KEYNOTEOUTSIDE INThe Power of Putting the Customerat the centre of your business
KEYNOTEOUTSIDE INThe Power of Putting the Customerat the centre of your business                          Steve.towers@bpg...
OUTSIDE INCUSTOMER CENTRIC PROCESSES Understanding     who the customer is, and what do they really need Understanding  ...
www.stevetowers.comwww.bpgroup.orgwww.certifiedprocessprofessional.com         www.towersassociates.com           www.oibp...
www.bpcommunity.org                      • Global – 70,000   COMMUNITY                      • LinkedIn – 9,000+           ...
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 AND TANGIBLE– IT IS ALL ABOUT                 GROWING                 REVENUES      REDUCING           ...
OUTSIDE-IN THE SECRET –WHAT IS IT?
WHO IS WINNING WITH OUTSIDE IN?(AND DOING WORK IN A VERY DIFFERENT WAY)
UNDERSTAND WHO THE CUSTOMERIS AND WHAT THEY REALLY NEED
“If youre not    “We need to get“The customer is                           serving the     scientific about  our reason fo...
A customer is the mostimportant visitor on our              premises.   He is not dependent                  on us. We are...
OUTSIDE IN EVALUATION                        1DO YOU SEGMENT CUSTOMERS ANDMARKET FROM THE INSIDE-OUT?ORDO YOU CATEGORISE C...
Customer NeedsAssessment (CNA)
MEETMEET THE   THE  NEED!    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                                      Custo...
Processes wend and meander their way around theserigid structures...                                    CEO               ...
And hey ho – we nearly forgot the customer!Now where do they go?                                     CEO                  ...
CEO                    CustomerMarketing   Sales              Operations   Finance                     Service
In other words... Everything looks like a Scottish pin factory!And the way we describe everything can be just as inside-out…
What’sMissing?
We need to      Understand  The Real NEEDSand not the wants of the Customer  Once we have     that we cancreate alignment ...
What time isThe 3 o’clockparade?
If I had asked      them   what they     wanted  they would   have said faster horses Henry Ford – the Model T
OUTSIDE IN EVALUATIONDO YOU CAPTURE WHAT THE                        2CUSTOMER SAYS THEY WANT?ORDO YOU FIGURE OUT WHAT THEC...
OUTSIDE INCUSTOMER CENTRIC PROCESSES Understanding     who the customer is, and what do they really need Understanding  ...
UNDERSTANDING THE CUSTOMEREXPERIENCE
The                        Customer                        Experience                        is the                       ...
Design isn’t theway somethinglooks – it is theway somethingworks
OUTSIDE IN EVALUATION                        3DO YOU MANAGE PROCESS THROUGH THETHINGS PEOPLE DO?ORDO YOU HARNESS AND CONTR...
OUTSIDE IN EVALUATION                        4DO YOU MEASURE PROCESSES BASEDON OUTPUTS AND ACTIVITY TIME?ORDO YOU MEASURE ...
OUTSIDE IN EVALUATION                        5DO YOUR PROCESSES START WITH ANINTERNAL TRIGGER (PHONE CALL,LETTER, REQUEST ...
The Virgin Galactic Customer Experience                                           I deserve                               ...
OUTSIDE IN EVALUATION                        6DO YOU ASSESS ORGANISATIONCAPABILITY BY SKILLS ANDCOMPETENCE?ORDO YOU MEASUR...
WITHIN YOUR BUSINESS OR YOUR CLIENTS ;-)   Outside-In Strategic Matrix (OI-SM)
OUTSIDE INCUSTOMER CENTRIC PROCESSES Understanding     who the customer is, and what do they really need Understanding  ...
WHO IS WINNING WITH OUTSIDE IN?(AND DOING WORK IN A VERY DIFFERENT WAY)
“Outside-in is                                 a powerful                                       idea”                     ...
OUTSIDE IN - SIX KEY QUESTIONS TO ASK
www.bpgroup.orgThank you                            We used to dream                                       about this stuf...
