Creating Insanely Great Customers Product Camp SF

Creating Insanely Great Customers

Creating Insanely Great CustomersHarnessing the Perfect Storm driving product strategy and customer engagement

Mike [email protected]

www.linkedin.com/in/mikeconnor1/

mailto:[email protected]



Topics

1. The Perfect Storm / Creating Insanely Great Customers2. It takes a team3. Creating Customer Value4. Every Touch Point Counts5. Innovation Engine Status6. Get Agile


1.The Perfect Storm & Creating InsanelyGreat Customers


Big Data

Platform Enabled Innovation

Enterprise & Industrial Consumerization

A GILEDesign, Development & Marketing

& Marketing Automation

There is a perfect storm changing the rulesOf product management, marketing and sales!


What’sDesirable

What’sViable

What’sPossible

That Storm is Accelerating the dialog, pace and nature of


Staying Competitive = Acceleration & Deepening Value Delivered!

Explore Options

Evaluate Solutions

InternalBuy In

BusinessCase

Validate Value

Expand Use ReferDeploy

SolutionStatus Quo

Trigger Point

Purchase

Customer Value Creation

Customer Journey


Who are the Insanely Great Customers?

The ones that get it!


Insanely Great = New Good Enough

Prospects and customers expectations are increasing rapidly!


Continual Collaboration, Learning and Innovation

What do the Insanely Great Customers want from their vendor partners?

Which allows them to deliver. . . sustainable creation of game changing customer value!


Customer insight&

How Do We Harness the Perfect Storm?


2. It Takesa Team


“Every good product I've ever seen is because a group of people cared deeply about making something wonderful that they and their friends wanted. They wanted to use it themselves.”

Steve Jobs


Marketing

Customer Success Mgt.

CEO

Design

Product Development Business Dev. / Sales |

Account Dev.

Product Management

Training

Validate Value

Expand

Deploy Solution

Explore Options

Evaluate Solutions

Status Quo

Trigger Point

InternalBuy In

BusinessCase

Purchase

Refer

This is a team sport – everyone in your company that works with customers and or that is building things for them has valuable insight to bring


Marketing

Customer Success Mgt.

CEO

Design

Product Development Business Dev. / Sales |

Account Dev.

Product Management

Training

Validate Value

Expand

Deploy Solution

Explore Options

Evaluate Solutions

Status Quo

Trigger Point

InternalBuy In

BusinessCase

Purchase

Refer

Team Member # 1?

Customers


Action Steps• Identify “Storm” related teams / initiatives within your company

– big data– marketing automation– social media– emerging technology /platforms / user experience driven design– changing business models– agile practices product, product management, marketing

• Hold meeting to discuss Perfect Storm / Creating Insanely Great Customers– Review current focus and alignment relative to Creating Insanely Great Customers– Discuss benefits of alignment


3.CreatingCustomerValue


Creating Insanely Great CustomersCustomer Insight - Accelerate Value Creation - Innovation

Michael Porters Value ChainJobs that need to be done


Defining a “Job”

Plan

Business Outcome

Metrics

Acquire Resources

Prepare

Validate

Refine

Deliver

Customer Need


The most important question?


Customer Impact?

The Perfect Storm

How is / will the Perfect Storm impact your customers?

What innovation opportunities does that create for your company?


Strategy = Value Producing Innovation

Customer Importance / Value HighLow

High

Avai

labi

lity

/ Sa

tisfa

ction Opportunity to

Accelerate Value Creation

(Innovation)

Customer Needs (Jobs to be done)

Low


Team Action Steps• Identify 3 – 5 Insanely Great Customers

– Define why they are Insanely Great– Define the level of mutual collaboration that exists between your company and them– Identify 1 or more customers that you could engage in your “Insanely Great Customer Program”

• Value Creation – Define what those customers do to create value for their customers– Define why they are doing those things the way they are doing them– Define how the Perfect Storm is impacting them and what they could do to harness it– Define which of those areas represents an opportunity for high strategic value innovation– Describe the “jobs” required to create that value– Define how you and your ecosystem partners can contribute to that innovating those areas /

jobs• Identify 3 – 5 areas to explore for value acceleration through mutual collaborative innovation


4.Everytouch pointcounts!


