The Future of Customer Centricity

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Software AG

Gaze into the future of customer centricity.

Technology

THE FUTURE OF
CUSTOMER CENTRICITY
Nikki Baird
Managing Partner
Retail Systems Research
© 2015 Software AG. All rights reserved.

2 |
PREDICTING THE FUTURE...
© 2015 Software AG. All rights reserved.

3 |
THREE BIG TRENDS
© 2015 Software AG. All rights reserved.

4 |
WHO YOU ARE
• Fractured views of the customer
• What I can get vs. what is valuable
• The more we have, the less we know?
• The dark side
© 2015 Software AG. All rights reserved.

5 | © 2015 Software AG. All rights reserved.

6 |
INTERESTING VS. VALUABLE
© 2015 Software AG. All rights reserved.

7 |
THE MORE INFORMATION WE HAVE, THE LESS WE KNOW
© 2015 Software AG. All rights reserved.
FACEBOOK HAS 58 GENDER IDENTITIES

8 |
DEMOGRAPHICS INCREASINGLY TELL YOU NOTHING
© 2015 Software AG. All rights reserved.
NICHE + ACCESS = VERY SMALL, FAR-FLUNG TRIBES

9 |
THE DARK SIDE: PRIVACY AND SECURITY
© 2015 Software AG. All rights reserved.

10 |
THE DARK SIDE: PERSONALIZATION WITHOUT PERMISSION
Don’t be
“that guy”
© 2015 Software AG. All rights reserved.

11 |
WHAT YOU’RE DOING
• Signals of intent
• IoT data
• The “creepy” factor
© 2015 Software AG. All rights reserved.

12 |
CUSTOMER BEHAVIOR FAR BEYOND THE TRANSACTION
© 2015 Software AG. All rights reserved.

13 |
INTENT GIVES EARLY WARNING TO TRANSACTION TRENDS
© 2015 Software AG. All rights reserved.
“Great fit!”
“Size runs large”
“Wish I could get it in stores”
“Works with both dressy and casual”
“Good quality fabric”
“Very stylish”
“Gotta have it!”
“Can’t wait for a sale!”
“Perfect for winter!”

14 |
INTERNET OF THINGS FOR CONSUMERS
© 2015 Software AG. All rights reserved.
THE MEASURED “YOU”

15 |
CREEPY
© 2015 Software AG. All rights reserved.
IS THERE ANY SITUATION WHERE I’D WANT THIS?
!

16 |
AND LET’S NOT FORGET THIS GUY
© 2015 Software AG. All rights reserved.

17 |
THIS IS THE WRONG WAY TO LOOK AT IT
© 2015 Software AG. All rights reserved.
VS

18 |
CONTEXT
© 2015 Software AG. All rights reserved.
REMEMBER THIS SCENARIO?
!

19 |
CONTEXT
• The thing that connects demographics and
behavior
• Gives insight into objective
• Location alone is not enough
© 2015 Software AG. All rights reserved.

20 |
TWO VERY DIFFERENT OBJECTIVES
© 2015 Software AG. All rights reserved.

21 |
THREE BIG TRENDS
© 2015 Software AG. All rights reserved.

22 | © 2015 Software AG. All rights reserved.

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