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How To Thrive In A World of Connected Customers

What it means to be customer-centric; how mobile devices, apps and social networks transform behaviors of customers and require new analytics and new commitments from organizations

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How To Thrive In A World of Connected Customers

  1. How to Thrive in A World of Connected Customers Peter Coffee VP for Strategic Research inc. 10 April 2014
  2. Stolen From BMW’s Winter Olympics Ad Trying to predict the future is a discouraging and hazardous occupation, because the prophet invariably falls between two stools. • If his prediction sounds at all reasonable, you can be quite sure that in 20 or at most 50 years the progress of science and technology has made him seem ridiculously conservative. • If a prophet could describe the future exactly as it was going to take place, his predictions would sound so absurd, so farfetched, that everybody would laugh him to scorn. If what I say now seems to be very reasonable, then I’ll fail completely. Only if what I tell you appears absolutely unbelievable, have you any chance of visualizing the future as it really will happen. - Sir Arthur C. Clarke, 1964
  3. Let Me Start With What’s Not “The Future”*
  4. Let Me Start With What’s Not “The Future”* * Because It’s Already Here
  5. “The Cloud”? No Longer the Future; Never Even a Goal The verb, “to cloud,” does not have a single positive meaning The cloud is always a symbol of things that people don’t want to do themselves, or even necessarily have at all: of annoying enablers that add no real value of their own Suppose we’d called it… “connected computing”?
  6. Believe it: your customers are connected
  7. What Used to be “Personal Computing”… is now Multi-Device Community Engagement
  8.  Old Customers: – Prospects get content from Marketing – Buyers negotiate terms with Sales – Customers raise issues with Support  Connected Customers: – Prospects seek insights from customers – Buyers collaborate on competitorresearch – Customers tell the world when they’re not happy  Companies need new organizations & processes – Every employee/contractor/partner is a spokesperson/avatar – Power to address issues must be pushed to edge of organization – Collaborative response must be available on demand Connected Customers Rewrite the Rules
  9. TECH 5/06/2013 @ 8:39PM | 5,338 views 10 Ways Cloud Computing Is Revolutionizing Manufacturing Designing in services is now becoming commonplace, making cloud integration expertise critical for manufacturers.  From simplistic services integration on iPhones to the full implementation of voice-activated controls including emergency assistance in the latest luxury cars, adding in services integrated to the cloud is redefining the competitive landscape of industries today.  Revising a product or launching a new product generation with embedded services can mitigate price wars, which is why many manufacturers are pursing this strategy today. Products are Also Connected
  10. “Product” → Entry Point to a Service What if you could connect your customer’s camera to a service that evaluated image metadata, and recommended lenses best suited to attempted photo situations? Think you might sell more glass?
  11. ‘Cloud’ is Where the Puck Used to Be  “Big Data” gives the cloud something to do – Elastic capacityfor high peak/average ratios – Connectivity to real-world, real-time…reality
  12. Value from Feeds of “Big Data” Demands Disciplines of Discovery, not Query
  13. Mobile Data Sources: Where the Puck is Going  The customers are connected all the time  They don’t want the PC experience in handheld size
  14. What is an “application” anyway?  Old “applications”: – Data captured as by-product of business activity – Function driven by familiar business tasks – User experience an afterthought – Built by programmers; judged on cost & efficiency  New “apps”: – Data captured through algorithms of discovery – Function driven by customer delight – User experience a top priority – Apps built by front-line business units; judged on ROI
  15. Mash-ups from Web and AppExchange Native Desktop Connectors Integration Tools AppExchange Apps ERP Any System Finance Systems of Record Systems of Engagement A Connection Plan is not a Rip/Replace
  16.  Connecting Machines – ‘OnStar’ network daily handles 150k human requests… …and 130k machine-originated requests – Some are critical, e.g. air-bag deployments – Others may be infotainment, e.g. mileage ‘leader board’  Connecting Processes – General Electric wind-farm management: 123 turbines – Field-wide speed optimization, anti-icing behaviors – 3% output increase  US$1.2M/year added revenue  Connecting People – Asics delivers RFID-triggered messages to marathoners ‘Cloud’ Connects Machines/Processes/People
  17. The Community We Used to Call “Cloud”… …is Embarked on a Drive Toward Connection Visionary speakers 1,200+ breakout sessions 350+ partner sponsors Gala featuring Green Day at AT&T Park Global Coverage Snapshot • “A year from now Salesforce1’s greatest contribution to Salesforce customers could be making their applications easier to use, especiallyon mobile devices.” – Forbes • “Viewed simplistically, Salesforce1 is delivering a more powerful mobile app and a bunch of new APIs, but that would undersell the platform's importance in a connected world.” – InformationWeek • “The concept [Salesforce1] is valid and in tune with a business world quickly abandoning its desktop PCs for tablets and ever more powerful smartphones.” – eWEEK • “ says it now has 1.4 million registered developers, almost double the number it had a year ago, a growth spurt one analyst called “stunning.” – PCWorld
  18. We Need to Create New Value • In 2010 • 58% of surveyed U.S. consumers said they’d pay a higher price if they had a strong expectation of superior service. • On average, 9% premium would be OK. • In 2012, 66% willing to pay +13%... …and 75% said they’d already spent more with a company in response to superior service, up from 57% in 2010. •Connected products can elevate service, from damage control to proactive customer care
  19. “The Cloud”? You’ll Get What You Ask For  If you treat the cloud as merely a way to modernize your IT, that’s all you’ll get.  No matter how creatively and competently that modernization is done, it will not be enough.  Broadening perspective requires enlarging community of stakeholders and lengthening the list of criteria for success.
  20. Salesforce1 is The Customer Platform Salesforce1 PlatformAPIs Salesforce1App Salesforce1 Platform Services Heroku1 ExactTarget Fuel Sales Cloud Service Cloud ExactTarget Marketing Cloud AppExchange
  22. Peter Coffee VP for Strategic Research inc. @petercoffee in/petercoffee Creative Commons Attribution-NoDerivatives 4.0 International