Starting business design by using a Value Chain, Business Model Canvas, Lean Canvas, or other business model visualization is a wasteful process in terms of time, money, and other resources that are consumed. The Customer Experience (CE) Gameplan indicates why. In addition, the CE Gameplan can be used to explain why some business models succeed while others fail, decline, or die. A template of the Customer Experience (CE) Gameplan is available here: http://goo.gl/cI1DBa

1. Peter
Drucker
(1993)
“The
5
Most
Important
Ques3ons
You
Will
Ever
Ask
About
Your
Organiza3on”
1. What
is
our
MISSION?
2. What
does
the
CUSTOMER
VALUE?
3. What
are
our
RESULTS?
4. Who
is
our
CUSTOMER?
5. What
is
our
PLAN?

2. 1. What
is
our
MISSION?
2. What
is
our
CUSTOMER
EXPERIENCE?
3. What
is
our
BUSINESS
MODEL
(PERFORMANCE)?
4. Who
is
our
PRIMARY
CUSTOMER?
5. What
are
our
approach,
plan,
strategy,
tac>cs,
and
budget
for
CONTINUOUS
INNOVATION?
Peter
Drucker
(1993)
“The
5
Most
Important
Ques3ons
You
Will
Ever
Ask
About
Your
Organiza3on”
Rod
King
(2014)
“The
5
Most
Important
Marke3ng
Ques3ons”
1. What
is
our
MISSION?
2. What
does
the
CUSTOMER
VALUE?
3. What
are
our
RESULTS?
4. Who
is
our
CUSTOMER?
5. What
is
our
PLAN?

3.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
“The
5
Most
Important
MarkeVng
QuesVons”
What
is
our
mission?
Who
is
our
primary
customer?
What
is
our
business
model
(performance)?
What
is
our
customer
experience?
What
are
our
approach,
plan,
strategy,
tacVcs,
and/or
budget
for
conVnuous
innovaVon?

4.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
Universal
Design
Model
(5
Topics)
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
ConVnuous
InnovaVon
(Build-­‐Measure-­‐Learn)

5.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
Universal
Design
Model
(Logic)
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
ConVnuous
InnovaVon
(Build-­‐Measure-­‐Learn)
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

6.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
Universal
Design
Model
(Logic)
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
Learn
Build
Measure
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

7.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
Universal
Design
Model
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
…………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
o Physical
o Intellectual
o Emo&onal
o Spiritual
What
are
our
approach,
plan,
strategy,
tacVcs,
and/or
budget
for
conVnuous
innovaVon?
EXPERIENCE
(Value:
Delight/Pain)
What
is
our
business
model
(performance)?
What
is
our
customer
experience?
Who
is
our
primary
customer?
What
is
our
mission?
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

8.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
Universal
Design
Model
(CompeVtor)
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
…………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
o Physical
o Intellectual
o Emo&onal
o Spiritual
What
is
our
compeVtor’s
mission?
What
are
our
compeVtor’s
approach,
plan,
strategy,
tacVcs,
and/or
budget
for
conVnuous
innovaVon?
EXPERIENCE
(Value:
Delight/Pain)
What
is
our
compeVtor’s
business
model
(performance)?
What
is
our
compeVtor’s
customer
experience?
Who
is
our
compeVtor’s
primary
customer?
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

9.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
AnalyVcs
for
Customer
Experience
Journey
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
Learn
Build
Measure
o R:
Revenue
(Profit/Margin)
o E:
Engagement
o A:
Acquisi3on
o A:
Ac3va3on
o R:
Reten3on
(Happiness)
o R:
Referral
(Loyalty)
EXPERIENCE
(Value:
Delight/Pain)
Customer
(Likes/Dislikes;
Job
To
Get
Done)

10.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
AnalyVcs
for
Customer
Experience
Journey
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
Learn
Build
Measure
o R:
Reten3on
(Happiness)
o R:
Referral
(Loyalty)
o R:
Revenue
(Profit/Margin)
ENVIRONMENT
EXPERIENCE
(Value:
Delight/Pain)
o E:
Engagement
o A:
Acquisi3on
o A:
Ac3va3on
Customer
(Likes/Dislikes;
Job
To
Get
Done)

11.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
Universal
Design
Model
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
Learn
Build
Measure
o Physical
o Intellectual
o Emo&onal
o Spiritual
ENVIRONMENT
EXPERIENCE
(Value:
Delight/Pain)
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

