#TFT14 Jon Hall, The End of ITs Monopoly on Trust


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Uber's attack on the taxi market has usurped centuries-old official regulators. TripAdvisor's user base is the world's most powerful hotel critic. Yelp's restaurant reviews have boosted independent business over familiar big brands.

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#TFT14 Jon Hall, The End of ITs Monopoly on Trust

  1. 1. Jon Hall The End of IT’s Monopoly on Trust
  2. 2. THE END OF I.T.’S MONOPOLY ON TRUST Vital lessons from the consumer space Jon Hall Tomorrow’s Future Today: Winter 2014 #TFT14
  3. 3. Jon Hall 17th year in ITSM Product Manager focused on forward evolution of ITSM UK/Australian Reading, UK With BMC Software since 2008 First TFT appearance! Twitter: “@jonhall_”
  4. 4. Uber: Attacking a centuries-old trust system
  5. 5. The Star, Toronto, Canada, December 5th 2012 EndGadget, May 2nd 2013 The Atlantic Cities, February 6th 2014
  6. 6. The incumbent: “Set and enforce standards and conditions of service” New York City Taxi and Limousine Commission “…regulation of the conduct, behavior, deportment and dress for drivers…” Taxi Regulation Act (2013), Republic of Ireland A 350 year old set of acceptable minima. Ordinance for the Regulation of Hackney-Coachmen in London (1654)
  7. 7. Uber: Feedback as an incentive for excellence. uber.com
  8. 8. Opacity Fragmented experience Allocated deliverer Accountable to regulator Transparency Integrated experience Customer-selected deliverer Accountable through reputation Taxi phone image credit: http://www.flickr.com/photos/ursonate
  9. 9. TripAdvisor: Usurping the travel guidebook
  10. 10. “With annual sales of more than six million guidebooks - about a quarter of all the English-language guidebooks sold - it is the world’s largest publisher of travel guides” New Yorker Magazine, April 2005 Lonely planet rack image credit: http://www.flickr.com/photos/spcummings
  11. 11. 19th March 2013 BBC buys Lonely Planet £130m 2007 61% loss BBC sells: £51m 2013
  12. 12. Nielsen Bookscan for the Travel Guide Market
  13. 13. “Total traffic in the fourth quarter grew 50% year-over-year. TripAdvisor websites attracted more than 2 billion unique visitors during 2013” Tripadvisor Q4 Report, 11th February 2014 Source: “The New Social Travel Lifestyle “ - TripAdvisor
  14. 14. Point-in-time information Limited coverage Expert opinion Passive delivery Real-time information Comprehensive coverage Crowd-sourced opinions Contextual delivery Lonely Planet image credit: http://www.flickr.com/photos/spcummings/
  15. 15. Yelp.com: Attacking the trust monopoly of branded chains
  16. 16. A one-star increase in Yelp rating leads to a 5%-9% increase in revenue for independent restaurants. The same effect is not felt by branded chains. “Historically, chain affiliation is valuable because it reduces uncertainty about restaurant quality. Consumer reviews are coming to serve a similar purpose” Reviews, Reputation, and Revenue. Harvard Business School 2011. Restaurant sign image: http://www.flickr.com/photos/neutronboy/
  17. 17. Unstoppable trend? The story of CourseTable
  18. 18. “There was no centralized database at Yale that allowed students to perform course comparisons at-a-glance. Two students programmed an interface that would compile everything in one place” Washington Post, January 16th 2014 “I’d like to know which of my social contacts plan to attend each course” “I want to know how highly people have rated each class” “I’m interested in seeing my best friends’ course selections”
  19. 19. “…malicious activity…”
  20. 20. Jan 22nd 2014 “Technology has moved faster than the faculty could foresee... Questions of who owns data are evolving before our very eyes” Mary Miller, Dean of Students, Yale. January 2014
  21. 21. “We have the best IT and computer people at Stanford, ready to help.” - “College Sophomore”, Jan 2014
  22. 22. It’s already happening to IT.
  23. 23. “The IT department will make you cry...” USA University. 33,000 students.
  24. 24. “Lacking IT structure...” (Aeropspace manufacturer, 1000-5000 employees) “Too much time is wasted on the phone to IT...” (Investment bank, 1000-5000 employees) “Terrible IT support and resources” (Financial, 5000+ employees)
  25. 25. “The vast majority (of business users), about 85%, brought Evernote into the workplace themselves” Evernote CEO Phil Libin, launching Evernote Business In APJ, 83% of employees bring their own devices to work (41% citing contactability by clients) VMWare “New Way Of Life” Survey, Asia Pacific and Japan, 2013 IT causes 84% of business users to experience a “severe or moderate impact” on their ability to be productive on a monthly basis Forrester: Exploring Business And IT Friction (April 2013) Cellphone image credit: http://www.flickr.com/photos/sergesegal/ Broken cable image credit: http://www.flickr.com/photos/jeffanddayna/
  26. 26. Key lesson: Embrace feedback!
  27. 27. “When I first started driving for Uber, my rating was lower than it is now. Uber sent emails suggesting what I can do to improve, and they stuck with me. Now my overall rating is 4.85. I strive to keep my rating high and provide the best service” Uber driver on yelp.com
  28. 28. “A lot of people were saying our off-brand Cheerios tasted like cardboard, so we changed to Fruit Loops. We got a great response to that.” TJ Jones, Anaheim Hotel owner (From 80th ranked hotel in city to 23rd, after acting on feedback)
  29. 29. Moving forward: Learn from the consumer world
  30. 30. Feedback enabled services Contextual support Personal enablement
  31. 31. THE OLD I.T. Quarterly satisfaction survey Point ITSM tools Single source of services THE NEW I.T. Constant, open feedback Integrated customer/provider platforms Broker of services Standard offerings Contextual and personal offerings End-to-end control Guidance and governance Monopoly on trust Earned trust
  32. 32. Thank you! http://evolvingitsm.com Twitter: @JonHall_ Google: +JonHallUK
  33. 33. With thanks to our slides sponsor, CA Technologies Try Nimsoft for free at ca.com/NSD-trial