Know your audience

Today'S

(User) Story

Why

By Jack Lindsay via Vancouver Archives

en·ti·tled
inˈtīdld, enˈtīdld/
adjective
believing oneself to be inherently deserving
of privileges or special treatment

THE ENTITLED Customer...

By oxforddictionaries.com

...Expects more

Expect real-time customer service

By Harris Poll, 2014

Expect there to be a service that ships products before they order them within 5 years

90%

48%

...Has an attention Span
of 8 seconds

Less Than a goldfish

...Gives only
partial attention

...And wants to be treated as An individual

You need to keep up with your customer
 

Technology helps

By Scott Brinker, chiefmartec.com

But

Only

of marketers believe they
get full value out of their tools

3 percent

By Walker Sands, State of MarTech 2017

Connectivity allows for new business models

Digital Disruption

WHY focus on people?

They help you to...
 

...meet new customers expectations

...manage technology complexity

...transform your organization

What

Become a customer centric organization

80%

of companies believe they deliver a superior customer experience

of customers believe those companies deliver a superior customer experience

8%

By Bain & Co

Outside in

© Fabio Ferrario

Become agile

Agile Manifest for companies

We favor

People and interactions over processes and tools

Working service over comprehensive documentation

Customer collaboration over contract negotiation

Responding to change over following a strategy

Based on Agile Manifest byagilemanifesto.org

Goal of agile

Deliver most value with given resources at the earliest possible time at highest quality to your customer

Bring the right people together

nexus of Human and Tech

By Scott Brinker, chiefmartec.com

Plus shapeD People

Plus shapeD People

Cross discipline

Strategic thinking

Broad experience

Deep expertise

WHAT to focus on?
To become...

...customer centric

...agile

...attractive to the right people

HOW

Enable Change

From imgur.com

People hate change…

And that’s because people hate change…
I want to be sure that you get my point.

People really hate change. They really, really do.

By Steve McMenamin, Atlantic Systems Guild

Take them on the journey

Communicate

Ensure short term wins

Make change a habit

Create a Customer and service Mindset

Service design

Truly understand your customer

Single data point

By Doug Kessler, MarTech London 16

Stop technology-first approaches

Size Initiatives correctly

Make Happy employees

Engage Employees

By Gallup.com

Remember

What matters most

purpose

autonomy

mastery

for motivation

HOW to focus on people?
By...

...supporting employees with change

...treating your customer as humans

...favoring people over technology

...keeping your employees engaged

This is it

Recap

WHY focus on people?

WHAT to focus on?

HOW to focus on people?

take away

Being agile as a company is more important than having a strategy in a fast changing environment, and the key element to this is the people.