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Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010



    Disruptive Technologies vs. Customer Experience:
    What You Must Do NOW to Prepare
    Six reasons to re-think how your business
    sells to and serves your customers.
    A CustomerThink Thought Leadership Webinar
    December 9, 2010; 10 to 11 a.m. Pacific Time




© 2010 MCorp Consulting, All Rights Reserved                                         Page 1
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Our Speakers

                                               Michael Hinshaw
                                               Managing Director,
                                               MCorp Consulting



                                               Bruce Kasanoff
                                               Managing Director,
                                               Now Possible




© 2010 MCorp Consulting, All Rights Reserved                                         Page 2
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Today’s Presentation
                       Introduction
                       Context: It's (Not) About You
                       Six Disruptive Forces
                       What You Can Do Today
                       Q&A




© 2010 MCorp Consulting, All Rights Reserved                                         Page 3
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               You want to improve Customer Experience.
              Where do you stand today?
              And what do you want to accomplish tomorrow?


                                               Today                           Tomorrow

                                      What              What          What                 What
                                       is…             must be…     should be…            can be...

                                  And how               To really    To become            To truly
                                   can we                 meet        customer       differentiate on
                                 improve it?           customer        centric?        experience?
                                                         needs?




© 2010 MCorp Consulting, All Rights Reserved                                                            Page 4
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




              MCorp’s perspective…
               To transform – not just improve –customer experience, you
               need to answer these questions:

                                                 1. What’s                      2. What do
                                               happening in                    our customers
                                                our market                      really want
                                                 that can                        and need
                                                impact us?                       from us?


                                                                Wow.

                                                   3. What                     4. Where can
                                               barriers do we                  we do better
                                                erect to keep                   than anyone
                                               our customers                     else in our
                                               from what they                  marketspace?
                                                    want?



© 2010 MCorp Consulting, All Rights Reserved                                                   Page 5
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




                                        Let’s look ahead.


© 2010 MCorp Consulting, All Rights Reserved                                         Page 6
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Today’s Presentation
                       Introduction
                       Context: It's (Not) About You
                       Six Disruptive Forces
                       What You Can Do Today
                       Q&A




© 2010 MCorp Consulting, All Rights Reserved                                         Page 7
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Your Customers….
               Don’t really care about you, your company, your products.
               They don’t care about your hours or locations.


                                               How well do you
                                                 know your
                                                customers?


               They care about themselves.
               And they (usually) know what they want.
© 2010 MCorp Consulting, All Rights Reserved                                         Page 8
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Your Customers’ Lives… are Changing


               These changes impact
               what customers buy,
               when they buy, how
               much they pay, and
               what they expect of you.




                           This 2 year-old easily manipulates the iPad
                        interface, finding the program she wants and
                                                   using it in seconds.



© 2010 MCorp Consulting, All Rights Reserved                                         Page 9
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Your Touchpoints… Need to Change, Too
               But first – do you know what all your touchpoints are?
                Do you know which you control?
                Can you rank them all                                        Products

                 by importance?                            Static            Promotion
                                                                             Direct Mail
                                                                             Collateral

                Do you have gaps?                                           Contracts

                                                                                                      Sales
                Do you have a plan for                                                            Call Center
                                                                                                     Service

                 migrating from Static to Brand                                                   Word-of-Mouth
                                                                                                    Support

                 Interactive?                            Customer
                                                                                     Experience
                                                                                                          Human


                                                        Interactive            Blogs
                                                                               Email
                                                                            Social Media
                                                                             Websites
                                                                              Products

© 2010 MCorp Consulting, All Rights Reserved                                                                      Page 10
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Your Customer Relationship Lifecycle
                 You understand customer wants and needs at each stage.
                And you know how well your touchpoints meet these needs,
                  driving customers from one stage of your lifecycle to the next…
               Right…?




           Awareness                Knowledge   Consideration      Selection     Satisfaction     Loyalty       Advocacy




                               Pre-Purchase                     Trial/Purchase                  Post-Purchase



© 2010 MCorp Consulting, All Rights Reserved                                                                               Page 11
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Poll: Where is your organization today?
               Which best describes your customer experience initiatives…

               1. Need to fix what's broken today
               2. Trying to better address customer needs
               3. Focused on becoming more customer centric
               4. Working to truly differentiate on experience
               5. We’ve got it nailed
                                               Today                           Tomorrow

                                      What              What          What                 What
                                       is…             must be…     should be…            can be...

