The New Who and the Myth of Customer Empowerment

THE NEW WHO
AND THE MYTH OF CUSTOMER
EMPOWERMENT

NAUMI HAQUE & JEFF DECHAMBEAU

THE CUSTOMER IS IN CONTROL

“ Armed with information from the Web and
mobilized through social channels,
customers are sweeping aside the
‘Mad Men’ [...] Instead of customers
serving the companies, the companies are

”
now being forced to serve them.
- Senior Contributing Editor TMCnet

2 | © 2010 MOXIE INSIGHT. ALL RIGHTS RESERVED.

DATA
RICH
CONSUMER
LIFESTYLE


WWDDD?
4 | © 2010 MOXIE Corp. All Rights Reserved.

DANCE
PUPPETS
DANCE


ADD
VALUE


THE POOR ANALOG SELF


CRUDE SEGMENTATION

Source: Eric Fischer, Flickr;
based on U.S. Census
Data, 2000


THE POVERTY OF WHO

0% 20% 40% 60% 80% 100%

Quality of customer data 12% 16% 27% 21% 13% 12%

Excellent Good Average Below Average Very Poor Not Applicable

Source: Naumi Haque, Survey Results: Leading in the Age of Unbounded Data, Moxie Insight, 2010.


THE NEW WHO: THE RICH DIGITAL SELF

WHO THEY ARE
(IDENTIFIERS)

WHO THEY KNOW WHAT THEY DO
(RELATIONSHIPS) (BEHAVIORS)

Source: Jeff DeChambeau, The New Who and
the Myth of Customer Empowerment,
Moxie Insight, 2011. WHAT THEY THINK / FEEL
(EMOTIONS)

“WHO”IS MY CUSTOMER?


EXAMPLES OF NEW DATA TYPES
WHAT THEY DO
(BEHAVIORS)

WHO THEY KNOW
(RELATIONSHIPS)

WHAT THEY THINK / FEEL
(EMOTIONS)


What they do
BEHAVIORS: AMAZON & GOOGLE


Who they know
RELATIONSHIPS: FACEBOOK & TWITTER
“Facebook has the potential to be worth more than Google”
- Paul Buchheit, creator of Gmail


EMOTIONS: AI & KINECT


MOBILITY
FOCAL IDENTITY
THE

FOR
POINT DATA


IDENTITY GOES MOBILE


IMPLICIT SOCIAL NETWORKS

Source: Jeff DeChambeau,
The New Who and the Myth of Customer
Empowerment, Moxie Insight, 2011.

Jeff’s social gaming slide
LIFE IMITATES ART


INTIMATE DATA ABOUT THE DIGITAL SELF
Is contraception morally wrong? Should burning your nation’s flag be illegal?

Age of population

Which would you rather lose? How economic and social beliefs change with age

We do math
to get you
dates.

283,859 people have answered

ASSISTED SERENDIPITY


MOVEMENT AS DATA


WHO HAS THE BEST CUSTOMER DATA?
FACEBOOK DOES


What if Facebook becomes a bank?
WHAT IF FACEBOOK BECOMES A BANK?


CAN YOU QUANTIFY CONVERSATIONS?

Modifier Dimension Dollar value Modifier Dimension Dollar value
Wonderful experience $5.86 Never buy -$1.48
Outstanding seller $5.76 Wrong address -$1.54
Excellent service $5.27 Still waiting -$2.25
Lightning delivery $4.84 Not yet received -$2.35
Highly recommended $4.15 Wrong item -$2.50
Best seller $3.80 Late shipping -$2.89
Perfectly packaged $3.74 Poor packaging -$2.92
Excellent condition $3.53 Not as advertised -$3.93
Excellent purchase $3.22 Wrong product -$4.87
Excellent communication $2.38 Cancelled order -$5.01
Perfect item $1.92 Bad experience -$5.26
Terrific condition $1.87 Never sent -$6.69
Top quality $1.67 Horrible experience -$6.79
Awesome service $1.05 Defective product -$6.82
A+++ seller $1.03 Never received -$7.56

Source: Dr. Anindya Ghose, Leonard N. Stern School of Business

Facebook places: tying it all together
ADDING IT ALL UP: TOMORROW


WHAT DO I NEED TO

KNOW?

PERCEPTION VS. REALITY

“ Your brand is now the
sum of the
conversations that

”
people are having about you.
– Marcel Lebrun, CEO of Radian6


UX VS. ORG TOUCHPOINTS
Awareness Learning Decision Fulfillment Resolution

“Above the Surface”
Sales Ordering Fulfillment Problem
(touchpoints) Contacts Activities Activities Resolution
Additional
Evaluating Information
“Below the Surface” Alternatives
Initial Initial Use
(non-touchpoints) Identifying Assessment Decision Experiences Evaluation
Alternatives Process
Considering Learning and
Needs Familiarization

Initiating
Situation
Most opportunities to innovate the experience occur
“below the surface”… in the areas of experience that are
invisible to most companies!