12.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
Universal
Design
Model
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
Learn
Build
Measure
o Physical
o Intellectual
o Emo&onal
o Spiritual
ENVIRONMENT
EXPERIENCE
(Value:
Delight/Pain)
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

13.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
Awesome
Customer
Experience
(ACE)
Game
Disrupt
the
Customer
Experience
Game
of
the
Red
Ocean
Industry
The
Awesome
Customer
Experience
(ACE)
Game
is
a
visual
model
that
describes
the
logic
of
how
an
organizaVon
conVnuously
creates,
keeps,
and
grows
customers

14. “Awesome
Customer
Experience
(ACE)”
Is
Defined
as
Having
a
Community
Happiness
Score
(CHS)
as
well
as
a
Net
Promoter
Score
(NPS)
of
100%
Net
Promoter
Score
(NPS)
=
Promoters
(%)
–
Detractors
(%)
Community
Happiness
Score
(CHS)
=
Delighters
(%)
–
Dissa>sfiers
(%)

15.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
To
Obtain
“Hires”
(Chooses)
Sa3sfier
(Okay
Customer
Experience)
AWESOME
CUSTOMER
EXPERIENCE
(ACE)
GAME
Simply
and
Rapidly
Run
Experiments
to
Create
the
Ideal
Customer
Experience
and
Growth
Engine
Value
ProposiVon
Channel
(Radio/TV/Print/Video/Online/
Salesforce/Sample/Demo/
Gamifica&on/Contest/Incen&ve)
Dissa3sfier
(Awful
Customer
Experience)
Delighter
(Awesome
Customer
Experience)
Offers
(Cues)
+
-­‐
Net
Promoter
Score
(NPS)
=
Promoters
(%)
–
Detractors
(%)
Community
Happiness
Score
(CHS)
=
Delighters
(%)
–
Dissa>sfiers
(%)

16.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
AWESOME
CUSTOMER
EXPERIENCE
(ACE)
GAME
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
To
Obtain
“Hires”
(Chooses)
Value
ProposiVon
Channel
(Radio/TV/Print/Video/Online/
Salesforce/Sample/Demo/
Gamifica&on/Contest/Incen&ve)
Detractor
(Awful
Customer
Experience)
Passive
(Okay
Customer
Experience)
Promoter
(Awesome
Customer
Experience)
Offers
(Cues)
Simply
and
Rapidly
Run
Experiments
to
Create
the
Ideal
Customer
Experience
and
Growth
Engine
+
-­‐
Net
Promoter
Score
(NPS)
=
Promoters
(%)
–
Detractors
(%)
Community
Happiness
Score
(CHS)
=
Delighters
(%)
–
Dissa>sfiers
(%)

17.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
AWESOME
CUSTOMER
EXPERIENCE
(ACE)
GAME
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
To
Obtain
“Hires”
(Chooses)
Word
of
Mouth
(“Share”)
Brand
Usage
Net
Promoter
Feedback
Value
ProposiVon
Channel
(Radio/TV/Print/Video/Online/
Salesforce/Sample/Demo/
Gamifica&on/Contest/Incen&ve)
Detractor
(Awful
Customer
Experience)
Promoter
(Awesome
Customer
Experience)
Passive
(Okay
Customer
Experience)
Tes&monial
(Social
Proof)
Offers
(Cues)
Simply
and
Rapidly
Run
Experiments
to
Create
the
Ideal
Customer
Experience
and
Growth
Engine
+
-­‐
Net
Promoter
Score
(NPS)
=
Promoters
(%)
–
Detractors
(%)
Community
Happiness
Score
(CHS)
=
Delighters
(%)
–
Dissa>sfiers
(%)

18.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
AWESOME
CUSTOMER
EXPERIENCE
(ACE)
GAME
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
To
Obtain
“Hires”
(Chooses)
q “Insanely
Great”
q “Awesome”
q “Badass”
q “Jackass”
(“Awful”)
Word
of
Mouth
(“Share”)
Brand
Usage
Net
Promoter
Feedback
Value
ProposiVon
Channel
(Radio/TV/Print/Video/Online/
Salesforce/Sample/Demo/
Gamifica&on/Contest/Incen&ve)
Detractor
(Awful
Customer
Experience)
Promoter
(Awesome
Customer
Experience)
Passive
(Okay
Customer
Experience)
Tes&monial
(Social
Proof)
Offers
(Cues)
Simply
and
Rapidly
Run
Experiments
to
Create
the
Ideal
Customer
Experience
and
Growth
Engine
+
-­‐
Net
Promoter
Score
(NPS)
=
Promoters
(%)
–
Detractors
(%)
Community
Happiness
Score
(CHS)
=
Delighters
(%)
–
Dissa>sfiers
(%)

