Culture, Clients

& CreativityExploring Today’s Business Challenges and Opportunities

Sanchay Agarwal

Emily Almani

Rodrigo Almeida

Julie Amodeo

Kaitlyn Bergfeld

Cynthia Bialer

Dora Brandon

Brett Busconi

John Carl

Lou Carricarte

Saswati Chakraborty

Ming Chan

James Chaska

Mohammad Chaudhury

Wallace Chin

Jeff Clapp

Nicolas Claquin

Kevin Cosbey

David Coughlin

Jennifer Crossan

Arif Dawood

Markus Demirci

Lauren Downer

Heather Faherty

Ariel Feldbrandt

Michael Fine

Cindy Fishman

Tracy Fives

Tiana Ford

Shailesh Gala

Deborah Gallant

Patrick Gilbert

Gabriel Gluck

Gerard Gorman

Denise Graziano

David Haselkorn

Bruce Hashim

Patricia Hennigan

Peter Insalaco

Nick Jerome

Caroline Johnson

Ernie Kapanke

Thomas Kay

Jennifer Kurucz

David Lackey

Grayson Lafrenz

David Leaver

Randy Levy

David Longendyke

Thomas Malarik

Michelle Maltsberger

Matt Marotta

Mia Martino

Deborah Maxwell

Dawn McKenzie

Carl Meshenberg

Jorge Miranda

Neil Mohan

Bruce Molloy

Winnie Mui

Dan Myricks

Shonan Noronha

Gerald Pallor

Bill Powell

Michelle Reeves

Mark Rosenthal

Ira Schloss

Jagruti Shah

Jay Shaw

Russell Sicklick

Nicholas Slettengren

Jerry Spiering

Rachel Stolleman

Lisa Christine Summerville

Karl Sundstrom

Ariy Tartakovskiy

Robert Thayer

Mark Thompson

Russell Titsch

Terrence Tormey

Amelia Tran

Andrea Trendy

Sofia Troy

Chris Veros

Joy Wang

Joseph Warner

LisaBeth Weber

Michael White

Juanita Worboys

Ellen Zalk

CONTRIBUTORS

2014 Hyper Island, New York City

hyperisland.com

Co-created by Customer Engagement World Expo attendees #CETW

Edited by Lisa Pertoso, Marianne Aerni, Mathias Vestergaard

Produced by Hyper Island

Designed by Paula Cyhan (paulacyhan.com)

CONTENTS1 Summary

2-3 Challenges: Themes

4 Challenges: In Their Own Words

5 Matching Game

6-7 Actions: Themes

8 Actions: In Their Own Words

9 Want to Know More?

Hyper Island is a creative business school with intensive executive courses, consulting services, and MA Degrees. We empower individuals and organizations to seize the opportunities created by the technological evolution. On November 5-6, 2014 at the Customer Engagement World Expo (CEW) in New York City, we took the opportunity to listen and learn.

Everyone who visited our booth shared their current business challenge, and what small action they could take tomorrow to address that challenge. This Ebook was co-created by over a hundred people from a cross-section of industries including advertising and marketing; consulting; retail; healthcare; hospitality; government; non-profit; technology providers; financial institutions; and media.

When looking through this collective wisdom we noticed two major patterns:

First, although the challenges initially appear to be new and specific to our day and age - like the accelerating pace of technology, the decreasing attention span of people, and reaching new customers - look again and you will see that these are problems as old as civilization.

Every new technology, from the written word to the steam engine, has transformed society in unpredictable ways, and every generation has had communication issues with the one after. Even Aristotle lamented the younger generation and feared that the written word would destroy humanity’s ability to commit knowledge to memory. And the Roman

Empire created stability in the Mediterranean region by allowing merchants to trade in new markets.

Second, and perhaps more importantly, when we asked our booth visitors to come up with small steps to tackle their biggest challenge, everyone could almost immediately think of at least one action!

No matter what your biggest, mightiest most daunting challenge is, even if you don’t have the long-term solution, you can always take the first step. You can make the first phone call, share your idea, or reach out and ask for help.

When we decided to co-create this book we had no idea what would happen. But we took one step forward, asked questions, listened, and learned many things along the way. Remember that you too, can always learn something new (whether it’s playing the saxophone, doing improv theater, or asking your clients questions), which will give you a fresh perspective to address not-so-new problems in new ways.

