SlideShare a Scribd company logo
THE CUSTOMER GAP
VIDEO LINK: http://youtu.be/xSSDeesUUsU
The customer gap
WHAT IS THE CHANGE? 
QUESTION
2min 
QUESTION: 
EVERYBODY IS TALKING ABOUT CHANGE, 
BUT WHAT IS CHANGING?
The customer gap
THE CUSTOMER GAP
According to a recent global study of 1,500 CEOs conducted by IBM, the biggest 
challenge those CEOs face is the so called complexity gap. Eight out of 10 expect 
the business environment to grow in complexity, but fewer than half feel prepared 
for the change. The research also reveals that CEOs see a lack of customer insight 
as their biggest deficit in managing complexity. They prioritize gaining customer 
insight far above other decision-related tasks and rank “customer obsession” as 
the most critical leadership trait. 
! 
SOURCE: An Anthropologist walks into a bar... 
Christian Madsbjerg and Mikkel B. Rasmussen 
HBR March 2014
EXAMPLES 
CUSTOMER GAPS
2min 
QUESTION: 
WHAT IS THE GAP BETWEEN YOUR 
ORGANIZATION AND YOUR CUSTOMERS?
The customer gap
The customer gap
The customer gap
The customer gap
The customer gap
The customer gap
THESE PEOPLE AREN'T EVEN TRYING TO DISRUPT YOUR 
BUSINESS MODEL, YOU ARE JUST COLLATERAL DAMAGE 
! 
- EDDIE JOON, BIG BANG DISRUPTION, HARVARD BUSINESS REVIEW -
The customer gap
2min 
QUESTION: 
WHAT IS THE MOST DANGEROUS THING (IN TERMS OF 
COMPETITION) SOMEONE OUTSIDE YOUR INDUSTRY IS 
DOING RIGHT NOW - IN TERMS OF POTENTIALLY 
DISRUPTING YOUR MARKET?
The customer gap
THE THREAT: 
INNOVATION IS 
SLOW EXPENSIVE 
UNCERTAIN 
“innovation is a disease”
5 YEARS - TO GET A NEW BUTTON IN MICROSOFT WORD 
6 MONTHS TO GET A NEW COFFEE MACHINE IN THE OFFICE (URBAN MYTH) 
20 YEARS TO BUILD A HIGH VOLTAGE ELECTRICAL POWER LINE 
8 MILLION EUR TO LAUNCH A SALMON HOTDOG
MARKET VALIDATION COST= $1150
KILL IDEAS 
IN A WORLD WHERE THE MARKET COST OF TESTING NEW IDEAS ARE CLOSE TO ZERO. 
YOUR NUMBER ONE JOB BECOMES TO HARVEST 
ALL IDEAS AND THEN KILL AS MANY OF THEM AS 
CHEAPLY AND QUICKLY AS POSSIBLE
The customer gap
MANAGEMENT 
STRATEGY 
DECISIONS 
CUSTOMERS 
making decisions is places as far away as possible from where decisions need to be made
2min 
QUESTION: 
WHAT ARE THE SPEED BUMPS 
HINDERING US FROM RAPID 
INNOVATION?
input / output 
innovation is the output - learning is the input
PART 2
MACHINES ARE LEARNING 
FASTER AND FASTER. 
WHY AREN’T WE?
STRUCTURED 
STRUCTURED 
DATA 
EMPLOYEES 
UNSTRUCTURED 
DATA 
SENSEMAKING 
CREATING A CULTURE WHERE EMPLOYEES 
CONTINUOUSLY FUEL THE ORGANIZATION 
WITH IDEAS AND INSIGHTS 
DATA 
INVITING AND INVOLVING 
CUSTOMERS IN THE CO-CREATION 
OF OFFERINGS 
EXISTING AND ACCESSIBLE OWNED DATA 
FROM SPREADSHEETS OR DATABASES 
UNORGANIZED DATA. EXTERNAL SOURCES. 
OFTEN OUTSIDE OF THE TRADITIONAL FIELD 
OF VIEW OF RESEARCH. 
THE HUMAN SCIENCE APPROACH TO 
UNDERSTANDING CUSTOMERS. OBSERVING 
WITHOUT HYPOTHESIS. A SITUATIONAL APPROACH 
CUSTOMER 
CENTRICITY 
RAPID 
EVALUATION 
LAUNCHING AND LEARNING FROM IDEAS LIVE IN 
THE MARKETPLACE TESTING THEM ON CONSUMERS 
AS REAL IDEAS/OFFERINGS 
CO-CREATION 
UNSTRUCTURED 
DATA 
CUSTOMERS 
CO-CREATION 
SERVICES 
AND TOOLS 
DESIGNING SERVICES IN ORDER 
TO COLLECT BRAND NEW TYPES 
OF DATA 
SOURCES OF 
LEARNING:
2min 
QUESTION: 
WHAT DATA WOULD BE MOST VALUABLE 
TO US, AND WHY?
The customer gap
VIDEO LINK: http://youtu.be/a6cNdhOKwi0 
THIS IS THE FUTURE OF THE INTERNET, IT'S ALL ABOUT PERSONAL COMMUNICATION. 
THERE ISN'T ONE PORTAL OR ONE-SIZE-FITS-ALL WEBSITE, NO COMPANY WEBSITE...
INDIVIDUAL PATHS TO PURCHASE: 
In 2012, Google and Shopper Sciences did a study of the purchase 
journey of 3,000 different customers in tech, CPG, automotive, and 
finance, and literally found 3,000 different paths to purchase. 
! 
However, there were five common hubs (online, friends & family, print media, TV, and brick and mortar) that 
