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After Omni-Channel: Preparing for 
Digital Context 
# F U T U R EM 
Stacey Symonds 
@ssymonds999 
Senior Director of 
Cons...
Beyond Omni 
to Digital Context 
# F U T U R EM 
MARTIE WOODS, STONE MANTEL 
@Martie_Woods 
STACEY SYMONDS, ORBITZ 
@ssymo...
Stone Mantel 
is the very best at 
producing value from brand experiences 
We are a leading customer experience strategy f...
About Orbitz: A Global Travel Leader 
• One of the largest and most sophisticated e-commerce websites in the world, with a...
SHIFTS IN CONSUMER BEHAVIOR 
1 And The Digital Consumer Collaborative 
THE JOB TO BE DONE 
2 Building Your Design Agenda o...
THE COLLABORATIVE 
A research-centered, collaborative approach designed to 
predict where the digital consumer is headed. ...
The Digital Consumer 
Collaborative Members 
#FUTUREM
Become relevant 
#FUTUREM 
Be in the purchase 
consideration set 
Combat multitasking 
Know the 
customer journey 
Design ...
IN A PARALLEL EFFORT, ORBITZ TAGGED ALONG WITH 40+ PEOPLE IN 
20+STATES FOR 160+ DAYS OF BUSINESS & LEISURE TRAVEL 
BREAKO...
WHAT WE ARE LEARNING 
FROM ALL OF THIS INSIGHT 
#FUTUREM
Insight 1: Consumers are expecting to reduce 
the gap between thinking and doing. 
Because the goal is to 
shorten the gap...
How we talk now…. 
Old: Become relevant 
Consumers don’t hire brands 
to become relevant. They hire 
brands to help them g...
Insight 2: Consumers surround themselves first, 
then make all sorts of micro purchases. 
Consumers rely on a Queue to man...
2. By understanding their queuing, you 
understand a lot about their behavior. 
#FUTUREM 
Awareness Interest Decision Acti...
Insight 3: Consumers are seeking to 
maximize their attention. 
#FUTUREM 
Thought Job 
The more empowered people are to 
a...
How we talk now…. 
Old: Combat multitasking 
Embrace While 
The more empowered people are to 
accomplish more in a short p...
Insight 4: The journey is less about a 
linear path and more about a constant state of 
moving. 
Customer journeys are oft...
Digital Supports Modes 
Because they have so many tools available 
and because each consumer is an individual 
who is able...
How we talk now…. 
Old: Know the 
Customer Journey 
#FUTUREM 
Insight 4 
Demographics were first used in 1662. 
Psychograp...
“I’m extremely 
old-school.” 
#FUTUREM 
“I checked all the 
channels off the list 
so my bases are 
covered.” 
“Customers ...
The change in thinking behavior 
creates demand for digital context 
Omni-Channel gives the consumer 
the power to continu...
Three Pillars of Digital Context 
Environments 
Sensor-driven physical 
environments that can 
respond to tools and modes....
How we talk now…. 
Old: Design for 
Omni-Channel 
In two to three years, the focus 
will be on Digital Context. It is not ...
Moving to New 
FROM…… TO……. 
1. Become relevant 
2. Be in the consideration set 
3. Strive for full attention 
4. Customer...
Thank You!! 
#FUTUREM 
Martie Woods 
@Martie_Woods 
MartieWoods@gostonemantel.com 
Stacey Symonds 
@ssymonds999 
Stacey.Sy...
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FutureM 2014 - After Omni-Channel: Preparing for Digital Context

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FutureM 2014

After Omni-Channel: Preparing for Digital Context

Speakers:
Martie Woods (@Martie_Woods) Lead Strategist, Thought Leadership, Stone Mantel
Stacey Symonds (@ssymonds999) Senior Director of Consumer Insights, Orbitz Worldwide

All consumers are digital consumers; yet most companies don’t have the strategic tools to deliver against what consumers will want next. What makes a digital consumer is not demographics or psychographics. It’s behavior - and there are new patterns for thinking and doing that almost all digital consumers engage in.

