Next Generation Customer ExperiencePost demographic customers want your attention in the digital world

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

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

Customers want to be in a relationship

What do you* offer him?

* = your company

Pain & InflexibilityIt is our way or the highway

We* embrace a solutionWhich adds more complexity to this relationship

* = your company

Instead of solving the true problem!Servicing your customers need

Your values solve your customer needInstead of your solution

Stop wining!Digital is not disrupting your business, you’re just not transforming!

Be inspired!But only watchting Messi won’t make you a great football player

Stop admiring and start doing!Hitting the ball will help making you a good football player!

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?

Stop looking for ideas

If your* idea fails!?You* were not solving a large enough customer problem

* = your company

Post demographic consumerism

Demographicaly undefined<> Traditional demographics of age, gender or lifestage

Joined by a similar needbut demographicaly undefined

other stories x vans

Segmentation is still neededBut outside of the ‘traditional demographic’ box

lulemon men store

Make it as personal as possiblePersonalisation over segmentation

Business moments

Digital customer experience will be a key differentiator

2017

89% of companies expect to compete mostly on customer experience 36% four years ago

A business moment blurs the line between the physical and digital worldEvery moment can be a technology moment

Digital in the core of your organisation

Organisation

digital

From digital on the side…

Organisation

digitaldigital

digital

digital

digital

digital

digital …to digital in the core.

But put people at the center and observeDon’t ask them

What if Sony didn’t let Ken Kutagari work on

Play Station

What if Google didn’t let Paul Buchheit work on

GMail

This guy invented digital photography in 1975.His bosses at KODAK made him hide it!

But put people at the center and observeDon’t ask them

uber wait time

Today everybody has the ability to disrupt your business model

Small groups of people are using technology to make things betterExpectation economics

Total TransparencyExpectation economics

Your business model needs to rely on instable processes to shift as behaviour shiftsBasic needs remain the same, behaviour changes

then

now

It’s not about technology, it’s about needs

one touch order

one touch order

Commerce is personal and in contextMake customer service an attitude not a department

four seasons

Data helps you understand your customerCreate a single view of customer to unlock your business moment

Cognification

Cognification

AI - Artificial Intelligence

Cognification

AI - Artificial Intelligence

The perfect storm

Google TensorFlow

Artificial Smartness in the background

The more people use AI the smarter it gets

AI will become a commodity always available

Bernie A.I.

Data

Connection makes quantification possible

Connection makes quantification possibleEverybody is connected through more than one connection

Importance of data governancePrivacy is the currency for an easy or complex life

Customers will govern their own data

In Enterprise Programs

On Social Networks

On (mobile) PIM’s

Gamification as a trigger for dataFun pays off!

privat

professional

The customer owns your brand

Network economics

Everybody is part is the economyEverybody can buy and sell

The network is part of the customer experienceThe leverage of the network

Leverage the network of peers to supercharge your brandPeer armies

City of LA & waze

NextGen customer experience

The smartphone as a premium connection hubEverybody has 10 or more ways to communicate

A customer will use 3 or more ways to complete a taskOmnichannel customer journey

A customer will use 3 or more ways to complete a taskImportance of single view of customer

Your customer is digital and in real-time

Your customer is digital and in real-timeKnow him, understand him…but don’t cross the creepy line

creepy?

Personalisation is about you and 20 others

Use personalisation to be relevant for your customer….not for your brand!

The customer experience will become more virtual

1989

2016

2016

Google Cardboard

The internet of information will become the internet of experience

tactile > 50% of the experience

tactile will play with your mind

The internet will become a conversation.

Thank you!