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About Steven
Three time bestselling author (foto’s
drie boeken)
International keynote speaker
Entrepreneur (logo’s, Nexxworks,
Zembro, Snackbytes)
www.stevenvanbelleghem.com
1

The impact of technology
on customer behavior
Invisible for users
Impact on users
Sensors
collecting data
Behind the
scenes robots
WiFi everywhere
Machine learning
Data analytics
Faster than real
time service
Just for you
Personalization
Automation of
everyday life
Invisible for users
Impact on users
Sensors
collecting data
Machine learning
Data analytics
Autonomous vehicles
use data, sensors and
machine learning to
create a fantastic user
experience
Invisible for users
Impact on users
Sensors
collecting data
WiFi everywhere
Data analytics
Airports where you don’t need to
wait for your luggage,
automated traffic lights and
parking control are just a few
examples of new user
experiences in smart cities
thanks to invisible technologies
Invisible for users
Impact on users
WiFi everywhereData analytics
Radiomaze
uses existing
WiFi signals to
install an
automated
security system.
Invisible for users
Impact on users
WiFi everywhereData analytics
Sensors
collecting data
Bron: NCTA
The Internet of Everything is not about
connecting products with the web, it is
about creating a new customer experience
Automated
Personalized
Faster than real time
Enhanced experiences
More
personalized
service
More accurate
information
available
Easier interfaces
Automated
experience
…
Evolution of customer experiences
1. Offline customer
experience
2. Digital customer
experience
3. Mixed reality experiences
Two huge markets: Virtual Reality and Mixed Reality
Virtual reality is an entirely new
virtual environment
Mixed reality adds virtual
information to the real world
Towards Mixed Reality Customer experiences
Hier foto’s van Meta, Hololens en andere augmented
reality toestellen (geen oculus of andere Virtual
Reality spullen)
Impact of mixed reality on customer experience
Customer House
Customer Service
Rep Visit
Company HQ
Top technical expert
Add Mixed Reality
Your top technical experts do not need to
visit all the customers at home; they can
advise multiple service reps via mixed-
reality tools
New experiences thanks to automation
visuals met robots, driverless cars, drones….
Technology is enabling consumers to become entrepreneurs by
lowering entry barriers and giving them access to a network.
Physical products will soon transform into data
met visuals met sensors, camera’s,
smart devices….
We are entering a world of RADICAL TRANSPARENCY
Health data will help
you live a healthier life
Map data will help you
improve mobility
Shopping data will
result in truly
personalized offers
…
Leading towards changing CUSTOMER behavior
Faster than real time
Zero tolerance for digital failure
Perfect information
Intuitive user interfaces
On-demand services
Personalized offerings
…
Mobile First
Data
Expertise
Boundless
Experiences
Platform
Thinking
Participation
5 Pillars to make your Customer Relations Future-Proof
Mobile First
Data
Expertise
Boundless
Experiences
Platform
Thinking
Participation
Mobile first is not about responsive design.
It is NOT about a new device.
Mobile First
Data
Expertise
Boundless
Experiences
Platform
Thinking
Participation
Marketing is becoming

CONSUMER SCIENCE
Not just data capturing in the digital world anymore
Products are becoming digital and are starting to collect
data.
Products are coming to life!
Belgian fashion retailer JBC now tags all of its clothes with RFID chips. The
generated data improve their logistical and purchasing processes. This
technology is invisible to clients but the benefits are clear: faster and better
in-store service
Fantastic story: Schindler, leader in the elevator market, wants to create the
perfect 'passenger experience' for people in an elevator
Sensors help to make sure elevators are never out of order. They also help
with predictive maintenance, which is a crucial step towards creating the
perfect passenger experience.
“By 2020, all our products will be connected with the web and with each
other”
Hier beelden van hun telefoons, televisies, maar
ook hun wasmachines, frigo’s, stofzuigrobots….
But make no mistake!
The winners will be the experts in data
management!
A crucial data philosophy:
Return for the USER > Return for the Company
Mobile First
Data
Expertise
Boundless
Experiences
Platform
Thinking
Participation
Making life fast, easy and fun for customers
Uber owes its success largely to the fact that you 'don't
have to pay. Automating the hustle of payment is
probably the smartest thing Uber did.
Towards a fully automated and faster-than-real-time
customer experience
“We’ll make sure that people won’t have to think about day to day operational
tasks anymore. ”
Mobile First
Data
Expertise
Boundless
Experiences
Platform
Thinking
Participation
It’s not just about building a product, it is also about building a
platform to scale the product rapidly.
Zalando as the amazon web
services of the retail industry
Platform thinking: Turning your brand into a service platform
Mobile First
Data
Expertise
Boundless
Experiences
Platform
Thinking
Participation
Double participation
Customer
Participation
Employee
Participation
Mobile First
Data
Expertise
Boundless
Experiences
Platform
Thinking
Participation
How would you rate your company on each of these pillars?
Mobile First
Data
Expertise
Boundless
Experiences
Platform
Thinking
Participation
Cases of companies that are building their
customer relations on these 5 pillars
Cases of companies that are building their
customer relations on these 5 pillars Overused example: Uber
Mobile
First
Data
Expertise
Boundles
s
Experien
ces
Platform
Thinking
Participa
tion
Uber is mobile only
Using data to optimize routes + customer & driver selection
Push 1 button and the magic happens
Other companies can use the network, e.g. Home Depot
Drivers are often consumers
Cases of companies that are building their
customer relations on these 5 pillars Technology example: Samsung
Mobile
First
Data
Expertise
Boundles
s
Experien
ces
Platform
Thinking
Participa
tion
Connecting all devices by 2020 and creating
their own mobile product line
Driver in the IoT world, creating oil wells through data
Creating faster than real time customer applications
Other companies can tap into the smart home solutions
Development community using their platforms
Cases of companies that are building their
customer relations on these 5 pillars Big corporate example: KBC Belgium
Mobile
First
Data
Expertise
Boundles
s
Experien
ces
Platform
Thinking
Participa
tion
Leading the market through mobile
applications
Consumer science: real-life A/B test to create the best
platforms
Extreme user-friendly websites and online tools
Created a start-up platform: start-it
Marketing campaigns to involve entrepreneurs and their
customers in finding business opportunities
Cases of companies that are building their
customer relations on these 5 pillars
Start-up example: Kiwi.ki: creating keyless entrance to houses and buildings
Mobile
First
Data
Expertise
Boundles
s
Experien
ces
Platform
Thinking
Participa
tion
Creating RFID badges to enter buildings or via
Apple watch app
Understand the habits of people entering houses
Extremely convenient for users to enter houses
They want to connect all the doors to increase service
possibilities
Users can use the platform to share access possibilities
with third parties. Long-distance door control.
Not just impact on customers anymore,

also need for impact on society
Towards Future proof-customer
Relations.
Good luck!
If you enjoyed this deck,
please share it with your
network.
Check out
www.youtube.com/stevenvanbelleghem for
more ideas on the future of
customer relations.
Towards Future-proof
Customer Experiences
Steven Van Belleghem
Thank you
Contact info steven

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