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Outside In:The Power of Putting Customers at  the Centre of Your Enterprise         Steve Towers
Outside In: The Power of PuttingCustomers at the Centre of YourEnterprise•  The Outside In approach – The customer is the ...
OUTSIDE INThe Power of Putting the Customerat the centre of your Enterprise                     Steve.towers@bpgroup.orgSt...
Led by Steve Towers                                    www.stevetowers.com                                    www.bpgroup....
www.bpcommunity.org COMMUNITY                     •  Global – 70,000                 Established                     •  Li...
The Global challenge facing thePublic Sector (1)Need to eliminate work that does not directly contribute to the deliveryof...
The Global challenge facing thePublic Sector (2)Scale back and eliminate non value added services across internal,secondar...
HOWEVER BEFORE WE BEGIN…WE HAVE TOO MANY PLATITUDES ABOUT CUSTOMERS          MOTHERHOOD AND APPLE PIE!
SHOW ME THE MONEY!LESS OF THE SOFT AND FLUFFY STUFF – more of thi$
OUTSIDE IN IS HARD ANDTANGIBLE– IT IS ALL ABOUT               IMPROVING               RETURNS    REDUCING               IM...
Outside-In TheSecret – what is it?             It’s only                       ma            you do n gic if              ...
Who is winning with outside in?(and doing work in a very differentway)                                   zes              ...
UNDERSTAND WHO THECUSTOMER IS AND WHATTHEY REALLY NEED
“If youre not serving    “We need to get        “The   the customer, youd        scientific aboutcustomer is         bette...
A customer is the     most important       visitor on our           premises. He is not dependent                on us.We ...
1 DO YOU SEGMENT CUSTOMERS AND MARKET FROM THE INSIDE-OUT? OROUTSIDE IN EVALUATION DO YOU CATEGORISE CUSTOMERS IN TERMS OF...
Customer NeedsAssessment (CNA)                         Who is the                         Customer                        ...
MEET    MEET  THE   THENEED!   WANT
It is easy to say but why do some find itSo difficult…..We have an inherited an industrial legacyIn thought and actionWhat...
The Pyramid
www.flickr.com/photos/mwichary/2356663850/
Our organisations all look the same...                                  CEO                                  Customer     ...
Processes wend and meander their wayaround these rigid structures...                                CEO                   ...
And hey ho – we nearly forgot the customer!Now where do they go?                                  CEO                     ...
CEO                    CustomerMarketing   Sales    Service   Operations   Finance
In other words... Everything looks like a Scottish pin factory!And the way we describe everything can be just as inside-out…
What’sMissing     Our repr                       e          systems sentation?                    were bo              the...
A New Landscape   is emerging
We need to         Understand  The Real NEEDSand not the wants of      the Customer Once we have that      we can create a...
What time isThe 3 o’clockparade?!?
If I had asked themwhat they wantedthey would have saidfaster horsesHenry Fordthe Model T
2 DO YOU CAPTURE WHAT THE CUSTOMER SAYS THEY WANT? OROUTSIDE IN EVALUATION DO YOU FIGURE OUT WHAT THE CUSTOMER NEEDS EVEN ...
OUTSIDE INCustomer Centric processesv Understanding who the customer is, and what dothey really needv Understanding the ...
UNDERSTANDING THECUSTOMER EXPERIENCE
The                        Customer                        Experience                        is the                       ...
Design isn’t theway somethinglooks – it is theway somethingworks
3 DO YOU MANAGE PROCESS THROUGH THE THINGS PEOPLE DO? OROUTSIDE IN EVALUATION DO YOU HARNESS AND CONTROL PROCESSES BY UNDE...
4 DO YOU MEASURE PROCESSES BASED ON OUTPUTS AND ACTIVITY TIME? OROUTSIDE IN EVALUATION DO YOU MEASURE PROCESS BASED ON SUC...
