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Customer Centricity + Crowd & Community Innovation (Public)

kontakt: mso@ilab.dk
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Sputnik5 by Innovation Lab

on 14 April 2016

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Transcript of Customer Centricity + Crowd & Community Innovation (Public)

indsigt og læring
som fundament
CUSTOMER CENTRICITY + COMMUNITY & CROWD INNOVATION
FARVEL TIL DEN INDUSTRIELLE VERDEN
"Everything that can be invented, has been invented"

Charles H Duell, US Patent Office Commisioner 1899
"indrettet efter det vi gør"
kunden i centrum
BRUGERINDDRAGELSE
#DIGITAL #CO-CREATION #OPEN INNOVATION
RATINGS:
#TILLID #RELATION #ÅBENHED
WHO WE ARE
EST. 2001
International outlook – technological insight. Since 2001, we have established an international network comprising close to 2500 connections within worldwide research, product development and entrepreneurship.

This network operates as our "antenna association" providing us with a broad perspective of the scope of emerging technologies, of their potential, and of who has advanced the furthest and with what. Such an overview supplies us with a quite precise impression of what will be stirring in 3-5 years which is the time span right now on the drawing boards of research and development departments.
GLOBAL NETWORK
Preben Mejer, Co-founder
Mads Thimmer, CEO
FOUNDED BY PIONEERS OF TECH, DIGITALIZATION & INNOVATION
BERGEN
COPENHAGEN
AARHUS
STAVANGER
+ Dubai, UAE
TECH & TREND SCOUTING
WEB + DIGITAL DEVELOPMENT
CONCEPT & PRODUCT DEVELOPMENT
PRETO- & PROTOTYPING
INNOVATION CULTURE
OPTIMIZATION
TRAINING & DEVELOPMENT
NEW WAYS OF WORKING
STRATEGIC HAPPINESS
HQ 2.0
INNOVATION MANAGEMENT
TREND SCOUTING
BUSINESS ANTHROPOLOGY
CUSTOMER JOURNEY & NEEDS
PERSONAS
USER-DRIVEN INNOVATION
BUSINESS MODEL INNOVATION
IDEATION
CO-CREATION
OPEN INNOVATION
BIOMIMETICS
THE DIGITAL ORGANIZATION
PRODUCT & CONCEPT DEVELOPMENT
WEB & GRAPHICS
IBEACON
IDEA & INNOVATION MANAGEMENT
DIGITAL
STRATEGY &
BUSINESS MODEL
USERS
ORGANIZATION
TECHNOLOGY
OUR EXPERTISE: DIGITALIZATION & INNOVATION
CONSULTING, KEYNOTES, FACILITATION, TRAINING, DIGITAL CONCEPT DEVELOPMENT
WHAT WE FANCY RIGHT NOW
SHARING-ECONOMY
GAMIFICATION
IOT
HQ
INNOVATION CULTURE & ORGANISATION
LAB AGENTS
THE CODE
see challenges as opportunities

understand the user

seek external inspiration

stay updated

change is constant

build the right it before you build it right

ideas are cheap

just fucking do it....
EXPLORERS
G33K$
ENTREPRENEURS
DESIGNERS
INNOVATORS
PROVOCATEURS
COOKS
TRAVELLERS
DREAMERS
ROCKERS
LEARNERS
INVENTORS
FACILITATORS
"sandhedens øjeblik"
Moonshots live in the gray area between audacious projects and pure science fiction; instead of mere 10% gains, they aim for 10x improvements.
Martin
Organisatorisk kompleksitet er steget 6-fold siden 1955
--> har ført faldende agilitet ift. behov og øgede barrierer for innovation med sig

Den interne kompleksitet har oversteget markedets/den eksterne kompleksitet
--> hierarkiske lag, procedurer, forretningsregler, HR

Antallet af beskeder stiger markant (emails osv. fra 1.000/år i 1970 til ca. 30.000 idag/år)

Antallet af møder (15 % af lederes tid i dag) & emails sendt under møder er steget drastisk
Gns org. levetid:
Fra 75 år til 15 år
Tele-produkter: fra 19 år til 9 måneder
Organisation --> R&D --> Budget --> Ide --> Markedet


