Three proven techniques used by Google, Apple, and Samsung include segmenting customers based on their needs and circumstances, understanding customer needs even when unknown, and measuring success based on customer outcomes rather than internal processes. The document discusses how some businesses are thriving by applying these techniques through focusing on the customer experience, while others are falling behind by not adapting to changing customer expectations in the digital age.

1. Three SIX proven process
techniques used in
Google, Apple and Samsung.

2. • the impact(s)
– knowledge, libraries, information, a right to think about things and
influence local and world decisions
• information at our finger tips
– no travel – no need to go to the shops – we get thing the next day
delivered, influence and control of our lives
• The crime is many businesses are asleep at the wheel.
They haven’t brought themselves into the 21c.
Kodak, Nokia, Samsung, Blockbuster, Sony, Financial institutions
• Others are thriving
– what is the difference? Apple, Samsung, Google, Emirates, Virgin,
Zara, amazon, Westjet, Starbucks
• how are they doing that? six impacts/questions & answers
The Crux of the Issue - outline

3. 1440

4. big ideainformation shared with the people

5. how could we
do that?the printing press

6. what would it
look like?the illustrated bible

8. did you know?• within 40 years of its invention 50 million books
were printed & published covering 35,000 topics
• traditional knowledge challenged
• reformation began
• renaissance
exploded onto the
world
• a revolution in
thinking was shared

9. big ideainformation shared with the people
how could we do that?the smart phone – the smart device
what would it look
like?

10. June 2007
2,470 days agoWhen was that?

12. 2012.1
6/22/12
Process Performance Landscape

13. 2012.1

14. did you know?650m mobile phone users
africa – majority smart
by 2017 (CNN)

15. did you know?
south africans spend more on mobile
telephony than the global average (gsma)

16. 6impacts

17. the enlightened customer

18. Source:
Fanzine
choice
impact 1

19. choice
impact 1

20. choice
impact 1

21. Promiscuity
customer
impact 2

22. Promiscuity
customer
impact 2

23. rebellion
impact 3

24. rebellion
impact 3

25. expectations
impact 4

26. Multi-channels
impact 5

27. prosumer
impact 6

28. Copernican shift
This is a

29. WE HAVE
WAYS OF
MAKING
YOU TALK
NO REALLY?

30. 6questions

31. 6answers

36. Three SIX proven process
techniques used in
Google, Apple and Samsung.

37. 1question
DO YOU SEGMENT
CUSTOMERS BY
CIRCUMSTANCE AND
MARKET INSIDE-OUT?

38. 1answer
THEY categorize
customers in terms of
their needs

39. 2question
DO YOU capture what
customers say they
want?

40. 2answer
THEY figure out what the
customer needs
(even when they do not know it
themselves)

41. 3question
DO YOU manage process
through the things
people do?

42. 3answer
THEY harness and
control processes
through what causes
them moments of truth
- how many mots do you have?
- are these mots under control?

43. 4question
DO YOU measure process
based on outputs and
activity time?

44. 4answer
THEY measure process
based on successful
customer outcomes

45. 5question
DO YOUr processes start
with an internal trigger
(phone call, letter,
request for something)

46. 5answer
THEIR processes start
with customer need
defined and finish when
that need is satisfied

47. 6question
DO YOU assess
organisation capability
based on skills and
competence?

48. 6answer
THEY measure success
based on successful
customer outcomes

49. "We can't solve
problems by
using the same
kind of
thinking we
used when we
created them."

50. Delivering outstanding
customer service isn’t its
own department.
At great companies it is
everyones job. Outside-­‐In
The
Secret

51. 6impacts
questions
answers

52. ideas to begin categorizing by needs:
1. who is your most important customer ?
2. what is the primary product service they buy ?
3. what are their expectations of what they buy ?
4. what process do they think they are involved with ?
5. what do you do that impacts their success ?
6. what are their real needs (make them smart) ?
7. what is the one liner that summarizes their
successful customer outcome ?
do you segment
customers by
circumstance and
market inside-out
question1
www.bpgroup.org

53. • the impact of the printing press
– knowledge, libraries, information, a right to think about things and
influence local and world decisions
• the internet means information at our finger tips
– no travel – no need to go to the shops – we get thing the next day
delivered, influence and control of our lives
• The crime is many businesses are asleep at the wheel.
They haven’t brought themselves into the 21c.
Kodak, Nokia, Samsung, Blockbuster, Sony, Financial institutions
• Others are thriving
– what is the difference? Apple, Samsung, Google, Emirates, Virgin,
Zara, Westjet, Starbucks
• how are they doing that? six impacts/questions & answers
The Crux of the Issue - outline

56. Three SIX proven process
techniques used in
Google, Apple and Samsung.

57. “Build
a
great
experience,
customers
tell
each
other
about
that.
Word
of
mouth
is
very
powerful.”
Jeff
Bezos,
CEO
Amazon.com
“A
business
absolutely
devoted
to
service
will
have
only
one
worry
about
profits.
They
will
be
embarrassingly
large.”
Henry
Ford
“Delivering
outstanding
customer
service
isn’t
its
own
department.
At
great
companies
it
is
everyone's
job.”
Steve
Towers,
Outside-­‐In
The
Secret.
AQribuRons:
Jon
Evans
(@rezendi)
The
Clinton
Project
iStockphoto
BigStock
Vistaprint
No.
10
Downing
St.
Wikipedia
More
informaRon:
Connect:
twiQer.com/stowers
www.bpgroup.org