trends 2015: a new world of digital opportunities to delight your customer
DESCRIPTION
A presentation given at the event with LUSH, Acquia and iKOSTRANSCRIPT
Welcomedigital innovationbreakfast briefing
Digital commerce agency
Driving digital change culturally
The digital experience company
MYLES DAVIDSON - iKOS DIGITAL
ADAM GOSWELL - LUSH DIGITAL ANDY RUSSELL - LUSH DIGITAL
RAY GRADY - ACQUIA INC
A new world of digital opportunities - 2015 Trends
How LUSH Embraced Digital for Dramatic Results
Engaging Today's Consumer: Make Commerce Beautiful
topic: speakers:
Trends 2015to delight your customer
a new world of digital opportunities
DIGITAL ISATION
“Our customers expect to engage with us instantly through a myriad of digital and social platforms, and the expectations of the business on us have never been higher.
These new technologies and new channels require us to transform not only what we do, but how we do it”.
Caroline Taylor, CMO, IBM Europe
RIPPLE EFFECT
AGE OF CUSTOMER EXPERIENCE
Customers are driving us
Massive change has already happened
Poor customer experience companies are dying
TRANSFORMATION IS NOT OPTIONALOrganisations who focus on customer experience are thriving in the face of competition
Multichannel customer worth circa 4x a single-channel customer with some retailers now saying 8~12x!
Sources: Forrester Research and Wartermark Consulting. Aberdeen; interviews; JC Williams Group; McKinsey analysis
BARRIERS: SILO’S
IF THE TECH IS WRONG THE EXPERIENCE WILL NEVER WORK RIGHT
CLUTTERED - systems & processes are tactical & single-channel
CONSIDERED - individual systems & processes are customer focussed but lack links cross channel
CAPABLE - integrated systems & processes but not fully harnessed
CULTURAL - fully integrated across channels
GETTING TO A SINGLE VIEW OF A CUSTOMER
JUST 4% CLAIM TO HAVE JOINED UP SYSTEMS
Source: e-Consultancy report - single view of customer
HOW DO LEADERS ENGAGE WITH THE CUSTOMER?
Use the power of social and mobileExtend physical experiences with digital Create experiences that bring people togetherInteract with customers on a personal levelUse digital to enhance personal interaction
01
STEP ONE“from cluttered to considered”
Every fresh ingredient has a story
Every product has its inspiration
Content and Commerce are unified to tell the story of the brand
CONSIDERED: Content Driven Commerce
Content & Commerce
Kitchen:Today’s menureal time manufac. live social voting
SOME RESTURANT WEBSITE
MenuHow to find us About usMake a booking
02
STEP TWO“capable”
extending the platform
Cloud Infrastructure, Content & Commerce eco-system
Finance ERP'sCRM &
Business Intelligence
Order Management &
Fulfilment
Web & Mobile AppsOut
notifications, alerts
In info & data
Customer Engagement
Customer & Business Services
Platform
All Powerful Integrations*
APIs are the bridge between IT requirements and the digital economy
*API is an abbreviation of application program interface
Yesterday we mapped the worldCellular data and GPS can get you to your destination and generally gets us outside a building
Now it’s time to go indoorsThe devices we carry today have motion sensors and chips that can determine your precise indoor position and direction
The possibilities Way-findingFind you
(made possible because of the published APIs)
alert: gate 23 is closing in 15 minutes and is 8 min walk, turn right at Harrods
take the lift to the 4th floor, Janet is in room 402
drink: ordered in room and delivered to you at your table
RIP:death to the wooden spoon :-(
Location in contextiBeaconBluetooth Smart
Tiny devices placed in venues, that (via APIs) can communicate with your devices
The possibilities Navigate to POI Proximity alerts 2nd screen interactionsBroadcast of location specific offers
Proximity alert: killer shoes inside
Broadcast of location specific offers
Behavioural patterns:such as dwell time A selection of neutral coloured shirts have been added to your wish list
Behavioural patterns:changing room one little black dress has been added to your basket
2nd screen: alerts, directions and interactions
Link training and health apps
Wearablesconcierge treatment with face detection
1978 CALORIES The nearest pharmacist is 1.2km away
Blink commerce
POPUP STORE
Hail, ride, arrive, paid, reviewFrictionless payment outside
10.2 min*Book, review menu,order, refill, pay frictionless inside
The drones are coming
Digital showroom
BIG DATA READYCustomer touch points via APIs will multiply the amount and type data (geospatial, behavioural…) you collect exponentially
Traditional systems and processes won’t deliver
The possibilities Build powerful predictive models:
Customer ServicesMarketing
Customer Service Shift from reactive to proactive
Better understand satisfactionIdentify at risk customers before a complaintIdentify and fix root causes
MarketingTurn your visitor data into actionable insight at scale
Drive contextual experiences in real-time through unified view of customers
Optimise conversion dynamically via pattern recognition of customers with highest potential
03
STEP THREE“cultural”
joined up thinking
RESHUFFLE
The shift you need to be ready forTraditional Information Technology
Siloed teams with different solutions delivering disjointed experiences
Disciplined (slow) processes for building and deploying digital experiences
Proprietary solutions whose technology evolves too slow
On-premise infrastructure with rigid & costly capital expenses
New Business Technology
Integrated teams with a shared solution delivering unified experiences
Agile (fast) process for building and deploying digital experiences
Open Source solutions that evolve at the speed of the web
Cloud-based infrastructure with flexible and lower cost operational expenses
THE AGE OF CUSTOMER EXPERIENCE
TRANSFORMATION IS NOT OPTIONAL
THE RIGHT TECHNICAL PLATFORM
THE EXPERIENCE AND SYSTEMS NEED
TO BE SEAMLESS
RECAP
“Start with the consumer. Focus on the consumer experience, challenge everything that you thought was true and if you can change the way you do things internally and make the consumers life easier it will pay off.”
Abhi Dhar, Chief Technology Officer. Walgreens
ADAM GOSWELL - Digital Design Manager
ANDY RUSSELL - Creative Director
How LUSH Embraced Digitalfor Dramatic Results