More Related Content Similar to CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MCorp Consulting (20) More from Michael Hinshaw, CEO McorpCX (6) CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MCorp Consulting1. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Disruptive Technologies vs. Customer Experience:
What You Must Do NOW to Prepare
Six reasons to re-think how your business
sells to and serves your customers.
A CustomerThink Thought Leadership Webinar
December 9, 2010; 10 to 11 a.m. Pacific Time
Ā© 2010 MCorp Consulting, All Rights Reserved Page 1
2. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Our Speakers
Michael Hinshaw
Managing Director,
MCorp Consulting
Bruce Kasanoff
Managing Director,
Now Possible
Ā© 2010 MCorp Consulting, All Rights Reserved Page 2
3. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Todayās Presentation
ļ Introduction
ļ Context: It's (Not) About You
ļ Six Disruptive Forces
ļ What You Can Do Today
ļ Q&A
Ā© 2010 MCorp Consulting, All Rights Reserved Page 3
4. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
You want to improve Customer Experience.
Where do you stand today?
And what do you want to accomplish tomorrow?
Today Tomorrow
What What What What
isā¦ must beā¦ should beā¦ can be...
And how To really To become To truly
can we meet customer differentiate on
improve it? customer centric? experience?
needs?
Ā© 2010 MCorp Consulting, All Rights Reserved Page 4
5. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
MCorpās perspectiveā¦
To transform ā not just improve ācustomer experience, you
need to answer these questions:
1. Whatās 2. What do
happening in our customers
our market really want
that can and need
impact us? from us?
Wow.
3. What 4. Where can
barriers do we we do better
erect to keep than anyone
our customers else in our
from what they marketspace?
want?
Ā© 2010 MCorp Consulting, All Rights Reserved Page 5
6. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Letās look ahead.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 6
7. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Todayās Presentation
ļ Introduction
ļ Context: It's (Not) About You
ļ Six Disruptive Forces
ļ What You Can Do Today
ļ Q&A
Ā© 2010 MCorp Consulting, All Rights Reserved Page 7
8. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Your Customersā¦.
Donāt really care about you, your company, your products.
They donāt care about your hours or locations.
How well do you
know your
customers?
They care about themselves.
And they (usually) know what they want.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 8
9. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Your Customersā Livesā¦ are Changing
These changes impact
what customers buy,
when they buy, how
much they pay, and
what they expect of you.
This 2 year-old easily manipulates the iPad
interface, finding the program she wants and
using it in seconds.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 9
10. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Your Touchpointsā¦ Need to Change, Too
But first ā do you know what all your touchpoints are?
ļ Do you know which you control?
ļ Can you rank them all Products
by importance? Static Promotion
Direct Mail
Collateral
ļ Do you have gaps? Contracts
Sales
ļ Do you have a plan for Call Center
Service
migrating from Static to Brand Word-of-Mouth
Support
Interactive? Customer
Experience
Human
Interactive Blogs
Email
Social Media
Websites
Products
Ā© 2010 MCorp Consulting, All Rights Reserved Page 10
11. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Your Customer Relationship Lifecycle
ļ You understand customer wants and needs at each stage.
ļ And you know how well your touchpoints meet these needs,
driving customers from one stage of your lifecycle to the nextā¦
Rightā¦?
Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy
Pre-Purchase Trial/Purchase Post-Purchase
Ā© 2010 MCorp Consulting, All Rights Reserved Page 11
12. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Poll: Where is your organization today?
Which best describes your customer experience initiativesā¦
1. Need to fix what's broken today
2. Trying to better address customer needs
3. Focused on becoming more customer centric
4. Working to truly differentiate on experience
5. Weāve got it nailed
Today Tomorrow
What What What What
isā¦ must beā¦ should beā¦ can be...
And how To really To become To truly
can we meet customer differentiate on
improve it? customer centric? experience?
needs?
