The New Who and the myth of customer empowerment
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The New Who and the myth of customer empowerment

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This presentation by Naumi Haque and Jeff DeChambeau explores how the enterprise needs to reevaluate its understanding of "who" its customers are to take into account today's data-rich consumer ...

This presentation by Naumi Haque and Jeff DeChambeau explores how the enterprise needs to reevaluate its understanding of "who" its customers are to take into account today's data-rich consumer lifestyle.

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    The New Who and the myth of customer empowerment The New Who and the myth of customer empowerment Presentation Transcript

    • THE NEW WHOAND THE MYTH OF CUSTOMEREMPOWERMENTNAUMI HAQUE & JEFF DECHAMBEAU
    • THE CUSTOMER IS IN CONTROL“ Armed with information from the Web and mobilized through social channels, customers are sweeping aside the ‘Mad Men’ [...] Instead of customers serving the companies, the companies are ” now being forced to serve them. - Senior Contributing Editor TMCnet 2 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • DATA RICHCONSUMER LIFESTYLE 3 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • WWDDD?4 | © 2010 MOXIE Corp. All Rights Reserved.
    • DANCE PUPPETS DANCE5 | © 2010 MOXIE Corp. All Rights Reserved.
    • ADDVALUE 6 | © 2010 MOXIE Corp. All Rights Reserved.
    • THE POOR ANALOG SELF 7 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • CRUDE SEGMENTATION Source: Eric Fischer, Flickr; based on U.S. Census Data, 2000 8 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • THE POVERTY OF WHO 0% 20% 40% 60% 80% 100%Quality of customer data 12% 16% 27% 21% 13% 12% Excellent Good Average Below Average Very Poor Not Applicable Source: Naumi Haque, Survey Results: Leading in the Age of Unbounded Data, Moxie Insight, 2010. 9 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • THE NEW WHO: THE RICH DIGITAL SELF WHO THEY ARE (IDENTIFIERS) WHO THEY KNOW WHAT THEY DO (RELATIONSHIPS) (BEHAVIORS)Source: Jeff DeChambeau, The New Who and the Myth of Customer Empowerment, Moxie Insight, 2011. WHAT THEY THINK / FEEL (EMOTIONS) 10 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • “WHO”IS MY CUSTOMER?11 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • EXAMPLES OF NEW DATA TYPES WHAT THEY DO (BEHAVIORS) WHO THEY KNOW (RELATIONSHIPS)WHAT THEY THINK / FEEL (EMOTIONS) 12 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • What they do BEHAVIORS: AMAZON & GOOGLE 13 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • Who they know RELATIONSHIPS: FACEBOOK & TWITTER“Facebook has the potential to be worth more than Google” - Paul Buchheit, creator of Gmail 14 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • EMOTIONS: AI & KINECT 15 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • MOBILITY FOCAL IDENTITYTHE FOR POINT DATA 16 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • IDENTITY GOES MOBILE17 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • IMPLICIT SOCIAL NETWORKSSource: Jeff DeChambeau,The New Who and the Myth of CustomerEmpowerment, Moxie Insight, 2011. 18 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • Jeff’s social gaming slide LIFE IMITATES ART 19 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • INTIMATE DATA ABOUT THE DIGITAL SELFIs contraception morally wrong? Should burning your nation’s flag be illegal? Age of population Which would you rather lose? How economic and social beliefs change with age We do math to get you dates. 283,859 people have answered 20 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • ASSISTED SERENDIPITY 21 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • MOVEMENT AS DATA 22 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • WHO HAS THE BEST CUSTOMER DATA? FACEBOOK DOES 23 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • What if Facebook becomes a bank? WHAT IF FACEBOOK BECOMES A BANK? 24 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • CAN YOU QUANTIFY CONVERSATIONS? Modifier Dimension Dollar value Modifier Dimension Dollar value Wonderful experience $5.86 Never buy -$1.48 Outstanding seller $5.76 Wrong address -$1.54 Excellent service $5.27 Still waiting -$2.25 Lightning delivery $4.84 Not yet received -$2.35 Highly recommended $4.15 Wrong item -$2.50 Best seller $3.80 Late shipping -$2.89 Perfectly packaged $3.74 Poor packaging -$2.92 Excellent condition $3.53 Not as advertised -$3.93 Excellent purchase $3.22 Wrong product -$4.87 Excellent communication $2.38 Cancelled order -$5.01 Perfect item $1.92 Bad experience -$5.26 Terrific condition $1.87 Never sent -$6.69 Top quality $1.67 Horrible experience -$6.79 Awesome service $1.05 Defective product -$6.82 A+++ seller $1.03 Never received -$7.56Source: Dr. Anindya Ghose, Leonard N. Stern School of Business 25 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • Facebook places: tying it all together ADDING IT ALL UP: TOMORROW 26 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • WHAT DO I NEED TOKNOW?27 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • PERCEPTION VS. REALITY “ Your brand is now the sum of the conversations that ” people are having about you. – Marcel Lebrun, CEO of Radian6 28 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • LEARN TO LISTENSource: Naumi Haque & Catherine Thorn,Mining Your Own Business: What are theysaying about you, Moxie Insight, 2009. 29 | © 2010 MOXIE CORP. ALL RIGHTS RESERVED.