Your Customer Journey Strategy?Every touch point = opportunity for collaborative learning / innovation

Explore Options

Evaluate Solutions

InternalBuy In

BusinessCase

Validate Value


SolutionStatus Quo

Trigger Point

Purchase

Customer Value Creation


Innovation Programs

Open | Customer | Social | PartnerBest PracticesUses

• Product• Business Models• Supply Chain

Management• Develop a Plan• Define / Manage Process• Internal / External Relationships• Align Company Vision /Culture• Build Trusted Relationships• Manage IP

Practice• Program• Portal• Lab• Incentives• Spinoffs / outs

Rationale / Benefits

• Speed / diversity of innovation• Access talent / expertise• Vested perspectives• Fast validation of concepts• Extend Value of Platform / Ecosystem


Remember: It’s Their JourneyYou have to earn the right to be a part of each stage!


Team Action Steps• Review your customer journey

– Discuss what it takes to create value for Insanely Great Customers at each stage– Assess the how well you are delivering that value today– Identify how well the concepts of Creating Insanely Great Customers are supported throughout

the journey– Discuss 3 – 5 simple things that you could do to align your customer journey to better support

capturing and acting on insights that accelerate customer value and drive innovation in your products and marketing.

• Innovation program– Identify open / collaborative innovation programs in your customer’s industry– Identify open / collaborative innovation programs from your competitors– Discuss your company’s current approach / program to engage customers in innovation– Discuss 3 – 5 simple ways to improve your approach


5.Innovation EngineStatus


Big Data

Platform Enabled Innovation

Enterprise & Industrial Consumerization

A GILEDesign, Development & Marketing

& Marketing Automation

Where is your company in terms of embracing the Perfect Storm as a platform for Continual – Mutual Learning and Innovation with Insanely Great Customers?


Creating Insanely Great Customers – Your Internal Readiness Check?


Opportunities to Innovate?

The Perfect Storm

How is / can your company harness the Perfect Storm?


Agile Business Acceleration Maturity Level

1Ad Hoc

2Defined

3Standard

4Managed

5Optimized

Vision & Strategy

Creation and Delivery of Customer Value

Culture / Leadership

People & Organization

Processes

Systems & Tools

Creating Insanely Great Customers – Readiness Check


Action Steps• Hold meeting to discuss Perfect Storm / Creating Insanely Great Customers

– Discuss how ingrained the concepts of Creating Insanely Great Customers are in your company• Identifying and focusing on Insanely Great Customers• Deeply understanding and acting of what creates sustainable innovative value for them• Developing a relationship based on mutual learning and innovation with Insanely Great Customers• Aligning your investment in the forces driving the storm to identify, engage, create and manage relationships with Insanely

Great Customers– Discuss how you well you are incorporating the forces driving the perfect storm to drive innovation in

• Product design and development• Marketing• Sales• Support

– Discuss where the easiest / highest / fastest payback areas are in which you could start alignment initiatives and what their current maturity level is.

– Discuss what it takes to move the highest priority ones up to the next level of maturity.


6.Get Agile


Explore Options

Evaluate Solutions

InternalBuy In

BusinessCase

Validate Value


SolutionStatus Quo

Trigger Point Purchase

Objective: Find a few high value / high return areas / initiatives as pilots


Time Bound Sprints

Total Work

Priorities for Sprint

Deliver

The key to success? Small, well prioritized, time bound initiatives defined in terms of business outcomes desired and continual measurement of the customer value those produce.


Action Steps• Identify areas in your company in which they are implementing Agile practices

– Product Development– Product Management– Product Marketing– Marketing– Services– Support

• Assess how well the concepts and practices are incorporated into your company– Vision– Strategy– Culture

• Identify small incremental ways you can start to incorporate those concepts and practices into the “Creating Insanely Great Customers initiatives you have identified

• Identify agile mentors that can help you get underway


Your Turn!Group Discussion


Group Discussion Topics1. How is the Perfect Storm impacting customers, their expectations and

purchase processes

2. Best ways to:

• Identify Insanely Great Customers

• Define customer value in an agile world

• Move collaborative learning and innovation – value creation forward in your marketing funnel | deeper into installed based

• Integrate value acceleration / continual learning and innovation deeper and wider into company vision / strategy / culture


ProductCamp SF 2013 Sponsors


Mike Connor

Your Agile Business Acceleration AgencyProduct Management and Marketing

|Training | Mentoring | Consulting

Thank You

www.linkedin.com/in/mikeconnor1/

http://www.linkedin.com/company/spice-catalyst

[email protected]


Creating Insanely Great Customers Product Camp SF

Marketing

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