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THE CUSTOMER EXPERIENCE (CE) GAMEPLAN: A Universal Design Model For Answering the 5 Most Important Marketing Questions
 

THE CUSTOMER EXPERIENCE (CE) GAMEPLAN: A Universal Design Model For Answering the 5 Most Important Marketing Questions

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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 ...

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

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  • @hudali15: Ali, Thanks for your encouraging feedback. To facilitate use of the Customer Experience (CE) Gameplan, I have added 'The 5 Most Important Questions (MIQ) of Organizations.' The 5 MIQs in the presentation are an adaptation of Peter Drucker's 'The Five Most Important Questions' in his book of the same name. I have extended Drucker's classic questions to include the topics of 'business model (performance)' and 'continuous innovation.' For the Customer Experience Gameplan, the 5 Most Important Questions are as follows: 1) What is our MISSION? 2) What is our CUSTOMER EXPERIENCE? 3) What is our BUSINESS MODEL (PERFORMANCE) 4) Who is our CUSTOMER? 5) What is our APPROACH, PLAN, OR STRATEGY for continuous innovation? The Customer Experience Gameplan and in particular, the Universal Design Model, can be used to systematically answer the 5 Most Important Questions as well as check logical (causal) relationships between the answers. In the end, the responses should follow the logic of the Universal Design Model. Finally, I'd like to add that the Customer Experience Plan (Universal Design Model) emphasizes the need for a dynamic and an adaptive approach to planning since customers as well as their experiences directly influence the performance of a business model. Consequently, organizations desperately need Customer Experience Management, Business Model Innovation, and Continuous Product Innovation if they are to survive and prosper in today's turbulent environment. Hopefully, the Customer Experience Gameplan would serve as a one-page document and compass that guide startups as well as established organizations particularly as they navigate the Red Ocean.
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  • Rod, If you have one hour talk may be you need one day of preparation. If you have fifteen minutes then you need close to three days to prepare it. To summarize wealth of information in one page is a great achievement- in fact a bewildering one
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    THE CUSTOMER EXPERIENCE (CE) GAMEPLAN: A Universal Design Model For Answering the 5 Most Important Marketing Questions THE CUSTOMER EXPERIENCE (CE) GAMEPLAN: A Universal Design Model For Answering the 5 Most Important Marketing Questions Presentation Transcript

    • 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?    
    • 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?    
    •   #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?  
    •   #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)  
    •   #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)  
    •   #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)  
    •   #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)  
    •   #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)  
    •   #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)  
    •   #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)  
    •   #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)  
    •   #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)  
    •   #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  
    • “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  (%)      
    •   #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  (%)      
    •   #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  (%)      
    •   #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  (%)      
    •   #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  (%)      
    •   #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  (%)      
    • The  Keystone  QuesVon   for   ConVnuously  Improving  Every  OrganizaVon  on  the  Planet   What  is  our   CUSTOMER  EXPERIENCE?  
    •   #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)  
    •   #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)  
    •   #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)  
    •   #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:      ………………………………………………….…………………………………………………….    
    • Always  Aim  to  Disrupt   The  Customer  Experience  Game   of   Market  Leaders   Red  Ocean  DisrupVon  (ROD)  Strategy  
    • How?  
    •   #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  
    •   #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  
    •   #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  
    • Case  Study  #1   on   Red  Ocean  Disrup>on  (ROD)  Strategy  
    •   #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”  
    • RED  OCEAN  Problem  (“Pain”)   JOB  TO  GET  DONE  (JTGD):   Listen  to  Music  
    •   #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  (%)      
    •   #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”)  
    •   #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)  
    •   #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?  
    • BLUE  OCEAN  Solu>on  (“Pain  Killer”)   JOB  TO  GET  DONE  (JTGD):   Listen  to  Music  
    •   #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  (%)      
    •   #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)  
    •   #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”)  
    •   #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”)  
    • Every  Successful  Business   Starts  and  Ends   With   Customer  Intelligence   (Wisdom  of  Customers)  
    • 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