19.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
AWESOME
CUSTOMER
EXPERIENCE
(ACE)
GAME
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
To
Obtain
“Hires”
(Chooses)
q “Insanely
Great”
q “Awesome”
q “Badass”
q “Jackass”
(“Awful”)
Word
of
Mouth
(“Share”)
Brand
Usage
Net
Promoter
Feedback
Value
ProposiVon
Channel
(Radio/TV/Print/Video/Online/
Salesforce/Sample/Demo/
Gamifica&on/Contest/Incen&ve)
Detractor
(Awful
Customer
Experience)
Promoter
(Awesome
Customer
Experience)
Passive
(Okay
Customer
Experience)
Tes&monial
(Social
Proof)
Offers
(Cues)
Simply
and
Rapidly
Run
Experiments
to
Create
the
Ideal
Customer
Experience
and
Growth
Engine
+
-­‐
Net
Promoter
Score
(NPS)
=
Promoters
(%)
–
Detractors
(%)
Community
Happiness
Score
(CHS)
=
Delighters
(%)
–
Dissa>sfiers
(%)

20. The
Keystone
QuesVon
for
ConVnuously
Improving
Every
OrganizaVon
on
the
Planet
What
is
our
CUSTOMER
EXPERIENCE?

21.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
10
Customer
Experience
(CE)
QuesVons
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
o Physical
o Intellectual
o Emo&onal
o Spiritual
q What
is
the
CUSTOMER
goal/purpose?
q How
likely
are
you
to
recommend
product
to
another
customer?
q Why
would
you
(Not)
recommend
product
to
another
customer?
q What
further
comments
would
you
like
to
make
regarding
product?
q What
is
the
level
of
PAIN
that
is
experienced
with
product?
q Why
briefly
do
you
experience
that
level
of
pain?
q How
badly
would
you
like
to
eliminate
pain?
q What
is
the
level
of
DELIGHT
that
is
experienced
with
product?
q Why
briefly
do
you
experience
that
level
of
delight?
q What
is
the
name/
descripVon/funcVonality
(“job-­‐to-­‐get-­‐done”)
of
PRODUCT?
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
EXPERIENCE
(Value:
Delight/Pain)
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

22.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
10
Customer
Experience
(CE)
QuesVons
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
o Physical
o Intellectual
o Emo&onal
o Spiritual
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
EXPERIENCE
(Value:
Delight/Pain)
q What
is
the
level
of
PAIN
that
is
experienced
with
product?
q Why
briefly
do
you
experience
that
level
of
pain?
q How
badly
would
you
like
to
eliminate
pain?
q What
is
the
level
of
DELIGHT
that
is
experienced
with
product?
q Why
briefly
do
you
experience
that
level
of
delight?
q What
is
the
name/
descripVon/funcVonality
(“job-­‐to-­‐get-­‐done”)
of
PRODUCT?
q What
is
the
CUSTOMER
goal/purpose?
q How
likely
are
you
to
recommend
product
to
another
customer?
q Why
would
you
(Not)
recommend
product
to
another
customer?
q What
further
comments
would
you
like
to
make
regarding
product?
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

23.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
10
Customer
Experience
(CE)
QuesVons
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
o Physical
o Intellectual
o Emo&onal
o Spiritual
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
EXPERIENCE
(Value:
Delight/Pain)
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)

24.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
o Physical
o Intellectual
o Emo&onal
o Spiritual
To
Obtain
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
EXPERIENCE
(Value:
Delight/Pain)
“Hires”
(Chooses)
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
10
Customer
Experience
(CE)
QuesVons
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….