                                  And how               To really    To become            To truly
                                   can we                 meet        customer       differentiate on
                                 improve it?           customer        centric?        experience?
                                                         needs?
© 2010 MCorp Consulting, All Rights Reserved                                                            Page 12
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Today’s Presentation
                       Introduction
                       Context: It's (Not) About You
                       Six Disruptive Forces
                       What You Can Do Today
                       Q&A




© 2010 MCorp Consulting, All Rights Reserved                                         Page 13
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               No BS. Actual Exponential Growth


                                                 10,000
               Devices/Users (MM in Log Scale)




                                                  1,000



                                                   100



                                                    10



                                                     1
                                                          1MM+
                                                           Units




Source: Internet Trends 2010 by Morgan Stanley Research © Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina
© 2010 MCorp Consulting, All Rights Reserved                                                                                               Page 14
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Disruptive Forces and Customer Experience




                                                               Cloud Services
                                         Customer
                    2. Pervasive Memory Experience                                  5. Shifting Time
                                                               Advanced Analytics




© 2010 MCorp Consulting, All Rights Reserved                                                           Page 15
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




              1. Social Influence
               The ability to be credible and trustworthy in the midst
               of constant interactions between customers, friends
               and outside “experts.”




© 2010 MCorp Consulting, All Rights Reserved                                         Page 16
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




                 Social Influence: More, and More Often
                                               Global Time Spent: 11/06-12/09                                            Global Users: 11/06-12/09
                                             250                                                                   900


                                                                                                                          Social Networking Users
                                                                                                                   800    Surpassed Email = 7/09
                                             200
              Global Minutes Per Month (B)




                                                   Social Networking Usage                                         700




                                                                                               Global Users (MM)
                                                   Surpassed Email = 11/07
                                             150

                                                                                                                   600

                                             100
                                                                                                                   500


                                              50                               Social                                                                 Social
                                                                                                                   400
                                                                             Networking                                                             Networking

                                                                               Email                                                                  Email
                                               0                                                                   300




Source: Internet Trends 2010 by Morgan Stanley Research © Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina
© 2010 MCorp Consulting, All Rights Reserved                                                                                                                     Page 17
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Social Influence: Impact
                It’s going to get easier: for customers to share with others
                 their experiences with your company.
                It’s going to get harder: to interact with customers without
                 the - often simultaneous - influence of others.


                        “The networked market knows more than companies
                         do about their own products. And whether the news is
                                   good or bad, they tell everyone.”
                                               - The Cluetrain Manifesto, 1999




© 2010 MCorp Consulting, All Rights Reserved                                         Page 18
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               2. Pervasive Memory
               The ability to remember - and access instantly – individual
               customer needs, preferences, activities and interactions.
               (Hint: it's MORE than just remembering transactions).




© 2010 MCorp Consulting, All Rights Reserved                                         Page 19
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Pervasive Memory: CRM could help. However…
               Today, companies can remember everything about their
               customers. But they usually don’t.
                                               Customer Satisfaction vs. CRM Investments
              Percent                                                                      Millions of Dollars
                                                                                                         8,000

                                                                                                         7,000

                                                                                                         6,000

                                                                                                         5,000

                                                                                                         4,000

                                                                                                         3,000

                                                                                                         2,000

                                                                                                         1,000

                                                                                                         0



Source: ACSI and Gartner Group
© 2010 MCorp Consulting, All Rights Reserved                                                                     Page 20
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Pervasive Memory: Impact
                       Memory is the basis of intelligent behavior.
                       Memory of shared experiences… that’s what creates
                        bonds between people.
                       What if companies could remember people as well as
                        people remember people?


                                               (                 )==$
                        Those companies will be the ones that grow and thrive.



© 2010 MCorp Consulting, All Rights Reserved                                         Page 21
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               3. Remote Access
               The ability to support on-the-fly exchange of information
               between customer’s devices, corporate systems and others.