KEYNOTEOUTSIDE INThe Power of Putting the Customerat the centre of your business
Steve Towers nasscom bpo summit 2012 opening keynote
Steve Towers nasscom bpo summit 2012 opening keynote
Steve Towers nasscom bpo summit 2012 opening keynote
Steve Towers nasscom bpo summit 2012 opening keynote
Steve Towers nasscom bpo summit 2012 opening keynote
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Steve Towers nasscom bpo summit 2012 opening keynote

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Keynote - putting the customer at the centre of your universe.

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Steve Towers nasscom bpo summit 2012 opening keynote

  1. 1. KEYNOTEOUTSIDE INThe Power of Putting the Customerat the centre of your business
  2. 2. KEYNOTEOUTSIDE INThe Power of Putting the Customerat the centre of your business Steve.towers@bpgroup.orgSteveTowers Join me on Linked In: http://bit.ly/LinkWithSteve
  3. 3. OUTSIDE INCUSTOMER CENTRIC PROCESSES Understanding who the customer is, and what do they really need Understanding the customer experience. Identifying best and next practices in customer centricity and Outside In. Winningthe Triple Crown with Customer Centricity – simultaneously growing revenues, reducing costs and improving customer service
  4. 4. www.stevetowers.comwww.bpgroup.orgwww.certifiedprocessprofessional.com www.towersassociates.com www.oibpm.com
  5. 5. www.bpcommunity.org • Global – 70,000 COMMUNITY • LinkedIn – 9,000+ www.bpmbox.com • Accreditation CPP Practitioner CPP Professional CPP Master TRAINING • Open & In house Learning • Online Support www.bpgroup.org BUSINESS • Support Groups PROCESS PROFESSIONAL • Mentoring & Coaching • Articles, News INFORMATION & • Discussion RESEARCH • Conferences & Seminarswww.successfulcustomeroutcomes.net
  6. 6. HOWEVER BEFORE WE BEGIN…WE HAVE TOO MANY PLATITUDES ABOUT CUSTOMERS MOTHERHOOD AND APPLE PIE!
  7. 7. SHOW ME THE MONEY!LESS OF THE SOFT AND FLUFFY STUFF – MORE OF THI$
  8. 8. OUTSIDE IN IS HARD AND TANGIBLE– IT IS ALL ABOUT GROWING REVENUES REDUCING IMPROVING COSTS CUSTOMER SERVICE
  9. 9. OUTSIDE-IN THE SECRET –WHAT IS IT?
  10. 10. WHO IS WINNING WITH OUTSIDE IN?(AND DOING WORK IN A VERY DIFFERENT WAY)
  11. 11. UNDERSTAND WHO THE CUSTOMERIS AND WHAT THEY REALLY NEED
  12. 12. “If youre not “We need to get“The customer is serving the scientific about our reason for customer, youd the Customer being here.” better be serving Experience” someone who is.” Karl Albrecht UNDERSTAND WHO THE CUSTOMER IS AND WHAT THEY REALLY NEED
  13. 13. A customer is the mostimportant 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 a favour by giving us an opportunity to do so. Mahatma Gandhi
  14. 14. OUTSIDE IN EVALUATION 1DO YOU SEGMENT CUSTOMERS ANDMARKET FROM THE INSIDE-OUT?ORDO YOU CATEGORISE CUSTOMERS INTERMS OF NEEDSPRIMARY/SECONDARY AND INTERNAL?
  15. 15. Customer NeedsAssessment (CNA)
  16. 16. MEETMEET THE THE NEED! WANT
  17. 17. 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?
  18. 18. THE PYRAMID
  19. 19. www.flickr.com/photos/mwichary/2356663850/
  20. 20. Our organisations all look the same... CEO Customer Marketing Sales Operations Finance Service
  21. 21. Processes wend and meander their way around theserigid structures... CEO Customer Marketing Sales Operations Finance Service
  22. 22. And hey ho – we nearly forgot the customer!Now where do they go? CEO Customer Marketing Sales Operations Finance Service
  23. 23. CEO CustomerMarketing Sales Operations Finance Service
  24. 24. In other words... Everything looks like a Scottish pin factory!And the way we describe everything can be just as inside-out…
  25. 25. What’sMissing?