Ide --> Markedet --> Budget --> Team/Organisation--> R&D
FØR

NU
OCULUS RIFT - 18 måneder til $2B
“I’VE SEEN FIVE OR SIX DEMOS THAT MADE ME THINK THE WORLD WAS ABOUT TO CHANGE: APPLE II, NETSCAPE, GOOGLE, IPHONE … THEN OCULUS.”
Chris Dixon, VC@Andreesen Horowitz
A new world
Fra industrialisering til digitalisering
Lokal
Ejerskab
Lukket
Envejs
Top down
Udbud

...nye drivers = nyt mindset
= nye værktøjer & strategier
vs
During the next 25 years we will see more change than we have the past 5.000 years...
...så hvad har egentlig forandret sig?
... And what's around the corner?
3 b minds
wifi in space
space mining
tube for travel
IOT
Biohacking
Immortality?
Digitaliseringen forandrer ALT!
In 5 years there will be at least 2 million people that are completely digitized and 3 billion people will get online.

If you are an accountant;
Bitcoin will make accounting obsolete.

If you are in banking:
Facebook, Apple, Google, Snapchat is taking you business

If your are in the energy sector:
Elon Musk / Tesla is building batteries to power your house

If you are in computing;
by 2020 it will be cheaper to sequence your DNA than flushing your toilet.

If you are in data;
by 2020 we will have created 73.5 zettabytes of data (21 zeros).

If you are in transport;
The development of drones is accelerating at twice the speed of Moore’s law.

If you are in farming or retail;
in 3 years there will be nano fridges that can print broccoli.

If you are in pensions;
People will live to be 200 years.
“Unicorn Club” (by our definition, U.S.-based software companies started since 2003 and valued at over $1 billion by public or private market investors)
TECHCRUNCH, 2013
AGE OF THE UNICORNS
mindset matters (a lot)... what's yours?
1: "The only constant is change, and the rate of change is increasing"

2: Every industry will be (digitally disrupted)

3: Innovation happens in external settings

4: It's the most exiting time to be alive

5: Your mindset matters... (a lot). WHAT'S YOURS?
www.localmotors.com
1/100 development cost
1/5 time
3.400 designers
Greener: more energy efficient and less production waste
44.000 designs every year
Er vi skarpe på vores kunders behov?

Hvordan kan vi være på forkant med udviklings-behovene?

Kan vi bruge eksterne ressourcer og kompetencer?
Business development Engineer
Master of Management
Iværksætter
Likes: Fly-mad

Strategy Lead @ Innovation Lab
DIGITALIZATION & OPTIMALIZATION OF SAFETY-PROCESSES USING CUTTING EDGE MOBILE TECHNOLOGY
DEVELOPMENT OF NEW HEALTH-SAFETY-ENVIRONMENT (HSE) TRAINING USING GAMIFICATION AND DIGITAL TOOLS
HACKATHON @ MUSEUM JORN:
inviting 50 people to innovate on the new museum experience
#IDEATION #CONSULTING #PRODUCT DEVELOPMENT #PRETOTYPING
#IDEATION #CONSULTING #PRODUCT DEVELOPMENT #PRETOTYPING
#IDEATION #CONSULTING #PRODUCT DEVELOPMENT #PRETOTYPING #HACKATHON
Our work defines us
DENMARK
IRELAND
JORDAN
INDIA
SINGAPORE
MALAYSIA
WORLD'S FIRST MUSIC-STORE (3 MONTHS BEFORE iTUNES)
TRAINING ENTREPRENEURS IN JORDAN
+ TRAINING ENTREPRENEURS IN:
DESIGNING THE ORGANISATION: MAKING KRIFA THE DIGITAL DISRUPTER
(Quirky kan gå fra idé til marked på 29 dage)
Perfektion er tegn på nedgang...
Innovations- og idéplatform by Innovation Lab
"Stay Relevant"
Besøg hos verdens mest innovative virksomheder

