Hilary Corna - Real Time Reset for a Business Interrupted -- EOS Conference May 2020
WELCOME
HILARY CORNA
CEO
CORNA PARTNERS
• Introduce the Human Era
• Identify and understand human era traits
• Develop your own C.O.R. Customer
Operations Reset
• Introduce the O.D.A. method
• How to build a pipeline to generate new business
REAL-TIME RESET FOR A BUSINESS
INTERRUPTED
ARE YOU A HUMAN-ERA COMPANY?
“WHEN TRUST EXISTS, THINGS HAPPEN FASTER
AND MORE EFFECTIVELY. WHEN TRUST DOES NOT
EXIST, THINGS HAPPEN SLOWER AND LESS
EFFECTIVELY”
– Stephen Covey
THE C.O.R. METHOD:
CUSTOMER OPERATIONS RESET
• They have deep customer empathy
• They talk and act like real people
• They are open, real, and even flawed
• They aren’t boring
• They care intensely about little things
• They empower individuals to be the brand
HUMAN ERA COMPANIES
11%
…is the average distance ahead of
the Dow on the Human Era list per
year over the last four years.
Source: Lippincott (2018)
2X
…as likely to be referred by their
customers compared to their “inhuman”
competitors. Source: Lippincott (2018)
CUSTOMER FOR LIFE CYCLE
Purchase/Contract
Product or service
delivered
Search
Hilary Corna - Real Time Reset for a Business Interrupted -- EOS Conference May 2020
O.D.A.
O.D.A.
1. Offer
2. Deliver
3. Authority
1.OFFER
• What can you do for them
for free that is fast and
easy?
1.OFFER
• Pick 3
• Focus on what drives the most
value
• Recommend making one
community focused
2.DELIVER
• What is the best
medium and cadence to deliver
this offer of help?
2.DELIVER
• Pick 3
• Focus on what is the most
effective
• Recommend making one a target
call campaign
3.
AUTHORITY• What medium and cadence is
best to share a “State of the
Industry?”
3.
AUTHORITY• Pick 1
• Focus on where your customers
are
• Recommend to repurpose one on
a live platform
O.D.A. EXAMPLE
• OFFER
• Free online ordering
• Free physical design services
• Free social media consultation
• DELIVERY
• Email to customers 2x/week
• Weekly Zoom call
• Call outreach 100% every 2 weeks
• AUTHORITY
• Weekly Facebook Live
THE C.O.R. METHOD:
CUSTOMER OPERATIONS RESET
REAL-TIME RESET FOR A BUSINESS
INTERRUPTED
• Introduce the Human Era
• Identify and understand human era traits
• Develop your own C.O.R. Customer
Operations Reset
• Introduce the O.D.A. method
• How to build a pipeline to generate new business
TURN INTO ACTION
1. Identify PIC for O.D.A.
2. Set a target date for O.D.A.
3. Schedule 30 mins with your team for review
CUSTOMER FOR LIFE CYCLE
Purchase/Contract
Product or service
delivered
Search
CUSTOMER FOR LIFE CYCLE
 Not aware of what others are doing
 Difficult to know when one dept changes
 Only some connected to the customer
 Creates inconsistent experiences
 Some may be empathetic
 Syncs departments
 Less disjointed processes
 More effective initiatives
 Logical objective prioritization
 More gaps surface faster
 Highly empathetic
EVERY DIGITAL
EXPERIENCE IS A HUMAN
EXPERIENCE
Hilary Corna - Real Time Reset for a Business Interrupted -- EOS Conference May 2020
“MAJOR EMPLOYERS ARE INVESTING IN THEIR
WORKERS AND COMMUNITIES BECAUSE THEY
KNOW IT IS THE ONLY WAY TO BE SUCCESSFUL
OVER THE LONG TERM.”
– Jamie Dimon, Chairman and CEO of JPMorgan Chase & Co.
