Archive by Author | monicauusiniemi

Let all the flowers bloom!

Tomi Härmä from MediaLuotsi opened the Finnish Marketin Reseach Society’s (SMTS) seminar on Tuesday 7.2 2017 on Leading Customer Experience using a finnish saying “let all the flowers bloom”. Meaning that all the different disciplines of research plus service design thinking & tools are needed to get deep understanding of customer’s needs and wants and learn from different perspectives on the experience journey.

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Instead of the overused term “customer experience” (CX) we are already going closer to  actual customer is the queen thinking and doing. Using facts as well as emotions to gain insights into this journey. The aim of the seminar was to learn what it means to actually lead customer experience in real life through doing.

Leading with facts or vision?

Lauri Toivonen, marketing director from S retail group, took us thru their 3 year journey of change. It has been all about leading thru vision, data has been important but secondary. As all business fields are now in global competition, the creating of meaningful content is of utmost importance. Having the ad on the price of minced meat on the front page of daily newspaper is not content. It is not enough that you’re the best in Finland as Zara, Hennes & Mauritz and XXL Sport have shown us. The aim needs to be set high.

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The starting point for the journey is a profitable business equation. Analytics, objectives, insights, optimizing and constant learning are the factors.

Creativity is the last unfair competitive advantage

Lauri quoted Jarkko Tuuria and explained that creativity needs a solid base of insight and understanding of the customers and their needs. A service is always about a solution to a customer’s problem, putting the customer really in the center.

Cultural change from advertising to doing

Human in the center means the employees as well as customers. Putting the employees in the center means doing together, sharing and co-creating – not an attitude of my team and my targets. Less leadership forums and more gathering together to solve problems and find solutions. And this requires relentless and supporting leadership and coaching. The skills needed have changed and so has the structure of the organization. Also the job titles have changed to support the change process.

Top 3

  • Loyalty 2.0 – be loyal to the customer, not the other way around
  • NO to stills – if the customer can’t use or act on the service, do not make it a service
  • AI –  helps to learn about customers and their needs

No more presentations

Insight director Laura Andström from research company Ottoboni continued on Lauri’s theme about the changes in business practises. It is all about co-creating and learning together. There are no longer consultants presenting on the the other side of the table but the work is done together from start to finish. A common goal and team work together thru common understanding and insightment process. Old school process described in the picture below meant that the customer gave the brief to the consultants/ad agency/reseach company and expected them to find the solution. Life went on both sides and in worse case scenario the consultants ended up presenting something that the customers didn’t get and got fired.

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Laura’s learnings on mapping the customer journey

Zero point – put the customer in the center and then draw a map looking thru their eyes to help them solve their problems/reach their goals. Be brave and have a vision. When you understand the customer’s everyday life, you can use the journey map as a tool. Do validate the learnings to check that the business equation works.

  • Emotion is the road to innovation – id what happens between doing, thinking and emotions
  • Hands and feet on – experiment in practice, take the employees and customer along
  • Use different research methods and practises  – to open new perspectives
  • Keep the focus – can’t have it all at once
  • One size doesn’t fit all (read the blog Don’t make a Journey Map)
  • Concentrate on moments, not channels – the customer’s experiences where value is created or not
  • Lead the emotions – concentrate on expectations and feelings
  • Co-create, measure, projectize – leading the customer journey needs everybody on be onboard
  • Follow and measure

NBF16 – my takeaways

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Last year I attended Nordic Business Forum 2015 thru the live stream and it was an amazing experience. I was so stoked that had to buy a NBF16 seminar pass right away –  I wanted to experience it physically, to hear the keynote speakers live, meet people and be part of the buzz.

Now, after digesting the whole experience for 2 weeks, I’d like to share some of my learnings with you. The four things that are still on my mind are:

Do, do, do =  Only action makes inspiration come true, execution is everything

Choose to matter = Everyone of us is the change, don’t wait for it to happen

Attention on solutions = Solve a problem, don’t concentrate on egos

Values & Trust = Employees 1st, customers 2nd

The main themes at the Nordic Business Forum 2016 (NBF16) were marketing, digitalization and culture . Two days, almost 6,000 people, tens of nationalities – the event was bigger than ever. And well worth the investment in time and money. Full agenda can be found at NBF16.

