SlideShare a Scribd company logo
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




Smart Customers,
Stupid Companies
Six reasons to re-think how businesses                                                             Presented at:
sell to and serve their customers                                                                  Visual Media 011
                                                                                                   Presented by:
                                                                                                   Michael Hinshaw
                                                                                                   May 12, 2011




                                                                                    10:47:23 Watched video attached to Pizza Box
                                                                                     10:48:31 Redeemed coupon for Paper Towels
                                                                                           10:48:59 Checked prices for Dog Food
                                                                                   10:49:07 Ordered Dog Food from another store
                                                                                                           10:54:12 Started car
                                                                                         10:54:42 Proceeded west on Main Street
                                                                                             10:55:12 Stopped at House for Sale
                                                                                              10:57:13 Requested Listing Details
                                                                                                  10:57:18 Viewed Listing Details
                                                                                                     10:57:45 Viewed Video Tour
                                                                                            11:02:42 Requested access to house
                                                                                                11:02:49 Security status verified
                                                                                                11:03:32 Entered House for Sale
                                                                                                       11:18:29 Texted husband
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved        11:18:57 (Husband accessed online tour)     Page 1
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Today’s Presentation
                       Context
                       Introduction
                       Six Disruptive Forces
                       Act SMART
                       Q&A




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 2
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Context: Touchpoints
                     How do you touch your customers?
                     And how do they touch you?
                                                                       Products
                                                                      Promotion     Static
                                                                      Direct Mail
                                                                      Collateral
                                                                      Contracts

                                                                                                 Sales
                                                                                              Call Center
                                                                                                Service
                                                                                             Word-of-Mouth
                                                    Brand                                      Support
                                                                                Customer
                                                                               Experience
                                                                                                     Human


                                         Interactive                    Blogs
                                                                        Email
                                                                     Social Media
                                                                      Websites
                                                                       Products



© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                             Page 3
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Context: Lifecycle
                When do you touch your customers?
                And what happens when you do?


           Awareness                Knowledge            Consideration             Selection   Satisfaction   Loyalty   Advocacy




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                                   Page 4
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Today’s Presentation
                       Context
                       Introduction
                       Six Disruptive Forces
                       Act SMART
                       Q&A




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 5
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




                   Customer’s are unhappier than ever.
                   Customer’s are unhappier than ever.
                                                       “Everyone knows that the contemporary
                                                              customer is mad as hell...”1




                                                                                                                            After a single bad experience,
                                                                                                                            82 percent will simply…
                                                                                                                                       Leave.

                     1) http://www.newyorker.com/talk/financial/2010/09/06/100906ta_talk_surowiecki#ixzz1GmOMdLrr
                    2) 2010 Customer Experience Impact: North America 2010, RightNow Technologies and Harris Interactive;
1) 2010 Customer Experience Impact: North America 2010, RightNow Technologies and Harris Interactive;


© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                                                             Page 6
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               But they – we all – are getting “smarter”
                Welcome to your (and your company, and your client’s) new world




1) Time Magazine, December 2006

© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 7
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              No manuals. No keyboards. No limits.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 8
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              No manuals. No keyboards. No limits.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 9
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




                    Where’s this all going?


© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 10
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




          “In most organizations,
           change only comes in
           two flavors: trivial and
           traumatic.”
             - Gary Hamel, Wall Street Journal, Sept. 29, 2009




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 11
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Today, we are not discussing trivial changes




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 12
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 13
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                                           Page 14
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               The balance is shifting...




                                                                                   companies
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved               Page 15
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




                 But most established companies just don’t get it.
                  Six Industries with lowest-ranked customer experiences….

                 6.                                                            5.                                  4.
                 Airlines                                                      Wireless                            PC
                                                                               Service                             Manufacturers
                                                                               Providers
                 3.                                                            2.                                  1.
                 Internet                                                      TV Service                          Health
                 Service                                                       Providers                           Insurance
                 Providers                                                                                         Plans
Forrester Research, The Customer Experience Index 2001; Bottom 6 CxPi Scores Across 13 Industries; January, 2011

© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                                   Page 16
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Stupid Company: “Fly the friendly skies…”?




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 17
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Smart Company: “This is how to fly…”




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 18
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Today’s Presentation
                       Context
                       Introduction
                       Six Disruptive Forces
                       Act SMART
                       Q&A




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 19
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Disruptive Forces and Customer Experience




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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                           Page 20
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 21
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




                 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
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                                                                 Page 22
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                     Page 23
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               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).