5 DO YOUR PROCESSES START WITH AN INTERNAL TRIGGER (PHONE CALL, LETTER, REQUEST FOR SOMETHING?) OROUTSIDE IN EVALUATION DO...
The Virgin Galactic Customer Experience                                                                                   ...
6 DO YOU ASSESS ORGANISATION CAPABILITY BY SKILLS AND COMPETENCE? OROUTSIDE IN EVALUATION DO YOU MEASURE SUCCESS BASED ON ...
Within your ENTERPRISE OR YOUR CLIENTS ;-)Outside-In Strategic Matrix (OI-SM) Where does your                      What is...
OUTSIDE INCustomer Centric processesv Understanding who the customer is, and what dothey really needv Understanding the ...
Who is winning with outside in?(and doing work in a very different way)                                  zes              ...
“Outside-in is                              a powerful                                    idea”                           ...
OUTSIDE IN - SIX KEY QUESTIONS TO ASK
www.bpgroup.org  Thank you                                         We used to dream                                       ...
DEWA UAE DEC 2012
DEWA UAE DEC 2012
DEWA UAE DEC 2012
DEWA UAE DEC 2012
DEWA UAE DEC 2012
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DEWA UAE DEC 2012

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Presentation Keynote themed on Customer Centricity - relevant to Public and Private sectors. Delivered in Dubai at the Annual DEWA event.
WHAT IS THE MAGIC that creates the repeated success while meanwhile previous giants stumble and fall (think Kodak, Nokia, RIM etc.)

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Transcript of "DEWA UAE DEC 2012"

  1. 1. Outside In:The Power of Putting Customers at the Centre of Your Enterprise Steve Towers
  2. 2. Outside In: The Power of PuttingCustomers at the Centre of YourEnterprise•  The Outside In approach – The customer is the center of your enterprise. The new shift in business thinking and practice.•  Improving processes to deliver better customer experience and breaking down the cultural barriers to better support customers.•  Challenges and opportunities of putting customers at the centre of the enterprise.•  How to apply this new Outside In thinking in the public sector and deliver world class service.•  How to realign the organizational culture to gain the Outside In advantage.•  Best methods and approaches to begin the journey to Outside In (before it is too late)
  3. 3. OUTSIDE INThe Power of Putting the Customerat the centre of your Enterprise Steve.towers@bpgroup.orgSteve Join me on Linked In: http://bit.ly/LinkWithSteveTowers
  4. 4. Led by Steve Towers www.stevetowers.com www.bpgroup.org www.certifiedprocessprofessional.com www.towersassociates.com Originally www.oibpm.com an Industr Engineer ial d on a lo ng Operation worked in I hav e worke many Systems s, Marketi ng & sis with from the fr term ba anies over the to the ‘C’ ont line comp Level.leading ade.. last dec oks.. Industria l veral bo Enginee Also a qu W ritten se O&M ring a Master H lified ypnotist, Systems Hypnothe Ops Res NLP Prac rapist e titioner an Outside-I arch Reiki d Reiki n Master. NLP Hyp nosis
  5. 5. www.bpcommunity.org COMMUNITY •  Global – 70,000 Established •  LinkedIn – 9,700+ 1992 www.bpmbox.com •  Accreditation CPP Practitioner ENTERPRISE CPP Professional TRAINING CPP Master INDIVIDUAL & •  Open & In house CORPORATE Learning •  Online Support www.bpgroup.org •  Support Groups BUSINESS PROCESS •  Mentoring & PROFESSIONAL Coaching 8 LEVEL •  20,000 + CERTIFICATION Certified Process Professionals •  Articles, NewsINFORMATION & •  DiscussionRESEARCH •  Conferences & Seminars www.successfulcustomeroutcomes.net
  6. 6. The Global challenge facing thePublic Sector (1)Need to eliminate work that does not directly contribute to the deliveryof front line servicesNeed to control and reduce costs through a determined and ongoingalignment of all work towards Successful Citizen Outcomes (SCO’s)Urgent and pressing need to optimize services that contribute to thefront lineIdentify and prioritize policies and programs (for rationalization) that are not and will not contribute significantly to SCO’s © BP Group Research – US/European/UAE/South Africa/ANZ – 17 Public Sector companies
  7. 7. The Global challenge facing thePublic Sector (2)Scale back and eliminate non value added services across internal,secondary and primary customer/citizen categoriesRe-engineer and move Outside In public service delivery forimmediate and sustainable benefitReview reward schemes to ensure alignment with SCO’sIntroduce ongoing and focused training to ensure currency of knowledge and application of appropriate approaches and technologies © BP Group Research – US/European/UAE/South Africa/ANZ – 17 Public Sector companies
  8. 8. HOWEVER BEFORE WE BEGIN…WE HAVE TOO MANY PLATITUDES ABOUT CUSTOMERS MOTHERHOOD AND APPLE PIE!