Email hello@hilarycorna.com
for Quiz, CFL Cycle & 8 Wastes
BRING ON YOUR NEW ERA
www.hilarycorna.com/connect
Stay Connected:
Connect on LinkedIn Hilary Corna
Follow on Twitter @HilaryCorna
Follow on Instagram @HilaryCorna

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Hilary Corna - Real Time Reset for a Business Interrupted -- EOS Conference May 2020

  • 3. • Introduce the Human Era • Identify and understand human era traits • Develop your own C.O.R. Customer Operations Reset • Introduce the O.D.A. method • How to build a pipeline to generate new business REAL-TIME RESET FOR A BUSINESS INTERRUPTED
  • 4. ARE YOU A HUMAN-ERA COMPANY?
  • 5. “WHEN TRUST EXISTS, THINGS HAPPEN FASTER AND MORE EFFECTIVELY. WHEN TRUST DOES NOT EXIST, THINGS HAPPEN SLOWER AND LESS EFFECTIVELY” – Stephen Covey
  • 6. THE C.O.R. METHOD: CUSTOMER OPERATIONS RESET
  • 7. • They have deep customer empathy • They talk and act like real people • They are open, real, and even flawed • They aren’t boring • They care intensely about little things • They empower individuals to be the brand HUMAN ERA COMPANIES
  • 8. 11% …is the average distance ahead of the Dow on the Human Era list per year over the last four years. Source: Lippincott (2018)
  • 9. 2X …as likely to be referred by their customers compared to their “inhuman” competitors. Source: Lippincott (2018)
  • 10. CUSTOMER FOR LIFE CYCLE Purchase/Contract Product or service delivered Search
  • 14. 1.OFFER • What can you do for them for free that is fast and easy?
  • 15. 1.OFFER • Pick 3 • Focus on what drives the most value • Recommend making one community focused
  • 16. 2.DELIVER • What is the best medium and cadence to deliver this offer of help?
  • 17. 2.DELIVER • Pick 3 • Focus on what is the most effective • Recommend making one a target call campaign
  • 18. 3. AUTHORITY• What medium and cadence is best to share a “State of the Industry?”
  • 19. 3. AUTHORITY• Pick 1 • Focus on where your customers are • Recommend to repurpose one on a live platform
  • 20. O.D.A. EXAMPLE • OFFER • Free online ordering • Free physical design services • Free social media consultation • DELIVERY • Email to customers 2x/week • Weekly Zoom call • Call outreach 100% every 2 weeks • AUTHORITY • Weekly Facebook Live
  • 21. THE C.O.R. METHOD: CUSTOMER OPERATIONS RESET
  • 22. REAL-TIME RESET FOR A BUSINESS INTERRUPTED • Introduce the Human Era • Identify and understand human era traits • Develop your own C.O.R. Customer Operations Reset • Introduce the O.D.A. method • How to build a pipeline to generate new business
  • 23. TURN INTO ACTION 1. Identify PIC for O.D.A. 2. Set a target date for O.D.A. 3. Schedule 30 mins with your team for review
  • 24. CUSTOMER FOR LIFE CYCLE Purchase/Contract Product or service delivered Search
  • 25. CUSTOMER FOR LIFE CYCLE  Not aware of what others are doing  Difficult to know when one dept changes  Only some connected to the customer  Creates inconsistent experiences  Some may be empathetic  Syncs departments  Less disjointed processes  More effective initiatives  Logical objective prioritization  More gaps surface faster  Highly empathetic
  • 26. EVERY DIGITAL EXPERIENCE IS A HUMAN EXPERIENCE
  • 28. “MAJOR EMPLOYERS ARE INVESTING IN THEIR WORKERS AND COMMUNITIES BECAUSE THEY KNOW IT IS THE ONLY WAY TO BE SUCCESSFUL OVER THE LONG TERM.” – Jamie Dimon, Chairman and CEO of JPMorgan Chase & Co.