Ā© 2010 MCorp Consulting, All Rights Reserved Page 12
13. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Todayās Presentation
ļ Introduction
ļ Context: It's (Not) About You
ļ Six Disruptive Forces
ļ What You Can Do Today
ļ Q&A
Ā© 2010 MCorp Consulting, All Rights Reserved Page 13
14. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
No BS. Actual Exponential Growth
10,000
Devices/Users (MM in Log Scale)
1,000
100
10
1
1MM+
Units
Source: Internet Trends 2010 by Morgan Stanley Research Ā© Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina
Ā© 2010 MCorp Consulting, All Rights Reserved Page 14
15. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Disruptive Forces and Customer Experience
Cloud Services
Customer
2. Pervasive Memory Experience 5. Shifting Time
Advanced Analytics
Ā© 2010 MCorp Consulting, All Rights Reserved Page 15
16. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
1. Social Influence
The ability to be credible and trustworthy in the midst
of constant interactions between customers, friends
and outside āexperts.ā
Ā© 2010 MCorp Consulting, All Rights Reserved Page 16
17. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Social Influence: More, and More Often
Global Time Spent: 11/06-12/09 Global Users: 11/06-12/09
250 900
Social Networking Users
800 Surpassed Email = 7/09
200
Global Minutes Per Month (B)
Social Networking Usage 700
Global Users (MM)
Surpassed Email = 11/07
150
600
100
500
50 Social Social
400
Networking Networking
Email Email
0 300
Source: Internet Trends 2010 by Morgan Stanley Research Ā© Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina
Ā© 2010 MCorp Consulting, All Rights Reserved Page 17
18. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Social Influence: Impact
ļ Itās going to get easier: for customers to share with others
their experiences with your company.
ļ Itās going to get harder: to interact with customers without
the - often simultaneous - influence of others.
āThe networked market knows more than companies
do about their own products. And whether the news is
good or bad, they tell everyone.ā
- The Cluetrain Manifesto, 1999
Ā© 2010 MCorp Consulting, All Rights Reserved Page 18
19. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
2. Pervasive Memory
The ability to remember - and access instantly ā individual
customer needs, preferences, activities and interactions.
(Hint: it's MORE than just remembering transactions).
Ā© 2010 MCorp Consulting, All Rights Reserved Page 19
20. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Pervasive Memory: CRM could help. Howeverā¦
Today, companies can remember everything about their
customers. But they usually donāt.
Customer Satisfaction vs. CRM Investments
Percent Millions of Dollars
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
Source: ACSI and Gartner Group
Ā© 2010 MCorp Consulting, All Rights Reserved Page 20
21. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Pervasive Memory: Impact
ļ Memory is the basis of intelligent behavior.
ļ Memory of shared experiencesā¦ thatās what creates
bonds between people.
ļ What if companies could remember people as well as
people remember people?
( )=ļ=$
Those companies will be the ones that grow and thrive.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 21
22. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
3. Remote Access
The ability to support on-the-fly exchange of information
between customerās devices, corporate systems and others.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 22
23. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Remote Access: Growing Faster
Connected Devices Growth (US Only)
ATT
VZ
TMO
Sprint
Others
Subscriptions in 000s
Source: Chetan Sharma Consulting, Ā© Chetan Sharma Consulting, 2010
Ā© 2010 MCorp Consulting, All Rights Reserved Page 23
24. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Remote Access: Impact
ļ Remote access makes āsense and respondā business
processes possible.
ļ With instant access to your databases and to what
customers are doing this instant, you can provide
services never before possible.
ļ Said another way, it will be nearly impossible for firms
that lack remote access to their customers to compete
with those who have it.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 24
25. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Poll: Are you ready to leverage this technology?
We propose to install microphones, motion detectors and
language recognition software in your home.
We can see you, hear you and identify who you are,
and what youāre doing.
But - weāll use these devices to make your life easier, and to
provide entertainment services.
The cost to you? Between $150 and $400.
