1. The document discusses engaging millennials and increasing speed in processes to better serve customers. It provides examples of how companies like MassMutual and Amazon are targeting millennials through mobile/social media and adopting more agile development processes. 2. MassMutual created the "Society of Grownups" brand to educate millennials on financial topics rather than selling products directly. 3. New development approaches like continuous delivery and microservices allow companies to release changes daily rather than annually to get features to customers faster.

1. Process
2020:
In-macy
Innova-ons
around
Customers
Engage
Millennials
and
Increase
Speed
Webinar
Roundtable
Discussion
July
8,
2015
Brad
Power
Steve
Stanton

2. 1
©2015
FCB
Partners.
All
rights
reserved.
Discussion
Ques+on:
Engage
Millennials
Where
are
you
seeing
a
need
to
change
your
processes
to
engage
Millennials
differently?

3. 2
©2015
FCB
Partners.
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rights
reserved.
The
Case
for
Engaging
Millennials
• Opportunities
• Purpose
• Mastery
• Autonomy
• Threats
• Problems
Future
Vision
Sense of
Urgency
Plan
Where Are
We Going?
How Do We Get There?
Why Leave
Home?
Current State
Journey
magnet
Best Practices
Marrio7,
Mass
Mutual
Mobile,
Social
(Facebook)
Mass
Mutual

4. 3
©2015
FCB
Partners.
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rights
reserved.
Dos
and
Don’ts
from
My
Millennials
Do
Don’t
Uber,
AirBnB
Car,
home
ownership
Latest
iPhone
Land
line
Laptop
Desktop
Mobile
apps,
Google
Docs
Windows
Office,
downloaded
soRware
Dropbox
Hard
drive
Streaming,
NeVlix
TV
Facebook,
Instagram
LeYers,
e-­‐mail
Online
news
Newspaper,
magazine
Disncve
small
stores,
Amazon
Prime,
Etsy
Shopping
malls,
chains,
mass
brands
Google
Maps,
Yelp
Get
lost,
need
advice

5. 4
©2015
FCB
Partners.
All
rights
reserved.
The
Customer
Discovery
Process
Discover
Need
Research
Choose
and
Buy
Use
and
Re+re
Purchase
Intent Options
Purchase
Decision
Problem
in Use
Marketing Sales Order
Processing
Customer
Service
Physical
Web,
Mobile
Store,
Media
Store
Store
Store,
Repair
Shopping
Site,
App
Shopping
Site,
App
Shopping
Site,
App
Call
center,
Wiki,
chat

6. 5
©2015
FCB
Partners.
All
rights
reserved.
Engagement
Opportuni+es
Discover
Need
Research
Choose
and
Buy
Use
and
Re+re
Purchase
Intent Options
Purchase
Decision
Problem
in Use
Marketing Sales Order
Processing
Customer
Service
Store,
Media
Store
Store
Store,
Repair
Shopping
Site,
App
Shopping
Site
Shopping
Site,
App
Call
center,
Wiki,
chat
Physical
Web,
Mobile
1.
Recommenda+ons
3.
One
click
2.
Reviews
7.
Integrate
across
channels
4.
Easy
return
5.
Design
thinking
6.
Advice
8.
Beacon

7. 6
©2015
FCB
Partners.
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rights
reserved.
MassMutual
Uses
Design
Thinking:
Empathy,
Experiment,
Advice
• Problem:
Deep
customer
research
by
IDEO
and
MassMutual:
people
either
have
a
smart-­‐
money
mindset
or
they
don’t
• Solu+on:
Instead
of
making
a
case
for
something
young
people
don’t
want
(life
insurance),
set
out
to
create
educaon
on
adulthood
(e.g.,
401Ks,
wine
selecon)
called
the
”Society
of
Grownups”
• Experiment:
Design
a
brand
identy,
a
digital
plaVorm
with
financial
planning
tools,
and
a
hip
brick-­‐and-­‐mortar
locale.
And
don’t
sell
MassMutual
products!
MassMutual
starts
“Society
of
Grownups”
to
get
millennials
thinking
of
financial
future
Our
doors
are
officially
open!
Come
say
hi
at
1653
Beacon
St
in
Brookline
from
4-­‐9
tonight.
hYp://bit.ly/1nZDaI9
1:17
PM
-­‐
8
Oct
2014
Sources:
IDEO
website,
Masslive.com,
Boston
Globe

8. 7
©2015
FCB
Partners.
All
rights
reserved.
Where
to
Start?
1. Benchmark
your
customers’
discovery
process
against
Amazon
– Current
state,
future
process,
complementary
changes,
acon
plan
2. Run
social
and
mobile
experiments
– Fast
and
frugal
3. Invest
in
data
analy+cs
across
media
and
channels
to
prepare
unique
+me-­‐sensi+ve
offers
– Billboards,
stores,
mobile
apps,
locaon,
web
cookies,
third
party
data

9. 8
©2015
FCB
Partners.
All
rights
reserved.
Discussion
Ques+on:
Increasing
Speed
Where
are
you
seeing
a
need
for
increased
speed
in
your
industry,
business
unit,
organiza-on,
and
processes,
especially
in
taking
ideas
to
market?

