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3 hour workshop at the BP Groups 18th Annual Conference in Orlando, Florida Jan 2011
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BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Steve Towers
CEO & Founder
BPGroup
Contact me: steve.towers@bpgroup.org
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved Examples
OU
TSID
E
IN
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Tony Hsieh
Listen to the 15 minute interview
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
1. Overview
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
2. Workshop
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
3. Wrap-up
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
www.stevetowers.com
www.bpgroup.org
www.bp2010.com
www.towersassociates.com
www.oibpm.com
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
COMMUNITY • Global – 45,000
• LinkedIn – 5,750+
TRAINING
• Accreditation CPP Practitioner CPP Professional CPP Master CPP Advanced Master
• Open & In house Learning
• Online Support
BUSINESS PROCESS
PROFESSIONAL
• Support Groups
• Mentoring & Coaching
CONSULTANCY &
RESEARCH
• Articles, News
• In-house Transformation
• Keynotes, Workshops
www.bpcommunity.org
www.bp2010.com
www.bpgroup.org
www.successfulcustomeroutcomes.net
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
“It’s true the
questions
Are the
same…
But this
year the
answers
Are very
different”
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
We shouldn't keep
looking back to the
past to define the
possibilities for the
future
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Copernicus - 19 February 1473 – 24 May 1543
He died 467 years ago
This is a Copernican
moment for many
businesses
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Too many managers have become so
specialized that they don’t think in
terms of the company’s big picture.
Philip Kotler
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Enquire about a trip
Navigate to the airport
Experiencing hospitality
Baggage transportation
Enjoying the trip Relaxing in the
hotel Returning Home
Enjoying a Coffee at Home
The
Customer Experience
is the Process
A new perspective.. It’s a seismic shift in focus
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
DISCOVERY
ASSESSMENT
REVIEW
EXECUTE
ww
w.cem
meth
od.com
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Moving from
Inside-Out
Left to Right
Pyramidal
Rigid
Functional
Specialist
To…..
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Thru Process
centric
towards
Outside-In
and a
Customer
centred view
of business
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
PROCESS INNOVATION
PERFORMANCE MANAGEMENT
TECHNOLOGY IMPLEMENTATION
PROGRAMME INTEGRATION
LEADERSHIP
STRATEGY
Understand & Develop
Successful Customer Outcomes
Create Process Activity
List
PROCESS DIAGNOSTICS
Identify Moments of
Truth
PROCESS DIAGNOSTICS
Identify Breakpoints
PROCESS DIAGNOSTICS
Identify Business
Rules
Perform Risk
Assessment
Develop Action Plan
Manage Delivery
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Twen
ty T
wo
OI Q
uan
tifia
ble
Ele
men
ts (L
evel
s 1-
5)
Element Always Discretionary Levels
Process Activity Map (PAM) Y 1-2-3-4
Process Diagnostics Y 1-2-3-4
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 Y 4-5
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Hands-on Exercise
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved DISCOVERY
ASSESSMENT
REVIEW
EXECUTE
ww
w.cem
meth
od.com
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Transforming to Outside-In
Process - the Beginning and
the End
Where does the process start and finish?
The Successful Customer
Outcome
What is it and how can it reshape our
processes and our business?
Process Points of Failure
Moments of Truth | Breakpoints | Rules
What and Where are they?
What business are you (really)
in?
Can you deliver compelling 21st processes?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Transforming to Outside-In
Process - the Beginning and
the End
Where does the process start and finish?
The Successful Customer
Outcome
What is it and how can it reshape our
processes and our business?
Process Points of Failure
Moments of Truth | Breakpoints | Rules
What and Where are they?
What business are you (really)
in?
Can you deliver compelling 21st processes?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Where does your process start and finish?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Questions in an Outside-In world
Where does the process start and finish?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Enquire about a trip
Navigate to the airport
Experiencing hospitality
Baggage transportation
Enjoying the trip Relaxing in the
hotel Returning Home
Enjoying a Coffee at Home
The
Customer Experience
is the Process
A new perspective.. It’s a seismic shift in focus
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Transforming to Outside-In
Process - the Beginning and
the End
Where does the process start and finish?
The Successful Customer
Outcome
What is it and how can it reshape our
processes and our business?
Process Points of Failure
Moments of Truth | Breakpoints | Rules
What and Where are they?
What business are you (really)
in?
