How To Thrive In A World of Connected Customers
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What it means to be customer-centric; how mobile devices, apps and social networks transform behaviors of customers and require new analytics and new commitments from organizations
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- How to Thrive in A World of Connected Customers Peter Coffee VP
for Strategic Research salesforce.com inc. 10 April 2014
- Stolen From BMWs Winter Olympics Ad Trying to predict the
future is a discouraging and hazardous occupation, because the
prophet invariably falls between two stools. If his prediction
sounds at all reasonable, you can be quite sure that in 20 or at
most 50 years the progress of science and technology has made him
seem ridiculously conservative. If a prophet could describe the
future exactly as it was going to take place, his predictions would
sound so absurd, so farfetched, that everybody would laugh him to
scorn. If what I say now seems to be very reasonable, then Ill fail
completely. Only if what I tell you appears absolutely
unbelievable, have you any chance of visualizing the future as it
really will happen. - Sir Arthur C. Clarke, 1964
- Let Me Start With Whats Not The Future*
- Let Me Start With Whats Not The Future* * Because Its Already
Here
- The Cloud? No Longer the Future; Never Even a Goal The verb, to
cloud, does not have a single positive meaning The cloud is always
a symbol of things that people dont want to do themselves, or even
necessarily have at all: of annoying enablers that add no real
value of their own Suppose wed called it connected computing?
- Believe it: your customers are connected
- What Used to be Personal Computing is now Multi-Device
Community Engagement
- Old Customers: Prospects get content from Marketing Buyers
negotiate terms with Sales Customers raise issues with Support
Connected Customers: Prospects seek insights from customers Buyers
collaborate on competitorresearch Customers tell the world when
theyre not happy Companies need new organizations & processes
Every employee/contractor/partner is a spokesperson/avatar Power to
address issues must be pushed to edge of organization Collaborative
response must be available on demand Connected Customers Rewrite
the Rules
- TECH 5/06/2013 @ 8:39PM | 5,338 views 10 Ways Cloud Computing
Is Revolutionizing Manufacturing Designing in services is now
becoming commonplace, making cloud integration expertise critical
for manufacturers. From simplistic services integration on iPhones
to the full implementation of voice-activated controls including
emergency assistance in the latest luxury cars, adding in services
integrated to the cloud is redefining the competitive landscape of
industries today. Revising a product or launching a new product
generation with embedded services can mitigate price wars, which is
why many manufacturers are pursing this strategy today. Products
are Also Connected
- Product Entry Point to a Service What if you could connect your
customers camera to a service that evaluated image metadata, and
recommended lenses best suited to attempted photo situations? Think
you might sell more glass?
- Cloud is Where the Puck Used to Be Big Data gives the cloud
something to do Elastic capacityfor high peak/average ratios
Connectivity to real-world, real-timereality
- Value from Feeds of Big Data Demands Disciplines of Discovery,
not Query hubaisms.com/2013/08/08/data-scientist-big-data/
- Mobile Data Sources: Where the Puck is Going The customers are
connected all the time They dont want the PC experience in handheld
size
- What is an application anyway? Old applications: Data captured
as by-product of business activity Function driven by familiar
business tasks User experience an afterthought Built by
programmers; judged on cost & efficiency New apps: Data
captured through algorithms of discovery Function driven by
customer delight User experience a top priority Apps built by
front-line business units; judged on ROI
- Mash-ups from Web and AppExchange Native Desktop Connectors
Integration Tools AppExchange Apps ERP Any System Finance Systems
of Record Systems of Engagement A Connection Plan is not a
Rip/Replace
- Connecting Machines OnStar network daily handles 150k human
requests and 130k machine-originated requests Some are critical,
e.g. air-bag deployments Others may be infotainment, e.g. mileage
leader board Connecting Processes General Electric wind-farm
management: 123 turbines Field-wide speed optimization, anti-icing
behaviors 3% output increase US$1.2M/year added revenue Connecting
People Asics delivers RFID-triggered messages to marathoners Cloud
Connects Machines/Processes/People
- The Community We Used to Call Cloud is Embarked on a Drive
Toward Connection Visionary speakers 1,200+ breakout sessions 350+
partner sponsors Gala featuring Green Day at AT&T Park Global
Coverage Snapshot A year from now Salesforce1s greatest
contribution to Salesforce customers could be making their
applications easier to use, especiallyon mobile devices. Forbes
Viewed simplistically, Salesforce1 is delivering a more powerful
mobile app and a bunch of new APIs, but that would undersell the
platform's importance in a connected world. InformationWeek The
concept [Salesforce1] is valid and in tune with a business world
quickly abandoning its desktop PCs for tablets and ever more
powerful smartphones. eWEEK Salesforce.com says it now has 1.4
million registered developers, almost double the number it had a
year ago, a growth spurt one analyst called stunning. PCWorld
- We Need to Create New Value In 2010 58% of surveyed U.S.
consumers said theyd pay a higher price if they had a strong
expectation of superior service. On average, 9% premium would be
OK. In 2012, 66% willing to pay +13%... and 75% said theyd already
spent more with a company in response to superior service, up from
57% in 2010. Connected products can elevate service, from damage
control to proactive customer care
- The Cloud? Youll Get What You Ask For If you treat the cloud as
merely a way to modernize your IT, thats all youll get. No matter
how creatively and competently that modernization is done, it will
not be enough. Broadening perspective requires enlarging community
of stakeholders and lengthening the list of criteria for
success.
- Salesforce1 is The Customer Platform Salesforce1 PlatformAPIs
Salesforce1App Salesforce1 Platform Services Force.com Heroku1
ExactTarget Fuel Sales Cloud Service Cloud ExactTarget Marketing
Cloud AppExchange
- WELCOME TO THE INTERNET OF CUSTOMERS
- Peter Coffee VP for Strategic Research salesforce.com inc.
pcoffee@salesforce.com @petercoffee in/petercoffee Creative Commons
Attribution-NoDerivatives 4.0 International