how to build an experience business - vijayanta gupta

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.@vijayanta [email protected]

Demystifying Innovation | The Experience Led Business EraVijayanta Gupta | Head of Product and Industry Marketing | Adobe EMEA


Vijayanta GuptaHead of Product and Industry MarketingAdobe EMEA

@vijayanta

[email protected]


What are we talking about today?

1 | Tectonic shifts in technology

2 | Future of Experience

3 | Becoming An Experience LedBusiness


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


Before the tsunami…there are tectonic shifts


Internet of Things Artificial Intelligence


50B connected devices by 2020

Source: Cisco


Moore’s law

9


Artificial Intelligence: It has come a long way.

Source: ImageNet, Stanford Vision Lab



The first computer program to ever beat a professional player

at the game of Go- March 2016 -


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


Back office wave Front office wave Experience business wave


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%


The Future of Experience

Understandingthe intersection of brands, technology, and people


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


The Future of Experience: Five rules of engagement

Empathy Serendipity Privacy Adaptability Reciprocity


Image Source: Flickr


Spotify – Consistent, continuous and compelling

Discover weeklyplaylist

Continuous play across devices

Social sharing


Business Transformation


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


Innovation

24

68 14VS


Digital Honne – Tatemae Divide

Honne-Tatemae Divide


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.


…or is it really digital and innovative to the core?


Call to action

28

Identify the Digital Honne-Tatemae Divide for your organisation


1 | Experiences are mandatory.

2 | Putting the customer first and in the center is more important than ever.

Summary