Steve Towers Workshop Florida January 2011

Steve Towers
CEO & Founder
BPGroup
Contact me: steve.towers@bpgroup.org

BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved

IN
OUTSIDE

Examples

Tony Hsieh

Listen to the 15 minute interview

1. Overview


2. Workshop


3. Wrap-up


www.stevetowers.com
www.bpgroup.org
www.bp2010.com
www.towersassociates.com
www.oibpm.com


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www.successfulcustomeroutcomes.net

“It’s true the
questions
Are the
same…

But this
year the
answers
Are very
different”

We shouldn't keep
looking back to the
past to define the
possibilities for the
future

This is a Copernican
moment for many
Copernicus - 19 February 1473 – 24 May 1543 businesses
He died 467 years ago

Too many managers have become so
specialized that they don’t think in
terms of the company’s big picture.
Philip Kotler


A new perspective.. It’s a seismic shift in focus

The
Customer Experience
Enquire about a Navigate to the Experiencing Baggage Enjoying the trip Relaxing in the Returning Home Enjoying a
trip airport hospitality transportation hotel Coffee at Home

is the Process

www.cemmethod.com
EXECUTE

REVIEW

ASSESSMENT

Moving from
Inside-Out
Left to Right
Pyramidal
Rigid
Functional
Specialist
To…..


Thru Process
centric
towards
Outside-In
and a
Customer
centred view
of business


STRATEGY

LEADERSHIP

Understand & PROCESS PROCESS
Create DIAGNOSTICS PROCESS DIAGNOSTICS Develop
Develop Process DIAGNOSTICS Perform Manage
Successful
Activity Identify Identify Risk Action Delivery
Customer Identify Assessment
List Moments of Breakpoints Business Plan
Outcomes Truth Rules

PROCESS INNOVATION

PERFORMANCE MANAGEMENT

TECHNOLOGY IMPLEMENTATION

PROGRAMME INTEGRATION


Element Always Discretionary Levels
Process Activity Map (PAM) Y 1-2-3-4
Process Diagnostics Y 1-2-3-4
Twenty Two OI Quantifiable Elements (Levels 1-5)
Risk Assessment Y 1-2-3-4
Action Plan Y 1-2-3-4
Actions Taken Y 1-2-3-4
POF Dependencies Y 1-2-3-4

Points of Failure profile Y 1-2-3-4

Future State PAM Y 1-2-3-4

Risk Impact Assessment Y 1-2-3-4

Process Elasticity Y 1-2-3-4
Validated Process Activity Map Y 2-3-4
SCO Mind Map Y 2-3-4
Validated Process Diagnostics Y 2-3-4
Innovation Landscape Y 3-4
SCO Statement Metrics Y 3-4

OI Strategic Matrix Y 3-4

Process Performance Landscape Y 3-4

Performance Management Scorecard Y 4-5

OI Strategy Map Y 4-5

IT Opportunities matrix Y 4-5

Individual Scorecard Y 4-5
SCO Capabilities Overview
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved Y 4-5

Hands-on Exercise


www.cemmethod.com
EXECUTE
REVIEW

ASSESSMENT

DISCOVERY

Transforming to Outside-In
Process - the Beginning and The Successful Customer
the End Outcome

Where does the process start and finish? What is it and how can it reshape our
processes and our business?

Process Points of Failure What business are you (really)
Moments of Truth | Breakpoints | Rules in?

What and Where are they? Can you deliver compelling 21st processes?


Where does your process start and finish?


Questions in an Outside-In world

Where does the process start and finish?


A new perspective..
It’s a seismic shift in focus

The
Customer Experience
Enquire about a Navigate to the Experiencing Baggage Enjoying the trip Relaxing in the Returning Home Enjoying a
trip airport hospitality transportation hotel Coffee at Home

is the Process

If I had asked them
what they wanted
they would have said
faster horses

Henry Ford
the Model T

Understand & Develop Successful Customer Outcomes
CRAFTING THE
SUCCESSFUL CUSTOMER OUTCOME
Understanding the real Customer Need TOOLS

