future perfect — mx conference 2013
Post on 18-Oct-2014
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The community of MX has spent nearly a decade clawing, climbing, and defining a space for managing and leading great experiences within an organization. It’s time to think forward and lay tracks towards the way great organizations embrace experience to serve people. See the video here: http://vimeo.com/63914633TRANSCRIPT
Future PerfectBrandon Schauer
Let’s step back in time.
eras of our work
It began with simply making things work.
FunctioningHow do we make and sell something?
Software designer
“User interface”
Functioning Fixing
eras of our work
It expanded to making things work better.
How do we make and sell something?
How do we make things better, so we sell more of them?
Software designer
“User interface”
Usability
“User friendly”
Functioning Fixing Finding
eras of our work
And now it’s about finding new things.
How do we make and sell something?
How do we make things better, so we sell more of them?
How do we discover more things to sell?
Software designer
“User interface”
Usability
“User friendly”
Ethnography & Prototyping
“Design thinking”
Functioning Fixing Finding
eras of our work
It’s increasingly hard to apply the industrial past to the future.
today
20th Century Solutions 21st Century Problems
Functioning Fixing Finding
eras of our work
The 20th Century had a factory model, sell-a-product mentality.
today
20th Century Mentality
Manufacture Advertise Sell
Functioning Fixing Finding
eras of our work
One that heightens anticipation only to end in disappointment.
today
20th Century Mentality
Manufacture Advertise Sell
Disappoint
21st Century Problems
Functioning Fixing Finding
eras of our work
Disappointment is only a symptom of bigger challenges.
today
21st Century Problems20th Century Mentality
Manufacture Advertise Sell PEOPLE
PLANET
PROFIT
today
Advertise Sell
The purpose of a business isn’t to make a thing
Manufacture PEOPLE
PLANET
PROFIT
today
Manufacture Advertise Sell
The purpose of a business isn’t to make a profit
PEOPLE
PLANET
PROFIT
today
Manufacture Advertise Sell
The purpose of a business is to have and serve a customer.
Serve
PEOPLE
PLANET
PROFIT
today
Manufacture Advertise Sell
The purpose of a business is to have and serve a customer.
Serve
Profit is a by-product of good service.
PEOPLE
PLANET
PROFIT
W-w-Whaaaaa?
the downside of a profit mentality
Maybe the great thing about mobile is there's no space or time for ads,so a business has to provide avaluable service to get attention.
the downside of a profit mentality
Services are good for modern economies.the upside of a service mentality
+$195.3 BLN
2012 U.S. Trade Surplus for Services
-$735.3 BLN
2012 U.S. Trade Deficit for Goods
To serve is experiential.the upside of a service mentality
To serve is human.the upside of a service mentality
To serve is human.the upside of a service mentality
To serve is human.the upside of a service mentality
by Fra.Biancoshock
To serve is human.the upside of a service mentality
by Hikaru Imamura
Functioning Fixing Finding
eras of our work
Human
Serving people is about organizations creating human experiences.
today
SERVE PEOPLE
JOURNEYSTHROUGH TO
TRANSFORM YOU & THEM
Future Perfect“We will have...”
future perfect
We will have mastered planning for human experiences.
future perfect
We will have mastered planning for human experiences.
If your only plan is the one handed down to you, you’re already behind.
future perfect
We will have mastered planning for human experiences.
Next quarter Next year Next 3 years
M M M Q Q QQ Y Y Y
M M M M
M M M M
M M M M
Q Q Q
Q Q Q
Q Q Q
Locked and happening Planned and managing Envisioned and leading
Q Q Q
future perfect
We will have mastered planning for human experiences.
at Google —
Each quarter individuals and teams document their objectives for the next 90 days and grade the goals they set 90 days earlier. In Q4 teams also set metagoals for the next year.”
“
— Hunter Walk
future perfect
We will have mastered planning for human experiences.
Next 3 years
Y Y Y
Q Q Q
Q Q Q
Q Q Q
Envisioned and leading
Twelve big moves to change everything.
Q Q Q
future perfect
We will have mastered planning for human experiences.
★ ★ ★
★ ★ ★★ ★ ★
Twelve big moves to change everything.
★ ★ ★
future perfect
Let me give you a start…
1. Build a Super Friends team.Q
— Margaret Gould Stewart, MX 2008
future perfect
Let me give you a start…
2. Delegate your entire job.
Grow others while creating room for your new job description, which you’ll be writing yourself.
Q
future perfect
Let me give you a start…
3. Make a vision of the future.
Research it.Shop it around.Disprove it.Improve it.It’s your next 9 moves.
Q
future perfect
We will havemastered organizing for human experiences.
future perfect
We will have mastered organizing for human experiences.
P&G solved this years ago with brands.
Brand Man
1. Study carefully shipments of his br
ands by units.
2. Where brand development is heavy an
d where it is progressive, examine
carefully the combination of effort
that seems to be clicking and try to
appeal this same treatment to other
territories that are comparable.
