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The Future and its implications on Customer Relationships


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The convergence of macro economic factors with the exponential trajectory of technology advancement is leading us into the next generation of business models and customer expectations

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The Future and its implications on Customer Relationships

  1. 1. EXPLORING THE FUTURE And its impact on Customer Relationships Brian Vellmure Initium LLC / Innovantage
  3. 3. I HAVE NO IDEA <ul><li>But let’s look at some concepts </li></ul>
  4. 4. MACRO TRENDS Brian Vellmure @CRMStrategies
  5. 5. MACRO TRENDS <ul><li>Economic Uncertainty </li></ul><ul><li>Global Reorganization: Rise of BRIC countries and beyond </li></ul><ul><li>Fragile Environment – Focus on Sustainability </li></ul><ul><li>Climate Change </li></ul><ul><li>Biotech advancement– expectant trajectory as information technology </li></ul><ul><li>Aging Populations </li></ul><ul><li>Collective Intelligence </li></ul><ul><li>Mashups (Cultural, People, Information) </li></ul><ul><li>New measurement metrics: </li></ul><ul><ul><li>Triple bottom line </li></ul></ul><ul><ul><li>New currencies (trust, reputation, societal impact, credits) </li></ul></ul>Brian Vellmure @CRMStrategies
  6. 6. SEVERAL POTENTIAL FUTURES <ul><li>Growth </li></ul><ul><li>Constraint </li></ul><ul><li>Collapse </li></ul><ul><li>Transformation </li></ul><ul><li>Other? </li></ul>Brian Vellmure @CRMStrategies
  8. 8. TECHNOLOGY TRENDS Brian Vellmure @CRMStrategies
  9. 9. The Expansion of the Social Web LinkedIn InMaps Brian Vellmure @CRMStrategies
  10. 10. Mobile / GeoLocation / Augmented Reality
  11. 11. Brian Vellmure @CRMStrategies
  12. 12. Cloud Computing Brian Vellmure @CRMStrategies
  13. 13. Video and Unified Communications Cisco Telepresence Brian Vellmure @CRMStrategies
  14. 14. Gamification Klout and Foursquare Badges Brian Vellmure @CRMStrategies
  15. 15. Brian Vellmure @CRMStrategies
  16. 16. “ Every industry that becomes digital eventually becomes free ” Chris Anderson
  17. 17. The Digitization of Everything Portrait by Popeye Francom
  18. 18. &quot; How far off is a future in which the creative economy overflows the thin boundary that separates 'information' from 'stuff'?&quot; Tim O’ Reilly
  19. 19. More data = More intelligence = Better Decisions?
  20. 20. Brian Vellmure @CRMStrategies
  21. 21. Brian Vellmure @CRMStrategies
  22. 22. The Internet of Things Brian Vellmure @CRMStrategies
  23. 23. The Internet of Things In 2008, the number of “things” connected to the internet exceeded the number of people on the planet. By 2020, there will be more than 50 Billion “things” connected. Source: Dave Evans, Cisco
  24. 24. The Semantic Web (Web 3.0) will one day be automatically connecting you with potential customers, prospects, partners, suppliers, employees … Based on your signals your reputation your networks And perhaps even making decisions on your behalf. Credit: Brian Vellmure @CRMStrategies “ The web will be smarter, more personalized, and ubiquitous” - Kevin Kelly
  25. 25. HOW SOON IS THIS COMING? Brian Vellmure @CRMStrategies
  26. 26.
  27. 27. Price/Performance Doubling every 18 months Source: Ray Kurzweil Brian Vellmure @CRMStrategies
  28. 28. CUSTOMER EXPECTATIONS Brian Vellmure @CRMStrategies
  29. 29. What do your Customers Want? What WILL your Customers Want? Brian Vellmure @CRMStrategies
  30. 30. Brian Vellmure @CRMStrategies
  31. 31. Help me to get my job(s) done Fundamental Customer Expectations Help me to feel good Brian Vellmure @CRMStrategies
  32. 32. <ul><li>Know me </li></ul><ul><li>Be competent </li></ul><ul><li>Be trustworthy </li></ul>Here’s what else our customers want <ul><li>Be likeable </li></ul><ul><li>Be relevant </li></ul><ul><li>Be available </li></ul>Brian Vellmure @CRMStrategies
  33. 33. How are Customer Expectations changing?
  34. 34. Growing expectations of immediacy
  35. 35. Great experience regardless of channel
  36. 36. <ul><li>70% of a typical buying process is completed </li></ul><ul><li>Before a sales person gets involved </li></ul>Source: Sirius Decisions Photo courtesy of