© 2010 MCorp Consulting, All Rights Reserved                                         Page 22
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Remote Access: Growing Faster


                                                   Connected Devices Growth (US Only)

                                                                                             ATT
                                                                                             VZ
                                                                                             TMO
                                                                                             Sprint
                                                                                             Others




                                                                     Subscriptions in 000s


Source: Chetan Sharma Consulting, © Chetan Sharma Consulting, 2010
© 2010 MCorp Consulting, All Rights Reserved                                                          Page 23
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Remote Access: Impact
                       Remote access makes “sense and respond” business
                        processes possible.
                       With instant access to your databases and to what
                        customers are doing this instant, you can provide
                        services never before possible.
                       Said another way, it will be nearly impossible for firms
                        that lack remote access to their customers to compete
                        with those who have it.




© 2010 MCorp Consulting, All Rights Reserved                                         Page 24
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Poll: Are you ready to leverage this technology?
               We propose to install microphones, motion detectors and
               language recognition software in your home.
               We can see you, hear you and identify who you are,
               and what you’re doing.
               But - we’ll use these devices to make your life easier, and to
               provide entertainment services.
               The cost to you? Between $150 and $400.

               1. I am interested
               2. I am not interested



© 2010 MCorp Consulting, All Rights Reserved                                         Page 25
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               1 million people said yes in just 10 days.




© 2010 MCorp Consulting, All Rights Reserved                                         Page 26
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               4. Digital Sensors
               The ability to drive innovation through the use of
               sensors embedded in nearly everything
               (On, around and even IN you…!)


                                               http://www.ece.uah.edu/~jovanov/whrms/figs/whrms_fig1.jpg




© 2010 MCorp Consulting, All Rights Reserved                                                               Page 27
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Digital Sensors: Impact
               Just a few sensors make the iPhone cool. (Hard to imagine it
               didn’t exist three years ago). And it's not just iPhones.
                                   2009-2015 Market for MEMS & Sensors in Mobile Phones (M Units)
                                                                     By Product Category, June 2010

                                         Other emerging sensors (?)
                                         Silicon microphones
                                         Motion sensors
               Market (M Unites)




                                         RF Devices
                                         Optical components




Source: Yole Developpment, November 2010 - MEMS Executive Congress
© 2010 MCorp Consulting, All Rights Reserved                                                          Page 28
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Digital Sensors: Impact
                       Sensors were once confined to factories and industrial
                        equipment, but are now being embedded everywhere.
                       They can measure many things including light, motion,
                        sound, temperature, position, magnetic fields, gravity,
                        humidity, vibration, pressure, and even a wide range of
                        biological states.
                       Sensors open up incredible opportunities for innovation
                                   (Like 283,586 Apps – and counting)




© 2010 MCorp Consulting, All Rights Reserved                                         Page 29
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               5. Shifting Time
               The ability to let customers access content and services
               whenever (and from wherever ) they wish.




© 2010 MCorp Consulting, All Rights Reserved                                         Page 30
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Shifting Time: Impact
                       Remember when everyone watched the same TV show at
                        the same time? Or when everyone did their banking
                        between 9 am and 3 pm?
                        No more.
                       This time-shifting trend will continue to spread, and will
                        change the way both B2B and B2C customer service and
                        sales operate.
                       “I’m sorry, please call during normal office hours” will
                         be a phrase no business dares utter.




© 2010 MCorp Consulting, All Rights Reserved                                         Page 31
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               6. Physical Web
               The ability to help your customers remotely link to, browse
               and utilize the physical world like they do the Web.




© 2010 MCorp Consulting, All Rights Reserved                                         Page 32
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Physical Web: Impact
                       Add up all the points we’ve made so far, and it’s clear we’ll
                        be browsing the real world like we do the Web.
                       Customers can “bookmark” their favorite picnic spot,
                        parking garage, retailers and more.
                       Media firms are developing interactive games set in
                        the real world.




