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Vanity VS Impact: Using the Customer Journey to Define Your Most Valuable Metrics

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An exploration into the process of creating products and services that provide value by using the “Diamond Nugget” hidden within this brand new innovation tool.

Example of how Slack brought their users from intrigued to passionate and how you can do the same using the customer journey to map the metrics that matter.

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Vanity VS Impact: Using the Customer Journey to Define Your Most Valuable Metrics

  1. 1. VALUE STREAM DISCOVERY Ⓒ 2018 Moves the Needle
  2. 2. ABOUT MOVES THE NEEDLE We’ve worked with some of the world’s most impactful companies: Moves The Needle exists to transform global enterprises through empowering people to discover and create new value for their customers. 7-11 ADP AIA Allstate American Family American Greetings Bayer Capital One Cisco City of Hayward CSAA CUNA Mutual DBS Bank eBay Edmunds Ericsson ExxonMobil General Electric Gerber Tech Humana Hyatt ING Intel Intuit Invista Legrand Lexis Nexus Nike Pitney Bowes Providence Health Qualcomm Roche Diabetes SC Johnson Schibsted Sprint Target Thomson Reuters Transamerica Unilever USOC Ⓒ 2018 Moves the Needle
  3. 3. Em Understand your customers deeply; their pains, passions and desires. Discover insights. EMPATHY Ex Test insights through behavior. Reduce risk by experimenting across the business model. EXPERIMENTATION Ev Make decisions quickly based on data, insights and customer behavior. EVIDENCE ACT LIKE A STARTUP Ⓒ 2018 Moves the Needle
  4. 4. VALUE STREAM DISCOVERY WHERE SHOULD WE FOCUS? PASSIONATESATISFIEDHOPEFULCONVINCEDTRUSTINGINTRIGUEDAWARE Hypothesize • Customer Behavior • Business Activity • How to measure Ⓒ 2018 Moves the Needle
  5. 5. Ⓒ 2018 Moves the Needle
  6. 6. © Moves the Needle All rights reserved IMPACT METRICS MARKET SEGMENTS Value Stream is Market Segment dependent. Market Segment = A group of people who share the same need and speak the same language. Innovation Program Segments might be: • Executive Leadership • “Challenge” sponsors • Innovation Leaders • Coaches • Innovation Team employees • Support Team employees Startup segments might look like: • Young male hipsters who hate to shop, but can’t need to find hip clothes that fit well. • Restaurant owners who are also the head chef don’t have time to find best fresh produce and proteins for custom menu Ⓒ 2018 Moves the Needle
  7. 7. Ⓒ 2018 Moves the Needle
  8. 8. © Moves the Needle All rights reserved VALUE STREAM DISCOVERY - SLACK INTRIGUED Slack: intrigued marketing UTILITY PROMISE • Customer need: modern, enterprise teams need real-time messaging, messaging archiving and search. ASPIRATION • What is the emotional impact: be less busy. relax. customer behavior • A customer is intrigued when: she fills out form to try app and clicks submit metric • To measure behavior: • x % visitors browse submit form • z % mo/mo growth of intrigued users business activity metric(s) INTRIGUED customer behavior “Most people who fill out the form and hit submit– more than 90%–never invite anyone or start using the software. “ Ⓒ 2018 Moves the Needle Slack quotes source: https://firstround.com/review/From-0-to-1B-Slacks-Founder-Shares-Their-Epic-Launch-Strategy/
  9. 9. © Moves the Needle All rights reserved VALUE STREAM DISCOVERY SATISFIED business activity: minimum viable product SOLVE FOR UTILITY PROMISE • How we addresses specific need: product must have at least these characteristics: • 1 • 2 • 3 CUSTOMER BEHAVIOR • A customer is satisfied when: she interacts by • a • b • c METRIC • To measure behavior: we track a, b,c & 1, 2, 3 • interaction with product • y % mo/mo growth of satisfied users business activity metric(s) SATISFIED customer behavior Ⓒ 2018 Moves the Needle
  10. 10. © Moves the Needle All rights reserved VALUE STREAM DISCOVERY SATISFIED slack: minimum viable product UTILITY PROMISE • How we addresses specific need: product must have: • search • cross device synchronization • Simple file-sharing CUSTOMER BEHAVIOR • A company’s users satisfied when: they’ve sent 2000 messages METRIC • To measure behavior: we track: • interaction with the “3 things” • all users post x messages/day • y % mo/mo growth of satisfied companies business activity metric(s) SATISFIED customer behavior “We had a lot of conversations about choosing the three things we’d try to be extremely, surprisingly good at,” Butterfield says. “ Ⓒ 2018 Moves the Needle Slack quotes source: https://firstround.com/review/From-0-to-1B-Slacks-Founder-Shares-Their-Epic-Launch-Strategy/
  11. 11. © Moves the Needle All rights reserved VALUE STREAM DISCOVERY PASSIONATE business activity: invite on journey ASPIRATION • How we create customer impact: [donate to non profit cause, go green, amazing packaging, amazing UX , customer service, etc.] customer behavior • A company’s users are passionate when: [testimonials, refer others, cases studies, share on social media] metric • To measure behavior: we track number of referrals • # of social media posts/day • viral coefficient • referrals business activity metric(s) customer behavior PASSIONATE Ⓒ 2018 Moves the Needle
  12. 12. © Moves the Needle All rights reserved PASSIONATE USERS FROM 0 TO 1 BILLION “added my entire cohort…” Ⓒ 2018 Moves the Needle Slack quotes source: https://firstround.com/review/From-0-to-1B-Slacks-Founder-Shares-Their-Epic-Launch-Strategy/
  13. 13. IMPACT METRIC Ⓒ 2018 Moves the Needle
  14. 14. THANK YOU! www.MovesTheNeedle.com brant@movestheneedle.com Ⓒ 2018 Moves the Needle

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