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From Customer Journeys to Mapping Value Creation / Alexis Terree

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This is Alexis Terree’s presentation from Service Experience Camp 2016 titled From Customer Journeys to Mapping Value Creation, held on Day 1.

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From Customer Journeys to Mapping Value Creation / Alexis Terree

  1. 1. FROM CUSTOMER JOURNEYS TO MAPPING VALUE CREATION 17th November 2016 1
  2. 2. INTRODUCTION About me > BNP Paribas Fortis - Service designer (contracting) > HERE (a Nokia Business) - User researcher > Business online course - The Wharton School > Design thinking - HPI Potsdam > Industrial design, ergonomics & Mechanical Engineering 2
  3. 3. INTRODUCTION This talk Why ? The needed value-creation shift in organisations What? The Business Design Canvas -draft How ? Execute strategic changes - some learnings 3 This presentation is a prototype and a call for critical feedback
  4. 4. Why? The needed value-creation shift 4
  5. 5. Good dominant Logic Service dominant Logic Fee for service Value-adding process business Solution shop Facilitated user network Fee for outcome Membership, advertising, data Value-in-Achievement 5 WHY Value creation: yesterday > today Value-In-UseValue-in-Exchange
  6. 6. 6 WHY Value-in-achievement
  7. 7. What would happen if instead of maximising shareholder value, organisations would have to maximise customer value (value-in-achievement) ? Benefits (assumption): - longer survival of the organisation. - better ethics and impact on ecosystem. - User-centred KPIs 7 WHY Maximising value-in-achievement
  8. 8. What? The business design canvas 8
  9. 9. Bank services Customer actions 9 This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. designed by, Alexis Terrée, Failing forward OÜ Business Design Canvas businessdesigncanvas.com WHAT Tracking Value-in-achievement
  10. 10. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. designed by, Alexis Terrée, Failing forward OÜ Business Design Canvas businessdesigncanvas.com Bank services Customer actions Business Success = 1% Idea (Business Model Canvas) + 99% Execution ( _______ _________ Canvas).Business Design 10 WHAT Tracking Value-in-achievement
  11. 11. Onboarding Usage Offboarding Customer journeys Business services Customer actions 11 This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. designed by, Alexis Terrée, Failing forward OÜ Business Design Canvas businessdesigncanvas.com WHAT Tracking Value-in-achievement
  12. 12. Onboarding Usage Offboarding Business services Customer actions Customer journeys 12 This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. designed by, Alexis Terrée, Failing forward OÜ Business Design Canvas businessdesigncanvas.com WHAT Tracking Value-in-achievement
  13. 13. Conceptual example : a bank 13
  14. 14. WHAT Banking core jobs 14 Protects my assets daily weekly Manage my daily finance Monthly- Quarterly Manage my wealth Yearly Accounts payments Transactions Control Increase Secure Net value: Loans / Invests Tangible / intangible Investments Ownership
  15. 15. 95% lending money 5% Wealth Population Childhood Teenage Young adult Adult Retired All Normal Business Employee Independant SE Business owners ME Corporate Investors 5% 95% Wealth Population for the board level 15 WHAT BDC
  16. 16. Childhood Teenage Young adult Adult Retired All Normal Business Employee Independant SE Business owners ME Corporate Investors Transactions Control Increase Secure Investments Ownership Customer valueBusiness KPIs Euro Revenu Brand trust Customer referral for the board level with associated KPIS 16 WHAT BDC ProcessesCosts Technology
  17. 17. Adult Employee TransactionsControl Customer valueEuro Revenu Brand trust Customer referralBusiness KPIs for management level Acquisition Activation Referral Revenue Retention Onboarding product usage Offboarding user Steps Front-end user Steps user Steps user Steps user Steps user Steps Back-end Support processes interfaces ProcessesCosts Technology Usability Visual Expected outcomes satisfaction 17 WHAT BDC
  18. 18. Adult Employee Increase Investments Customer value Euro Revenu Brand trust Customer referralBusiness KPIs Acquisition Activation Referral Revenue Retention Onboarding Product usage Offboarding user Steps Front-end user Steps user Steps user Steps user Steps user Steps Back-end Support processes interfaces ProcessesCosts Technology Usability Visual Expected outcomes satisfaction 18 for management level WHAT BDC
  19. 19. Adult Employee Increase Investments Customer value Euro Revenu Brand trust Customer referralBusiness KPIs Acquisition Activation Referral Revenue Retention Onboarding Function usage Offboarding user Steps Front-end user Steps user Steps user Steps user Steps user Steps Back-end Support processes interfaces ProcessesCosts Technology Usability Visual Expected outcomes satisfaction 19 for project level WHAT BDC
  20. 20. 20This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. designed by, Alexis Terrée, Failing forward OÜ Business Design Canvas businessdesigncanvas.com
  21. 21. How? Execute strategic changes 21
  22. 22. Abstract Practical Concrete Conceptual Organisation Design support Vision Strategy Tactics Execution Goals Targets Plans Labour Strategic design Service/Product design UI - Industrial design The abstract must serve the practical , Deliverables Products roadmap Value chain models define service architecture Development Interface Customer journey Innovation management Company’s survival Boris Anthony supported by design internally done this framework the practical must inform the abstract. 22 HOW To place this framework in your practice
  23. 23. BUSINESS (viability) HUMAN VALUES (usability, desirability) TECHNOLOGY (feasibility) Design is the synthesis of different practices. 23 HOW Design as facilitation
  24. 24. Design Management institute 24 HOW To sell design strategy?
  25. 25. Shock denial depression, reflection Acceptance, Hope Financial restructuring 25 HOW or rather when do you pitch this approach?
  26. 26. 26 HOW Discussion Wanna share your experience trying to support companies to have user-centred KPIs ? Get in touch? Twitter: @Alexis_Terree Some sources: Business design canvas - slide 9 Customer Journey from GDS UK - slide 9 Design management institute website - slide 24 Simon Wardley blog - slide 25

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