                       Keep track of real things (like your car) in the virtual world.
© 2010 MCorp Consulting, All Rights Reserved                                              Page 33
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Physical Web: Opportunities
                       Wiring the world is an exponentially larger opportunity
                        than the Web was.
                       Opens up immense new service options, from education
                        to entertainment to healthcare to…
                       Only limited by your imagination (and your speed…)
                                   blagger.files.wordpress.com/2008/07/kearney-capabilities.jpg




© 2010 MCorp Consulting, All Rights Reserved                                                      Page 34
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Summary: The future gets here pretty fast…
                Active Users (Millions)




Source: Facebook
© 2010 MCorp Consulting, All Rights Reserved                                         Page 35
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




              Disruption is, well, disruptive.
               But, you’re not alone. Your competitors will gladly disrupt your
               business for you…
                Customization                  Think “sense   The status         Credibility     Data
                will become                    and respond”   quo will           will be         will drive
                routine;                       not “make      change;            challenged      success;
                                               and sell”;                        incessantly;
                It will be                     Your company   These              Positive        Lock it away,
                harder to                      must be much   changes            WOM is your     forget it, or
                sell “mass                     more nimble,   start at the       lifeblood –     ignore it at
                produced”                      fast and       edges of           but criticism   your peril.
                products                       responsive.    industries;        will spread
                and services.                                 be prepared!       faster.




© 2010 MCorp Consulting, All Rights Reserved                                                                     Page 36
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Today’s Presentation
                       Introduction
                       Context: It's (Not) About You
                       Six Disruptive Forces
                       What You Can Do Today
                       Q&A




© 2010 MCorp Consulting, All Rights Reserved                                         Page 37
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




              Think LESS.

                 Learn
                  from your
                                               E                     S               S
                  customers (and
                  remember what
                  they tell you)
                    Is your customer
                     data integrated or
                     in silos?
                    Is it easily and
                     instantly
                     accessible?
                    Do you know what
                     your customers
                     really want and
                     need?
                    Do you encourage
                     and act on
                     customer
                     feedback?




© 2010 MCorp Consulting, All Rights Reserved                                             Page 38
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




              Think LESS.

                 Learn
                  from your
                                               Eliminate S
                                               practices that
                                                                                     S
                  customers (and               waste your
                  remember what                customer’s time,
                  they tell you)               money or effort
                    Is your customer             Do you look
                     data integrated or            at interactions
                     in silos?                     from a customer
                                                   perspective?
                    Is it easily and
                     instantly                    Do you have the
                     accessible?                   right touchpoints,
                                                   in the right
                    Do you know what              places?
                     your customers
                     really want and              Do you view
                     need?                         complaints as
                                                   annoyances or
                    Do you encourage              opportunities?
                     and act on
                     customer                     Do you have a
                     feedback?                     culture obsessed
                                                   with finding and
                                                   solving customer
                                                   problems?

© 2010 MCorp Consulting, All Rights Reserved                                             Page 39
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




              Think LESS.

                 Learn
                  from your
                                               Eliminate Sense
                                               practices that             the needs and
                                                                                                   S
                  customers (and               waste your                 actions of your
                  remember what                customer’s time,           customer, and the
                  they tell you)               money or effort            world around them
                    Is your customer             Do you look               When, where and
                     data integrated or            at interactions            how can you make
                     in silos?                     from a customer            your “senses”
                                                   perspective?               more perceptive?
                    Is it easily and
                     instantly                    Do you have the           Where can sensors
                     accessible?                   right touchpoints,         provide better
                                                   in the right places?       customer
                    Do you know what                                         experiences?
                     your customers               Do you view
                     really want and               complaints as             What do you need
                     need?                         annoyances or              to know to respond
                                                   opportunities?             intelligently to
                    Do you encourage                                         customer actions?
                     and act on                   Do you have a
                     customer                      culture obsessed
                     feedback?                     with finding and
                                                   solving customer
                                                   problems?


© 2010 MCorp Consulting, All Rights Reserved                                                           Page 40
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




              Think LESS.

                 Learn
                  from your
                                               Eliminate Sense
                                               practices that             the needs and
                                                                                                   Simplify
                                                                                                   your customer’s
                  customers (and               waste your                 actions of your          life
                  remember what                customer’s time,           customer, and the
                  they tell you)               money or effort            world around them
                    Is your customer             Do you look               When, where and         Can your
                     data integrated or            at interactions            how can you make         customers get
                     in silos?                     from a customer            your “senses”            what they need
                                                   perspective?               more perceptive?         from you…
                    Is it easily and                                                                  whenever they
                     instantly                    Do you have the           Where can sensors        want, and from
                     accessible?                   right touchpoints,         provide better           wherever they are?
                                                   in the right places?       customer
                    Do you know what                                         experiences?            Do you go the
                     your customers               Do you view                                         extra mile so your
                     really want and               complaints as             What do you need         customer doesn’t
                     need?                         annoyances or              to know to respond       have to?
                                                   opportunities?             intelligently to
                    Do you encourage                                         customer actions?       Is it easier for a
                     and act on                   Do you have a                                       customer to be
                     customer                      culture obsessed                                    loyal than disloyal?
                     feedback?                     with finding and
                                                   solving customer
                                                   problems?


