Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Käännekohta Konsultointi ja Toni Keskinen

Käännekohta Konsultointi ja Toni Keskinen

Sisältää lähestymistavan ja arvolupauksen esittelyn, sekä hinnoittelun, CV:n, julkaisuja ja suosituksia

Toni Keskinen

May 04, 2021
Tweet

Other Decks in Business

Transcript

  1. Toni Keskinen
    [email protected]
    044 77 44 076
    linkedin.com/in/tonikeskinen
    TU
    RN
    ING
    P O I N T
    Catalyst for Customer
    Centric management and,
    Commercial Excellence
    transformation

    View Slide

  2. 1. Digitalisation is disrupting our business model – how can we take advantage of digitalisation? How
    should we organize for change?
    2. How do we take advantage of data and technology - We have a lot of data, research and other
    sources of information, how can we get more from them? How can we create customer insight driven
    management and business development?
    3. How do we regain growth strategy - We have a strong position in the market, but it is eroding/Our
    business growth has stopped
    4. What should we do to boost sales in our marketing/digital channels/product
    development/mediastrategy/brand position/etc. We are going to re-design our
    webservice/CRM/marketing automation/datastrategy/ICT architechture. How should we do it?
    5. How should we approach Commercial Excellence challenges - We have low NPS or high service costs,
    what can we do in order to boost NPS and/or cut customer service costs/or improve customer LTV?
    TYPICAL QUESTIONS MY CLIENTS HIRED ME TO SOLVE IN
    COLLABORATION
    I’ve been solving these challenges for for about two decades by now and I don’t have dissatisfied
    customers. I’ve been hired to solve single challenges or to transform entire businesses with the board
    of directors. However, the strategic discovery is a foundation for all of the above

    View Slide

  3. CATALYST = Learn faster and get the
    required things done faster and with
    less energy (=more cost efficiently)
    ©
    TRANSFORMATION = Shared view, natural
    alignment and demand for change, Permanent
    operational and cultural change for better
    1 2
    WHAT IS CATALYST IMPACT ABOUT?
    INPUT OUTPUT

    View Slide

  4. The catalystroleis notaboutdoingthe necessaryworkas an outsourcedsolospecialist. Catalyst
    is a team memberand facilitatorfor co-creationof insights, structuringchallengesand helping
    internalorganisationrecognizeactionablepossibilitiesand implementingthemefficientlyand
    rapidlyaccrosscorporatefunctions. Theroleis a combinationof externalview, wideand deep
    understandingand experience, business realitiesand creativity
    Co-creation and mentoring internal organisation has multiple advantages:
    Shared view, language and understanding about everyone’s role in the big picture (extracting silos)
    Commitment to unified and common goals – demand creation for change,
    Inspiration and excitement due to shared innovation and implementation process
    Much higher transformation success rate, stronger results and permanent impact
    HOW DOES IT WORK?

    View Slide

  5. INTERNAL RESOURSES AND EXISTING PARTNERS
    ARE THE NATURAL STARTING POINT
    COLLABORATION IS THE KEY
    LACKING CAPABILITIES? NO WORRIES, I HAVE A
    NETWORK OF TRUSTED SPESIALISTS TO HELP, eg.
    BOARD OF DIRECTORS/
    BOARD
    SALES & MARKETING
    BUSINESS LINES
    CONTACT CENTER &
    CUSTOMER SUPPORT
    ANALYST & RESEARCH HR
    ICT & DATA
    CHANNEL MANAGEMENT
    eCommerce, retail..

    View Slide

  6. FIRST: CREATE UNDERSTANDING AND INSIGHTS
    End-to-endCustomerJourney& insightsas the strategicplatformfor development
    Brand as a
    platform
    Choose &
    Buy
    Initiation
    Use
    (or deliver service)
    Brand health Prompt
    concious
    consideration
    (Non-commercial
    and commercial
    reasons)
    Context
    Frequency
    Volume
    Customer value
    Value-in-use
    Etc.
    New need
    Re-purchase
    Discontinuity
    Competitor
    actions
    Awareness
    TOM
    Liking
    Preference
    Image
    Cross-channel
    search, learning and
    consideration
    process. Purchase/
    transaction
    Loyalty
    1
    Who are our customers?
    What kind of segments are
    there?
    How does their value differ in
    short and long term (LTV)? What
    is our market penetration in
    segments? Trends & priorities?
    How do they make decisions in
    general? What is our ideal
    customer profile like?
    Do our customers differ from the
    market average/special groups?
    What are we missing?
    2
    Customer
    understanding and
    insights
    Their Journey across brand options in an omni-channel environment, motives, choices,
    channels and purposes. Does the brand meet customer expectations? What kind of
    conversions and phenomena can be found? What should be done? Opportunities & risks
    ORDER TO
    DELIVERY
    END TO END CUSTOMER JOURNEY (CUSTOMER LIFE TIME VALUE)
    PATH TO PURCHASE RELATIONSHIP EXPERIENCE