Global
Adgang
Åben
Tovejs
Bottom-up
Efterspørgsel
BRUGERNE FÅR MAGTEN!
=
Motivationen for at være customer centric:
- Kunden bliver
udgangspunkt
for udvikling (udefra-Ind)
- Kunden bliver
synlig
for alle
-
Dataopsamling
&
optimering
bliver mulig
- "
Moments of truth
" detekteres, analyseres og optimeres
-
Unødvendige
trin i brugerrejsen kan elimineres
-
Brugerorienteret forretningsudvikling
Pivot kan handle om at omkonfigurere det eksisterende
Pivot-typer:
Zoom in-pivot (fokus på én feature som et stand alone produkt/service)
Zoom out-pivot (produktet bliver feature i større produktpakke)
Customer-segment-pivot (behold funktionalitet - nyt segment)
Customer need-pivot (problemet er ikke det rigtige - find et andet problem)
Platform-pivot (ny vækstmodel via ny platform)
Forretningsarkitektur-pivot (eks. høj margin/lav volume vs. lav margin/høj volume)
Value Capture-pivot (Ny indtægtskilde/forretningsmodel på samme løsning)
Engine of growth-pivot (Viral, sticky eller betalt vækstmodel)
Channel-pivot (Ny salgs- eller distributionskanaler)
Technology-pivot (Samme løsning med ny teknologi)
Fra automatiserede 1-1 mail-anbefalinger til online-anmeldelselseplatform
Fra video-datingsite til generel deling af videoer
Fra billeddeling-funktion i online spil til billeddeling for alle
Pivots baseret på brugerindsigt
Zoom out
Zoom in
Platform pivot
Blue Apron
- vælger måltider
- sender ingredienser
- simple instruktioner
Det digitale paradigme: "Customer-Centricity" som innovations-driver

Hvorfor skal vi kende vores brugere?

Hvordan gør verdens mest innovative virksomheder? Eksempler fra andre brancher

TECH & TREND SCOUTING
WEB + DIGITAL DEVELOPMENT
CONCEPT & PRODUCT DEVELOPMENT
PRETO- & PROTOTYPING
INNOVATION CULTURE
OPTIMIZATION
TRAINING & DEVELOPMENT
NEW WAYS OF WORKING
STRATEGIC HAPPINESS
HQ 2.0
INNOVATION MANAGEMENT
TREND SCOUTING
BUSINESS ANTHROPOLOGY
CUSTOMER JOURNEY & NEEDS
PERSONAS
USER-DRIVEN INNOVATION
STRATEGY
BUSINESS MODEL INNOVATION
IDEATION
CO-CREATION
OPEN INNOVATION
BIOMIMETICS
THE DIGITAL ORGANIZATION
PRODUCT & CONCEPT DEVELOPMENT
WEB & GRAPHICS
IBEACON
IDEA & INNOVATION MANAGEMENT
DIGITALIZATION
BUSINESS MODEL
USER
ORGANIZATION
TECHNOLOGY
OUR EXPERTISE: DIGITALIZATION & INNOVATION
test m billeder?
Er I kunde-centreret?
The network-based "organisation"
specialized "startups"
Global network
awesome people, projects and knowledge
DIGITALIZATION & OPTIMALIZATION OF SAFETY-PROCESSES USING CUTTING EDGE MOBILE TECHNOLOGY (DONG Thermal Power)
IP FIREFIGHTER - WEARABLE 1.0
#IDEATION #CONSULTING #PRODUCT DEVELOPMENT #PRETOTYPING
WORLD'S FIRST DIGITAL "all-you-can-eat" MUSIC-STORE (3 MONTHS BEFORE iTUNES)
Business development engineer
Master of Management
Serial entrepreneur
Likes: Airplane food
Dislikes: Shaving (at the moment)
DESIGNING THE ORGANISATION: MAKING KRIFA THE DIGITAL DISRUPTER
indsigt og læring
som fundament
Fortæl historier
Ha det sjovt
passion
kultur og oplevelser
historier
Customer Centric Office
Kilde: IDEO og Standford University
"Listeners are Better Innovators"
Tim Brown, IDEO
empati
indlevelse
kreativitet
nysgerrighed
rationalitet
Design Thinking principper Innovation
begynd ved begyndelsen...
Hav mennesket i fokus...
Prøv tidligt og ofte...
Søg hjælp og inspiration udefra..
“Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.”
—Tim Brown, president and CEO
DESIGN THINKING
PERSONAS
"indrettet efter det vi gør"
Tydeliggør kunden og værdiskabelsen
CUSTOMER JOURNEY
En metode til at kortlægge kundens rejse (eller Personas) for derved at kunne designe den optimale kundeoplevelse
Eksempler
De første 5 steps
Mere end blot plakater på væggen...
Brug
https://www.behance.net/gallery/16607729/Proto-Personas-for-Car-Care-App
http://www.search-mojo.com/infographics/buyer-personas.php
http://pinthemall.net/pin/5316393e53c38/
http://www.furminatorworthit.com/edgar/
http://adsoftheworld.com/media/print/cannes_lions_samuel
https://www.behance.net/gallery/23455661/User-Personas-Accenture
http://clarissaishak.com/project-waterteam.html
http://blog.mailchimp.com/new-mailchimp-user-persona-research/
http://visual.ly/7-types-people-you-find-restaurant
Eksempler
http://www.lonocreative.com/graphic-design/infographics/
http://www.cmswire.com/cms/customer-experience/get-to-know-your-customer-experience-lifecycle-cxm-019003.php#disqus_thread
http://customerexperienceplanning.com/2012/04/11/customer-journey-mapping-part-i-the-basics/
http://visual.ly/internet-banking-user-journey-mapping
Hvordan kan du/I anvende personas og customer journeys?
Men hvem/hvad kommer til at "disrupte" forsikringsbranchen?
Almost 1 billion iTunes accounts...
?
Uber: on-demand forsikring
Netflix: flat-rate forsikring