  26. 26. We need to Understand The Real NEEDSand not the wants of the Customer Once we have that we cancreate alignment to those Needs (Successful Customer Outcomes)
  27. 27. What time isThe 3 o’clockparade?
  28. 28. If I had asked them what they wanted they would have said faster horses Henry Ford – the Model T
  29. 29. OUTSIDE IN EVALUATIONDO YOU CAPTURE WHAT THE 2CUSTOMER SAYS THEY WANT?ORDO YOU FIGURE OUT WHAT THECUSTOMER NEEDS EVEN WHEN THEYDON’T KNOW IT THEMSELVES?
  30. 30. OUTSIDE INCUSTOMER CENTRIC PROCESSES Understanding who the customer is, and what do they really need Understanding the customer experience. Identifying best and next practices in customer centricity and Outside In. Winningthe Triple Crown with Customer Centricity – simultaneously growing revenues, reducing costs and improving customer service
  31. 31. UNDERSTANDING THE CUSTOMEREXPERIENCE
  32. 32. The Customer Experience is the ProcessWHAT DOES THECUSTOMER REALLY NEED?
  33. 33. Design isn’t theway somethinglooks – it is theway somethingworks
  34. 34. OUTSIDE IN EVALUATION 3DO YOU MANAGE PROCESS THROUGH THETHINGS PEOPLE DO?ORDO YOU HARNESS AND CONTROL PROCESSES BYUNDERSTANDING WHAT CAUSES THEM (THEMOMENTS OF TRUTH)HOW MANY MOMENTS OF TRUTH DO YOU HAVE?ARE THOSE MOT’S UNDER CONTROL?
  35. 35. OUTSIDE IN EVALUATION 4DO YOU MEASURE PROCESSES BASEDON OUTPUTS AND ACTIVITY TIME?ORDO YOU MEASURE PROCESS BASED ONSUCCESSFUL CUSTOMER OUTCOMES?
  36. 36. OUTSIDE IN EVALUATION 5DO YOUR PROCESSES START WITH ANINTERNAL TRIGGER (PHONE CALL,LETTER, REQUEST FOR SOMETHING?)ORDO YOUR PROCESSES START AND ENDWITH THE CUSTOMER NEED AND FINISHWHEN THAT IS DELIVERED?
  37. 37. The Virgin Galactic Customer Experience I deserve something special
  38. 38. OUTSIDE IN EVALUATION 6DO YOU ASSESS ORGANISATIONCAPABILITY BY SKILLS ANDCOMPETENCE?ORDO YOU MEASURE SUCCESS BASED ONTHE DELIVERY OF SUCCESSFULOUTCOMES?
  39. 39. WITHIN YOUR BUSINESS OR YOUR CLIENTS ;-) Outside-In Strategic Matrix (OI-SM)
  40. 40. OUTSIDE INCUSTOMER CENTRIC PROCESSES Understanding who the customer is, and what do they really need Understanding the customer experience. Identifying best and next practices in customer centricity and Outside In. Winningthe Triple Crown with Customer Centricity – simultaneously growing revenues, reducing costs and improving customer service
  41. 41. WHO IS WINNING WITH OUTSIDE IN?(AND DOING WORK IN A VERY DIFFERENT WAY)
  42. 42. “Outside-in is a powerful idea” Jack Welch the ability to turn thatthe ability to learn more learning into actionabout our customers
  43. 43. OUTSIDE IN - SIX KEY QUESTIONS TO ASK
  44. 44. www.bpgroup.orgThank you We used to dream about this stuff. Now we can do it.Questions? That is really Cool. Provide your Business card And get this Book plus Key case study Access!!
  45. 45. KEYNOTEOUTSIDE INThe Power of Putting the Customerat the centre of your business
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