In this in-depth presentation of digital ethnographic research conducted for The Digital Consumer Collaborative, we’ll describe how consumers think when assisted by digital devices and its impact on their decision-making, their ability to act spontaneously when a thought arises, their ability to “queue,” and their expectations from digital in the next three years. We’ll describe the movement away from omni-channel to digital context.

This presentation will help you
-Think about digital context and its impact on technology and marketing strategy
-Learn how the customer journey and other strategic concepts must progress to address shifts in consumer decision-making
-Think about what makes a “created” moment
-Design research to go deep into the future of how people will behave

In addition, we’ll describe the Digital Consumer Collaborative. Find out how 10 companies collaborate together to go deep into the digital consumer life.

Publicado en: Empresariales
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FutureM 2014 - After Omni-Channel: Preparing for Digital Context

  1. 1. After Omni-Channel: Preparing for Digital Context # F U T U R EM Stacey Symonds @ssymonds999 Senior Director of Consumer Insights OrbitzWorldwide MartieWoods @Martie_Woods Lead Strategist, Thought Leadership Stone Mantel
  2. 2. Beyond Omni to Digital Context # F U T U R EM MARTIE WOODS, STONE MANTEL @Martie_Woods STACEY SYMONDS, ORBITZ @ssymonds999
  3. 3. Stone Mantel is the very best at producing value from brand experiences We are a leading customer experience strategy firm focused on discovering what matters most to our clients’ customers, defining the requirements for products, services and experiences that matter, and validating the meaningful difference in consumers’ lives. #FUTUREM
  4. 4. About Orbitz: A Global Travel Leader • One of the largest and most sophisticated e-commerce websites in the world, with a fully developed in-house global technology platform • We offer direct-to-consumer travel product booking, corporate managed travel solutions to businesses of all sizes including IBM, Burger King and GameStop, and private label technology and distribution services for some of the most recognizable brands in the world like American Express, Capital One and Southwest • Headquartered in Chicago, IL with major offices in the UK, France, Switzerland, Sweden, Hong Kong, Mexico and Australia, and advanced analytics/technology teams in Sunnyvale, CA and India #FUTUREM
  5. 5. SHIFTS IN CONSUMER BEHAVIOR 1 And The Digital Consumer Collaborative THE JOB TO BE DONE 2 Building Your Design Agenda on Consumer Demand NEW BEHAVIOR PATTERNS 3 How Digital Has Changed…Well, Everything BEYOND OMNI 4 And Onto Digital Context #FUTUREM
  6. 6. THE COLLABORATIVE A research-centered, collaborative approach designed to predict where the digital consumer is headed. #FUTUREM
  7. 7. The Digital Consumer Collaborative Members #FUTUREM
  8. 8. Become relevant #FUTUREM Be in the purchase consideration set Combat multitasking Know the customer journey Design for Omni- Channel How we used to talk….
  9. 9. IN A PARALLEL EFFORT, ORBITZ TAGGED ALONG WITH 40+ PEOPLE IN 20+STATES FOR 160+ DAYS OF BUSINESS & LEISURE TRAVEL BREAKOUT: BUSINESS: 16 LEISURE: 29 #FUTUREM
  10. 10. WHAT WE ARE LEARNING FROM ALL OF THIS INSIGHT #FUTUREM
  11. 11. Insight 1: Consumers are expecting to reduce the gap between thinking and doing. Because the goal is to shorten the gap between thinking and doing, consumers almost always will give up information about their behavior if they think the information will reduce steps required and help them accomplish a goal quicker. #FUTUREM Thought Job
  12. 12. How we talk now…. Old: Become relevant Consumers don’t hire brands to become relevant. They hire brands to help them get stuff done by reducing the gap between thinking and doing. #FUTUREM Insight 1 Thought Job
  13. 13. Insight 2: Consumers surround themselves first, then make all sorts of micro purchases. Consumers rely on a Queue to manage tasks, content, purchases and their day. Thought TIME Job #FUTUREM Queuing The thought-to-job interface that connects the person to multiple topics and tasks, creates the feeling of productivity and supports purchasing.
  14. 14. 2. By understanding their queuing, you understand a lot about their behavior. #FUTUREM Awareness Interest Decision Action Decision-making doesn’t conform to AIDA How we talk now…. Old: Be in the purchase consideration set Be in the Queue 1. Helping consumers to keep track of things is a first, simple step to take. 3. Anticipate the jobs they need done. Insight 2
