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[email protected]@HamishWTaylor

Driving Innovation

Trains, Planes……..

and Toilet Cleaners !

Driving Innovation and the Role of

New Technologies

Hamish Taylor


Driving Innovation

Skills Exchange NetworkHamish Taylor

4

Different challenges

Customer of IT

Price Waterhouse


Driving Innovation

“If you want a breakthrough…..look outside your current environment”

6


Driving Innovation


Driving Innovation

9


Driving Innovation

10

4 challenges

My Innovation Lessons:-

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Relevance to

IT/Digital world?


Driving Innovation

11

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

1. We need to change the way we “understand” customers!

External Internal

Customers

Distributors

Suppliers

Team

Boss

Other Departments


Driving Innovation

Results Inputs Breakouts

Market - Volume price channelProfit distribution product/sizeShare media shop type

Consumer - habits/practices Usage and Attitude

When How much

How How choose

Language Why

THEIR WORLD!

•Language

•Barriers

•Their story

•Feelings

Time spent?

12

,

SOFT INSIGHTS

1. We need to change the way we “understand” customers!

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

“Beyond the Brief”


Driving Innovation

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Soft Insight = Mood

ABC1 Social Groups

Finance Product needs

Challenge:-


Driving Innovation

• Office functions

• Engineering Depot

• Trains (Maintenance, cleaning etc)

• Operations (check-in, security, lounges, control

etc)

• Train crews (Drivers, Managers)

• Catering

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Economic issues

£206m loss

Brand management

Government

Railwayman

CEO

Leisure Revenue

Operational Issues

Overall service is good

The Customer’s Customer? The Person?

B2B Challenge:-

Business

Issues:-

Soft Insights?


Driving Innovation

The (Business)Goals

The Customer’s Customer

The PeopleThe Specific Task

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Superior

Customer

Promise

Superior

Customer

Engagement

Superior

Product and

Service

Superior

Customer

Insight


Driving Innovation

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Driving Innovation

Sen

iori

ty

Director

Manager

“Front Line”

Customer “closeness”

Low High

Se

nio

rity

Director

Manager

“Front Line”

Decision “influence”

Low High

Se

nio

rity

Director

Manager

“Front Line”

Decision “influence”

Low High

Customer “closeness”

“Customer Gap”

21Shower/redeye


Driving Innovation

21

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Change the way we understand customers

• Importance of “soft” insights• Ability to share

• Blank sheet

• Customers Customer


Driving Innovation

21

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

2. We need to change the Platform for our Activity!


Driving Innovation22

ask a brand manager

Superior

Customer Benefit

“The customer does not care about your product or service!”

ConvenienceSpeed and Ease ConfidenceEconomy

…. as your platform

(The kings of Premium Pricing)

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE


Driving Innovation

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Driving Innovation

BA Club World

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Challenge?

1990/91 Recession

plus


Driving Innovation


Driving Innovation

•Customer at centre (focus!)

•Ideas

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9 words/simplicity

Staff

Impact

Customer

Value

•Benefit: Arrive Ready for Business•Reason Why: More sleep

Less HassleRefreshment

•Customer listens

•Innovation

Club World


Driving Innovation

Business Class Airline or Arrive Ready for Business

Best Bank or Your Ambition

Best data or Best Decisions

Best audit or Best confidence

Best haircut or Personal Confidence

Manage your facilities or Promote your brand

What “Business” are you in??

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Digital or ??????????????


Driving Innovation

Environment

Customer Access

Personalistaion

Ease of Use

Look and feel

Magic!

Surprise

Speed of Service

Consistency

“Guilt free night off for mums”32

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

What “Business” are you in??


Driving Innovation

Ease of Use/Customer Journey/

Service

Product Quality/Price

How I feel

What is your Customer Promise?

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Customer Centricity

Innovation

and

Competitive

Advantage


Driving Innovation

Inspired to deliver extraordinary

business and personal results

The Benefit

Reasons to believe

A Fully Engaged and Challenged workforce

The Right People in the Right Place at the Right Time

The Ability to respond quickly and with the right tools

Activity Focused on the big wins

Our customers will believe in this benefit is because they experience………

As a result of HR expertise, our customers will be…..

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Does it work for Internal Customers?


Driving Innovation

Benefit - what’s in it for the customer?

Reason why - why should the customer believe the benefit?

SOFT INSIGHTS

BENEFITS

The reasons why they will believe in this benefit is when they see…

The benefit to my customer will be…..

Superior

Customer

Promise

Superior

Customer

Engagement

Superior

Product and

Service

Superior

Customer

Insight Customer:-_____________

1.

2.

3.

4.

What are the Implications of the above for Product, Service, Communication etc?

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Team/Department

Project

Individual ?

(NOT “what are we good at” !!)


Driving Innovation

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

We need to….

Change the platform for our

activity!

• Customer Benefits• Innovation Impact

• Staff Impact



Yachts/Disney = Product and Service

If you want a breakthrough …. Look outside your current

environment

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

3. We need to change the Thinking!

Leadership?

Feelings?

Process?


Driving Innovation

SchoolTeacher

SportsTeam

ATC

Magic

Physio Referee

SportsCoach

Dating

Bullying

MarriageGuidance

CabinCrew

Pilot

MusicDanceCoastGuard

FireService

ArmyEducationPsychology

SPORT

ARTS SERVICES

INDUSTRY

TEACHING

RELATION-SHIPS

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Process?


Driving Innovation

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Change the platform for our

activity!

Change the thinking!

• Product and Service

• Leadership

• Process

We need to….

38

Look Outside the current environment



INTERNAL (and external)

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

4. We need to change the way we engage with customers


Driving Innovation


Driving Innovation

Solution + Ownership + Make it easy

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4. We need to change the way we engage with customers


Driving Innovation

SUPERIOR

CUSTOMER INSIGHT

SUPERIOR PRODUCT

& SERVICE

SUPERIOR

CUSTOMER ENGAGEMENT

SUPERIOR

CUSTOMER PROMISE

Change the way we understand customers

• Importance of “soft” insights• Ability to share

• Blank sheet

• Customers CustomerChange the platform for our

activity!

Change the thinking!

Change the way we engage

with Customers!

• Customer Benefits• Innovation Impact

• Staff Impact

• Product and Service

• Leadership

• Process • Ambition

• Communication lessons

• “Make it Easy”

We need to….

45

Donald

Look Outside the current environment

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