the future of digital customer experience
TRANSCRIPT
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three macro trends
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entering post-mobile era
global smartphone ubiquity + internet of everything +
disappearing disconnected
old: disrupted new: unbundled
death by 1000 cuts
cx is king
none of it matters without world class customer experience
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global ubiquity of smartphones
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1000
2000
3000
4000
2008 2013 2020
2020 forecast world population: 7.6B
smartphone ownership: 52% all humans 80% all adults
smartphone install base (millions)
smartphone ubiquity Mobile is the new Sun
Source: GSMA
Contextual Computing
Data is the glue that brings mobile, sensors, and social web into the Age of Context.
Personal Data is integrated into Publicly Available Data.
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the disconnected are disappearing
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source: Andreessen Horowitz
disconnected are disappearing
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• 40-50 billion connected devices in 2020
• 152 million connected automobiles in 2020
• 1.1 billion smart meters (electrical) in 2022
• > 7 billion M2M connections in consumer electronics in 2023
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Sources: Gartner, Cisco, Christian Hernandez
internet of everything
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old: disrupted new: unbundled
death by 1000 cuts
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0
15
30
45
60
1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025
Source: INNOSIGHT / Richard N. Foster / Standard & Poor’s
aver
age
lifes
pan:
rollin
g 7-
year
ave
rage
large enterprise; short lifespan
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cx is kingcustomer experience now prevailing success factor
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“Mobile is not the future, it is the now. Meet your customers in the environment of their choice, not where it’s convenient for you.”
-Tim Berners-Lee
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CRM
Customer Experience
Leaders +43.0% S&P 500 Index
+14.5%
Customer Experience Laggards -33.9%C
umul
ativ
e To
tal R
etur
n
6-Year Stock Performance of Customer Experience Leaders vs. Laggards vs. S&P 500 (2008-2013)
CX Leaders Perform Better
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deepen the emotional connection with ‘customers’• Use emerging tech channels to develop a deeper relationship
with customers (employees, and business partners). • Non-traditional commerce players (Product Manufacturers and
Distributors) are using mobile and connected ecosystems to create new revenue channels and to gain valuable direct insight from the end user.
• Shift from systems of record to systems of experience -> pulling all the data locked in an enterprise and exposing it in a meaningful way to address end-user needs.
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Emotional Connections through Biometrics
Emotional, biometric and other contextual information enables personalized app interactions.
Imagine showing different content to a stressed 65 year old man, than a smiling 35 year old woman.
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seamlessly weave the physical & digital worlds• Define new touch-points with customer
through journey mapping
• Enhancing physical experiences with the knowledge and data of digital context
• Create new ways of doing business and extend existing business models
• Create deeper emotional connections with your customer base
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beacons in the digical worldExternal
In-Store Experience
Product information when you need it
Inform consumers will help drive brand engagement and loyalty
Internal Manufacturing / distribution process
Using the micro-location to prompt key decisions or actions
Ensuring security and safety
Building a smarter office
Mobile & beacon technology are blurring the lines between physical and digital experiences. So cross-channel
journeys need to be seamless and more engaging.
Digital Physical
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DigitalDigical
digital+physical mashupshealthcare gets digical
Physical
A doctor on mobile Your doctor in personYour doctor on mobile
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proximity based interactions: beaconstrend #2
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proximity based interactions: beacons
CAMP IT www.solstice-mobile.com25
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proximity interactions: smartoffice
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eCommerce
mCommerce
Experiential Commerce
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Consumer behavior has changed. Purchasing, in any context, is no longer linear. Consumers don't engage with you only once. You have the opportunity to be with them throughout their entire journey.
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discovery
purchase in store
purchase online
loyalty
enablement
engagement
the non-linear customer journey
purchase on mobile
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frictionless commerce
• Amazon
• Kiva in Distribution Center
• Dash & Dash Button
• Buy buttons everywhere (Facebook, Pinterest, Twitter)
• Retail Business
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conversational commerce
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Domino’s Pizza Talk by Path Magic Tango
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conversational commerce
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Snapchat Snapcash FB Messenger BusinessWeChat
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Google’s Handsfree Payments
Cashier: “Ok, you’re all set.”
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venderBuilt on top of the hybris eCommerce
platform, our connected vending machine is a test bed for creating beautiful, contextual customer experiences that streamline the
path to purchase. As we move more towards ubiquitous commerce, the vending machine
becomes a launchpad for innovation & experimentation.
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our lens on the trends: human centered design
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what is human
centered design?
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Prototype
Understand
Discover
Define Validate
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• Creating empathy allows us to build the real solutions for real people
• Solving specific, stated and observable problems reduces waste
• Collaborative design allows everyone to get on the same page faster - less documentation
• Ability to gather and interpret feedback often allows for better informed product roadmap
putting the human at the center of the digital experience
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apply a “mobile lens” to customer journeys
Getting to the airport
Check-In Waiting at the Airport
Inflight Arrival Getting to the Destination
S E R V I C E S O L U T I O N S
F E E L I N G S
Do in the Next 12 Months
Think in terms of MVP, not final products
Do in the Next 90 Days Get familiar with your data ecosystems
Do Today
Adopt a Human Centered Design mindset: Create a Journey Map
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keep in touch
Kelly Manthey VP of Strategy and Innovation [email protected] @kmanthey
thank you
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