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TrendWatching Webinar | The Future of Customer Experience
- 3. We’re halfway through 2017…
- 10. of business leaders agree that Customer Experience is vital for success. Harvard Business Review January 2017
- 12. It’s time to learn the rules of engagement!
- 13. One Fundamental Question… At any particular moment, you must decide if your brand’s offering is a stepping-stone on the way to experiences or if you are providing the experience itself.
- 14. At every encounter you must ask whether you are SAVING the customer’s attention or SEIZING it.
- 15. Your answer may change over the course of the customer journey. Yet fail to SAVE or SEIZE attention and you’ll end up wasting it.
- 16. WE’VE BEEN BUSY…
- 19. Automated, data-powered, seamless and happily forgotten: a CX strategy for the future.
- 20. WHY NOW?
- 21. ON-DEMAND DECADE
- 24. STATUS VIA BUSYNESS “status inferences are driven by the belief that the busy individual has higher human capital characteristics and is scarcer and more in demand even for the subtler use of timesaving products and services.” (Journal of Consumer Research, 2017)
- 25. 3
- 27. AMAZON ECHO Voice-activated selfie camera dispenses fashion advice THINKING: OUTSOURCED
- 28. “…customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better…” Jeff Bezos, Destroyer of Worlds
- 29. DIGIT Service reaches half a billion dollars in automated savings THINKING: OUTSOURCED
- 30. PIRELLI Sensor tracks tire data and app automatically books appointments THINKING: OUTSOURCED
- 31. NUDGE FOR CHANGE People alerted when approaching a business that clashes with their values THINKING: OUTSOURCED
- 32. ATTENTION SAVING Customer Journeys: Shortened
- 33. ICA, POSTNORD & GLUE Groceries delivered directly to customers' fridges CUSTOMER JOURNEYS: SHORTENED
- 34. of consumers around the globe would allow home sensors to automatically order more goods. Accenture Strategy May 2017
- 35. WARBY PARKER Vision test app lets customers check prescriptions remotely CUSTOMER JOURNEYS: SHORTENED
- 36. BINGOBOX Staff-free convenience store opens in China CUSTOMER JOURNEYS: SHORTENEDCUSTOMER JOURNEYS: SHORTENED
- 37. ATTENTION SAVING Pain Points: Eradicated
- 38. L’ORÉAL Facebook bot allows people to choose the perfect gift PAIN POINTS: ERADICATED
- 39. QATAR AIRWAYS Airlines offer free loaner laptops on flights in response to US ban PAIN POINTS: ERADICATED
- 40. BBVA BANCOMER Mobile banking apps available to use data-free PAIN POINTS: ERADICATED
- 41. HERMES PARDINI VR experience turns children's vaccines fear into entertainment PAIN POINTS: ERADICATED
- 42. FINERY Digital closet organizes outfits and manages purchases PAIN POINTS: ERADICATED
- 44. WHAT NEXT?
- 45. Go Off The Map Make Multitasking Easy Guilt: Outsourced Don’t Be Evil
- 47. Your customers are masters at collecting experiences. Only the best deserve their attention.
- 48. WHY NOW?
- 52. 3
- 53. ATTENTION SEIZING Shock and Awe
- 54. MEXICO Tourist board's installation makes it rain tequila SHOCK AND AWE
- 55. AIR FRANCE, ADIDAS AND CITADIUM Airline's sneaker promotion encourages kids to visit their parents SHOCK AND AWE
- 56. OECHSLE Peruvian retailer raises prices on products moms don't want SHOCK AND AWE
- 57. BURGER KING Fast food chain lets video gamers order food while playing SHOCK AND AWE SHOCK AND AWE CUSTOMER JOURNEYS: SHORTENED
- 58. #BURGERCLAN
- 60. CHROMAYOGA Chromatherapy yoga classes induce trance-like state SELF-IMPROVEMENT STORIES
- 61. THE MET Art museum hosts after hours curated workouts SELF-IMPROVEMENT STORIES
- 62. KEMET Six minute educational shows broadcast at Cairo's subway stations SELF-IMPROVEMENT STORIES
- 63. RYU Fitness brand's discounts reward active customers SELF-IMPROVEMENT STORIES
- 65. HYUNDAI CARD Credit card company opens dedicated cooking space EXPERIENCE THEATERS
- 66. MINI Car manufacturer launches creative maker space EXPERIENCE THEATERS
- 67. APPLE Apple offers free educational sessions at all stores EXPERIENCE THEATERS
- 68. “We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level.” Angela Ahrendts, SVP Retail
- 69. Personal, Contextual, Unforgettable Less Fuss, More Attention Seize With Substance Questification
- 70. HYBRID THEORY It’s unlikely your optimal strategy is to be a SAVER at every step in the customer journey, or a SEIZER throughout.