  37. 38. Except when they don’t … Brian Vellmure @CRMStrategies
  38. 39. <ul><li>“ I actually think most people don't want Google to answer their questions. </li></ul><ul><li>They want Google to tell them what they should be doing next.” </li></ul>Eric Schmidt
  39. 40. <ul><li>Know me </li></ul><ul><li>Be competent </li></ul><ul><li>Be trustworthy </li></ul>Remember these? <ul><li>Be likeable </li></ul><ul><li>Be relevant </li></ul><ul><li>Be available </li></ul>Brian Vellmure @CRMStrategies
  40. 41. Brian Vellmure @CRMStrategies
  41. 42. A NEW CUSTOMER LANDSCAPE Brian Vellmure @CRMStrategies
  42. 43. EVOLVING CUSTOMER RELATIONSHIP DYNAMICS They are now Active Value Chain Participants They (could) have input to product/service direction They are your brand managers They (could be) Tech Support / Customer Service
  43. 44. <ul><li>From Individual Customers… to Networks of Customers </li></ul><ul><li>From Delivering Value to Customers… to Co-Creating Value with Customers </li></ul><ul><li>From Hierarchical Command & Control… to Collaborative Hybrid Organizations </li></ul><ul><li>From Customer Lifetime Value… to Customer Network Value </li></ul><ul><li>From Stand-alone Companies… to an Ecosystem of Networked Partners </li></ul><ul><li>From Company Push… to Sensing and Responding in Real-Time to Customers </li></ul>Pioneering a new customer landscape Dr. Graham Hill: A Social Business Manifesto
  44. 45. The Future is already here It’s just unevenly distributed Pranav Mistry – Sixth Sense
  45. 46. CASE STUDIES Brian Vellmure @CRMStrategies
  46. 47. Brian Vellmure @CRMStrategies
  47. 48. Brian Vellmure @CRMStrategies
  48. 49. Brian Vellmure @CRMStrategies
  49. 50. Brian Vellmure @CRMStrategies
  50. 51. This is about more than “customers” Brian Vellmure @CRMStrategies
  51. 52. Circles: The real driver behind social
  52. 53. People found, aggregated, and feedback gathered in just a few days Brian Vellmure @CRMStrategies
  53. 54. THE AM-HOC VALUE CHAIN Brian Vellmure @CRMStrategies
  54. 55. NOT the Ham Hock Value Chain
  55. 56. The Emergence of the Am-hoc Value Chain Big Data Social Networks Ambient Awareness Recommendation Engines Artificial Intelligence Reputation and Ranking Systems Faster Cycles Ubiquitous Internet Access HTML5 The Semantic Web Exponential Increases in Computing Power Brian Vellmure @CRMStrategies Content Networks The Am-Hoc Value Chain
  56. 57. The Am-Hoc Value Chain The automated, rapid formation of a new value chain around an emergent customer need. Brian Vellmure @CRMStrategies
  57. 58. The Am-Hoc Value Chain Brian Vellmure @CRMStrategies Internet of Things Web Services Content Networks Social Networks Self Assembling Around Emergent Customer Needs
  58. 59. The Am-Hoc Value Chain Internet of Things Web Services Content Networks Social Networks People will still play an important role in assembling all the right Ingredients for the customer
  59. 60. Keys to Success in an “Am-Hoc world” Brian Vellmure @CRMStrategies <ul><li>Begin and continue to build the plumbing for the coming changes: </li></ul><ul><li>Seek to better understand your customer’s jobs to be done (and even your customer’s customers) </li></ul><ul><li>Merge cross platform and cross channel data for deeper customer insights </li></ul><ul><li>Extend and nurture your social graph(s) </li></ul><ul><li>Extend and Enrich Content Libraries (Creation and Curation) </li></ul><ul><li>Consider ways to enable construction of new value chains (with your org as the platform) </li></ul>
  60. 61. Key Skills in an “Am-Hoc world” Brian Vellmure @CRMStrategies <ul><li>Access to Networks, Content, and Tools </li></ul><ul><li>Awareness (Ambient Awareness, Activity Streams) </li></ul><ul><li>Agility (Rapid shifts in customer demand) </li></ul><ul><li>Empowerment (De-centralized workforce) </li></ul><ul><li>Creativity (New problems, new opportunities, less routine work) </li></ul>
  61. 62. In a world where access to almost anyone and anything is available from anywhere, and in many cases will be automatically RECOMMENDED How will you compete and WIN?
  62. 63. Brian Vellmure Initium LLC / Innovantage THANK YOU! EXPLORING THE FUTURE And its Impact on Customer Relationships