  9. 9. SHOW ME THE MONEY!LESS OF THE SOFT AND FLUFFY STUFF – more of thi$
  10. 10. OUTSIDE IN IS HARD ANDTANGIBLE– IT IS ALL ABOUT IMPROVING RETURNS REDUCING IMPROVING COSTS CUSTOMER SERVICE
  11. 11. Outside-In TheSecret – what is it? It’s only ma you do n gic if ot kno the trick w !
  12. 12. Who is winning with outside in?(and doing work in a very differentway) zes nd Si ha pes a ors – ent S ect Differ industry s ate –a ll riv and p p ublic
  13. 13. UNDERSTAND WHO THECUSTOMER IS AND WHATTHEY REALLY NEED
  14. 14. “If youre not serving “We need to get “The the customer, youd scientific aboutcustomer is better be serving the Customer someone who is.” Experience” our reason Karl Albrecht for being here.” UNDERSTAND WHO THE CUSTOMER IS AND WHAT THEY REALLY NEED
  15. 15. A customer is the most important visitor on our premises. He is not dependent on us.We are dependent on him. He is not an interruption in our work. He is the purpose of it.He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us afavour by giving us an opportunity to do so. Mahatma Gandhi
  16. 16. 1 DO YOU SEGMENT CUSTOMERS AND MARKET FROM THE INSIDE-OUT? OROUTSIDE IN EVALUATION DO YOU CATEGORISE CUSTOMERS IN TERMS OF NEEDS PRIMARY/SECONDARY AND INTERNAL?
  17. 17. Customer NeedsAssessment (CNA) Who is the Customer ? What is the One line What is the Customers summary of the Expectation? NOC? The Needs of the Customer What is the What are the Process the SMART needs Customer of the thinks they are Customer? involved with? What do we do that Impacts Customer Success?
  18. 18. MEET MEET THE THENEED! WANT
  19. 19. It is easy to say but why do some find itSo difficult…..We have an inherited an industrial legacyIn thought and actionWhat shape are you in?
  20. 20. The Pyramid
  21. 21. www.flickr.com/photos/mwichary/2356663850/
  22. 22. Our organisations all look the same... CEO Customer Marketing Sales Service Operations Finance
  23. 23. Processes wend and meander their wayaround these rigid structures... CEO Customer Marketing Sales Service Operations Finance
  24. 24. And hey ho – we nearly forgot the customer!Now where do they go? CEO Customer Marketing Sales Service Operations Finance
  25. 25. CEO CustomerMarketing Sales Service Operations Finance
  26. 26. In other words... Everything looks like a Scottish pin factory!And the way we describe everything can be just as inside-out…
  27. 27. What’sMissing Our repr e systems sentation? were bo the Indu rn in Revolutio strial n – ar still relev e they ant?
  28. 28. A New Landscape is emerging
  29. 29. We need to Understand The Real NEEDSand not the wants of the Customer Once we have that we can create alignment to those Needs (Successful Customer Outcomes)
  30. 30. What time isThe 3 o’clockparade?!?
