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Helge Tennø | jokull.io
Customer Strategy | Customer Insight
FROM CUSTOMER HOSTILITY
TO CUSTOMER CENTRICITY
THE FUTURE DEMANDS THAT WE REINVENT THE TECHNOLOGY OF MANAGEMENT WITH
CUSTOMERS AND TALENTED EMPLOYEES HOLDING THE KEYS
Image by NASA Goddard Space Flight Center on ﬂickr.com
«PEOPLE HAVE CHANGED
MORE THAN THE BUSINESS
MUST DEPEND UPON FOR
CONSUMPTION AND FOR
EMPLOYMENT»- Shoshana Zuboff
We are living in the age of mass individualization. No
two people get the same Google search result, see
the same products on amazon.com, have the same
Facebook feed or iTunes catalogue. Every smartphone
is unique two minutes after its ﬁrst boot.
We are living in an age where the new mega industries have all become personal services
industries and the old incumbents are still struggling to put out a mass product at almost no
margin or cost (e.g. digital news media, insurance, banks, bikes, cars, tooth picks etc.).
PEOPLE ORGANIZE IN MULTIPLE
NETWORKS. Lasting from seconds
to months or years. These networks
are distributed, they don’t have a
plan and only react when input hits
them. Companies become the
Cause and effect: understandable in
retrospect but do not repeat
Probe - sense - respond
Cause and effect: Detectable but
seperated over time and space
Sense - Analyze - respond
Cause and effect: Repeatable,
perceiveable and predictable
Sense - Categorize - respond
Cause and effect: Not detectable
Act - Sense - respond
Making sense of the
world so we can act in it
«Companies get ﬁxed on measuring
their solution, not the job they’re
being hired to help solve..»
- Des Traynor, CEO Intercom -
YOUR PRODUCT IS ALREADY OBSOLETE
You start of by identifying the customer value you are going
to create, and then ﬁnd the distribution and technology
Over time companies and industries seem to forget their understanding of the market, their CVP.
They become prone to unconsciously hold a very limited view of their future. Seeing the world from a
technology, market or product perspective creates a very narrow frame of reference where new
wealth opportunities are easily overlooked.
.customer OSOperating in the market from the perspective of its Customer Value Proposition
Competition offering the same CVP is
conciously let in as they are using
different core technology or core
Creating a market by understanding the customer’s progress,
struggle and circumstance (customer value proposition)
The original technology and processes end
up becoming a commodity or infrastructure
What are we organized to accomplish?
The problem with top down is that
the solution space is limited by what
a few people at the top can think of.»
- Gary Hamel -
Gary Hamel is one of the world’s most influential and iconoclastic business thinkers. He has worked with leading companies across
the globe and is a dynamic and sought-after management speaker. Hamel has been on the faculty of the London Business School for
more than 30 years and is the director of the Management Innovation eXchange.
We were designed to engage in a predictable environment, which
requires that [the customers] are similarly designed. But, [the
customer] network didn’t have a ﬁve year strategic plan, they
didn’t have a linear hierarchy or centralized authority. We had to
understand that we were ﬁghting against a complex, movable,
continuously changing decentralized and distributed network.
And these networks would last for six months or twelve minutes.
- Paraphrasing Chris Fussell & Rachel Mendelowitz -
[I removed references to Al Qaida and changed them with the customer]
The old management model is a control mechanism subdividing talent into
compartments where top-management destroys their ability to create value.
Enabling companies are driving information rapidly out to front-line self-
organizing teams in order for them to operate autonomously and react
instantly to changes in customer demand patterns. Employees given the
opportunity to use their talent unleash massive wealth for the corporation.
Cases in point: Salesforce, Netﬂix, Patagonia, Zappos, Tesla, AirBNB, Morning Star, Etsy, Nest, Spotify, Valve, Google, Burtzorg, Haier, Gore Technologies, DSM, GE Health, Whole Foods, Zara, Telus, Uber, Amazon, Facebook, Apple
DESIGN / TEKST
AUTONOMT TEAM SOM KAN GJØRE ALLE OPPGAVER OG TA ALLE
BESLUTNINGER KNYTTET TIL EN KUNDEOPPLEVELSE
KUNDERELASJONEN BESTÅR AV FLERE TEAM ANSVARLIG FOR SINE
EGNE INTERAKSJONER MED KUNDEN
PÅ TVERS GJENNOM