25. Always
Aim
to
Disrupt
The
Customer
Experience
Game
of
Market
Leaders
Red
Ocean
DisrupVon
(ROD)
Strategy

26. How?

27.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
Define
Build
Analyze
Improve
Learn
D
M
B
A
I
L
Measure
Object
Red
Ocean
DisrupVon
(ROD)
Strategy
for
SystemaVcally
Improving
Customer
Experience
“DB-­‐MAIL”
Cycle

28.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
Define
Build
Analyze
Improve
Learn
D
M
B
A
I
L
Build
SoluVon
Measure
Object
Define
Experience
Build
SoluVon
Measure
Experience
Analyze
Experience
Learn
What’s
Valued
Improve
SoluVon
Red
Ocean
DisrupVon
(ROD)
Strategy
for
SystemaVcally
Improving
Customer
Experience
“DB-­‐MAIL”
Cycle

29.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
Define
Build
Analyze
Improve
Learn
D
M
B
A
I
L
Build
SoluVon
Measure
Object
Build
SoluVon
Set
goals/strategies
Develop
specs/propn.
Envision;
Brainstorm
Analogize;
Experiment
Prototype
tool;
Pilot
Measure
Experience
Measure
delight
&
pain
Collect
data/info
Quan>fy
rela>onships
Confirm
channels
Verify/Validate
Analyze
Experience
Analyze
data/info
Categorize
inputs
Model
processes
Structure/Classify
outputs
Display
cri>cal
thinking
Learn
What’s
Valued
What
to
learn/share
Evaluate
(-­‐/+);
Monitor
Reflect:
Lesson
Learned
Tell
stories;
“Pitch”
Summarize
Improve
SoluVon
Resolve
trade-­‐offs
Do
mul>level
thinking
Transform;
Disrupt
Role-­‐play;
Simplify
Implement
tac>cs
Red
Ocean
DisrupVon
(ROD)
Strategy
for
SystemaVcally
Improving
Customer
Experience
“DB-­‐MAIL”
Cycle
Define
Experience
Define/sketch
customer
Make
field
visits;
Network
Document
anomalies,
pains
&
trade-­‐offs
Ques>on
Red
Ocean
Explore
in
space/>me

30. Case
Study
#1
on
Red
Ocean
Disrup>on
(ROD)
Strategy

31.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
Define
Build
Analyze
Improve
Learn
D
M
B
A
I
L
Build
SoluVon
Measure
“Listen
to
Music”
Define
Experience
Build
SoluVon
Measure
Experience
Analyze
Experience
Learn
What’s
Valued
Improve
SoluVon
Red
Ocean
DisrupVon
(ROD)
Strategy
for
SystemaVcally
Improving
Customer
Experience
Customer
Job
To
Get
Done:
“Listen
to
Music”

32. RED
OCEAN
Problem
(“Pain”)
JOB
TO
GET
DONE
(JTGD):
Listen
to
Music

33.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
RED
OCEAN
CUSTOMER
EXPERIENCE
(ROCE)
GAME
for
Job
of
“Listen
to
Music”
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
To
Obtain
“Hires”
(Chooses)
“Eagle”
Perspec&ve
of
Customer
Experience
Cycle:
Closing
the
Loop
with
Promoters,
Passives,
Detractors
Customer
(Low-­‐end
Customer/
Red
Ocean:
Likes/Dislikes)
Play
Music
(at
Vme/place)
Listen
to
Music
(at
>me/place)
q “Insanely
Great”
q “Awesome”
q “Badass”
q “Jackass”
(“Awful”)
Word
of
Mouth
(“Share”)
Brand
Usage
Tes&monial
(Social
Proof)
Net
Promoter
Feedback
Value
ProposiVon
Channel
(Radio/TV/Print/Video/Online/
Salesforce/Sample/Demo/
Gamifica&on/Contest/Incen&ve)
Detractor
(Awful
Customer
Experience)
Promoter
(Awesome
Customer
Experience)
Passive
(Okay
Customer
Experience)
Offers
(Cues)
+
-­‐
Net
Promoter
Score
(NPS)
=
Promoters
(%)
–
Detractors
(%)
Community
Happiness
Score
(CHS)
=
Delighters
(%)
–
Dissa>sfiers
(%)

34.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
o Physical
o Intellectual
o Emo&onal
o Spiritual
To
Obtain
“Hires”
(Chooses)
EXPERIENCE
(Value:
Delight/Pain)
q What
is
the
level
of
PAIN
that
is
experienced
with
product?
q Why
briefly
do
you
experience
that
level
of
pain?
q How
badly
would
you
like
to
eliminate
pain?
q What
is
the
level
of
DELIGHT
that
is
experienced
with
product?
q Why
briefly
do
you
experience
that
level
of
delight?
q What
is
the
name/
descripVon/funcVonality
(“job-­‐to-­‐get-­‐done”)
of
PRODUCT?
q What
is
the
CUSTOMER
goal/purpose?
q How
likely
are
you
to
recommend
product
to
another
customer?
q Why
would
you
(Not)
recommend
product
to
another
customer?
q What
further
comments
would
you
like
to
make
regarding
product?
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
Customer
(Low-­‐end
Customer/
Red
Ocean:
Likes/Dislikes)
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
CompeVtor
for
“Job”
of
Listen
to
Music
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Play
Music
(at
Vme/place)
Listen
to
Music
(at
>me/place)
q “Insanely
Great”
q “Awesome”
q “Badass”
q “Jackass”
(“Awful”)

