Shifting behavior: the pursuit of digital transformation...

Stop Selling. Start DelightingShifting behavior: the pursuit of digital transformation in managing businessFerdian BudiartoJakarta, 24th October 2018

Nielsen Indonesia & Singapore2003-2007

Sony Electronics Asia Pacific2007-2011

Bayer Pharmaceuticals South East Asia2011-2015

Abbott Established Pharmaceuticals2015-now

Tarumanagara University1999-2003

Overview

Disclaimer: views, thoughts, opinions expressed in this presentation belong solely to the author, and do not at all represent the author’s past and present employers.

Looking at your digital footprint:

Go to kahoot.itEnter PIN 9846329

How technology has changed in the past few decades

RAMAC = Random Access Method of Accounting and Control.https://www.pcworld.com/article/127104/article.html?page=2; https://www.sandisk.sg/ & author’s self research.

1956IBM 305 RAMAC5 MB… ~1 Tonne… ~$350K

2018SanDisk Ultra MicroSD

256GB… ~0.5 gm… ~$50

We like to share our experiences with others

https://winkgo.com/20-ways-technology-has-made-our-lives-easier/

Oil barons have now been replaced by Silicon Valley

http://www.visualcapitalist.com/chart-largest-companies-market-cap-15-years/

Fast & free access to information allowing rapid cross-discipline knowledge transfer

http://www.internetlivestats.com/google-search-statistics/

Great consumer experience is the key to successful digital transformation

https://www.youtube.com/watch?v=YYmZ-zNcpc0

What is consumer experience

Cx = Pdt + Svc + Eng ConsumerExperience

Products Services Engagement

Consumer experience is the lasting impression consumers have towards a company/ brand, after using its products, services

throughout various touch points (engagements)

DigitalTechnologyManpower

From delivering commodities to delivering experience

PRICEMass market Premium

POSITIONING

Undifferentiated

Differentiated

RELEVANCE

Low

High

Commodities

Consumer Goods

Value-Adds

Experience

Consumer journey today is much more complexed than ever, involving many more touch points

Consumer Journey Today

https://www.vendasta.com/blog/following-modern-customer-journey

Companies need to understand fulfillment point to be able to influence purchase decisions

http://www.internetlivestats.com/google-search-statistics/

Hostile

Friendly

Develop an experience journey map to identify where digital can potentially intervene

http://www.internetlivestats.com/google-search-statistics/

Moving from selling to delighting – a model of Digital Consumer Experience (Cx)

DiscoveryInsights

DecideStrategy

DevelopContent

DeviceCampaign

CustomerPurchase

CustomerRetention

Efforts & Resources

Results

TargetedMarketing

PersonalisedMarketing

CustomerExperience

CustomerProblems

SolutionsProducts Services

Brand Positioning

Engage

Delight

Monetize

Data & observations are often assumed to be insights

Behaviors

Beliefs

Values

10%

Insights, once discovered, often sound obvious…

25% of men use a moisturiser

Majority of men using a moisturiser use their wife/ girlfriend’s products

I want my skin to look good but… I am embarrassed to buy what are perceived as feminine products

Observations

Insights

Knorr Love at First Taste

https://youtu.be/xwx7NnPQ44Uhttp://myflavor.knorr.com/en-GB#feOBOSFmXfMeLEky.97

Algorithm-based profiling to help determine customer segmentation

http://myflavor.knorr.com/en-GB#feOBOSFmXfMeLEky.97

Using behavioral segmentation for targeted marketing

http://myflavor.knorr.com/en-GB#feOBOSFmXfMeLEky.97

Discovering insights beyond traditional market research: AI-powered marketing

https://www.youtube.com/watch?v=Wnpr2EMtVus

Netflix uses AI to help increase customer experience

https://www.netflix.com/sg/#this-is-netflix

Virtual assistant: leveraging on speech recognition & machine learning

To play up to 2nd min.https://www.youtube.com/watch?v=D5VN56jQMWM

Leave the couch no more

Bus Uncle, the AI Influencer

https://www.busuncle.sg/

Using chatbots for personalized customer service

https://www.busuncle.sg/

AI Influencers may just be the next brand ambassadors

https://www.busuncle.sg/

1. Save time & money2. Generate leads & revenue3. Guide users to better outcomes4. Provide ‘after hours’ support5. Engage users in a unique way

Digital training certificate, part of your online CV

Moving from selling to delighting – a model of Digital Consumer Experience (Cx)

DiscoveryInsights

DecideStrategy

DevelopContent

DeviceCampaign

CustomerPurchase

CustomerRetention

Efforts & Resources

Results

TargetedMarketing

PersonalisedMarketing

CustomerExperience

CustomerProblems

SolutionsProducts Services

Brand Positioning

Engage

Delight

Monetize

Measuring customer loyalty with NPS

https://www.netpromoter.com/know/

Stop Selling. Start Delighting

• The only thing that is constant is change. Digital disruption is an opportunity.

• Find or create a competitive advantage

• Integrate various data sources to discover meaningful insights

• Take actions on insights - not just to sell, but to increase customer experience

https://www.youtube.com/watch?v=vI4LHl4yFuo