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Intelligent Company


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Companies often suffer from "corporate autism". This makes it difficult to create effective strategies, manage operations and create winning corporate culture. Here is how you can do it

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Intelligent Company

  1. 1. Intelligent company - How to create aware, intelligent, charming and constantly learning company? Toni Keskinen Marketing Architect 050-5522276© Toinen Helsinki 2012
  2. 2. How does an organization sense and act on information? ACT ON PAIN/PLEASURE© Toinen Helsinki 2012
  3. 3. In most cases.. poorly • In an organization information can stay in silos without ever connecting with data from other sources • Disconnection disable capability to react on information and analyze situation PAIN OR PLEASURE? • Specialists concentrate on analyzing some sources of data in-depth, but other sources of information are often outside their role & responsibilities • Very often there is no view to the corporate overall situation© Toinen Helsinki 2012
  4. 4. RESULT: Corporate SYMPTOMS: • Concentrate on inner world • Pain-pleasure system doesn’t work normally • Behavior seem irrational to others • Doesn’t pay attention to what is happening around • Isn’t capable of communicating with others in a mutual dialogue or care about their point of view© Toinen Helsinki 2012
  5. 5. Worst case scenario.. Happily cooked © Toinen Helsinki 2012
  6. 6. What could be the.. ? ? ?© Toinen Helsinki 2012
  7. 7. Stage 1: Information audit, what is there?• Business systems: sales, seasons, sales channels, product categories…• Customer data: Value, behavior, demographics, location, churn..• Online analytics: What customers are looking for, when, how,.. (=behavior analyzing wonder world)• Research: Customer satisfaction, corporate image, brand tracking, product/service development, mystery shopping, competitor tracking…• Sales: Customer feedback on current offering and competitors offering• Customer service = Capturing customer expressions live: reclamations, frequently asked questions, pain points, customer’s ideas about how to improve products and services…• Other personnel: what works, what doesn’t? How to improve?• External intel & data: Market research, Quarterly reports, government stats, customer data enriching services…© Toinen Helsinki 2012
  8. 8. Stage 2: Re-defining relevance • New definition for relevant information, how to harness and aggregate it as KPI’s and meaningful trends from variety of Conscious consideration: information sources Relevant information <1% • Enable conscious analysis of situation systematically • Enable long term strategic planning • Enable real-time All data operations management 100% = strategic sensivity© Toinen Helsinki 2012
  9. 9. Stage 3: Creating corporate intelligence and insights • Insights & topsight • Recognize and kill conflicting interests between business units and responsibles • Past-current-foresight view • Shared information – one 360 degree view of reality for the corporate management (kill silos) • Well informed decisions • Strategic management • Real-time operations management© Toinen Helsinki 2012
  10. 10. Stage 4: Managing with knowledge – delivering and capturing impulses • Decisions and information are useless unless you have ways of steering the actions of a corporate body • Information must flow to relevant operations and help people, partners and services operate accordingly • Scorecards define guidelines for the wanted behavior and goals, continuous feedback enforce it • Two-way information sharing create sense of belonging, enhancing more aware corporate culture and team spirit© Toinen Helsinki 2012
  11. 11. Stage 5: Aware, intelligent, charming and constantly learning company© Toinen Helsinki 2012
  12. 12. The challenge.. ..Is not in systems not about spending more money ..Is in our brains and culture ..can be beaten with understanding ..Can be won in relatively short time ..Is everywhere and overcoming it create direct competitive advantage© Toinen Helsinki 2012
  13. 13. Did the symptoms seem too familiar? We can help Contacts: Toni Keskinen Henrikki Korhonen +358 50 55 22276 +358 50 555 6450 Christoffer Hultin Jari Salmi +358 40 5665 802 +358 50 5993 555© Toinen Helsinki 2012