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EvaristoNogales

Director de Walnuters sngular Strategy

@evaristonogaleshttps://es.linkedin.com/in/evaristonogales

NFC-X

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Lineal 1.0

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So deeply in side of us is this following the steps that we have been following the marked path: a new road meant traffic and that was bars, hotels, gas stations, even little towns as Radiator Spring

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Whenever that road was replaced by a highway, the whole town with all its business run out of customers.

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Nowadays any of us would look in Yelp on our smartphone and when finding an interesting spot we would find the way there using google maps even if that means having to create the path and make a bigger part of the job.

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Lineal 2.0

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ecommercecontact centerPublicidadVendedoresRedes SocialesEstablecimientosCadena de ValorApps mvilesSimplemente hemos aadido conexiones

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Nada volver a ser lineal

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This concept worked because we had a naive consumer, that saw our ads in prime time who cares about prime time today? Not me, and of course millennial cant even understand what that means. That confident customer believed in us and felt confident following the path. But it has been replaced by an undisciplined one that thinks on its own change our rules for its own has its own objetives and has no respect for ours.

And we should remember that all this has been for our cause, as we feed them after midnight

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Del consumidor tradicional

So we have left behind the isolated customer who strictly followed the decision process steps:

Need recognition

Information search

Evaluation of Alternatives

Purchase

Post-purchase evaluation

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Al hipersegmentado

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NFCAl

surrounded by platforms, contacts, brands, payment methods, logistics, crowdcompanies in which is part of the Value Chain, etc

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NFCDefinido por el contexto Consumidor vs Marca X Transicin sin costuras

DbyC: Contexto fsico y digital, que interacta en cualquier momento con cualquiera de las fases. Showrooming, ROPO (research online purchase offline)

Seamless transition: veo ropa, y me la pruebo, la comparto por whatsapp con alguien cuya opinin me importa, la compro oflline (hacer una diapo con lo de veo a alguien con una ropa la escaneo y me la compro o la comparto)

C vs B X: El consumidor est en el centro, pero de su propio NFC. Rodeado de plataformas, contactos, marcas, medios de pago, logstica, crowdcompanies en las que forma parte de la cadena de valor.

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Young people have left Facebook since 2011Fuente: iStrategy

Definido por el contexto

Why? because of the contexttheir parents are already there.

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Definido por el contexto

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Definido por el contexto

Transicin sin costuras

CX vs MarcaX

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Cmo?

23Tiempo real Recogiendo informacin de cualquier punto de contactoEnriqueciendo el conocimiento del consumidor con sentimiento y contextoTransformando la organizacin en abierta

24Agilidad Equipo con capacidades tecnolgicas y motivado por un entorno de cambio permanenteDecidir la tecnologa de 2020 en 2019Cadena de valor accesible

25Optimizacin De UX a CXReconocimiento CX Global

Gracias!

Spain | Mexico | United Stateswww.sngular.team@sngular_team