B Zelhof, V Tang Based on previous talk by A Parnham, S Srirangam.
Accelerate 2017_Brand experience and context_Craig Parnham
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Transcript of Accelerate 2017_Brand experience and context_Craig Parnham
Lessons from the coalface of innovation
Delivering world-class brand experiences through location and context
CRAIG PARNHAM
Delivering world-class brand experiences through
location and context
cognition studio
Reimagine. Redefine. Rewire.
MISALIGNMENT
UNCERTAINTY
FAMILIARITY
SHIFTS
) ) )
PERSONALISATION
LOCALISATION
CONTEXTUALISATION
time
service experience
PERSONALISATION
• Your identity • Your preferences
• Your identity • Your preferences • Proactive recommendations • Unsolicited deliveries
LOCALISATIONWHERE WHEN HOWWHOWHAT
CONTEXTUALISATION
PHYSICAL PROXIMITY
INTERESTS
devices
level of contextualisation
DESTINATION
VIRTUAL PROXIMITY
MODE OF TRANSPORT
DEVICE STATEPHYSICAL ACTIVITY
VIRTUAL ACTIVITY
BIOMETRICS
SENTIMENT
SEMANTIC LOCATION
preferences locations behaviours
POIEVENTS
EMOTIONAL STATE
CONTEXTUALISATION
devices
level of contextualisation
preferences locations behaviours
PHYSICAL PROXIMITY
INTERESTSDESTINATION
VIRTUAL PROXIMITY
MODE OF TRANSPORT
DEVICE STATEPHYSICAL ACTIVITY
VIRTUAL ACTIVITY
EMOTIONAL STATE
BIOMETRICS
SENTIMENT
SEMANTIC LOCATION
POIEVENTS
“We have four tickets for the price of
two for Te Puhi, showing 7:00pm tonight at Herald
Theatre”
CONTEXTUALISATION
devices
level of contextualisation
preferences locations behaviours
PHYSICAL PROXIMITY
INTERESTSDESTINATION
VIRTUAL PROXIMITY
MODE OF TRANSPORT
DEVICE STATEPHYSICAL ACTIVITY
VIRTUAL ACTIVITY
EMOTIONAL STATE
BIOMETRICS
SENTIMENT
SEMANTIC LOCATION
POIEVENTS
You’ve received a message from Brian
Allen. Say ‘dictate’ to have it read out to you.”
COMPLACENCY
TRANSFORMATIONMusic industry
Commoditisation (# song choices)
100 10 1 0 Years since introduction
AM radio Records
CassettesBroadcastCollectionsDigital
FM radio
Internet radio
Satellite radio
CDs
Minidisks
MP3s
iTunes
Streaming
Socialcontent
ShazamYouTube
HUMAN
DESIGN
DISCOVER
Mode of transport
WiFi DiscoveryFacial recognition
Payment transactions
Checked baggage
App usage CompanionsSentiment
Calendar
Frequent traveller
Desti
natio
n
Connecting flights
Wea
ther a
t des
tinati
on
Traffic congestion
Weather at origination
Devic
e act
ivity
Hotel availability
Surg
e cha
rging
tren
ds
Local events
Luggage collectionTaxi
expe
nse
Taxi expense
Carp
ark l
ocati
on
Parking utilisation
Baggage belt
Estimated landing time
Expected time gate open
Expe
cted t
ime b
oard
ing
Expected time on belt
Actual landing time
Wait in lounge
Gate allocation
Check-in desk availability
Check-in class
Diversions
UNDERSTANDKE
Y CU
STO
MER
EVE
NTS
PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS
Drive to airport Check-in Clear Customs Go to gate Flight mode
Park car Load bag Scan carry-on Present boarding pass
Entertainment
Find check-in Collect forms Special checksFind missing passengers Meal selection Collect bag
Re-schedule Complete forms Buy incidentals Offload baggage
Wellness Enter taxi
Disembark
Find carousel
UNDERSTANDKE
Y CU
STO
MER
EVE
NTS
EXPE
RIEN
CE
• Leave now alert
• Push notify delays• Pre-allocate park
• Fastest check-in
• Seat preferences
• Luggage tracked• Forms pre-populated
• Digitise fastpass
• Last chance upgrade
