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Consumer Trends Conference: cX: Behind the Smoke & Mirrors_vfinal

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Consumer Trends Conference: cX: Behind the Smoke & Mirrors_vfinal

  1. 1. consumer insight & trend spotting conference 15/16- august- 2012 toronto, canada
  2. 2. “if I have seen further…
  3. 3. … it is because i have stood on the shoulders of giants…” joe pine & kim simon sinek korn, “authenticity” “start with why” & “infinite possibilities” roger martin (various works) daniel pink “why right brained sean hayes thinkers will rule ax dev group the future” reid brownscombe, bmo financial group
  4. 4. w h e r e a r e w e g o i n g t o d a y? Semantics, taxonomies & definitions What can we do?What’s changed & why? Who’s doing it?
  5. 5. where we are going, depends on agreeing where we are at.
  6. 6. (no. not those 3c’s)
  7. 7. t h e n e w 3 c ’sconsumer customer client
  8. 8. t h e n e w 3 c ’s : a n e xa m p l e the consumer the customerthe client
  9. 9. experience is multi- facet.
  10. 10. t h e 3 X ’sCustomer don’t care about…  product experience (pX) advocation  is about function & utility  is what you do life size & share  service experience (sX)service  is about access & ease of use loyalty  is about how you do itproduct  life experience (lX)  is about emotion & result  is about why you do it
  11. 11. simon says…
  12. 12. the formula for cXwhat you do. how you do it. why you do it.product service life
  13. 13. you’re doing ok mom.
  14. 14. need. want. benefit.
  15. 15. lX not the same as sX service experience is: life experience is: about access to products (24-7)  what products & service facilitate the ticket to the game  the game trophy easily replicable  unique knowledgeable, friendly staff  understanding why customers need products responsiveness & professionalism a journey enables a transaction  about a result
  16. 16. n e e d s v s . b e n e f i t s : a b a n k i n g e xa m p l e . need a… benefit is… mortgage. a home. school loan.  to learn. car loan.  transport. credit card.  to buy the iPad 3. small business loan.  to follow a dream. RRSP  to retire. equities & bonds.  to help my kids go to school. loan.  to travel the world.what we believe are experiences. what are really experiences.
  17. 17. the game isn’t changing. it’s already changed.
  18. 18. the bad news.
  19. 19. w a r r e n ’s d o n e a l r i g h t . s o h a s m a r s h a l l . “What got you to where you are, may not be enough to get you to where you want to go.”
  20. 20. the vendor customer relationship has changed.
  21. 21. … and can you blame them?
  22. 22. not so good.
  23. 23. pretty darn good.
  24. 24. but social unrest & change existed before sm…
  25. 25. s o c i a l t e c h n o l o g y. a u t h e n t i c i t y. n e w e c o n o m y * . * J. Pine & J. Gilmore
  26. 26. economic model development Where loyalty & engagement is created…. Transformation Brand Commoditized ExperienceCustomized Services Products … about staying when things go wrong… Commodities ©Joseph Pine II & Kim Korn: Infinite Possibility
  27. 27. the toughest job...
  28. 28. … what are we going to do about this?
  29. 29. … there is hope.
  30. 30. people.
  31. 31. want.
  32. 32. meaning.
  33. 33. authentic relationships, are loyal relationships.
  34. 34. axioms of authenticity …If you are authentic, you dont have to say youre authentic. If you say youre authentic, you better be authentic.It is easier to be authentic, if you dont say youre authentic.
  35. 35. economic model development Where loyalty & engagement is created…. Transformation Brand Commoditized ExperienceCustomized Services Products … about staying when things go wrong… Commodities ©Joseph Pine II & Kim Korn: Infinite Possibility
  36. 36. what is the good life?
  37. 37. i t ’s o . k . t o s a y… no… t o y o u r… customers.
  38. 38. the ROI…
  39. 39. k p i ’s , m e t r i c s & q u e s t i o n s closed ended questions, get closed ended answers…  would you…  will you… un-engaging questions, get unengaged responses…  rate us…  on scale of 1-10…
  40. 40. … butHOW???
  41. 41. recognize the challenge.
  42. 42. to be different, you’ve got to do things differently
  43. 43. operating & organizational models…
  44. 44. traditional models will deliver traditional returns
  45. 45. silos work for storage not experiences
  46. 46. d o y o u l i ke ke t c h u p ?
  47. 47. “If you want your employees to drive loyalty, you’ve got to give them the wheel…” (Bryan Pearson, CEO LoyaltyONE)
  48. 48. command + control to inspire + release the way it was the way it is command + control  inspire + release converge + cost cut  diverge + revenue generate exploit + optimize  explore + pioneer benchmark competitors  benchmark yourself grow customer base
