Mobile and social are changing the way we communicate. The impact on brands will be significant, with many not being able to adapt due to a misdiagnosis of this change, the underlying cause, and how best to respond.

1. mobile + social
the transformation of consumer-
business communications

2. OUTLOOK
• We are going through an unprecedented period of change in consumer
behavior and communication preference
• The tactics, processes, and systems employed by the enterprise is making the
situation worse, not better
• A new crop of brands will evolve to own the customer’s mindshare (and
their $$$)
2 drumbi.com

3. EVOLUTION OF METHODS AND CHANNELS
First public First cell phone call is made
demonstration of the
telegraph First text message sent
The telephone is invented
1844 1866 1876 1971 1973 1984 1992 1993
1st Permanent telegraph First commercial cell 1st commercial text
cable laid across Atlantic First e-mail is sent phone is made message sent
available
3 drumbi.com

4. FASTER PACE OF CHANGE
• 2004 – Facebook is launched
• 2005 – Launch of geo-based services
• 2006 – Twitter is launched
• 2012
o Smartphones are the new standard
o ~1b FB users
o 1 in 4 people check their smartphone every 10 minutes
o 40m people check-in
o Voicemail is dying we are wrapping asynchronous
communications around
synchronous interactions!
o Landlines are dying
4 drumbi.com

5. HOW IT IS TODAY
THE
CURRENT
ENTERPRISE Scripts and repeatable
Hard-wired through processes, not about
automation authenticity or context
Designed from the
enterprise out
And…its designed for this…
5 drumbi.com

6. • area codes are not an indicator of • we used to pick it up
your location the moment it rang, no
• designed for you to listen, and input longer true
data at the same time • no opportunity for
context sharing
6 drumbi.com

7. THE CUSTOMER EXPERIENCE BAR HAS BEEN RAISED
apps, personalized for
connected, WiFi and us, allowing us to
cellular, with the ability to shift learn, explore and engage
from connected to disconnected
context, knowing what our
friends and community are
doing, and sharing our own
experiences
SMS, FB, Twitter, compliment
ing voice calls, all slowly
killing voice mail
7 drumbi.com

8. THE A.D.D.’ing OF CONSUMERS
8 drumbi.com

9. AND THE RESPONSE
multiple games, as many as
play when you want to, not you like
when you have to
its about engagement, not
winning
social is built in, not an after-
thought
9 drumbi.com

10. THE PROPER FRAMEWORK
Corporate CXO’s and call center managers have a fundamental misconception about mobile and
social, often times considering them as “channels” for interaction. THEY ARE NOT!
voice
web
tablet mobile social
email SMS
channel form-factor engagement
In our view, mobile is THE form-factor (increasingly). Social is tied to EVERY interaction (a call,
physical visit, search, and even phone calls).
10 drumbi.com

11. DRIVERS
ASYNCHRONOUS
COMMUNICATIONS
MOBILITY
CONTEXT
AUTHENTICITY COMMUNITY/SOCIAL
11 drumbi.com

12. ASYNCHRONOUS COMMUNICATIONS
• Customers are moving to asynchronous communications
• Systems and process are setup for synchronous
• Khan Academy, Udemy, Coursera are booming, while college enrollment is flat
• We don’t leave voicemail, we text and ask “When can you chat?”
• The irony is that both enterprise and consumers want this
12 drumbi.com

13. MOBILITY
• Mobile ≠ APP
• Mobile > APP
• Yes, your customer is calling from a mobile, web enabled device
• Yes, your employees and partners prefer their device, apps and channels over
your self-service portal
• Our response has been to develop and launch apps, SMS solutions, chat, FB
pages, Twitter...largely reacting to market forces
• The problem is that offering too many choices without clearly understanding
the benefits for customers and knowing how to tailor the experience for
mobile will actually weaken KPIs
13 drumbi.com

14. COMMUNITY
• We prefer “community” to social
• “It’s all about LIKES and fans!” = Disaster
• Focus on short-term ROI is misguided
• It’s a layer for every touch-point, from voice, to the Web, to the point of
purchase
• Addresses two key issues, and has direct tie to authenticity
14 drumbi.com

15. LATENCY: THE TIME EQUATION
• Knowledge is being formed, documented, and propagated outside the
enterprise
• Brand ambassadors, communities, user groups
• KM was designed for enterprise-formed knowledge
• Moderated, structured, scheduled
• The enterprise is reacting to speed
15 drumbi.com

16. REACH: THE WORKFORCE EQUATION
• Users helping users
• Knowledge workers outside the call center
• JIT expertise
• Social recommendations will out-perform search
• The solution is to listen to the community, and give them what they want (it’s
not about $$$ or prizes)
16 drumbi.com

17. “SPEED OVER AUTHENTICITY“
• Forget avatars and bots. When we want to connect with people, we want to
talk
• I will tell you who I am...tell me who you are
• It’s important that you acknowledge that I’ve been heard, by a real person
• An auto-response email is NOT the answer
• Opportunity for goodwill, or an enemy
17 drumbi.com

18. OUTLOOK
• Our view is that the current pace of customer transformation is unlike anything
recorded in history
• Much like other transformational events, new leaders will emerge
• The results will be devastating for some (remember Sony? Borders?
Blockbuster?), and create a windfall for others (i.e. Uber, Geico, ZipCar,
USAA, JetBlue)
• Massive new opportunity for enterprise solution providers who embrace
the change, and create new experiences for their customer’s customer
18 drumbi.com

19. CONTACT
www.facebook.com/getdrumbi www.twitter.com/getdrumbi www.drumbi.com
Address: 9541 Irvine Center Drive
Irvine, CA 92618
Cell: 949-400-6556
E-Mail: shervin@drumbi.com
19 drumbi.com