SlideShare a Scribd company logo
@congbo
THE GAP
@congbo
"Wecannotsolveourproblemswiththesamethinking
weusedwhenwecreatedthem."
-Alberteinstein-
(stolenfromthepeopleatthirdwaveberlin)
@congbo
THEGAP
Applyingadigitalworldviewtothechallenges
andambitionsofcomplexorganizations..
-stolenfromUndercurrent.com-
The communication industry is doing the same thing it has been doing for
the last fifty years.
George Lois - advertising Paul Rand - design Bill Bernbach - public relations
@congbo
THEGAP
what about the next fifty?
@congbo
THEGAP
WIRED UK: If you had to list some industries right now that are in either a state of disruptive crisis or will be soon, what would they be?
Journalism, certainly, and publishing, broadly.
Anything supported by advertising. That all
of this is being disrupted is beyond question.
- Clayton Christensen, Professor of Business Administration at the Harvard Business School,
Awarded the Number 1 Management Thinker in the World
@congbo
THEGAP
Is technology changing people, or just our access to them?
@congbo
THEGAP
@congbo
THEGAP
...and technology does...
Image by Moff on Flickr.com
@congbo
THEGAP
1. Business
THECHANGINGROLE
OFTHECMO
CUSTOMER
CENTRICITY
NEWDEMAND
PATTERNS
PRODUCTSAND
BUSINESSDESIGN
1a. The Changing role of the CMO
@congbo
Business
Thechanging
roleofthecmo
@congbo
Business
Thechanging
roleofthecmo
@congbo
Business
Thechanging
roleofthecmo
"IN 2008 WE WERE ON BARACKOBAMA.COM,
IN 2012 WE WERE EVERYWHERE"
- JIM MESSINA -
@congbo
Business
Thechanging
roleofthecmo
@congbo
Business
Thechanging
roleofthecmo
@congbo
Business
Thechanging
roleofthecmo
1b. Customer Centricity
Image by Jonas K on Flickr.com
@congbo
Business
Customer
Centricity
"Customer centricity is not a new concept, but it has taken on increasing importance in today's business
environment, marked by the empowered consumers who want to interact with a brand on their own terms.
For many organizations, the challenge lies in finding innovative ways to capture the "voice of the customer"
and infuse customer insight across all business functions, from the point of sale to the call centre, in
order to create business value."
- Voice of the customer, whose job is it, anyway? -
SAS Institute and The Economist Intelligence Unit
@congbo
Business
Customer
Centricity
@congbo
Business
Customer
Centricity
@congbo
Business
Customer
Centricity
1C. New demand patterns
IMAGE BY MIUENSKI ON FLICKR.COM
This is not the first time:
"every century or so, fundamental changes in the nature
of consumption create new demand patterns that
existing enterprises can't meet."
- Shoshana Zuboff, McKinsey Quarterly -
[its not about you - its the market that changes, businesses can get busy or get protective]
@congbo
Business
Newdemand
patterns
@congbo
Business
Newdemand
patterns
@congbo
Business
Newdemand
patterns
@congbo
Business
Newdemand
patterns
@congbo
Business
Newdemand
patterns
@congbo
Business
Newdemand
patterns
then:
whydowehavetheseshifts?
@congbo
Business
Newdemand
patterns
Sharp increases in higher education, standards of living, social complexity, and
longevity over the past century gave rise to a new desire for individual self-
determination: having control over what matters, having one’s voice heard, and
having social connections on one’s own terms.
- Shoshana Zuboff
@congbo
Business
Newdemand
patterns
Image by Den (Digital Erfgoed Nederland) on Flickr.com
@congbo
Business
Newdemand
patterns
now:
whydowehavetheseshifts?
@congbo
Business
Newdemand
patterns
Image by Lotus Carroll on Flickr.com
@congbo
Business
Newdemand
patterns
HMV and Jessops are both in administration.
