Future Perfect — Service Experience Conference 2013

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Information about Future Perfect — Service Experience Conference 2013
Design

Published on March 6, 2014

Author: brandonschauer

Source: slideshare.net

Hi.

The purpose of a business isn’t to make a profit.

The purpose of a business is to have and serve a customer.

The purpose of a business is to have and serve a customer. Profit is an intentional byproduct.

The evolution of problems TODAY 20th Century Problems Manufacture Advertise Sell 21st Century Problems Serve (Re)engagement Loyalty Deepening & Widening Advocacy Efficiency & Efficacy

The purpose of a business isn’t to make a thing. Manufacture Advertise Sell TODAY Serve

The purpose of a business isn’t to make a profit. Manufacture Advertise Sell TODAY Serve

The purpose of a business is to have and serve a customer. Manufacture Advertise Sell Serve

Services have big economics. 2012 U.S. Trade Deficit for Goods 2012 U.S. Trade Surplus for Services +$195.3 BLN -$735.3 BLN — data from U.S. Bureau of Economic Analysis

The emergence of problems Manufacture Advertise Sell Serve

The emergence of problems Manufacture Advertise Sell Serve Disappoint

The Service Anticipation Gap (SAG) The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.

The emergence of problems The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set with the customer.

The emergence of solutions

To serve is experiential.

To serve is human.

To serve is human.

To serve is human. by Fra.Biancoshock

To serve is human. by Hikaru Imamura

Serving is being human. TODAY Machines Manufacture Human Advertise Sell SERVE THROUGH PEOPLE JOURNEYS TRANSFORM TO YOU & THEM

Future Perfect “We will have...”

FUTURE PERFECT We will have mastered organizing for human experiences.

ORGANIZING P&G solved this for brands. Neil McElroy

ORGANIZING P&G solved this for brands. How soap is MADE was just as important as how it was MARKETED and how it was bought.

ORGANIZING P&G solved this for brands. How things are MADE is just as important as how they’re EXPERIENCED. A manager for each experience A manager for each journey

FUTURE PERFECT We will have mastered changing for human experiences.

CHANGING You can’t change the experience without changing the organization.

FRONT OF HOUSE BACK OF HOUSE

FRONT OF HOUSE Change a button Add/remove a touchpoint Disrupt the market BACK OF HOUSE Change assumptions Change structure Create a new organization

FUTURE PERFECT We will have mastered impact for human experiences.

IMPACT My first question as a CEO: Did you do the math?

HEALTHCARE’S LAST MILE ADHERENCE SAFETY EFFICACY EFFICIENCY

FUTURE PERFECT We will have mastered stories for human experiences.

STORIES Stories about how things are.

STORIES Stories about how things should be. 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.

STORIES Stories about how things should be. Stories inspire people. New words change culture. Narratives are sticky. Narratives are experiential. — See Made to Stick, Chip & Dane Heath

STORIES So here’s my story for you…

PEOPLE AREN’T DATA 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.

MAKE BUSINESSES HUMAN With the right stories, changes, organization, and focus on impact we can create great human experiences that serve people and transform them and us.

Systems that serve people.

Experiences that matter. by Hikaru Imamura

Will your story, change, and organization have the empathy and humanness in it to serve people through journeys to transform you and them? We need it. So I hope you do.

CREDITS Classroom photo, slides 1 & 2, from sandcastlematt’s flickr photostream. The image is of Harvard, where I did NOT go to school. http://www.flickr.com/photos/sandcastlematt/2455896870/ Thoughts on stories from Chip & Dan Heath’s Made to Stick, including the example of the JFK moon speech. Numerous verbal references throughout to Peter Drucker, who said, “There is only one valid definition of business purpose: to create a customer,” and “[the businesse’s] purpose must lie outside of the business itself. Business enterprise is an organ of society.”

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