SXSW_Synthesis for Business Transformation
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The document discusses opportunities for innovation at an organization. It notes that predictive insights should drive effortless customer experiences. Customer journeys should be viewed holistically rather than through isolated metrics. User experience is critical to meeting customer expectations. Communities need to function as marketplaces to better support customers. Visualizing the entire customer journey is important for personalized service. Understanding customers through deep insights and pattern-based profiles can help target products and messaging more effectively. Early warning systems, collaboration channels, and product development alignment can also boost customer retention and acquisition. The Internet of Things, 3D printing, and other trends require new approaches. Overall customer, employee, and brand experiences must be improved through personalization across channels and feedback loops.
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SXSW_Synthesis for Business Transformation
- 1. Mindfulness to Innovation A Perspective On Synthesizing of An Unstructured World
- 3. A POV Through Our Lens.
- 4. Predictive insights & intelligence need to be the driver of effortless experience Service and support are not viewed through a customer journey lens, but rather through metrics and KPI’s UX is a critical component of customer experience – in terms of expectations met / un-met Communities have to be more than portals, but marketplaces to broker service and support How do we place service in the hands of every employee that touches a customer interaction? Visualization of the customer journey at all engagement / interaction points is critical to true 1:1 Truly understanding how to segment, target and position the product and brand through deep insights and intelligence Pattern based profiles are more important than 360 degree Early Warning Systems that enable sales and reduce attrition There is a tremendous need to unlock ERP and have app’s provide sales advantages Collaboration channels for co- development and co-opetition Closer alignment between the customer, service and sales to product/solution development Private exchanges for closer alignment to speed to market & economies of scale Value chain & vertical integration opportunities The Product Life Cycle (PLM) management process needs to be more closely aligned with the resourcing that can expand ideas and execution Preventative Maintenance (“oil usage is high, notify technician..”) Replenishment Automation (“ink is running low, ship new ink..”) Proactive Customer Service (“device problem detected, push customer a fix) How do we make sense of the Internet of Things 3D Printing and digital is a new norm in all things connected and how do we synthesize the opportunities How do we make brand building and brand awareness synonymous CSAT and NPS are not leading indicators to customer acquisition and growth strategy Employee experience and culture is corollary to customer experience and their level of happiness Personalization and precision is critical to meet expectations There is no bi-directional communication channel to open up the organization to customer feedback loops INDUSTRY PATTERNS / THEMES Customer Service Sales & Marketing Customer Experience Partnership Innovation
- 5. Organizations are at a Crossroad
- 6. “We need to be more decisive and with much more speed - so that are entire business model is about the customer. Not about us” Mirza Chughtai, CIO Miner Corporation CxOs Are Reacting “Its about identifying the intersection between a customer driven transformation, people powered and and technology enabled.” Renee Cacchillo, CMO Safelite “Companies need to be building the business model with the customer’s expectations in the middle. And the business model built to exceed those expectations .” Dick Williams, CEO Webroot
- 7. ORDER NUMBER 33498 “We Love Our Customers”
- 9. Synthesizing The World Around Us..
