Trends 2015: A New World of Digital Opportunities to Delight Your Customer
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The document discusses how digital innovation is driving changes in customer experiences. It summarizes the keynote speakers and topics which include trends in 2015 and how Lush embraced digital technologies. The main presentation by Myles Davidson of iKOS Digital discusses a three step process for organizations to transform culturally and technologically to meet new customer expectations: from considering individual channels to developing an integrated platform (capable), and finally achieving a joined-up cultural approach (cultural) with seamless customer experiences.
Trends 2015: A New World of Digital Opportunities to Delight Your Customer
- 2. Digital commerce agency Driving digital change culturally The digital experience company
- 3. 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:
- 4. Trends 2015 to delight your customer a new world of digital opportunities
- 7. “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
- 9. AGE OF CUSTOMER EXPERIENCE Customers are driving us Massive change has already happened Poor customer experience companies are dying
- 10. TRANSFORMATION IS NOT OPTIONAL Organisations 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
- 11. BARRIERS: SILO’S
- 12. IF THE TECH IS WRONG THE EXPERIENCE WILL NEVER WORK RIGHT
- 14. 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
- 16. JUST 4% CLAIM TO HAVE JOINED UP SYSTEMS Source: e-Consultancy report - single view of customer
- 17. HOW DO LEADERS ENGAGE WITH THE CUSTOMER? Use the power of social and mobile Extend physical experiences with digital Create experiences that bring people together Interact with customers on a personal level Use digital to enhance personal interaction
- 18. 01 STEP ONE “from cluttered to considered”
- 20. 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
- 24. SOME RESTURANT WEBSITE Menu How to find us About us Make a booking
- 27. 02 STEP TWO “capable” extending the platform
- 28. Cloud Infrastructure, Content & Commerce eco-system Finance ERP's CRM & Business Intelligence Order Management & Fulfilment Web & Mobile Apps Out notifications, alerts In info & data Customer Engagement Customer & Business Services Platform
- 29. All Powerful Integrations* APIs are the bridge between IT requirements and the digital economy *API is an abbreviation of application program interface
- 30. Yesterday we mapped the world Cellular data and GPS can get you to your destination and generally gets us outside a building
- 31. Now it’s time to go indoors The devices we carry today have motion sensors and chips that can determine your precise indoor position and direction
- 32. The possibilities Way-finding Find you (made possible because of the published APIs)
- 33. alert: gate 23 is closing in 15 minutes and is 8 min walk, turn right at Harrods
- 34. take the lift to the 4th floor, Janet is in room 402
- 35. drink: ordered in room and delivered to you at your table
- 36. RIP: death to the wooden spoon :-(
- 37. Location in context iBeacon Bluetooth Smart Tiny devices placed in venues, that (via APIs) can communicate with your devices
- 38. The possibilities Navigate to POI Proximity alerts 2nd screen interactions Broadcast of location specific offers
- 41. Behavioural patterns: such as dwell time A selection of neutral coloured shirts have been added to your wish list
- 42. Behavioural patterns: changing room one little black dress has been added to your basket
- 47. Blink commerce
- 48. POPUP STORE
- 53. Digital showroom
- 54. BIG DATA READY Customer touch points via APIs will multiply the amount and type data (geospatial, behavioural…) you collect exponentially Traditional systems and processes won’t deliver
- 55. The possibilities Build powerful predictive models: Customer Services Marketing
- 56. Customer Service Shift from reactive to proactive Better understand satisfaction Identify at risk customers before a complaint Identify and fix root causes
- 57. Marketing Turn 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
- 58. 03 STEP THREE “cultural” joined up thinking
- 59. RESHUFFLE
- 60. The shift you need to be ready for Traditional 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
- 61. THE AGE OF CUSTOMER EXPERIENCE TRANSFORMATION IS NOT OPTIONAL THE RIGHT TECHNICAL PLATFORM THE EXPERIENCE AND SYSTEMS NEED TO BE SEAMLESS RECAP
- 62. “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
- 64. ADAM GOSWELL - Digital Design Manager ANDY RUSSELL - Creative Director How LUSH Embraced Digital for Dramatic Results