Business Analysis is the Time for Innovation

David Mottershead
Outside In Consulting
david@outsideinconsulting.com.au
www.outsideinconsulting.com.au


Three Tools
• Successful customer outcomes
– Aligning projects
• Moments of truth
– Transforming customer experience
• Action plans
– Creating ready for execution


How do you know when a business
analysts comes to the meeting?


Solution

Problem Problem

Is yesterday’s solution
today’s problem?
Solution Solution

Problem


“We can't
solve
problems
using the
same kind
of thinking
we used
when we
created
them”


Agenda
• FedEx Kinko
– Innovation case study
– Aligning projects
– Transforming customer experience
• Action plans
• CEMMethod
• More information


FedEx Kinko's Office and Print Services is the world's leading
provider of document solutions and business services. The
Dallas-based company has a global network of more than 1,600
digitally-connected locations in 11 countries. FedEx Kinko’s
offers access to copying and digital printing, professional
finishing, document creation, Internet access, computer rentals,
videoconferencing, signs and graphics, notary, direct mail, office
products, Web-based printing, and the full range of FedEx day-
definite ground shipping and time-definite global express
shipping services.

The Customer is the Centre

Live the life of your customer.
Become a customer.
Do business with your company
from the outside.

Scott Struminger, FedEx's SVP of IT


Live the life of our
customer.
1. Understand the successful customer
outcomes.
2. Identify each Moments of Truth.
3. For each MOT identify what would you
do to remove it. Discuss and capture it.
4. Move on. Assume you didn’t remove the
previous MOT and do it for the next MOT.
And so on. You will develop Process
Innovation Landscape.
5. What would you recommend as the total
solution? What are the actions to
implement?


The FEDEX KINKO CHALLENGE

1) I want to have a great presentation
tomorrow.

2) I need to have packets to hand out

3) I have to get the packets printed and
bound.

4) They need to be nice.

5) They need to be ready when I need them

6) I need to have them when I go to my
meeting

5 minutes – think, discuss and feedback

The Innovation?


The trick is always to look at your
business or brand from the outside in.

Richard Branson


Agenda
• Case study
– Aligning project to achieve
• Action plans
• CEMMethod


If I had asked them
what they needed
they would have said
faster horses

Henry Ford –
the Model T


Understand & Develop Successful Customer
Outcomes
CRAFTING THE
SUCCESSFUL CUSTOMER OUTCOME
Understanding the real Customer Need

Layer 1:
Layer 4:
Who is the
How does what
Customer?
We do impact
Customer
Success?
Layer 2:
What is the
Customers current
Expectation?
Layer 5:
The Successful
Customer
Outcome – what does
the customer really
Layer 3: What is the process need from us?
the customer thinks they are
involved with?

The primary purpose of crafting Successful Customer Outcomes is create a fundamental focus for a
process, set of processes or indeed complete enterprise strategy. The SCO extends way beyond legacy
inside-out thinking to create an actionable strategic and operational objective for the entire organisation.


The FEDEX KINKO CHALLENGE
How could we make business travelers’ lives
Simpler, Easier and more Successful?

1) I want to have a great presentation
tomorrow.

2) I need to have packets to hand out

3) I have to get the packets printed and
bound.

4) They need to be nice.

5) They need to be ready when I need them

6) I need to have them when I go to my
meeting

5 minutes – think, discuss and feedback

The Successful Customer Outcome
Determine where they have
to go to get presentation
printed
Sales Determine when presentation
Executive can be printed and when it
How does what we will be ready
Who is the
Customer? do affect Customer
I must find the nearest Success? I want to have a great
store presentation tomorrow
What is the
Customers SCO I need to have packets to
The SCO - hand out
current
what does the
expectation?
customer
I need to send my I have to get the packets
REALLY want
presentation to the printed and bound
from us?
store to get printed What is the process the
and bound customer thinks they are They need to be nice
involved with?