- 10. Mindset Change Lives in the Midwest 41 Yrs. Old | Married | Kids Windshield replacement patterns Public Social Media Own 2 Vehicles (BMW, Audi) Website Browsing History Glass protection warranty Offers declined/ Accepted Lives in the Midwest 41 Yrs. Old | Married | Kids Safelite products owned Interaction preferences Connected windshield Interaction patterns Interest in roadside assistance provider Teenage son, first time driver Interest in new insurance provider PurchaseUnaware Awareness Consideration Retention Advocacy Order Number: 33493 The Watson Household END TO END CUSTOMER JOURNEY
- 11. THE WATSON HOUSEHOLD Offers declined / accepted Interaction Preferences Safelite Products Owned Interest in new insurance and roadside assistance provider Teenage son, first time driver Glass protection warranty Own 2 vehicles (BMW, Audi) Connected windshield Windshield replacement patterns
- 12. Omni-Channel IT Modernization Innovation SAFELITE FUTURE STATE VALUE Complete CRM Insights into a integrated customer journey Total Cost of Ownership Innovation, not application maintenance Collaboration and Sharing Creation of a knowledge hub to share and empower Connected Inventory, business processes and intelligence Enterprise Agility Speed to market without barriers to success Service Excellence Effortless experience delivered across all channels
- 14. Predictive insights & intelligence need to be the driver of effortless experience Service and support are not viewed through a customer journey lens, but rather through metrics and KPI’s UX is a critical component of customer experience – in terms of expectations met / un-met Communities have to be more than portals, but marketplaces to broker service and support How do we place service in the hands of every employee that touches a customer interaction? Visualization of the customer journey at all engagement / interaction points is critical to true 1:1 Truly understanding how to segment, target and position the product and brand through deep insights and intelligence Pattern based profiles are more important than 360 degree Early Warning Systems that enable sales and reduce attrition There is a tremendous need to unlock ERP and have app’s provide sales advantages Collaboration channels for co- development and co-opetition Closer alignment between the customer, service and sales to product/solution development Private exchanges for closer alignment to speed to market & economies of scale Value chain & vertical integration opportunities The Product Life Cycle (PLM) management process needs to be more closely aligned with the resourcing that can expand ideas and execution Preventative Maintenance (“oil usage is high, notify technician..”) Replenishment Automation (“ink is running low, ship new ink..”) Proactive Customer Service (“device problem detected, push customer a fix) How do we make sense of the Internet of Things 3D Printing and digital is a new norm in all things connected and how do we synthesize the opportunities How do we make brand building and brand awareness synonymous CSAT and NPS are not leading indicators to customer acquisition and growth strategy Employee experience and culture is corollary to customer experience and their level of happiness Personalization and precision is critical to meet expectations There is no bi-directional communication channel to open up the organization to customer feedback loops PATTERNS / THEMES Customer Service Sales & Marketing Customer Experience Partnership Innovation
- 15. An Start To Finish Approach
- 17. Ethnography Workshops Iterative Design Road Mapping
- 18. User Experience Demos & Prototypes Business Value Architecture Recommendations Strategic Roadmap And What is Delivered
- 19. What, Why & How Ethnographic Research Description Observing users in their own environment to understand the context and culture in which they work Process • In-field Observation • Job Shadowing • Cross-Role Simulations CCC Role • Identify Participants • Participate in Shadowing • Review and respond to synthesis Deliverables • Journey Maps w/ Pain point and MOEs • Persona creation / refinement • Vision POV
- 20. What, Why & How Co-creation Description Continuous partnership in identifying, building, and refining solutions that will impact the core charter of the Ignite engagement Process • Engagement and Communication Plan • Customer and Partner Workshops • Iterative Work Streams • Contextual Simulations • Customer Experience Vision CCC Role • Provide Industry Expertise • Interactive User Experience Testing • Constant Feedback
- 21. What, Why & How Design, Demos, and Prototypes Description Using human centered design principles to create future state through working prototypes and story. Process • Experience analysis • Contextual design validation • Iterative work streams CCC Role • Identify Participants • Participate in demo simulations • Review interaction scenarios Deliverables • Simulate live prototypes • Contextual simulation • Clickable interactive prototypes
- 22. What, Why & How Business Architecture Application Architecture Description This process will provide a blueprint that is used to align strategic objectives and tactical demands. Process • Experience Mapping • Co-Creation and Ideation • Architectural Workshop CCC Role • Identify Participants • Co-Create • Sound Testing Ideas Deliverables • Value stream • Business Capability Map • Architectural Blueprint