  • 29. Email [email protected] for Quiz, CFL Cycle & 8 Wastes
  • 30. BRING ON YOUR NEW ERA www.hilarycorna.com/connect
  • 31. Stay Connected: Connect on LinkedIn Hilary Corna Follow on Twitter @HilaryCorna Follow on Instagram @HilaryCorna

Editor's Notes

  • #3: And that’s what we’re here to discuss today, in the midst of all the challenges facing companies in financial services, there is a great opportunity to mitigate these threats by humanizing your processes and building trust again with your customers and communities. .the rise of businesses forseeing this hidden competitive advantage of humanizing processes to build connection, foster trust and strengthen retention to build stronger companies.
  • #4: As Stephen said..
  • #5: The goal here if you haven’t already figured out is to achieve more yeses then nos. This is just a snapshot pulse to see where your company stands.  
  • #6: As Stephen said..
  • #7: What makes a human era company? Institutions have always used their comms to declare, preach, sell. Yet humans communicate to connect with one another. In the human era, companies must communicate in the same way and when they do, there is a great value to be unlocked for both parties. Consumers find value through loyalty and companies generate value during decision making points with their customer.   Breaking through and making a connection is a tall order. Why? Because real connection must be firmly anchored in the culture of the business. Pivoting requires hard work, establishing values that are truly customer driven, not company goals or metrics driven, and they must be executed on through day to day operations, decision making, and employee behavior.   Several traits appear among the top performing human era companies    
  • #8: This is big, complex, totally unique. But the research doesn’t lie. Your customers/employees can be happier. You can make more money. The world will see you as a better place/company. And all you gotta take is the first step. And the first step is a free 30 min call with me. Namaste
  • #9: Perhaps not surprisingly, the highest scoring company do indeed outperform financially. The public companies on the leadership list outdistanced the Dow by an avg of 11%, implying a 50% more value creation.
  • #10: These companies were also…. If you could increase your valuation and double your referrals, would you?
  • #11: In contrast to old precepts, we are seeing organizations become more distributed rather than concentrated; growing more horizontally rather than vertically, resembling more organic networks rather than machines. A fundamental shift is occurring from process-centric to human-centric. the organizations around the world that have foreseen this hidden competitive advantage are benefiting from being first to market. The most admired brands in the world have become flatter, more transparent, and they listen to the world around them to bridge connections to earn back trust that has been lost.
  • #12: 3) New – 5 mins Now the opportunity to add new
  • #13: I believe we are experiencing the next great evolutionary leap in business to the Human Era. Technology is not the leap, it’s the catalyst for the leap. The leap is humanization.   At the core of this is the realization that humans are searching for trust and this extends to organizations and brands as well as people.   The rise of the human era has precipitated a fundamental shift in the value equation – it’s become more intimate, personal, cooperative, and inclusive.   “Are we welcoming, understanding, and loving? Or are we cold, sterile, rigid and complex shoving sales scripts and automated emails down peoples throats disconnected, losing trust with a strong pipeline but a leaky bucket of unhappy customers with a bad taste int heir mouth for the company and zero retention?”   It’s not about how great your product is, or feature set. This will commoditize you and swiftly be replaceable as we’re seeing across the tech world today. What makes your not easily replaceable? How you treat someone (As Maya Angelou said) – Toyota quote We cant just say we’re trust advisors, we have to actually deliver on it.
  • #14: In contrast to old precepts, we are seeing organizations become more distributed rather than concentrated; growing more horizontally rather than vertically, resembling more organic networks rather than machines. A fundamental shift is occurring from process-centric to human-centric. the organizations around the world that have foreseen this hidden competitive advantage are benefiting from being first to market. The most admired brands in the world have become flatter, more transparent, and they listen to the world around them to bridge connections to earn back trust that has been lost.
  • #15: Connecting with a human era company should feel more like an eye to eye conversation than a one way corporate communication. One of the easiest ways to show you care about people and to engender their trust is to talk with them on their terms, asking and listening.
  • #16: Connecting with a human era company should feel more like an eye to eye conversation than a one way corporate communication. One of the easiest ways to show you care about people and to engender their trust is to talk with them on their terms, asking and listening.
  • #17: There is no doubt that connecting on a human level is about showing real personality and creating your unique character in special ways. Companies can and should have dynamic personality just as people do.