© 2010 MCorp Consulting, All Rights Reserved                                                                                  Page 41
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




              Year-One Action Plan: Think LESS.
                   Next Week:
                    Examine areas that these technologies are already
                    impacting customer experience in your industry.
                   Next 30 Days:
                    Inventory all your existing touchpoints – human, static and
                    interactive. Which are most critical? Who “owns” them?
                   Next 90 Days:
                    Assemble a team, and outline a plan for moving forward;
                    Analyze opportunities for adding “intelligence” beyond
                    marketing and service
                   Next 12 Months:
                    Integrate “intelligent touchpoints” to your transformation
                    roadmap; prioritize Quick-Wins to gain broader support. 0

© 2010 MCorp Consulting, All Rights Reserved
  2009 MCorp Consulting, All Rights Reserved                                         Page 42
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




       “The task is not so much to
        see what no one yet has seen,
        but to think what nobody yet
        has thought about that
        which everybody sees.”
               - Arthur Schopenhauer, 1788-1860



© 2010 MCorp Consulting, All Rights Reserved                                         Page 43
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               Let’s talk.

                                               Michael Hinshaw
                                               Direct: 1-415-526-2651
                                               mhinshaw@mcorpconsulting.com



                                               Bruce Kasanoff
                                               Direct: 1-203-341-9448
                                               bkasanoff@mcorpconsulting.com




© 2010 MCorp Consulting, All Rights Reserved                                         Page 44
Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010




               MCorp Consulting, Inc.
               1-866-526-2655
               www.mcorpconsulting.com




© 2010 MCorp Consulting, All Rights Reserved                                         Page 45

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CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MCorp Consulting