Layer 1: Layer 4:
Who is the How does
Customer? what
We do impact
Customer
Layer 2:
Success?
What is the
Customers
current Layer 5:
Expectation? The Successful
Customer
Outcome – what
Layer 3: What is the The One liner does the
process the customer SCO: customer really
thinks they are involved One line need from us?
with? statement that
explains the
actual SCO
The primary purpose of crafting Successful Customer Outcomes is create a fundamental focus for a
process, set of processes or indeed complete enterprise strategy. The SCO extends way beyond legacy
inside-out thinking to create an actionable strategic and operational objective for the entire organisation.
BPGroup 18 th Annual Conference - January 2011 © BPGroup – All Rights Reserved

Successful Customer Outcome Determine when a student
THESE THINGS ARE
can register
MEASUREABLE
THESEDetermine if aARE PERSONAL
THINGS student can
THESEgraduate ARE OUTSIDE-IN
THINGS
Student Determine if a student can
How does what we afford the class
Who is my
Customer? do impact Customer
I must go through the Success?
financial aid process to I need to receive my financial
What is the assistance
get Aid
Customers current
SCO
The SCO - I need to receive aid before the
expectation? what does semester starts
There will be problems, the customer
but I should eventually What is the process the REALLY need I need to attend the classes I have
customer thinks they are from us? chosen
get my financial aid
involved with?
I do not want to call to chase progress

Getting an education Earning a degree I need to receive the correct amount

Building a Successful
I do not want to have to fix your
career mistakes


The Successful Customer Outcome
EDUCATION LOAN APPLICATION

Who is My Customer?
Student
We must be careful here. What we are Who is my How does what we
trying to do is identify the category Customer? do impact
of people who are likely to be our Customer
customer, and who we want to be Success?
our customer. What is the SCO
Customers The SCO -
current what does
This could be “people wishing to take expectation? the customer
classes” or “people desiring an
education” but… REALLY
want from
What is the process us?
the customer thinks
they are involved
“students” is a very good answer because with?
it defines that group of people who
are most likely to be consumers of
the “financial aid process.”


The Successful Customer
Outcome
Student
Who is my How does what
Customer? we do impact
I must go through the Customer
financial aid process to Success?
get Aid What is the
Customers
SCO
The SCO -
current what does
There will be problems, expectation? the
but I should eventually customer
get my financial aid REALLY
What is the process
want from
the customer thinks
us?
they are involved
with?


The Successful Customer EDUCATION LOAN APPLICATION

Outcome What is te process the Customer thinks
they are involved with?
Student
Getting an education
Who is my
Customer? Building a successful career
I must go through the Earning a degree
financial aid process to
What is the
get Aid
Customers current
SCO
This is a major step beyond traditional process
expectation?
management techniques.
There will be problems,
but I should eventually What is the process the
get my financial aid customer thinks they are This part of SCO Mind Mapping
involved with? moves us towards the “outside-in”
perspective where we can uncover
Getting an education Earning a degree how the process really effects the
customer.
career


The Successful Customer
Determine when a student
Outcome can register

Determine if a student can
graduate
afford the class
Who is my How does what we
Customer? do impact
financial aid process to Success?
get Aid What is the
Customers
SCO
current
There will be problems, expectation?
but I should eventually
get my financial aid What is the process
the customer thinks
they are involved with?

Getting an education
Earning a degree

career


The Successful Customer Determine when a student
Outcome THESE THINGS ARE
can register
MEASUREABLE
THESEDetermine if aARE PERSONAL
THINGS student can
THESEgraduate ARE OUTSIDE-IN
THINGS
How does what we
afford the class
Who is my
Customer? do impact
financial aid process to Success? I need to receive my financial
assistance
get Aid What is the
Customers
SCO
The SCO - I need to receive aid before the
current what does
expectation? semester starts
There will be problems, the customer
but I should eventually REALLY I need to attend the classes I have
get my financial aid What is the process the need from chosen
customer thinks they us?
are involved with? I do not want to call to chase
progress
Getting an education Earning a degree I need to receive the correct amount

I do not want to have to fix your
career
mistakes


Define the Successful Customer
Outcomes Map
CRAFTING THE
SUCCESSFUL CUSTOMER OUTCOME
Understanding the real Customer Need TOOLS