Can you deliver compelling 21st processes?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
If I had asked them what they wanted they would have said faster horses Henry Ford the Model T
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Understand & Develop Successful Customer Outcomes
TOOLS
Layer 1:
Who is the
Customer?
Layer 2:
What is the
Customers
current
Expectation?
Layer 3: What is the
process the customer
thinks they are involved
with?
Layer 4:
How does
what
We do impact
Customer
Success?
Layer 5:
The Successful
Customer
Outcome – what
does the
customer really
need from us?
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.
CRAFTING THE
SUCCESSFUL CUSTOMER OUTCOME
Understanding the real Customer Need
The One liner
SCO:
One line
statement that
explains the
actual SCO
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Successful Customer Outcome
SCO
Student
What is the
Customers current
expectation?
There will be problems,
but I should eventually
get my financial aid
I must go through the
financial aid process to
get Aid
Getting an education
Building a Successful
career
Earning a degree
What is the process the
customer thinks they are
involved with?
Who is my
Customer?
Determine if a student can
graduate
Determine if a student can
afford the class
Determine when a student
can register
How does what we
do impact Customer
Success? I need to receive my financial
assistance
I need to receive aid before the
semester starts
I need to attend the classes I have
chosen
I do not want to call to chase progress
I need to receive the correct amount
I do not want to have to fix your
mistakes
The SCO -
what does
the customer
REALLY need
from us?
THESE THINGS ARE MEASUREABLE
THESE THINGS ARE PERSONAL
THESE THINGS ARE OUTSIDE-IN
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
The Successful Customer Outcome
SCO
Student
What is the
Customers
current
expectation?
What is the process
the customer thinks
they are involved
with?
Who is my
Customer?
How does what we
do impact
Customer
Success?
The SCO -
what does
the customer
REALLY
want from
us?
EDUCATION LOAN APPLICATION
Who is My Customer?
We must be careful here. What we are trying to do is identify the category of people who are likely to be our customer, and who we want to be our customer.
This could be “people wishing to take classes” or “people desiring an education” but…
“students” is a very good answer because it defines that group of people who are most likely to be consumers of the “financial aid process.”
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
The Successful Customer Outcome
SCO
Student
What is the
Customers
current
expectation? There will be problems,
but I should eventually
get my financial aid
I must go through the
financial aid process to
get Aid
What is the process
the customer thinks
they are involved
with?
Who is my
Customer? How does what
we do impact
Customer
Success?
The SCO -
what does
the
customer
REALLY
want from
us?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
The Successful Customer Outcome
SCO
Student
What is the
Customers current
expectation?
There will be problems,
but I should eventually
get my financial aid
I must go through the
financial aid process to
get Aid
Getting an education
Building a Successful
career
Earning a degree
What is the process the
customer thinks they are
involved with?
Who is my
Customer?
EDUCATION LOAN APPLICATION
What is te process the Customer thinks they are involved with?
Getting an education
Building a successful career
Earning a degree
This is a major step beyond traditional process management techniques.
This part of SCO Mind Mapping moves us towards the “outside-in” perspective where we can uncover how the process really effects the customer.
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
The Successful Customer Outcome
SCO
Student
What is the
Customers
current
expectation? There will be problems,
but I should eventually
get my financial aid
I must go through the
financial aid process to
get Aid
Getting an education
Building a Successful
career
Earning a degree
What is the process
the customer thinks
they are involved with?
Who is my
Customer?
Determine if a student can
graduate
Determine if a student can
afford the class
Determine when a student
can register
How does what we
do impact
Customer
Success?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
The Successful Customer Outcome
SCO
Student
What is the
Customers
current
expectation? There will be problems,
but I should eventually
get my financial aid
I must go through the
financial aid process to
get Aid
Getting an education
Building a Successful
career
Earning a degree
What is the process the
customer thinks they
are involved with?
Who is my
Customer?
Determine if a student can
graduate
Determine if a student can
afford the class
Determine when a student
can register
How does what we
do impact
Customer
Success? I need to receive my financial
assistance
I need to receive aid before the
semester starts
I need to attend the classes I have
chosen
I do not want to call to chase
progress
I need to receive the correct amount
I do not want to have to fix your
mistakes
The SCO -
what does
the customer
REALLY
need from
us?
THESE THINGS ARE MEASUREABLE
THESE THINGS ARE PERSONAL
THESE THINGS ARE OUTSIDE-IN
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Define the Successful Customer Outcomes Map
TOOLS
Layer 1:
Who is the
Customer?