  • 1. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Disruptive Technologies vs. Customer Experience: What You Must Do NOW to Prepare Six reasons to re-think how your business sells to and serves your customers. A CustomerThink Thought Leadership Webinar December 9, 2010; 10 to 11 a.m. Pacific Time © 2010 MCorp Consulting, All Rights Reserved Page 1
  • 2. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Our Speakers Michael Hinshaw Managing Director, MCorp Consulting Bruce Kasanoff Managing Director, Now Possible © 2010 MCorp Consulting, All Rights Reserved Page 2
  • 3. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Today’s Presentation  Introduction  Context: It's (Not) About You  Six Disruptive Forces  What You Can Do Today  Q&A © 2010 MCorp Consulting, All Rights Reserved Page 3
  • 4. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 You want to improve Customer Experience. Where do you stand today? And what do you want to accomplish tomorrow? Today Tomorrow What What What What is… must be… should be… can be... And how To really To become To truly can we meet customer differentiate on improve it? customer centric? experience? needs? © 2010 MCorp Consulting, All Rights Reserved Page 4
  • 5. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 MCorp’s perspective… To transform – not just improve –customer experience, you need to answer these questions: 1. What’s 2. What do happening in our customers our market really want that can and need impact us? from us? Wow. 3. What 4. Where can barriers do we we do better erect to keep than anyone our customers else in our from what they marketspace? want? © 2010 MCorp Consulting, All Rights Reserved Page 5
  • 6. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Let’s look ahead. © 2010 MCorp Consulting, All Rights Reserved Page 6
  • 7. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Today’s Presentation  Introduction  Context: It's (Not) About You  Six Disruptive Forces  What You Can Do Today  Q&A © 2010 MCorp Consulting, All Rights Reserved Page 7
  • 8. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Your Customers…. Don’t really care about you, your company, your products. They don’t care about your hours or locations. How well do you know your customers? They care about themselves. And they (usually) know what they want. © 2010 MCorp Consulting, All Rights Reserved Page 8
  • 9. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Your Customers’ Lives… are Changing These changes impact what customers buy, when they buy, how much they pay, and what they expect of you. This 2 year-old easily manipulates the iPad interface, finding the program she wants and using it in seconds. © 2010 MCorp Consulting, All Rights Reserved Page 9
  • 10. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Your Touchpoints… Need to Change, Too But first – do you know what all your touchpoints are?  Do you know which you control?  Can you rank them all Products by importance? Static Promotion Direct Mail Collateral  Do you have gaps? Contracts Sales  Do you have a plan for Call Center Service migrating from Static to Brand Word-of-Mouth Support Interactive? Customer Experience Human Interactive Blogs Email Social Media Websites Products © 2010 MCorp Consulting, All Rights Reserved Page 10
  • 11. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Your Customer Relationship Lifecycle  You understand customer wants and needs at each stage.  And you know how well your touchpoints meet these needs, driving customers from one stage of your lifecycle to the next… Right…? Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy Pre-Purchase Trial/Purchase Post-Purchase © 2010 MCorp Consulting, All Rights Reserved Page 11
  • 12. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Poll: Where is your organization today? Which best describes your customer experience initiatives… 1. Need to fix what's broken today 2. Trying to better address customer needs 3. Focused on becoming more customer centric 4. Working to truly differentiate on experience 5. We’ve got it nailed Today Tomorrow What What What What is… must be… should be… can be... And how To really To become To truly can we meet customer differentiate on improve it? customer centric? experience? needs? © 2010 MCorp Consulting, All Rights Reserved Page 12
  • 13. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Today’s Presentation  Introduction  Context: It's (Not) About You  Six Disruptive Forces  What You Can Do Today  Q&A © 2010 MCorp Consulting, All Rights Reserved Page 13
  • 14. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 No BS. Actual Exponential Growth 10,000 Devices/Users (MM in Log Scale) 1,000 100 10 1 1MM+ Units Source: Internet Trends 2010 by Morgan Stanley Research © Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina © 2010 MCorp Consulting, All Rights Reserved Page 14
  • 15. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Disruptive Forces and Customer Experience Cloud Services Customer 2. Pervasive Memory Experience 5. Shifting Time Advanced Analytics © 2010 MCorp Consulting, All Rights Reserved Page 15
  • 16. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 1. Social Influence The ability to be credible and trustworthy in the midst of constant interactions between customers, friends and outside “experts.” © 2010 MCorp Consulting, All Rights Reserved Page 16
  • 17. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Social Influence: More, and More Often Global Time Spent: 11/06-12/09 Global Users: 11/06-12/09 250 900 Social Networking Users 800 Surpassed Email = 7/09 200 Global Minutes Per Month (B) Social Networking Usage 700 Global Users (MM) Surpassed Email = 11/07 150 600 100 500 50 Social Social 400 Networking Networking Email Email 0 300 Source: Internet Trends 2010 by Morgan Stanley Research © Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina © 2010 MCorp Consulting, All Rights Reserved Page 17
