how to build an experience business - vijayanta gupta
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© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Demystifying Innovation | The Experience Led Business EraVijayanta Gupta | Head of Product and Industry Marketing | Adobe EMEA
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Vijayanta GuptaHead of Product and Industry MarketingAdobe EMEA
@vijayanta
vijayanta.gupta@adobe.com
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
What are we talking about today?
1 | Tectonic shifts in technology
2 | Future of Experience
3 | Becoming An Experience LedBusiness
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Historic success is no indication of future successSelect S&P 500 entrants and exits over the
decadeThe average life span of a S&P 500 company is now less than 14 years
Num
ber o
f yea
rs
Year~
40 y
ears
~
“At the current churn rate, 75% of the S&P 500 will be replaced by 2027”
– Richard N. Foster, Yale Professor
Entered Exited
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Before the tsunami…there are tectonic shifts
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com7
Internet of Things Artificial Intelligence
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
50B connected devices by 2020
Source: Cisco
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Moore’s law
9
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Artificial Intelligence: It has come a long way.
Source: ImageNet, Stanford Vision Lab
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Artificial Intelligence: It has come a long way.
The first computer program to ever beat a professional player
at the game of Go- March 2016 -
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Artificial Intelligence: It has come a long way.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Growing % of customer interactions may soon look like this . . .
© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Image Source: Internet
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
EXPERIENCES ARE
MANDATORY
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Back office wave Front office wave Experience business wave
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Importance of experience
Customer experience leaders outperform the market7-year stock performance customer leaders vs. laggards vs. S&P 500 (2007-2013)
Source: Forrester’s Customer Experience Index and Watermark Consulting, 2014
Cum
ulat
ive
Tota
l Ret
urn
77.4%
Customer Experience
Leaders
51.5%
S&P average
Customer ExperienceLaggards
-2.5%
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
The Future of Experience
Understandingthe intersection of brands, technology, and people
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Methodology
We tested five emerging technologies with a panel of consumers; gathered intelligence from technology experts, and carried out quantitative research online with over 2,000 GB adults.
The technologies tested were:
Virtual Reality
Augmented Reality
ArtificialIntelligence
Internet of ThingsWearables
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
The Future of Experience: Five rules of engagement
Empathy Serendipity Privacy Adaptability Reciprocity
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Image Source: Flickr
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Spotify – Consistent, continuous and compelling
Discover weeklyplaylist
Continuous play across devices
Social sharing
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Business Transformation
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Not necessarily the best way to get it done
Hire a chef
Invent new titles
Kill the cubicles
Adopt the jargon Hire some ex-Googlers
Go casual
Do Silicon Valley“digital safaris”
Accelerate something
Source: CB Insights
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Innovation
24
68 14VS
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Digital Honne – Tatemae Divide
Honne-Tatemae Divide
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Key question – Is your business pretending to be digital and innovative…
Need this and next slide with images that depicts something like this – digital pretence with analog process.
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
…or is it really digital and innovative to the core?
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
Call to action
28
Identify the Digital Honne-Tatemae Divide for your organisation
© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta vijayanta.gupta@adobe.com
1 | Experiences are mandatory.
2 | Putting the customer first and in the center is more important than ever.
Summary
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