the beyonders customer journey - in 2020 everything will be phygital
TRANSCRIPT
CUSTOMER JOURNEY In 2020 EVERYTHING WILL BE PHYGITAL
THEBEYONDERS.AGENCY (LAURENT/RAPHAEL) BRUSSELS, FEWEB, 2016
HOW TO EXIT THE COMMODITISATION TRAP?
Photo credit: Jez Timms
ALREADY IN AN PHYGITAL WORLD?
THE BRAND EXPERIENCE IMPERATIVE
EXPERIENCE IS
THE NEW BRANDING
HOW TO DESIGN EXPERIENCES? TODAY?
Photo credit: Paul Green
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JOURNEY More than a funnel
Photo credit: Redd Angelo
FRAGMENTEDCUSTOMER JOURNEY
SIMPLE TOUCHPOINT
Photo credit: Alvaro Serrano
INFINITE TOUCHPOINTS
“The customer experience innovation journey is a nonlinear cycle of divergent and convergent activities that may repeat over time and at different organisational levels and both ideas and resources are required to renew the cycle.”
ORCHESTRATION
REFLECT CUSTOMER’S IDENTITY SATISFIES OBJECTIVES MEETS EXPECTATIONS EFFORTLESS SOCIAL PLEASURE CUSTOMER IN CONTROL SENSORY PLEASURE STRESS FREE CONSIDERS THE EMOTION
Credit: Watkinson, The ten principles behind great customer experiences
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HUMAN More than a user More than a buyer More than a segment
Photo credit: Frank Mckenna
EMOTION SEEKING
Instead of Problem Resolution
6FIVE HUMAN ASPIRATIONS
Global ConsumerSegmentation
The Aspirational segmentation explores the intersection of consumer needs, desires and shopping behaviors with social and environmental beliefs, values and priorities. The segmentation reveals a spectrum including highly committed Advocates (26% of consumers globally in 2015), style and social status-seeking Aspirationals (39%), price and performance-minded Practicals (25%) and the less engaged Indifferents (10%).
More than any other segment, Aspirationals are defined by their love of shopping, desire for responsible consumption and their trust in brands to act in the best interest of society. And, as the largest consumer segment globally, Aspirationals matter because they are the first to unite materialism, sustainability values and cultural influence, making them an essential audience to build markets, influence cultural norms and shape behavior change at scale.
Practicals
SOCIAL & ENVIRONMENTAL VALUES
MA
TE
RIA
LISM
Indifferents
Aspirationals
Advocates
ASPIRATIONALS SEGMENTATION
ABUNDANCE WITHOUT WASTE
TRULY AS YOU ARE
GET CLOSER
ALL OF IT
DO SOME GOOD
The RISE Of The ASPIRATIONAL Consumer
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VALUE PROPOSITION More than a product
Commoditisation
Customers are increasingly choosing products and services based on the quality of the experiences they have with them
18
EXPERIENCES CREATE VALUE
30
How Much Human Have You Converted
As User?
How Much Of Your Value Propositions Are They Using?
SHORT TERM REVENUES ARE DRIVEN BY
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. www.marketingcanvas.eu
21
CONVERSATION More than Paid Media
Photo credit: Jason Matthews
WHERE DO YOU HAVE CONVERSATIONS?
Photo credit: Ben White
IT’S WHAT THEY SAY THAT MATTERS
24
BRAND More than a LOGO
YOUR IDEOLOGY How you behave!
Photo credit: Janus Y
26
SO!?
MARKETING CANVAS by Laurent Bouty is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Revenue Streams
LONG TERM REVENUES ARE DRIVEN BY
How Much Human Have You
Converted As User?
www.marketingcanvas.eu
TOTAL EXPERIENCE
YOU NEED TO CONNECT THE DOTS FOR LONG TERM REVENUE
1. HUMAN - BRAND 2. HUMAN - VALUE PROPOSITIONS 3. HUMAN - JOURNEY 4. HUMAN - CONVERSATIONS 5. BRAND - VALUE PROPOSITIONS 6. BRAND - JOURNEY 7. BRAND - CONVERSATIONS 8. VALUE PROPOSITIONS - JOURNEY 9. VALUE PROPOSITIONS - CONVERSATIONS 10.JOURNEY - CONVERSATIONS
AND IT IS GETTING MORE COMPLEX…
COMPLEXITY DRIVEN BY TECHNOLOGY
(MOSTLY)
Internet (1.0, 2.0)
Autonomous vehicles
Energy
Drones
Biotechs
Robotic
3D Printing
Nanotechs
Space conquest
Machine learning
IA
Healthcare
Quantum physicsBlockchains
Cybernetic
Internet 3.0
MULTIPLE FIELDS OF DISRUPTION HAPPENING SIMULTANEOUSLY
DISRUPTIVE TRENDS
IOT
NANOTECHS BIOTECHS
AI 3D PRINTING ROBOTS
ANALYTICS QUANTIFIED SELF
ANALYTICS OF THINGS
⬇
USAGE DATA, SHOPPING DATA, LOCATION DATA, SOCIAL GRAPH DATA, HEALTH…
DATA COLLECTION
Analytics of everything
DATA LAKE
Analytics of everythingDATA EXPLOITATION
AUTOMATED DATA MANAGEMENT
SEGMENT OF ONE
MORE THAN REAL TIME
MaaCMachines as a customer
Sensor based passive buying
Shazam everythingShop anything, anywhere
Goods, services & stores, people
Predictive retail
OFFERSSUPPORT
IN STORE GPS
Pushed / Smart Default UI In store GPS,
Location sensitive shopping list
Contextual UI
Algorithms driven & automated logistics
Logistic centric stocks and processes (over human mind centric ones)
Hyper personalisation
STORES
PRODUCTSPACKAGING
JOURNEYS
1 location product cycle
Build/Grow - Sell - Repair
Augmented services
AUGMENTED REALITY SET UP, SUPPORT KITS
SOME TAKE AWAYS
PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT AS PHYSICAL IS AS IMPORTANT AS DIGITAL IS AS IMPORTANT
BUILD ONE WORLD PHYSICAL & DIGITAL ARE EQUALLY IMPORTANT
STRATEGY FIRST CONNECT THE DOTS FOR BUILDING TOTAL EXPERIENCE SIGNATURE
Photo credit: Aditya Romansa
TECHNOLOGY FOLLOWS TECHNOLOGY SUPPORTS VISION
DATA IS YOUR FUTURE UBIQUITOUS DATA BECOMING PRIMARY ASSETS IN THE NEAR FUTURE.
DEVELOP ALGORITHM FUTURE MARKETING ACTIONS TO BE TRANSLATED INTO ALGORITHMS.
VELOCITY & FLEXIBILITY LAYERED ARCHITECTURE OFFERING VELOCITY AND FLEXIBILITY
51Photo credit: Frank Mckenna
HUMAN CENTRED TRUST BASED RELATIONSHIP, SEAMLESS, PERSONALISED AND TRANSPARENT