consumers visited along the way to a purchase decision. Consumers chose their own journey and hit each 
point along the way in the order and time that made the most sense to them. 
! 
In B2B multiple reports show that 55 to 75 percent of the buying process has been completed prior to a prospect reaching out to a potential 
vendor. 
! 
http://www.sas.com/en_us/insights/articles/marketing/digitization-of-everything-buyers-journey.html
The customer gap
The customer gap
THE REASON WE HAVE MASS IS THAT THE COST OF COMMUNICATING TO EACH 
CUSTOMER INDIVIDUALLY WAS TO GREAT. 
THE BARRIER WAS THE COST OF TECHNOLOGY. 
TODAY TECHNOLOGY HAS BECOME SO CHEAP 
THAT THERE ISN'T A BARRIER ANYMORE. 
TESCO SENDS OUT 5 MILLION INDIVIDUAL CUSTOMER LETTERS EACH YEAR. MASS 
IS QUICKLY BECOMING THE GO-TO STRATEGY OF THE PAST.
4,- 4,-
NIKE ID APPLE
TRADITIONAL 
CAR INSURANCE
INDIVIDUAL 
CAR INSURANCE
The customer gap
2min 
QUESTION: 
WHAT WOULD THE CUSTOMER GAIN 
FROM INDIVIDUAL TAILORING?
The customer gap
The customer gap
The customer gap
The customer gap
The customer gap
The customer gap
The customer gap
The long-term consequence 
we need to get back to the drawing board 
WWW
The customer gap
The customer gap
"THE BUSINESS CULTURE IS 
USING THE WRONG MODEL 
OF HUMAN BEHAVIOR. IT IS 
GETTING PEOPLE WRONG." 
! 
"ONCE YOU START TRULY UNDERSTANDING PEOPLE'S 
BEHAVIOR, YOU WILL BEGIN TO SEE YOUR BUSINESS 
LANDSCAPE WITH A NEW CLARITY. YOU WILL RECOGNIZE 
NEW OPPORTUNITIES AND IDENTIFY 
THE SOURCES OF OLDER, SEEMINGLY INTRACTABLE 
CHALLENGES." 
! 
- THE MOMENT OF CLARITY - 
CHRISTIAN MADSBJERG AND MIKKEL B. RASMUSSEN
"THINK ABOUT CUSTOMER 
SERVICES BEFORE YOU THINK 
ABOUT THE PRODUCT. SERVICE 
PROVIDES A CONTINUOUS SOURCE 
OF INCOME. THE PRODUCT IS 
WORTHLESS WITHOUT CUSTOMER 
EXPERIENCE." 
! 
- Professor Solomon Darwin, Berkeley
2min 
QUESTION: 
WHO ARE YOUR CUSTOMERS?
THE JOB-TO-BE-DONE
VIDEO LINK: HTTP://YOUTU.BE/F84LYMES67Y
2min 
QUESTION: 
WHAT PEOPLE ARE DOING BECOMES MORE 
IMPORTANT THAN WHO THEY ARE. 
WHAT JOB IS HAPPENING IN PEOPLES 
LIVES THAT CAUSES THEM TO HIRE YOUR 
PRODUCT? 
- HOW DO YOU IMPROVE THE PRODUCT?
The customer gap
The customer gap
COMPANIES ROUTINELY INVEST IN TECHNOLOGY, AND TOO 
OFTEN FEEL THEY GET ROUTINE RESULTS. TECHNOLOGY’S 
PROMISE IS NOT SIMPLY TO AUTOMATE PROCESSES, BUT TO 
OPEN ROUTES TO NEW WAYS OF DOING BUSINESS. 
! 
78% of respondents, achieving digital transformation will become critical to their organizations within the next two years. 
However, 63% said the pace of technology change in their organization is too slow. 
The most frequently cited obstacle to digital transformation was “lack of urgency.” 
! 
MIT Sloan Management Review 
http://sloanreview.mit.edu/projects/embracing-digital-technology/
The customer gap
EXISTING KPI's [impossible to measure accurately and difficult to se the relevant value from] 
45% 25% 15% LEADS 
45% should be more 
positive to the brand 
50% 70% 
25% should be more 
interested in booking a new 
trip 
(revenue and redemption) 
15% shall have knowledge 
about the advantages of 
the bonus program incl. 
Partnerships. 
Create new leads/members 
to bonus program 
50% of the target group 
should have read the 
magazine/content 
70% have a high liking 
SUGGESTED ADDITIONAL DIGITAL KPI's 
CLV SHARE 
OF FLIGHTS 
(LOYALTY) 
FLIGHTS 
BONUS 
PROGRAM 
USAGE 
Increased Customer Life 
Time Value (membership) 
NEW 
BUSINESS 
MODELS 
SALES 
Increased loyalty (of the times 
you fly, how often do you fly with us) 
Increased number of flights 
(travels) pr. customer 
(proactivity) 
Increased usage of bonus 
points and partners 
Revenue from new digital 
business models and 
number of partnerships 
Sales / growth 
LEADS 
Create new leads/members 
to bonus program
The customer gap

