CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MCorp Consulting

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

© 2010 MCorp Consulting, All Rights Reserved Page 1


Our Speakers

Michael Hinshaw
Managing Director,
MCorp Consulting

Bruce Kasanoff
Managing Director,
Now Possible



Today’s Presentation
 Introduction
 Context: It's (Not) About You
 Six Disruptive Forces
 What You Can Do Today
 Q&A



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
is… must be… should be… can be...

And how To really To become To truly
can we meet customer differentiate on
improve it? customer centric? experience?
needs?



MCorp’s perspective…
To transform – not just improve –customer experience, you
need to answer these questions:

1. What’s 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?



Let’s look ahead.



 Introduction
 Q&A



Your Customers….
Don’t really care about you, your company, your products.
They don’t care about your hours or locations.

How well do you
know your
customers?

They care about themselves.
And they (usually) know what they want.


Your Customers’ Lives… 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.



Your Touchpoints… Need to Change, Too
But first – do you know what all your touchpoints are?
 Do you know which you control?
 Can you rank them all Products

by importance? Static Promotion
Direct Mail
Collateral

 Do you have gaps? Contracts

Sales
 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



Your Customer Relationship Lifecycle
 You understand customer wants and needs at each stage.
 And you know how well your touchpoints meet these needs,
driving customers from one stage of your lifecycle to the next…
Right…?

Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy

Pre-Purchase Trial/Purchase Post-Purchase



Poll: Where is your organization today?
Which best describes your customer experience initiatives…

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. We’ve got it nailed
Today Tomorrow

What What What What
is… must be… should be… can be...

And how To really To become To truly
can we meet customer differentiate on
improve it? customer centric? experience?
needs?


 Introduction
 Q&A



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 © Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina


Disruptive Forces and Customer Experience

Cloud Services
Customer
2. Pervasive Memory Experience 5. Shifting Time
Advanced Analytics



1. Social Influence
The ability to be credible and trustworthy in the midst
of constant interactions between customers, friends
and outside “experts.”



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 © Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710fina


Social Influence: Impact
 It’s going to get easier: for customers to share with others
their experiences with your company.
 It’s going to get harder: to interact with customers without
the - often simultaneous - influence of others.

“The networked market knows more than companies
do about their own products. And whether the news is
good or bad, they tell everyone.”
- The Cluetrain Manifesto, 1999



2. Pervasive Memory
The ability to remember - and access instantly – individual
customer needs, preferences, activities and interactions.
(Hint: it's MORE than just remembering transactions).



Pervasive Memory: CRM could help. However…
Today, companies can remember everything about their
customers. But they usually don’t.
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


Pervasive Memory: Impact
 Memory is the basis of intelligent behavior.
 Memory of shared experiences… that’s what creates
bonds between people.
 What if companies could remember people as well as
people remember people?

( )==$
Those companies will be the ones that grow and thrive.



3. Remote Access
The ability to support on-the-fly exchange of information
between customer’s devices, corporate systems and others.



Remote Access: Growing Faster

Connected Devices Growth (US Only)

ATT
VZ
TMO
Sprint
Others

Subscriptions in 000s

Source: Chetan Sharma Consulting, © Chetan Sharma Consulting, 2010


Remote Access: Impact
 Remote access makes “sense and respond” business
processes possible.
 With instant access to your databases and to what
customers are doing this instant, you can provide
services never before possible.
 Said another way, it will be nearly impossible for firms
that lack remote access to their customers to compete
with those who have it.



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 you’re doing.
But - we’ll 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



1 million people said yes in just 10 days.



4. Digital Sensors
The ability to drive innovation through the use of
sensors embedded in nearly everything
(On, around and even IN you…!)

http://www.ece.uah.edu/~jovanov/whrms/figs/whrms_fig1.jpg



Digital Sensors: Impact
Just a few sensors make the iPhone cool. (Hard to imagine it
didn’t 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


Digital Sensors: Impact
 Sensors were once confined to factories and industrial
equipment, but are now being embedded everywhere.
 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.
 Sensors open up incredible opportunities for innovation
(Like 283,586 Apps – and counting)



5. Shifting Time
The ability to let customers access content and services
whenever (and from wherever ) they wish.



Shifting Time: Impact
 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.
 This time-shifting trend will continue to spread, and will
change the way both B2B and B2C customer service and
sales operate.
 “I’m sorry, please call during normal office hours” will
be a phrase no business dares utter.



6. Physical Web
The ability to help your customers remotely link to, browse
and utilize the physical world like they do the Web.