3. Where brand development is light:
a. Study past advertising and promo
tional history of the brand: study the
territory personality at first h
and–both dealers and consumers–in orde
r
to find out the trouble.
b. After uncovering our weakness, d
evelop a plan that can be applied to
this local sore spot. It is nece
ssary, of course not simply to work ou
t
the plan but also to be sure tha
t the amount of money proposed can be
expected to produce results at a
reasonable cost per case.
c. Outline this plan in detail to t
he Division Manager under whose
jurisdiction the weak territory
is, obtain his authority and support f
or
the corrective action.
d. Prepare sales helps and all othe
r necessary material for carrying out
the plan. Pass is on the distric
ts. Work with salesmen while they are
getting started. Follow through
to the very finish to be sure that the
re
is no letdown in sales operation
of the plan.
e. Keep whatever records are necess
ary, and make whatever field studies a
re
necessary to determine whether t
he plan has produced the expected
results.
4. Take full responsibility, not simpl
y for criticizing individual pieces of
printed word copy, but also for the
general printed word plans for his
brands.
5. Take full responsibility for all ot
her advertising expenditures on his
brands (author’s note – in-store di
splays and promotions).
6. Experiment with and recommend wrapp
er (author’s note – packaging)
revisions.
7. See each District Manager a number
of times a year to discuss with him an
y
possible faults in our promotion pl
ans for that territory.
Neil McElroy
future perfect
We will have mastered organizing for human experiences.
P&G solved this years ago with brands.
How soap is MADE was no longer as important as how it was MARKETED and how it was bought.
future perfect
We will have mastered organizing for human experiences.
How things are MADE is no longer as important as how they’re EXPERIENCED.
A manager for each experience, each journey?
future perfect
We will havemastered stories for human experiences.
future perfect
We will have mastered stories for human experiences.
Experience Map for Rail Europe | August 2011
STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is convenient, easy, and flexible.
Rail booking is only one part of people’s larger travel process.
People build their travel plans over time. People value service that is respectful, effective and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak, compare
airfare
Google searches
Research hotels
Talk with friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets arrive in mail
• I’m excited to go to Europe! • Will I be able to see everything I can?• What if I can’t afford this?• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is so negative.
• Keeping track of all the different products is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets. Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in the middle of the night.
• Stressed that the train won’t arrive on time for my connection.
• Meeting people who want to show us around is fun, serendipitous, and special.
• Excited to share my vacation story with my friends.
• A bit annoyed to be dealing with ticket refund issues when I just got home.
View maps
Arrange travel
Blogs & Travel sites
Plan with interactive map
Review fares
Select pass(es)
Enter trips Confirm itinerary
Delivery options
Payment options
Review & confirm
Map itinerary(finding pass)
Destination pages
May call if difficulties
occur
E-ticket Print at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for questions
Activities, unexpected changes
Change plans
Check ticket status
Print e-tickets at home
web/apps
Look up timetables
Plan/confirm activities
Web
Share photos
Share experience (reviews)
Request refunds
Follow-up on refunds for booking changes
Share experience
Buy additional tickets
Look up time tables
Opportunities
Guiding Principles
Customer Journey
Information sources
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?• Where do I want to go?• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a little more for first class.
• How much will my whole trip cost me? What are my trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations I need in this booking so I don’t pay more shipping?
• Rail Europe is not answering the phone. How else can I get my question answered?
• Do I have everything I need?• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are not more trains. What can we do now?
• Am I on the right train? If not, what next?• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not sure if I’ll get a refund or not.
• People are going to love these photos!• Next time, we will explore routes and availability
more carefully.
Ongoing, non-linear
Linear process
Non-linear, but time based
Communicate a clear value proposition.
STAGE: Initial visit
Connect planning, shopping and booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better, more savvy travelers.
STAGES: Global
Proactively help people deal with change.
STAGES: Post-Booking, Traveling
Support people in creating their own solutions.
STAGES: Global
Visualize the trip for planning and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
STAGES: Planning, Shopping
Engage in social media with explicit purposes.
STAGES: Global
Communicate status clearly at all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and booking in Europe too.
STAGE: Traveling
Aggregate shipping with a reasonable timeline.
STAGE: Booking
Help people get the help they need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Mail tickets for refund
Get stamp for refund
future perfect
We will have mastered stories for human experiences.
Stories give meaning.Meaningfulness is why people perform.
I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.
I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the Earth.
future perfect
We will have mastered stories for human experiences.
Stories inspire people.New words change culture.Narratives are sticky.Narratives are experiential.
— See Made to Stick, Chip & Dane Heath
future perfect
We will have mastered stories for human experiences.
Here’s my story...
While it's possible to have more data and information on people than ever before, it's also easier and easier to treat them like a number and never really connect in a human way.
people aren’t data
In 12 moves, we will have created human experiences by creating the systems and stories that produce them.
★ ★ ★
★ ★ ★★ ★ ★★ ★ ★
make business human
In 12 moves, we will have created human experiences by creating the systems and stories that produce them.
make business human
SERVE PEOPLE
JOURNEYSTHROUGH TO
TRANSFORM YOU & THEM
Human
today
Systems that serve people.
Experiences that matter.by Hikaru Imamura
Will your story, team, and system have the empathy and humanness in it to serve people through journeys to transform you and them?
We all need it. So I hope you do.
We all need it. So I hope you do.
So feel free to share it: http://shortlinks.adaptivepath.com/mx2013