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 24
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                   Page 25
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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.



© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved           Page 26
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 27
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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

© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                         Page 28
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 29
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Cool or not?
               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? About $150.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 30
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              1 million people said yes in just 10 days.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 31
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                               Page 32
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                       Page 33
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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 366,554 Apps for Apple alone– and counting)




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 34
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 35
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 36
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 37
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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.
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved         Page 38
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                 Page 39
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




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




Source: Facebook
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 40
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              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.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                                  Page 41
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Today’s Presentation
                       Context
                       Introduction
                       Six Disruptive Forces
                       Act SMART
                       Q&A




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 42
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R   T
              Segment Modularize Anticipate Reward          Tailor
              customers capabilities customer employees touchpoints
                                       needs
              …by needs, into the smallest possible groups.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved               Page 43
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R         T
              Segment Modularize Anticipate                                            Reward    Tailor
              customers capabilities customer                                          employees touchpoints
                                     needs
                  Do you know what your customers really want and need?
                  Is their a shared understanding of who your most
                   valuable customers are?
                  Do you understand customer buying behaviors, value
                   potential, product affinities and lifestyle preferences?
                  Is your customer data integrated and easily accessible,
                   or is it in silos?


© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                           Page 44
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R   T
              Segment Modularize Anticipate Reward              Tailor
              customers capabilities customer employees touchpoints
                                          needs
              …to increase your flexibility and responsiveness.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved               Page 45
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R         T
              Segment Modularize Anticipate                                            Reward    Tailor
              customers capabilities customer                                          employees touchpoints
                                     needs
                  Do you understand the common needs that all your
                   customers have? And the unique needs each segment has?
                  Have you begun exploring “mass customization” as you
                   design and deliver products, services and experiences?
                  Do you leverage customer feedback to design experiences?
                  Do your product development and customer service teams
                   have “employee” or “entrepreneurial” mindsets?


© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                           Page 46
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R   T
              Segment Modularize Anticipate Reward             Tailor
              customers capabilities customer employees touchpoints
                                      needs
              …by understanding the data surrounding your customers.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved               Page 47
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R         T
              Segment Modularize Anticipate                                            Reward    Tailor
              customers capabilities customer                                          employees touchpoints
                                     needs
                  Do you encourage and act on customer feedback?
                  What do you need to know to respond intelligently to
                   customer actions?
                  Do you look at interactions from a customer perspective?
                  Where can feedback (VoC, Sensors, CRM, CEM) help you
                   better understand customer needs – and provide better
                   customer experiences?


© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                           Page 48
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A            R                 T
              Segment Modularize Anticipate Reward             Tailor
              customers capabilities customer employees touchpoints
                                       needs
              …and give them tools to help your company act SMART.
                                              Hiring                               Onboarding        Rewards

                                             Criteria                               Training         Structured


                                           Alignment                                 Values         Unstructured


                                             Process                                 Roles          Recognition



© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                                      Page 49
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R         T
              Segment Modularize Anticipate                                            Reward    Tailor
              customers capabilities customer                                          employees touchpoints
                                     needs
                  Does your employee onboarding process help new hires
                   understand their role in serving customers?
                  Are your reward structures in alignment with the needs
                   and desired actions of your most valuable customers?
                  Have you (reasonably) empowered your employees to solve
                   customer problems, to improve customer experiences?
                  Do you have a culture obsessed with finding and solving
                   customer problems?

© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                           Page 50
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R   T
              Segment Modularize Anticipate Reward            Tailor
              customers capabilities customer employees touchpoints
                                     needs
              …to meet customer needs, and exceed expectations.




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved               Page 51
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




              Act SMART: Catch up to (and keep up with) your customers

              S                               M                                    A   R         T
              Segment Modularize Anticipate                                            Reward    Tailor
              customers capabilities customer                                          employees touchpoints
                                     needs
                  Can your customers get what they need from you…
                   whenever they want, and from wherever they are?
                  Do you leverage tools like “product configurators” that
                   allow customers to customize your offerings?
                  Have you considered “co-creation?”
                  Do you have the right touchpoints, in the right places?
                  Do touchpoints address desired functionality, and take
                   customer feelings (wants, needs, perceptions) into account?
© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved                           Page 52
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




               Year-One Action Plan: Act SMART
                     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.

© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved
  2009 MCorp Consulting, All Rights Reserved                                        Page 53
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




          “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



© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 54
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




                Any questions?




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 55
Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011




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




© 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved   Page 56

More Related Content

More from Michael Hinshaw, CEO McorpCX

Webinar: Employee Experience and the (Digital) Future of Work
Webinar: Employee Experience and the (Digital) Future of WorkWebinar: Employee Experience and the (Digital) Future of Work
Webinar: Employee Experience and the (Digital) Future of Work
Michael Hinshaw, CEO McorpCX
 
The Impact of Emotion on the Customer Journey (And How to Make Customers Smil...
The Impact of Emotion on the Customer Journey (And How to Make Customers Smil...The Impact of Emotion on the Customer Journey (And How to Make Customers Smil...
The Impact of Emotion on the Customer Journey (And How to Make Customers Smil...
Michael Hinshaw, CEO McorpCX
 
How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)
Michael Hinshaw, CEO McorpCX
 
MCorpCX Webinar Nov 2019 | Boost Ypur CX ROI with CX Tech in 2020
MCorpCX Webinar Nov 2019 | Boost Ypur CX ROI with CX Tech in 2020MCorpCX Webinar Nov 2019 | Boost Ypur CX ROI with CX Tech in 2020
MCorpCX Webinar Nov 2019 | Boost Ypur CX ROI with CX Tech in 2020
Michael Hinshaw, CEO McorpCX
 
MCorpCX Webinar Sept 2019 | From Journey Maps to Real Experiences
MCorpCX Webinar Sept 2019 | From Journey Maps to Real ExperiencesMCorpCX Webinar Sept 2019 | From Journey Maps to Real Experiences
MCorpCX Webinar Sept 2019 | From Journey Maps to Real Experiences
Michael Hinshaw, CEO McorpCX
 
Proving ROI on Customer Experience | McorpCX
Proving ROI on Customer Experience | McorpCXProving ROI on Customer Experience | McorpCX
Proving ROI on Customer Experience | McorpCX
Michael Hinshaw, CEO McorpCX
 
Understanding Touchpoints and Your Customer Relationship Lifecycle | McorpCX
Understanding Touchpoints and Your Customer Relationship Lifecycle | McorpCXUnderstanding Touchpoints and Your Customer Relationship Lifecycle | McorpCX
Understanding Touchpoints and Your Customer Relationship Lifecycle | McorpCX
Michael Hinshaw, CEO McorpCX
 
Act SMART: A Five-Step System to Better Anticipate, Meet, and Exceed the Expe...
Act SMART: A Five-Step System to Better Anticipate, Meet, and Exceed the Expe...Act SMART: A Five-Step System to Better Anticipate, Meet, and Exceed the Expe...
Act SMART: A Five-Step System to Better Anticipate, Meet, and Exceed the Expe...
Michael Hinshaw, CEO McorpCX
 
CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MC...
CustomerThink Webinar: Disruptive Technologies vs. Customer Experience  |  MC...CustomerThink Webinar: Disruptive Technologies vs. Customer Experience  |  MC...
CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MC...
Michael Hinshaw, CEO McorpCX
 
Touchpoints: a Customer Experience Story | MCorp Consulting
Touchpoints: a Customer Experience Story | MCorp ConsultingTouchpoints: a Customer Experience Story | MCorp Consulting
Touchpoints: a Customer Experience Story | MCorp Consulting
Michael Hinshaw, CEO McorpCX
 

More from Michael Hinshaw, CEO McorpCX (10)

Webinar: Employee Experience and the (Digital) Future of Work
Webinar: Employee Experience and the (Digital) Future of WorkWebinar: Employee Experience and the (Digital) Future of Work
Webinar: Employee Experience and the (Digital) Future of Work
 
The Impact of Emotion on the Customer Journey (And How to Make Customers Smil...
The Impact of Emotion on the Customer Journey (And How to Make Customers Smil...The Impact of Emotion on the Customer Journey (And How to Make Customers Smil...
The Impact of Emotion on the Customer Journey (And How to Make Customers Smil...
 