• Power locations• Flight capacity
• Duty-free offers
• Alerts
• Digital pass
• Augmented reality
• Flight mode remind
• Continue entertain
• Pre-select meal• Wellness tips
• Luggage locator
• Transit finder
PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS
Drive to airport Check-in Clear Customs Go to gate
Park car Load bag Scan carry-onPresent
boarding pass
Find check-in Collect forms Special checks Collect bag
Re-schedule Complete forms Buy incidentals Enter taxi
Disembark
Find carousel
Flight mode
Entertainment
Meal selection
Wellness
Finding missing passengers
Offload baggage
• Flight options
UNDERSTANDKE
Y CU
STO
MER
EVE
NTS Drive to airport Check-in Clear Customs Go to gate Flight mode
Park car Load bag Scan carry-onPresent
boarding pass Entertainment
Find check-in Collect forms Special checks Finding missing passengers
Meal selection Collect bag
Re-schedule Complete forms Buy incidentalsOffload baggage Wellness Enter taxi
Disembark
Find carousel
TECH
NO
LOG
Y • Push notifications
• Carpark sensors• Wifi Discovery• Watson
• Beacons/WiFi
• RFID luggage tag• Baggage system• Digitised forms
• Facial recognition
• Beacons/WiFi
• Beacons/WiFi
• WiFi pass
• On-flight WiFi
• Entertainment• Catering
• Sentiment analyser
• Beacons/WiFi
• Baggage tracking• Traffic mgmt
PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS
• API management
• Passenger insights
• RFID ping
UNDERSTANDKE
Y CU
STO
MER
EVE
NTS
MO
NET
ISAT
ION • Less queries
• Parking utilisation• Big data• Upsell flight
• Staffing levels
• Reduce lost luggage• Forms accuracy• Process automation
• Staffing levels
• Upsell flight• Retail optimisation
• On-time reliability
• Reduce offloads
• Customer satisfaction
• Compliance• Improve operations
• Improve brand
• Luggage returns
• Staffing levels• Commissions
PRE CHECK-IN CHECK-IN PRE-BOARD BOARDING IN-FLIGHT ARRIVALS
Drive to airport Check-in Clear Customs Go to gate
Park car Load bag Scan carry-onPresent
boarding pass
Find check-in Collect forms Special checks Collect bag
Re-schedule Complete forms Buy incidentals Enter taxi
Disembark
Find carousel
Flight mode
Entertainment
Meal selection
Wellness
Finding missing passengers
Offload baggage
IDEATE
• Relevant datasets: • Flight delayed 30 mins • One checked bag to collect • Calendar integration • Currently 12 min wait for taxis • Traffic congestion in specific areas
• Technology available: • Smartphone app • RFID on luggage • API management • Airport/Airline systems
“I’ve landed 30 minutes late. My first meeting in the city
starts in 45 mins. Every minute counts!”
DIFFERENCE• Travel companion Wife • Travel history Eight Chicago-Louisville flights in past 3
months • Travel patterns Always returns to Louisville by Sunday 8pm • Social media Qualified doctor on LinkedIn profile
DIFFERENCE1. Which passengers have been late previously 2. Proportion of couples or families 3. Baggage vs Carry-on 4. How far ahead the booking was made (and the amount of baggage) 5. Going home vs going away 6. Self-select OK for another flight 7. Indicate at check-in that the flight is full so they may be asked to
move 8. Find which passengers have been in the bar for 2 hours and refuse
them access for drinking too much!
IMPORTANCE
BRAND = EXPERIENCE
= LOYALTY = BUSINESS
VALUE
Now A Taste Of Digital Disruption
Thank you.
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