35.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
o Physical
o Intellectual
o Emo&onal
o Spiritual
To
Obtain
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
EXPERIENCE
(Value:
Delight/Pain)
“Hires”
(Chooses)
Low-­‐end
Customer
(Red
Ocean)
DELIGHT
(+)
q Device
can
be
carried
virtually
anywhere
q Rela>vely
cheap
PAIN
(-­‐)
q Limited
song
storage
q Short
bamery
life
q Ugly/Bulky
q Play
music
(at
&me/place)
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
………………………………………………….…………………………………………………….
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
CompeVtor
for
“Job”
of
Listen
to
Music
Portable
Music
Player
Sony
Walkman,
etc.
Low
Cost
(Red
Ocean)
Business
Model:
Low
Profit
Margin
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Job
To
Get
Done:
Listen
to
Music
(at
>me/place)

36.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN:
CompeVtor
for
“Job”
of
Listen
to
Music
MISSION/VISION/PURPOSE/LEAP
OF
FAITH:
…………………………………………….…………………………………………………….
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
o Physical
o Intellectual
o Emo&onal
o Spiritual
What
is
our
compeVtor’s
mission?
What
are
our
compeVtor’s
approach,
plan,
strategy,
tacVcs,
and/or
budget
for
conVnuous
innovaVon?
EXPERIENCE
(Value:
Delight/Pain)
Who
is
our
compeVtor’s
primary
customer?
Customer
(Low-­‐end
Customer/
Red
Ocean:
Likes/Dislikes)
Play
Music
(at
Vme/place)
What
is
our
compeVtor’s
business
model
(performance)?
Listen
to
Music
(at
>me/place)
q “Insanely
Great”
q “Awesome”
q “Badass”
q “Jackass”
(“Awful”)
What
is
our
compeVtor’s
customer
experience?

37. BLUE
OCEAN
Solu>on
(“Pain
Killer”)
JOB
TO
GET
DONE
(JTGD):
Listen
to
Music

38.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
BLUE
OCEAN
CUSTOMER
EXPERIENCE
(BOCE)
GAME
for
Job
of
“Listen
to
Music”
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
o Physical
o Intellectual
o Emo&onal
o Spiritual
EXPERIENCE
(Value:
Delight/Pain)
To
Obtain
“Hires”
(Chooses)
Customer
(High-­‐end
Customer/
Luxury
Spot:
Likes/Dislikes)
Play
Music
(at
Vme/place)
“A
Thousand
Songs
In
Your
Pocket”
Listen
to
Music
(at
>me/place)
ü “Insanely
Great”
ü “Awesome”
ü “Badass”
q “Jackass”
(“Awful”)
Word
of
Mouth
(“Share”)
Brand
Usage
Net
Promoter
Feedback
Value
ProposiVon
Channel
(Radio/TV/Print/Video/Online/
Salesforce/Sample/Demo/
Gamifica&on/Contest/Incen&ve)
“Eagle”
Perspec&ve
of
Customer
Experience
Cycle:
Closing
the
Loop
with
Promoters,
Passives,
Detractors
Detractor
(Awful
Customer
Experience)
Promoter
(Awesome
Customer
Experience)
Passive
(Okay
Customer
Experience)
Tes&monial
(Social
Proof)
Offers
(Cues)
+
-­‐
Net
Promoter
Score
(NPS)
=
Promoters
(%)
–
Detractors
(%)
Community
Happiness
Score
(CHS)
=
Delighters
(%)
–
Dissa>sfiers
(%)