  • 18. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Social Influence: Impact  It’s going to get easier: for customers to share with others their experiences with your company.  It’s going to get harder: to interact with customers without the - often simultaneous - influence of others. “The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.” - The Cluetrain Manifesto, 1999 © 2010 MCorp Consulting, All Rights Reserved Page 18
  • 19. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 2. Pervasive Memory The ability to remember - and access instantly – individual customer needs, preferences, activities and interactions. (Hint: it's MORE than just remembering transactions). © 2010 MCorp Consulting, All Rights Reserved Page 19
  • 20. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Pervasive Memory: CRM could help. However… Today, companies can remember everything about their customers. But they usually don’t. Customer Satisfaction vs. CRM Investments Percent Millions of Dollars 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Source: ACSI and Gartner Group © 2010 MCorp Consulting, All Rights Reserved Page 20
  • 21. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Pervasive Memory: Impact  Memory is the basis of intelligent behavior.  Memory of shared experiences… that’s what creates bonds between people.  What if companies could remember people as well as people remember people? ( )==$ Those companies will be the ones that grow and thrive. © 2010 MCorp Consulting, All Rights Reserved Page 21
  • 22. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 3. Remote Access The ability to support on-the-fly exchange of information between customer’s devices, corporate systems and others. © 2010 MCorp Consulting, All Rights Reserved Page 22
  • 23. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Remote Access: Growing Faster Connected Devices Growth (US Only) ATT VZ TMO Sprint Others Subscriptions in 000s Source: Chetan Sharma Consulting, © Chetan Sharma Consulting, 2010 © 2010 MCorp Consulting, All Rights Reserved Page 23
  • 24. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Remote Access: Impact  Remote access makes “sense and respond” business processes possible.  With instant access to your databases and to what customers are doing this instant, you can provide services never before possible.  Said another way, it will be nearly impossible for firms that lack remote access to their customers to compete with those who have it. © 2010 MCorp Consulting, All Rights Reserved Page 24
  • 25. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Poll: Are you ready to leverage this technology? We propose to install microphones, motion detectors and language recognition software in your home. We can see you, hear you and identify who you are, and what you’re doing. But - we’ll use these devices to make your life easier, and to provide entertainment services. The cost to you? Between $150 and $400. 1. I am interested 2. I am not interested © 2010 MCorp Consulting, All Rights Reserved Page 25
  • 26. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 1 million people said yes in just 10 days. © 2010 MCorp Consulting, All Rights Reserved Page 26
  • 27. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 4. Digital Sensors The ability to drive innovation through the use of sensors embedded in nearly everything (On, around and even IN you…!) http://www.ece.uah.edu/~jovanov/whrms/figs/whrms_fig1.jpg © 2010 MCorp Consulting, All Rights Reserved Page 27
  • 28. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Digital Sensors: Impact Just a few sensors make the iPhone cool. (Hard to imagine it didn’t exist three years ago). And it's not just iPhones. 2009-2015 Market for MEMS & Sensors in Mobile Phones (M Units) By Product Category, June 2010 Other emerging sensors (?) Silicon microphones Motion sensors Market (M Unites) RF Devices Optical components Source: Yole Developpment, November 2010 - MEMS Executive Congress © 2010 MCorp Consulting, All Rights Reserved Page 28
  • 29. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Digital Sensors: Impact  Sensors were once confined to factories and industrial equipment, but are now being embedded everywhere.  They can measure many things including light, motion, sound, temperature, position, magnetic fields, gravity, humidity, vibration, pressure, and even a wide range of biological states.  Sensors open up incredible opportunities for innovation (Like 283,586 Apps – and counting) © 2010 MCorp Consulting, All Rights Reserved Page 29
  • 30. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 5. Shifting Time The ability to let customers access content and services whenever (and from wherever ) they wish. © 2010 MCorp Consulting, All Rights Reserved Page 30
  • 31. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Shifting Time: Impact  Remember when everyone watched the same TV show at the same time? Or when everyone did their banking between 9 am and 3 pm? No more.  This time-shifting trend will continue to spread, and will change the way both B2B and B2C customer service and sales operate.  “I’m sorry, please call during normal office hours” will be a phrase no business dares utter. © 2010 MCorp Consulting, All Rights Reserved Page 31
  • 32. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 6. Physical Web The ability to help your customers remotely link to, browse and utilize the physical world like they do the Web. © 2010 MCorp Consulting, All Rights Reserved Page 32
  • 33. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Physical Web: Impact  Add up all the points we’ve made so far, and it’s clear we’ll be browsing the real world like we do the Web.  Customers can “bookmark” their favorite picnic spot, parking garage, retailers and more.  Media firms are developing interactive games set in the real world.  Keep track of real things (like your car) in the virtual world. © 2010 MCorp Consulting, All Rights Reserved Page 33