    • UX VS. ORG TOUCHPOINTS Awareness Learning Decision Fulfillment Resolution“Above the Surface” Sales Ordering Fulfillment Problem (touchpoints) Contacts Activities Activities Resolution Additional Evaluating Information“Below the Surface” Alternatives Initial Initial Use (non-touchpoints) Identifying Assessment Decision Experiences Evaluation Alternatives Process Considering Learning and Needs Familiarization Initiating Situation Most opportunities to innovate the experience occur “below the surface”… in the areas of experience that are invisible to most companies! Source: Moxie Insight and Customer Innovations 30 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • THE CUSTOMER EXPERIENCE IS FRAGMENTED LEARNING & PROBLEM FAMILIARIZATION RESOLUTION EVALUATION INITIAL USE TWITTER COMPANY EXPERIENCES WEBSITE INITIATING iPHONE GOOGLE FULFILLMENT CONSIDERING NEEDS THIRD-PARTY CALL SITES CENTER ORDER ACTIVITIES IDENTIFYING ALTERNATIVES BLOGS DECISION BRANDED PROCESS COMMUNITIES FACEBOOK EVALUATING ALTERNATIVES RETAIL ADDITIONAL LOCATION YOUTUBE INFORMATION SALES INITIAL CONTACT ASSESSMENT Source: Naumi Haque, Envisioning an Integrated Customer Experience Platform, Moxie Insight, 2010. 31 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • EVERYONE HAS A PIECE LEARNING & PROBLEM FAMILIARIZATION RESOLUTION EVALUATION INITIAL USE TWITTER COMPANY EXPERIENCES WEBSITE INITIATING iPHONE GOOGLE FULFILLMENT CONSIDERING NEEDS THIRD-PARTY CALL SITES CENTER ORDER MARKETING ACTIVITIES IDENTIFYING ALTERNATIVES CUSTOMER BLOGS DECISION PROCESS BRANDED COMMUNITIES ECOSYSTEM FACEBOOK EVALUATING ALTERNATIVES RETAIL ADDITIONAL LOCATION YOUTUBE INFORMATION SALES INITIAL CONTACT ASSESSMENT SALES & PRODUCT SUPPORT DEVELOPMENT Source: Naumi Haque, Envisioning an Integrated DELIVERY &Customer Experience Platform, Moxie Insight, 2010. FULFILLMENT 32 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • DATA IS SILOEDWhat statement most accurately reflects the situation in your organization? 0% 10% 20% 30% 40% 50% 8% Nobody knows anything Data tends to be siloed by department 44% Data is shared but is often inconsistent 27%There is a single version of the truth accessible to all departments 5%Data is available for simulation and modeling across the enterprise 16% Source: Naumi Haque, Survey Results: Leading in the Age of Unbounded Data, Moxie Insight, 2010. 33 | © 2010 MOXIE CORP. ALL RIGHTS RESERVED.
    • THE CHALLENGE OF DATA INTEGRATIONTraditional Customer Record New Customer* Record• Account data • Records of unstructured conversations found via social-media monitoring and text analysis• Order data (e.g. comments, discussions, blogposts, Tweets)• Billing information • Profile information gleaned from Facebook,• Credit information LinkedIn, Twitter, and other online communities• Customer cost-allocation data • Records of content created by the individual• Interaction data (e.g. emails, phone calls, online • Third-party information associated with an behaviour at company website) account (e.g. competitive intelligence, contemporary news, data aggregators)• Service data (e.g. open tickets, service requests, standard inquiries) • Individual’s influence and social graph or role as a decision-maker (in B2B transactions)• Marketing data (e.g. campaign responses, promotions offered, successes/failures) • Location data and behaviour as captured by mobile applications and check-in services• Segmentation and demographic data * Includes customers, prospects, and influencers Source: Adapted from Paul Greenberg, Destination CRM 34 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • Integrated customer experience platform CALiBER INTERNAL ACTIVITIES EXTERNAL ACTIVITIES Collaborate – leverage what you know Broadcast – reduce marcom expense integrated Analyze – turn data into actionable insight Customer Engage – challenge corporate boundaries Listen – gather more and better data Platform Respond – empower the contact center Source: Naumi Haque, Envisioning an Integrated Customer Experience Platform, Moxie Insight, 2010. 35 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • TAKING CONTROL VRM SCRM Digital facades Data mining Privacy advocacy Data sharing Web anonymity Web analytics Self-destructing data Data integrationSocial media proliferation Government legislation Customers Company Social media monitoring Proprietary advantage Controlodometer Source: Naumi Haque, Envisioning an Integrated Customer Experience Platform, Moxie Insight, 2010. 36 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.
    • Naumi Haque Jeff DeChambeaunhaque@moxieinsight.com jeffd@moxieinsight.com 416.863.8840 416.863.8880 www.MoxieInsight.com www.MoxieInsight.com