  15. 15. Insight 3: Consumers are seeking to maximize their attention. #FUTUREM Thought Job The more empowered people are to accomplish more in a short period of time, the more people meander. They move from thought to task to thought to another thought. Rarely do they do one thing at a time. The question is what are they doing while interacting with your brand, app or other?
  16. 16. How we talk now…. Old: Combat multitasking Embrace While The more empowered people are to accomplish more in a short period of time, the more people meander. They move from thought to task to thought to another thought. Rarely do they do one thing at a time. The question is what are they doing while interacting with your brand, app or other? #FUTUREM Insight 3 What is the power of while? The power of while is the feeling of empowerment that consumers get when they engage with multiple tools at the same time… Adjacencies Adjacencies are activities consumers do while doing other activities. It may hinder the current activity, but consumers don’t mind. Overlays Overlays are activities that enhance the consumers experience and help them complete jobs.
  17. 17. Insight 4: The journey is less about a linear path and more about a constant state of moving. Customer journeys are often depicted as linear routes that consumers follow in a purchase cycle. However, the constant state of moving between tasks means the consumer journey is more dynamic and interrupted than is often depicted. #FUTUREM
  18. 18. Digital Supports Modes Because they have so many tools available and because each consumer is an individual who is able to customize his or her digital activity to fit personal wants, consumers develop patterns for their activities. These patterns or strategies we call modes. A mode is a manner or disposition of accomplishing a task. It is a general pattern for focusing and getting things done. #FUTUREM Insight 4 Improving Competing Planning Creating Giving/Sharing Modes are behavioral, contextual, and surprisingly universally understood. They can be highly useful in predicting activity, design thinking, and driving cross-technology innovation. Playing Socializing Organizing Learning Producing Browsing/ Exploring
  19. 19. How we talk now…. Old: Know the Customer Journey #FUTUREM Insight 4 Demographics were first used in 1662. Psychographics were first used in World War 1. Personas were invented as design frameworks in the early 1990s. Customer Journey was conceptualized about the same time. All of these data driven and design oriented means for profiling consumers were developed before mobile. But mobile changes the dynamics of decision-making. Modes represent the first, truly digital approach to profiling consumer behavior in a way that supports consumers, aligns with what they value, and works across technologies.
  20. 20. “I’m extremely old-school.” #FUTUREM “I checked all the channels off the list so my bases are covered.” “Customers can find me when they need me in whichever way they choose.” “I support thinking and acting for my customer at the right time in the right way.” Insight 5: Consumer behavior demands more than omni offers.
  21. 21. The change in thinking behavior creates demand for digital context Omni-Channel gives the consumer the power to continue an activity, especially a transaction, across channels. #FUTUREM To support thinking and acting, companies need to focus on how digital consumers think—not just what they think. A key attribute of how they think is queuing. 1 2 3 Digital Context gives the consumer the power to close the gap between thinking and acting and to do so in the moment. 4 But consumers are constant multi-taskers with low attention spans. Seamlessness and simultaneity are leading to the next requirement: Your ability to support their desire to think and act. Insight 5
  22. 22. Three Pillars of Digital Context Environments Sensor-driven physical environments that can respond to tools and modes. Tools Devices and apps, primarily mobile, that can access personal data and respond to environments. Modes Behavioral states that drive receptivity and determine what is valued. #FUTUREM Insight 5
  23. 23. How we talk now…. Old: Design for Omni-Channel In two to three years, the focus will be on Digital Context. It is not just about mobile. It’s about how mobile (including wearables, sensors) media, data, and location come together. These forces create digital context. #FUTUREM Insight 5
  24. 24. Moving to New FROM…… TO……. 1. Become relevant 2. Be in the consideration set 3. Strive for full attention 4. Customer Journey 5. Omni-Channel #FUTUREM Get the job done Be in the Queue Embrace While Modes Digital Context > > > > >
  25. 25. Thank You!! #FUTUREM Martie Woods @Martie_Woods MartieWoods@gostonemantel.com Stacey Symonds @ssymonds999 Stacey.Symonds@orbitz.com

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