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THE FUTURE OF CUSTOMER CENTRICITY Nikki Baird
Managing Partner
Retail Systems Research
© 2015 Software AG. All rights reserved.
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PREDICTING THE FUTURE...
© 2015 Software AG. All rights reserved.
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THREE BIG TRENDS
© 2015 Software AG. All rights reserved.
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WHO YOU ARE
• Fractured views of the customer
• What I can get vs. what is valuable
• The more we have, the less we know?
• The dark side
© 2015 Software AG. All rights reserved.
5 | © 2015 Software AG. All rights reserved.
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INTERESTING VS. VALUABLE
© 2015 Software AG. All rights reserved.
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THE MORE INFORMATION WE HAVE, THE LESS WE KNOW
© 2015 Software AG. All rights reserved.
FACEBOOK HAS 58 GENDER IDENTITIES
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DEMOGRAPHICS INCREASINGLY TELL YOU NOTHING
© 2015 Software AG. All rights reserved.
NICHE + ACCESS = VERY SMALL, FAR-FLUNG TRIBES
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THE DARK SIDE: PRIVACY AND SECURITY
© 2015 Software AG. All rights reserved.
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THE DARK SIDE: PERSONALIZATION WITHOUT PERMISSION
Don’t be
“that guy” © 2015 Software AG. All rights reserved.
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WHAT YOU’RE DOING
• Signals of intent
• IoT data
• The “creepy” factor
© 2015 Software AG. All rights reserved.
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CUSTOMER BEHAVIOR FAR BEYOND THE TRANSACTION
© 2015 Software AG. All rights reserved.
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INTENT GIVES EARLY WARNING TO TRANSACTION TRENDS
© 2015 Software AG. All rights reserved.
“Great fit!” “Size runs large”
“Wish I could get it in stores”
“Works with both dressy and casual”
“Good quality fabric”
“Very stylish”
“Gotta have it!”
“Can’t wait for a sale!”
“Perfect for winter!”
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INTERNET OF THINGS FOR CONSUMERS
© 2015 Software AG. All rights reserved.
THE MEASURED “YOU”
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CREEPY
© 2015 Software AG. All rights reserved.
IS THERE ANY SITUATION WHERE I’D WANT THIS?
!
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AND LET’S NOT FORGET THIS GUY
© 2015 Software AG. All rights reserved.
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THIS IS THE WRONG WAY TO LOOK AT IT
© 2015 Software AG. All rights reserved.
VS
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CONTEXT
© 2015 Software AG. All rights reserved.
REMEMBER THIS SCENARIO?
!
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CONTEXT
• The thing that connects demographics and
behavior
• Gives insight into objective
• Location alone is not enough
© 2015 Software AG. All rights reserved.
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TWO VERY DIFFERENT OBJECTIVES
© 2015 Software AG. All rights reserved.
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THREE BIG TRENDS
© 2015 Software AG. All rights reserved.
22 | © 2015 Software AG. All rights reserved.