More Related Content

What's hot

The Customer OS - Why digital isn’t digital and customers hold the key to you...
The Customer OS - Why digital isn’t digital and customers hold the key to you...The Customer OS - Why digital isn’t digital and customers hold the key to you...
The Customer OS - Why digital isn’t digital and customers hold the key to you...
Helge Tennø
 
Input Variables - Presentation ADC*E Festival ‘17
Input Variables - Presentation ADC*E Festival ‘17Input Variables - Presentation ADC*E Festival ‘17
Input Variables - Presentation ADC*E Festival ‘17
Helge Tennø
 
Inevitable
InevitableInevitable
Inevitable
Helge Tennø
 
50 quotes from leaders on customer obsession, customer culture and customer c...
50 quotes from leaders on customer obsession, customer culture and customer c...50 quotes from leaders on customer obsession, customer culture and customer c...
50 quotes from leaders on customer obsession, customer culture and customer c...
MarketCulture
 
We need change
We need changeWe need change
We need change
Helge Tennø
 
Mental Models and Organizations Amid Growing Complexity
Mental Models and Organizations Amid Growing ComplexityMental Models and Organizations Amid Growing Complexity
Mental Models and Organizations Amid Growing Complexity
Helge Tennø
 
Brand Services / Service Design Drinks
Brand Services / Service Design DrinksBrand Services / Service Design Drinks
Brand Services / Service Design Drinks
Service Design Berlin
 
We Are Running Our Organizations on Old Data
We Are Running Our Organizations on Old DataWe Are Running Our Organizations on Old Data
We Are Running Our Organizations on Old Data
Helge Tennø
 
Disruptive Innovation
Disruptive InnovationDisruptive Innovation
Disruptive Innovation
FreedomLab Future Studies
 
Improving Experiences with Service Design - MOSO2015
Improving Experiences with Service Design - MOSO2015Improving Experiences with Service Design - MOSO2015
Improving Experiences with Service Design - MOSO2015
Jason Fiske
 
Content Marketing = Brand New Marketing?
Content Marketing = Brand New Marketing?Content Marketing = Brand New Marketing?
Content Marketing = Brand New Marketing?
Helge Tennø
 
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...
Andrej Balaz
 
Apps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule DarmstadtApps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule Darmstadt
Martin Jordan
 
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Martin Jordan
 
The Business Model of Consulting is Dead
The Business Model of Consulting is DeadThe Business Model of Consulting is Dead
The Business Model of Consulting is Dead
Patrick Van der Pijl
 
Optimisation is the New Black
Optimisation is the New BlackOptimisation is the New Black
Optimisation is the New Black
digital balance
 
Apps as Machines — at FH Potsdam
Apps as Machines — at FH PotsdamApps as Machines — at FH Potsdam
Apps as Machines — at FH Potsdam
Martin Jordan
 
L09 The Innovator's Dilemma
L09 The Innovator's DilemmaL09 The Innovator's Dilemma
L09 The Innovator's Dilemma
Ólafur Andri Ragnarsson
 
Get to know your audience models: a planner's guide.
Get to know your audience models: a planner's guide.Get to know your audience models: a planner's guide.
Get to know your audience models: a planner's guide.
digital balance
 
Consumer trends and the way they affect retail
Consumer trends and the way they affect retailConsumer trends and the way they affect retail
Consumer trends and the way they affect retail
Alain Thys
 

What's hot (20)

The Customer OS - Why digital isn’t digital and customers hold the key to you...
The Customer OS - Why digital isn’t digital and customers hold the key to you...The Customer OS - Why digital isn’t digital and customers hold the key to you...
The Customer OS - Why digital isn’t digital and customers hold the key to you...
 
Input Variables - Presentation ADC*E Festival ‘17
Input Variables - Presentation ADC*E Festival ‘17Input Variables - Presentation ADC*E Festival ‘17
Input Variables - Presentation ADC*E Festival ‘17
 
Inevitable
InevitableInevitable
Inevitable
 
50 quotes from leaders on customer obsession, customer culture and customer c...
50 quotes from leaders on customer obsession, customer culture and customer c...50 quotes from leaders on customer obsession, customer culture and customer c...
50 quotes from leaders on customer obsession, customer culture and customer c...
 
We need change
We need changeWe need change
We need change
 
Mental Models and Organizations Amid Growing Complexity
Mental Models and Organizations Amid Growing ComplexityMental Models and Organizations Amid Growing Complexity
Mental Models and Organizations Amid Growing Complexity
 
Brand Services / Service Design Drinks
Brand Services / Service Design DrinksBrand Services / Service Design Drinks
Brand Services / Service Design Drinks
 
We Are Running Our Organizations on Old Data
We Are Running Our Organizations on Old DataWe Are Running Our Organizations on Old Data
We Are Running Our Organizations on Old Data
 
Disruptive Innovation
Disruptive InnovationDisruptive Innovation
Disruptive Innovation
 
Improving Experiences with Service Design - MOSO2015
Improving Experiences with Service Design - MOSO2015Improving Experiences with Service Design - MOSO2015
Improving Experiences with Service Design - MOSO2015
 
Content Marketing = Brand New Marketing?
Content Marketing = Brand New Marketing?Content Marketing = Brand New Marketing?
Content Marketing = Brand New Marketing?
 
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...
JTBD Meetup #12: Framing Jobs, Insights from Alan Klement's publication on Jo...
 
Apps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule DarmstadtApps as Machines — at Hochschule Darmstadt
Apps as Machines — at Hochschule Darmstadt
 
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
Integrating JTBD into existing tools & frameworks / Jobs-to-be-Done Meetup Be...
 
The Business Model of Consulting is Dead
The Business Model of Consulting is DeadThe Business Model of Consulting is Dead
The Business Model of Consulting is Dead
 
Optimisation is the New Black
Optimisation is the New BlackOptimisation is the New Black
Optimisation is the New Black
 
Apps as Machines — at FH Potsdam
Apps as Machines — at FH PotsdamApps as Machines — at FH Potsdam
Apps as Machines — at FH Potsdam
 
L09 The Innovator's Dilemma
L09 The Innovator's DilemmaL09 The Innovator's Dilemma
L09 The Innovator's Dilemma
 
Get to know your audience models: a planner's guide.
Get to know your audience models: a planner's guide.Get to know your audience models: a planner's guide.
Get to know your audience models: a planner's guide.
 