How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)
 
MCorpCX Webinar Nov 2019 | Boost Ypur CX ROI with CX Tech in 2020
MCorpCX Webinar Nov 2019 | Boost Ypur CX ROI with CX Tech in 2020MCorpCX Webinar Nov 2019 | Boost Ypur CX ROI with CX Tech in 2020
MCorpCX Webinar Nov 2019 | Boost Ypur CX ROI with CX Tech in 2020
 
MCorpCX Webinar Sept 2019 | From Journey Maps to Real Experiences
MCorpCX Webinar Sept 2019 | From Journey Maps to Real ExperiencesMCorpCX Webinar Sept 2019 | From Journey Maps to Real Experiences
MCorpCX Webinar Sept 2019 | From Journey Maps to Real Experiences
 
Proving ROI on Customer Experience | McorpCX
Proving ROI on Customer Experience | McorpCXProving ROI on Customer Experience | McorpCX
Proving ROI on Customer Experience | McorpCX
 
Understanding Touchpoints and Your Customer Relationship Lifecycle | McorpCX
Understanding Touchpoints and Your Customer Relationship Lifecycle | McorpCXUnderstanding Touchpoints and Your Customer Relationship Lifecycle | McorpCX
Understanding Touchpoints and Your Customer Relationship Lifecycle | McorpCX
 
Act SMART: A Five-Step System to Better Anticipate, Meet, and Exceed the Expe...
Act SMART: A Five-Step System to Better Anticipate, Meet, and Exceed the Expe...Act SMART: A Five-Step System to Better Anticipate, Meet, and Exceed the Expe...
Act SMART: A Five-Step System to Better Anticipate, Meet, and Exceed the Expe...
 
CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MC...
CustomerThink Webinar: Disruptive Technologies vs. Customer Experience  |  MC...CustomerThink Webinar: Disruptive Technologies vs. Customer Experience  |  MC...
CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MC...
 
Touchpoints: a Customer Experience Story | MCorp Consulting
Touchpoints: a Customer Experience Story | MCorp ConsultingTouchpoints: a Customer Experience Story | MCorp Consulting
Touchpoints: a Customer Experience Story | MCorp Consulting
 

Recently uploaded

L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023
SPATPortToamasina
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Satta Matka Dpboss Kalyan Matka Results
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Niswey
 
Kanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR ReportKanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR Report
Helen Meek
 
8328958814KALYAN MATKA | MATKA RESULT | KALYAN
8328958814KALYAN MATKA | MATKA RESULT | KALYAN8328958814KALYAN MATKA | MATKA RESULT | KALYAN
8328958814KALYAN MATKA | MATKA RESULT | KALYAN
➑➌➋➑➒➎➑➑➊➍
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
Cambridge Product Management Network
 
Stainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers ChennaiStainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers Chennai
ConveyorSystem
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
Eternity Paralegal Services
 
Truck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers ChennaiTruck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers Chennai
ConveyorSystem
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
HajeJanKamps
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
advik4387
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
Arijit Dutta
 
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdfNewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
Khaled Al Awadi
 
CULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for dukeCULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for duke
ZevinAttisha
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani case
 
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptxEasy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Fx Lotus
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
concepsionchomo153
 
Enhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: IntroductionEnhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: Introduction
Cor Verdouw
 

Recently uploaded (20)

L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023L'indice de performance des ports à conteneurs de l'année 2023
L'indice de performance des ports à conteneurs de l'année 2023
 
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka ResultsKalyan Chart Satta Matka Dpboss Kalyan Matka Results
Kalyan Chart Satta Matka Dpboss Kalyan Matka Results
 
IMG_20240615_091110.pdf dpboss guessing
IMG_20240615_091110.pdf dpboss  guessingIMG_20240615_091110.pdf dpboss  guessing
IMG_20240615_091110.pdf dpboss guessing
 
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...
 
Kanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR ReportKanban Coaching Exchange with Dave White - Example SDR Report
Kanban Coaching Exchange with Dave White - Example SDR Report
 
8328958814KALYAN MATKA | MATKA RESULT | KALYAN
8328958814KALYAN MATKA | MATKA RESULT | KALYAN8328958814KALYAN MATKA | MATKA RESULT | KALYAN
8328958814KALYAN MATKA | MATKA RESULT | KALYAN
 
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
2024.06 CPMN Cambridge - Beyond Now-Next-Later.pdf
 
Stainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers ChennaiStainless Steel Conveyor Manufacturers Chennai
Stainless Steel Conveyor Manufacturers Chennai
 
Pro Tips for Effortless Contract Management
Pro Tips for Effortless Contract ManagementPro Tips for Effortless Contract Management
Pro Tips for Effortless Contract Management
 