Layer 2:
What is the
Customers current
Expectation?
Layer 3: What is the process
the customer thinks they are
involved with?
Layer 4:
How does what
We do impact
Customer
Success?
Layer 5:
The Successful
Customer
Outcome – what does
the customer really
need from us?
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.
CRAFTING THE
SUCCESSFUL CUSTOMER OUTCOME
Understanding the real Customer Need
The One liner SCO:
One line statement
that explains the
actual SCO
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Transforming to Outside-In
Process - the Beginning and
the End
Where does the process start and finish?
The Successful Customer
Outcome
What is it and how can it reshape our
processes and our business?
Process Points of Failure
Moments of Truth | Breakpoints | Rules
What and Where are they?
What business are you (really)
in?
Can you deliver compelling 21st processes?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Moments of Truth
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Power-book
Original iPod
iLife
MAC OSX
Cinema Displays
iPod Shuffle
Nike & iPod
MacBook Air
iPod Classic
iPhone 3GS
07 02 05 06 03 04 01 00 08 09
iPad
FREE
iPhone?
Moments of Truth
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Jan Carlzon
"We have 50,000 moments of truth
every day.“
President, SAS
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
MOT
MOT MOT
MOT MOT
MOT MOT MOT
Any interaction with the CUSTOMER
is a
MOMENT OF TRUTH
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
MOT
MOT MOT
MOT MOT
MOT MOT MOT
And every
MOMENT OF TRUTH Ripples and reverberates through the organisation
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
MOT
MOT MOT
MOT MOT
MOT MOT MOT
And
MOMENTS OF TRUTH Create complexity, cost, wastefulness and failure
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
MOT
MOT MOT
MOT
MOT
MOT MOT
MOT THE CAUSE OF WORK
THE EFFECT
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
MOT
Moments of Truth
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
MOT
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Moments of Truth – they’re everywhere
Moments of Truth
permeate our lives
in every product
and service
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
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
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Transforming to Outside-In
Process - the Beginning and
the End
Where does the process start and finish?
The Successful Customer
Outcome
What is it and how can it reshape our
processes and our business?
Process Points of Failure
Moments of Truth | Breakpoints | Rules
What and Where are they?
What business are you (really)
in?
Can you deliver compelling 21st processes?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
What business are you really in?
What Business Are you in?
Roundtable....
Well-Being
Lifestyle management
Moving people
Fixing people
Gratification
Expression
Always-On
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Questions in an Outside-In world
Where does your process start and finish?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Transforming to Outside-In
Process - the Beginning and
the End
Where does the process start and finish?
The Successful Customer
Outcome
What is it and how can it reshape our
processes and our business?
Process Points of Failure
Moments of Truth | Breakpoints | Rules
What and Where are they?
What business are you (really)
in?
Can you deliver compelling 21st processes?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved DISCOVERY
ASSESSMENT
REVIEW
EXECUTE
ww
w.cem
meth
od.com
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Any sufficiently
advanced
technology is
indistinguishable
from magic.
Arthur C. Clarke
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
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.
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
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.
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
But I’m just a manager IT is not my department …
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
PROCESS INNOVATION
PERFORMANCE MANAGEMENT
TECHNOLOGY IMPLEMENTATION
PROGRAMME INTEGRATION
LEADERSHIP
STRATEGY
Understand & Develop
Successful Customer Outcomes
Create Process Activity
List
PROCESS DIAGNOSTICS
Identify Moments of
Truth
PROCESS DIAGNOSTICS
Identify Breakpoints
PROCESS DIAGNOSTICS
Identify Business
Rules
Perform Risk
Assessment
Develop Action Plan
Manage Delivery
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
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.
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
नमसत
adeus
afscheid
Totsiens
Tack
Bedankt
Terima Kasih
Gracias Kiitos
Tak
Thank You
Grazie
Bedankt
Takk
Obrigado
Vielen Dank
再見 작별 인사
tam biêt
до свидания αντίο
Auf Wiedersehen
BPGroup 18th Annual Conference - January 2011 © 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
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Questions?
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
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
BPGroup 18th Annual Conference - January 2011 © BPGroup – All Rights Reserved
Steve Towers
CEO & Founder
BPGroup
Contact me: steve.towers@bpgroup.org
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