Intelligent-lokations-situations-baseret-auto-forsikring?
"Insurance w friends"
"Insurance based on health and lifestyle"
"Insurance based on data"
Customer Centricity

eller

Kunde-centreret
http://blog.kissmetrics.com/customer-centric-company/
"Too many companies are customer friendly, but not customer centric. In other words, they treat each customer the same, missing an opportunity to discover who their best customers are"

Customer Development

Product development can take place in house, but without talking to customers you’ll never truly have a customer focused product. You need to get out of the building and talk to customers.

In customer development, a business or entrepreneur interviews customers with the end goal of building a better product for them.

Customer development can be tricky and it’s easy to do it incorrectly without some training. We’ve put together a list of resources to help you learn and excel in customer development.
Working Backwards From The Customer

Amazon has a phrase “start with the customer and work backwards.” Each Amazon product manager writes up an internal press release that centers around the customer problem, how current solutions fail, and how the new product will blow them away. If the benefits don’t sound interesting, the product manager will need to iterate until they actually have a list of useful benefits. Once the product gets into development, the press release becomes the guiding light.

To truly become a customer focused company, you need to look at things from the customer perspective, as opposed to a financial perspective. Usually the money will follow. A customer focused company looks at the company from the outside-in rather than the inside-out.
Availability

The options consumers have for connecting with customers has never been bigger. Phone calls, emails, tweets, live chats, and Facebook messages are some of the more common routes. If you want to become a customer focused company, you need to understand how your customers prefer to interact with your company. Limiting their options can lead to frustration. This doesn’t mean you have to be on every channel imaginable, but instead on the channels where customers most commonly interact with your brand. Being on Twitter is recommended as customers are talking about you on this channel.
WHY?
Indretningen minder os om kunderne
Vi signalerer at kunderne er i centrum og vi gør alt for at forstå dem
Det stimulerer kreativitet og innovation
WHY?
Personas are archetypes built to identify our real users profile, needs, wants and expectations in order to design best possible experience for them
Personas er "fiktive" personer - men baseret på primær data og research omkring en rigtig problemstilling eller mål.

De kan laves som "Proto-Personas" ud fra det vi antager vi ved - men bør valideres via research.

Et produkt bør have et minimum antal personas til design/udiklingsprocessen.

Personas bør besvare: Hvad er brugerens behov? Ønsker? og begrænsninger?

At udvikle personas er en kontinuerlig proces....
Personas are ‘fictional’ characters. Even so, they are created based on real data and research around a problem domain, or a focus target.
In UCD the personas are created based in a previous research, but in Lean UX methods for example, personas are created originally based on assumptions (proto-personas) in a brainstorming session with the team, and further checked against actual real data (See Gothelf, Jeff. Lean UX. Applying Lean Principles to Improve User Experience. 2013).

A product should have the minimum number of personas, so we focus design and this may guarantee better success.

