the future of customer experience
Post on 21-Oct-2014
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We spend a lot of time talking about how technology-driven innovation is defining the future of business. But how does that manifest itself in the future of customer experience? In order to paint that picture, we asked a series of thought leaders and experts what they envision for the future of customer experience. This presentation is a collection of their responses. For more, see the Future of Customer Experience series: http://blogs.sap.com/innovation/tag/future-of-customer-experience.TRANSCRIPT
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The Future of
Customer Experience What is the most extreme future that you could envision for the customer experience?
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It’s All About Context
I envision the world around me being aware of my demographics and psychographics, as well as the contextual information about my current state. When I walk into a store, or visit a Web site, I will have the option of making this information available so that my experience can be tailored to me.
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”Gurdeep Dhillon
Head of Marketing Execution and Campaigns at SAP@gurdeepdBlog Link
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Culture, Data, And Technology
When businesses become more data-driven, when they adjust their culture, take advantage of some of these new tools and recognize the shift in customer behavior, you get a whole new world of business.
Tim Minahan
Chief Marketing Officer, SAP Cloud@tminahanBlog Link
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Customer Delight
Two words define the pathway to customer experience improvement: engagement enhancement. This can be physical (activating more of their senses), mental (soliciting their ideas and influence), or emotional (providing peace of mind, laughter or some other positive feeling), and often a combination of the three. Viewed through this lens, there’s no end to what we can do.
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Steve McKee
President of McKee Wallwork & Company and author of When Growth Stalls and Power Branding@SteveMckeeBlog Link
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It Comes from Insights and Actions
I think that it comes down to: Does your company meet my expectations in terms of reliability, convenience, relevance and responsiveness – does it make my life easier and avoid negative surprises, please?! So the most extreme future for me is to simply get it right, consistently.
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”Dr. Volker Hildebrand
Global Vice President of CRM at SAP Blog Link
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Marketing As The Champion
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”Jonathan Becher
Chief Marketing Officer at SAP@jbecher Blog Link
Marketing needs to become a champion for the customer experience across all channels…Marketing can’t own all the customer experience channels but it can make the experience consistent through counsel rather than direct management.
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It’s Both Personalized And Scalable
Customer experiences that are custom built to individual/household/small business/corporate requirements at cost models that scale across the customer spectrum.
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”Rakesh Shetty
Head of Marketing for SAP Services Industries@shettrayBlog Link
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It’s Seamless & Connected
The experience will be seamless and matching the expectations set within the social network, as if it was a shop down their street that they knew for decades. The extended Enterprise is the new Enterprise and connected business is the new corner shop.
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”Ramesh Ramakrishnan
Founder of RR Marketing Advisory@Ramesh_RamkiBlog Link
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It’s Cultural And Passionate
Becoming truly customer-centric by implementing systems that enable you to drive a C2B mentality. Consumer-to-business in a connected world of listening, deciding and then engaging in the most effective manner.
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” Anthony Leaper
Senior Vice President and Sales GM for Enterprise Social Software at SAP@ALeaperBlog Link
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It Cuts Through The Noise
The idea is that Customers/Consumers control everything, based on their knowledge of the value of their own data. Businesses must find a way to connect with their customers through this service and with relevance to ensure that they become the ‘signal through the noise.’
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”Jamie Anderson
Global VP of CRM Marketing at SAP@collsdadBlog Link
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It’s Without Customer Service
In a perfect world you wouldn’t need customer services. The next best thing is a very fast, highly intuitive process to get whatever help you need as rapidly as possible so that you can go on with whatever else you need to do. Isn’t it reasonable for a customer to be able to have a quantifiable expectation of what is going to happen when they need assistance?
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”Neal Shact
Founder and CEO of CommuniTech Services@nealshactBlog Link
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It Should Be As Easy As Pushing A Button
The most extreme future for experiences I see comes from the world of TV and movies like The Jetsons for example. George or Jane or Judy or even their boy Elroy could simply push a button and instantly they would have a given item. Want a pizza? No problem, push a button. Want a new bicycle? Easy, push a button.
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”Steve Olenski
Senior Creative Content Strategist at Responsys@steveolenskiBlog Link
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It’s Exclusively For You
I think that just like websites are able to follow our trails and recognize us online and what we are looking for, the physical stores will also be able to recognize us by facial recognition and will know all about us (our likes, dislikes, affiliation, views, etc). They will then be able to create an offer that is exclusively for us.
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”Mukesh Gupta
Customer Advocacy Manager at SAP India @rmukeshguptaBlog Link
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It’s Efficient And Organized
Gregory Yankelovich
Product Management Strategist at Amplified Analytics@piplzchoiceBlog Link
Customers really don't care how you are organized as long as it is simple and clear how you can help them to do what they need to do. When it is understood, a company will organize itself to deliver the experience in the most effective and efficient way.
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It’s Awesome and Creepy
Jen Cohen Crompton
CEO of SomethingCreative LLC@JenCoCromptonBlog Link
Companies seem to be walking the line between awesome and creepy, meaning that some companies are taking “tracking” to an extreme level, and others are doing it just right. This really goes back to the foundation of being transparent. Customers want to know the motivation behind companies.
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It’s Demand Driven
Innovative businesses will create a better customer experience through the customization of products to the individual.
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” Richard Howells
Head of SAP Solution Marketing for Supply Chain @howellsrichardBlog Link
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Daniel Newman
Co-Founder and CEO of EC3, author of "The Millennial CEO" @danielnewmanuvBlog Link
It’s About Big Data and Social Collaboration
Well, they [companies] are already able to read our eyes and expressions – so I see that being turned into some type of pool of big data that allow companies and brands to know what their customers really feel about their product.
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The Product Maker Is The Practitioner
Rachel Spasser
Chief Marketing Officer of AribaBlog Link
I think you’ll see more companies moving to a paradigm in which the practitioner will become the driver and the product or solution manager become the order taker.
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It’s Exclusively For You
Ted Coine
Co-CEO of The Human Side of Busines and SwitchandShift.com@TedCoineBlog Link
Truly, we will be living in the Social Age, because that’s all most companies will be: networks that enable us to do our things on their platforms.
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It’s Human Relationships That Matter
Where companies and their marketing & communications are largely irrelevant for 80% of the customer decision journey – customers only touch company platforms and content when they are at the point of final decision. Oh, wait. That's now.
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”Maggie Fox
Senior Vice President of Digital Marketing at SAP@maggiefoxBlog Link
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To learn more about The Future of Customer Experience
visit Business Innovation from SAP