Will You Be Customer Worthy in 2012 5 of 6 MRHoffman NACCM detailed speaker notes part 5 of 6
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Customer Worthy Part 5 of 6 examines the internet of things and demands that companies take responsibility for managing customer and protecting data while CxC matrix and customer frameworks isolate where companies must be innovative in customer experience. Thorough walk through of customer experience design at 24 frames per second by MRHoffman
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Will You Be Customer Worthy in 2012 5 of 6 MRHoffman NACCM detailed speaker notes part 5 of 6
- 1. Will you be Customer Worthy in 2012-13 Part 5 MRHoffman NACCM ï± Within experience and among the crowds lurks the internet of things â WAKE UP AND DEAL WITH THE INTERNET OF THINGS! ï± Internet of Things, (APPs as pathways to internet of things â local + apps + community + motivation and passion â How do you catch up to customerâs passion? You need innovation NOW!) ï± Privacy & Piracy (Your legal department & compliance department would cringe if they realized the extent to which you expose customer information⊠to the internet of things â Nobody even knows what this is â but it controls everything â literally My house had a conversation with my Car last night when my office interrupted (chapter from Customer Worthyâ ) ï± 24 Frames per second (Choreographing the Customer Experience ( Snow White reference to depression era feature length animation created by multiple artists per frame at a rate of 24 frames per second is perfect customer experience analogy â multiple disciplines and talents) ï± Amazon sSingle Web Page as Example for Every Channel Contact ( Customer Experience Requires Framework: Singular Vision: CxC & Customer Experience Framework Role )
- 4. Network of Things â Subway Time
- 5. Subway clock off by hour makes ânewsâ off by hour âNetwork of things effect Or wormhole in space and stepping onto train caused time to travel forward 1 hr
- 6. You are a screen to your customer Screen is a view and access point to network of things
- 8. If your car captures a TB of data about you, who should it tell? Good big brother, bad big brotherâŠ
- 9. How many browsers/screens have there been so far in presentation?
- 10. Did you include the one in your hand?
- 11. How many times have you looked at and interacted with your screen during this presentation? Yes, someone is watching⊠and counting, andâŠ
- 12. Privacy for sale and rent- click here
- 13. Test your browser for unique identifiers without the risk: The Electronic Frontier Foundation, a privacy advocacy group, has set up an interesting online experiment at Panopticlick.eff.org. Panopticlick gathers little de--tails about your browser and computer, mostly using Javascript. In my case, the information it gathered about my browser was enough to uniquely identify my surfing software out of more than 650,000 visitors. http://www.pcworld.com/article/192648/brow ser_fingerprints_a_big_privacy_threat.html
- 14. Disney Animation Imagine, if you will, what it's like to be an animator. Films are projected at 24 frames per second. For a 90-minute film, that's over 129,000 individual frames. Characters are drawn separately and then put together, and placed over painted backgrounds. The work requires talented artists, but they cannot deviate from the structured manner of drawing the characters. http://www.timburtoncollective.com/bio.html
- 15. Every screen/interaction is spying on you Are you a good big brother â bad big brother
- 16. Less and less things are happening by accident ⊠at least not twice Good big brother: choreograph experience for best outcome
- 18. Continuous testing â failing fast â identifying genius is competitive advantage
- 19. Customer Worthy in 2012? (part 5) Continue to Part 6 of 6: ï±Customer Experience Framework (CxC Matrix repeated) ï±Algorithms for 2012 (algorithm wrapped in App wrapped in game 20 questions) ï±Customer Experience Algorithm (predicts what customers will do, whenâŠ.and what they will not do) ï±2012-13 Year of Customer Geniuses ï± Customer Frameworks + Algorithms + Customer Geniuses; Summary & Additional Predictions ï±Feed Passion & Creativity in Structure ï±Customer Worthy @ Each Touch
Hinweis der Redaktion
- Here is my walk to work â I am your customer -
- This part of my commute and the blurriness reflects how I feel in the early morningâŠ. Again context
- But wait â there is something wrong with the subway â The clock at the end of the car is off by 1 hour â How much does a subway car cost? And the clock canât be right? No one seems to notice or care on the train â they all have their personal clocks on their phones, tables, PCs watches â but the trains clock is connected to a much broader network â isnât it?