- 71. HYBRID HERO
- 72. At every encounter you must ask whether you are SAVING the customer’s attention or SEIZING it.
- 73. Much more to come…
- 76. TILL NEXT TIME! Maxwell Luthy, Director of Trends & Insights max@trendwatching.com
Editor's Notes
- WELCOME WELCOME WELCOME – beloved clients to this exclusive webinar on ISSUE 2 of TrendWatching Quarterly
- In our first issue we tackled TRUTHFUL CONSUMERISM
- And what a year it has been so far!
- At this time in Sweden, Shanghai, Seattle shoppers are testing out checkout free stores.
- A Prius driver in LA is right now making use of adaptive cruise control so they can listen to a mindfulness podcast while they idle along in bumper to bumper traffic… Hey, they could even be tuned into this webinar right now…
- Every WEEK outrageous food creations are launched… The UNICORN frappucinno does battle
- With Goth Lattes!
- While the avocado latte hopes we can all just get along…
- These seemingly disparate happenings are symptoms of something epic. THE 21st CENTURY CUSTOMER EXPERIENCE WARS – where shots are fired every minute from Miami to Manilla!
- I don’t have to tell you that getting the Customer Experience right is vital for success
- And I don’t have to tell you If it goes wrong the brand that you’ve labored to build could be tomorrow’s Meme Bait.
- These wars take place in a hyper-competitive Experience Economy ONE where DESPITE the fact that consumers are digitally-empowered, they FEEL forever time-starved,
- At any particular moment, you must decide if your brand’s offering is a stepping-stone on the way to experiences or if you are providing the experience itself.
- At any particular moment, you must decide if your brand’s o ering is a stepping-stone on the way to experiences or if you are providing the experience itself.
- We’ve approached this topic the TrendWatching way! With the help of our spotters we’ve scanned the globe looking for best in class innovation that is already heightening your customer’s expectations We’ve translated it all into actionable strategies that YOU can run with today.
- This will be a comprehensive look at The Future of CX, But remember, if you feel you want to take the time to truly explore the insights and examples you have that beautiful PDF available on the site.
- Competitors (within and outside your industry) are working around the clock to reduce friction through incremental improvements and radical shortcuts. To save YOUR customer’s PRECIOUS ATTENTION and earn their adulation!
- Why is the demand related to this higher than ever BEFORE?
- No category has remained untouched by on-demand expectations. This is the decade where mobile-wielding masses have embraced everything from Narcos to narcotics on-demand.
- No, I don’t mean this academy award winning actor! I mean the Calvin Kleins he is wearing. They launched their own dash button
- Thanks to improvements in Natural Language Processing AND voice recognition we’ve made the leap from Clippy to Alexa. Customer / Brand interactions are moving at rapid pace from COMPLEX to CASUAL, Along with chatbots, voice interfaces are FAST + PERSONALIZED + EFFECTIVE -> and platforms for 3rd party sevices
- You’ve probably already noticed this shift in behavior just by looking at the people you know and WORK with.
- Of course by this point you want to know – WHAT CAN MY BRAND DO Well, we have 3 strategies for you to consider…
- Your customer is already benefiting from brands that utilize relevant data to deploy hidden intelligence and recommend (or make) decisions on their behalf. OUTSOURCING THINKING frees up attention in the customer journey, from discovery to purchase, to maintenance and beyond.