On marketing and change

Marketing is a service, an emotion and about making a connection. Today mass anything is dead, even niche groups are big enough to target. Scott Galloway continues:

  1. The young and healthy have left the building (=tv). 74% would cancel Netflix if there were ads. The price of freedom – adfree world – is a couple dollars.
  2. Store is the number 1 factor influencing the purchase decision – next come search, CRM and social.
  3. Ratio, heart and genitals drive the decisions. Technology helps reduce pain when you’ve first identified the actual pain points.
  4. Car is a service, Google is a spiritual guide and FB’s for love, empathy and sharing.

His final words were that “lots of things are happening that are not good for us”. Privacy issues and tax evasion are threats if you’re not transparent.

Peter Diamantes asked which problem do you want to solve. Solve and share it – like Uber. Everybody has potential to become extraordinary problem solver with latest tools around like sensors, 3D printing, virtual & artificial reality, genetics etc. But how to the unlock passion to do this?  Unfortunately our governments are the slowest to change as they are the most linear organizations on the planet. But even they can’t regulate against change in the end. We – the people – are the change, in the past citizens have started the biggest changes. And what’s not possible today, will be possible tomorrow.

Gary Vaynerchuk started his keynote stating that we’re still grossly overspending on stuff that we’ve done before. For example by using tv ads to interrupt storytelling. Everything should be about creating value. Communication drives everything and you can only learn by doing. Only action creates results, not inspiration. Do, do, do – test, test, test – and do it again. Try out all the new stuff and think how this could help your business. Create a culture where your employees are better than the competition and figure out a firing policy as well.

This was the first time I heard the godfather of creativity, Seth Godin of the Purple Cow, live. For him marketing is all about creating experience. So are you’re creating something worth mentioning? He focused on the value of teamwork, building trust, co-creation and sharing ideas – a connection economy. Sounds familiar to a service designer.   A few phrases of his that resonated with me:

  • There no such thing as a writer’s block – just bad habits and reluctance to dance with fear.
  • It’s all about creating marketing together, being fully human. Sow ubana – I see you.
  • There are not enough bad ideas to find a few good ones.
  • Do you want to make art or be a copycat?
  • Will you to choose matter?

And of course I have to share his picture of bats having a cocktail party. Certainly made me think of these creatures in a different way.

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Vineet Nayar on culture

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Sometimes you win, sometimes you learn

What is Design Thinking (DT)? In the beginning DT was used to improve designers thinking abilities and mental strategies. Now it has evolved into a complex thinking process of conceiving new realities, culture fields and methods into business innovation. It offers new models of processes and toolkits for different contexts to improve, accelerate and visualize every creative process in organizational teams. Combining creative approach to business thinking based on planning and problem solving to introduce new business possibilities to innovation managers.

From theory to practise

Design thinking (DT) is a process and method.  The guiding principles are human centered and collaborative, using a holistic perspective, visualization, divergent thinking and learning by doing as experimenting and prototyping make the ideas concrete and tangible

There are well-known models for design thinking – maybe the best known is the 4D model, the Double Diamond from UK Design Council which is a visual mapping of divergent and convergent stages of the design process. Of the IDEO models, I found the IDEO HCD (Hear, Create and Deliver) last stage Deliver interesting as it offers concrete help in lauching new solutions by rapid revenue and cost modelling, capability assessment and implementation planning. Hasso-Plattner Institute’s model introduced a looping model as design thinking is not a linear process but rather an iterative one. Picking a suitable model & toolkit depends on the context of the project and who it is meant to serve.

In our workshop project we used Katja Tschimmel’s Evolution 6 model and its toolkit.

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Finding the opportunity and building empathy

As learning by doing (LBD) is the philosophy of Laurea, during our first contact session on Design Thinking we were split in groups of 5-6 and the task was to come up with an original concept idea for a new service stemming for studying in Laurea SID programme by using the above process and methods. Starting from the emergence stage we used the mind map tool to ideate and find opportunities on the theme “Studying in Laurea”.

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