Creating Insanely Great Customers
Harnessing the Perfect Storm driving product strategy...
Creating Insanely Great Customers

Topics
1.
2.
3.
4.
5.
6.

The Perfect Storm / Creating Insanely Great Customers
It take...
Creating Insanely Great Customers

The Perfect Storm &
Creating Insanely
Great Customers
Creating Insanely Great Customers

There is a perfect storm changing the rules
Of product management, marketing and sales!...
Creating Insanely Great Customers

That Storm is Accelerating the dialog, pace and nature of
What’s
Desirable

What’s
Poss...
Creating Insanely Great Customers

Staying Competitive = Acceleration & Deepening Value Delivered!
Customer Journey
Status...
Creating Insanely Great Customers

Who are the Insanely Great Customers?

The ones that get it!
Creating Insanely Great Customers

Prospects and customers expectations are increasing rapidly!

Insanely Great = New Good...
Creating Insanely Great Customers

What do the Insanely Great Customers want from their vendor partners?

Continual Collab...
Creating Insanely Great Customers

How Do We Harness the Perfect Storm?

Customer insight
&
Creating Insanely Great Customers

It Takes
a Team
Creating Insanely Great Customers

“Every good product I've ever seen
is because a group of people cared
deeply about maki...
Creating Insanely Great Customers

This is a team sport – everyone in your company that works with customers and or
that i...
Creating Insanely Great Customers

CEO
Status
Quo

Product
Development

Trigger
Point

Refer

Expand

Explore
Options

Bus...
Creating Insanely Great Customers

Action Steps
•

Identify “Storm” related teams / initiatives within your company
– big ...
Creating Insanely Great Customers

Creating
Customer
Value
Creating Insanely Great Customers

Creating Insanely Great Customers
Customer Insight - Accelerate Value Creation - Innova...
Creating Insanely Great Customers

Defining a “Job”
Customer Need

Plan
Business
Outcome

Deliver

Refine

Metrics

Acquir...
Creating Insanely Great Customers

The most important question?
Creating Insanely Great Customers

How is / will the Perfect Storm impact your customers?

Customer Impact?
The Perfect St...
Creating Insanely Great Customers

Strategy = Value Producing Innovation
Customer Needs (Jobs to be done)
Low

Availabilit...
Creating Insanely Great Customers

Team Action Steps
•

•

•

Identify 3 – 5 Insanely Great Customers
– Define why they ar...
Creating Insanely Great Customers

Every
touch point
counts!
Creating Insanely Great Customers

Your Customer Journey Strategy?
Every touch point = opportunity for collaborative learn...
Creating Insanely Great Customers

Innovation Programs
Uses
•
•
•

Open | Customer | Social | Partner

Product
Business Mo...
Creating Insanely Great Customers

Remember: It’s Their Journey
You have to earn the right to be a part of each stage!
Creating Insanely Great Customers

Team Action Steps
•

•

Review your customer journey
– Discuss what it takes to create ...
Creating Insanely Great Customers

Innovation
Engine
Status
Creating Insanely Great Customers

Where is your company in terms of embracing the Perfect Storm as a platform for
Continu...
Creating Insanely Great Customers

Creating Insanely Great Customers – Your Internal Readiness Check?
Creating Insanely Great Customers

How is / can your company harness the Perfect Storm?

Opportunities to Innovate?
The Pe...
Creating Insanely Great Customers

Creating Insanely Great Customers – Readiness Check
Agile Business
Acceleration
Maturit...
Creating Insanely Great Customers

Action Steps
•

Hold meeting to discuss Perfect Storm / Creating Insanely Great Custome...
Creating Insanely Great Customers

Get Agile
Creating Insanely Great Customers

Objective: Find a few high value / high return areas / initiatives as pilots
Status
Quo...
Creating Insanely Great Customers

The key to success? Small, well prioritized, time bound initiatives defined in terms of...
Creating Insanely Great Customers

Action Steps
•

•

•
•

Identify areas in your company in which they are implementing A...
Creating Insanely Great Customers

Your Turn!
Group
Discussion
Creating Insanely Great Customers

Group Discussion Topics
1. How is the Perfect Storm impacting customers, their expectat...
Creating Insanely Great Customers

ProductCamp SF 2013 Sponsors
Creating Insanely Great Customers

Thank You
Your Agile Business Acceleration Agency
Product Management and Marketing
|Tra...
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Creating Insanely Great Customers Product Camp SF

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Creating Insanely Great Customers: A Lean innovation strategy for engaging the planet's most strategic customers, the Insanely Great ones. | Get The Book | http://www.creatinginsanelygreat.com

A perfect storm of innovation taking place that is blurring the boundaries between how we develop products and engage customers. This presentation takes you into that storm and shows you how to harness it.

