This document discusses strategies for managing user interruption in the age of information overload. It notes that consumers are bombarded with 490 minutes of media every day and outlines what content people engage with every minute on social media and other platforms. While 67% of individuals are willing to share data with companies, only 27% are comfortable with third parties having access to it. The document argues that to build trust, brands must seek user permission before automating data sharing and ensure all power and control resides with the consumer. It presents a vision for open standard data passports that allow connected services across brands while protecting privacy.

1. Is time the
new enemy?
Strategies for managing user interruption
Monkeytalk, 28 April 2016

2. A short story about an annoying christmas

4. “With all the talk of digital transformation you’d
think we’re in multichannel utopia, in reality every
brand and channel is disjointed”

5. Three big questions for us

6. Can we really trust
brands with
automation?
What matters to
consumers and
what are their
behaviours?
Does connected
services mandate a
new approach and
set of standards?

7. The poor consumer

8. Source: Quartz, QZ.com
2015 vs 2010 change in daily media consumption
Internet
Outdoor
Television
Cinema
Radio
Magazines
Newspapers -31%
-23%
-15%
-11%
-8%
3%
105%

9. Every single minute
Facebook
users like
4,166,667
posts
Source: Domo data never sleeps 3.0

10. Every single minute
Twitter users
send 347,222
tweets

11. Every single minute
YouTube users
upload
300 hours of
new content

12. Every single minute
Instagram
users like
1,736,111
photos

13. Every single minute
Pinterest
users pin
9,722 images

14. Every single minute
Apple users
download
51,000 apps

15. Every single minute
Netflix
subscribers
stream 77,160
hours of video

16. Every single minute
Reddit users
cast 18,327
votes

17. Every single minute
Amazon
receives 4,310
unique visitors

18. Every single minute
Vine users play
1,041,666
videos

19. Every single minute
Tinder users
swipe 590,278
times

20. Every single minute
Snapchat users
share 284,722
snaps

21. Every single minute
Buzzfeed users
view 34,150
videos

22. Every single minute
Skype users
make 110,040
calls

23. Every single minute
Uber
passengers
make
694 rides

24. “We are intentionally bombarding our consumers
with 490 minutes of media every day. That’s not
much of an experience.”

25. That’s 174
newspapers every
day of content

26. And how do they feel about sharing that data?

27. But that percentage
drops to 27% if
the business is
sharing data with a
third party
Willingness to
share data: 67%
individuals are
willing to share
with companies
Source: Accenture 2015

28. If a better digital customer experience relies on
sharing with the benefits of spending less time and
more relevant content, how could we encourage
consumer to actively share between companies?
?

29. Trusting brands

30. Just what is trust?

31. The provider will do
as it says
The provider will act
in the consumers
interests
If something goes
wrong, it will say so
and deal with it
straightforwardly
Source: Charlie Mayfield, JLP

32. “With trust at an all time low, brands can not assume
they can automate data transfer. To build credibility, the
brand has to only act in the consumers interests.”

33. We must take the consumer
on a journey of trust. We
must seek permission. The
service should be the
confidential silent gatherer.
“This seems to be happening
a lot, would you like me to do
that for you?”

34. “All power and control of automation should
reside clearly with the consumer”

35. Late running train to
London, knows I buy coffee
at Charing Cross station.
Meeting due in 15 minutes.
Benefit: compensation and
time saving

36. case
Mercedes Benz links with
Nest thermostat: set
heating based on location
and temperature control.
Benefit: the environment.

37. Making this happen is difficult – Technical complexity of
accessing GPS, Diary, Purchase History, Bank, Loyalty
programmes, Notifications… what’s the biggest concern?
Privacy. Who gets access?
?

38. Time for new
standards?

39. Brand + Brand =
Experience
Location + Activity + Permission to data

40. Brand
(Physical)
Products and services
Brand
(Physical)
Brand
(Both)
Brand
(Digital)
Brand
(Digital)
Mobile OS open standard Passport
Data encrypted and not available to
Telco or Manufacture
User manages usage and behaviour
Recording + request access Permission + Personalisation

41. Trust is the key here. We must take the customer on the
journey of trust. Before complete automation we must seek
permission: the OS can report ‘this seems to be happening a
lot, would you like me to do that for you?’ The power and
control should reside clearly with the customer.

42. Internet of things
Internet of activity

43. Waking up Eating Travelling
Working
Shopping
Finance
At home SleepingExercise

44. Remove pain Authorised Automate Reward
Processes that are manual,
time consuming or repetitive
for the customer
Transparency between
provider and customer where
data is being recorded or used
Passing data between
providers and services that
enables a joining-up of
separate products
Time invested in using a
service is rewarded by
unlocking and exclusivity
Irrespective of location or activity four themes

45. Retail banks, loyalty
schemes, pension providers,
FCA
Consolidation between
providers and analysis of
spending patterns to show a
range of scenarios in changing
habits. Forecasts to predict future
balances and automatically
assign funds to savings and
pensions.

46. Fitness hardware, National
Health Service, GP, Employer
Sleep quality linked with
eating and exercise to
determine patterns. Suggested
improvements to routine to
encourage better sleep and mental
health. Flexitime working with
employer – stress and
performance.

47. “Shared data is beneficial to the brand and
consumer without being an intrusive personal
assistant #savetime #privacy”

48. What could this look like?

52. How will your
brand interrupt the
customer less and
become more
relevant?

53. Thank you
@naughtynorth