Next Generation Customer Experience_v20170117
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Next Generation Customer ExperiencePost demographic customers want your attention in the digital world
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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
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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
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Customers want to be in a relationship
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What do you* offer him?
* = your company
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Pain & InflexibilityIt is our way or the highway
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We* embrace a solutionWhich adds more complexity to this relationship
* = your company
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Instead of solving the true problem!Servicing your customers need
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Your values solve your customer needInstead of your solution
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Stop wining!Digital is not disrupting your business, you’re just not transforming!
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Be inspired!But only watching Messi won’t make you a great football player
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Stop admiring and start doing!Hitting the ball will help making you a good football player!
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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?
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Stop looking for ideas
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If your* idea fails!?You* were not solving a large enough customer problem
* = your company
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Post demographic consumerism
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Demographicaly undefined<> Traditional demographics of age, gender or lifestage
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Joined by a similar needbut demographicaly undefined
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other stories x vans
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Segmentation is still neededBut outside of the ‘traditional demographic’ box
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lulemon men store
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Make it as personal as possiblePersonalisation over segmentation
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Business moments
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Digital customer experience will be a key differentiator
2017
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89% of companies expect to compete mostly on customer experience 36% four years ago
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A business moment blurs the line between the physical and digital worldEvery moment can be a technology moment
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Digital in the core of your organisation
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Organisation
digital
From digital on the side…
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Organisation
digitaldigital
digital
digital
digital
digital
digital …to digital in the core.
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But put people at the center and observeDon’t ask them
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What if Sony didn’t let Ken Kutagari work on
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Play Station
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What if Google didn’t let Paul Buchheit work on
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GMail
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This guy invented digital photography in 1975.His bosses at KODAK made him hide it!
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But put people at the center and observeDon’t ask them
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Get out of the tunnel …
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Get out of the tunnel …
“There is a market for about 5 computers”Thomas Watson, founder and chairman of IBM (1943)
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“The telephone is an amazing innovation but who will ever use it.” Rutherford B. Hayes, American president (1875)
Get out of the tunnel …
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“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 …
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uber wait time
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Today everybody has the ability to disrupt your business model
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one touch order
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one touch order
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Drivers of digital disruption
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1 Wastage of resources
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2 Redundancy
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3 Complexity
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4 Limited access
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5 Broken trust
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Small groups of people are using technology to make things betterExpectation economics
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Total TransparencyExpectation economics
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Your business model needs to rely on instable processes to shift as behaviour shiftsBasic needs remain the same, behaviour changes
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then
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now
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It’s not about technology, it’s about needs
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Commerce is personal and in contextMake customer service an attitude not a department
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four seasons
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Data helps you understand your customerCreate a single view of customer to unlock your business moment
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Cognification
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Cognification
AI - Artificial Intelligence
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Cognification
AI - Artificial Intelligence
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The perfect storm
Google TensorFlow
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Artificial Smartness in the background
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The more people use AI the smarter it gets
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AI will become a commodity always available
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Bernie A.I.
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Humanoids are still far enough off
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Humanoids are still far enough off
BUT
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…nanobots are already up and running!
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…Baxter helps out in production
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…The robotbutler (Botler) is at your service
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…Nursing robots are taking care of elderly
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Data
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Connection makes quantification possible
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Connection makes quantification possibleEverybody is connected through more than one connection
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Importance of data governancePrivacy is the currency for an easy or complex life
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Customers will govern their own data
In Enterprise Programs
On Social Networks
On (mobile) PIM’s
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Gamification as a trigger for dataFun pays off!
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privat
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professional
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The customer owns your brand
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Network economics
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Everybody is part is the economyEverybody can buy and sell
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The network is part of the customer experienceThe leverage of the network
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Leverage the network of peers to supercharge your brandPeer armies
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City of LA & waze
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NextGen customer experience
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The smartphone as a premium connection hubEverybody has 10 or more ways to communicate
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A customer will use 3 or more ways to complete a taskOmnichannel customer journey
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A customer will use 3 or more ways to complete a taskImportance of single view of customer
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Your customer is digital and in real-time
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Your customer is digital and in real-timeKnow him, understand him…but don’t cross the creepy line
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creepy?
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Personalisation is about you and 20 others
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Use personalisation to be relevant for your customer….not for your brand!
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The customer experience will become more virtual
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1989
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2016
2016
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Google Cardboard
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The internet of information will become the internet of experience
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tactile > 50% of the experience
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tactile will play with your mind
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The internet will become a conversation.
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Thank you!