Physical Web: Impact
 Add up all the points we’ve made so far, and it’s clear we’ll
be browsing the real world like we do the Web.
 Customers can “bookmark” their favorite picnic spot,
parking garage, retailers and more.
 Media firms are developing interactive games set in
the real world.

 Keep track of real things (like your car) in the virtual world.


Physical Web: Opportunities
 Wiring the world is an exponentially larger opportunity
than the Web was.
 Opens up immense new service options, from education
to entertainment to healthcare to…
 Only limited by your imagination (and your speed…)
blagger.files.wordpress.com/2008/07/kearney-capabilities.jpg



Summary: The future gets here pretty fast…
Active Users (Millions)

Source: Facebook


Disruption is, well, disruptive.
But, you’re not alone. Your competitors will gladly disrupt your
business for you…
Customization Think “sense The status Credibility Data
will become and respond” quo will will be will drive
routine; not “make change; challenged success;
and sell”; incessantly;
It will be Your company These Positive Lock it away,
harder to must be much changes WOM is your forget it, or
sell “mass more nimble, start at the lifeblood – ignore it at
produced” fast and edges of but criticism your peril.
products responsive. industries; will spread
and services. be prepared! faster.



 Introduction
 Q&A



Think LESS.

Learn
from your
E S S
customers (and
remember what
they tell you)
 Is your customer
data integrated or
in silos?
 Is it easily and
instantly
accessible?
 Do you know what
your customers
really want and
need?
 Do you encourage
and act on
customer
feedback?



Think LESS.

Learn
from your
Eliminate S
practices that
S
customers (and waste your
remember what customer’s time,
they tell you) money or effort
 Is your customer  Do you look
data integrated or at interactions
in silos? from a customer
perspective?
instantly  Do you have the
accessible? right touchpoints,
in the right
 Do you know what places?
your customers
really want and  Do you view
need? complaints as
annoyances or
 Do you encourage opportunities?
and act on
customer  Do you have a
feedback? culture obsessed
with finding and
solving customer
problems?



Think LESS.

Learn
from your
Eliminate Sense
practices that the needs and
S
customers (and waste your actions of your
remember what customer’s time, customer, and the
they tell you) money or effort world around them
 Is your customer  Do you look  When, where and
data integrated or at interactions how can you make
in silos? from a customer your “senses”
perspective? more perceptive?
instantly  Do you have the  Where can sensors
accessible? right touchpoints, provide better
in the right places? customer
 Do you know what experiences?
your customers  Do you view
really want and complaints as  What do you need
need? annoyances or to know to respond
opportunities? intelligently to
 Do you encourage customer actions?
and act on  Do you have a
customer culture obsessed
feedback? with finding and
solving customer
problems?



Think LESS.

Learn
from your
Eliminate Sense
practices that the needs and
Simplify
your customer’s
customers (and waste your actions of your life
remember what customer’s time, customer, and the
they tell you) money or effort world around them
 Is your customer  Do you look  When, where and  Can your
data integrated or at interactions how can you make customers get
in silos? from a customer your “senses” what they need
perspective? more perceptive? from you…
 Is it easily and whenever they
instantly  Do you have the  Where can sensors want, and from
accessible? right touchpoints, provide better wherever they are?
in the right places? customer
 Do you know what experiences?  Do you go the
your customers  Do you view extra mile so your
really want and complaints as  What do you need customer doesn’t
need? annoyances or to know to respond have to?
opportunities? intelligently to
 Do you encourage customer actions?  Is it easier for a
and act on  Do you have a customer to be
customer culture obsessed loyal than disloyal?
feedback? with finding and
solving customer
problems?



Year-One Action Plan: Think LESS.
 Next Week:
Examine areas that these technologies are already
impacting customer experience in your industry.
 Next 30 Days:
Inventory all your existing touchpoints – human, static and
interactive. Which are most critical? Who “owns” them?
 Next 90 Days:
Assemble a team, and outline a plan for moving forward;
Analyze opportunities for adding “intelligence” beyond
marketing and service
 Next 12 Months:
Integrate “intelligent touchpoints” to your transformation
roadmap; prioritize Quick-Wins to gain broader support. 0

© 2010 MCorp Consulting, All Rights Reserved
2009 MCorp Consulting, All Rights Reserved Page 42


“The 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.”
- Arthur Schopenhauer, 1788-1860



Let’s talk.

Michael Hinshaw
Direct: 1-415-526-2651
mhinshaw@mcorpconsulting.com

Bruce Kasanoff
Direct: 1-203-341-9448
bkasanoff@mcorpconsulting.com



MCorp Consulting, Inc.
1-866-526-2655
www.mcorpconsulting.com


CustomerThink Webinar: Disruptive Technologies vs. Customer Experience | MCorp Consulting

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