[Music] hello my name is Oliver King one of the co-authors of customer-driven transformation now I want to give you five tips for delivering a better outside-in strategy I mean an outside-in strategy what I mean is one there's much more customer centered arrived by what people actually need one as opposed to what your organization can provide number one simply get out more get out there experience things understand other experiences and other brands and what they're doing because that's going to

inform your sense of what meaningful and what's relevant and what's valuable to your customers the second thing is to stage for more customer immersions now what I mean by that is find ways for people within the business to interact with their customers much much more that can mean for example taking them out on research or getting customers coming into the business to sit down with senior executives and actually people from all levels of business to talk about their world and what that means what we often find is that when people go to work they suddenly become a work

person and they forget what it means to be a real person so bring those two worlds together in the same room in the same place and you know learn an awful lot thirdly think about the customers missions now what I mean by that is what is it they're actually trying to achieve and what are they looking for your product or service to provide a solution for when we start thinking about things as missions we understand how we can help and more importantly we understand how we're not quite helping enough or

other areas that we can help in more point for write the story from the customers perspective now what I mean by this is to start thinking of things as journeys and to plot out and write down the experience that customers are having the touch points they're engaging with and what's going on there and beginning to see that from the castles perspective because in doing that you're gonna begin to understand what's missing what's not working well what's going really well within that experience so once you've

understood what that journey is and written it down quite literally or you can visualize it that's going to reveal a lot of insights now this leads us on to the fifth point which is look at the gaps when you've understood what that journey is look at the things that customers are doing in between the times that they traditionally interact with you what are they having to do themselves perhaps without your support to achieve what they're trying to achieve when you look at that you can begin to understand how well the things

you are doing are performing how the things you're doing are meeting the customers needs or not even do I didn't like all sorts of opportunities to innovate and improve what you do