For more information on Blue Goldfish Keynotes and Workshop, contact: stan@purplegoldfish.com

1. USING TECHNOLOGY, DATA AND
ANALYTICS TO IMPROVE THE
CUSTOMER EXPERIENCE
TECHNOLOGY

2. THE BEST COMPANIES LEVERAGE TECHNOLOGY TO DO
THE LITTLE THINGS THAT ENHANCE RELATIONSHIPS,
RESPONSIVENESS AND READINESS. THEY CREATE
BLUE GOLDFISH THAT DRIVE PROFITS AND PROPHETS

3. BLUE GOLDFISH IS BASED ON
A STUDY OF OVER 300 BRANDS

4. 3 R’S
INTRODUCING
THE
FROM THE BOOK

5. BLUE GOLDFISH
Stan Phelps and Evan Carroll
THREE R’SRELATIONSHIPRESPONSIVENESSREADINESS
PERSONALIZATION
Personalization is a popular term in business today and before
we go any further, we’d like to point out the irony. Business was
always personal. In the world where individual artisans or
merchants owned their shops, they knew each customer.
Recommendations and personal touches were commonplace.
Today we use the word personalization to describe our desire to
go back to doing business on a personal level, but often forget
it’s not about segments or cohorts. To personalize is to design
or produce something to meet someone's individual
requirements. The key is the individual.
Some might argue technology is making us less human. Others
would argue just the opposite. No matter which side, you can’t
dispute the rising trend of personal data collection and its effect on
behavior change. e awareness and ownership of their own data.
The overarching lesson of data myning for customer experience is
empowerment. Companies who use personal data to empower
their customers have an opportunity to create transformative
change for those customers. With empowerment and then
success, gratitude and loyalty are often the next set of emotions.
PERSONAL DATA / BEHAVIOR CHANGE
Many companies talk about superior
service and the importance of going the
extra mile for customers. How many
though actually walk the talk? There are
some companies leveraging technology,
data and analytics to deliver a next level
of customer service. A level we call 3.0.
CUSTOMER SERVICE 3.0 WAITING
Waiting is a fact of life. A rather irritating,
annoying fact of being a customer. One of
the most impactful ways companies are
using technology is to help their customers
wait less or, when waiting can’t be avoided,
help the time pass more quickly.
FRICTIONLESS COMMERCE
Peter Drucker famously said "what gets
measured, gets managed." Allow us to
offer a corollary. “what gets measured in
realtime, gets managed in realtime.” The
benefit of realtime response is clear—the
more you know and the faster you can
r e s p o n d a l l o w s y o u t o c r e a t e
differentiation.
REALTIME RESPONSE
LOCATION-AWARE CONVENIENCE TRUST AND SAFETY
The overarching lesson is to think of
reducing friction note as an expense but
as an investment. By deploying smart
technology, you’ll create both profits and
prophets for your business.
With new possibilities of providing better
service or incentives, customers are
warming up to the idea of sharing more with
companies. Companies are using location
awareness to accomplish all sorts of
enhancements.
Using technology to help keep customers
safe certainly seems like common sense,
however we all know that common sense is
rarely common practice. It can also be used
to detect fraud.
CASE STUDIES: CASE STUDIES:
CASE STUDIES: CASE STUDIES:
CASE STUDIES: CASE STUDIES:
CASE STUDIES:
CASE STUDIES:

6. BLUE GOLDFISH IS
THE 4TH COLOR IN
THE GOLDFISH SERIES

7. AUTHORED BY:
EVAN CARROLLSTAN PHELPS

8. KEYNOTES AND WORKSHOPS
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