Making Business Human: Delivering Great Experiences in a Connected Age

11,410 views

Published on

Slides from my talk at IA Summit 2012. Won't make much sense of you were there.

In it, I discuss how business must engage in humanist practices and values in this messy and complex Connected Age.

Published in: Business, Sports

Making Business Human: Delivering Great Experiences in a Connected Age

  1. Making Business Human:Delivering Great Experiences in a Connected Age#ias12Peter Merholze: peterme@inflection.com, peterme@peterme.comt: @peterme
  2. WARNING:There will be very little actionable wisdom. 2
  3. Awareness of user experienceis at an all-time high 3
  4. Apple’s has the largest market cap of any company.Simply Hired lists 4,500 jobs in the United States with“user experience” in it’s description.UX conferences set new attendance records every year.“It’s a magical time to be doing what we’re doing” 4
  5. 362 firms 95% say they are “customer focused” 80% say they deliver a “superior experience” How many of these firms’ customers agree that they deliver a superior experience? 8%from “Closing the Delivery Gap” by Bain & Company
  6. Forrester’s 2012 Customer Experience Index 6
  7. Why are so many user experiences so bad? 7
  8. The technology is more immediate, accessible,distributed.Experience design processes and methods are mature.We’re investing in these practices like never before.But... 8
  9. Do you work in a company with an org chart?Where you have a clear, hierarchical reporting structure?Do job titles determine work responsibilities and salary?Are there policies, procedures, and rules for you to follow?Do people work in cubicles, visually isolated from colleagues?Are meetings primarily about the status of various initiatives?When engaging consultants, do you issue an RFP, and require a listof deliverables that will be delivered within a certain specified time? 9
  10. If you answered “yes” to those questions,then you work in a bureaucracy 10
  11. Many assume bureaucracies are just howwork is done.But they were created for a purpose. 11
  12. 12
  13. 13
  14. http://www.flickr.com/photos/mwichary/2356663850/ 14
  15. 15
  16. The “iron cage” of bureaucracy 16
  17. Industrial/Information age Connected ageProducts ServicesManufacturing Customer experienceOwnership AccessStocks FlowsEfficiency EffectivenessAnalytical GenerativeSilos Cross-functionalHierarchical HyperlinkedAlgorithmic HeuristicExternal rewards Intrinsic motivationIndividual SocialIsolation Relationships 17
  18. What are relationships based on? 18
  19. Image Frame
  20. 2011 TemkinTrust Ratings2012 TemkinExperienceRatings
  21. “Colleen [Barrett] is primarily responsible for thehumanistic culture that we have at Southwesttoday...One of the really significant things she did wasgive our people on the front line a lot of flexibility.Basically, she ascertained that we could not anticipateevery situation that would evolve in a given station at apassenger terminal. Therefore, she told our employees—and meant it—thatas long as you are leaning toward the customer, youare OK... They did not need to ask permission fromanybody to do so.”Herb Kelleher, founder of Southwest Airlines
  22. If you trust your employees, yourcustomers are more likely to trust you 22
  23. March 2011 on kottke.org... 23
  24. 24
  25. How might we widen the circle of trust? 25
  26. Image Frame
  27. Image Frame
  28. Image Frame
  29. Image Frame
  30. 30
  31. CUSTOMERS Lose Win Win YAY!BUSINESS Lose
  32. 32
  33. 33
  34. 34
  35. Management TrustStaff Customers 35
  36. A cautionary tale... 36
  37. Reed Hasting’s “Culture” Presentation 37
  38. 38
  39. From the Netflix Blog“...we have realized that there is still a very largecontinuing demand for DVDs both from our existingmembers as well as non-members. Given the long life wethink DVDs by mail will have, treating DVDs as a $2 addon to our unlimited streaming plan neither makes greatfinancial sense nor satisfies people who just want DVDs.Creating an unlimited DVDs by mail plan (no streaming)at our lowest price ever, $7.99, does make sense and willensure a long life for our DVDs by mail offering...” 39
  40. Netflix forgot that most people are not likethe people who work at Netflix. 40
  41. Netflix also hadn’t realized that anyrelationship, even a business relationshipwith customers, is an emotional one. 41
  42. 42
  43. Foresee Holiday 2011 Retail Satisfaction
  44. The value of empathy (roughly $10 billion) 44
  45. What’s with all this talk about“design thinking”?Well, everything I ever needed to knowabout managing experiences... 45
  46. The Marshmallow Challengehttp://marshmallowchallenge.com/ 46
  47. http://www.flickr.com/photos/copleys/1842011981/ 47
  48. Express visually and tactilelyhttp://http://www.flickr.com/photos/copleys/1842854394/ 48
  49. All contributors are equalhttp://www.flickr.com/photos/wwworks/2885861465/ 49
  50. Kinesthetic engagementhttp://www.youtube.com/watch?v=_jK-jC2__Fw 50
  51. 51
  52. side note: don’t let Facilities get in your way 52
  53. The Connected Age requires business toembrace what makes us human. 53
  54. complexification X connectedness = Chaos and unpredictability 54
  55. Industrial/Information age Connected ageProducts ServicesManufacturing Customer experienceOwnership AccessStocks FlowsEfficiency Effectiveness thisAnalytical Intuitive stuffSilos Cross-functional isHierarchical Hyperlinked messy!Algorithmic HeuristicExternal rewards Intrinsic motivationIndividual SocialIsolation Relationships 55
  56. Great member experiences fuse left and right brain approaches We need... Left brain Right brain Analytic Emotional Rigorous Visionary Bottom-up Top-down Engineered Creative Evaluative Generative Quantitative Qualitative And this is insufficient 56
  57. 57
  58. My favorite passage from Steve JobsJobs did not organize Apple into semiautonomousdivisions; he closely controlled all his teams and pushedthem to work as one cohesive and flexible company,with one profit-and-loss bottom line. “We don’t have‘divisions’ with their own P&L,” said Tim Cook. “Werun one P&L for the company.” 58
  59. 59
  60. Just one more story... 60
  61. 61
  62. Instead of the penetration of the organizationalsystems into the body...we see precisely the reverse,the extension of messy, open-ended techniques ofclothing, layering, and stitching from real fabricinto organizational fabric as well. 62
  63. More playful More emotionalMore social More respectful More emotional How can you make your organizations more human? More creative More interdependentMore physical More sensorial More trusting 63
  64. More playful More emotionalMore social More respectful More emotional How can you make your organizations more human? More creative More interdependentMore physical More sensorial More trusting Thank you. 64

×