This document discusses digital trends and their impact on customer experience. It outlines top digital trends for 2016 such as virtual reality, the internet of things, and wearable technology. It then discusses how technology is fundamentally changing customer relationships by becoming invisible through data collection, enhancing experiences through augmented reality, enabling customers through connected devices, and creating transparency. It proposes five pillars for future-proofing customer experience: mobile-first, data enterprise, differentiated experiences, omni-channel thinking, and participation. Uber is provided as an example that utilizes these pillars through its mobile-only service, use of data, and ability for customers to also be drivers.

1. DIGITAL
EVOLUTION
IMPACTS ON
CUSTOMER
EXPERIENCE
by Anjum Sultana

2. 2
Content
 Top Digital Trends of 2016
 Impacts of Technological Changes on Customer Relations
 Future Proofing Customer Experience
 References

3. 3
Top Digital Trends for 2016
VIRTUAL REALITY IS REAL
THE DATA SCIENTIST IS YOUR NEXT HIRE
MOBILE IS NOW YOUR FIRST SCREEN
PERSONALIZATION HAS ARRIVED
SAY IT IN 4K VIDEO
SOCIAL MEDIA COMES OF AGE
INTERNET OF THINGS (IOT) IS UPON US
SEARCH BEYOND SEARCH ENGINES
CONTENT IS STILL ON THE THRONE
THE RISE OF THE ROBOTS
WEARABLE TECHNOLOGY TAKES ITS FIRST STEPS

4. 4
Technology is
BECOMING
INVISIBLE
Technology is
ENABLING
CUSTOMERS
Technology is
ENHANCING
EXPERIENCES
Technology is
CREATING
TRANSPARENCY
FOUR Technological Trends that are fundamentally
changing the relationship with the customer

5. 5
Becoming invisible by connecting experiences
to create a new customer journey
Impact on
USER
Invisible to the
USER
Collecting Data
Data Analytics
Machine Learning
Connectivity
1

6. 6
Enhancing experience by augmenting reality that
shapes new experiences
Impact on
USER
2
Evolution of
Experiences
Offline Experience
Online Experience
Augmented Experience
Siri
Cortana X.AI
Home Decor App
Pokemon Go
Pepper
Jibo Fellow
Artificial
Intelligence
Augmented
Reality
Robotics

7. 7
Enabling customers by providing options,
information & access to customize experiences3
Impact on
USER
Enabling the
USER
Connected
Devices
CRM
Targeting
Communication
Channels
Support

8. 8
Radical transparency is forcing the market to
boost the customer experience and be honest4
Impact on
USER
MyCadillac-OnStarWaze
Garmin Activity Tracker

9. 9
Companies are at a converging point leading
towards changed customer behaviors
ZERO
TOLERANCE
FOR DIGITAL
FAILURE
FASTER
THAN REAL
TIME
PERFECT
INFORMATION
INTUITIVE USER
INTERFACE
ON DEMAND
SERVICES
PERSONALIZED
OFFERINGS

10. FUTURE-
PROOFING
CUSTOMER
EXPERIENCE

11. 11
5 Strategic Pillars to Future proof Customer
Relations
MOBILE
FIRST
DATA
ENTERPRISE
DIFFERENTIATED
EXPERIENCES
OMNI-CHANNEL
THINKING
PARTICIPATION

12. MOBILE
FIRST
DATA
ENTERPRISE
DIFFERENTIATED
EXPERIENCES
OMNI-CHANNEL
THINKING
PARTICIPATION
12
Example: Customer Relations Future Proof - UBER
Uber is a mobile only service
Uses data to optimize routes + customer & drivers
Push 1 button and everything else is behind the scene
Other companies can use the network – i.e. Uber Eats
Drivers are often consumers

13. THANK YOU!

14. 14
References
- Prof. Steven Van Belleghem
- Bain Digital: http://www.bain.com/consulting-services/digital/index.aspx
- Linking Customer Experience to Value by McKinsey Consulting
- The Year Of The Customer: 16 Customer Service And Experience (CX) Trends For 2016 by Forbes
- 10 Ways Technology Can Enable Customer Loyalty by Huffington Post
- Top 10 Digital & Tech Trends for 2016 by OSD