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Telco: transforming integrated customer experiences


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Telco: transforming integrated customer experiences

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Telco: transforming integrated customer experiences

  1. 1. Telco: transforming integrated customer experiences FUTURE SERIES by
  2. 2. When you look at the facts, you think USAGE. When people are made to jump through hoops – device – package – network – it makes the customer think USAGE too. Even when the word CONNECTION is introduced; easier connection, better connection, it comes back to the bundle and you again think USAGE. The future isn’t usage. Connectivity isn’t just about tech. If people think in terms of how and why they use their gadgets and networks, their language invariably changes… ‘connect’, ‘share’, ‘download’, ‘view’, ‘watch’, ‘talk’, ‘see’, ‘message’, ‘collect’, ‘listen’, ‘love’, ‘learn’... rather than ‘minutes’, ‘data’, ‘texts’, or ‘calls’. The future’s about humans creating connections with other humans near and far. 6.2 billion smartphone users by 2020 200 billion connected objects - 26 for every human being and 75% of mobile traffic will be video Mobile devices are the primary home internet device today with 40-60% growth in the market but revenues are falling ‘Thingification’ will add billions of new connected data sources globally And it all starts with T HEM not YOU. 02 The facts
  3. 3. People now judge each brand by every other experience in their lives, whether on or offline. When compared to your direct competition, giving an equivalent customer experience isn’t hard… ...but does it fall short when compared to the other brands in their lives? 04
  4. 4. They want: Not just faster, but deeper and richer too… Not just ‘always on everywhere’, but digital downtime… Not just physical goods, but positive and emotional experiences. These days, people love brands less - you and I already know this. Millennials are as cynical as their younger Gen Z cousins - but they do love their own lives. They love the idea of a fun filled, insta-laden, enviable existence. The kind of life that radiates excitement and fun and adventure and love and relationships and first homes and fab weddings and amazing holidays. What consumers want 06
  5. 5. 08 …to transform your brand experience. The new consumer is a digital native. They live in a culture where there is no conscious split between the analogue and digital world. Yet each of these customers have distinct characteristics, therefore understanding, adapting and providing curated personalisation to each of these nuanced needs, in real time, is the key to success. This doesn’t mean throwing digital out of the window, but instead using it to power better integrated human experiences. In a world overrun with tech, be the brand that lets humans love their lives. Be the brand that remembers humans came first. The answer...
  6. 6. Connected devices and IoT will give people the ability to personalise and enrich their environments. One size fits all will no longer be tolerated and now is the time to tailor services to the individual user, not similar user-groups. To learn from consumer behaviour and react accordingly, giving them a curated, personalised offering through a holistic, humanised service. So what? Through mobile devices, including tablets and phones, customers can connect directly with Nordstrom associates driving a ten-fold conversion rate and 40% uplift, with recent enhancements including a personalised home page, and the ability for customers to shop merchandise at their nearby store. It’s not all digital though; the associates often write personalised messages to place in their customer’s deliveries on purchase. Don’t be a telco. Be a music hub. Be a party organiser. Be a gaming site. Be a Tinder substitute. Be unsure. Be fun and friendly. Be a collaborator. Love. Hate. Feel. Function. Laugh. Cry. How: from target to person Be HUMAN. 10
  7. 7. Acquisition is in your blood, but this is out of sync with consumer behaviours and desires. Loyalty will not come from pushing offered services, or what you need to sell, but by first starting with their needs. Future focus is about building relationships by understanding their motivations and therefore the purpose of each touchpoint in the brand journey to further enhance the overall brand and shopping experience. So what? Think how your proposition flexes to meet the needs of the consumer, like Amazon’s checkout-less convenience store, Amazon Go - identify where your customer is in your relationship journey and behave accordingly. A single store may have multiple roles to play, therefore its purpose should be adapted across your estate strategy. How: from conversation to relationship The role of the relationship Falling in lust Attraction and excitement Create a spark that stimulates an emotional response “I COULD GET INTO YOU... Transparency and openness Provide solutions based on empathetic understanding “I FEEL LIKE YOU GET ME... Work through our differences Ensure concerns are resolved with minimal hassle “I’M GLAD WE GOT THAT SORTED... Learning through our mistakes Create reasons for added value Re engagement “YEAH THIS FEELS RIGHT... Belief in each other Deliver ongoing personalised service “WE ARE BETTER TOGETHER... Becoming partners Disillusionment STATERESPONSEBEHAVIOUR Creating real and lasting love The power of two 12
  8. 8. How: from network to eco-system Despite people interacting in a ‘phygital’ world, many channels are still managed separately, leading to potential cannibalisation between physical and online sales instead of synergic co-operation. Move to a customer-centric model – more than just linking the two worlds as omni-channel suggests - this is about creating a holistic, interconnected system that dances between the two, combined with a human connected offer that includes work, home and play. So what? Brands like are using apps that nail attribution and squash the politics of sales by tracking engagement from e-browsing to in-store connections to a specific person – including whether a shopper returns to buy after spending considerably longer the day before with a different sales associate. Ultimately this works because it is a cultural tech. 14
  9. 9. My life, my needs The BEST deal possible Places i’m happy to be Move beyond bundling everything together; from a linear series of decision hoops to jump through, to a platform that allows consumers to get what they want out of your service, fitting in with their lifestyle – a curator for their life- needs, in real time. So what? FordPass is a free loyalty app giving Ford drivers a contextual driving experience. Besides opening/locking enabled cars, it helps users find and pay for parking, receive directions and vehicle assistance, and access branded collaborations including curbside pick-ups from McDonald’s. How: from bundle to platform 16
  10. 10. Conclusion 18 With people’s expectations continually evolving, brands are being challenged to rethink how they shape and engage products, services and most importantly experiences for the future. Those brands that will succeed will both see and understand their customer as a human; as individuals to build personalised offerings around. Delivered without unnecessary friction at any point throughout the journey, they will use a holistic approach to deliver an integrated human experience creating a more meaningful relationship with the brand. Green Room designs, builds and tests interactions, products and services to cultivate genuine relationships by humanising experiences; putting them at the very heart. We connect through multi-sensory design to inspire engagement to fulfil the emotional needs of the customer and the commercial needs of the brand.
  11. 11. Thank you. Green Room Future Series explores emerging trends and how brands can adopt a more human perspective to meet their changing customer’s needs. If you would like to discuss these ideas further, please do get in touch: +44 (0) 121 200 2828 Assay Studios, 141 Newhall Street, Birmingham B3 1SF Prinsengracht 463-HS, 1016HP, Amsterdam, The Netherlands 41 Corsham Street, London, N1 6DR