  31. 31. If I had asked themwhat they wantedthey would have saidfaster horsesHenry Fordthe Model T
  32. 32. 2 DO YOU CAPTURE WHAT THE CUSTOMER SAYS THEY WANT? OROUTSIDE IN EVALUATION DO YOU FIGURE OUT WHAT THE CUSTOMER NEEDS EVEN WHEN THEY DON’T KNOW IT THEMSELVES?
  33. 33. OUTSIDE INCustomer Centric processesv Understanding who the customer is, and what dothey really needv Understanding the customer experience.v Identifying best and next practices in customercentricity and Outside In.v W inning the Triple Crown with CustomerCentricity – simultaneously growing revenues,reducing costs and improving customer service
  34. 34. UNDERSTANDING THECUSTOMER EXPERIENCE
  35. 35. The Customer Experience is the ProcessWhat does thecustomer really need?
  36. 36. Design isn’t theway somethinglooks – it is theway somethingworks
  37. 37. 3 DO YOU MANAGE PROCESS THROUGH THE THINGS PEOPLE DO? OROUTSIDE IN EVALUATION DO YOU HARNESS AND CONTROL PROCESSES BY UNDERSTANDING WHAT CAUSES THEM (THE MOMENTS OF TRUTH) HOW MANY MOMENTS OF TRUTH DO YOU HAVE? ARE THOSE MOT’S UNDER CONTROL?
  38. 38. 4 DO YOU MEASURE PROCESSES BASED ON OUTPUTS AND ACTIVITY TIME? OROUTSIDE IN EVALUATION DO YOU MEASURE PROCESS BASED ON SUCCESSFUL CUSTOMER OUTCOMES?
  39. 39. 5 DO YOUR PROCESSES START WITH AN INTERNAL TRIGGER (PHONE CALL, LETTER, REQUEST FOR SOMETHING?) OROUTSIDE IN EVALUATION DO YOUR PROCESSES START AND END WITH THE CUSTOMER NEED AND FINISH WHEN THAT IS DELIVERED?
  40. 40. The Virgin Galactic Customer Experience I deserve something Motivation special Blog The Evangelise Inspire Club Video The VG Sign-Up Launch Online Reflect Inspire VG Astronauts Space VG Suit Online Fitting Experience Explore Live Feed Handhold Book Training FAQs Preference Online Medical Optimised & Exam Touch Personalization Welcome VG Club All All Share All Level Level Level Access Access Access
  41. 41. 6 DO YOU ASSESS ORGANISATION CAPABILITY BY SKILLS AND COMPETENCE? OROUTSIDE IN EVALUATION DO YOU MEASURE SUCCESS BASED ON THE DELIVERY OF SUCCESSFUL OUTCOMES?
  42. 42. Within your ENTERPRISE OR YOUR CLIENTS ;-)Outside-In Strategic Matrix (OI-SM) Where does your What is the Successful process Customer start and finish? Outcome? What are the Key What business are you Moments (REALLY) in? of Truth in this Process?
  43. 43. OUTSIDE INCustomer Centric processesv Understanding who the customer is, and what dothey really needv Understanding the customer experience.v Identifying best and next practices in customercentricity and Outside In.v W inning the Triple Crown with CustomerCentricity – simultaneously growing revenues,reducing costs and improving customer service
  44. 44. Who is winning with outside in?(and doing work in a very different way) zes nd Si ha pes a ors – ent S ect Differ industry s ate –a ll riv and p p ublic
  45. 45. “Outside-in is a powerful idea” Jack Welch the ability to turn thatthe ability to learn more learning into actionabout our customers
  46. 46. OUTSIDE IN - SIX KEY QUESTIONS TO ASK
  47. 47. www.bpgroup.org Thank you We used to dream about this stuff.Questions? Now we can do it. That is really Cool. Provide your Business card And receive BPM with my compliments On this Book plusKey case study Steroids Access!!
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