Creating a Culture of Innovation

# F U T U R E M

Harry West @hwest2020Senior PartnerProphet

# F U T U R E M

Creating a Culture of Innovation

HARRY WEST, PROPHET

@hwest2020

We help businesses grow better

by bridging the gap between strategy and execution

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to build brands transform experiencesand grow businesses

TRANSFORM CUSTOMER EXPERIENCES

GROWBUSINESSES

BUILD BRANDS

Growth comes from making the bold

move first, and bold moves spring from

a culture of innovation: listening more

carefully outside and strategically

pushing things further and faster

inside.

Bold Moves

Bold is how far you go

T-Mobile on their own

2011, the proposed merger with AT&T has been

called off.

It was not a good situation:

Loosing 500K customers each quarter

disproportionate share of non-profitable pre-

paid customers

brand “stuck in the middle.”

Brand ratings down the drain

Unmotivated work force

Customers are frustrated

The conventional wisdom:

• Network• Technology• Price• Service

But qualitative research uncovered customers who were frustrated with their carriers.

FEB2012

MAR2013

SITUATION ASSESSMENT

QUALITATIVE EXPLORATION

QUANTITATIVEANALYTICS

BRAND STRATEGY DEFINITION

SIGNATURE MOVE DEVELOPMENT

CUSTOMER EXPERIENCE DESIGN

BIG BANG LAUNCH!!!

STRATEGY

ACTIVATION

KPI & METRICS SYSTEM

Consumer centered, and highly analytical

A brand centric effort that

would reposition the company

and impact every part of the

customer experience.

We were going to bet the

ranch. We had to know that it

would work. We had to

prepare for success.

PREPARATION

Consumer centered, and highly analytical

We had to know that if set free,

more people would run towards us

than would run away from us.

And in preparation, we had to

make investments to maximize our

advantage. T

Description & Strategic Rationale

EconomicImpact

Customer Narrative

Experience Imperatives

Sequencing Roadmap

• Description of Signature Move

• Customer benefits & reasons to believe

• Supporting Signature Move data points

• High-level economic impact analysisbased on potential impact on consideration

• Concept ready for consumer research

• Includes ACB, benefit statement, and RTBs

• Key imperatives to serve as the north star for each stage in the customer experience

• Guidance on how to evolve the Move over the next 12-18 months

• Potential un-marketing ideas to include during each stage in the evolution

CRITERIA FOR SELECTION OF SIGNATURE TOUCH

POINTS

PREREQUISITES BEFORE CREATIVE DEVELOPMENT

Development guide

To create signature touch

points and to keep the

customer experience and

offer development on

strategy

The un-carrier strategy is born

Without sacrificing

existing strengths, we

recast T-Mobile as a

“consumer advocate,”

the only brand in the

wireless space with the

interests of the customer

at heart

Simple Choice PlanA break from industry norms, the Simple Choice Plan eliminates restrictive annual contracts, taking pain and confusion out of the wireless experience.

1234

Un-Beatable Prices on LTE DevicesIn tandem with the debut of its 4G LTE network service, T-Mobile will have several 4G LTE-capable devices available

Un-Congested 4G NetworkT-Mobile is moving at breakneck speed to expand the capabilities of its network

Un-leashed iPhone 5 With incredible new pricing and no annual contracts

4 bold moves

Bringing the strategy to

life at relevant stages of

the customer journey.

Six months in: a signature move

JUMP! Allows T-Mobile

customers to upgrade

their phone twice every 12

months, instead of once

every two years.

Customers have the same

choice of models for the

same prices as new

customers and may

replace any phone that’s

been damaged or lost.

The un-carrier continues

T-Mobile relentlessly

continues to activate its new

positioning through its offers

and customer experience.

Keeping the other carriers

playing catch-up.

Leading the un-carrier

A key part of the process

was activating the positioning

internally to turn T-Mobile’s

employees into brand evangelists,

beginning with CEO John Legere

Leading the industry

stock price: x 2

Sales and revenue growing for the first time in 4 years

Customer acquisition more than Verizon, AT&T and Sprint combined

Bold moves

that win

Analytical skills

Consulting skills

Making Bold Moves Repeatable

Empathetic skills

Inspiration skills

Creative skills

Interdisciplinary Model

Culture Talent1. shared language

around creativity and problem solving

2.3.

Business Development1. interdisciplinary

account development process

2.3.

Work Delivery1. flexible staffing model

2.3.

To change industries we have to uncover new ideas

and creatively evolve them to be distinct and own-

able. If it is not a natural evolution, then the ideas

may not connect with customers, but if the ideas are

not sufficiently evolved, then our clients cannot own

them. To drive growth we have to constantly strive

for a more perfect union of empathy, data,

inspiration and client connection.

A Culture of Innovation

# F U T U R E M

Creating a Culture of Innovation

HARRY WEST, PROPHET

@hwest2020