It’s not that people don’t want to buy
things, rather .. they want more than just
to buy things
@congbo
proof!
“Whether physically or through connected technologies, shopping
is still best experienced socially”
- PSFK Future of Retail report
@congbo
Business
Newdemand
patterns
1d. Products and business design
promise
proof
Whatdoesthe
brandwant?
Whatdoesthe
consumerwant?
meetingplace
@congbo
Business
Products
andbusiness
design
promise
proof
Whatdoesthe
brandwant?
Whatdoesthe
consumerwant?
meetingplace
From promise to proof
@congbo
Business
Products
andbusiness
design
promise
proof
Whatdoesthe
brandwant?
Whatdoesthe
consumerwant?
meetingplace
The elements of communication
CULTURE
Kulturbygging og identitet
internt
BRAND
SALE
Creating new customers
BUSINESS
DEVELOPMENT
Services- and
product development
LOYALTY
Establish and strengthen
relations
DELIVERY
FRAGMENT
& CATEGORIZE
@congbo
Business
Products
andbusiness
design
Customers are more interested in a company's
integrity and engagement than their products.
- Edelman Trust Barometer -
Weareseeingthatwherecompaniesmeetpeoplearethroughtheirproducts,butwheretheymeansomethingis
thorughtheircommunicationthereisagapandanopportunityhere
@congbo
Business
Products
andbusiness
design
1. Business
THECHANGINGROLE
OFTHECMO
CUSTOMER
CENTRICITY
NEWDEMAND
PATTERNS
PRODUCTSAND
BUSINESSDESIGN
People, change, opportunity and choice
is [understanding]
2. technology
not 1's and 0's
Technology doesn't solve problems, it creates new ones.
Technology invites people to change their habits and behavior - that's what it has always done. Our problems, and
especially in communications, is when we try to force new technology to solve old problems, or force it to prove its worth
while doing stuff it can't do. or the other way around - use old technology to solve new problems - without adjusting it first.
Image by Stuck in Customs on flickr.com
@congbo
Technology
We think of technology as digital communications technology,
but that is just a small - and one of the most recent forms of technology.
Technology is (almost) the
consequence of all human
creation. It's all around us:
bread, chairs, asphalt, shoes, pillows, coffee ...
Image by Claudio.Ar on flickr.com
Almost everything has at one point been
a technology, but what happens is that
people adjust, and then we redesign the
technology to accommodate this. So the
technology creates a new need, and then
we redesign the technology to this need.
Nobody used to sit on their sofa just staring at the wall, that is
something we've started doing after we got the TV. It used to be
the case that people could bore themselves for two minutes -
now we have our mobile phones.
The consequence of all new technology is change, and it is change people
resist. Few people have anything against technology itself (that would be similar
to opposing water, our lunges or outer space). What people react to is change.
(And then its good to know that the old stuff always survives).
Image by caste_aka_adrem on flickr.com
Technology
Image by caste_aka_adrem on flickr.com
What people, your customers, care about is change, technology is the stuff that makes change possible.
Instead of opposing or embracing technology we have to understand that technology itself is
not interesting - its the change in habits and behaviors we have to study - and understand if
the consequence of new technology brings about new opportunities or new challenges.
@congbo
Technology
"If you have the whole world available through this box, why on
earth would you sit there staring out the window inside a tunnel?"
- my sister -
@congbo
Technology
Technology is about people and change,
more opportunities and choice
- not 1's and 0's -
Image by Tau Zero on flickr.com @congbo
Technology
3. the complete picture
HUMANS
TECHNOLOGY
BUSINESS
BRAND
Putting the purpose, customer promise and positioning at the center of the
company's customer experience demands that opportunities proposed by
technology, people or market get filtered by the brand.
Image by mark knol on Flickr.com
@congbo
THANK YOUHelge Tennø
@congbo
slideshare.net/helgetenno
HUMANS
TECHNOLOGY
BUSINESS
BRAND

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