Innovation Leadership TrainingDay Two

Insights Recap

February 6, 2009

All materials © NetCentrics 2008 unless otherwise noted

Welcome• This section provides a introduction to the

customer experience journey and scenario planning and a recap to our second day of training

What We Want to Accomplish

Goals for this section

• Our goal this section– Introduce the Customer Experience Journey as

one other tool to identify needs– Introduce the concept of scenario planning– Consider the identification and evaluation of

customer needs– Recap and review key takeaways

Key Points• Consider innovations in customer service and

experience– Often innovation is about products or business models

• Aggregating trends into a scenario plan can provide powerful insight

• The identification of trends and customer needs is an iterative, ongoing process– The gathering and synthesis of trends must be

ongoing

Customer Experience Journey

• One other interesting tool to consider is appropriate for business model/customer experience innovation

• Called the Customer Experience Journey, it attempts to capture all of the customer touchpoints throughout the customer life cycle

• Evidence shows that often we place too much emphasis a few factors but omit or neglect other factors

Customer Journey Map

Time

Significantactivities oractions

Customer Satisfactionwith each step ofthe lifecycle

Another map

Material from Peer Insight

Customer Experience / Service innovation

• When considering an innovation that impacts customer service, or when you are trying to dramatically improve service innovation, understand all the “moments of truth” from the customer’s perspective

• Identify which moments of truth are well satisfied and which touchpoints can be improved

Scenario Planning

• Scenario Planning is a technique that allows your team to forecast the future based on the trends and customer insights you’ve collected

• Scenario Planning seeks to forecast several alternatives futures assuming several key assumptions or trends continue to develop

• Once a scenario is developed, your team can determine which factors or trends are important and the implication of the scenario

Developing Scenarios

• Scenarios are usually developed in a workshop over a two or three day period as the team considers the current state, trends, customer insights and expert decisions

• The workshop breaks into teams to develop scenarios of the future 3-5 years out to forecast their expectations supported by the trends they believe are important

Capstone

• The scenario planning workshop is the “capstone” of the trend gathering and customer insight process

• Using this technique, your team can peer into the future and attempt to influence or direct the future rather than simply react to it.

• Schedule a scenario planning workshop at least once a year

Putting it all together

• Today, we’ve looked at:– Trends, and where to find them– The importance of constantly evaluating and

synthesizing those trends– Other tools to gather customer insight

• Voice of the Customer• Ethnography• Lead Users

– Strategy Mapping and Customer Experience journey

Tools and Approaches

• These are all tools at your disposal• Trend gathering and synthesis should happen

on a consistent basis at some level in the organization

• The other tools can be leveraged when appropriate to gather more insight or determine the most important or relevant needs on a case by case basis

Key Takeaways

• Understand how to identify the changes in the market and in customer needs that are occuring

• Use these tools to identify which needs are important and whether or not the offerings meet customer expectations

• Understand when to use each tool for greatest effectiveness

Questions

Homework

• Consider reading– Blue Ocean Strategy by Kim and Mauborgne– Democratizing Innovation by von Hippl– Review some of the trend spotting sites and sign

up for their free newsletters– See Shell’s guide to Scenario Planning

http://www-static.shell.com/static/aboutshell/downloads/our_strategy/shell_global_scenarios/scenario_explorersguide.pdf

Preparation

• Next Class– February 19– Prepare for idea generation techniques

• Read Gryskiewicz’s white paper on ideation techniques• Consider reading Roger von Oech’s Whack on the side of the Head

– Come prepared with one or two opportunities or challenges that we can use for brainstorming

– Come prepared to address two or three trends that might impact your idea and how you’d addressed those trends