Consumer trends and the way they affect retail
Consumer trends and the way they affect retailConsumer trends and the way they affect retail
Consumer trends and the way they affect retail
 

Viewers also liked

You Can't Go Wrong With Beige
You Can't Go Wrong With BeigeYou Can't Go Wrong With Beige
You Can't Go Wrong With Beige
Helge Tennø
 
Having original ideas in a world of collective thinking
Having original ideas in a world of collective thinkingHaving original ideas in a world of collective thinking
Having original ideas in a world of collective thinking
Helge Tennø
 
Measuring our way to future success
Measuring our way to future successMeasuring our way to future success
Measuring our way to future success
Helge Tennø
 
Closing the Customer Gap--Growth Answers Meet the eXpert
Closing the Customer Gap--Growth Answers Meet the eXpertClosing the Customer Gap--Growth Answers Meet the eXpert
Closing the Customer Gap--Growth Answers Meet the eXpert
J Mark Walker
 
Brand positioning and identification
Brand positioning and identificationBrand positioning and identification
Brand positioning and identification
Four Points by Sheraton
 
Firstimpression, Marketing, Brand and Participants
Firstimpression, Marketing, Brand and ParticipantsFirstimpression, Marketing, Brand and Participants
Firstimpression, Marketing, Brand and Participants
Helge Tennø
 
Keynote Kung-Fu: Streamlining Your Design Workflow With Keynote
Keynote Kung-Fu: Streamlining Your Design Workflow With KeynoteKeynote Kung-Fu: Streamlining Your Design Workflow With Keynote
Keynote Kung-Fu: Streamlining Your Design Workflow With Keynote
Travis Isaacs
 
How to measure brand positioning 20110126
How to measure brand positioning 20110126How to measure brand positioning 20110126
How to measure brand positioning 20110126
Thomas Dmoch
 
Recognizing Opportunities
Recognizing OpportunitiesRecognizing Opportunities
Recognizing Opportunities
GC
 
Fagmøte om Omni-Channel Marketing - Agenda
Fagmøte om Omni-Channel Marketing - AgendaFagmøte om Omni-Channel Marketing - Agenda
Fagmøte om Omni-Channel Marketing - Agenda
Helge Tennø
 
Keynote Kung-Fu: Black Belt
Keynote Kung-Fu: Black BeltKeynote Kung-Fu: Black Belt
Keynote Kung-Fu: Black Belt
Travis Isaacs
 
Recognizing Opportunities and generating Ideas.
Recognizing Opportunities and generating Ideas.Recognizing Opportunities and generating Ideas.
Recognizing Opportunities and generating Ideas.
Fahad Mahmood
 
Gap New Segmentation Integrated Marketing Plan
Gap New Segmentation Integrated Marketing PlanGap New Segmentation Integrated Marketing Plan
Gap New Segmentation Integrated Marketing Plan
Qiang Zhang
 
Brand Positioning Model
Brand Positioning Model Brand Positioning Model
Brand Positioning Model
Tony Monda
 
Customer Gap.....in Service Sector A case based on KFC...
Customer Gap.....in Service Sector A case based on KFC...Customer Gap.....in Service Sector A case based on KFC...
Customer Gap.....in Service Sector A case based on KFC...
Rabbani sunny
 
Customer As Strategy
Customer As StrategyCustomer As Strategy
Customer As Strategy
Helge Tennø
 
Keynote Kung-Fu: How to wireframe like a ninja
Keynote Kung-Fu: How to wireframe like a ninjaKeynote Kung-Fu: How to wireframe like a ninja
Keynote Kung-Fu: How to wireframe like a ninja
Travis Isaacs
 
Gap model
Gap model Gap model
Gap model
Richa Keswani
 
Technology Will Disrupt - Why, What and How?
Technology Will Disrupt - Why, What and How?Technology Will Disrupt - Why, What and How?
Technology Will Disrupt - Why, What and How?
Helge Tennø
 
From customer hostility to customer centricity
From customer hostility to customer centricityFrom customer hostility to customer centricity
From customer hostility to customer centricity
Helge Tennø
 

Viewers also liked (20)

You Can't Go Wrong With Beige
You Can't Go Wrong With BeigeYou Can't Go Wrong With Beige
You Can't Go Wrong With Beige
 
Having original ideas in a world of collective thinking
Having original ideas in a world of collective thinkingHaving original ideas in a world of collective thinking
Having original ideas in a world of collective thinking
 
Measuring our way to future success
Measuring our way to future successMeasuring our way to future success
Measuring our way to future success
 
Closing the Customer Gap--Growth Answers Meet the eXpert
Closing the Customer Gap--Growth Answers Meet the eXpertClosing the Customer Gap--Growth Answers Meet the eXpert
Closing the Customer Gap--Growth Answers Meet the eXpert
 
Brand positioning and identification
Brand positioning and identificationBrand positioning and identification
Brand positioning and identification
 
Firstimpression, Marketing, Brand and Participants
Firstimpression, Marketing, Brand and ParticipantsFirstimpression, Marketing, Brand and Participants
Firstimpression, Marketing, Brand and Participants
 
Keynote Kung-Fu: Streamlining Your Design Workflow With Keynote
Keynote Kung-Fu: Streamlining Your Design Workflow With KeynoteKeynote Kung-Fu: Streamlining Your Design Workflow With Keynote
Keynote Kung-Fu: Streamlining Your Design Workflow With Keynote
 
How to measure brand positioning 20110126
How to measure brand positioning 20110126How to measure brand positioning 20110126
How to measure brand positioning 20110126
 
Recognizing Opportunities
Recognizing OpportunitiesRecognizing Opportunities
Recognizing Opportunities
 
Fagmøte om Omni-Channel Marketing - Agenda
Fagmøte om Omni-Channel Marketing - AgendaFagmøte om Omni-Channel Marketing - Agenda
Fagmøte om Omni-Channel Marketing - Agenda
 
Keynote Kung-Fu: Black Belt
Keynote Kung-Fu: Black BeltKeynote Kung-Fu: Black Belt
Keynote Kung-Fu: Black Belt
 
Recognizing Opportunities and generating Ideas.
Recognizing Opportunities and generating Ideas.Recognizing Opportunities and generating Ideas.
Recognizing Opportunities and generating Ideas.
 
