SugarCon2013: The Empowered Consumer Era
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Steve Laughlin, IBM Global Business Services, IBM
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SugarCon2013: The Empowered Consumer Era
- 1. The Empowered Consumer Era Steve Laughlin
- 2. A new set of digital transformation drivers is impacting all levels of society Mobile revolution Social media explosion Hyper- digitization Power of analytics Individuals Enterprises Industries Services Products
- 3. These technologies are impacting how customers shop and how companies must respond Companies are improving… …in an effort to combat Amazon
- 4. CEO’s realize that these technologies will force a real change in their go-to-market approach External forces that will impact the organization 68% 69% 71% 2004 2006 2008 2010 2012 Technology factorsTechnology factors People skills Market factors Macro-economic factors Regulatory concerns Globalization Socio-economic factors Environmental issues Geopolitical factors Source: Q1 “What are the most important external forces that will impact your organization over the next 3 to 5 years?”
- 5. Customer’s expectations have been raised Instrumented Interconnected Intelligent Know Me Offer to Me Support Me Interact with Me
- 6. These new expectations are not just impacting B2C…B2B is affected as well A large distributor of process logic controllers used technology and an improved supply chain to improve how quickly their engineers could get the parts they needed
- 7. So, where do you need to focus… 1Listen and Learn Listening with social analytics Learn from consumer controlled content Identify factors of influence and motivation 1Enable and Execute Single View of Consumer across channels Design the experience Actionable analytics 1 Empower the Consumer Consumer selects interaction channel Personalized across channels Consumers as advisors and advocates
- 8. …This is not optional! At An Inflection Point Adapting To Change Waited Too Long “The world has changed. Our customers have changed. We have to change too." - Jim Cantalupo, former chairman and CEO of McDonald's in 2003 "I will buy it in your store...use it while I order another one for 75% less on Amazon and then return it, It's shoppers like me that are multiplying…” - Best Buy shopper “It's not like they didn't see it coming. Kodak hesitated because they didn't want to eviscerate their business.” - Rupert Goodwins, editor of ZDNet
- 9. Thank you