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Let me start with some
stories
Experiences seem to
be driving conversation
The brand
The manual
The packaging
The call center
The shop
The operations
The marketing
Branding consultants
call this touch points
Branding consultants call this touch points
Everyone else calls it what it really is
The company
If social media
discussions are about
the experience of
companies…
…should we really talk
about social media
strategies?
…should we really talk
about social media
strategies?
Or just strategies?
Social
media
Company
strategies
Experiences
The question:
Which way of managing
strategy creates the
right experiences?
My hypothesis:
Not the current way!
How most manage
Efficiency
management
Quality
management
Marketing
Managing
profit
Managing
love
A separate the
managing of customer
love from the
management of profit
Call centers treat agents like
slave labor.
• Strict efficiency metrics
• Terrible work environment
• Low pay
• Large staff turnover
A typical result
Souce: Wake Up Call: Call Centers Hold Enormous Potential For Brands, Forrester
The overarching modus
operandi for everything
is efficiency
But does that create love?
Time for a new way
Using the tools of a
designer in managing
businesses
“Neither analysis nor intuition
alone is enough”
Roger Martin, Dean of the University of Toronto’s Rotman School of Management
Balance left and right
Viability:
Feasibility:
Desirability:
Innovation of course!
Bye, bye waterfall
Works well when the end result is certain
Understand
Observe
Synthezise
Ideate
Prototype
Iterate
Hello iteration!
Works well when the
end result is uncertain
Design thinking creates
desirable experiences
Design thinking creates
desirable experiences
Desirable experiences
creates love
Some examples
The Zappos pizza story
A corporate myth? No
Wonderful Virgin!
The
design
thinker
“In a world in which corporate leaders increasingly let themselves be ruled by quarterly
profits, quantitative customer research,
competitor benchmarking and cost-reduction , Mr. Jobs demonstrated that you could become the most valuable company in the world by
refusing to pay attention to any of these things.
Roger Martin, Dean of the University of Toronto’s Rotman School of Management.
My final words
Social media is about experiences
Management style influences ability
to create them
Efficiency ≠ experiences
Design thinking = experiences
Implement!
BTW, BTB