Gap New Segmentation Integrated Marketing Plan
Gap New Segmentation Integrated Marketing PlanGap New Segmentation Integrated Marketing Plan
Gap New Segmentation Integrated Marketing Plan
 
Brand Positioning Model
Brand Positioning Model Brand Positioning Model
Brand Positioning Model
 
Customer Gap.....in Service Sector A case based on KFC...
Customer Gap.....in Service Sector A case based on KFC...Customer Gap.....in Service Sector A case based on KFC...
Customer Gap.....in Service Sector A case based on KFC...
 
Customer As Strategy
Customer As StrategyCustomer As Strategy
Customer As Strategy
 
Keynote Kung-Fu: How to wireframe like a ninja
Keynote Kung-Fu: How to wireframe like a ninjaKeynote Kung-Fu: How to wireframe like a ninja
Keynote Kung-Fu: How to wireframe like a ninja
 
Gap model
Gap model Gap model
Gap model
 
Technology Will Disrupt - Why, What and How?
Technology Will Disrupt - Why, What and How?Technology Will Disrupt - Why, What and How?
Technology Will Disrupt - Why, What and How?
 
From customer hostility to customer centricity
From customer hostility to customer centricityFrom customer hostility to customer centricity
From customer hostility to customer centricity
 

Similar to The customer gap

Change toolsandideastomeetthefuture-140326151910-phpapp01
Change toolsandideastomeetthefuture-140326151910-phpapp01Change toolsandideastomeetthefuture-140326151910-phpapp01
Change toolsandideastomeetthefuture-140326151910-phpapp01
Courtney Haley
 
How to Survive in a Fast-Changing World | Business Model Innovation
How to Survive in a Fast-Changing World | Business Model InnovationHow to Survive in a Fast-Changing World | Business Model Innovation
How to Survive in a Fast-Changing World | Business Model Innovation
Anja Hoffmann
 
Managing The Future Expectations Of The Hyper-Connected Consumer
Managing The Future Expectations Of The Hyper-Connected ConsumerManaging The Future Expectations Of The Hyper-Connected Consumer
Managing The Future Expectations Of The Hyper-Connected Consumer
Miel Van Opstal
 
RedLink Presentation
RedLink PresentationRedLink Presentation
RedLink Presentation
Atypon
 
A Hitchhiker’s Guide to the Digital Economy for Banks by Ilker Tasdemir
A Hitchhiker’s Guide to the Digital Economy for Banks by Ilker TasdemirA Hitchhiker’s Guide to the Digital Economy for Banks by Ilker Tasdemir
A Hitchhiker’s Guide to the Digital Economy for Banks by Ilker Tasdemir
MDS ap
 
Drucker chapter 2
Drucker chapter 2Drucker chapter 2
Drucker chapter 2
detjen
 
Drucker chapter 2
Drucker chapter 2Drucker chapter 2
Drucker chapter 2
detjen
 
8 Interactive Trends Changing the Business Landscape
8 Interactive Trends Changing the Business Landscape8 Interactive Trends Changing the Business Landscape
8 Interactive Trends Changing the Business Landscape
Tim Sandlund
 
The Future of Engagement
The Future of EngagementThe Future of Engagement
The Future of Engagement
Dave Norton
 
Digital Marketing 101 5496
Digital Marketing 101 5496Digital Marketing 101 5496
Digital Marketing 101 5496
prashantnandan1
 
Digital + Marketing 101
Digital + Marketing 101Digital + Marketing 101
Digital + Marketing 101
Joanna Peña-Bickley
 
Flying High in a Globally Connected World
Flying High in a Globally Connected WorldFlying High in a Globally Connected World
Flying High in a Globally Connected World
Anja Hoffmann
 
C2B - "Consumer to Business" The Next Internet Reveloution.
C2B - "Consumer to Business" The Next Internet Reveloution. C2B - "Consumer to Business" The Next Internet Reveloution.
C2B - "Consumer to Business" The Next Internet Reveloution.
Matt Crowe
 
Transformación Digital
Transformación DigitalTransformación Digital
Transformación Digital
Paradigma Digital
 
Pip Stocks' presentation at Mumbrella's Retail Marketing Summit 2017
Pip Stocks' presentation at Mumbrella's Retail Marketing Summit 2017Pip Stocks' presentation at Mumbrella's Retail Marketing Summit 2017
Pip Stocks' presentation at Mumbrella's Retail Marketing Summit 2017
Ruperta Daher
 
Daring to be Digital - Glasgow - 26th Nov 2013
Daring to be Digital - Glasgow - 26th Nov 2013Daring to be Digital - Glasgow - 26th Nov 2013
Daring to be Digital - Glasgow - 26th Nov 2013
Precedent
 
future_of_work
future_of_workfuture_of_work
future_of_work
Paul Kingston
 
What does Digital Disruption look like?
What does Digital Disruption look like?What does Digital Disruption look like?
What does Digital Disruption look like?
Mike Shaw
 
The essential elements of a digital transformation strategy
The essential elements of a digital transformation strategyThe essential elements of a digital transformation strategy
The essential elements of a digital transformation strategy
Marcel Santilli
 
Marketing ecosystem: 7 challenges facing marketers today
Marketing ecosystem: 7 challenges facing marketers todayMarketing ecosystem: 7 challenges facing marketers today
Marketing ecosystem: 7 challenges facing marketers today
Tony Davis
 

