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Taking the ‘in’ out of the intranet #just_clarity
February 21, 2013
Cathy McKnight @cathymcknight
Tim Walters @tim_walters
Flow § The demand for customer-centricity
§ What knowledge workers need
§ Does the social intranet deliver?
(Or: Down with people!)
§ Creating an effective digital workplace
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Digital ubiquity transforms customer relations
Failure to please can be fatal
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76% WILL NOT SHOP ON THAT SITE
26% WILL NOT SHOP WITH THAT FIRM
Source: Brian Walker, “Welcome to the Era of Agile Commerce, Forrester, March 2011
From inside out to outside in § What do we want
to say? § How do we get
people to come to our sites?
§ What do we want them to do there?
§ How do we keep them from leaving?
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From inside out to outside in
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§ Who are our customers?
§ What do they need to do?
§ How can we help them do it?
§ . . . and in a way that is more desirable than than their alternatives?
Emerging customer-centric practices
§ User research
§ Persona creation
§ Customer journey maps
§ Context- and task-orientation
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WHAT KNOWLEDGE WORKERS NEED
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Part 2 – CM slides
“We are fi(y-‐plus years into the Informa7on Age and s7ll using Industrial Age models of work
and organiza7on.” -‐-‐ Thornton May
Agility & Speed
Collaboration
Know where you want to go
“SOCIAL” INTRANETS
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Social is natural
hMp://www.flickr.com/photos/cindy47452/3682879212/sizes/l/
Social networks accentuate the way people actually work and want to work together; Formal structures don't Formal structure Informal structure
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Enterprise Social Adoption (aka the Lemming Curve)
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Social tools ≠ Enough
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80% OF SOCIAL BUSINESS EFFORTS WILL Not HIT THE MARK FOR
INTENDED BENEFITS
Source: Gartner, January 2013
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. . . doing beMer, faster, more efficient, more accurate,
more innovaYve, more customer-‐centric
WORK
RETHINKING THE “IN” IN INTRANET
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The Outside-IN Intranet
The INterrogated Intranet
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The Lean-startup Intranet
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(See also, Tim Walters, “We’re All Lean Startups Now” hMp://bit.ly/KFt4GR)
The INclusive Intranet
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The INtegrated Intranet
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So wake up and pay attention to … § Employee-centricity = Customer-centricity
§ The need for flexibility, agility, and speed
§ Social is good … when it can be put to work
§ Re-thinking the in – Outside-in
– INterrogating (user-centric)
– INcessant iteration
– INclusivity
– INtegration
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Questions? #Just_Clarity
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Cathy McKnight
@cathymcknight [email protected]
Tim Walters, PhD
@tim_walters [email protected]
