Consumer Disruption: How Technology is Reshaping Human Behavior and Interaction (and what you should be doing about it)


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The broad adoption of mobile and social technologies are just elementary steps in a world where the lines that separate digital from physical worlds are increasingly blurred. The pace of technological advancement is accelerating and is rapidly disrupting industries, institutions, and even then way humans interact with each other. In this session, we'll explore how these advancements are forcing organizations to rethink how they interact with customers and prospects, how resources can be aligned to construct new value chains, and how to accelerate growth in a rapidly changing landscape.

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Consumer Disruption: How Technology is Reshaping Human Behavior and Interaction (and what you should be doing about it)

  1. 1. Consumer Disruption: How Technology is Reshaping Human Behavior and Interaction Brian Vellmure innovantage @BrianVellmure
  2. 2. “The number of Americans going online to an information service or directly to the Internet has more than doubled in the past year, but most consumers are still feeling their way through cyberspace. Few see online activities as essential to them, and no single online feature, with the exception of E-Mail, is used with any regularity… Among those who currently use their modems, the study detected a decided softness in attitudes toward online activities and a fragile pattern of use. Only 32% of those who go online say they would miss it ‘a lot’ if it were no longer available.” Source: Internet use in America by the Center For The People & The Press. Issued on October 16, 1995 Brian Vellmure @BrianVellmure
  3. 3. We’ve gone from that to THIS! IMG credit: PATRICK SEMANSKY/AP Brian Vellmure @BrianVellmure
  4. 4. The AVERAGE Smartphone Owner Checks their cell phone 150 times / day Checks Facebook from smartphone14 times / day Brian Vellmure @BrianVellmure
  5. 5. 9% of US adults have admitted using their smartphone DURING sex 57% of women would rather give up sex than their smartphone for a week Brian Vellmure @BrianVellmure
  6. 6. The lines separating physical from digital increasingly blurred
  7. 7. Brian Vellmure @BrianVellmure
  8. 8. Brian Vellmure @BrianVellmure
  9. 9. Brian Vellmure @BrianVellmure
  10. 10. Brian Vellmure @BrianVellmure
  11. 11. Brian Vellmure @BrianVellmure
  12. 12. Looking Ahead
  13. 13. In the next decade or so, the computing power currently contained in your smartphone will likely be reduced to the size of a spinning coin Images: Beth McIntyre Brian Vellmure @BrianVellmure
  14. 14. In 2023, Smartphone sized devices will likely be able to stream the equivalent of 50 simultaneous Telepresence sessions Images: Beth McIntyre Brian Vellmure @BrianVellmure
  15. 15. Brian Vellmure @BrianVellmure
  16. 16. Brian Vellmure @BrianVellmure
  17. 17. "We are honored to be recognized by Intel, a leader in innovative solutions," said Dr. Yadav. "This is a testament to the extraordinary efforts of the CardioMEMS team to generate precise, timely, actionable information to address the tremendous burden heart failure places on the U.S. healthcare system and on patients suffering from this debilitating disease...” Brian Vellmure @BrianVellmure
  18. 18. “We’ll be able to record, playback and analyze our entire lives by 2020” - Dave Evans, Cisco Chief Futurist Brian Vellmure @BrianVellmure
  19. 19. Brian Vellmure @BrianVellmure
  20. 20. “No digital communication is secure” Brian Vellmure @BrianVellmure
  21. 21. Connecting Everything
  22. 22. Brian Vellmure @BrianVellmure
  23. 23. People, Devices, and Entities... ... are all nodes in a network. Friction around value exchange is being reduced Brian Vellmure @BrianVellmure
  24. 24. The potential reach of every interaction is exponential in a networked world Brian Vellmure @BrianVellmure
