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THE NEW WHO AND THE MYTH OF CUSTOMER EMPOWERMENT
NAUMI HAQUE & JEFF DECHAMBEAU
2 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
Armed with information from the Web and
mobilized through social channels,
customers are sweeping aside the
‘Mad Men’ [...] Instead of customers
serving the companies, the companies are
now being forced to serve them.
- Senior Contributing Editor TMCnet
THE CUSTOMER IS IN CONTROL
“
”
DATA RICH CON
SU
MER
LI
FESTY
LE
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4 | © 2010 MOXIE Corp. All Rights Reserved. WWDDD?
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DANCE PUPPETS
DANCE
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ADD VALUE
THE POOR ANALOG SELF
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CRUDE SEGMENTATION
Source: Eric Fischer, Flickr; based on U.S. Census Data, 2000
12% 16% 27% 21% 13% 12% Quality of customer data
0% 20% 40% 60% 80% 100%
Excellent Good Average Below Average Very Poor Not Applicable
THE POVERTY OF WHO
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Source: Naumi Haque, Survey Results: Leading in the Age of Unbounded Data, Moxie Insight, 2010.
WHO THEY ARE (IDENTIFIERS)
WHAT THEY DO (BEHAVIORS)
WHO THEY KNOW (RELATIONSHIPS)
WHAT THEY THINK / FEEL (EMOTIONS)
THE NEW WHO: THE RICH DIGITAL SELF
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Source: Jeff DeChambeau, The New Who and the Myth of Customer Empowerment,
Moxie Insight, 2011.
“WHO” IS MY CUSTOMER?
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WHAT THEY DO (BEHAVIORS)
WHO THEY KNOW (RELATIONSHIPS)
WHAT THEY THINK / FEEL (EMOTIONS)
EXAMPLES OF NEW DATA TYPES
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What they do BEHAVIORS: AMAZON & GOOGLE
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Who they know RELATIONSHIPS: FACEBOOK & TWITTER
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“Facebook has the potential to be worth more than Google” - Paul Buchheit, creator of Gmail
EMOTIONS: AI & KINECT
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IDENTITY
DATA
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TH
E FOCAL POINT FO
R MOBILITY
IDENTITY GOES MOBILE
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IMPLICIT SOCIAL NETWORKS
Source: Jeff DeChambeau, The New Who and the Myth of Customer Empowerment, Moxie Insight, 2011.
Jeff’s social gaming slide LIFE IMITATES ART
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INTIMATE DATA ABOUT THE DIGITAL SELF
Which would you rather lose?
283,859 people have answered
Age of population
Is contraception morally wrong? Should burning your nation’s flag be illegal?
How economic and social beliefs change with age
We do math to get you
dates.
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ASSISTED SERENDIPITY
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MOVEMENT AS DATA
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WHO HAS THE BEST CUSTOMER DATA? FACEBOOK DOES
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What if Facebook becomes a bank? WHAT IF FACEBOOK BECOMES A BANK?
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CAN YOU QUANTIFY CONVERSATIONS?
Modifier Dimension Dollar value
Wonderful experience $5.86 Outstanding seller $5.76 Excellent service $5.27
Lightning delivery $4.84
Highly recommended $4.15 Best seller $3.80
Perfectly packaged $3.74 Excellent condition $3.53 Excellent purchase $3.22
Excellent communication $2.38 Perfect item $1.92
Terrific condition $1.87 Top quality $1.67
Awesome service $1.05 A+++ seller $1.03
Modifier Dimension Dollar value Never buy -$1.48
Wrong address -$1.54 Still waiting -$2.25
Not yet received -$2.35 Wrong item -$2.50
Late shipping -$2.89 Poor packaging -$2.92
Not as advertised -$3.93 Wrong product -$4.87 Cancelled order -$5.01 Bad experience -$5.26
Never sent -$6.69 Horrible experience -$6.79 Defective product -$6.82
Never received -$7.56
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Source: Dr. Anindya Ghose, Leonard N. Stern School of Business
Facebook places: tying it all together ADDING IT ALL UP: TOMORROW
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KNOW? WHAT DO I NEED TO
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Your brand is now the sum of the conversations that
people are having about you.
– Marcel Lebrun, CEO of Radian6
PERCEPTION VS. REALITY
“
”
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LEARN TO LISTEN
Source: Naumi Haque & Catherine Thorn, Mining Your Own Business: What are they saying about you, Moxie Insight, 2009.
UX VS. ORG TOUCHPOINTS
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Resolution Fulfillment Decision Learning Awareness
Considering Needs
Initial Use Experiences
Initiating Situation
Identifying Alternatives
Learning and Familiarization
Initial Assessment
Evaluating Alternatives
Additional Information
Evaluation Decision Process
“Below the Surface”
(non-touchpoints)
Most opportunities to innovate the experience occur “below the surface”… in the areas of experience that are
invisible to most companies!