10. 9
©2015
FCB
Partners.
All
rights
reserved.
The
Case
for
Speed
• Opportunities
• Purpose
• Mastery
• Autonomy
• Threats
• Problems
Future
Vision
Sense of
Urgency
Plan
Where Are
We Going?
How Do We Get There?
Why Leave
Home?
Current State
Journey
magnet
Best Practices
Healthcare.gov,
Microso`,
Staples
Amazon,
Apple,
Facebook,
Google
American
Express,
GE,
IBM,
ING,
Na+onwide,
PayPal

11. 10
©2015
FCB
Partners.
All
rights
reserved.
New
Developments
in
the
Idea-­‐to-­‐
Market
Process:
Bias
to
Speed
Waterfall
Agile
Con+nuous
Release
Frequency
Annual,
twice
a
year
Weeks
(days)
=
batch
Connuous:
100s
of
changes
per
day
=
flow
Architecture
Full
product
Minimum
viable
product
Many
small
services
Release
Process
(Tesng)
Sequenal
stage
gates,
handoffs,
document
knowledge
transfer
Prototyping,
small,
frequent
batches
Launch
and
recover,
test
layering,
automated
test
system,
“feature
gates”
(hidden,
test,
beta,
unveil,
A/B)
Organizaon
Departmental
silos,
sequenal
Cross-­‐funconal
team,
business
plus
developer,
face-­‐to-­‐
face
Small
services
teams,
accountable
for
making
changes
and
tesng
Performance
Measures
Meeng
stage
gates
Working
soRware
Customer
feedback
Customer
Internal
funcons
Product
owner
User

12. 11
©2015
FCB
Partners.
All
rights
reserved.
The
So`ware
Development
Process
Plan
Big
Plan
Small
Dev
&
Test
Release
to
Market
Strategic
Initiatives
Prioritized
Capabilities
Working
Software Production
Business
Unit
Product
Owner
Agile
Team
Operations
Annual
Two
weeks
Two
weeks
Monthly
Daily
Daily
Daily
Standard = major features
Fast = bugs and small changes
Standard
Fast
Monthly
Daily

13. 12
©2015
FCB
Partners.
All
rights
reserved.
Accelera+on
Opportuni+es
Plan
Big
Plan
Small
Dev
&
Test
Release
to
Market
Strategic
Initiatives
Prioritized
Capabilities
Working
Software Production
Business
Unit
Product
Owner
Agile
Team
Operations
Annual
Two
weeks
Two
weeks
Monthly
Daily
Daily
Daily
Standard = major features
Fast = bugs and small changes
Standard
Fast
Monthly
Daily
1.
Mobile:
trend
to
Fast
–
“Model
Line”
2.
More
frequent
releases
4.
Steady
Feed
6.
Automate
tes+ng
7.
Automate
deployment
8.
Pipeline
Visibility
5.
Microservices
Cloud
Plahorm
3.
Small
teams
(DevOps)

14. 13
©2015
FCB
Partners.
All
rights
reserved.
Where
to
Start?
1. Develop
a
plan
and
select
a
“model
line”
where
speed
is
key
– Current
state,
future
process,
complementary
changes,
acon
plan
2. For
your
“model
line”
reorganize
into
small,
self-­‐governing
teams
with
end-­‐to-­‐end
responsibility
– Team
structure,
roles,
staffing
3. Invest
in
high
speed
infrastructure
– Microservices
plaVorm
(cloud),
transion
plan,
automated
tesng
and
deployment,
connuous
delivery
pipeline

15. 14
©2015
FCB
Partners.
All
rights
reserved.
More
Informa+on?
— Scrum:
Jeff
Sutherland
(book
and
website)
— Lean
Startup:
Eric
Reis,
Steve
Blank
(book)
— Connuous
Delivery:
Andy
Singleton:
Unblock
(book),
ING:
Henk
Kolk
(video)
— Naonwide:
Conference
(September)
— Implemenng
Innovaon
Course
(September)

16. Appendix
Hip
Pocket
Slides

17. 16
©2015
FCB
Partners.
All
rights
reserved.
Con+nue
the
Discussion
Online
LinkedIn
Discussion
Groups
1. Process:
Business
Process
Roundtable
2. Enterprise:
Connuous
Innovaon
3. Individuals:
Change
Agents
in
Acon

18. 17
©2015
FCB
Partners.
All
rights
reserved.
For
More
Informa+on
FCB
Partners
Lindsay
Field,
Program
Director
617
245
0265
lfield@fcbpartners.com