  49. 49. j o h n n y, t h e b a g g e r.
  50. 50. the experience eco-system SERVICE DESIGN EXPERIENCE DESIGN PRODUCTLIFE DESIGN DESIGN
  51. 51. t h e e x p e r i e n c e p r o c e s s (a s - i s )Why? How? What? Finance. Marriage ExperienceOur customers have a dream. Our customers figure out how to Our customers source the pieces. And by this point, the make it real. experience has been designed and financing of it a transaction… Where Where we are Where the experience occurs. decision are engaged. made. Loyalty & Emotion. Transaction & function.
  52. 52. case study
  53. 53. a lot of the old tools, aren’t valid anymore
  54. 54. prefrontal lobe full- spectrum thinkinganticipatory + pro-active neocortex communication creativity adaptability limbic system emotions long-term memory reptilian brain reactive fight vs. flight
  55. 55. “Asking people why they choose you over another may provide wonderful evidence of how they have rationalized the decisions, but it does not shed much light on the true motivation for the decision. It’s not that people don’t know, it’s that they have trouble explaining why they do what they do. Decision- making and the ability to explain those decisions exist in different parts of the brain.” ~ Simon Sinek, Start With Why.
  56. 56. SERVICE DESIGN EXPERIENCE DESIGN PRODUCTLIFE DESIGN DESIGN
  57. 57. i t ’s n o t a b o u t “ o r ’s ”
  58. 58. t h e e x p e r i e n c e p r o c e s s (c o u l d - b e ? )Why? How? What? Finance. Marriage ExperienceOur customers have a dream. Our customers come to us to figure Collaboratively, we source the pieces. And we then provide the out how. finances to pay for the pieces. Channel Interface And as side, generate business for commercial clients, which requires more financing for Marriage Experience Business Experience Home Experience Retirement Experience School Experience Travel Experience Baby Experience them. Segmentation & Tagging Commercial Client Db
  59. 59. p e o p l e b u y e x p e r i e n c e s . t h e y b u y w h y. n o t w h a t . Baby ExperienceMarriage Experience School Experience Home Experience Travel Experience Business Experience Retirement Experience
  60. 60. the banking experience as it could be?Self- Service Centre Making Money Make Sense Training Centre Networking Centre Figuring it all out centre… Experience Theme of the week Marriage Experience Centre Retirement Experience Centre
  61. 61. i t ’s n o t a d i g i t a l o r r e a l e x p e r i e n c e .
  62. 62. M u l t i v e r s e : T i m e - S p a c e - M a t t e r Va r i a b l e s . (Real-time events) (Material substance) (Virtual places) (Physical places)(Digital substance) (Manipulated time) ©Joseph Pine II & Kim Korn: Infinite Possibility
  63. 63. T i m e - S p a c e - M a t t e r. “My intention in this book is to give new meaning to time, space, and matter in shaping tomorrow’s business and organization. In the industrial economy managers considered time, space, and matter as constraints, whereas in the new economy they will come to think of them as resources. This will require profound transformations in the way we think about time, space, and matter.” No-Matter: “In the new economy, the value added will come increasingly from intangibles. . . whose importance does not lie in their material existence.” Source: Stan Davis, Future Perfect (Reading, MA: Addison-Wesley, 1987), p. 5. & p. 92
  64. 64. M u l t i v e r s e : M a n i p u l a t i n g t h e Va r i a b l e s . (Real-time events) (Material substance) (Virtual places) (Physical places)(Digital substance) (Manipulated time) ©Joseph Pine II & Kim Korn: Infinite Possibility
  65. 65. Multiverse: the 8 Dimensions of Experience ©Joseph Pine II & Kim Korn: Infinite Possibility
  66. 66. m u l t i v e r s e e xa m p l e s
  67. 67. if you take nothing… take this…
  68. 68. w h e r e d i d w e g o t o d a y? Semantics, taxonomies & definitions What can we do?What’s changed & why? Who’s doing it?
  69. 69. t h e t a ke a w a y s .1. are different “types” of customers & “experiences”  require there own engagement model  integration with other “types” key2. loyalty is based on the experience eco-system  traditional contract is broken  product & service differentiation are no longer unique  get back to basics- be authentic (don’t sell it)3. cX is not a divisional responsibility  breakdown the traditional organizational models  provide boundaries, not controls
  70. 70. case studies
  71. 71. p i ke p l a c e .
  72. 72. apple.
  73. 73. charmin rest room.
  74. 74. consumer insight & trend spotting conference 15-august-2012 toronto, canada

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