Uber's attack on the taxi market has usurped centuries-old official regulators. TripAdvisor's user base is the world's most powerful hotel critic. Yelp's restaurant reviews have boosted independent business over familiar big brands. With thanks for Ca Technologies for sponsoring TFT14 slides. For a free trial of Nimsoft go to bit.ly/1df6jY7

1. Jon Hall
The End of IT’s Monopoly on Trust

2. THE END OF I.T.’S MONOPOLY ON TRUST
Vital lessons from the consumer space
Jon Hall
Tomorrow’s Future Today: Winter 2014
#TFT14

3. Jon Hall
17th year in ITSM
Product Manager focused on
forward evolution of ITSM
UK/Australian
Reading, UK
With BMC Software since 2008
First TFT appearance!
Twitter: “@jonhall_”

4. Uber: Attacking a centuries-old trust system

5. The Star, Toronto, Canada, December 5th 2012
EndGadget, May 2nd 2013
The Atlantic Cities, February 6th 2014

6. The incumbent:
“Set and enforce standards
and conditions of service”
New York City Taxi and Limousine Commission
“…regulation of the conduct,
behavior, deportment and dress
for drivers…”
Taxi Regulation Act (2013), Republic of Ireland
A 350 year old set of
acceptable minima.
Ordinance for the Regulation of Hackney-Coachmen in London (1654)

7. Uber: Feedback as an incentive for excellence.
uber.com

8. Opacity
Fragmented experience
Allocated deliverer
Accountable to regulator
Transparency
Integrated experience
Customer-selected deliverer
Accountable through reputation
Taxi phone image credit: http://www.flickr.com/photos/ursonate

9. TripAdvisor: Usurping the travel guidebook

10. “With annual sales of more than
six million guidebooks - about a
quarter of all the English-language
guidebooks sold - it is the world’s
largest publisher of travel guides”
New Yorker Magazine, April 2005
Lonely planet rack image credit: http://www.flickr.com/photos/spcummings

11. 19th March 2013
BBC buys
Lonely Planet
£130m
2007
61% loss
BBC sells:
£51m
2013

12. Nielsen Bookscan for the Travel Guide Market

13. “Total traffic in the
fourth quarter grew 50%
year-over-year.
TripAdvisor websites
attracted more than 2
billion unique visitors
during 2013”
Tripadvisor Q4 Report,
11th February 2014
Source: “The New Social Travel Lifestyle “ - TripAdvisor

14. Point-in-time information
Limited coverage
Expert opinion
Passive delivery
Real-time information
Comprehensive coverage
Crowd-sourced opinions
Contextual delivery
Lonely Planet image credit:
http://www.flickr.com/photos/spcummings/

15. Yelp.com:
Attacking the trust monopoly of branded chains

16. A one-star increase in Yelp rating leads to a 5%-9%
increase in revenue for independent restaurants.
The same effect is not felt by branded chains.
“Historically, chain affiliation is valuable because it
reduces uncertainty about restaurant quality.
Consumer reviews are coming to serve a similar
purpose”
Reviews, Reputation, and Revenue. Harvard Business School 2011.
Restaurant sign image: http://www.flickr.com/photos/neutronboy/

17. Unstoppable trend? The story of CourseTable

18. “There was no centralized database at Yale
that allowed students to perform course
comparisons at-a-glance.
Two students programmed an interface that
would compile everything in one place”
Washington Post, January 16th 2014
“I’d like to know which of my social
contacts plan to attend each course”
“I want to know how
highly people have
rated each class”
“I’m interested in seeing my
best friends’ course selections”

19. “…malicious activity…”

20. Jan 22nd 2014
“Technology has moved
faster than the faculty
could foresee...
Questions of who owns
data are evolving before
our very eyes”
Mary Miller, Dean of Students, Yale.
January 2014

21. “We have the best
IT and computer
people at Stanford,
ready to help.”
- “College Sophomore”, Jan 2014

22. It’s already happening to IT.

23. “The IT department
will make you cry...”
USA University. 33,000 students.

24. “Lacking IT structure...”
(Aeropspace manufacturer, 1000-5000 employees)
“Too much time is wasted
on the phone to IT...”
(Investment bank, 1000-5000 employees)
“Terrible IT support
and resources”
(Financial, 5000+ employees)

25. “The vast majority (of business users), about 85%,
brought Evernote into the workplace themselves”
Evernote CEO Phil Libin, launching Evernote Business
In APJ, 83% of employees bring their own devices
to work (41% citing contactability by clients)
VMWare “New Way Of Life” Survey, Asia Pacific and Japan, 2013
IT causes 84% of business users to experience a
“severe or moderate impact” on their ability to be
productive on a monthly basis
Forrester: Exploring Business And IT Friction (April 2013)
Cellphone image credit: http://www.flickr.com/photos/sergesegal/
Broken cable image credit: http://www.flickr.com/photos/jeffanddayna/

26. Key lesson: Embrace feedback!

27. “When I first started driving for Uber, my rating was lower than it is now.
Uber sent emails suggesting what I can do to improve, and they stuck with me.
Now my overall rating is 4.85.
I strive to keep my rating high and provide the best service”
Uber driver on yelp.com

28. “A lot of people were saying
our off-brand Cheerios
tasted like cardboard, so we
changed to Fruit Loops. We
got a great response to that.”
TJ Jones, Anaheim Hotel owner
(From 80th ranked hotel in city to 23rd, after acting on feedback)

29. Moving forward: Learn from the consumer world

30. Feedback enabled services
Contextual support
Personal enablement

31. THE OLD I.T.
Quarterly satisfaction survey
Point ITSM tools
Single source of services
THE NEW I.T.
Constant, open feedback
Integrated customer/provider platforms
Broker of services
Standard offerings
Contextual and personal offerings
End-to-end control
Guidance and governance
Monopoly on trust
Earned trust

32. Thank you!
http://evolvingitsm.com
Twitter: @JonHall_
Google: +JonHallUK

33. With thanks to our slides
sponsor, CA Technologies
Try Nimsoft for free at
ca.com/NSD-trial