1.
THE END OF I.T.’S MONOPOLY ON TRUST
Vital lessons from the consumer space
Jon Hall
Tomorrow’s Future Today: Winter 2014
#TFT14
@jonhall_

2.
1) How Uber, TripAdvisor, Yelp (and
their peers) are changing industries
2) How IT is already being impacted.
3) What lessons can we learn...
and how can we benefit?
@jonhall_

3.
Jon Hall
17th year in ITSM
(but first TFT appearance!)
Product Manager focused on
forward evolution of ITSM
Reading, UK
BMC Software since 2008
Twitter: “@jonhall_”
@jonhall_

4.
Uber: Attacking a centuries-old trust system
@jonhall_

5.
The regulatory backlash to Uber
The Star, Toronto, Canada, December 5 th 2012
EndGadget, May 2nd 2013
The Atlantic Cities, February 6th 2014
@jonhall_

6.
Taxi regulation: Established 1654!
“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
minimum standard.
Ordinance for the Regulation of Hackney
Coachmen in London (1654)
@jonhall_

7.
Uber’s alternative: Feedback
uber.com
@jonhall_

8.
Old and new
Opacity
Fragmented experience
Allocated deliverer
Accountable to regulator
@jonhall_
Transparency
Integrated experience
Customer-selected deliverer
Accountable through reputation
Taxi image credit: http://www.flickr.com/photos/ursonate

9.
TripAdvisor: Usurping the travel guidebook
@jonhall_

10.
Lonely Planet: A travel industry giant...
“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
@jonhall_
Lonely planet image credit: http://www.flickr.com/photos/spcummings

11.
...sold after seven years at a big loss
19th March 2013
BBC buys
Lonely Planet
£130m
2007
@jonhall_
61% loss
BBC sells:
£51m
2013

12.
The decline of the traditional travel guidebook
Source: Nielsen Bookscan for the Travel Guide Market
@jonhall_

13.
“World’s Most Trusted Travel Advice”
“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
@jonhall_

14.
Old and new
Point-in-time information
Limited coverage
Expert opinion
Passive delivery
@jonhall_
Real-time information
Comprehensive coverage
Crowd-sourced opinions
Contextual delivery
Lonely Planet image credit:
http://www.flickr.com/photos/spcummings/

15.
The Yelp.com effect
@jonhall_

16.
Good ratings boost independents, but not brands
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 serve a similar purpose”
Reviews, Reputation, and Revenue. Harvard Business School 2011.
@jonhall_
Restaurant sign image: http://www.flickr.com/photos/neutronboy/

17.
Unstoppable trend? The story of CourseTable
@jonhall_

18.
CourseTable: Informed study course selection
“There was no centralized database at Yale
that allowed students to perform course
comparisons at-a-glance.
“I want to know how highly
people have rated each class”
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’m interested in seeing my
best friends’ course selections”

19.
This is the wrong way to respond!
“…malicious activity…”

20.
Retraction and apology
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.
Students don’t just rate their courses!
“We have the best
IT and computer
people at Stanford,
ready to help.”
- “College Sophomore”, Jan 2014

22.
Bad IT impacts a school’s public image
“The IT department
will make you cry...”
USA University. 33,000 students.

23.
The same thing is already happening to IT.
@jonhall_

24.
Are you being rated already?
“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)
@jonhall_

25.
The growth of consumer-driven I.T.
“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/
@jonhall_

26.
Key lesson: Embrace consumer trends
@jonhall_

27.
Feedback improves individual and overall service
“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
@jonhall_

28.
Feedback drives sustainable success
“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)
@jonhall_

29.
Learn from the best examples
@jonhall_

30.
Feedback-enabled services
Contextual support
@jonhall_
Personal enablement

31.
The way forward for I.T.?
OLD
Quarterly satisfaction survey
Point ITSM tools
Single source of services
NEW
Constant, open feedback
Integrated customer/provider platforms
Broker of services
Standard offerings
Contextual and personal offerings
End-to-end control
Enablement and governance
Monopolized trust
@jonhall_
Earned trust

32.
Thank you!
Twitter: @JonHall_
@jonhall_