Published in: Marketing, Business
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  • today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
  • in addition to changing how we bring products to market and how we engage customers that storm is accelerating something even more fundamentalThe dialogue and the pace of innovationIn today’s markets, the really great customers are just asking to be a part of our dialogue of innovation they are demanding it.
  • today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
  • And our customers expectations are growing – Insanely Great is fast becoming the new good enough.
  • When visiioned and developed with today’s tools, it also becomes a framework for.
  • And let’s not forget one of the important team members the customer!
  • As we talked about earlier the purpose of voice of the customer program or plan is to help you accelerate the value you create for your customers and your companyWe believe that should be the overarching goal of any VOC program
  • You’ve heard us talk about this multiple times but the most important question you need to help answer is why question. it is this question that gives you the deep insight that helps you identify where the opportunities for true innovation lie. throughout the work you do in engaging and understanding the voice of the customer this question should always be a part of what you ask.
  • today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
  • that means creating information and insight for your company that helps you identify how you can help customers get jobs that need to be done done more effectivelyWhile there are lots of opportunities to address customer needs you want a way to focus your time and your resources on the ones that will create the greatest value for you and your customers you don’t want to spend a lot of time addressing issues that are low in customer value and/or that the customer already feels are adequately provided for in the marketWhile you may need to address some of these purely from a customer satisfaction or market requirement standpoint these by themselves are going to accelerate your growthThe ones you want to focus on are the ones that create the highest value for the customers that are not readily available in the marketThese are the ones that are game changers in the market they’re also the ones that aren’t readily apparent to most vendorsThey are the ones that emerge because you have invested in understanding your customers better and more deeply than anyone elseAnd that is our definition of innovationAnd we believe that should be your overall strategy
  • Understand and embrace the entire customer journey. Take the time to explore the journey your customer experiences. Try to see it through their eyes. Better yet spend time and get feedback from customers and prospects that have travelled it in its entirety, and those that blew out of it for some reason. This is great place to bring the insight in from win / loss reports and analysis from sales teams
  • Innovation programs are growing in popularity and in maturitySome of the best examples we have of that within the technology industry is open source softwareThe business drivers for this emphasis on innovation programs includes the pace of innovation, the global diversity of need and innovation and the recognition by companies that insight, talent and the ability to recognize and act on opportunities isn’t the exclusive domain of their organization. They recognize that keep up the need to tap into not just their internal community but their external ecosystem of customers, partners, government and academic organizations.Social networks, social media monitoring and many of the elements we talked about in the perfect storm are also drivers for the new interest in growth in this area.Whether it’s identifying or refining product and services opportunities, new business models or optimizing supply chain relationships you’ll find innovation programs in one form or another focused on these areas.As these programs of maturity companies have learned quickly that a free-for-all or ad hoc approach to this doesn’t produce much in terms of resultsThey’ve learned it has to be defined managed process that clearly has business benefits and monetary opportunities for those involvedOne of the major challenges remains working through intellectual property issues and ownership and the other major challenge is dealing with internal corporate cultures that are still working with a not invented here attitude.In practice you can find innovation portals, laboratories and major program efforts across industriesThose that seem to be most successful with them envision themselves as a platform and an ecosystem facilitator that drives innovation around that platformThey also work hard to make it easy for others to leverage their platform and build businesses of their ownWe believe this is going to be increasingly critical area for most companies and will become one of the primary extensions for voice of the customer programs
  • today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
  • today’s markets and marketing are being driven by a perfect storm a storm that is changing the rules by which we bring products to market and engage with customersContent marketing and marketing automationSocial mediaBig data analyticsAgile design developmentConsumerization and mobilization of enterprise solutions andPlatforms such as cloud computing and a host of APIs and services are all making their contribution
  • Transcript of "Creating Insanely Great Customers Product Camp SF"