- Here is the screen on the TV in the subway â NBC also has the time wrong? Is it me?The clock and incorrect time and the potential for making the entire subway system run late â or early â or maybe it is my fault and I traveled through a worm hole as I jumped from the platform to the subway car and jumped through time forward one hourâŠ.Or â the subwayâs connection to the NYC subway system, the internet and all the devices, systems and various connections is out of synch - Is NBCâs time wrong on their broadcast channel?All of these are possibilities â because the train participates in the network of things â so do peopleâs smart phones, cell phones, PCs, GPS everything that can connect to the internet and some disconnected or infrequently connected devices make up the internet of thingsA place where inanimate and animated objects communicate with one another and share information (albeit incorrect information in this example) â The internet of things is a growing issue in 2012 and 13
- And here is why â Your customer accesses you â and likely you access your customer through the network of things.Your customer has a digital fingerprint â a digital representation of all their devices, all their stored data, all their interactions and all the patterns, histories, settings and even the proximity of device to device, location and time of use can be used to define âyour customerâThis is big brother
- I covered this a bit in Customer Worthy and you can read this excerpt on line.The gist is that as everything (with an emphasis on EVERY THING) becomes digitized and web enabled â everything can be tracked and measured â but service can also be enhanced (remember aps) and context and local can be leveraged to improve your customerâs experience. And yes, your customers eventually expect you to leverage the network of thing to improve their experience.So today, right now, some peoples cars do communicate and synch with their homes, and their phones, and their lighting systems, printers, heating and air conditioning, warranty systems, emailâŠ. I can go on â but all of these things â web sites, cars, coffee makers, PCs, phones, credit reports, service records, pictures, email are ALREADY connected.This is the new customer reality â but very few customers know this yet â and no one really comprehends what this all means â The network of things enables Good Big Brother and Bad Big Brother opportunities and risks.
- So hereâs the BIG concept â The customerâs data is THE ROBOT â the robot that delivers instructions to all the devices, to all the processes. The Robot exchanges data, instructions, messages and data with âŠeverything â and everyone that is connected to the network.The story in this slide describes how a smart phone synchs or synchronizes itâs data with the data stored in the car â It specifically mentions how the âSynch API (a function of the Synch service) synchronizes mobile APPS stored in the users smart phoneâ creating a new category if âbrought in Appsâ â Now very, very few people understand what this means â let alone how it works. And most people donât think they need to care âBut you as customer experience managers need to care in 2012 and 2013 â you also need to care as customers yourselves â but that is another presentation â But this article mentions that those apps that people download on their phone (or any internet connected device) synchs with their device â These are the apps that customers mindlessly click through licensing privacy access rights information all bundled into install program clicks â All the default âyesâ clicks that millions of people make every hour â These millions of clicks are on ramps, connecting points, for devices to participate in the network of things â and this network of things has your customerâs information, your customerâs activities, their motions, their digital footprints, their location, their schedules, connections â everything about your customer is digitally represented in the network of things âYour customerâs digital representation in the network of things is THE BIG Thing in 2012, 2013 as the customerâs digital representation, the digital reflection of the most detailed, intimate, private aspects of your customers life, preferences, connections and activities are collected and accessible via the network of thingsâŠand they donât know itâŠ. But you do. So letâs think like a customer -
- So as a customer watching this presentation â how plugged in are you? How connected and IDENTIFIABLE are you(refers to CxC Matrix 9 requirements per each customer contact found in Customer Worthy and @customerworthy.com)
- Did you include the screen in your hand?
- Did you âactivateâ your screen during this presentation â glance at your PC, your tablet, your phone? Did you check in with your internet of things?Does your schedule know that you are at the NAACM show? Is it listed on your work email notification? Your digital phone message response? Is their a note on your friends calendar? How about your family, relatives, co-workers, your assistant, your bosses â do they have a digital note of where you are? Did they get a bleep message that you are online â during this presentation? Did they see your Skype status change to âonlineâ? How about your airline, travel booking site, agent, rental car â the Disney HotelâŠ. Did you realize that all of this information â when put together, identifies where you are, what you are doing?Did you just click âoffâ?
- OK â Am I just making this up? Am I trying to scare you? No. This is all real and if you buy marketing information, if you enhance your file or buy email names with extended contact data â you might, kind of know what I am talking about.But right now, in 2012, the privacy wall is down. There is no wall. The government canât protect your customers or you, the phone, internet, cable, service providers, FCC, SEC, UN, Walmart, Google â no one can protect your customers, you or your data â as a matter of fact â in perfect Orwellian fashionâŠ.Has anyone seen that car commercial with the annoying spokeswomen? Yes that one, what company is that for? Right, Progressive, â have you seen the add for their special discount if you plug a device in your car for 6 months? The TV ad says that you could save 30-50% on your car insurance by just plugging something in your car â they are kind of vague about the whole thing and really hype the insurance discount more than anything else â and they certainly donât advertise that they are putting a tracking device in your car that will track every aspect and detail of your driving.Progressive has essentially taken the default permission âyesâ I just talked about in our APPS discussion and tuned it into a product. They have turned the âyes, access all my information and spy on meâ default privacy forfeiture button and turned it into a product that they actually advertise over and over again. And likely they are not just tracking where you go or how far you drive â but how fast you go, how often you accelerate, how often and hard you brake. Further, it is conceivable that the information could be linked to a umber of other pieces of data to track how close the driver gets to traffic, how dangerous and under what conditions does the driver drive most often?This amount of information available is incomprehensible without computers and categorization methods to equate the driverâs behavior to a risk model to determine the driverâs âfairâ insurance premium and insurability. Oh, and do they share that data with other insurerâs? Is the data available to other companies? Is it sold? Can the data captured be used in court in the case of an accident or a crime?