Source: Moxie Insight and Customer Innovations


THE CUSTOMER EXPERIENCE IS FRAGMENTED
LEARNING & PROBLEM
FAMILIARIZATION RESOLUTION EVALUATION
INITIAL USE TWITTER COMPANY
EXPERIENCES WEBSITE INITIATING
iPHONE GOOGLE
FULFILLMENT CONSIDERING
NEEDS
THIRD-PARTY CALL
SITES CENTER
ORDER
ACTIVITIES IDENTIFYING
ALTERNATIVES
BLOGS
DECISION BRANDED
PROCESS COMMUNITIES
FACEBOOK EVALUATING
ALTERNATIVES
RETAIL
ADDITIONAL LOCATION
YOUTUBE
INFORMATION SALES
INITIAL CONTACT
ASSESSMENT
Source: Naumi Haque, Envisioning an Integrated Customer Experience Platform, Moxie Insight, 2010.


EVERYONE HAS A PIECE
LEARNING & PROBLEM
FAMILIARIZATION RESOLUTION EVALUATION
INITIAL USE TWITTER COMPANY
EXPERIENCES WEBSITE INITIATING
iPHONE GOOGLE
FULFILLMENT CONSIDERING
NEEDS
THIRD-PARTY CALL
SITES CENTER
ORDER
MARKETING ACTIVITIES IDENTIFYING
ALTERNATIVES CUSTOMER
BLOGS
DECISION
PROCESS
BRANDED
COMMUNITIES
ECOSYSTEM
FACEBOOK EVALUATING
ALTERNATIVES
RETAIL
ADDITIONAL LOCATION
YOUTUBE
INFORMATION SALES
INITIAL CONTACT
ASSESSMENT

SALES & PRODUCT
SUPPORT DEVELOPMENT

Source: Naumi Haque, Envisioning an Integrated DELIVERY &
Customer Experience Platform, Moxie Insight, 2010.
FULFILLMENT

DATA IS SILOED

What statement most accurately reflects the situation in your organization?
0% 10% 20% 30% 40% 50%

8%
Nobody knows anything

Data tends to be siloed by department 44%

Data is shared but is often inconsistent 27%

There is a single version of the truth accessible to all departments 5%

Data is available for simulation and modeling across the enterprise 16%

Source: Naumi Haque, Survey Results: Leading in the Age of Unbounded Data, Moxie Insight, 2010.

33 | © 2010 MOXIE CORP. ALL RIGHTS RESERVED.

THE CHALLENGE OF DATA INTEGRATION
Traditional Customer Record New Customer* Record
• Account data • Records of unstructured conversations found
via social-media monitoring and text analysis
• Order data
(e.g. comments, discussions, blogposts, Tweets)
• Billing information
• Profile information gleaned from Facebook,
• Credit information LinkedIn, Twitter, and other online communities
• Customer cost-allocation data • Records of content created by the individual
• Interaction data (e.g. emails, phone calls, online • Third-party information associated with an
behaviour at company website) account (e.g. competitive intelligence,
contemporary news, data aggregators)
• Service data (e.g. open tickets, service requests,
standard inquiries) • Individual’s influence and social graph or role as
a decision-maker (in B2B transactions)
• Marketing data (e.g. campaign responses,
promotions offered, successes/failures) • Location data and behaviour as captured by
mobile applications and check-in services
• Segmentation and demographic data
* Includes customers, prospects, and influencers

Source: Adapted from Paul Greenberg, Destination CRM


Integrated customer experience platform
CALiBER

INTERNAL ACTIVITIES EXTERNAL ACTIVITIES
Collaborate – leverage what you know Broadcast – reduce marcom expense
integrated
Analyze – turn data into actionable insight Customer Engage – challenge corporate boundaries
Listen – gather more and better data Platform
Respond – empower the contact center



TAKING CONTROL

VRM SCRM
Digital facades Data mining
Privacy advocacy Data sharing
Web anonymity Web analytics
Self-destructing data Data integration
Social media proliferation
Government legislation
Customers Company Social media monitoring
Proprietary advantage

Controlodometer


Naumi Haque Jeff DeChambeau
nhaque@moxieinsight.com jeffd@moxieinsight.com
416.863.8840 416.863.8880
www.MoxieInsight.com www.MoxieInsight.com

The New Who and the Myth of Customer Empowerment

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