dewa uae dec 2012
DESCRIPTION
Presentation Keynote themed on Customer Centricity - relevant to Public and Private sectors. Delivered in Dubai at the Annual DEWA event. WHAT IS THE MAGIC that creates the repeated success while meanwhile previous giants stumble and fall (think Kodak, Nokia, RIM etc.)TRANSCRIPT
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Outside In: The Power of Putting Customers at
the Centre of Your Enterprise Steve Towers
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• The Outside In approach – The customer is the center of your enterprise. The new shift in business thinking and practice.
• Improving processes to deliver better customer experience and breaking down the cultural barriers to better support customers.
• Challenges and opportunities of putting customers at the centre of the enterprise.
• How to apply this new Outside In thinking in the public sector and deliver world class service.
• How to realign the organizational culture to gain the Outside In advantage.
• Best methods and approaches to begin the journey to Outside In (before it is too late)
Outside In: The Power of Putting Customers at the Centre of Your Enterprise
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Steve Towers
Steve.tow
Join me on Linked In: http://bit.ly/LinkWithSteve
OUTSIDE IN The Power of Putting the Customer at the centre of your Enterprise
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www.stevetowers.com www.bpgroup.org www.certifiedprocessprofessional.com
www.towersassociates.com www.oibpm.com
Reiki NLP
Hypnosis
Industrial Engineering O&M Systems Ops Research Outside-In
Originally an Industrial Engineer worked in Operations, Marketing & Systems from the front line to the ‘C’ Level.
Also a qualified Master Hypnotist, Hypnotherapist NLP Practitioner and Reiki Master.
Led by Steve Towers
I have worked on a long
term basis with many
leading companies over the
last decade..
Written several books..
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Established 1992
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The Global challenge facing the Public Sector (1)
Need to eliminate work that does not directly contribute to the delivery of front line services
Need to control and reduce costs through a determined and ongoing alignment of all work towards Successful Citizen Outcomes (SCO’s)
Urgent and pressing need to optimize services that contribute to the front line
Identify and prioritize policies and programs (for rationalization) that are not and will not contribute significantly to SCO’s
© BP Group Research – US/European/UAE/South Africa/ANZ – 17 Public Sector companies
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The Global challenge facing the Public Sector (2)
Scale back and eliminate non value added services across internal, secondary and primary customer/citizen categories
Re-engineer and move Outside In public service delivery for immediate and sustainable benefit
Review reward schemes to ensure alignment with SCO’s Introduce ongoing and focused training to ensure currency of knowledge and application of appropriate approaches and technologies
© BP Group Research – US/European/UAE/South Africa/ANZ – 17 Public Sector companies
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HOWEVER BEFORE WE BEGIN… WE HAVE TOO MANY PLATITUDES ABOUT CUSTOMERS
MOTHERHOOD AND APPLE PIE!
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SHOW ME THE MONEY! LESS OF THE SOFT AND FLUFFY STUFF – more of thi$
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OUTSIDE IN IS HARD AND TANGIBLE – IT IS ALL ABOUT
REDUCING COSTS
IMPROVING RETURNS
IMPROVING CUSTOMER SERVICE
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Outside-In The Secret – what is it?
It’s only magic if you do not know the trick!
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Who is winning with outside in? (and doing work in a very different way)
Different Shapes and Sizes
– all industry sectors –
public and private
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UNDERSTAND WHO THE CUSTOMER IS AND WHAT THEY REALLY NEED
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UNDERSTAND WHO THE CUSTOMER IS AND WHAT THEY REALLY NEED
“If you're not serving the customer, you'd
better be serving someone who is.”
Karl Albrecht
“The customer is
our reason for being
here.”
“We need to get scientific about the Customer
Experience”
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A customer is the most important
visitor on our premises.
He is not dependent on us.
We are dependent on him.
He is not an
interruption in our work. He is the
purpose of it. He is not an outsider
in our business. He is part of it.
We are not doing him
a favour by serving him.
He is doing us a favour by giving us an
opportunity to do so.
Mahatma Gandhi
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DO YOU SEGMENT CUSTOMERS AND MARKET FROM THE INSIDE-OUT? OR
DO YOU CATEGORISE CUSTOMERS IN TERMS OF NEEDS PRIMARY/SECONDARY AND INTERNAL?
OUTSIDE IN EVALUATION
1
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The Needs of the
Customer
Who is the Customer
?
What is the Customers
Expectation?
What is the Process the
Customer thinks they are involved with?