    View Slide

  7. VISION & GOALS:
    CX, CUSTOMER
    RELATIONSHIPS
    BRAND IMAGE
    Customer interfaces and
    influencers: own and
    external
    BEHAVIORAL
    ECONOMICS DESIGN
    Corporate culture,
    skills and way of
    working, EX
    OPERATIONAL
    EXCELLENCE
    Infrastructure,
    corporate systems,
    capabilities
    TECH & DATA
    ENABLERS
    HOW ARE THINGS ORGANIZED
    • Employee experience
    • Sales and marketing
    • Empowered voice of customer
    • Customer care models, analytics
    and personalisation
    • Use of AI & data
    • Social media and dialogue
    • PR (Crisis and image)
    • Content production
    • Concept and offering
    development
    • Procurement and offering
    • Management
    CUSTOMER EXPERIENCE & BRAND
    IMAGE STATUS & GOALS:
    • Who are the customers? What
    segments are there?
    • What is driving them?
    • What are the main customer journeys?
    • What are their most important pains?
    ANALYSIS FOCUS:
    • Segment, sales & value analytics
    • Market potential & penetration
    • Offering sales analysis (incl. Channels)
    • LTV and churn analysis
    • Brand analysis
    • Competitive status & Trend analysis
    • Ecosystem & market dynamics analysis
    OWN & PARTNER TOUCHPOINTS
    • eCommerce/own sales/marketing
    • Contact center
    • Stores/retailers/resellers
    • Online services
    • Mobile applications/Email/SMS
    • Invoices
    ANALYSIS FOCUS:
    • Google search metrics
    • Online analytics
    • Contact center data analysis
    • CRM analytics
    • VOC/NPS research
    • Social media SOV+sentiment
    • Customer facing empl. interviews
    DATASTRATEGY & MEASUREMENT
    • ERP/Operational systems
    • CRM, Automation tools (IOT etc.)
    • Identitymanagement/SSO
    • CMS
    • DAM
    • PIM
    • DW/usability of data (DMP)
    • KPI’s and reporting
    • Analysis tools & capabilities
    • Customer service and contact
    center software
    • Cashregister systems
    • Invoicing sytems and process
    1 2 3
    THEN EXPAND THE VIEW TO ORGANISATION AND INFRA:
    Customercentricoutside-in transformationstartsfromcustomersand market insights, thenlook at inside status & requirements
    CHANGE ENABLEMENT
    WAY OF WORKING
    CREATION OF CUSTOMER & MARKET INSIGHT

    View Slide

  8. Complicated? ABSOLUTELY!
    THE CATALYST IS RESPONSIBLE FOR MAKING
    IT SIMPLE IN CO-CREATION PROCESS:
    Good outcome is clear, inspiring, actionable
    and to the point, and it has to make intuitively
    sense internally and externally

    View Slide

  9. PROCESS FROM STRATEGIC DISCOVERY CONTENTS TO TRANSFORMATION ROADMAP
    Strategic Discovery:
    Key challenge & opportunity recognition
    OPERATING ENVIRONMENT:
    - Megatrends, regulation, ecosystems, paradigm shifts..
    BRAND AND PORTFOLIO STATUS ON THE MARKET DYNAMICS MAP:
    - Understanding current position and defining the goal brand &
    position
    CURRENT CUSTOMER RELATIONSHIP AND EARNING LOGIC
    - Understanding value creation and opportunities
    CURRENT MARKET PENETRATION AND CHANNEL STRATEGY
    - Selfservice, resellers and distributors, eCommerce, tech vs. human
    roles & responsibilities, marketing+sales+customer service
    integration
    STRATEGIC SEGMENTS
    - service penetration, customer value, potential
    CURRENT END TO END CUSTOMER JOURNEY
    - opportunities and pain points along the way
    CULTURE, ORGANISATION AND CAPABILITIES
    CORPORATE INFRASTRUCTURE, DATA AND SYSTEMS
    and relating capabilities
    Co-creation
    Excitement-, commitment-
    and belief injection into
    organisation
    - Detailed challenge
    mapping > Co-creation
    with customer facing
    professionals
    - CX/UX development >
    Creation of
    improvements by
    visualizing the journeys
    - Service blueprint, use
    cases, hypothesis,
    prototyping and piloting
    Roadmap
    Discovery as a foundation
    for change requirements:
    CX, customer interfaces,
    way of working (culture),
    infrastructure
    - Business Cases
    - Priorisation (Do, Delay,
    Delegate, Drop)
    - Roles&Responsibilities
    - Must win battles
    - Strategic programs
    - Change scheduling,
    - roadmap & budgeting