Similar to The customer gap (20)

Change toolsandideastomeetthefuture-140326151910-phpapp01
Change toolsandideastomeetthefuture-140326151910-phpapp01Change toolsandideastomeetthefuture-140326151910-phpapp01
Change toolsandideastomeetthefuture-140326151910-phpapp01
 
How to Survive in a Fast-Changing World | Business Model Innovation
How to Survive in a Fast-Changing World | Business Model InnovationHow to Survive in a Fast-Changing World | Business Model Innovation
How to Survive in a Fast-Changing World | Business Model Innovation
 
Managing The Future Expectations Of The Hyper-Connected Consumer
Managing The Future Expectations Of The Hyper-Connected ConsumerManaging The Future Expectations Of The Hyper-Connected Consumer
Managing The Future Expectations Of The Hyper-Connected Consumer
 
RedLink Presentation
RedLink PresentationRedLink Presentation
RedLink Presentation
 
A Hitchhiker’s Guide to the Digital Economy for Banks by Ilker Tasdemir
A Hitchhiker’s Guide to the Digital Economy for Banks by Ilker TasdemirA Hitchhiker’s Guide to the Digital Economy for Banks by Ilker Tasdemir
A Hitchhiker’s Guide to the Digital Economy for Banks by Ilker Tasdemir
 
Drucker chapter 2
Drucker chapter 2Drucker chapter 2
Drucker chapter 2
 
Drucker chapter 2
Drucker chapter 2Drucker chapter 2
Drucker chapter 2
 
8 Interactive Trends Changing the Business Landscape
8 Interactive Trends Changing the Business Landscape8 Interactive Trends Changing the Business Landscape
8 Interactive Trends Changing the Business Landscape
 
The Future of Engagement
The Future of EngagementThe Future of Engagement
The Future of Engagement
 
Digital Marketing 101 5496
Digital Marketing 101 5496Digital Marketing 101 5496
Digital Marketing 101 5496
 
Digital + Marketing 101
Digital + Marketing 101Digital + Marketing 101
Digital + Marketing 101
 
Flying High in a Globally Connected World
Flying High in a Globally Connected WorldFlying High in a Globally Connected World
Flying High in a Globally Connected World
 
C2B - "Consumer to Business" The Next Internet Reveloution.
C2B - "Consumer to Business" The Next Internet Reveloution. C2B - "Consumer to Business" The Next Internet Reveloution.
C2B - "Consumer to Business" The Next Internet Reveloution.
 
Transformación Digital
Transformación DigitalTransformación Digital
Transformación Digital
 
Pip Stocks' presentation at Mumbrella's Retail Marketing Summit 2017
Pip Stocks' presentation at Mumbrella's Retail Marketing Summit 2017Pip Stocks' presentation at Mumbrella's Retail Marketing Summit 2017
Pip Stocks' presentation at Mumbrella's Retail Marketing Summit 2017
 
Daring to be Digital - Glasgow - 26th Nov 2013
Daring to be Digital - Glasgow - 26th Nov 2013Daring to be Digital - Glasgow - 26th Nov 2013
Daring to be Digital - Glasgow - 26th Nov 2013
 
future_of_work
future_of_workfuture_of_work
future_of_work
 
What does Digital Disruption look like?
What does Digital Disruption look like?What does Digital Disruption look like?
What does Digital Disruption look like?
 
The essential elements of a digital transformation strategy
The essential elements of a digital transformation strategyThe essential elements of a digital transformation strategy
The essential elements of a digital transformation strategy
 
Marketing ecosystem: 7 challenges facing marketers today
Marketing ecosystem: 7 challenges facing marketers todayMarketing ecosystem: 7 challenges facing marketers today
Marketing ecosystem: 7 challenges facing marketers today
 

More from Helge Tennø

Business experimentation
Business experimentationBusiness experimentation
Business experimentation
Helge Tennø
 
Agile Customer Thinking - Introduction Workshop
Agile Customer Thinking - Introduction WorkshopAgile Customer Thinking - Introduction Workshop
Agile Customer Thinking - Introduction Workshop
Helge Tennø
 
Our imagination is taken hostage (by outdated input variables)
Our imagination is taken hostage (by outdated input variables)Our imagination is taken hostage (by outdated input variables)
Our imagination is taken hostage (by outdated input variables)
Helge Tennø
 
The Outcome Economy
The Outcome EconomyThe Outcome Economy
The Outcome Economy
Helge Tennø
 
Grow your thinking
Grow your thinkingGrow your thinking
Grow your thinking
Helge Tennø
 
The Next Generation Content Is The Product
The Next Generation Content Is The ProductThe Next Generation Content Is The Product
The Next Generation Content Is The Product
Helge Tennø
 
Companies are designed to keep customers out
Companies are designed to keep customers outCompanies are designed to keep customers out
Companies are designed to keep customers out
Helge Tennø
 
In the end, the best customer experience wins, no matter who makes it - v.2
In the end, the best customer experience wins, no matter who makes it - v.2In the end, the best customer experience wins, no matter who makes it - v.2
In the end, the best customer experience wins, no matter who makes it - v.2
Helge Tennø
 
The Customer Job To Be Done Canvas - Prototype
The Customer Job To Be Done Canvas - PrototypeThe Customer Job To Be Done Canvas - Prototype
The Customer Job To Be Done Canvas - Prototype
Helge Tennø
 
New Demand Patterns - How customers are changing the landscape of communicati...
New Demand Patterns - How customers are changing the landscape of communicati...New Demand Patterns - How customers are changing the landscape of communicati...
New Demand Patterns - How customers are changing the landscape of communicati...
Helge Tennø
 
The current change in communication investments
The current change in communication investmentsThe current change in communication investments
The current change in communication investments
Helge Tennø
 