- What kind of thing don’t customers want to waste time THINKING about? How about choosing which outfit to wear before you head out the door? <invitation only at this point> [who would share photos from their home to get an outfit reco? the same half billion people who would share their location to catch a Pikachu] In April 2017, Amazon introduced Echo Look: a smart, voice-activated selfie camera which can take photos and videos on command and provide fashion advice. The Style Check facility sees virtual assistant Alexa providing advice based on fit, color, styling and current trends, when two outfits are compared. Available by invitation only in the US, the USD 200 device also has built-in lighting and a depth-sensing camera which automatically blurs the background. Link: https://www.amazon.com/dp/B0186JAEWK
- Digit promises to help users “Save money, without thinking about it.” Depending on personal spending patterns, the US-based finance app automatically transfers small amounts of money from users’ checking accounts into a savings account. As of March 2017, the app has collectively saved customers over USD 5oo,ooo million. Other ntech startups around the world are tackling the desire for outsourced nancial responsibility, check out Neat in Hong Kong and Koho in Canada. Link: https://blog.digit.co/2017/03/31/saving-the-first-half-a-billion.html
- If you can afford a luxury vehicle like a Ferrari, you don’t want to have to worry about anything when you’re driving it. Unveiled in March 2017, Pirelli Connesso is a system which adds smart technology to car tires. Working with various Pirelli tire models, a sensor fits onto tires and connects to a mobile app which shows drivers information such as pressure, temperature, wear and how many miles each tire has covered. The system functions both when the car is being driven or has been parked. Link: https://www.youtube.com/watch?v=L74ed58gUjk&feature=youtu.be
- Nudge for Change is an app helping consumers spend money at establishments which most closely align with their beliefs. Introduced in the US in May 2017, the free mobile app asks users to respond to a series of questions about areas such as the environment, LGBTQ equality, equal pay for women, racial equality, and workers’ rights. Using an algorithm to score all the businesses in is database, Nudge for Change alerts people when they approach a store that clashes with their 'moral compass' and suggests nearby alternatives. Link: https://www.nudgeforchange.com/
- Brands will continue to look at the customer journey and ask how they might incrementally improve the experience at each step. The boldest will work to eradicate steps all together and redefine expectations in the process.
- I reached out to Glue and heard from Carl, the founder yesterday. He said this project was a success and is now permanently available in Stockholm. Being piloted from April 2016, In-Fridge Delivery is a partnership between Swedish grocery retailer ICA, delivery provider PostNord and smartlock brand Glue. Once a customer has placed an order via ICA's website, they can grant delivery staff access to their home via the Glue mobile app. The PostNord employee arriving with the package can then use their cellphone to unlock the customer's home and place their order in the refrigerator. Link: http://www.postnord.com/en/media/press-releases/postnord-sverige/2016/swedish-innovation-takes-grocery-shopping-into-the-future-swedish-companies-first-to-test-in-fridge-delivery-of-groceries/
- What about the ordering process, can that be shortened? Amazon Dash Replenishment service does just that… Source: https://www.accenture.com/us-en/insight-painting-digital-future-retail-cpg?c=glb_acnemalert_10004471&n=emc_0517&emc=21732506:emc-060517
- My prescription has definitely changed… I’m looking through my glasses with one eye closed at this moment. I wouldn’t even respond to an automated eye check booking! US-based eyeglasses brand Warby Parker began testing their Prescription Check program, which allows customers to take vision tests at home, in May 2017. Prescription Check lets Warby Parker customers know if they need to update their prescription. Customers use their phone and computer to undergo eye tests for 20 minutes; the results are then reviewed by a doctor within 24 hours. As of May 2017, the app can only be used by individuals who already own Warby Parker glasses, are between 18-40 years old, and reside in Florida, Virginia, New York or California. Link: https://www.warbyparker.com/prescription-check-app
- In some situations, as we’ve seen at supermarkets and train stations around the world, the easiest was to shorten the CX is to get rid of pesky MISTAKE prone humans. Bingo Box in shanghai is a kiosk sized retail experience where you pay for everything with wechat and never encounter any human staff. It leverages WeChats already MASSIVE ecosystem and role in the shopper’s life as a universal remote. Opened in China's Guangdong Province in February 2017, BingoBox is a staff-free store, conceived in partnership with Chinese mobile app WeChat. To enter the store, shoppers scan a QR code outside, and confirm their cellphone number via BingoBox's official WeChat account. Customers can then enter the store and take any items they wish, placing products on a scanner to check out. Payment is via WeChat Pay or Alipay, with shoppers scanning a QR code to exit the store. Link: https://www.youtube.com/watch?v=A6XQztq_THU&feature=youtu.be
- Considerate brands now strive to eliminate attention-hogging pain points in their customer’s lives, even if they are are outside the brand’s ‘responsibility’. Meanwhile, a wave of entrepreneurial startups continues to launch new solutions for old problems.
