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Next Generation Customer ExperiencePost demographic customers want your attention in the digital world
A story (mainly) based on slides, papers and notes from Trendwatching Trendsday (Amsterdam), Gartner customer strategies & technologies summit (London), SxSWi (Austin), …
My insights on customer relationship in the digital society.
Tom Fleerackers@flatworldbuzzwww.flatworldbusiness.wordpress.comtom.fleerackers@kdg.be
A story (mainly) based on insights of the books‘Digital Transformation’ (2014), by Jo Caudron & Dado Van Peteghem, ‘When digital becomes human’ (2014), by Steven Van Belleghem
From digital disruption to digital transformation
Tom Fleerackers@flatworldbuzzwww.flatworldbusiness.wordpress.comtom.fleerackers@kdg.be
Customers want to be in a relationship
What do you* offer him?
* = your company
Pain & InflexibilityIt is our way or the highway
We* embrace a solutionWhich adds more complexity to this relationship
* = your company
Instead of solving the true problem!Servicing your customers need
Your values solve your customer needInstead of your solution
Stop wining!Digital is not disrupting your business, you’re just not transforming!
Be inspired!But only watching Messi won’t make you a great football player
Stop admiring and start doing!Hitting the ball will help making you a good football player!
Stop staring at technology
What can we do with beacons?
So how about virtualreality?
Don’t we need amobile app?
Shouldn’t we
invest in drones?
Stop looking for ideas
If your* idea fails!?You* were not solving a large enough customer problem
* = your company
Post demographic consumerism
Demographicaly undefined<> Traditional demographics of age, gender or lifestage
Joined by a similar needbut demographicaly undefined
other stories x vans
Segmentation is still neededBut outside of the ‘traditional demographic’ box
lulemon men store
Make it as personal as possiblePersonalisation over segmentation
Business moments
Digital customer experience will be a key differentiator
2017
89% of companies expect to compete mostly on customer experience 36% four years ago
A business moment blurs the line between the physical and digital worldEvery moment can be a technology moment
Digital in the core of your organisation
Organisation
digital
From digital on the side…
Organisation
digitaldigital
digital
digital
digital
digital
digital …to digital in the core.
But put people at the center and observeDon’t ask them
What if Sony didn’t let Ken Kutagari work on
Play Station
What if Google didn’t let Paul Buchheit work on
GMail
This guy invented digital photography in 1975.His bosses at KODAK made him hide it!
But put people at the center and observeDon’t ask them
Get out of the tunnel …
Get out of the tunnel …
“There is a market for about 5 computers”Thomas Watson, founder and chairman of IBM (1943)
“The telephone is an amazing innovation but who will ever use it.” Rutherford B. Hayes, American president (1875)
Get out of the tunnel …
“The development has been so remarkable that we don’t expect any improvements in the future .”German car manufacturer (1914)
Get out of the tunnel …
uber wait time
Today everybody has the ability to disrupt your business model
one touch order
one touch order
Drivers of digital disruption
1 Wastage of resources
2 Redundancy
3 Complexity
4 Limited access
5 Broken trust
Small groups of people are using technology to make things betterExpectation economics
Total TransparencyExpectation economics
Your business model needs to rely on instable processes to shift as behaviour shiftsBasic needs remain the same, behaviour changes
then
now
It’s not about technology, it’s about needs
Commerce is personal and in contextMake customer service an attitude not a department
four seasons
Data helps you understand your customerCreate a single view of customer to unlock your business moment
Cognification
Cognification
AI - Artificial Intelligence
Cognification
AI - Artificial Intelligence
The perfect storm
Google TensorFlow
Artificial Smartness in the background
The more people use AI the smarter it gets
AI will become a commodity always available
Bernie A.I.
Humanoids are still far enough off
Humanoids are still far enough off
BUT
…nanobots are already up and running!
…Baxter helps out in production
…The robotbutler (Botler) is at your service
…Nursing robots are taking care of elderly
Data
Connection makes quantification possible
Connection makes quantification possibleEverybody is connected through more than one connection
Importance of data governancePrivacy is the currency for an easy or complex life
Customers will govern their own data
In Enterprise Programs
On Social Networks
On (mobile) PIM’s
Gamification as a trigger for dataFun pays off!
privat
professional
The customer owns your brand
Network economics
Everybody is part is the economyEverybody can buy and sell
The network is part of the customer experienceThe leverage of the network
Leverage the network of peers to supercharge your brandPeer armies
City of LA & waze
NextGen customer experience
The smartphone as a premium connection hubEverybody has 10 or more ways to communicate
A customer will use 3 or more ways to complete a taskOmnichannel customer journey
A customer will use 3 or more ways to complete a taskImportance of single view of customer
Your customer is digital and in real-time
Your customer is digital and in real-timeKnow him, understand him…but don’t cross the creepy line
creepy?
Personalisation is about you and 20 others
Use personalisation to be relevant for your customer….not for your brand!
The customer experience will become more virtual
1989
2016
2016
Google Cardboard
The internet of information will become the internet of experience
tactile > 50% of the experience
tactile will play with your mind
The internet will become a conversation.
Thank you!
