Download - Customer Who??
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Customer Who?!??Do you know what your customers really want?
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Maria Matarelli
@MariaMatarelli
Meet the Presenters
Danny Sack
@SackDanny
#Agile2013
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Topics
• Importance of Customer Feedback
• Case Study
• Dissect Communication Layers
• Techniques for Engaging your Customers
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IMPORTANCE OF FEEDBACK
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Majestic Loki
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Majestic Loki and his sister Lexi in their pure ‘no feedback’ position
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CUSTOMER EXPERIENCE
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CASE STUDY
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Background
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10
Create a virtual index of the real world
Make the world computable
Bridge the virtual world and the real world
Our Mission
© 2012 Nokia | Confidential
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Organizational Intro
7,000 employees on 6 continents in 50 countries
2 million changes every day to the database
300 patents granted and over 250 pending
8 /10 navigation devices are powered by HERE
More than 22 million miles of roadway
Up to 260 attributes per road segment
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Background
HERE – maps and location based services
Power navigation systems in 80+% of cars
Complicated sales process for multi-year contracts
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New Product Example
HERE recently launched a dynamic content delivery service for
our customers -> Location Based Search
Complete departure from our previous generation product
Allows our customers to radically rethink the way they compete
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First Generation Product
3 years of R&D work
Millions of dollars invested
Thousands of man-months consumed
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Where is the Customer?
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Product Roadshow
Customer visits
- 30 key Customers
- 7 Countries
Enrolled 10 key customers in a Beta Program
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Findings and Feedback
“This is possibly the most important new development by Nokia in the last 10 years"
- Director of Product Management
“You sold us a vision, not a platform."- VP of Sales
“Have you considered this implementation?"
- Director of Business Development
“What if we don’t want to change our products?"
- Senior Architect
“How do we see some sample data?"
- Director of Engineering
"The experience that we've had in the Beta has been incredibly frustrating"
- Director of Product Management
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The Good, Bad, & Ugly
• The basic premise
was perfect for the
marketplace
• We built to the wrong
use cases
• Our solution didn’t
and wouldn’t scale
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IMPACT
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Back to the Drawing Board
Rework the product –> 12 more months of R&D
Reposition the product –> Aligned to a portfolio
Re-launched the offering and re-introduced it to our customers
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Results
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Poll the Room
Do you know your key customers?
Do you know how many layers exist
between you and your customer’s key
decision makers?
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DISSECTING THE LAYERS BETWEEN YOU AND YOUR CUSTOMER
Exercise
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Communication Breakdowns
Engineers build products far removed from what is promised
or needed
Product Managers write requirements for respective programs
Customer(Business
Mgr)AE
Product Manageme
ntR&D
Customer(Product Mgmt)
Customer (Engineerin
g)
Account Execs talk to business
managers
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Exercise
Draw the communication
layers between
you and your customer
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SHARE & DEBRIEF
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PM Partners with Sales
Customer(Business
Mgr)AE
Product Manageme
ntR&D
Customer(Product Mgmt)
Customer (Engineerin
g)
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Startup
Warm Body
Customer(Business Mgr)
Customer(Product Mgmt)
Customer (Engineering)
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Workshop
Customer(Business Mgr)AE
Product Management
R&D
Customer(Product Mgmt)
Customer (Engineering)
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TECHNIQUES FOR ENGAGING CUSTOMERS
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Techniques for Engaging Customers
• Direct customer involvement with teams
• Full feedback loop into Product Backlog
• Open Space
• Visual Collaboration
• Innovation Games
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Direct Customer Involvement
Beta programs are good, but may be too late
Iterate earlier with key customers•Alpha --> pre-Alpha --> rough draft
Get the engineers in a room together
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Feedback cycle
________________________________________________
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Open Space
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Innovation Games
Engaging
people
through
collaborative
play
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Empathy Map
Helps you gain insight and understanding for a targeted persona
Reference: http://innovationgames.com/empathy-map
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Me & My Shadow
Identifying your customers hidden needs
Reference: http://innovationgames.com/me-and-my-shadow
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Prioritization
Customer feedback feeds into team backlog
Prioritize customer requests
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Buy a Feature
Prioritize features
Reference: http://innovationgames.com/buy-a-feature
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20/20 Vision
Understand customer priorities
Reference: http://innovationgames.com/2020-vision
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Bang for the Buck
Collaboratively rank a project backlog based on
estimated value and estimated cost
Reference: http://innovationgames.com/4454-2
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IN SUMMARY
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Q’S
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Contact Us
Maria Matarelli http://www.bevilledge.com
@MariaMatarelli
www.linkedin.com/in/mariamatarelli
Danny Sack
@SackDanny
www.linkedin.com/in/dsack