39.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN
for
Apple’s
iPod
o Physical
o Intellectual
o Emo&onal
o Spiritual
To
Obtain
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
EXPERIENCE
(Value:
Delight/Pain)
“Hires”
(Chooses)
MISSION/VISION/PURPOSE:
“Put
a
Dent
in
the
Universe”/Create
Insanely
Great
Customer
Experience/“Think
Different”
DELIGHT
(+)
q “A
Thousand
Songs
in
Your
Pocket”
q Ultraportable
q Simple
to
use
q Cool/Beau>ful
PAIN
(-­‐)
q Expensive
q Limited
Availability
DifferenVaVon
(Luxury
Spot)
Business
Model:
High
Profit
Margin
q Listen
to
music
(at
&me/place)
q Organize,
manage,
and
present
songs
Portable
Music
Player
iPod
Customer
(Likes/Dislikes;
Job
To
Get
Done
at
>me/place)
Job
To
Get
Done:
Listen
to
Music
(at
>me/place)
High-­‐end
Customer
(Luxury
Spot)

40.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
o Physical
o Intellectual
o Emo&onal
o Spiritual
To
Obtain
Customer
(High-­‐end
Customer/
Luxury
Spot:
Likes/Dislikes;)
“Hires”
(Chooses)
EXPERIENCE
(Value:
Delight/Pain)
q What
is
the
level
of
PAIN
that
is
experienced
with
product?
q Why
briefly
do
you
experience
that
level
of
pain?
q How
badly
would
you
like
to
eliminate
pain?
q What
is
the
level
of
DELIGHT
that
is
experienced
with
product?
q Why
briefly
do
you
experience
that
level
of
delight?
q What
is
the
name/
descripVon/funcVonality
(“job-­‐to-­‐get-­‐done”)
of
PRODUCT?
q What
is
the
CUSTOMER
goal/purpose?
q How
likely
are
you
to
recommend
product
to
another
customer?
q Why
would
you
(Not)
recommend
product
to
another
customer?
q What
further
comments
would
you
like
to
make
regarding
product?
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN
for
Apple’s
iPod
MISSION/VISION/PURPOSE:
“Put
a
Dent
in
the
Universe”/Create
Insanely
Great
Customer
Experience/“Think
Different”
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Play
Music
(at
Vme/place)
Listen
to
Music
(at
>me/place)
ü “Insanely
Great”
ü “Awesome”
ü “Badass”
q “Jackass”
(“Awful”)

41.
#4ROD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
hLp://businessmodels.ning.com
&
hLp://twiLer.com/RodKuhnKing
To
Obtain
“Hires”
(Chooses)
Business
Model
(Product/Service/Tool:
Func&onality;
“Job”/
Vitamins;
Pain
Killers)
Create
Value:
Enterprise
Engine
Deliver
Value:
Growth
Engine
Capture/Share
Value:
Value
Engine
B
u
s
i
n
e
s
s
M
o
d
e
l
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Profit
(Margin/Value)
o Physical
o Intellectual
o Emo&onal
o Spiritual
What
are
our
approach,
plan,
strategy,
tacVcs,
and/or
budget
for
conVnuous
innovaVon?
EXPERIENCE
(Value:
Delight/Pain)
What
is
our
business
model
(performance)?
What
is
our
customer
experience?
Who
is
our
primary
customer?
CUSTOMER
EXPERIENCE
(CE)
GAMEPLAN
for
Apple’s
iPod
MISSION/VISION/PURPOSE:
“Put
a
Dent
in
the
Universe”/Create
Insanely
Great
Customer
Experience/“Think
Different”
Customer
(High-­‐end
Customer/
Luxury
Spot:
Likes/Dislikes)
Play
Music
(at
Vme/place)
Listen
to
Music
(at
>me/place)
ü “Insanely
Great”
ü “Awesome”
ü “Badass”
q “Jackass”
(“Awful”)

42. Every
Successful
Business
Starts
and
Ends
With
Customer
Intelligence
(Wisdom
of
Customers)

43. Acknowledgement
The
following
topics,
which
describe
elements
of
a
business
model
on
slides
6-­‐12
as
well
as
36
&
41,
are
obtained
from
the
book,
“Business
Model
Genera>on”
by
Alexander
Osterwalder
and
Yves
Pigneur.
q Key
Partners
(KP)
q Key
Resources
(KR)
q Key
Ac>vi>es
(KA)
q Value
Proposi>on
(VP)
q Channels
(CH)/Customer
Rela>onships
(CR)
q Customer
Segments
(CS)
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
The
above
topics
are
also
visually
presented
on
the
Business
Model
Canvas
which
can
be
obtained
here:
hmp://www.businessmodelgenera>on.com/downloads/business_model_canvas_poster.pdf