    1. 1. Creating Insanely Great Customers Creating Insanely Great Customers Harnessing the Perfect Storm driving product strategy and customer engagement Mike Connor mike@spicecatalyst.com www.linkedin.com/in/mikeconnor1/
    2. 2. Creating Insanely Great Customers Topics 1. 2. 3. 4. 5. 6. The Perfect Storm / Creating Insanely Great Customers It takes a team Creating Customer Value Every Touch Point Counts Innovation Engine Status Get Agile
    3. 3. Creating Insanely Great Customers The Perfect Storm & Creating Insanely Great Customers
    4. 4. Creating Insanely Great Customers There is a perfect storm changing the rules Of product management, marketing and sales! Big Data & Marketing Automation Enterprise & Industrial Consumerization Platform Enabled Innovation A GILE Design, Development & Marketing
    5. 5. Creating Insanely Great Customers That Storm is Accelerating the dialog, pace and nature of What’s Desirable What’s Possible What’s Viable
    6. 6. Creating Insanely Great Customers Staying Competitive = Acceleration & Deepening Value Delivered! Customer Journey Status Quo Trigger Point Explore Options Evaluate Solutions Business Case Internal Buy In Purchase Deploy Solution Customer Value Creation Validate Value Expand Use Refer
    7. 7. Creating Insanely Great Customers Who are the Insanely Great Customers? The ones that get it!
    8. 8. Creating Insanely Great Customers Prospects and customers expectations are increasing rapidly! Insanely Great = New Good Enough
    9. 9. Creating Insanely Great Customers What do the Insanely Great Customers want from their vendor partners? Continual Collaboration, Learning and Innovation Which allows them to deliver. . . sustainable creation of game changing customer value!
    10. 10. Creating Insanely Great Customers How Do We Harness the Perfect Storm? Customer insight &
    11. 11. Creating Insanely Great Customers It Takes a Team
    12. 12. Creating Insanely Great Customers “Every good product I've ever seen is because a group of people cared deeply about making something wonderful that they and their friends wanted. They wanted to use it themselves.” Steve Jobs
    13. 13. Creating Insanely Great Customers This is a team sport – everyone in your company that works with customers and or that is building things for them has valuable insight to bring CEO Status Quo Product Development Trigger Point Refer Expand Explore Options Business Dev. / Sales | Account Dev. Validate Value Deploy Solution Evaluate Solutions Purchase Design Internal Buy In Business Case Product Management Training Marketing Customer Success Mgt.
    14. 14. Creating Insanely Great Customers CEO Status Quo Product Development Trigger Point Refer Expand Explore Options Business Dev. / Sales | Account Dev. Validate Value Deploy Solution Team Member # 1? Customers Evaluate Solutions Purchase Design Internal Buy In Business Case Product Management Training Marketing Customer Success Mgt.
    15. 15. Creating Insanely Great Customers Action Steps • Identify “Storm” related teams / initiatives within your company – big data – marketing automation – social media – emerging technology /platforms / user experience driven design – changing business models – agile practices product, product management, marketing • Hold meeting to discuss Perfect Storm / Creating Insanely Great Customers – Review current focus and alignment relative to Creating Insanely Great Customers – Discuss benefits of alignment
    16. 16. Creating Insanely Great Customers Creating Customer Value
    17. 17. Creating Insanely Great Customers Creating Insanely Great Customers Customer Insight - Accelerate Value Creation - Innovation Michael Porters Value Chain Jobs that need to be done
    18. 18. Creating Insanely Great Customers Defining a “Job” Customer Need Plan Business Outcome Deliver Refine Metrics Acquire Resources Validate Prepare
    19. 19. Creating Insanely Great Customers The most important question?
    20. 20. Creating Insanely Great Customers How is / will the Perfect Storm impact your customers? Customer Impact? The Perfect Storm What innovation opportunities does that create for your company?
    21. 21. Creating Insanely Great Customers Strategy = Value Producing Innovation Customer Needs (Jobs to be done) Low Availability / Satisfaction Opportunity to Accelerate Value Creation (Innovation) High Low Customer Importance / Value High
    22. 22. Creating Insanely Great Customers Team Action Steps • • • Identify 3 – 5 Insanely Great Customers – Define why they are Insanely Great – Define the level of mutual collaboration that exists between your company and them – Identify 1 or more customers that you could engage in your “Insanely Great Customer Program” Value Creation – Define what those customers do to create value for their customers – Define why they are doing those things the way they are doing them – Define how the Perfect Storm is impacting them and what they could do to harness it – Define which of those areas represents an opportunity for high strategic value innovation – Describe the “jobs” required to create that value – Define how you and your ecosystem partners can contribute to that innovating those areas / jobs Identify 3 – 5 areas to explore for value acceleration through mutual collaborative innovation
    23. 23. Creating Insanely Great Customers Every touch point counts!
    24. 24. Creating Insanely Great Customers Your Customer Journey Strategy? Every touch point = opportunity for collaborative learning / innovation Status Quo Trigger Point Explore Options Evaluate Solutions Business Case Internal Buy In Purchase Deploy Solution Customer Value Creation Validate Value Expand Use Refer