Layer 1: Layer 4:
Who is the How does what
Customer? We do impact
Customer
Success?
Layer 2:
What is the
Customers current
Expectation? Layer 5:
The Successful
Customer
Outcome – what does
Layer 3: What is the process The One liner SCO: the customer really
the customer thinks they are One line statement need from us?
involved with? that explains the
actual SCO

The primary purpose of crafting Successful Customer Outcomes is create a fundamental focus for a
process, set of processes or indeed complete enterprise strategy. The SCO extends way beyond legacy
inside-out thinking to create an actionable strategic and operational objective for the entire organisation.
BPGroup 18 th Annual Conference - January 2011 © BPGroup – All Rights Reserved

Moments of Truth


Moments of Truth

Power- Cinema Nike & iPod iPad
book iLife Displays iPod Classic

00 01 02 03 04 05 06 07 08 09
FREE
Original MAC iPod MacBook Air iPhone iPhone?
iPod OSX Shuffle 3GS


Jan Carlzon

"We have 50,000 moments of truth
every day.“

President, SAS


MOT
MOT MOT MOT MOT
MOT MOT MOT

Any interaction with the CUSTOMER
is a
MOMENT OF TRUTH


MOT
MOT MOT MOT MOT
MOT MOT MOT

And every
MOMENT OF TRUTH
Ripples and reverberates through the organisation


MOT
MOT MOT MOT MOT
MOT MOT MOT

And
MOMENTS OF TRUTH
Create complexity, cost, wastefulness and failure

MOT
THE CAUSE OF WORK MOT
MOT MOT
MOT

MOT MOT
MOT

THE EFFECT

Moments of Truth

MOT


MOT


Moments of Truth – they’re everywhere

 Moments of Truth
permeate our lives
in every product
and service


Moments of Truth

What are Moments of Truth (MOT)?

1) Moments of Truth are a Process Diagnostic
2) They occur ANYWHERE a customer “touches” a process
3) They can be person-to-person, person-to-system, systems-to-
person, system-to-system, and person-to-product
4) ANY interaction with a customer is a Moment of Truth
5) Moments of Truth are both process Points of Failure and
Causes of Work


What business are you really in?

What Business Are you in?

Roundtable....
Well-Being
Lifestyle management
Moving people
Fixing people
Gratification
Expression
Always-On


Questions in an Outside-In world

Where does your process start and finish?


Any sufficiently
advanced
technology is
indistinguishable
from magic.
Arthur C. Clarke


Gilead Sciences
 Gilead Sciences
http://bit.ly/62PfbP
 Gilead Sciences (GILD) saw sales rise to $5.3 billion in
the past 12 months, capping off three years of 38%
sales growth on average.
One secret was turning a cocktail of AIDS drugs into
a single once-a-day pill, making it easier for
patients to stick to their drug regimens.


Successful Customer
Outcomes
A customer is the most important
visitor on our premises, he is not
dependent on us.
We are dependent on him. He is
not an interruption in our work.
He is the purpose of it. He is not
an outsider in our business. He is
part of it.

We are not doing him a favour by
serving him. He is doing us a
favour by giving us an
opportunity to do so.

But I’m just a
manager
IT is not my
department …


The Outside-In promise

Outside-In promises to eliminate
wasted time, money and energy in
every organisation.

In achieving Outside-In we make a
Copernican shift and the Customer
becomes the focus at the centre of
everything we do.


adeus Tack Takk Vielen Dank
afscheid Bedankt Obrigado
再見 작별 인사 Grazie
tạm biệt नमस्ते
Thank You
Totsiens Terima Kasih Tak
Bedankt Gracias Kiitos
αντίο
Auf Wiedersehen
BPGroup 18th Annual Conference - January 2011
до свидания
© BPGroup – All Rights Reserved

In summary

To do things differently

We just need to open
our eyes wider and
see things anew

Reduce costs, improve
revenues and enhance
service simultaneously


Questions?


Certified Process Professional Levels 1&2 – 2011
Released this week – pre-register with card/note
for a 20% Early Bird discount – www.bp2010.com

“Faith is taking
the first step
even when you
don't see the
whole staircase.”
Dr. Martin Luther King

Steve Towers Workshop Florida January 2011

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Steve Towers Workshop Florida January 2011