Personas must answers three basic questions: what are the user needs, wants and limitations.
In User Personas is more important to be precise than accurate. This means they must be strongly consistent to itself so they don’t crush during the development process (“It matters more that the persona is expressed with sufficient precision that it cannot wiggle under the pressure of development than it does that it be the right one“).
Husk
Hvor og hvordan kan du bruge personas i dit arbejde?
"sandhedens øjeblik"

Vi bruger det det til at besvare:
Hvad vil XYZ gøre i dette øjeblik?
Hvad vil XYZ have brug for nu?
Forstår XYZ dette?
http://www.seomoz.org/blog/the-new-seo-process-quit-being-kanye
Succesparametre
Journeyen udvikles på tværs af funktioner

Der skabes ejerskab for journeys og personas

Skal evalueres og justeres jævnligt

Customer Centricity -> journeys -> personas kræver opbakning fra ledelsen

INDHOLD
Martin Schorling
Senior Lab Agent & Strategy Lead @ Innovation Lab
International insights
Peter Fader, Wharton marketing professor and co-director of The Wharton Customer Analytics Initiative
BONUS
"Operator is for "anything where you’d want someone to give you some judgement if it’s the right fit for you, where you’d value their opinion."
GOOGLE LOON: INTERNET TO THE (3RD) WORLD
FACEBOOKS LASER-DRONES: INTERNET TO THE (3RD) WORLD
ELON MUSK: WIFI IN SPACE !?
BTW... prices of drones:
from +100mUSD -> 50USD
most cars have somewhere between
5,000 and 6,000
parts. The Strati has just
49
, including its 3D printed body (the largest part), plus more traditional components like the motor, wheels, seats and windshield
3D PRINTING:
"WILL BE BIGGER THAN THE INTERNET"
GOOGLE CAR
A HOUSE PRINTED IN LESS THAN 24 HOURS
"Change will never be this slow again"
De innovative organisationer:

Er kunde-centreret / Customer centric

Er åbne og involvererer deres kunder/brugere

Ser kunderne/brugerne som innovations-aktiver
Krifa som platform:

Kan man forestille sig en crowd-baseret fagforening?
Eller en A-kasse hvor man "forsikrer" venner og bekendte ved ledighed?
Hvordan kan KRIFA imødekomme feedback fra kunderne?
zappos
Summa:

Kunder-centricitet bør være et strategisk fokus, som giver adgang til crowdsourcing =
Tættere på kunden og værdiskabelsen
Innovation sker i (eksterne) communities/fællesskaber

Metoder:
Hackathons med brugerne
Digitale platforme skaber åbenhed 24-7
Personas & customer journey
Indretning af kontoret efter det I gør (God Arbejdslyst?)

Brugerne forsikrer hinanden
"Låneklubben"
85 af de 100 største brands har brugt crowdsourcing i løbet de sidste 10 år
Co-Creation: samskabelse med brugere, kunder, borgere, netværk etc.

Crowdsourcing: ekstern "hjernekapital" eller arbejdskraft

Crowdfunding: ekstern kapital som kan tilgåes via digitale platforme
Iværksættere som innovations-enhed
Crowdfunding: Brugerne finansierer produktudviklingen
DESIGNING THE ORGANISATION: MAKING KRIFA THE DIGITAL DISRUPTER
CUSTOMER CENTRICITY:
CUSTOMER JOURNEY
PERSONAS
USER-DRIVEN INNOVATION
CUSTOMER CENTRICITY @ INSURANCE & CLAIMS
STRATEGIC FOCUS
PERSONAS
CUSTOMER JOURNEY -> SALES, MARKETING, PROD. DEV. ETC.
CUSTOMER CENTRIC OFFICE
Our work defines us
AUTODESK

KEY TAKEAWAYS
Complete integration with the (end)users: Autodesk can see first hand what users are doing with their products, thus identifying issues an opportunities for improvements and radical innovation.
Employees are given access to a space where they can work on any kind of project - personal as well as professional.
Supported from top-level. CEO is a maker himself


WHAT TO CONSIDER @ HOME
Could you invite your user/customers "inside"?
What could you learn from them? What can they learn from you?
How can you involve users in your innovation/product/service development otherwise?
3D print ANYTHING
Printers from 250K $ to 1K $
1: Status as-is
How well do you now your customers/users?
How are you getting your data?
In which cases do you involve them?
Example of Outcomes: Personas, Customer Journeys

2: Strategy for customer centricity
When and where do we want/need to involve our customers? (products, services, experience?)
Which data do we have access to already? which new data do we need?
Which formats/activities should be developed? (Innovation process? R&D? products development?)
Measure, culture

3: (test) Launch
Test of formats
Iteration
APPROACH
INNOVATION LAB
Martin Schorling
Full transcript