What do we do that Impacts
Customer Success?
What are the SMART needs
of the Customer?
What is the One line
summary of the NOC?
Customer Needs Assessment (CNA)
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MEET THE
NEED! MEET THE WANT
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It is easy to say but why do some find it So difficult….. We have an inherited an industrial legacy In thought and action What shape are you in?
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The Pyramid
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ww
w.flickr.com
/photos/mw
ichary/2356663850/
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CEO
Marketing Sales Customer Service Operations Finance
Our organisations all look the same...
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CEO
Marketing Sales Customer Service Operations Finance
Processes wend and meander their way around these rigid structures...
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CEO
Marketing Sales Customer Service Operations Finance
And hey ho – we nearly forgot the customer! Now where do they go?
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CEO
Marketing Sales Customer Service Operations Finance
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In other words... Everything looks like a Scottish pin factory! And the way we describe everything can be just as inside-out…
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What’s Missing?
Our representation systems were born in the Industrial Revolution – are they still relevant?
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A New Landscape is emerging
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We need to Understand
The Real NEEDS and not the wants of
the Customer
Once we have that we can create
alignment to those Needs (Successful
Customer Outcomes)
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What time is The 3 o’clock parade?!?
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If I had asked them what they wanted they would have said faster horses Henry Ford the Model T
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DO YOU CAPTURE WHAT THE CUSTOMER SAYS THEY WANT? OR
DO YOU FIGURE OUT WHAT THE CUSTOMER NEEDS EVEN WHEN THEY DON’T KNOW IT THEMSELVES?
OUTSIDE IN EVALUATION
2
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OUTSIDE IN Customer Centric processes
v Understanding who the customer is, and what do they really need v Understanding the customer experience. v Identifying best and next practices in customer centricity and Outside In. v Winning the Triple Crown with Customer Centricity – simultaneously growing revenues, reducing costs and improving customer service
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UNDERSTANDING THE CUSTOMER EXPERIENCE
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The Customer Experience is the Process
What does the customer really need?
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Design isn’t the way something looks – it is the way something works
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DO YOU MANAGE PROCESS THROUGH THE THINGS PEOPLE DO? OR
DO YOU HARNESS AND CONTROL PROCESSES BY UNDERSTANDING WHAT CAUSES THEM (THE MOMENTS OF TRUTH) HOW MANY MOMENTS OF TRUTH DO YOU HAVE? ARE THOSE MOT’S UNDER CONTROL?
OUTSIDE IN EVALUATION
3
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DO YOU MEASURE PROCESSES BASED ON OUTPUTS AND ACTIVITY TIME? OR DO YOU MEASURE PROCESS BASED ON SUCCESSFUL CUSTOMER OUTCOMES?
OUTSIDE IN EVALUATION
4
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DO YOUR PROCESSES START WITH AN INTERNAL TRIGGER (PHONE CALL, LETTER, REQUEST FOR SOMETHING?) OR DO YOUR PROCESSES START AND END WITH THE CUSTOMER NEED AND FINISH WHEN THAT IS DELIVERED?
OUTSIDE IN EVALUATION
5
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DO YOU ASSESS ORGANISATION CAPABILITY BY SKILLS AND COMPETENCE? OR DO YOU MEASURE SUCCESS BASED ON THE DELIVERY OF SUCCESSFUL OUTCOMES?
OUTSIDE IN EVALUATION
6
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Within your ENTERPRISE OR YOUR CLIENTS ;-)
Where does your process start and !nish?
What is the Successful Customer Outcome?
What are the Key Moments of Truth in this Process?
What business are you (REALLY) in?
Outside-In Strategic Matrix (OI-SM)
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OUTSIDE IN Customer Centric processes
v Understanding who the customer is, and what do they really need v Understanding the customer experience. v Identifying best and next practices in customer centricity and Outside In. v Winning the Triple Crown with Customer Centricity – simultaneously growing revenues, reducing costs and improving customer service
![Page 48: DEWA UAE DEC 2012](https://reader031.vdocuments.mx/reader031/viewer/2022020115/545076dfaf7959d40b8b6c6e/html5/thumbnails/48.jpg)
Who is winning with outside in? (and doing work in a very different way)
Different Shapes and Sizes
– all industry sectors –
public and private
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“Outside-in is a powerful
idea” Jack Welch
the ability to learn more about our customers
the ability to turn that learning into action
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OUTSIDE IN - SIX KEY QUESTIONS TO ASK
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