Creating growth with customer-centric digital services: RULES FOR REVOLUTIONARIES Presented at the Management Events seminar in Helsinki 1st of October 2014

1. Creating growth with customer-centric digital services: Rules for revolutionaries
1.10.2014 Tony Virtanen, Digital Strategist, Knowit Oy

2. © Copyright Knowit Oy 2014 | Confidential | Version 1.0
25%
Source: Gartner 9/2013
of businesses will lose competitive ranking by 2017 due to digital incompetence.

4. ?!
How do I create a service that revolutionizesour industry and the life of our customers?

5. #1Play likeGretzky

6. -Wayne Gretzky
“I skate to where the puck is going to be, not where it has been.”

7. 2008: Facebook had< 100M users

8. Is it already too late?
>
>
>

9. The user experience revolution

10. It affects the routinesof everyday life.
-SaaraTaalas, “IKEA-professor”
How do you recognizea significant trend?

11. #1 Play likeGretzky: Recognizetrendsand aimfor thenextwave.

12. #2Don’t trustthe HIPPO* (*HIPPO = HIghest Paid Person’s Opinion)

13. No technology risk!
…but the risk that nobody cares.

14. Doyouknowyourcustomers/users?
Say & do
Think & feel
See & hear
Appreciate & value
ObserveInfer

15. LOYAL CUSTOMER
Advertising
REALIZE NEED
GATHER INFORMATION
PURCHASE
Blogs
Adwords
Media
Discussion forums
Sales reps
Print
Sharing
online service
Personalized communication
Online store
I want to buy more..
Social Media
Mobile
Reviews
Feedback
Sales service
Brick and mortar shop
Direct marketing
Websites
Social Media
Articles
Customer care
Targeted marketing
I recommend you…

16. Case: Gilje Tre
•Second largest window and door maker in Norway.
•Revenue 400 MM NOK
•80 employees
•Sales B2B, B2B2B, B2B2CNo direct sales B2C
•Sells mainly through hardware retail chains like Optimera.
8.10.2014 16

17. Case: Gilje Tre
•Second largest window and door maker in Norway.
•Revenue 400 MM NOK
•80 employees
•Sales B2B, B2B2B, B2B2CNo direct sales B2C
•Sells mainly through hardware retail chains like Optimera.
8.10.2014 17
7 weeks15 cities20+ retailers40+ offers6500 km of driving  Footwork > understanding

18. #2 Don’ttrusttheHIPPO: Getout, observe, infer. Walkin yourcustomer’sshoes.

19. #3Sketch, sketch, sketch

21. 1 workshop3h4 participants29 sketches3 iterations2 solutions

22. Fast prototyping
HTML-prototype
Wireframe
Design

23. CX≠UI
…but rather CX+UI
Customer Experience
User Interface

25. #3 Sketch, sketch, sketchSketchand prototypeyourcustomerexperience. Doit fast.

26. #4Don’t worry be crappy

27. How long doesit taketo revolutionizetheworld?
24 h
3 months

28. Don’tscrewup! What you do not wish for yourself, do not do to others.

29. The Minimum Viable Product

30. TheMinimumViableProduct (MVP)

32. HIPPO
Proto >
Data >

35. #4 Don’tworry, becrappy: Launchquicklyand release often.

36. #5Again-again!

37. Build
Learn
Measure
Ideas
Product/ Service
Data
More cycles in less time
reduce the risk.

38. Traditional(onecycle)
Risk
Time
Risk
Learn

39. Agile(multiplecycles) > Lowerrisk!
Risk
Time
Risk
Learn
Learn
Learn

40. How manytimesdowehaveto tryagain?

42. #5 Again-again! Build.Measure. Learn. Againand again. Yourserviceis neverready.

43. Creating growth with customer-centric digital services: Rules for revolutionaries
?

44. There’s always a way.
Otherwise, we’ll invent it.

45. #6Knowit Concept Lab

46. From ideas to results in 7 weeks
1. ”Sketch”
2. ”Prototype”
1week
4. Implementservice
2weeks
3. ”Pilot”
3weeks
0. Innovate
1week

47. We create measurable business impact
Competitiveness and shareholder value
Increase sales
•New customers
•Repeat-and cross sales opportunity identification
Customer loyalty
•Customer dialog
•Brand loyalty
•Pricing power
Cost savings
•Operational efficiency
•Process automation
•Self service
•Marketing automation

48. 100+
mobile apps
20+
extranets
50+
intranets
25+
eCommerce
500+
web sites
100+
service design-projects
We are known for our work
WecreategrowthfromDigital.
#1
in Quality Assurance

49. Creating growth with customer-centric digital services: Rules for revolutionaries

50. ?!
Questions? Feedback?

51. Kiitos! Tack! Thank You!
tony.virtanen@knowit.fi
twitter.com/Tony_Virtanen
+358 40 772 4022