They need to be ready when
A need to wait for the
handouts to be ready I need them
A sales presentation
I need to have them when I
go to my meeting

SCO: A Successful Sales Presentation - To make the sale

Agenda
• Case study
– Transforming the customer experience of any
product or service
• Action plans
• CEMMethod


Jan Carlzon
"We have 50,000 moments
of truth every day.“

President, SAS


MOT
MOT MOT
MOT MOT
MOT MOT
MOT

Any interaction with the CUSTOMER
is a
MOMENT OF TRUTH


Check for stores

As Is
Calls closest store
Explains what he needs
They are too busy (current
Call next store
Explains what he needs state)
Discusses options
Emails the document
MOTs
Confirmation received (20 minutes later)
Drives to store - lots of traffic
Parks car
Waits in line
Finally served
Pays for brochures
Get in car
Drives to client's office
Bad traffic - temper rises
Gets to meeting on time

To Be
(Future
State)
MOTs
Print to FedEx Kinko Driver

Select printing and binding options

Select payment options

Select delivery options

Receive delivery


Is that making business travelers’
lives Simpler, Easier and more
Successful?


The success for FedEx Kinko
• Satisfied customers
• No more waiting for customers to enter store
• No need for high cost retail outlet
• No need for retail employees
• Can be printed from one of many large
warehouses
• Can maintain larger printing systems over
their competitors


Agenda
• Case study – FedEx Kinko
• Action plans
• CEMMethod


It’s all about Customer Experience
and the Moment of Truth. Remove
or Improve!
Steve Jobs

Check for stores
Calls closest store Print to FedEx Kinko
Explains what he needs
Driver
They are too busy
Call next store
Select printing and
Explains what he needs binding options
Discusses options
Emails the document
Confirmation received (20 minutes later)
Select payment options
Drives to store - lots of traffic
Parks car
Waits in line
Finally served Select delivery options
Pays for brochures
Get in car
Drives to client's office
Bad traffic - temper rises Receive delivery
Gets to meeting on time

Building the Action Plan


FedEx Kinko Action Plan
• Develop printer driver
• Establish large scale printing premises
• Utilise existing parcel delivery services


Agenda
• Action plans
• Customer Expectation Management Method
– CEMMethod


Understand PROCESS PROCESS PROCESS
Create DIAGNOSTICS DIAGNOSTICS DIAGNOSTICS
& Develop Perform Develop
Process Manage
Successful Identify Identify Risk Action
Activity Delivery
Customer Moments of Identify Business Assessment Plan
List
Outcomes Truth Breakpoints Rules


Expensive

Lose sight
of
customers
Complexity Confusion

Make
mistakes


Everything
should be
made as
simple as
possible,
but not
simpler.


Business analysis is the discipline of identifying
business needs and determining solutions to
business problems


Preparing the Action Plan


CityRail says on its website it aims to have ticket vending
machines in operation 99% of the time in 2009-11.


Recommendations
• Makes your customers lives easier, simpler
and more successful
• The inspiration for innovation - put yourself in
the shoes of your customer
• Use technology as an enabler

• Outside In - The Secret Sauce


Agenda
• Action plans
• CEMMethod


www.bpcommunity.org
COMMUNITY
• Global – 40,000
• LinkedIn – 4,000+

www.bp2010.com
• Certification
(7 Levels)
TRAINING • Open & In house
Learning
• Online Support

www.bpgroup.org
• Support Groups
BUSINESS PROCESS
PROFESSIONAL • Mentoring &
Coaching
www.successfuloutcomes.blogspot.com
• Articles, News
INFORMATION
&
• Discussion
RESEARCH
• Conferences &
Seminars


CPP Level Objective Attainment Designation

7 Leadership Master CPP Champion

6 Strategy Master CPP Master
5 Integrate Master CPP 5
4 Perform Professional CPP 4
3 Innovate Professional CPP 3
2 Align Professional CPP 2
1 Optimise Practitioner CPP 1
CEMM Engineer Engineer CEMM (E)

Community
Everyone  
Business Analyst    
Business Process Professional
Process Managers      pathway
Technologists      Leading to the Certified Process Professional (CPP)
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Leaders        Delivered through the BP Group Associate network.
For the latest programme visit www.bp2010.com
Certification Notes:
InClass Assessment        One Day
Testing    Online – within 6 months of class
Case Studies    Two required – may be historic
Client Interview    By agreement
Peer Review   By agreement
Experience      Proven qualification, time in post

Ongoing Notes:
Certification Renewal        Webinars, Approved Conferences, Projects
Experience      Proven qualification, time in post

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OI Winning Examples


Outside In Consulting Implementation?
David Mottershead Four ways we help
david@outsideinconsulting.com.au
Education – the CPP
programme & specialist
learning
Resources – The toolkits,
the CEMMethod, the
webinars
Network – Global sharing
and learning
Mentoring – access to
expert resource


Business Analysis is the Time for Innovation

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