- One PAIN POINT? Finding the right beauty gift for your picky friend. This chatbot launched in Canada acts as a gift giving middle man. In May 2017, L’Oréal launched a Facebook Messenger bot that acts as an interface between those giving presents and the individuals receiving them. Aiming to accurately recommend personalized makeup and skincare gifts, the bot asks both the gift giver and the recipient questions on factors such as cost and skin tone. L'Oreal's US-based system then generates several gift options for the gift giver to choose from. Link: http://www.loreal-paris.co.uk/
- This innovation itself isnt what saves attention. What really saves attention is the belief it cements that whatever happenes, Qatar Airways will go out of its way to look after biz travelers. March 2017 saw Qatar Airways announce that it would offer business class passengers access to free loaner laptops during flights to the US. The move comes in response to the US government's ban prohibiting passengers traveling from ten airports in the Middle East, North Africa and Turkey from bringing laptops on board. The laptop loan service allows travelers to continue working as usual, and they will also be offered complimentary wifi. Abu Dhabi-based Etihad Airways also announced that it would offer loaner iPads and free wifi to its first and business class passengers. Link: http://support.qatarairways.com/hc/en-us/articles/115004577347-United-States-Travel-Electronic-Devices
- For billions, YES, billions of consumers data is one of the most important assets in the world. They don’t want to waste their attention agonizing over using their data… March 2017 saw Mexican bank BBVA Bancomer announce that when using its mobile app, customers would no longer use up any mobile data. The move is the result of a partnership with Mexican mobile networks Telcel and Movistar. Four million customers across Mexico use BBVA's apps for various banking operations which include BBVA Send, Bancomer Móvil and Wallet. Link: http://eleconomista.com.mx/sistema-financiero/2017/03/29/apps-bbva-bancomer-no-consumiran-datos
- This is a clinic in Brazil that began providing a VR experience for children to enjoy and distract them from the needle. It’s SEIZING the kids attention and in the long run, SAVING the parent’s attention from agonizing over how to trick their kids to go to the doctor. In April 2017, Brazil-based health clinic network Hermes Pardini debuted a virtual reality experience for children who are afraid of receiving vaccinations. VR headsets are placed on children about to receive vaccines; a character in the virtual world then asks the child to become a 'hero' and places a 'special power' on their arm. At this moment, the clinician injects the child with the vaccine. Link: http://www3.hermespardini.com.br/pagina/1959/home.aspx
- Finery combs through your digital receipts to compile a browsable digital closet.. Finery, a program allowing users to digitally organize their wardrobes and shopping carts in one location, launched in March 2017. The US-based company connects to users' email receipts to automatically add fashion purchases to their Finery 'wardrobe', which sorts their items by designer, color, type and more. Finery also lets customers save items from different e-tailers into one wishlist (avoiding the need for multiple shopping carts) and save their styled outfits. Additionally, Finery users are notified of sales, price changes, and the amount of time left to return purchases. The Finery operating system is free to use. Link: https://www.finery.com/
- Think BEYOND your typical customer journey. Heck, why not alleviate pain points from a competitor? Consider how you might layer additional value/experiences into your offering… Earn the customer’s trust that they know when they buy from you there is nothing to feel guilty about.. And if the consumer trusts you to use their data and make decisions on their behalf, DO NOT ABUSE THAT POWER.
- It’s a ZOO OUT THERE. It’s harder than ever before to SEIZE ATTENTION.
- If your products, services and experiences don’t reward attention with one-of-a-kind stories, self-actualization, redemption, connection to others, or the uniquely powerful feeling of being understood and served as an individual, Otherwise the next time you come calling the consumer won’t pick up the phone!
- What’s driving expecatations in this space higher than ever?
- Corporate verticals are artifacts from a more timid time! Every brand is a media brand. Beyond churning out content, brands are experimenting in new areas to unlock revenue and excite customers.
- The shift towards an Experience Economy began at the tail end of the 20th century. Competition was, of course, supercharged by social media, the perfect platform to share and show off experiences in pursuit of likes. Yet in 2017, carefully curated photo albums of a once-in-a-lifetime vacation are about as valuable as your MySpace friend count. The shift towards ephemeral ‘stories’ means exploits, STATUS SANDCASTLES, must be rebuilt daily. And as livestreaming is more widely adopted, the rawness and reality of shared experiences will further intensify!