- Again, letâs all think like a customer â since you all have immediate access to internet connected devicesâŠ.The point here is that these devices all have access to you â The devices, the internet, the network of things has access to your customers â to you.This article speaks to the level of personal data racking and identification that can take place even beyond internet tracking âCOOKIESâAgain, if you are in marketing or IT â this type of information is your job â if you are in customer service, operations, delivery, shipping â LIKEWISE â this information is your job.Companies get to choose in 2012 and 2013 whether they will be a GOOD BIG BROTHER or a BAD BIG BROTHER â as a hint â GOOD BIG BROTHERS PROTECT THEIR CUSTOMERS from abuses through the internet of things. They invest in steps to protect their customers data, their customers welfare and then look to enhance the customerâs experience through the use of this data. Good Big Brothers will help their customers master the customer information robot â The customer information robot may be the single most innovative space or most significant competitive landscape in 2012 and 2013.
- And yes â All of this technology and information impacts your customerâs experience, from how the customer finds out about your product to how they buy it, review it, experience and use your product and service. To how they dispose or upgrade, resell or recycle â all of these facets of the experience are available for you to co-manage with your customers and partners.Yes this is all tremendously complex â but not so complicated. Remember the Disney animation presentation yesterday, when they mentioned the amount of effort required to make the movie Snow White during the depression? Remember how they pointed out that animated movies were very short and how it seemed absurd that anyone would create a full length movie because of the effort and expense of creating each second of animation.Remember â each second of animation required 24 frames or pictures. Remember that each frame, each frame, was created by multiple artists and craftsman.Think of this process when you think about managing customer experiences, think about all of the facets of customer experience that CAN be managed. A 90 minute feature requires 129,000 individual, frames and each frame, as mentioned here, requires Characters being drawn separately and then put together, and placed over painted backgroundsâŠThis is not at all dissimilar from the Amazon page we just referenced â think of all the participants required to build that page, all the IT resources, marketing, product management, finance, analytics, artists required to compile that single page â Now the web page and the second of animation exactly the same as a second in the call center with the orchestration of customer screens, agent scripts, procedures, measurements, communications and technology - and the same as the interactions on a sales floor and face to face sales and service â each facet can be explicitly managed, measured and mastered. Think about it -
- Think about each aspect of the customerâs communication â each slot in each contact, discreetly managed and purposefully designed for a specific outcome. Think of the level of mastery achievable in each of these contacts and the competitive advantage that your company derives by exposing the potential of each one of these contacts, the potential that can be realized by mastering each connection with your customers through each of these contactsâŠ.
- We know this level of mastery is not only achievable conceptually, but that intricate, intentional customer experience design is an established best practice in the internet channel.Again, using Amazonâs web page for âThe Essential Drucker, by Peter Druckerâ as as an example â we can count over 263 slots or Apps (clicks that do something) on this single page. The art comes from not making the page look like 260 options or 260 advertisements. Does this page look like 260 processes to the customer? No.Be a good big brother makes designs this page and every interaction to leverage the customerâs context and experience to this point in the customer life cycle - a good big brother manages to the customerâs best outcome and interests and the companyâs best outcome and interest not waiting either the customerâs time and effort nor the companyâs time and effort.
- The point here is that when we do expose all of the facets of the customer experience, it immediately becomes overwhelming and overly complex bordering on chaotic â But customer experience management is not chaotic and can be managed to appear as choreographed and splendid as Snow White when we take the time to manage all the components with a single vision for the customerâs outcome. To manage to the best outcome, we need to storyboard the customerâs situation, our interaction options and inventory all of the slots along the way â we must break down each of the customer contact points to their âframesâ and identify all of the characters required to make that second of customer experience worthwhile and profitable.Just like the animation analogy, as customer experience managers, we must place the characters on the background to achieve the desired effect.What is required to frame the entire experience? How do we get all of the participants, the stakeholders, the artists into the same room and paint the âidealâ experience story? How do we go about tasking each cast member with a clear understandable, executable goal? We need a framework. Each company needs a wire frame â a common structure to work with that provides a macro and micro view to each facet of the customer experience while being able to depict the customer experience in itâs entirety. Each member of the cast needs to be able to see their frame while being able to see the entire movie so they can see their role in the customerâs context.
- These frameworks, the background for our customersâ experiences, do not look like art, they do not look âfriendlyâ or easy â and frankly, most of the âartistsâ do not need to see the entire matrix, the flow charts, the measures, itâs probably better that they donât â but each cast member should know which pieces of the frame, which pieces under the area under their responsibility, they can change, which areas do they have control over to test and refine.This level of detailed framework is a foundation for innovation. I know it looks like the opposite â this example from the CxC Matrix in Customer Worthy looks anti-artist and anti-creative, but the intent is exactly the opposite. The CxC Matrix and similar frameworks, enable customer experience managers in marketing, sales, customer service, product development, purchasing, design, delivery â it allows them all to focus on the pieces of the experience that can be changed. It isolates the fundamental process requirement elements (think regulations, quality standards, functional limitations, legal limitations, company guidelines, system limitations) and exposes each of the experimental or test areas.Again, like the Amazon page, conceptually, the experimental and creative areas are exposed for unlimited â but measureable experimentation.Continuous testing and experimentation are competitive differentiators in 2012 and 2013 â The Amazon design like understanding will expand into other customer experience channels.