Leveraging Analytics to Improve the Customer Experience

LEVERAGING ANALYTICS TO IMPROVE THE CUSTOMER EXPERIENCE

@BrianVellmure http://www.brianvellmure.com

Brian Vellmure Leading Transformation for Next Generation Organizations

http://www.brianvellmure.com


















WHY THIS TOPIC MATTERS

SPEED OF INNOVATION SURPASSING CAPABILITIES OF TRADITIONAL ORGANIZATIONS

“Competitive Intensity has more than doubled in the last

40 years”

“Brand disloyalty is increasing among consumers, particularly the younger

generation”


“Big companies are losing their leadership position at an

increasing rate”

“Winning companies are barely holding on, while losers experience rapidly deteriorating performance”

“Greater access to information and choices boost consumer power”



CHANGE HAPPENING EXPONENTIALLY FASTER

@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: TIME.com



Ave. Lifespan of S&P 500 Company

0

20

40

60

80

1937 2002 2012

75 years

25 years

75 years

15 years


AVE LIFESPAN OF AN S&P 500 COMPANY




In an era where nearly every industry/product/service is

experiencing shorter cycle times,

the customer experience is arguably the last

remaining bastion of true differentiation.

IMAGE CREDIT: http://www.bestourism.com/medias/dfp/14884



http://www.bestourism.com/medias/dfp/14884

http://www.bestourism.com/medias/dfp/14884


CUSTOMER EXPERIENCE LEADERS OUTPERFORM



THE INTERSECTION BETWEEN CUSTOMER EXPERIENCE AND ANALYTICS


WHAT IS YOUR CUSTOMER’S JOURNEY ?




DemographicTransactionalLog Data

Event DataEmail

MOST COMMONLY USED CUSTOMER DATA



@BrianVellmure http://www.brianvellmure.comIMAGE CREDIT: National Geographic

Social Media

Other digital unstructured data

External structured data

Sensor DataRFID

Geolocation Data

Audio

Video

Image data

EMERGING ANALYTICS FRONTIERS

Video



In the time it takes you to read this slide, 8 hours of content will be

uploaded to YouTube, almost 8,000 apps will be downloaded from

iTunes, over 114,000 items will be shared on facebook, more than 16,000 posts will be shared on

Twitter, and over 333,000 search queries will be sent to Google.

@BrianVellmure http://www.brianvellmure.comSOURCE: The Tapscott Group, Rethinking Analytics for the Social Enterprise, 2012



A terabyte of disk storage cost $14,000,000.

Processing Power of an iPad2 cost about $100,000,000

@BrianVellmure http://www.brianvellmure.comSOURCE: The Tapscott Group, Rethinking Analytics for the Social Enterprise, 2012

A terabyte of disk storage cost $30.

Processing Power of an iPad2 cost about $300

1980 2012



Big Data Stats here


ALL THE WORLD’S MUSIC CAN BE STORED FOR...

SOURCE: Kevin Kelly




MICRO EVERYTHING

IMAGE CREDIT: http://www.flickr.com/photos/katherinenaomi/3456906437/sizes/z/in/photostream/



http://www.flickr.com/photos/katherinenaomi/3456906437/sizes/z/in/photostream/

http://www.flickr.com/photos/katherinenaomi/3456906437/sizes/z/in/photostream/


WHAT DO WE DO WITH ALL THIS DATA?




Help me accomplish

what I’m trying to do

Help me feel good




SMALL DATA = BIG ROCKS

BIG DATA = SMALL ROCKS



Ask better questions

ASK BETTER QUESTIONS




Get better answers

FIND BETTER ANSWERS




DISCOVER NEW PATTERNS

@BrianVellmure http://www.brianvellmure.comIMAGE Source http://blogs.law.harvard.edu/metaxas/category/social-media/

GENERATE NEW INSIGHTS



http://blogs.law.harvard.edu/metaxas/category/social-media/

http://blogs.law.harvard.edu/metaxas/category/social-media/

Make better decisions


MAKE BETTER DECISIONS




ASK BETTER QUESTIONS

FIND BETTER ANSWERS

MAKE BETTER DECISIONS FASTER

DISCOVER NEW PATTERNS

GENERATE NEW INSIGHTS




FROM WHAT IS HAPPENING TOWHAT SHOULD WE DO?




Amazon, Netflix, LinkedIn, US Military (recommending what solders should do) - talk about case studies in Box 5 (screen capture) - talk about “Untitled 9” screen capture

Predictive Algorithms




A REAL LIFE “PERSON OF INTEREST”




TOWARDS ALGORITHMIC & PREDICTIVE CAPABILITIES



WAYS TO GET STARTED

THANK YOU.Let’s continue the dialogue.

@BrianVellmure


[email protected]



mailto:[email protected]

mailto:[email protected]

Business

Leveraging Analytics to Improve the Customer Experience