- 23. What, Why & How Business Value Description An analysis of the commercialization of transformation with a specific focus on the investment analysis, value drivers as well as qualitative benefits Process • Identify Value Hypothesis • Align Value Drivers to Realization Timeline • Build Model & Sensitivity Analysis CCC Role • Provide Financial Data & Analysis • Align on Estimates • Collaborate in Model Building Deliverables • Value Map • Financial Model/ROI • Sensitivity Analysis
- 24. • Recurring Patterns: Internet of Things, Connected Experiences, Market Adjacencies • Customers: YPO, vRide, Relevant Solutions Synthesis Falls Into 3 Buckets 1. Innovate Go-to-Market Functions 2. Innovate Functional Areas / Business Process 3. Innovate and create new Business Models Types of Ignite Example Patterns and Customers • Recurring Patterns: Integrate Sales / Service / Marketing; Partner relationship management, Integrated Customer Experience and Journeys; Patient Experience; Product Launch • Customers: Miner Corp, Safelite, The Local 150, YPO, Good Sam Enterprises, Webroot, Filtration Group, Titan International • Recurring Patterns: Sales transformation, Operational Excellence, Supply Chain, Internal Collaboration • Customers: CCC, Badger Meter, Milacron, Chamberlain Group
- 25. Video
Editor's Notes
- No Talk Track
- INTRO Video Plays First As soon as it fades you start talking When I was sitting there listening to this for the first time, I had an AHA moments that we internally have to connect with our customer and understand them in ways we never done before.
- Josh’s Picture during SKO
- And everyday their engaged in critical conversations how companies can transform to become a customer company. We are learning insights on how they perceive Salesforce products and we are getting real time information on industry trends. These insights are only being shared within solution engineering today Parking Lot: This would be a build which would have the two magnifying glasses appear on click and the background would darken
- We understand the customer journeys, we are gaining insights into their organizational challenges, we are working with our customers through economic uncertainties, and helping them with organizational change. Historically Salesforce is not part of these conversations, and now these conversations are happing in the boardroom.
- We work with a diverse set of customers, everything from the mining company to a auto glass manufacturer to a engineering union and we are helping them on a journey to become a customer company. **Mirza is now part of the Salesforce Advisory Board (Joining us on our CIO advisory board) CxO’s are become advocates (they are being vocal to us) Placement either here or at the end
- Because their looking at data wrong at their customers wrong. They think of customers as order not households. When we work with these customers we have to look end to end journey not product by product because sometimes they have the wrong perception of their customers and we have to show them where technology intersects with interactions. “They love their customers”
- Our framework is simple, we tell the story of the user journey, while articulating the value and defend it with the architectural blueprint. We are not focused on one industry. We cover wide range of customers and industries. Its not enough to just love your customers !
- Let me tell me you a story about Safelite Colombus Ohio based Autoglass Manufacturer
- Customers like Safelite they are not thinking about their customers as we are thinking about their customers we are helping them transition from being order centric to customer centric.
- Our ability to introduce the end to end journey importance demonstrated the power of customer information
- We showed them how to grow their business, and how to unlock potential whitespace. Parking Lot We are speaking their business language
- We also have to convince a entire IT organization that has a build first mentality, why we can do it and how. Reframe who they think they are / Redefine future state / Guided by Salesforce Parking Lot:
- We are telling these stories everyday, and we are always trying to improve Bring us closer we want to be able to represent your interest. These customers stories want to be heard. Behind Every Theme is a Customer (Customer Story) We have architecture and value stories, and we want to take these stories and share them with you. **We would like to come back on the next release cycle and to go deeper on the stories
- No Talk Track
- Commercial Persona JoJo Minor – Persona Lead Caitlin Baunach – Inspiration Lead – Collaboration Lease Syndication Persona Derek Kipps – Persona Lead Kaitlin Pleas – Inspiration Lead – Speed & Simplicity Shawn Butterfield – Photo & Video Documenter Morgan Cromartie – Photo & Video Documenter Brian August – Photo & Video Documenter Dean Tobe - Our Salesforce Executive Sponsor and Regional Vice President
- We are designing systems that revolves around your users A prototype is defined as an initial or preliminary version from which other forms are developed
- No Talk Track