the transformation of consumer-

business communications

mobile + social

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• We are going through an unprecedented period of change in consumer

behavior and communication preference

• The tactics, processes, and systems employed by the enterprise is making the

situation worse, not better

• A new crop of brands will evolve to own the customer’s mindshare (and

their $$$)

OUTLOOK

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19731844

First public demonstration of the telegraph

1866 1876 1971 1993

EVOLUTION OF METHODS AND CHANNELS

19921984

1st Permanent telegraph cable laid across Atlantic

The telephone is invented

First e-mail is sent

First cell phone call is made

First commercial cell phone is made available

First text message sent

1st commercial text message sent

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FASTER PACE OF CHANGE

• 2004 – Facebook is launched

• 2005 – Launch of geo-based services

• 2006 – Twitter is launched

• 2012

o Smartphones are the new standard

o ~1b FB users

o 1 in 4 people check their smartphone every 10 minutes

o 40m people check-in

o Voicemail is dying

o Landlines are dying

we are wrapping asynchronous

communications around

synchronous interactions!

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HOW IT IS TODAY

THE CURRENT

ENTERPRISEHard-wired through

automation

Scripts and repeatable

processes, not about

authenticity or context

Designed from the

enterprise out

And…its designed for this…

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• area codes are not an indicator of

your location

• designed for you to listen, and input

data at the same time

• we used to pick it up

the moment it rang, no

longer true

• no opportunity for

context sharing

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connected, WiFi and

cellular, with the ability to shift

from connected to disconnected

SMS, FB, Twitter, compliment

ing voice calls, all slowly

killing voice mail

apps, personalized for

us, allowing us to

learn, explore and engage

context, knowing what our

friends and community are

doing, and sharing our own

experiences

THE CUSTOMER EXPERIENCE BAR HAS BEEN RAISED

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THE A.D.D.’ing OF CONSUMERS

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AND THE RESPONSE

play when you want to, not

when you have to

multiple games, as many as

you like

social is built in, not an after-

thought

its about engagement, not

winning

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form-factor engagement

tablet mobile

voice

web

email SMS

social

channel

THE PROPER FRAMEWORK

Corporate CXO’s and call center managers have a fundamental misconception about mobile and

social, often times considering them as “channels” for interaction. THEY ARE NOT!

In our view, mobile is THE form-factor (increasingly). Social is tied to EVERY interaction (a call,

physical visit, search, and even phone calls).

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DRIVERS

CONTEXT

MOBILITY

COMMUNITY/SOCIAL

ASYNCHRONOUS COMMUNICATIONS

AUTHENTICITY

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ASYNCHRONOUS COMMUNICATIONS

• Customers are moving to asynchronous communications

• Systems and process are setup for synchronous

• Khan Academy, Udemy, Coursera are booming, while college enrollment is flat

• We don’t leave voicemail, we text and ask “When can you chat?”

• The irony is that both enterprise and consumers want this

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MOBILITY

• Mobile ≠ APP

• Mobile > APP

• Yes, your customer is calling from a mobile, web enabled device

• Yes, your employees and partners prefer their device, apps and channels over

your self-service portal

• Our response has been to develop and launch apps, SMS solutions, chat, FB

pages, Twitter...largely reacting to market forces

• The problem is that offering too many choices without clearly understanding

the benefits for customers and knowing how to tailor the experience for

mobile will actually weaken KPIs

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COMMUNITY

• We prefer “community” to social

• “It’s all about LIKES and fans!” = Disaster

• Focus on short-term ROI is misguided

• It’s a layer for every touch-point, from voice, to the Web, to the point of

purchase

• Addresses two key issues, and has direct tie to authenticity

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• Knowledge is being formed, documented, and propagated outside the

enterprise

• Brand ambassadors, communities, user groups

• KM was designed for enterprise-formed knowledge

• Moderated, structured, scheduled

• The enterprise is reacting to speed

LATENCY: THE TIME EQUATION

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• Users helping users

• Knowledge workers outside the call center

• JIT expertise

• Social recommendations will out-perform search

• The solution is to listen to the community, and give them what they want (it’s

not about $$$ or prizes)

REACH: THE WORKFORCE EQUATION

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• Forget avatars and bots. When we want to connect with people, we want to

talk

• I will tell you who I am...tell me who you are

• It’s important that you acknowledge that I’ve been heard, by a real person

• An auto-response email is NOT the answer

• Opportunity for goodwill, or an enemy

“SPEED OVER AUTHENTICITY“

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• Our view is that the current pace of customer transformation is unlike anything

recorded in history

• Much like other transformational events, new leaders will emerge

• The results will be devastating for some (remember Sony? Borders?

Blockbuster?), and create a windfall for others (i.e. Uber, Geico, ZipCar,

USAA, JetBlue)

• Massive new opportunity for enterprise solution providers who embrace

the change, and create new experiences for their customer’s customer

OUTLOOK

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Address: 9541 Irvine Center DriveIrvine, CA 92618

Cell: 949-400-6556

E-Mail: shervin@drumbi.com

CONTACT