Hyper Island sees the opportunities for learning all around us...take a look and see for yourself!

We hope this book inspires a dialogue about engagement, technology, and business, and we would love to hear your thoughts. Tweet @hyperisland and use the hashtags: #CETW #HIMC

– Joelle, Marianne, Lisa & Mathias Hyper Island, New York City

SUMMARY

1

Marketing & Communication Strategies

Find

ing

N

ew

Clie

nts

Keeping Clients Engaged

Education

Client Centricity

Integrate Technology

Tale

nt

Change & Digital Disruption

2

THE MOST COMMON CHALLENGES

• Finding new clients

• How to translate so much data in a way that creates value

• Be more client-centric

• Best ways to communicate across different platforms

• Finding the best technology solution

• Stay up-to-speed about digital tools and trends

• Finding the best talent

• How to inspire creativity among employees

• Effectively communicate across teams

INT

ER

NA

L

EX

TE

RN

AL

3

“ Technology moves too fast, I would love to keep up but feel overwhelmed at times.”

“ Getting data collectors and the ones who use it later to have a real dialogue.”

“Connecting with clients.”“Engaging in new ways.”

“ Getting face to face meetings.”

“ Each client is different - how can I consider every need?”

“ Keep engaging with our audience. Everyday, everywhere.”

“ Getting our clients to understand customer journeys.”

“Working with millennials!”

“ Mobile engagement and knowing what works.”

“Break old mind sets.”

“ Clearly defining what the customer really wants.”

IN THEIR OWN WORDS“ Keeping up with the latest technology.”

4

MATCH ACTION TO ADDRESS CHALLENGE*ACTION

Ask our customers more questions

Engagement with individuals in our network

Listen, listen, listen!

Understanding client’s needs

Research-educate-implement-sell!

Get a new website

Be healthy. Exercise and eat well

Get clients to engage in a CRM

Design new products

Experiment and test prototypes and pop-up events

Learn to think outside the box

Be more dynamic!

Get a CRM

CHALLENGE

Finding new clients

Encroachment from other businesses/industries

Select the right platform for specific needs

Using social media

Funding and coaching for digital

Integrating creatives ideas with technology

Adapting culturally to the US market

Getting clients to embrace digital

Not knowing where to reach out to target audiences

Getting our organization engaged

Real-time engagement

Feel as if there is not enough time to manage website, and Facebook page

How to create real value for people* THERE IS NO “RIGHT” ANSWER.

WHEN ACTIONS ARE CLIENT-CENTRIC THEY CAN TACKLE ANY CHALLENGE

5

Listen, research, ask questions

Engagement at a deeper level

Push education for both clients and employees

Be

mor

e tr

ansp

aren

t

Take risks

Optimize use of technology

Imp

rove

st

rate

gy

and

p

roce

sses

6

THE MOST COMMON ACTIONS

• Do more in-depth research

• Ask clients more questions

• Use digital tools to facilitate above

• Be more transparent

• Listen more, talk less

• Take more risks and think outside the box

• Improve processes

• Use digital tools to facilitate above IN

TE

RN

AL

EX

TE

RN

AL

7

“ Connect directly with people and understand their interests.”

“Advise & explain.”

“ Understand needs of mobile customers.”

“Be more dynamic!”

IN THEIR OWN WORDS

“ Hire people who are smarter than me.”

“ Listen to topics involving your brand. Who is talking, when and where?”

“ In-depth review of individual’s needs and desires.”

“ Break something today, rethink tomorrow and next year increase transparency.”

“ Talk to Hyper Island.”

8

Today’s challenges are not unique or insurmountable. Are you inspired to act today?

Hyper Island offers executive courses and programs on digital transformation, innovation, leadership, and change management. Find out more about our Master Classes and Tailored Solutions here: hpr.is/mc14

We are grateful to everyone who contributed their knowledge, thoughts, and insights to this Ebook.

THANK YOU!

Questions? Thoughts? Curious about Hyper Island?

Tweet @hyperisland and use the hashtags: #CETW #HIMC

Email: Lisa Pertoso lisa.pertoso@hyperisland.com

9