    25. 25. Creating Insanely Great Customers Innovation Programs Uses • • • Open | Customer | Social | Partner Product Business Models Supply Chain Rationale / Benefits • • • • • Speed / diversity of innovation Access talent / expertise Vested perspectives Fast validation of concepts Extend Value of Platform / Ecosystem Best Practices Management • Develop a Plan • Define / Manage Process • Internal / External Relationships • Align Company Vision /Culture • Build Trusted Relationships • Manage IP Practice • Program • Portal • Lab • Incentives • Spinoffs / outs
    26. 26. Creating Insanely Great Customers Remember: It’s Their Journey You have to earn the right to be a part of each stage!
    27. 27. Creating Insanely Great Customers Team Action Steps • • Review your customer journey – Discuss what it takes to create value for Insanely Great Customers at each stage – Assess the how well you are delivering that value today – Identify how well the concepts of Creating Insanely Great Customers are supported throughout the journey – Discuss 3 – 5 simple things that you could do to align your customer journey to better support capturing and acting on insights that accelerate customer value and drive innovation in your products and marketing. Innovation program – Identify open / collaborative innovation programs in your customer’s industry – Identify open / collaborative innovation programs from your competitors – Discuss your company’s current approach / program to engage customers in innovation – Discuss 3 – 5 simple ways to improve your approach
    28. 28. Creating Insanely Great Customers Innovation Engine Status
    29. 29. Creating Insanely Great Customers Where is your company in terms of embracing the Perfect Storm as a platform for Continual – Mutual Learning and Innovation with Insanely Great Customers? Big Data & Marketing Automation Enterprise & Industrial Consumerization Platform Enabled Innovation A GILE Design, Development & Marketing
    30. 30. Creating Insanely Great Customers Creating Insanely Great Customers – Your Internal Readiness Check?
    31. 31. Creating Insanely Great Customers How is / can your company harness the Perfect Storm? Opportunities to Innovate? The Perfect Storm
    32. 32. Creating Insanely Great Customers Creating Insanely Great Customers – Readiness Check Agile Business Acceleration Maturity Level Vision & Strategy Creation and Delivery of Customer Value Culture / Leadership People & Organization Processes Systems & Tools 1 Ad Hoc 2 Defined 3 Standard 4 Managed 5 Optimized
    33. 33. Creating Insanely Great Customers Action Steps • Hold meeting to discuss Perfect Storm / Creating Insanely Great Customers – Discuss how ingrained the concepts of Creating Insanely Great Customers are in your company • Identifying and focusing on Insanely Great Customers • Deeply understanding and acting of what creates sustainable innovative value for them • Developing a relationship based on mutual learning and innovation with Insanely Great Customers • Aligning your investment in the forces driving the storm to identify, engage, create and manage relationships with Insanely Great Customers – Discuss how you well you are incorporating the forces driving the perfect storm to drive innovation in • Product design and development • Marketing • Sales • Support – Discuss where the easiest / highest / fastest payback areas are in which you could start alignment initiatives and what their current maturity level is. – Discuss what it takes to move the highest priority ones up to the next level of maturity.
    34. 34. Creating Insanely Great Customers Get Agile
    35. 35. Creating Insanely Great Customers Objective: Find a few high value / high return areas / initiatives as pilots Status Quo Trigger Point Explore Options Evaluate Solutions Business Case Internal Buy In Purchase Deploy Solution Validate Value Expand Use Refer
    36. 36. Creating Insanely Great Customers The key to success? Small, well prioritized, time bound initiatives defined in terms of business outcomes desired and continual measurement of the customer value those produce. Time Bound Sprints Deliver Total Work Priorities for Sprint
    37. 37. Creating Insanely Great Customers Action Steps • • • • Identify areas in your company in which they are implementing Agile practices – Product Development – Product Management – Product Marketing – Marketing – Services – Support Assess how well the concepts and practices are incorporated into your company – Vision – Strategy – Culture Identify small incremental ways you can start to incorporate those concepts and practices into the “Creating Insanely Great Customers initiatives you have identified Identify agile mentors that can help you get underway
    38. 38. Creating Insanely Great Customers Your Turn! Group Discussion
    39. 39. Creating Insanely Great Customers Group Discussion Topics 1. How is the Perfect Storm impacting customers, their expectations and purchase processes 2. Best ways to: • Identify Insanely Great Customers • Define customer value in an agile world • Move collaborative learning and innovation – value creation forward in your marketing funnel | deeper into installed based • Integrate value acceleration / continual learning and innovation deeper and wider into company vision / strategy / culture
    40. 40. Creating Insanely Great Customers ProductCamp SF 2013 Sponsors
    41. 41. Creating Insanely Great Customers Thank You Your Agile Business Acceleration Agency Product Management and Marketing |Training | Mentoring | Consulting Mike Connor mike@spicecatalyst.com www.linkedin.com/in/mikeconnor1/ http://www.linkedin.com/company/spice-catalyst
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