martin gedde's presentation at emerging communication conference & awards 2009 europe
DESCRIPTION
See corresponding blog:http://blog.eComm.ecTRANSCRIPT
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Goodbye minutes, Hello moments:The Voice Business Model for the CloudMartin GeddesStrategy Director, BT Innovate & Design
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Going… 1988
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Going, going… 1995
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Going, going, gone… 2008
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The party’s over
Revenue for top four UK mobile operators, £million
Source: Ofcom, Telecommunications market data tables, Q1 2006-2009.
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Cycle of products and needs
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Case study:Voicemail
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Example: A real call
Mobile network
operator
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Verbatim text
First saved message.Sent September 29th at 9.39am.Good morning, this is a message from HM Revenue and Customs for Mr M R Geddes. If you could you return my call on telephone number 0845 38021427 quoting the reference [DELETED]. Our office hours are 8am to 8pm Monday to Friday and we would appreciate a call back no later than 8pm on Wednesday the 30th of September. Thank you.End of message.
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What did we hear?
• The ‘container’ – announcing the message
• Message medium– Poor quality audio
• Message content– Sender details, Recipient details, Requested
action, Call-back number, Reference number, Times to call, Expiry of call-back period
• The ‘container’ – press # to return call
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This is a test message.The service on this number is
currently inactive.
And if we call HMRC back…
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Inadequacies of voicemail for B2C1. Ineffective• Relies on customer writing, remembering,
acting• Poor user experience – bad UI, not
personalised
2. Inefficient• Hand-crafted, one-off message• Must identify and re-authenticate customer
returning call
3. Insecure• No reason given for call to user• Is it really HMRC?
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The telco’s revenue?
€0.07Termination fee
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Case Study:Social Media
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Big trial
17,102BT Retail consumer
customer support interactions handled via TwitterApril-October 2009
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Big benefit
50%of BT Tradespace customers
subsequently make a spontaneous positive public comment about BT
in a public social media space
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Social media maturity issues for B2C interactions
1. Support and accountability2. System limitations3. Security of private data4. Timeliness of data
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What’s thereal need?
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Customers
Inescapable demands
The public expects ‘free’ services and wants ‘free’
delivery.
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Enterprises
Inescapable demands
‘Minutes’ waste time
and thus money
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Increasing complexity in customer contact
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Communicating with customersEnterprises Custom
ers
INTER
FAC
E
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1. Use existing channels
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How?Use existing channels better
An SMS, with subject line,
and click-to-call URL
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2. Enhance existing channels
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How? Five ways to improve voicemail for B2C interaction1. Insert, update, and delete
APIs2. High definition audio3. Personalise interactions4. Smarter containers5. Multi-modal communications
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How? “Twitter for Business”1. Enterprise customer experience
– Service level agreements– Enterprise support
2. Enterprise features– Multimedia messaging for B2C
interactions– Federated identity– Security and authorisation features– Real-time customer intelligence
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3. Create new
channels
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How? “Please call…”
Today:“Missed calls”
Tomorrow: “People who want to talk
to you & why”
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Google is doing it already
Source: Lifehackerhttp://lifehacker.com/5374387/gmail-adds-favicons-enhanced-content-to-some-messages
Interact with Netflix
inside Google Mail.
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BT’s Ribbit adds voice to Google Wave
More end pointsRicher interactionsUpsell to transactions
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Re-imagine the offering
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Six universal business processes
IdentifyMarket
SellDeliver
Bill & PaySupport
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Those processes leak money…
Labourcosts
Energycosts
Working
capital costs
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Three functions of communications systems
Connect+
Interact+
Transact
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Three revenue opportunitiesConnect
Delivering an HD audio message alert to my visual voicemail system
€0.1
Interact
Smart interactive voicemail message that avoids a call to contact centre
€1
Transact
Collect payment on enterprise’s behalf(“Paypal for voice”)
€10
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The global platform
race
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Huge ecosystem complexity
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Global communications platforms
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Who will profit?
Telcos?
Salesforce+
Google+Facebook
?
Someone new?
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Five stage evolution of communications1.Messages… for Everyone2.Minutes… are Everywhere3.Megabytes… for Everything4.Media… for Entertainment5.Moments… for Efficiency
