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How To Entice Leadership To CRAVE Customer Discovery

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TABLE STAKES FOR THE SESSION
You value understanding and empathizing with your customer's experience and believe in incorporating the customer into the development of your product or service AKA you live in 2015 - not 1915.

YOUR CHALLENGE
Gathering customer insights can help collect qualitative feedback but without quantitative reasoning it is difficult to convince key decision-makers how to put these insights into practice. Where do we go next? How does this fit in the existing roadmap? What’s the priority? WHY is this the priority?

OUR SOLUTION
Join Colleen Johnson and Pete Kinser for an interactive session where we’ll demonstrate how to both gather compelling stories (i.e. qualitative) and to successfully measure these insights (i.e. the quantitative). Yes, you can measure aspects of customer experience and use these measures to leave decision-makers satisfied and craving even more customer discovery.

Published in: Business

How To Entice Leadership To CRAVE Customer Discovery

  1. 1. How to Entice 
 Leadership to Crave Customer Discovery @PeteKinser Colleen Johnson @scrumhive Pete Kinser Enterprise Agile Coach Director of Experience Strategy ReadyTalk Universal Mind
  2. 2. #SolveTheRightProblem@PeteKinser I @scrumhive Leadership Wants Confidence ROI Profit Predictability
  3. 3. PRODUCTS & SERVICES BUNDLED PRODUCTS & SERVICES EXPERIENCE The Experience Economy #SolveTheRightProblem@PeteKinser I @scrumhive
  4. 4. IX CX Internal Experience Customer Experience TX External Experience Experience #SolveTheRightProblem@PeteKinser I @scrumhive
  5. 5. CX CX CX CX CX CX CX CX IX CX CX CX CX Culture #SolveTheRightProblem@PeteKinser I @scrumhive
  6. 6. Structures & Systems #SolveTheRightProblem@PeteKinser I @scrumhive ORGANIZATIONAL STRUCTURES TECHNICAL ARCHITECTURESCX
  7. 7. INFORMED DECISIONS
  8. 8. RESEARCH HAS A PERCEPTION PROBLEM #SolveTheRightProblem InsightsDISCOVERY @PeteKinser I @scrumhive
  9. 9. HOW OFTEN HOWLONG • Time Consuming • Isolated • Disconnected + – + The Way We Were #SolveTheRightProblem@PeteKinser I @scrumhive
  10. 10. + – +HOW OFTEN HOWLONG • Quick • Integrated • Connected The Way We Are #SolveTheRightProblem@PeteKinser I @scrumhive
  11. 11. 1. Innovative 2. Useful 3. Aesthetic 4. Understandable 5. Unobtrusive 6. Honest 7. Long-lasting 8. Thorough down to the last detail 9. Environmentally-friendly 10. As little design as possible Good Design #SolveTheRightProblem@PeteKinser I @scrumhive
  12. 12. DISCOVERY IS IS DISCOVERY DESIGN #SolveTheRightProblem@PeteKinser I @scrumhive
  13. 13. STARTUP DENSITY COLORADO IS #1 SOURCE: Kauffman Foundation LOW BARRIER TO ENTRY NINETY PERCENT FAILURE RATE #SolveTheRightProblem@PeteKinser I @scrumhive
  14. 14. THE PACE HAS INCREASED #SolveTheRightProblem@PeteKinser I @scrumhive
  15. 15. #SolveTheRightProblem@PeteKinser I @scrumhive DISCOVERY SAVES TIME & MONEY
  16. 16. TIME + DEVELOP TEST DEPLOY LAUNCH HOPEDISCOVER #SolveTheRightProblem@PeteKinser I @scrumhive Hope ain’t gonna do it
  17. 17. #SolveTheRightProblem@PeteKinser I @scrumhive Getting to confident
  18. 18. ITERATIVE
 DISCOVERY
  19. 19. + – +HOW OFTEN HOWLONG • Quick • Integrated • Connected The Way We Are #SolveTheRightProblem@PeteKinser I @scrumhive
  20. 20. GET CROSS-FUNCTIONAL #SolveTheRightProblem@PeteKinser I @scrumhive
  21. 21. #SolveTheRightProblem@PeteKinser I @scrumhive If I were given one hour to save the planet, I would spend 59 minutes defining the problem and one minute resolving it… “
  22. 22. ? ! #SolveTheRightProblem@PeteKinser I @scrumhive UNKNOWN KNOWN
  23. 23. DISCOVER DESIGN DEPLOY #SolveTheRightProblem@PeteKinser I @scrumhive
  24. 24. DISCOVER DESIGN DEPLOY #SolveTheRightProblem@PeteKinser I @scrumhive STRATEGIES
  25. 25. DISCOVER DESIGN DEPLOY #SolveTheRightProblem@PeteKinser I @scrumhive
  26. 26. #SolveTheRightProblem@PeteKinser I @scrumhive
  27. 27. DISCOVER DESIGN DEPLOY #SolveTheRightProblem@PeteKinser I @scrumhive
  28. 28. DISCOVER Decision Point DESIGN #SolveTheRightProblem@PeteKinser I @scrumhive
  29. 29. Decision Point DESIGN Iterate #SolveTheRightProblem@PeteKinser I @scrumhive
  30. 30. ACTIONABLE METRICS
  31. 31. Getting to Data
  32. 32. INTENSITY SCALE
  33. 33. Set a Target #SolveTheRightProblem@PeteKinser I @scrumhive
  34. 34. ATTITUDES & OPINIONS QUANTIFY FEEDBACK Set a Target DECISION POINT
  35. 35. YOU’RE SO VAIN #SolveTheRightProblem@PeteKinser I @scrumhive
  36. 36. • Rate or Ratio • Time or Segments • Simple • Accurate Predictions • Change Behavior Target Practice
  37. 37. Confidence ACTIONABLE METRICS ROI INFORMED DECISIONS Profit LOYAL CUSTOMERS Predictability ITERATIVE DISCOVERY #SolveTheRightProblem@PeteKinser I @scrumhive Leadership Wants You Deliver
  38. 38. MAKE INFORMED DECISIONS THRU ITERATIVE DISCOVERY & ACTIONABLE METRICS TO CREATE LOYAL CUSTOMERS #SolveTheRightProblem@PeteKinser I @scrumhive
  39. 39. Thank You! @PeteKinser Colleen Johnson @scrumhive Pete Kinser Enterprise Agile Coach Director of Experience Strategy ReadyTalk Universal Mind

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