  • 34. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Physical Web: Opportunities  Wiring the world is an exponentially larger opportunity than the Web was.  Opens up immense new service options, from education to entertainment to healthcare to…  Only limited by your imagination (and your speed…) blagger.files.wordpress.com/2008/07/kearney-capabilities.jpg © 2010 MCorp Consulting, All Rights Reserved Page 34
  • 35. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Summary: The future gets here pretty fast… Active Users (Millions) Source: Facebook © 2010 MCorp Consulting, All Rights Reserved Page 35
  • 36. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Disruption is, well, disruptive. But, you’re not alone. Your competitors will gladly disrupt your business for you… Customization Think “sense The status Credibility Data will become and respond” quo will will be will drive routine; not “make change; challenged success; and sell”; incessantly; It will be Your company These Positive Lock it away, harder to must be much changes WOM is your forget it, or sell “mass more nimble, start at the lifeblood – ignore it at produced” fast and edges of but criticism your peril. products responsive. industries; will spread and services. be prepared! faster. © 2010 MCorp Consulting, All Rights Reserved Page 36
  • 37. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Today’s Presentation  Introduction  Context: It's (Not) About You  Six Disruptive Forces  What You Can Do Today  Q&A © 2010 MCorp Consulting, All Rights Reserved Page 37
  • 38. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Think LESS. Learn from your E S S customers (and remember what they tell you)  Is your customer data integrated or in silos?  Is it easily and instantly accessible?  Do you know what your customers really want and need?  Do you encourage and act on customer feedback? © 2010 MCorp Consulting, All Rights Reserved Page 38
  • 39. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Think LESS. Learn from your Eliminate S practices that S customers (and waste your remember what customer’s time, they tell you) money or effort  Is your customer  Do you look data integrated or at interactions in silos? from a customer perspective?  Is it easily and instantly  Do you have the accessible? right touchpoints, in the right  Do you know what places? your customers really want and  Do you view need? complaints as annoyances or  Do you encourage opportunities? and act on customer  Do you have a feedback? culture obsessed with finding and solving customer problems? © 2010 MCorp Consulting, All Rights Reserved Page 39
  • 40. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Think LESS. Learn from your Eliminate Sense practices that the needs and S customers (and waste your actions of your remember what customer’s time, customer, and the they tell you) money or effort world around them  Is your customer  Do you look  When, where and data integrated or at interactions how can you make in silos? from a customer your “senses” perspective? more perceptive?  Is it easily and instantly  Do you have the  Where can sensors accessible? right touchpoints, provide better in the right places? customer  Do you know what experiences? your customers  Do you view really want and complaints as  What do you need need? annoyances or to know to respond opportunities? intelligently to  Do you encourage customer actions? and act on  Do you have a customer culture obsessed feedback? with finding and solving customer problems? © 2010 MCorp Consulting, All Rights Reserved Page 40
  • 41. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Think LESS. Learn from your Eliminate Sense practices that the needs and Simplify your customer’s customers (and waste your actions of your life remember what customer’s time, customer, and the they tell you) money or effort world around them  Is your customer  Do you look  When, where and  Can your data integrated or at interactions how can you make customers get in silos? from a customer your “senses” what they need perspective? more perceptive? from you…  Is it easily and whenever they instantly  Do you have the  Where can sensors want, and from accessible? right touchpoints, provide better wherever they are? in the right places? customer  Do you know what experiences?  Do you go the your customers  Do you view extra mile so your really want and complaints as  What do you need customer doesn’t need? annoyances or to know to respond have to? opportunities? intelligently to  Do you encourage customer actions?  Is it easier for a and act on  Do you have a customer to be customer culture obsessed loyal than disloyal? feedback? with finding and solving customer problems? © 2010 MCorp Consulting, All Rights Reserved Page 41
  • 42. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Year-One Action Plan: Think LESS.  Next Week: Examine areas that these technologies are already impacting customer experience in your industry.  Next 30 Days: Inventory all your existing touchpoints – human, static and interactive. Which are most critical? Who “owns” them?  Next 90 Days: Assemble a team, and outline a plan for moving forward; Analyze opportunities for adding “intelligence” beyond marketing and service  Next 12 Months: Integrate “intelligent touchpoints” to your transformation roadmap; prioritize Quick-Wins to gain broader support. 0 © 2010 MCorp Consulting, All Rights Reserved 2009 MCorp Consulting, All Rights Reserved Page 42
  • 43. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 “The task is not so much to see what no one yet has seen, but to think what nobody yet has thought about that which everybody sees.” - Arthur Schopenhauer, 1788-1860 © 2010 MCorp Consulting, All Rights Reserved Page 43
  • 44. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 Let’s talk. Michael Hinshaw Direct: 1-415-526-2651 mhinshaw@mcorpconsulting.com Bruce Kasanoff Direct: 1-203-341-9448 bkasanoff@mcorpconsulting.com © 2010 MCorp Consulting, All Rights Reserved Page 44
  • 45. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010 MCorp Consulting, Inc. 1-866-526-2655 www.mcorpconsulting.com © 2010 MCorp Consulting, All Rights Reserved Page 45