1. I am interested
2. I am not interested
Ā© 2010 MCorp Consulting, All Rights Reserved Page 25
26. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
1 million people said yes in just 10 days.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 26
27. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
4. Digital Sensors
The ability to drive innovation through the use of
sensors embedded in nearly everything
(On, around and even IN youā¦!)
http://www.ece.uah.edu/~jovanov/whrms/figs/whrms_fig1.jpg
Ā© 2010 MCorp Consulting, All Rights Reserved Page 27
28. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Digital Sensors: Impact
Just a few sensors make the iPhone cool. (Hard to imagine it
didnāt exist three years ago). And it's not just iPhones.
2009-2015 Market for MEMS & Sensors in Mobile Phones (M Units)
By Product Category, June 2010
Other emerging sensors (?)
Silicon microphones
Motion sensors
Market (M Unites)
RF Devices
Optical components
Source: Yole Developpment, November 2010 - MEMS Executive Congress
Ā© 2010 MCorp Consulting, All Rights Reserved Page 28
29. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Digital Sensors: Impact
ļ Sensors were once confined to factories and industrial
equipment, but are now being embedded everywhere.
ļ They can measure many things including light, motion,
sound, temperature, position, magnetic fields, gravity,
humidity, vibration, pressure, and even a wide range of
biological states.
ļ Sensors open up incredible opportunities for innovation
(Like 283,586 Apps ā and counting)
Ā© 2010 MCorp Consulting, All Rights Reserved Page 29
30. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
5. Shifting Time
The ability to let customers access content and services
whenever (and from wherever ) they wish.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 30
31. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Shifting Time: Impact
ļ Remember when everyone watched the same TV show at
the same time? Or when everyone did their banking
between 9 am and 3 pm?
No more.
ļ This time-shifting trend will continue to spread, and will
change the way both B2B and B2C customer service and
sales operate.
ļ āIām sorry, please call during normal office hoursā will
be a phrase no business dares utter.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 31
32. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
6. Physical Web
The ability to help your customers remotely link to, browse
and utilize the physical world like they do the Web.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 32
33. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Physical Web: Impact
ļ Add up all the points weāve made so far, and itās clear weāll
be browsing the real world like we do the Web.
ļ Customers can ābookmarkā their favorite picnic spot,
parking garage, retailers and more.
ļ Media firms are developing interactive games set in
the real world.
ļ Keep track of real things (like your car) in the virtual world.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 33
34. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Physical Web: Opportunities
ļ Wiring the world is an exponentially larger opportunity
than the Web was.
ļ Opens up immense new service options, from education
to entertainment to healthcare toā¦
ļ Only limited by your imagination (and your speedā¦)
blagger.files.wordpress.com/2008/07/kearney-capabilities.jpg
Ā© 2010 MCorp Consulting, All Rights Reserved Page 34
35. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Summary: The future gets here pretty fastā¦
Active Users (Millions)
Source: Facebook
Ā© 2010 MCorp Consulting, All Rights Reserved Page 35
36. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Disruption is, well, disruptive.
But, youāre not alone. Your competitors will gladly disrupt your
business for youā¦
Customization Think āsense The status Credibility Data
will become and respondā quo will will be will drive
routine; not āmake change; challenged success;
and sellā; incessantly;
It will be Your company These Positive Lock it away,
harder to must be much changes WOM is your forget it, or
sell āmass more nimble, start at the lifeblood ā ignore it at
producedā fast and edges of but criticism your peril.
products responsive. industries; will spread
and services. be prepared! faster.
Ā© 2010 MCorp Consulting, All Rights Reserved Page 36
37. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Todayās Presentation
ļ Introduction
ļ Context: It's (Not) About You
ļ Six Disruptive Forces
ļ What You Can Do Today
ļ Q&A
Ā© 2010 MCorp Consulting, All Rights Reserved Page 37
38. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Think LESS.
Learn
from your
E S S
customers (and
remember what
they tell you)
ļ Is your customer
data integrated or
in silos?
ļ Is it easily and
instantly
accessible?
ļ Do you know what
your customers
really want and
need?
ļ Do you encourage
and act on
customer
feedback?
Ā© 2010 MCorp Consulting, All Rights Reserved Page 38
39. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Think LESS.