Ignite us
Ignite usIgnite us
Ignite us
Helge Tennø
 
Business culture is changing, and so will technology, design and communication
Business culture is changing, and so will technology, design and communicationBusiness culture is changing, and so will technology, design and communication
Business culture is changing, and so will technology, design and communication
Helge Tennø
 

More from Helge Tennø (13)

Business experimentation
Business experimentationBusiness experimentation
Business experimentation
 
Agile Customer Thinking - Introduction Workshop
Agile Customer Thinking - Introduction WorkshopAgile Customer Thinking - Introduction Workshop
Agile Customer Thinking - Introduction Workshop
 
Our imagination is taken hostage (by outdated input variables)
Our imagination is taken hostage (by outdated input variables)Our imagination is taken hostage (by outdated input variables)
Our imagination is taken hostage (by outdated input variables)
 
The Outcome Economy
The Outcome EconomyThe Outcome Economy
The Outcome Economy
 
Grow your thinking
Grow your thinkingGrow your thinking
Grow your thinking
 
The Next Generation Content Is The Product
The Next Generation Content Is The ProductThe Next Generation Content Is The Product
The Next Generation Content Is The Product
 
Companies are designed to keep customers out
Companies are designed to keep customers outCompanies are designed to keep customers out
Companies are designed to keep customers out
 
In the end, the best customer experience wins, no matter who makes it - v.2
In the end, the best customer experience wins, no matter who makes it - v.2In the end, the best customer experience wins, no matter who makes it - v.2
In the end, the best customer experience wins, no matter who makes it - v.2
 
The Customer Job To Be Done Canvas - Prototype
The Customer Job To Be Done Canvas - PrototypeThe Customer Job To Be Done Canvas - Prototype
The Customer Job To Be Done Canvas - Prototype
 
New Demand Patterns - How customers are changing the landscape of communicati...
New Demand Patterns - How customers are changing the landscape of communicati...New Demand Patterns - How customers are changing the landscape of communicati...
New Demand Patterns - How customers are changing the landscape of communicati...
 
The current change in communication investments
The current change in communication investmentsThe current change in communication investments
The current change in communication investments
 
Ignite us
Ignite usIgnite us
Ignite us
 
Business culture is changing, and so will technology, design and communication
Business culture is changing, and so will technology, design and communicationBusiness culture is changing, and so will technology, design and communication
Business culture is changing, and so will technology, design and communication
 