Fulfillment Activities
Sales Contacts
Problem Resolution
Ordering Activities
“Above the Surface”
(touchpoints)
Source: Moxie Insight and Customer Innovations
INITIATING
CONSIDERING
NEEDS
IDENTIFYING
ALTERNATIVES
EVALUATING
ALTERNATIVES
SALES
CONTACTINITIAL
ASSESSMENT
ADDITIONAL
INFORMATION
ORDER
ACTIVITIES
DECISION
PROCESS
FULFILLMENT
INITIAL USE
EXPERIENCES
LEARNING &
FAMILIARIZATION
PROBLEM
RESOLUTION EVALUATION
BLOGS
BRANDED
COMMUNITIES
THIRD-PARTY
SITES
iPHONE
YOUTUBE
CALL
CENTER
COMPANY
WEBSITE
RETAIL
LOCATION
THE CUSTOMER EXPERIENCE IS FRAGMENTED
31 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
Source: Naumi Haque, Envisioning an Integrated Customer Experience Platform, Moxie Insight, 2010.
INITIATING
CONSIDERING
NEEDS
IDENTIFYING
ALTERNATIVES
EVALUATING
ALTERNATIVES
SALES
CONTACTINITIAL
ASSESSMENT
ADDITIONAL
INFORMATION
ORDER
ACTIVITIES
DECISION
PROCESS
FULFILLMENT
INITIAL USE
EXPERIENCES
LEARNING &
FAMILIARIZATION
PROBLEM
RESOLUTION EVALUATION
BLOGS
BRANDED
COMMUNITIES
THIRD-PARTY
SITES
iPHONE
YOUTUBE
CALL
CENTER
COMPANY
WEBSITE
RETAIL
LOCATION
MARKETING
SALES & SUPPORT
PRODUCT DEVELOPMENT
CUSTOMER ECOSYSTEM
DELIVERY & FULFILLMENT
EVERYONE HAS A PIECE
32 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
Source: Naumi Haque, Envisioning an Integrated Customer Experience Platform, Moxie Insight, 2010.
33 | © 2010 MOXIE CORP. ALL RIGHTS RESERVED.
What statement most accurately reflects the situation in your organization?
8%
44%
27%
5%
16%
0% 10% 20% 30% 40% 50%
Nobody knows anything
Data tends to be siloed by department
Data is shared but is often inconsistent
There is a single version of the truth accessible to all departments
Data is available for simulation and modeling across the enterprise
DATA IS SILOED
Source: Naumi Haque, Survey Results: Leading in the Age of Unbounded Data, Moxie Insight, 2010.
Traditional Customer Record New Customer* Record • Account data
• Order data
• Billing information
• Credit information
• Customer cost-allocation data
• Interaction data (e.g. emails, phone calls, online behaviour at company website)
• Service data (e.g. open tickets, service requests, standard inquiries)
• Marketing data (e.g. campaign responses, promotions offered, successes/failures)
• Segmentation and demographic data
• Records of unstructured conversations found via social-media monitoring and text analysis (e.g. comments, discussions, blogposts, Tweets)
• Profile information gleaned from Facebook, LinkedIn, Twitter, and other online communities
• Records of content created by the individual
• Third-party information associated with an account (e.g. competitive intelligence, contemporary news, data aggregators)
• Individual’s influence and social graph or role as a decision-maker (in B2B transactions)
• Location data and behaviour as captured by mobile applications and check-in services
* Includes customers, prospects, and influencers
Source: Adapted from Paul Greenberg, Destination CRM
THE CHALLENGE OF DATA INTEGRATION
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Integrated customer experience platform CALiBER
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Collaborate – leverage what you know
Analyze – turn data into actionable insight
Listen – gather more and better data
INTERNAL ACTIVITIES
Broadcast – reduce marcom expense
Engage – challenge corporate boundaries
Respond – empower the contact center
EXTERNAL ACTIVITIES
integrated
CustomerPlatform
Source: Naumi Haque, Envisioning an Integrated Customer Experience Platform, Moxie Insight, 2010.
Controlodometer
Company Customers
VRM Digital facades
Privacy advocacy Web anonymity
Self-destructing data Social media proliferation
Government legislation
SCRM Data mining Data sharing Web analytics Data integration Social media monitoring Proprietary advantage
TAKING CONTROL
36 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
Source: Naumi Haque, Envisioning an Integrated Customer Experience Platform, Moxie Insight, 2010.
Naumi Haque nhaque@moxieinsight.com
416.863.8840
www.MoxieInsight.com
Jeff DeChambeau jeffd@moxieinsight.com
416.863.8880
www.MoxieInsight.com