KEYNOTE SPEAKER: Patricia Seybold, Patricia Seybold Group

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Information about KEYNOTE SPEAKER: Patricia Seybold, Patricia Seybold Group

Published on May 14, 2007

Author: customersforever

Source: slideshare.net

Description

Outside Innovation: Cuando los clientes conducen el diseño de los procesos del negocio, las empresas tienen que manejar sus productos, servicios, y modelos operativos diferentemente de cómo lo hacen hoy en día.
 
Outside Innovation: How Your Customers Will Co-Design Your Company’s Future. The faster and better a company innovates, the more likely it is to remain the leader and to set the new rules for others to follow. But the innovation game is changing dramatically. Drawing from dozens of stories of outside innovation pioneers, this book shows how to win the innovation war.

Outside Innovation How Your Customers will Co-Design Your Company’s Future Patricia Seybold, CEO Patricia Seybold Group, Inc. Customer Relationship Management Conference 2007 Caribbean and Latin America May 11, 2007 Coral Gables, Florida

Get Your Seat at the Strategy Table By making it easy for your Customers to: - Do business with you! - Achieve their goals!

What is “Outside Innovation?” Customers drive the design of your business processes, products, services, and business models. I want to get a great deal and get my rebate promptly, with no hassles! Staples Easy Rebate ®

Customers drive the design of your business processes, products, services, and business models.

What is “Outside Innovation?” Customers roll up their sleeves to co-design their products and your business.

Customers roll up their sleeves to co-design their products and your business.

What is “Outside Innovation?” Customers attract other customers and partners to build a vital customer-centric ecosystem around your products and services.

Customers attract other customers and partners to build a vital customer-centric ecosystem around your products and services.

Use Customer Insight & Co-Design to Achieve:

Design to Meet Customers’ Outcomes Customers’ Streamlined Scenarios Your Company’s Streamlined Processes Moment of Truth Moment of Truth Desired Outcomes

Moments of Truth = Business Opportunities A real “Moment of Truth” is a showstopper It keeps a prospect or customer from reaching their desired outcome It’s when they can’t get things done “their way” Goal: understand customers’ contexts, outcomes and key moments of truth Ask them to quantify metrics around moments of truth (elapsed time, conditions of satisfaction, specific parameters)

A real “Moment of Truth” is a showstopper

It keeps a prospect or customer from reaching their desired outcome

It’s when they can’t get things done “their way”

Goal: understand customers’ contexts, outcomes and key moments of truth

Ask them to quantify metrics around moments of truth (elapsed time, conditions of satisfaction, specific parameters)

Building Contractors’ Moments of Truth Deliver within 1 hour of when I need it Let me change my delivery time with no penalties Make it easy for me to meet my deadlines Cemex: Meeting Moments of Truth

Deliver within 1 hour of when I need it

Let me change my delivery time with no penalties

Make it easy for me to meet my deadlines

Customer-Outcome-driven Eco-system I want to: “ Buy building supplies for my DIY project” “ Pay as I go” Led to fastest growth retail brand in Mexico Co-designed with retailers Next: “ I want to complete my project before I have the cash”

I want to:

“ Buy building supplies for my DIY project”

“ Pay as I go”

Led to fastest growth retail brand in Mexico

Co-designed with retailers

Next: “ I want to complete my project before I have the cash”

 

 

Patterns for Customer Innovation Identify lead users/customers Provide tools & streamlined support to help them reach their goals Nurture customer communities Empower customers to “strut their stuff” Open your products and engage customers in peer production

Identify lead users/customers

Provide tools & streamlined support to help them reach their goals

Nurture customer communities

Empower customers to “strut their stuff”

Open your products and engage customers in peer production

Their self-image is deeply connected to the problem domain at hand Passionate about their outcomes and issues Influential in their circles Thoughtful and insightful Imaginative, visionary Pragmatic, realistic Engage Lead Customers

Their self-image is deeply connected to the problem domain at hand

Passionate about their outcomes and issues

Influential in their circles

Thoughtful and insightful

Imaginative, visionary

Pragmatic, realistic

Zopa Founders Co-Designed with Lead Users Discovered a new Segment: Freeformers People who want control over their time and their careers People who don’t want to work full-time for one company as “slave laborers” Distrust banks and other financial institutions Have difficulty getting loans

Discovered a new Segment: Freeformers

People who want control over their time and their careers

People who don’t want to work full-time for one company as “slave laborers”

Distrust banks and other financial institutions

Have difficulty getting loans

Zopa Co-Designed a New Lending Model Identified Lead Users (in an un-served market) Conducted ethnographic research Ran co-design sessions Brainstormed possibilities Piloted peer-to-peer lending model Engaged in continuous learning

Identified Lead Users (in an un-served market)

Conducted ethnographic research

Ran co-design sessions

Brainstormed possibilities

Piloted peer-to-peer lending model

Engaged in continuous learning

 

Co-Designed a Solution to Meet their Goals I want to borrow money easily, on my terms, to meet my goals without dealing with an impersonal institution. I want to invest money safely, on my terms, grow my income, help others improve their lives.

Design to Meet Customers’ Outcomes Customers’ Streamlined Scenarios Your Company’s Streamlined Processes Moment of Truth Moment of Truth Desired Outcomes

The Koko Fitness Experience Designed with Customers 30 minutes Don’t need to think Easy to use

30 minutes

Don’t need to think

Easy to use

Provide Tools to Help them Reach their Goals Koko Fitness Smartrainer

Koko Fitness Provides Realtime Feedback

Build an Ecosystem around Customers’ Outcomes

Provide Customization and Innovation Toolkits

Let Customers use their Tools Anywhere! Design your shoes on your cell phone, and see your design on the Billboard in Times Square

Support a Continuum of Customer Innovation

Provide Tools to Help them Reach their Goals

National Semiconductor’s WEBENCH  Toolkit Application Resources System Overview Diagram Layout Sortable Selection Guide WEBENCH Simulation

How Customers’ Designs Spur Innovation National Semiconductor has leveraged customers’ designs to be able to provide pre-packaged solutions for: Mobile phones Gaming controls and consoles Hand-held devices Flat panel displays Medical imaging etc…..

National Semiconductor has leveraged customers’ designs to be able to provide pre-packaged solutions for:

Mobile phones

Gaming controls and consoles

Hand-held devices

Flat panel displays

Medical imaging

etc…..

Karmaloop’s Lead Customers: Urban Streetwear

Karmaloop Community Finds and Reps the Products

Customers are acknowledged for posting Customers rate each other’s contributions! National Instruments’ Vibrant Community 50% of new products created by customers

Lead customers Consultants Guides Contributors Promoters Five Roles Customers want to Play

 

Help Customers Strut their Stuff

Help Customers Strut their Stuff

Customers create their own Mash Ups

Engage in Open Access and Peer Production

Next generation games: Co-designed by customers

Key Take-Aways Engage with lead customers Understand their context deeply Co-design ways to help them reach their outcomes Identify and optimize around their moments of truth Provide tools that empower them Open up your intellectual property and engage customers in peer production Nurture customer communities

Engage with lead customers

Understand their context deeply

Co-design ways to help them reach their outcomes

Identify and optimize around their moments of truth

Provide tools that empower them

Open up your intellectual property and engage customers in peer production

Nurture customer communities

Patricia Seybold CEO, Consultant, and Author Patricia Seybold Group, Inc. [email_address] www.psgroup.com 617.912.3107 It’s YOUR turn! Questions, Comments, Feedback!

Patricia Seybold CEO, Consultant, and Author

Patricia Seybold Group, Inc.

[email_address]

www.psgroup.com

617.912.3107

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