Truck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers ChennaiTruck Loading Conveyor Manufacturers Chennai
Truck Loading Conveyor Manufacturers Chennai
 
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdfPDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
PDT 99 - $3.5M - Seed - Feel Therapeutics.pdf
 
High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15High-Quality IPTV Monthly Subscription for $15
High-Quality IPTV Monthly Subscription for $15
 
AI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your BusinessAI Transformation Playbook: Thinking AI-First for Your Business
AI Transformation Playbook: Thinking AI-First for Your Business
 
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdfNewBase 20 June 2024  Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
NewBase 20 June 2024 Energy News issue - 1731 by Khaled Al Awadi_compressed.pdf
 
CULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for dukeCULR Spring 2024 Journal.pdf testing for duke
CULR Spring 2024 Journal.pdf testing for duke
 
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan ChartSatta Matka Dpboss Kalyan Matka Results Kalyan Chart
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
 
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
Adani Group's Active Interest In Increasing Its Presence in the Cement Manufa...
 
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptxEasy Earnings Through Refer and Earn Apps Without KYC.pptx
Easy Earnings Through Refer and Earn Apps Without KYC.pptx
 
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
欧洲杯投注-欧洲杯投注外围盘口-欧洲杯投注盘口app|【​网址​🎉ac22.net🎉​】
 
Enhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: IntroductionEnhancing Adoption of AI in Agri-food: Introduction
Enhancing Adoption of AI in Agri-food: Introduction
 

Smart Customers, Stupid Companies: The New World of Customer Experience | MCorp Consulting