  25. 25. Robotics Digital Manufacturing Computational Systems Biotechnology Bioinformatics Simultaneous Exponential Growth Curves Nanomaterials Nanotechnology Brian Vellmure @BrianVellmure Medicine Networks and Sensors Artificial Intelligence
  26. 26. Our lives are increasingly being conducted in the digital realm Rapid shift from big, crude, and manual, to intelligent, granular, and automatic. Anything digital can be recorded, archived, analyzed. The trajectory of these changes is exponential Brian Vellmure @BrianVellmure
  27. 27. Evolving Customer Behavior
  28. 28. Speed Brian Vellmure @BrianVellmure
  29. 29. Access Brian Vellmure @BrianVellmure
  30. 30. “The data set is increasing in size, people are getting more friends, and with the advent of mobile, people are online more frequently. It’s not that I look at my news feed once at the end of the day; I constantly pull out my phone while I’m waiting for my friend or I’m at the coffee shop. We have five minutes to really delight you.” - Facebook’s chief technology officer, Mike Schroepfer in MIT Technology Review Brian Vellmure @BrianVellmure
  31. 31. Consumers check an average of 10.4 sources of information prior to making a purchase Brian Vellmure @BrianVellmure B2B buyers complete between 50-75% of the buying process before contacting a sales rep
  32. 32. What will they find? What will they do? Brian Vellmure @BrianVellmure
  33. 33. Customers increasingly prefer self service Brian Vellmure @BrianVellmure
  34. 34. Source: IBM 2013 Global C-Suite Study Brian Vellmure
  35. 35. Back to the Basics
  36. 36. ... But people just want to do the same things they’ve always done” “We often think the internet enables you to do new things... - Evan Williams Brian Vellmure @BrianVellmure
  37. 37. Help me accomplish what I’m trying to do Help me feel good @BrianVellmure
  38. 38. Brian Vellmure @BrianVellmure
  39. 39. “I actually think most people don't want Google to answer their questions. They want Google to tell them what they should be doing next.” - Eric Schmidt, 2010
  40. 40. Brian Vellmure @BrianVellmure
  41. 41. More intelligent systems Image Credit: Brian Vellmure @BrianVellmure
  42. 42. Deep Learning Image Credit: Brian Vellmure @BrianVellmure
  43. 43. The human brain still has incredibly more processing capacity and capability than the largest supercomputers Brian Vellmure @BrianVellmure
  44. 44. Learning from Others
  45. 45. Brian Vellmure @BrianVellmure
  46. 46. Brian Vellmure @BrianVellmure
  47. 47. Summary
  48. 48. Increased Digital Connectedness Brian Vellmure @BrianVellmure
  49. 49. Sense and Respond Capabilities Increasingly Critical Brian Vellmure @BrianVellmure
  50. 50. Customers want the same things they always have There is a narrowing window of time to capture attention and offer a compelling value proposition IMG credit: Brian Vellmure @BrianVellmure
  51. 51. Key Imperatives
  52. 52. Understand customers more deeply Brian Vellmure @BrianVellmure
  53. 53. Continue to understand more about customer journey Recognize that journeys are not linear but dynamic. Distributed across channels in different patterns Brian Vellmure @BrianVellmure
  54. 54. Shape and create their playground Allow them to interact as they choose Create value at every step Brian Vellmure @BrianVellmure
  55. 55. Action Items
  56. 56. INVEST Capture, Merge, Analyze broader, more unstructured data sets. Brian Vellmure @BrianVellmure
  57. 57. INVEST Cultivating a customer experience focused culture Brian Vellmure @BrianVellmure
  58. 58. Encourage teaming across touchpoints and functions IMG credit: Glen Brian Vellmure @BrianVellmure Grant, U.S. Antarctic Program, National Science Foundation.)
  59. 59. INVEST Translating data into insights Brian Vellmure @BrianVellmure
  60. 60. INVEST Operationalizing insights into valuable recommendations and responses Brian Vellmure @BrianVellmure
  61. 61. Thank you. Let’s Discuss. Brian Vellmure innovantage @BrianVellmure