Recanati Executive MBA - Leveraging organizations in a service and Experience economy

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Recanati Executive MBA - Leveraging organizations in a service and Experience economy

  1. 1. Copyrights© 2014 C-urVision Ltd. all rights reserved www.C-urVision.comProprietary and Confidential Page 1 Zvika Weinshtock zvikaw@c-urvision.com 054-734-8234 May 2014
  2. 2. Copyrights© 2014 C-urVision Ltd. all rights reserved ‫סי‬ ‫על‬-‫יורויז‬'‫ן‬ Page 2 ‫סי‬-‫יורויז‬'‫ן‬‫לארגונים‬ ‫עוזרת‬‫לשנות‬‫חדשנות‬ ‫לייצר‬ ‫להם‬ ‫לעזור‬ ‫כך‬ ‫ובתוך‬ ‫קיימים‬ ‫עסקיים‬ ‫מודלים‬ ‫עסקי‬ ‫ובידול‬ ‫עסקית‬‫ו‬‫ב‬‫לארגון‬ ‫חדש‬ ‫כלכלי‬ ‫ערך‬ ‫לייצר‬ ‫כך‬,‫לקוח‬ ‫חווית‬ ‫על‬ ‫בהתבסס‬. ‫כוללים‬ ‫ללקוחותינו‬ ‫מספקים‬ ‫אנו‬ ‫אותם‬ ‫השירותים‬: ‫מבוסס‬ ‫לחברות‬ ‫חדשים‬ ‫עסקיים‬ ‫מודלים‬ ‫פיתוח‬Lean Canvas ‫ושירותים‬ ‫מוצר‬ ‫אסטרטגיות‬ ‫הגדרת‬ ‫לקוח‬ ‫וחווית‬ ‫שירות‬ ‫יכולות‬ ‫פיתוח‬‫מבוסס‬Service Design‫ו‬Service Innovation Basic Product attached Advanced Professional services Service Innovation & Design
  3. 3. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 3 THE RULES OF THE GAME HAVE BEEN CHANGED – WHAT ARE THE NEW ONES? HOW TO PLAY THE NEW GAME? NEW TOOLS AND WAY OF THINKING WHAT IS IT FOR YOU ?
  4. 4. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 4Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  5. 5. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 5 …a Date in a restaurant
  6. 6. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 6Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  7. 7. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 7Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  8. 8. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 8Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  9. 9. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 9Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  10. 10. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 10
  11. 11. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 11Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  12. 12. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 12Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  13. 13. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 13Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  14. 14. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 14Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  15. 15. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 15 Founded – 2009 Until 2012 total funding 49.5M$ Locations – 56 cities all over the world Aug 2013 – raise 361M$ at valuation of 3.76Billion$ post money Founded – 2010 Until 2012 total funding 40M$ Locations – 20 cities all over the world Aug 2013 – raise 12M$ at valuation of 300Million$ Source: http://www.slideshare.net/ptquattlebaum/service-design-making-blend-conf
  16. 16. Copyrights© 2014 C-urVision Ltd. all rights reserved Innovation is the application of better solutions that meet new requirements, in-articulated needs, or existing market needs ! Page 16 Service provide assistance, perform work for another person; repair, fix, make fit for use
  17. 17. Copyrights© 2014 C-urVision Ltd. all rights reserved Changing the rules of the game, Part #1 Page 17 Commoditization Commoditization Commoditization Customization Customization Customization Pine & Gilmore – 1999 Service & Experience Economy Commodity trap
  18. 18. Copyrights© 2014 C-urVision Ltd. all rights reserved To Improve and Innovate services that create Business advantage and Economic Value through better Customer Experience What is an Innovative Service ? Source: http://www.riveriaglobal.com/Backoffice/logo/warehouse.jpg
  19. 19. Copyrights© 2014 C-urVision Ltd. all rights reserved Source: http://www.riveriaglobal.com/Backoffice/logo/warehouse.jpg Service Performed at delivery No intrinsic value Can't be stored Emotional value created only in use Nothing Tangible, The experience represents the value Value by Co-Production Interaction between people Touchpoints over Time Source: Albrecht and Zemke, 1985 How Service Differ from Products
  20. 20. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 20 Source:http://www.slideshare.net/st_moritz/service-design-introduction-designship-stefan-moritz
  21. 21. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 21 Service innovation enables new business models
  22. 22. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 22  Product  Service  Avoiding the Commodity trap  Create value to customer  Changed market rules of game (and Business model)  Cisco acquires Meraki for $1.2 billion – Nov 2012, WHY?
  23. 23. Copyrights© 2014 C-urVision Ltd. all rights reserved Changing the business model Page 23 Save $37,468 However – if you stop buying the licenses – the equipment stop to work!
  24. 24. Copyrights© 2014 C-urVision Ltd. all rights reserved Licensing model  Indoor access point price; MR24 = 1019$ (11,900$  11 units)  Outdoor access point price; MR66 = 1140$ (12,990$ 11 units)  MR enterprise license Page 24 Number of units 1 Year 3 Year 5 Year >5 Years (termination value wacc=10%) 1 142$ 285$ 427$ 22 3,124$ 6,270$ 9,394$ 31,240$ Meraki Actual licensing agreement ~40,000$
  25. 25. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 25 • 20M$ per Engine • After market (Spares & Repairs) • Heavy competition • “Power by the Hour” • FIX vs Var. Costs • Aligned incentives with the customer • 50% out of revenue @ GM~50%
  26. 26. Copyrights© 2014 C-urVision Ltd. all rights reserved Changing the rules of the game, Part #2 Page 26 The Old Consumer Decision Journey