Learn
from your
Eliminate S
practices that
S
customers (and waste your
remember what customerās time,
they tell you) money or effort
ļ Is your customer ļ Do you look
data integrated or at interactions
in silos? from a customer
perspective?
ļ Is it easily and
instantly ļ Do you have the
accessible? right touchpoints,
in the right
ļ Do you know what places?
your customers
really want and ļ Do you view
need? complaints as
annoyances or
ļ Do you encourage opportunities?
and act on
customer ļ Do you have a
feedback? culture obsessed
with finding and
solving customer
problems?
Ā© 2010 MCorp Consulting, All Rights Reserved Page 39
40. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Think LESS.
Learn
from your
Eliminate Sense
practices that the needs and
S
customers (and waste your actions of your
remember what customerās time, customer, and the
they tell you) money or effort world around them
ļ Is your customer ļ Do you look ļ When, where and
data integrated or at interactions how can you make
in silos? from a customer your āsensesā
perspective? more perceptive?
ļ Is it easily and
instantly ļ Do you have the ļ Where can sensors
accessible? right touchpoints, provide better
in the right places? customer
ļ Do you know what experiences?
your customers ļ Do you view
really want and complaints as ļ What do you need
need? annoyances or to know to respond
opportunities? intelligently to
ļ Do you encourage customer actions?
and act on ļ Do you have a
customer culture obsessed
feedback? with finding and
solving customer
problems?
Ā© 2010 MCorp Consulting, All Rights Reserved Page 40
41. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Think LESS.
Learn
from your
Eliminate Sense
practices that the needs and
Simplify
your customerās
customers (and waste your actions of your life
remember what customerās time, customer, and the
they tell you) money or effort world around them
ļ Is your customer ļ Do you look ļ When, where and ļ Can your
data integrated or at interactions how can you make customers get
in silos? from a customer your āsensesā what they need
perspective? more perceptive? from youā¦
ļ Is it easily and whenever they
instantly ļ Do you have the ļ Where can sensors want, and from
accessible? right touchpoints, provide better wherever they are?
in the right places? customer
ļ Do you know what experiences? ļ Do you go the
your customers ļ Do you view extra mile so your
really want and complaints as ļ What do you need customer doesnāt
need? annoyances or to know to respond have to?
opportunities? intelligently to
ļ Do you encourage customer actions? ļ Is it easier for a
and act on ļ Do you have a customer to be
customer culture obsessed loyal than disloyal?
feedback? with finding and
solving customer
problems?
Ā© 2010 MCorp Consulting, All Rights Reserved Page 41
42. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Year-One Action Plan: Think LESS.
ļ Next Week:
Examine areas that these technologies are already
impacting customer experience in your industry.
ļ Next 30 Days:
Inventory all your existing touchpoints ā human, static and
interactive. Which are most critical? Who āownsā them?
ļ Next 90 Days:
Assemble a team, and outline a plan for moving forward;
Analyze opportunities for adding āintelligenceā beyond
marketing and service
ļ Next 12 Months:
Integrate āintelligent touchpointsā to your transformation
roadmap; prioritize Quick-Wins to gain broader support. 0
Ā© 2010 MCorp Consulting, All Rights Reserved
2009 MCorp Consulting, All Rights Reserved Page 42
43. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
āThe task is not so much to
see what no one yet has seen,
but to think what nobody yet
has thought about that
which everybody sees.ā
- Arthur Schopenhauer, 1788-1860
Ā© 2010 MCorp Consulting, All Rights Reserved Page 43
44. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
Letās talk.
Michael Hinshaw
Direct: 1-415-526-2651
mhinshaw@mcorpconsulting.com
Bruce Kasanoff
Direct: 1-203-341-9448
bkasanoff@mcorpconsulting.com
Ā© 2010 MCorp Consulting, All Rights Reserved Page 44
45. Disruptive Technologies vs. Customer Experience | CustomerThink | December 9, 2010
MCorp Consulting, Inc.
1-866-526-2655
www.mcorpconsulting.com
Ā© 2010 MCorp Consulting, All Rights Reserved Page 45