  • #18: There is no doubt that connecting on a human level is about showing real personality and creating your unique character in special ways. Companies can and should have dynamic personality just as people do.
  • #19: Another character is the willingness for companies to truly trust, empower, and celebrate their people. They throw out the script and entrust employees to deliver. Standardization and trying to control is giving way to freedom and trust. Being people centric instead of policy centric.
  • #20: Another character is the willingness for companies to truly trust, empower, and celebrate their people. They throw out the script and entrust employees to deliver. Standardization and trying to control is giving way to freedom and trust. Being people centric instead of policy centric.
  • #21: In contrast to old precepts, we are seeing organizations become more distributed rather than concentrated; growing more horizontally rather than vertically, resembling more organic networks rather than machines. A fundamental shift is occurring from process-centric to human-centric. the organizations around the world that have foreseen this hidden competitive advantage are benefiting from being first to market. The most admired brands in the world have become flatter, more transparent, and they listen to the world around them to bridge connections to earn back trust that has been lost.
  • #22: In contrast to old precepts, we are seeing organizations become more distributed rather than concentrated; growing more horizontally rather than vertically, resembling more organic networks rather than machines. A fundamental shift is occurring from process-centric to human-centric. the organizations around the world that have foreseen this hidden competitive advantage are benefiting from being first to market. The most admired brands in the world have become flatter, more transparent, and they listen to the world around them to bridge connections to earn back trust that has been lost.
  • #23: As Stephen said..
  • #24: If you don’t believe me… Are we focusing on knowledge based or what makes us unique? Gross margin vs strategy on how to reduce costs?
  • #25: In contrast to old precepts, we are seeing organizations become more distributed rather than concentrated; growing more horizontally rather than vertically, resembling more organic networks rather than machines. A fundamental shift is occurring from process-centric to human-centric. the organizations around the world that have foreseen this hidden competitive advantage are benefiting from being first to market. The most admired brands in the world have become flatter, more transparent, and they listen to the world around them to bridge connections to earn back trust that has been lost.
  • #26: In contrast to old precepts, we are seeing organizations become more distributed rather than concentrated; growing more horizontally rather than vertically, resembling more organic networks rather than machines. A fundamental shift is occurring from process-centric to human-centric. the organizations around the world that have foreseen this hidden competitive advantage are benefiting from being first to market. The most admired brands in the world have become flatter, more transparent, and they listen to the world around them to bridge connections to earn back trust that has been lost.
  • #27: Think about – why was “AS A SERVICE” developed? Because tech is ever changing, growing, and customer have continued needs. It’s not just a drop ship product. You see this in the POS merchant services space – you do that, and the next day you have to go and close a new deal .Then “As a service” companies needs to focus on their service, tech comes second. Naming them, “tech companies” is fundamentally flawed. Reoccuring revenue should not be the goal, serving the customer should be the goal
  • #28: In Q4 of last year… senior business leaders came together.
  • #29: These modernized principles reflect the business community’s unwavering commitment to continue to push for an economy that serves all Americans.” “This new statement better reflects the way corporations can and should operate today,” added Alex Gorsky, Chairman of the Board and Chief Executive Officer of Johnson & Johnson and Chair of the Business Roundtable Corporate Governance Committee.  As we used to say at Toyota, though, Show me don’t tell me. The ability to truly develop operations that are human and deliver on this is the only answer to regaining trust.
  • #30: This is big, complex, totally unique. But the research doesn’t lie. Your customers/employees can be happier. You can make more money. The world will see you as a better place/company. And all you gotta take is the first step. And the first step is a free 30 min call with me. Namaste
  • #31: This is big, complex, totally unique. But the research doesn’t lie. Your customers/employees can be happier. You can make more money. The world will see you as a better place/company. And all you gotta take is the first step. And the first step is a free 30 min call with me. Namaste
  • #32: This is big, complex, totally unique. But the research doesn’t lie. Your customers/employees can be happier. You can make more money. The world will see you as a better place/company. And all you gotta take is the first step. And the first step is a free 30 min call with me. Namaste