Key trends #1 CONNECTED Post PC EXPERIENCES Hyper- connectivity Advanced UI • Mass adoption of touch IMPLICATIONS • Superfast screen, connected broadband devicesCloud • Continued Infiniti cars are at • Continued • 80%+ Smartphones and advances in device UI linked to new advance of 35-40% touch tablets the forefront of this 3G/ HSDPA penetration changing landscape.• Stored app device adoption (Now 63%) • Connected TVs and Set purchases (Touch, Voice, Gesture, Sight) • 4G - behaviour Top Boxes (STB)• Stored But our CRM contacts changing • Myriad devices mean • Natural User strategy• Stored effects (Not “adaptive” AND targeted Interfaces (NUI) - documents huge by 2014 experiences must be totally More intuitive –• Stored – 6% of aligned too. less “learning” • Context no longer music, video & subscribers) photos • More, increasingly defined by device type • Wifi hotspots interaction based, • Start of decline of engagement consumer PC usage for many consumer tasks
Key trends #2 DIGITAL ENABLERSAn ever-evolving range of digital enablers are helping todrive innovative and more immersive consumer experiencesin the digital and CRM space• Conduits - Augmented Reality, QR codes, Blippar, Google glasses, Shazam• Adaptive Web Design IMPLICATIONS• NFC - Mobile wallet/ticketing How can we leverage these• Gesture technology (motion-sensors) digital enablers• Facial/voice recognition (siri) within CRM activity to provide more• Holographics immersive and personalised• Mashups experiences?
Key trends #3 DYNAMIC PURCHASE BEHAVIOURWhichever model one subscribes to it’s clear purchase cycles and behaviours areless linear and more complex than ever before as more external factors influencethe buying process Forrester’s marketing funnel McKinsey’s marketing funnel 1.3 The traditional marketing funnel IMPLICATIONS Does our planned Customer 1.4 The consumer decision journey Journey reflect this dynamic behaviour?
Key trends #4 SOCIALSocial proof plays an increasingly important role in And their voice is more trusted PROOFthe way we make informed buying decisions than ours. IMPLICATIONS How many social influencers are registered on the Infiniti database? What value can we attribute to them? Should they be treated differently via CRM? eg amplify RAOK? How can we integrate social proof into our CRM content?
Key trends #5 MORE DEMANDINGCustomers increasingly expect brands to Consumer dissatisfaction is even more CONSUMERSlisten to them in any digital amplified in this digital landscape withenvironment… potentially damaging consequences on….whether we like it or not brand reputation IMPLICATIONS Closer integration of customer service Treatment of satisfied/dissatisfied customers
Key trends #6 BIG DATAThe ‘3 Vs’ which create the challenge of Big Data • Dealing with data volume, variety, velocity is forcing changes to many traditional approaches. • Organizations are starting to abandon the Volume concept of a single enterprise data warehouse containing all information needed for decisions. • Instead they are moving toward multiple systems, BIG DATA including content management, data warehouses, data marts and specialized file systems • The challenge is how to unlock this plethora of Variety Velocity data to inform CRM strategy. IMPLICATIONS What data sources can we use to enhance CRM insights , targeting and messaging strategies?
Key trends #7 GAMING• 50% of U.K. and U.S. mobile gamers favour mobile devices as their primary home game platform• 125 million people play mobile games in the US/UK.• The console market declined 19% in the last year.• Brands are using game mechanics to keep customers engaged with brand IMPLICATIONS Consider leveraging casual gaming to build engagement with our products? How can we use game mechanics within the buying and ownership phases?
Key trends #8 NICHE COMMUNITIES Consumers congregate around common passion points • Growth of emerging platforms (Instagram, Tumblr, Foursquare, Pinterest, Fancy, eBa y, Spotify, Buyapowa, Path, MySpace…) • Appealing to passion points can significantly increase relevancy Eg Nike Football, Tesco Wine Club, Baby, Sainsbury Little Ones IMPLICATIONS What niche communities do we want to leverage through CRM to support product truths and build higher engagement?
Key trends #9 CONTENT IS KING quality content is everything IMPLICATIONS Quality content drives brand engagement but also search We need to create inspiring content, not just repurpose existing assets
Summary Of Key CRM Trends #1 #6 #7 CONNECTED BIG DATA GAMIFICATION EXPERIENCES #2 #5 #8 DEMANDING NICHEDIGITAL ENABLERS CONSUMERS COMMUNITIES #3 DYNAMIC #4 #9 PURCHASE SOCIAL PROOF CONTENT IS KING BEHAVIOUR
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