Losing Control:8 Steps to Success in a post 2.0 World

WORKLIKETHE

NETWORK

“blog”

“practical”

36,000companies

Product IdeationNew Products,

New Uses

Immersive TestingBuyers, Features,

Pricing, Service

LaunchBuzz, Promotion, Marketing

Customer ServiceProblems, Questions,

Ideas

When Social Systems meet Customer Service

Product IdeationNew Products,

New Uses

Immersive TestingBuyers, Features,

Pricing, Service

LaunchBuzz, Promotion, Marketing

Customer ServiceProblems, Questions,

Ideas

Social Effects

When Social Systems meet Customer Service

Experience  design  loves  the  customerhttp://www.flickr.com/photos/kendrick/

http://www.flickr.com/photos/claudio_ar/

Your  average  business,  sadly,  does  not

FAQs

Trouble  Ticket  Systems

Outsourced  Call  Centers

Bad  metrics  &  measurements...

...Lead  to  this

Friction-free  communication  is  the  new  norm

BUSINESSES  THRIVE  ON  THE  NETWORKWHEN  THEY  ADAPT  TO  THE  NETWORK

NOT  THE  OTHER  WAY  AROUND

Networks  are  nothing  new

It  was  about  moving  goods

HIERARCHIESBECAME  

NECESSARY  TOMANAGE  SCALE

A  new  kind  of  network

The  economics  of  information  have  inverted

Server  crashes  arenʼ’t  train  crashes

Linking  create  new  kinds  of  value  chains

http://www.flickr.com/photos/takomabibelot/

Value  exists  externally

Another  way  to  say  this

http://www.flickr.com/photos/claudio_ar/

From  this

http://www.flickr.com/photos/libraryman/

To  this

http://www.flickr.com/photos/kendrick/

“Practically”  speaking,  what  does  this  mean?

1. Organizations understand their customers are out there now.

2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.

3. Most organizations have no idea what to do about that.

Three  things

http://www.flickr.com/photos/bachmont/

WAYSORGANIZATIONSARE  CHANGING

FROMCONTROL

TOCACOPHONY

(1)

YOUʼ’REJUSTA

NODE(1)

http://www.flickr.com/photos/generated/

Home  sweet  home

Customers  lead  the  conversation

Change  happens  fasterthan  organizations  can  process

“They  walk  fast  and  they  walk  adroitly.  They  give  and  they  take,  at  once  aggressive  and  accommodating.  With  the  subtlest  of  motions  they  signal  their  intention  to  one  another.”

William  Whyte,  City  (1969)

We  can  handle  it

http://www.flickr.com/photos/oskay/

Iteration  iteration  iteration  iteration  iteration

FROMPROCESS

TOFLOW

(2)

Less  hierarchy

More  improvisation

http://www.slideshare.net/leisa/

Waterfall  to  washing  machine

FROMDOCUMENTATION

TOCOLLABORATION

(3)

FROMPREVENTION

TORECOVERY

(4)

Fear  of  competition

Impossible  to  hide

Youa  culpa

Pixar  is  a  community  in  the  true  sense  of  the  word.  We  think  that  lasting  relationships  matter,  and  we  share  some  basic  beliefs:  Talent  is  rare.  Managementʼ’s  job  is  not  to  prevent  risk  but  to  build  the  capability  to  recover  when  failures  occur.  It  must  be  safe  to  tell  the  truth.

-Ed  Cartmill,  President,  Pixar  (Harvard  Business  Review)

FROMWALLS

TOWINDOWS

(5)

Secrecy  is  obsolete

Itʼ’s  not  clear  where  your  interests  endand  others  begin

Edges  everywhere

Edges  everywhere

Edges  everywhere

Edges  everywhere

Edges  everywhere

FROMOWNERSHIP

TOSTEWARDSHIP

(6)

When  we  try  to  pick  out  anything  by  itself,  we  find  it  hitched  to  everything  else  in  the  universe.  -  John  Muir

ABOUTWEEK  3

I  REALIZED  IWASNʼ’T

IN  CHARGEANYMORE.

-  TED  RHEINGOLD  CEO,  DOGSTER

Aligning  the  grain

“Donʼ’t  be  evil.”

1. Customer service?

2. Marketing and Brand development?

3. Product development?

4. Business development?

5. Advertising?

6.Human Resources?

What  does  all  this  mean  for:

In Summary

http://www.flickr.com/photos/claudio_ar/

http://www.flickr.com/photos/libraryman/

Three  things

1. Organizations understand their customers are out there now.

2. Every part of the organizational value chain is now aware of the customer, and the impact that can have on their piece of the business.

3. Most organizations have no idea what to do about that.

http://www.flickr.com/photos/kendrick/

1. Customer service?

2. Marketing and Brand development?

3. Product development?

4. Business development?

5. Advertising?

6.Human Resources?

What  does  all  this  mean  for...

http://www.flickr.com/photos/blackbeltjones/

Lane BeckerEmail at lane@getsatisfaction.comAIM at monstro9Twitter @monstroFacebook at /lanebPhone at 1-415-867-1708