- In a marketplace with endless choices to make, customers flip from purchasing the cheapest/fastest/easiest option in one category, to fussing over every little detail (whether it’s the discovery, the packaging, the delivery, the consumption or something else) in another. It’s the latter where they want to spend their attention and be seen doing it. How else to explain the 25-year high in vinyl sales in the era of music on tap? Every touchpoint – from discovery, to storage, to playing records – demands more attention, yet vinyl provides greater reward for those customers that see it as a worthy investment in their identity.
- While few businesses can build a meaningful brand with puppies, pop-ups, pyrotechnics and PR stunts alone, the desire for playful, one of a kind, unexpected experiences is real. Brave brands will experiment at every touchpoint and redefine expectations.
- Maybe you’re creating something the CUSTOMER or passerby has NEVER SEEN BEFORE! The Mexican Tourist Board created rain showers of tequila in Berlin as part of a bid to encourage more German people to visit the country. Exhibited during Germany's rainiest month; the March 2017 campaign used ultrasonic humidifiers to vibrate tequila at a frequency where it turned into a visible mist; the mist was then condensed to form drops which fell as 'rain'. What’s extra cool? The display was synchronized with Berlin's weather, timed to coincide with actual rain showers. Link: http://beta.visitmexico.com/en
- Some brands are SEIZING attention by DEMANDING PARTICIPATION and ACTION on the part of the customer… another great example of brands working together across verticals… Promoting its Your Pass loyalty card, Air France partnered with Adidas and sportwear retailer Citadium in January 2017. The airline encouraged parents to purchase the 2017 Adidas EQT Support ADV sneakers for their kids, and receive the EUR 42 loyalty card for free as part of the Run To Mum campaign. Kids were then sent one shoe - needing to book a domestic flight home and visit their parents to get the other one. Young people could also share a Facebook message or microsite, with a hint asking their parents for the EUR 119 sneakers. Link: https://www.runtomum.com/
- In a retail landscape where Algorithms now do battle to undercut eachother’s prices in real time.. ONE WAY TO SEIZE attention? Ahead of May 2017's Mother's Day, Oechsle unveiled a campaign encouraging customers to think differently about gifts for their mothers. The Peruvian retailer surveyed moms about the worst gifts they'd ever received for Mother's Day, with answers including cooking equipment, domestic appliances and household electronics. Oechsle then significantly inflated the prices on these items in the run-up to the event. Link: http://www.oechsle.pe/
- We argued about this quite a lot in the office… Burger King Spain partnered with professional gamers to deliver food to players in the April and May 2017 #BurgerClan campaign. The fast food chain worked with nine professional gamers, who appeared in PlayStation games (including FIFA and Call of Duty), to take players' orders. After players input their delivery information and connected to the PlayStation network, they could order special Burger King meal deals through their microphone, without having to step away from the game. Link: http://www.contagious.com/blogs/news-and-views/burger-king-playing-with-food
- Once they’ve met lower level needs, humans crave self-improvement. This urge spread across the emerging global middle class and collided with the Experience Economy. Today, hard-to-impress clientele seek self-actualization and a colorful story to share with peers.
- It’s not enough to get down to the Yoga studio in the morning… That studio has to offer a TOTALLY unique experience that you can then share ChromaYoga's classes feature chromatherapy to help induce a meditative state amongst participants. Opened in London during January 2017, the yoga studio features lights in changing colors – red, blue, orange, yellow and pink – as students undertake classes. While teachers guide students through the poses, different scents are emitted, and sounds or binaural beats mimic frequencies that the brain emits during different states of consciousness. Link: http://www.chromayoga.co.uk/
- We aren’t just seeing self-improvement providers layer on experiences. We are seeing experience providers layer on self-improvement. From January 2017, New York's Metropolitan Museum of Art is hosting The Museum Workout: a 45-minute exercise-based tour. Taking place before regular gallery opening hours, the workout features a route around the museum curated and narrated by illustrator Maira Kalman. The routine's playlist features pop-rock music, and after their workout, participants can enjoy drinks and snacks. Link: https://www.youtube.com/watch?v=rxFuOUJF1JE&feature=youtu.be
- We’re seeing self-improvement crammed into the tiny spare moments customers have during the day. October 2016 saw the launch of Kemet: a radio station transmitted via the Cairo Metro's public address system. Broadcasting every day, Kemet transmits short, six-minute programs on subjects such as culture, history and economic development. The shows have been designed to suit all ages and backgrounds, while avoiding topics such as politics and religion. Kemet also broadcasts information about the subway service, and is on air from 7am until 1am daily. Link: http://gulfnews.com/news/mena/egypt/cairo-subway-radio-offers-educational-programmes-to-commuters-1.1959510
- This isn’t about FAKING self-actualization… it’s about transformation… January 2017 saw RYU unveil a promotion giving customers discounts on fitness garments if they had either lost weight or gained muscle mass over the previous year. Shoppers could bring items they had bought from the Canadian athletic apparel brand back to stores – and repurchase the same or similar items for half price if they had fulfilled the fitness criteria. Any returned items were donated to local fitness-related charities by RYU. Link: https://ryu.com/
- Customer obsessed brands know that digital disruption does not call for a retreat from all physical infrastructure. With longer lifespans than ‘pop-ups’, brand-driven venues for performance, education, work and great coffee can bring people together and seize attention.
