This document discusses how companies can use technology, data, and analytics to improve customer experience and drive business results. It argues that companies should focus on the three Rs: relationship, responsiveness, and readiness. Relationship involves personalizing customer interactions based on their data. Responsiveness means providing fast, convenient service through channels like mobile apps and real-time updates. Readiness is about anticipating customer needs through frictionless commerce and intelligent displays. The document provides various company examples to illustrate best practices for each of the three Rs.

1. USING TECHNOLOGY, DATA AND ANALYTICS
TO DRIVE BOTH PROFITS AND PROPHETS
BLUE GOLDFISH
By: Stan Phelps and Evan Carroll
PurpleGoldfish.com

2. #1. By 2016, 89% of companies
expect to compete mostly on the
basis of customer experience

3. By 2016, 89% of companies expect to
compete mostly on the basis of
customer experience
… four years ago it was 36%

4. #2. Customer expectations are rising. They
expect a quick and personalized experience.
Study by
IBM showed:

5. #3. By 2020, 85% of B2B transactions
will occur without talking to a human

10. Blue was inspired by
King Harald Gormsson
(nicknamed Blatand)
He was a Danish King in the
10th Century. He converted
Denmark to Christianity and
united Scandinavia.
Why Blue? !

11. Blatand translates to Bluetooth. The developers
of the personal area wireless networking
standard used it as a working name and it stuck.
King Harald Blatand also was the inspiration for the logo

12. Now why a Goldfish? !

13. The goldfish represents
something small. The
average goldfish is 3 inches.

14. But the largest in the world in nearly 20 inches (50 cm)

15. 1
It turns out the size of a goldfish is influenced by
five factors. The same reasons apply to business:
1. SIZE OF THE BOWL

16. 1
1. SIZE OF THE BOWL = MARKET

17. 1
2
2. # OF OTHER GOLDFISH

18. 1
2
2. # OF OTHER GOLDFISH = COMPETITION

19. 3. QUALITY OF THE WATER

20. 3. QUALITY OF THE WATER = ECONOMY

21. 4
2 4. FIRST FOUR MONTHS

22. 4
2 4. FIRST FOUR MONTHS = STARTUP / NEW PRODUCT

23. 2
5. GENETIC MAKEUP

24. 2
5. GENETIC MAKEUP = DIFFERENTIATION

25. Assuming you’ve already been in business for four
months, what do you have control over?
Your market…NO, Your competition…NO, the
economy…NO

26. The only thing you control is how to
differentiate yourself to stand out in a sea of
sameness. Differentiation in the future will be
through technology, data and analytics.

27. http://list.ly/list/kFe-blue-goldfish-project

28. Relationship ReadinessResponsiveness

29. THE FIRST “R” IS RELATIONSHIP

30. 1. Personalization
Westpac is the fourth largest bank in
Australia / New Zealand

31. Every month the bank has over 100
million transactions with its customers

32. The bank has mapped the journeys of its customers and has
determined which products they use at different life stages

33. They’ve used that knowledge to
create a program called “Know Me”

34. The Know Me program creates a standing next best
offer (NBO) against a customer. The next time the
customer visits a bank or speaks to customer service,
the teller or representative makes the offer.

35. Westpac converted 40% of all NBO’s in
Year One of the program
Read more at:
h/p://www.forbes.com/sites/stanphelps/2014/11/02/lessons-from-westpac-and-tory-
burch-on-using-info-sense-to-drive-sales-through-customer-service/

36. 2. Two-Way Reviews
eBay pioneered the two-way review system. Today
Uber and airbnb allow both the customer and the
company to review the transaction. Are you asking
for feedback and rating your customers?

37. 3. Personal Data
Tory Burch uses a tablet based system that tracks
both online history and in-store shopping behavior

38. The Result: average order value for Client Book
customers is 62% higher than average customer
Read more at:
h/p://www.forbes.com/sites/stanphelps/2014/11/02/lessons-from-westpac-and-tory-
burch-on-using-info-sense-to-drive-sales-through-customer-service/

39. THE SECOND “R” IS RESPONSIVENESS

40. 4. Customer Service 3.0

41. Amazon took customer service to the next level with
their Kindle Fire HDX. One touch of the Mayday button
and it opens a video chat with a representative.

42. 5. Waiting The mortgage application process
can be long and tedious. Wells
Fargo Home Lending created a tool
called yourLoanTracker, allowing
customers to track their status
from a number of devices.

43. 6. Real Time Response
Mic-o-Data collects trash at 6,000
points in Holland. Once a day the
trash bin sends an alert that tracks
how full it is and if its functioning
properly. This allows the company
to respond quickly and only pick
up the trash when needed.

44. THE THIRD “R” IS READINESS

45. 7. Convenience / Control
Tesco has a service called “Click and Collect.” It
allows customers the ability to shop for groceries
online. They can then choose a convenient time
to pick them up at a collection point.

46. 8. Frictionless Commerce
Disney consolidated payments, room
keys, Fast Passes and Photo Passes
into one RFID wristband. Throughout
the park, the wristband also delivers
personalized experiences from kiosks
and cast members.

47. 9. Intelligent Displays
NS Prorail uses an LED display that gives
real time data to customers. The 600 foot
strip shows information on carriage
crowdedness, where doors open and where
quiet cars are.

48. Author: Stan Phelps
stan@purplegoldfish.com
+1.919.360.4702

49. Author: Evan Carroll
evan@evancarroll.net
+1.910.540.3826

51. Keynotes and Workshops
+1.919.360.4702
speaking@purplegoldfish.com
LITTLE THINGS CAN MAKE THE BIGGEST DIFFERENCE
Keynotes & Workshops