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The scope of end-user technology knowledge is changing at breakneck speed. Every day brings new rules of engagement between the customer and the enterprise. In a world where customers are fully in the driver seat and have power over our brands, businesses and can even dictate the delivery method of services, how do you stay ahead? Anne Saunders, senior executive and board member at Nautilus, Starbucks, Bank of America, and AT&T, describes the evolution of customer engagement she has experienced over the past decade.
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June 5, 2012
Engaging the End-User: Staying Ahead of the GameReflections by Anne Saunders
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Engaging the End-User: Staying Ahead of the Game
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Power to the People...(...is there any way to get some back?)
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“This I.T. revolution is also ‘super-empowering’ individuals, enabling them to challenge hierarchies and traditional authority figures - from business to science to government.”
- Thomas Friedman
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“Consumers are gaining more power than firms because they are quicker to adopt disruptive technologies.”
Deloitte - The Shift Index 2011
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Contributing Changes
Technology
Economics
Media
Demographics
Information
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✤ Declining Corporate Performance
✤ Profitability as measured by ROA, ROIC and ROE has shown a downward trend over the past four decades. Deloitte The Shift Index ’11
✤ Loss of Trust
✤ Trust in business - 59% (’08) to 46% (’11). Edelman Trust Monitor ‘11
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✤ Burst of Innovation
✤ Societal Change
✤ Personal Control
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Where do we go from here?
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Accept It.
When we are no longer able to change a situation, we are challenged to change ourselves.
~Victor Frankl
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Recognize for 60% of the world < 35 , it’s not a shift, it is what is.
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What do consumers want?
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E(asy), T(rusted), R (elevant), V(aluable)
Decision to buy is now based on “...how easy it is for the consumer
to gather and understand information about a brand, how
much they can trust the information they find and how
readily they can weigh their options.” HBR 5/1/12
56% of global consumers want technology that is easy to use vs. 35%
want to be entertained. Ketchum Digital Living Index’11
“The most common mistake that marketers make is not recognizing the difference among what the marketer views as critical vs. what the consumer views as significant.” Email Experience Council
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Innovate on their Own
✤ “Our sense was that this is a spirit of wanting to re-imagine how almost anything can work in a better way, and being able to hack their way to that new version.” Nick Shore - MTV Insights
✤ “When a platform is self-service, even the improbable ideas can get tried, because there’s no expert gatekeeper ready to say ‘that will never work!’ And guess what – many of those improbable ideas do work, and society is the beneficiary of that diversity.” Jeff Bezos
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How to give consumers what they want?
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Omni-Channel - Think Customer Out
“...the consumer can choose whatever channel she wants to interact with you on, any device that she’d like to do that with, and [still] get a very consistent [shopping] experience.” Peter Sachse, CMO Macy’s
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Listen. Ask. Believe.
✤ Complaints
✤ User Panels
✤ Interns
✤ User Testing
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Empower and Enlist your People
“...firms can gain tangible results by engaging and supporting workers at every level of the organization and giving them the tools and channels to drive scalable learning.”
Deloitt - The Shift Index 2011
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3 Ideas to Consider and Discuss
✤ Revel in the Shift.
✤ Listen. Ask. Believe.
✤ Empower and Enlist.
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Thank You
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