Future Perfect — Service Experience Conference 2013
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18-Oct-2014 -
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Transcript of Future Perfect — Service Experience Conference 2013
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.
21st Century Problems20th Century Problems
Serve
The evolution of problemsTODAY
Advertise SellManufacture
(Re)engagement
Loyalty
Deepening & Widening
Advocacy
Efficiency & Efficacy
The purpose of a business isn’t to make a thing.
TODAY
Advertise SellManufacture Serve
The purpose of a business isn’t to make a profit.
TODAY
Advertise SellManufacture Serve
The purpose of a business is to have and serve a customer.
Advertise SellManufacture Serve
Services have big economics.
+$195.3 BLN
2012 U.S. Trade Surplus for Services
-$735.3 BLN
2012 U.S. Trade Deficit for Goods
— data from U.S. Bureau of Economic Analysis
Advertise SellManufacture Serve
The emergence of problems
Advertise SellManufacture Serve
The emergence of problems
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.
by Fra.Biancoshock
To serve is human.
by Hikaru Imamura
To serve is human.
Human
Advertise SellManufacture
Serving is being human.
SERVE PEOPLE
JOURNEYSTHROUGH TO
TRANSFORM YOU & THEM
Machines
TODAY
Future Perfect“We will have...”
We will have mastered organizing for human experiences.
FUTURE PERFECT
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
How things are MADE is just as important as how they’re EXPERIENCED.
P&G solved this for brands.
A manager for each experienceA manager for each journey
We will have mastered changing for human experiences.
FUTURE PERFECT
You can’t change the experience without changing the organization.
CHANGING
BACK OF HOUSEFRONT OF HOUSE
BACK OF HOUSEFRONT OF HOUSE
Change a button Change assumptions
Disrupt the market Create a new organization
Add/remove a touchpoint Change structure
We will have mastered impact for human experiences.
FUTURE PERFECT
IMPACT
My first question as a CEO:
Did you do the math?
HEALTHCARE’S LAST MILE
ADHERENCE
SAFETY
EFFICACY
EFFICIENCY
We will have mastered stories for human experiences.
FUTURE PERFECT
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…
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
With the right stories, changes, organization, and focus on impact we can create great human experiences that serve people and transform them and us.
MAKE BUSINESSES HUMAN
Systems that serve people.
by Hikaru Imamura
Experiences that matter.
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.
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.”
CREDITS