- This space is a lot more exciting than your typical local bank branch. 10.000 cookery books, spices to smell and sample and on-site kitchens to use in programs. Opened in Seoul during May 2017, The Cooking Library is a cultural space created by Hyundai Card. The credit card company's members can browse more than 10,000 cooking and food books, dating back to the 1960s, as well as various cookery magazines. The space also features 'The Ingredients House' which includes over 200 herbs and spices for visitors to smell and sample. Two on-site kitchens are available for members to use while visiting, with a program of events and activities also on offer. Link: https://www.hyundaicard.com/index.jsp
- Mini are stepping on WeWork’s toes in Brooklyn, where else, with rentable meeting rooms, free open spaces a galler and a restaurant… a LONG way from a car dealership. They just had David Byrne from Talking Heads give a keynote there… and I missed it! n January 2017, BMW-owned car manufacturer Mini partnered with a US-based architectural firm to open A/D/O: a creative hub in Brooklyn. An old warehouse was transformed into a platform for local designers and entrepreneurs to access and try out ideas, with both rentable and free co-working maker spaces. The building also features meeting rooms, a restaurant, design shop and outdoor gallery. Link: https://a-d-o.com/
- May 2017 marked the worldwide debut of Apple's free educational sessions, through the Today at Apple program, offered at all 495 of the company's stores. Highly skilled Apple employees and other experts host events focusing on a range of topics - including photography, coding, music, art, design and business. The sessions vary in level (from beginner to professional) and are designed to allow local community members to connect with one another. 'Today at Apple' also features programs for specific groups, such as 'Teacher Tuesday'. Link: https://www.apple.com/newsroom/2017/04/today-at-apple-bringing-new-experiences-to-every-apple-store/?imgid=1492637040377
- This is a massive shift in mindset from assuming the ONLY way to compete with ETAIL is to be as time/attention saving… That’s certainly part of it, but you can see how customers will really stick around for a MEANINGFUL experience and that builds a MEANINGFUL relationship with your brand.
- The best way to capture a customer’s attention at any given moment? Harness their unique data and circumstances to prove to them that you understand their exact needs there are whole strands of product or service design where minimalism still rules the day. And innovators around the world are pushing the limits and proving less can be more. If you’re going to SEIZE attention, consider how you can facilitate self-improvement not just in a physical manner, but at a deeper, perhaps even spiritual, level. Yesterday’s brands delivered their offering with profits (or shareholder value) their only objective. Today they’re expected to be anchored to a greater cause, a higher purpose. Tomorrow’s brands, through everything from their pricing to their production, to their packaging, will go so far as to help the customer find and shape a purpose of their own. What can you do to make your competitors gamified experience feel like Pac Man in comparison to your Final Fantasy?
- At any particular moment, you must decide if your brand’s offering is a stepping-stone on the way to experiences or if you are providing the experience itself.
- Reed Hastings Consider Netflix, the media and entertainment giant wants to SEIZE users attention with as much compelling content as it can, hence the USD 6 billion it is investing in original programming in 2017. Yet Netflix was able to celebrate (with a steak dinner, no less) reaching 100 million subscribers because it endeavours to make trials, purchasing, logging in, refunds, updates, discovery, cross-device access and more as seamless as possible.
- So there are expert interviews to come! We will also be rolling out a brand new tool for you to plot your customer journey and come up with your own expectation beating innovations!