  27. 27. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 27 The New Consumer Decision Journey Source:McKinsey 2009 WOM vs ADS  70% Changing the rules of the game, Part #2
  28. 28. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 28
  29. 29. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 29 Jay ZX Sensei Wu Luka Apps http://www.parature.com/build-customer-service-hero-story/
  30. 30. Copyrights© 2014 C-urVision Ltd. all rights reserved Virtual Supermarket
  31. 31. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 31 9 in 10 Customers Will Switch to the Competition If You Don't Treat Them WellSource : Click Software Dec 2013 Customers remember the service a lot longer than they remember the priceSource : Lauren Freedman 80% of Companies say they deliver “Superior” customer service Only 8% of customers acknowledge thisSource : Brad Tuttle - 2011
  32. 32. Copyrights© 2014 C-urVision Ltd. all rights reserved How Emotions Drive Value  More than 50% of the customer experience is driven by emotions  Brands witnessed 100% growth in revenue  Doubled customer base reduced customer churn  A 20% increase in the effectiveness of their marketing campaigns  A 13% drop in employee attrition. Page 32 The DNA of Customer Experience: How Emotions Drive Value, author Colin Shaw
  33. 33. Copyrights© 2014 C-urVision Ltd. all rights reserved The 5 fundamentals of Service Innovation Page 33
  34. 34. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 34 ©Shir weinshtock 2013 Source: Eric Reiss
  35. 35. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 35 Be aware from Economic Efficiency vs. Service effectiveness Minimal gap between Expectation and Experience means Greater customer Satisfaction
  36. 36. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 36 People Co-Creationhttp://media.tumblr.com/1ce28eacf94557fca9a1ac85c7ec12be/tumblr_inline_mr5wodEeRM1qz4rgp.png
  37. 37. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 37 USA World Average ISRAEL 13% 63% 24% Gallup employee engagement survey Bain & Company found: 1. Engagement erode as going down the org. hierarchy 2. Engagement erode as seniority increase 3. The lowest engagement is with Service and Sales people 5% 73% 22% 29% 53% 18%
  38. 38. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 38 Customer Journey The difference between Service Design and product or UX design: • #of stakeholders is usually larger • # and range of touchpoints broader • and all of these interact over time ©Zvika weinshtock
  39. 39. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 39 Multi Touchpoints In compare to individual touchpoints • Increase customer satisfaction by 20% • Lift revenue by up to 15 % • Lowering the cost of serving customers by 20% • 35% more predictive of customer satisfaction • 32% more predictive of customer churn Source: Mckinsey – the 3 C’s of Customer Satisfaction 2014
  40. 40. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 40 Satisfaction vs Loyalty
  41. 41. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 41 Holistic People Value Process Business ©Zvika weinshtock
  42. 42. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 42 What is it for YOU? Source:http://www.jeffbullas.com/wp-content/uploads/2014/01/5-Top-Tips-for-Content-Marketing-Success.jpg
  43. 43. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 43 Customers Shifts: Things  Experience Owning  Using Inside out  Outside In Source: http://www.slideshare.net/kazumichisakata/meta-servicedesign-andia201310
  44. 44. Copyrights© 2014 C-urVision Ltd. all rights reserved Service Design is About Page 44 Persona Customer Journey Touchpoints Interaction Behavior Needs Motivations Outside-In
  45. 45. Copyrights© 2014 C-urVision Ltd. all rights reserved The basic tools  Customer Insights vs Marketing Research  Mental model / gap analysis  Customer journey map  Touch-points matrix  Service blueprint  Storyboards Page 45
  46. 46. Copyrights© 2014 C-urVision Ltd. all rights reserved Discover - Insights Page 46 Source: Rosenfeld Service Design 2013  Qualitative  Feeling , motivation, behaviors , Usage  How To  Interview, Observe, Diaries  Questioners and guidelines:  Service Design – Rosenfeld (ch.#5)  Running Lean – Maurya (ch.#7 Problem Interview)  Bootcamp bootleg - Dschool stanford
  47. 47. Copyrights© 2014 C-urVision Ltd. all rights reserved Service Innovation Frame work (inside-out) Page 47
  48. 48. Copyrights© 2014 C-urVision Ltd. all rights reserved Learn the new rules of the game, Today! Learn to play the new game with A new tools Tips Make Marketing your best friend Don’t attempt to do everything Do a few things really well Accept the need for incremental improvements Economize your time and talent Page 48
  49. 49. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 49 More Tips Buy in your management  Show them the Money  Give them fast and easy wins Expand your team skills Co-Create with heterogeneous teams Listen carefully to your team and your customer Be aware from Hubris – learn from the best
  50. 50. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 50
  51. 51. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 51
  52. 52. Copyrights© 2014 C-urVision Ltd. all rights reserved Page 52 “Service innovation is the best opportunity to change the world we have - in terms how business is operate” Dean Crutchfield - Speaker of NEXT 2013
  53. 53. Copyrights© 2014 C-urVision Ltd. all rights reserved www.C-urVision.comProprietary and Confidential Zvika Weinshtock 054-734-8234 www.C-urVision.com zvikaw@C-urVision.com

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