Brandon Schauer's future perfect for service experiences

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Insight into customer behaviors—plus a solid grounding in business analysis and a mastery of design methods— to help organizations define and design more meaningful experiences for their customers.

Published in: Business

Brandon Schauer's future perfect for service experiences

  1. 1. Hi.
  2. 2. The purpose of a business isn’t to make a profit.
  3. 3. The purpose of a business is to have and serve a customer.
  4. 4. The purpose of a business is to have and serve a customer. Profit is an intentional byproduct.
  5. 5. 21st Century Problems20th Century Problems Serve The evolution of problems TODAY Advertise SellManufacture (Re)engagement Loyalty Deepening & Widening Advocacy Efficiency & Efficacy
  6. 6. The purpose of a business isn’t to make a thing. TODAY Advertise SellManufacture Serve
  7. 7. The purpose of a business isn’t to make a profit. TODAY Advertise SellManufacture Serve
  8. 8. The purpose of a business is to have and serve a customer. Advertise SellManufacture Serve
  9. 9. Services have big economics. +$195.3 BLN 2012 U.S. Trade Surplus for Services -$735.3 BLN 2012 U.S. Trade Deficit for Goods — data from U.S. Bureau of Economic Analysis
  10. 10. Advertise SellManufacture Serve The emergence of problems
  11. 11. Advertise SellManufacture Serve The emergence of problems Disappoint
  12. 12. The Service Anticipation Gap (SAG) The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.
  13. 13. The emergence of problems The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.
  14. 14. The emergence of solutions
  15. 15. To serve is experiential.
  16. 16. To serve is human.
  17. 17. To serve is human.
  18. 18. by Fra.Biancoshock To serve is human.
  19. 19. by Hikaru Imamura To serve is human.
  20. 20. Human Advertise SellManufacture Serving is being human. SERVE PEOPLE JOURNEYSTHROUGH TO TRANSFORM YOU & THEM Machines TODAY
  21. 21. Future Perfect “We will have...”
  22. 22. We will have mastered organizing for human experiences. FUTURE PERFECT
  23. 23. ORGANIZING P&G solved this for brands. Neil McElroy
  24. 24. ORGANIZING P&G solved this for brands. How soap is MADE was just as important as how it was MARKETED and how it was bought.
  25. 25. ORGANIZING How things are MADE is just as important as how they’re EXPERIENCED. P&G solved this for brands. A manager for each experience A manager for each journey
  26. 26. We will have mastered changing for human experiences. FUTURE PERFECT
  27. 27. You can’t change the experience without changing the organization. CHANGING
  28. 28. BACK OF HOUSEFRONT OF HOUSE
  29. 29. BACK OF HOUSEFRONT OF HOUSE Change a button Change assumptions Disrupt the market Create a new organization Add/remove a touchpoint Change structure
  30. 30. We will have mastered impact for human experiences. FUTURE PERFECT
  31. 31. IMPACT My first question as a CEO: Did you do the math?
  32. 32. HEALTHCARE’S LAST MILE ADHERENCE SAFETY EFFICACY EFFICIENCY
  33. 33. We will have mastered stories for human experiences. FUTURE PERFECT
  34. 34. STORIES Stories about how things are.
  35. 35. STORIES Stories about how things should be. Stories give meaning. Meaningfulness is why people perform. I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.
  36. 36. I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.
  37. 37. STORIES Stories about how things should be. Stories inspire people. New words change culture. Narratives are sticky. Narratives are experiential. — See Made to Stick, Chip & Dane Heath
  38. 38. STORIES So here’s my story for you…
  39. 39. While it's possible to have more data and information on people than ever before, it's also easier and easier to treat them like a number and never really connect in a human way. PEOPLE AREN’T DATA
  40. 40. With the right stories, changes, organization, and focus on impact we can create great human experiences that serve people and transform them and us. MAKE BUSINESSES HUMAN
  41. 41. Systems that serve people.
  42. 42. by Hikaru Imamura Experiences that matter.
  43. 43. Will your story, change, and organization have the empathy and humanness in it to serve people through journeys to transform you and them? We need it. So I hope you do.
  44. 44. Classroom photo, slides 1 & 2, from sandcastlematt’s flickr photostream. The image is of Harvard, where I did NOT go to school. http://www.flickr.com/photos/sandcastlematt/2455896870/ Thoughts on stories from Chip & Dan Heath’s Made to Stick, including the example of the JFK moon speech. Numerous verbal references throughout to Peter Drucker, who said, “There is only one valid definition of business purpose: to create a customer,” and “[the businesse’s] purpose must lie outside of the business itself. Business enterprise is an organ of society.” CREDITS

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