  • 1. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Smart Customers, Stupid Companies Six reasons to re-think how businesses Presented at: sell to and serve their customers Visual Media 011 Presented by: Michael Hinshaw May 12, 2011 10:47:23 Watched video attached to Pizza Box 10:48:31 Redeemed coupon for Paper Towels 10:48:59 Checked prices for Dog Food 10:49:07 Ordered Dog Food from another store 10:54:12 Started car 10:54:42 Proceeded west on Main Street 10:55:12 Stopped at House for Sale 10:57:13 Requested Listing Details 10:57:18 Viewed Listing Details 10:57:45 Viewed Video Tour 11:02:42 Requested access to house 11:02:49 Security status verified 11:03:32 Entered House for Sale 11:18:29 Texted husband © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved 11:18:57 (Husband accessed online tour) Page 1
  • 2. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today’s Presentation  Context  Introduction  Six Disruptive Forces  Act SMART  Q&A © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 2
  • 3. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Context: Touchpoints  How do you touch your customers?  And how do they touch you? Products Promotion Static Direct Mail Collateral Contracts Sales Call Center Service Word-of-Mouth Brand Support Customer Experience Human Interactive Blogs Email Social Media Websites Products © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 3
  • 4. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Context: Lifecycle When do you touch your customers? And what happens when you do? Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 4
  • 5. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today’s Presentation  Context  Introduction  Six Disruptive Forces  Act SMART  Q&A © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 5
  • 6. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Customer’s are unhappier than ever. Customer’s are unhappier than ever. “Everyone knows that the contemporary customer is mad as hell...”1 After a single bad experience, 82 percent will simply… Leave. 1) http://www.newyorker.com/talk/financial/2010/09/06/100906ta_talk_surowiecki#ixzz1GmOMdLrr 2) 2010 Customer Experience Impact: North America 2010, RightNow Technologies and Harris Interactive; 1) 2010 Customer Experience Impact: North America 2010, RightNow Technologies and Harris Interactive; © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 6
  • 7. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 But they – we all – are getting “smarter” Welcome to your (and your company, and your client’s) new world 1) Time Magazine, December 2006 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 7
  • 8. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 No manuals. No keyboards. No limits. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 8
  • 9. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 No manuals. No keyboards. No limits. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 9
  • 10. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Where’s this all going? © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 10
  • 11. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 “In most organizations, change only comes in two flavors: trivial and traumatic.” - Gary Hamel, Wall Street Journal, Sept. 29, 2009 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 11
  • 12. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today, we are not discussing trivial changes © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 12
  • 13. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 13
  • 14. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 14
  • 15. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 The balance is shifting... companies © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 15
  • 16. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 But most established companies just don’t get it. Six Industries with lowest-ranked customer experiences…. 6. 5. 4. Airlines Wireless PC Service Manufacturers Providers 3. 2. 1. Internet TV Service Health Service Providers Insurance Providers Plans Forrester Research, The Customer Experience Index 2001; Bottom 6 CxPi Scores Across 13 Industries; January, 2011 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 16
  • 17. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Stupid Company: “Fly the friendly skies…”? © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 17
  • 18. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Smart Company: “This is how to fly…” © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 18
  • 19. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today’s Presentation  Context  Introduction  Six Disruptive Forces  Act SMART  Q&A © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 19
  • 20. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Disruptive Forces and Customer Experience Cloud Services Customer 2. Pervasive Memory Experience 5. Shifting Time Advanced Analytics © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 20
  • 21. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 1. Social influence The ability to be credible and trustworthy in the midst of constant interactions between customers, friends and outside “experts.” © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 21
  • 22. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 22
  • 23. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 23
  • 24. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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). © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 24
  • 25. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 25
  • 26. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 26
  • 27. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 3. Remote Access The ability to support on-the-fly exchange of information between customer’s devices, corporate systems and others. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 27
  • 28. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 28
  • 29. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 29
  • 30. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Cool or not? 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? About $150. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 30
  • 31. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 1 million people said yes in just 10 days. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 31
  • 32. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 32
  • 33. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 33
  • 34. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 366,554 Apps for Apple alone– and counting) © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 34
  • 35. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 5. Shifting Time The ability to let customers access content and services whenever (and from wherever ) they wish. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 35
  • 36. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 36
  • 37. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 6. Physical Web The ability to help your customers remotely link to, browse and utilize the physical world like they do the Web. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 37
  • 38. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 38
  • 39. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 39
  • 40. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Summary: The future gets here pretty fast… Active Users (Millions) Source: Facebook © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 40
  • 41. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 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. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 41
  • 42. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Today’s Presentation  Context  Introduction  Six Disruptive Forces  Act SMART  Q&A © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 42
  • 43. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …by needs, into the smallest possible groups. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 43
  • 44. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Do you know what your customers really want and need?  Is their a shared understanding of who your most valuable customers are?  Do you understand customer buying behaviors, value potential, product affinities and lifestyle preferences?  Is your customer data integrated and easily accessible, or is it in silos? © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 44
  • 45. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …to increase your flexibility and responsiveness. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 45
  • 46. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Do you understand the common needs that all your customers have? And the unique needs each segment has?  Have you begun exploring “mass customization” as you design and deliver products, services and experiences?  Do you leverage customer feedback to design experiences?  Do your product development and customer service teams have “employee” or “entrepreneurial” mindsets? © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 46
  • 47. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …by understanding the data surrounding your customers. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 47
  • 48. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Do you encourage and act on customer feedback?  What do you need to know to respond intelligently to customer actions?  Do you look at interactions from a customer perspective?  Where can feedback (VoC, Sensors, CRM, CEM) help you better understand customer needs – and provide better customer experiences? © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 48
  • 49. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …and give them tools to help your company act SMART. Hiring Onboarding Rewards Criteria Training Structured Alignment Values Unstructured Process Roles Recognition © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 49
  • 50. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Does your employee onboarding process help new hires understand their role in serving customers?  Are your reward structures in alignment with the needs and desired actions of your most valuable customers?  Have you (reasonably) empowered your employees to solve customer problems, to improve customer experiences?  Do you have a culture obsessed with finding and solving customer problems? © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 50
  • 51. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs …to meet customer needs, and exceed expectations. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 51
  • 52. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Act SMART: Catch up to (and keep up with) your customers S M A R T Segment Modularize Anticipate Reward Tailor customers capabilities customer employees touchpoints needs  Can your customers get what they need from you… whenever they want, and from wherever they are?  Do you leverage tools like “product configurators” that allow customers to customize your offerings?  Have you considered “co-creation?”  Do you have the right touchpoints, in the right places?  Do touchpoints address desired functionality, and take customer feelings (wants, needs, perceptions) into account? © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 52
  • 53. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Year-One Action Plan: Act SMART  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. © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved 2009 MCorp Consulting, All Rights Reserved Page 53
  • 54. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 “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 © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 54
  • 55. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 Any questions? © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 55
  • 56. Smart Customers, Stupid Companies | Visual Media 011 | May 12, 2011 MCorp Consulting, Inc. 1-866-526-2655 www.mcorpconsulting.com © 2011 MCorp Consulting, Michael Hinshaw and Bruce Kasanoff. All Rights Reserved Page 56