The customer gap

  • 4. WHAT IS THE CHANGE? QUESTION
  • 5. 2min QUESTION: EVERYBODY IS TALKING ABOUT CHANGE, BUT WHAT IS CHANGING?
  • 8. According to a recent global study of 1,500 CEOs conducted by IBM, the biggest challenge those CEOs face is the so called complexity gap. Eight out of 10 expect the business environment to grow in complexity, but fewer than half feel prepared for the change. The research also reveals that CEOs see a lack of customer insight as their biggest deficit in managing complexity. They prioritize gaining customer insight far above other decision-related tasks and rank “customer obsession” as the most critical leadership trait. ! SOURCE: An Anthropologist walks into a bar... Christian Madsbjerg and Mikkel B. Rasmussen HBR March 2014
  • 10. 2min QUESTION: WHAT IS THE GAP BETWEEN YOUR ORGANIZATION AND YOUR CUSTOMERS?
  • 17. THESE PEOPLE AREN'T EVEN TRYING TO DISRUPT YOUR BUSINESS MODEL, YOU ARE JUST COLLATERAL DAMAGE ! - EDDIE JOON, BIG BANG DISRUPTION, HARVARD BUSINESS REVIEW -
  • 19. 2min QUESTION: WHAT IS THE MOST DANGEROUS THING (IN TERMS OF COMPETITION) SOMEONE OUTSIDE YOUR INDUSTRY IS DOING RIGHT NOW - IN TERMS OF POTENTIALLY DISRUPTING YOUR MARKET?
  • 21. THE THREAT: INNOVATION IS SLOW EXPENSIVE UNCERTAIN “innovation is a disease”
  • 22. 5 YEARS - TO GET A NEW BUTTON IN MICROSOFT WORD 6 MONTHS TO GET A NEW COFFEE MACHINE IN THE OFFICE (URBAN MYTH) 20 YEARS TO BUILD A HIGH VOLTAGE ELECTRICAL POWER LINE 8 MILLION EUR TO LAUNCH A SALMON HOTDOG
  • 24. KILL IDEAS IN A WORLD WHERE THE MARKET COST OF TESTING NEW IDEAS ARE CLOSE TO ZERO. YOUR NUMBER ONE JOB BECOMES TO HARVEST ALL IDEAS AND THEN KILL AS MANY OF THEM AS CHEAPLY AND QUICKLY AS POSSIBLE
  • 26. MANAGEMENT STRATEGY DECISIONS CUSTOMERS making decisions is places as far away as possible from where decisions need to be made
  • 27. 2min QUESTION: WHAT ARE THE SPEED BUMPS HINDERING US FROM RAPID INNOVATION?
  • 28. input / output innovation is the output - learning is the input
  • 30. MACHINES ARE LEARNING FASTER AND FASTER. WHY AREN’T WE?
  • 31. STRUCTURED STRUCTURED DATA EMPLOYEES UNSTRUCTURED DATA SENSEMAKING CREATING A CULTURE WHERE EMPLOYEES CONTINUOUSLY FUEL THE ORGANIZATION WITH IDEAS AND INSIGHTS DATA INVITING AND INVOLVING CUSTOMERS IN THE CO-CREATION OF OFFERINGS EXISTING AND ACCESSIBLE OWNED DATA FROM SPREADSHEETS OR DATABASES UNORGANIZED DATA. EXTERNAL SOURCES. OFTEN OUTSIDE OF THE TRADITIONAL FIELD OF VIEW OF RESEARCH. THE HUMAN SCIENCE APPROACH TO UNDERSTANDING CUSTOMERS. OBSERVING WITHOUT HYPOTHESIS. A SITUATIONAL APPROACH CUSTOMER CENTRICITY RAPID EVALUATION LAUNCHING AND LEARNING FROM IDEAS LIVE IN THE MARKETPLACE TESTING THEM ON CONSUMERS AS REAL IDEAS/OFFERINGS CO-CREATION UNSTRUCTURED DATA CUSTOMERS CO-CREATION SERVICES AND TOOLS DESIGNING SERVICES IN ORDER TO COLLECT BRAND NEW TYPES OF DATA SOURCES OF LEARNING:
  • 32. 2min QUESTION: WHAT DATA WOULD BE MOST VALUABLE TO US, AND WHY?
  • 34. VIDEO LINK: http://youtu.be/a6cNdhOKwi0 THIS IS THE FUTURE OF THE INTERNET, IT'S ALL ABOUT PERSONAL COMMUNICATION. THERE ISN'T ONE PORTAL OR ONE-SIZE-FITS-ALL WEBSITE, NO COMPANY WEBSITE...
  • 35. INDIVIDUAL PATHS TO PURCHASE: In 2012, Google and Shopper Sciences did a study of the purchase journey of 3,000 different customers in tech, CPG, automotive, and finance, and literally found 3,000 different paths to purchase. ! However, there were five common hubs (online, friends & family, print media, TV, and brick and mortar) that consumers visited along the way to a purchase decision. Consumers chose their own journey and hit each point along the way in the order and time that made the most sense to them. ! In B2B multiple reports show that 55 to 75 percent of the buying process has been completed prior to a prospect reaching out to a potential vendor. ! http://www.sas.com/en_us/insights/articles/marketing/digitization-of-everything-buyers-journey.html
  • 38. THE REASON WE HAVE MASS IS THAT THE COST OF COMMUNICATING TO EACH CUSTOMER INDIVIDUALLY WAS TO GREAT. THE BARRIER WAS THE COST OF TECHNOLOGY. TODAY TECHNOLOGY HAS BECOME SO CHEAP THAT THERE ISN'T A BARRIER ANYMORE. TESCO SENDS OUT 5 MILLION INDIVIDUAL CUSTOMER LETTERS EACH YEAR. MASS IS QUICKLY BECOMING THE GO-TO STRATEGY OF THE PAST.
  • 44. 2min QUESTION: WHAT WOULD THE CUSTOMER GAIN FROM INDIVIDUAL TAILORING?
  • 52. The long-term consequence we need to get back to the drawing board WWW
  • 55. "THE BUSINESS CULTURE IS USING THE WRONG MODEL OF HUMAN BEHAVIOR. IT IS GETTING PEOPLE WRONG." ! "ONCE YOU START TRULY UNDERSTANDING PEOPLE'S BEHAVIOR, YOU WILL BEGIN TO SEE YOUR BUSINESS LANDSCAPE WITH A NEW CLARITY. YOU WILL RECOGNIZE NEW OPPORTUNITIES AND IDENTIFY THE SOURCES OF OLDER, SEEMINGLY INTRACTABLE CHALLENGES." ! - THE MOMENT OF CLARITY - CHRISTIAN MADSBJERG AND MIKKEL B. RASMUSSEN
  • 56. "THINK ABOUT CUSTOMER SERVICES BEFORE YOU THINK ABOUT THE PRODUCT. SERVICE PROVIDES A CONTINUOUS SOURCE OF INCOME. THE PRODUCT IS WORTHLESS WITHOUT CUSTOMER EXPERIENCE." ! - Professor Solomon Darwin, Berkeley
  • 57. 2min QUESTION: WHO ARE YOUR CUSTOMERS?
  • 60. 2min QUESTION: WHAT PEOPLE ARE DOING BECOMES MORE IMPORTANT THAN WHO THEY ARE. WHAT JOB IS HAPPENING IN PEOPLES LIVES THAT CAUSES THEM TO HIRE YOUR PRODUCT? - HOW DO YOU IMPROVE THE PRODUCT?
  • 63. COMPANIES ROUTINELY INVEST IN TECHNOLOGY, AND TOO OFTEN FEEL THEY GET ROUTINE RESULTS. TECHNOLOGY’S PROMISE IS NOT SIMPLY TO AUTOMATE PROCESSES, BUT TO OPEN ROUTES TO NEW WAYS OF DOING BUSINESS. ! 78% of respondents, achieving digital transformation will become critical to their organizations within the next two years. However, 63% said the pace of technology change in their organization is too slow. The most frequently cited obstacle to digital transformation was “lack of urgency.” ! MIT Sloan Management Review http://sloanreview.mit.edu/projects/embracing-digital-technology/
  • 65. EXISTING KPI's [impossible to measure accurately and difficult to se the relevant value from] 45% 25% 15% LEADS 45% should be more positive to the brand 50% 70% 25% should be more interested in booking a new trip (revenue and redemption) 15% shall have knowledge about the advantages of the bonus program incl. Partnerships. Create new leads/members to bonus program 50% of the target group should have read the magazine/content 70% have a high liking SUGGESTED ADDITIONAL DIGITAL KPI's CLV SHARE OF FLIGHTS (LOYALTY) FLIGHTS BONUS PROGRAM USAGE Increased Customer Life Time Value (membership) NEW BUSINESS MODELS SALES Increased loyalty (of the times you fly, how often do you fly with us) Increased number of flights (travels) pr. customer (proactivity) Increased usage of bonus points and partners Revenue from new digital business models and number of partnerships Sales / growth LEADS Create new leads/members to bonus program