    View Slide

  10. Catalyst-as-a-service (CaaS, interim management assignment)
    - Temporary team lead, advisor or mentor role with internal organization or board of directors. These are typically longer term
    projects that require multiple areas to change simultaneously for overall operational and cultural transformation, eg. customer
    centric strategy and brand creation and implementation
    - Fee is 1500€/day+vat
    - Process as described earlier in this material
    Destination workshop (or customer vision workshop)
    - In order to align development across corporation, all units must share the same vision. Destination workshop is about creation
    of one inspiring and shared goal for everybody. Typical cases include 3 days of interviews, data and research learning ½ day
    workshop, preparation for roadmap, goal chrystalisation and final workshop in which goal is approved, roadmap, roles and
    responsibilities defined. Fees depend on a case and are typically between 8-12.000€ (1500€+vat/day)
    Management wake-up presentations & public speaking engagements
    - From existing materials 2500€/presentation. In case of a custom presentation +200€/hour for preparation
    Board member
    - I’m also open to discuss about Board memberships and searching for right fit in which the role of the board and my capacity to
    help meets with the company’s status and challenges
    SOLUTIONS TO CATALYSIS, PRICING
    Not included in pricing: VAT & Travel costs, price list valid for H1 2021
    Most typical and preferred collaboration type

    View Slide

  11. • Our task is to drive outside-in view to business, starting from own interfaces and CX of current customers –
    then scale the impacts for new business growth
    • We will create new insights and understanding, engage with internal organisation and spark excitement,
    demand and commitment to change. You can facilitate and inspire change – you can’t command it.
    Successful transformation is based on employees’ desire to do a god job, deliver great customer experiences
    and be proud about the company they work for – new data and insights are fuel for their energy & growth
    • We will enable you to to leverage evidence & data driven insights, processes and management practices
    • We will enable your growth and improvement to become better, discover, create and strengthen competitive
    advantage, deliver better CX which drives customer satisfaction, brand, NPS, demand, EBIT and market value
    • The practical outcomes/impacts include: Lower cost to serve, higher NPS, higher self-service level, higher
    ARPA/ARPU and LTV, stronger conversions, higher marketing ROI and eventually stronger overall EBIT, profit
    and share holder value
    WHAT TO EXPECT FROM OUR JOURNEY TOGETHER?

    View Slide

  12. TONI KESKINEN 12
    “At the core, I am customer
    obsessed. Some people are
    conceptual thinkers and some
    are hands on change drivers,
    I believe that I'm both.
    Knowing that improving
    customer experience requires
    leveraging all key touchpoints
    and all employees, I have
    worked hard and gained a
    broad experience and skillset
    and have a passion for driving
    transformation in people's
    ways of working for their and
    their customers' benefit.
    I have a service-minded and
    proactive approach in finding
    new ways of doing things and
    come up with solutions on how
    to meet them”
    NOTE! Client endorsements
    available in my LinkedIn profile

    View Slide

  13. LATEST BOOK: Turning Point, Amazon, 12/2020

    View Slide

  14. 5/5/21
    2000, Digital Business,
    Kauppakaari, Enterprise
    Advisory -sarja
    2001, Mobile marketing
    handbook
    2013, The Customer Journey
    – from Product Centricity to
    Symbiosis Strategy, Talentum
    INTERNATIONAL BEST PRACTICE
    ARTICLES IN ADMAP/WARC
    1. MAPPING THE CONSUMER
    JOURNEY JAN/14 & WARC
    WEBINAR JUL/14
    2. SAY HELLO TO NEW 7P’S OF
    MARKETING NOW/14
    3. CUSTOMER LOYALTY IN DIGITAL
    AGE JAN/15
    4. PATH TO PURCHASE WARC
    BEST PRACTICE ARTICLE JUL/16
    SOME EARLIER PUBLICATIONS..

    View Slide

  15. MY EXTENSIVE EXPERIENCE COMES FROM COLLABORATION WITH EG. THESE CLIENTS

    View Slide