Innovation Leadership Training
Day 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
Significant
activities or
actions
Customer Satisfaction
with each step of
the lifecycle
Time
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