How to thrive and survive in the age of digital disruption.
Discover how the digital era changed our way of thinking and acting. Here is what you need to do as a company to stay ahead of competition and create happy customers.
5. Todayâs agenda
1 Disruption is of all times
2 How digital changed business: a short history
3 Major challenges for marketing
4 The customer journey
5 The coming of age of Customer centricity
6 Conclusions
6. Disruption is of all times:
Everything that can be disrupted will be disrupted
ONE
7.
8. "There is no reason for any individual to have
a computer in his home." â
Ken Olsen, co-founded Digital Equipment
Corporation, 1977
âThereâs no chance that the iPhone is going
to get any significant market share. No
chance. ⌠Itâs a $500 subsidized item.â â
Steve Ballmer (CEO Microsoft), 2007
32. If your business is threatenedâŚ
ď§ What are you good at?
ď§ What is your business really about?
ď§ Differentiating?
ď§ Relevance?
ď§ Customer value?
Focus on strengths to find new ways to do business
33. How digital changed business - 15 to remember
1. Past success is no guarantee for future success
2. The middleman is doomed
3. Irrelevance of being the worldâs largest
4. Customer service to the extreme
5. Freemium
6. Inverted auctions
7. Word of mouth 2.0
8. The sharing economy
9. Peer-to-peer commerce
10. âUsingâ prevails over âowningâ
11. Creativity of the crowds
12. Crowdfunding
13. Internet of things
14. Mass personalization
15. 3D printing
35. Todayâs marketing challenge
When people have less
and less time to
consider options,
their own criteria will
help them to make the
decision
Choice
Time
Needs
Values
Experiences
Word of mouth
Recommendations
36. âPeople trust their own ideas
& experiences from friends,
rather than
any type of push mass mediaâ
36
39. "There is only one boss. The customer. And
he can fire everybody in the company from
the chairman on down, simply by spending
his money somewhere else.â
Sam Walton
40. âWe fly exactly the same planes as everybody else. If we get our customers off
the plane happy, and they go on to talk about that and get others to come and
then come back again themselves - thatâs a huge marketing tool.â
Steve Ridgway, Virgin Atlantic Airways chief executive
41. âA product or a service
becomes meaningful
when users want to share
their experience with othersâ
41
42.
43. âNo one owns the customer,
but
someone always owns
the momentâ
Scott Hudgins,
VP Customer managed relationships,
Walt Disney Company
52. âIf youâre not the customer, youâre the product.â
ď§ Essentially, if youâre not paying to use a
service, you can expect that your data will be
used to make money in some way
ď§ For a long time, this business model focused on
using your data to target ads
ď§ Search for a certain keyword, and youâd see ads
for related products
74. Consumer data: the coming of age
ď§ Consumers have become influencers
ď§ Empowered
ď§ Leave traces everywhere
ď§ Not only in your databases
ď§ Massive unstructured external data
ď§ Twitter, FB, Industry, Wesite logs, statistics, âŚ
ď§ The era of Big Data
76. Release the disruptor inside you
ď§ Disruption is of all times
ď§ The question is not âwhetherâ but âwhenâ
ď§ Cannibalize yourself before someone else does
ď§ Disrupt the process (rather than the product)
ď§ Believe in âcustomer firstâ
ď§ Create experiences that last
ď§ Always compete on value, not on price
ď§ Innovate, test, accept failure, learn, improve
ď§ Donât try to do everything on your own