Cases: BabySam, Airbnb, Telenor Denmark, SAS, Serviced Apartments
BabySam is Denmark's largest retail chain for baby products. Their customers most important need in BabySams's business area is knowing about pregnancy and how to take care of a newborn. What if BabySam provides value to their customers most important need? Therefore the challenge is: How might we move BabySam from a supplier of baby products to a trusted advisor in the first stages of parenthood?
We see an opportunity to be relevant from the point of realisation to the 3rd year of the child's life.
By focusing the service on what is most important to the parents throughout the different stages of pregnancy and parenthood we can personalise both the content and offerings to match the challenges and decisions they are facing, while they are facing them. That way product offers are welcomed by the parents as services.
By taking a holistic view of all the stakeholders we can identify a broader range of needs. These are opportunities to be relevant and provide a great experience. For example: Grandparents. They would like to:
- Know how they can help the parents without having to ask every time
- Have a better understanding of how the baby is progressing
- They don't want to be intruding
The service answers the needs of stakeholders, like the grandparents, and serves the parents specific needs.
- new revenue streams / new ways to connect with people
- gaining valuable user data
- recommending products when people need them
- happy customers
Partner: Kenn Massesson
Airbnb asks: “Where do you want to go?” – assuming people are looking for a destination. But what are people really looking for?
People say: “I want to have a romantic weekend.” “I want to go somewhere where I can lay in the sun.” “I want to go shopping.” “I want to get into nature.” “I want to be at a beach.” “I want to be where it’s warm.” “I want to go somewhere where I can eat nice food, sit in cafe’s and relax.” “I want to be at a place which feels alive, with energetic, interesting people and parties.” “I want to go snorkeling.” …
People don’t care where they get it. They don’t care about the destination. (You’re not in the destination-business.)
Airbnb should ask instead: “What do you want to experience?”
This way people who want a romantic weekend who might have chosen Paris now see many romantic places they never knew of. Now they find the perfect place for them — maybe it’s this secluded bay with a cosy, little restaurant in the next village and the Milky Way you can see at night in the south of Portugal.
Now people find the experience they are looking for.
Result: I published this on Medium and tweeted to Brian Chesky and some working in UX/UI at Airbnb. Today Airbnb recommends you experiences to choose from besides the choice of location. Glad they did so. Maybe I was one among many pushing it in that direction.
The telecom market is a highly competitive market with similar products mostly competing on price with the result that you work much and earn little. Challenge: How might Telenor become more valuable / relevant to people?
Telenor is not in the “business of selling internet connection and mobile phones”. These are their products, Telenor’s business is the outcome of their products for the consumers. The outcome of the internet I divided it into short-term, mid-term, and long-term outcome.
In the long-term the internet enables you to truly live your dream. For example, if you want to be a published author you can get online help writing it, designing it, you can self publish it and even crowd fund it.
In the mid-term the internet enables you to act with confidence in any unfamiliar situation. For example, if you want to do beekeeping with your neighbours, you go online and find out how to do it.
In the short-term the internet can make any moment greater. For example, while shopping you can compare prices online.
Ways Telenor could help people "live their dream" using the internet:
- Some people don't know what their dream is. We could provide a tool that asks people's network. Or a tool where one rambles on about their wishes and dreams, it sorts through the rambling, identifies and formulates your dream.
- For people with concerns a service resolves all your concerns that stand in the way of you living your dream. For example, if you think you don't have the necessary skills, it shows you where you can get the skills.
- The service connects people living that dream with people aspiring to live it online as well through evening workshops in Telenor retail stores and conferences.
On Pinterest you find ways how to hide your router – give people a product they love and don't hide.
People don't know which package to choose, whether they need 5, 10, or 30 GB. Why not charge people what they use, like Amazon does at AWS.
- Instead of a non-personalised products website Telenor could give people realtime personalised recommendations what and when they need it.
- Telenor sets up elderly's mobile phone in their retail stores, like getting an email address and adding contacts. They have workshops for elderly on how to use the internet and smartphone.
In b2b Telenor is not in the "Internet connection, phone + IT business", but the outcome of the internet / digital for a business is "having an agile, lean, innovative organisation". If that is Telenor's business then they could:
- consult businesses in agile, lean, and innovation
- organise conferences on those topics, teach those at business schools and award companies that make progress in that direction
- Telenor could provide an easily accessible business case archive on those topics
Overall, the outcome of the internet is an amazing, exciting, growing business area to be in. It's for Telenor the way to get out of the highly competitive, conventional telecom market.
- new revenue streams / new market spaces
- new ways to connect with people
- more valuable and relevant to people
This was part of my presentation to Telenor's marketing department. I was invited to present how my marketing book applies to Telenor.
What business travellers get out of an airline company like SAS is the meeting with a business partner. To have a great business meeting you need to meet with your ideal business partner. What if SAS connects you with your ideal business partner?
Using chat bots and AI to get data of your upcoming project and data of companies and their teams, using AI to find connections, SAS could provide you with your ideal business partner for your next project – with a business matchmaker tool.
- SAS connects with business travellers early in the customer journey. With the gained trust they most likely stay with SAS and fly SAS as well
- It is a new market space SAS can dominate and shape
Challenge: How might we make serviced apartments relevant for today's people spoiled by Uber, Netflix, Slack, Farfetch, etc.?
Private and business people use serviced apartments. Both have different needs. Using personas I defined the business of serviced apartments by what the personas get out of it. For Steve, a business person who stays for weeks and even months at a serviced apartment, they are in the "Living a full life away from home business", for example.
Using the Customer Activity Cycle model we identified many of Steve's needs – opportunity spaces for serviced apartments:
- Personal business contacts recommendations / Steve is a highly networked individual and values network. Serviced apartments recommend whom he needs to meet in that city, getting him into for him important business circles in that city, considering his business project, longterm goals and ambitions. They could even set up the meeting.
- Personal full-life recommendations / Considering Steve's needs on sport, social life, hobbies, his way of relaxation, on what stimulates him, etc., things that make his life a full life, will be recommended and arranged in that city.
- Removing the hassle at the end of a business stay / The time after a business stay can be a hassle. Steve needs to report to his organisation, follow up on contacts and commitments, live up to new commitments, etc. A digital service could assist Steve, making the ending of the business stay a pleasant experience. Taking the good with you home / Furthermore, Steve would like to enjoy some of the food, culture, music, relationships, gained habits he enjoyed at his business stay at home as well. A service could make that possible.
This was part of my presentation at the annual conference of ASAP, The Association of Serviced Apartment Providers.