1. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Smart Customers + Digital Innovation:
The New World of Customer Experience
How your company can thrive in the rapidly
evolving, digitally-driven customer experience
era of tomorrow.
CustomerThink’s 2011 Customer Experience Summit
Keynote Presentation: Innovation in the Digital Age
10:47:23 Watched video attached to Pizza Box
10:48:31 Redeemed coupon for Paper Towels
10:48:59 Checked prices for Dog Food
10:49:07 Ordered Dog Food from Another Store
10:54:12 Started Car
10:54:42 Proceeded west on Main Street
10:55:12 Stopped at House for Sale
10:57:13 Requested Listing Details
10:57:18 Viewed Listing Details
10:57:45 Viewed Video Tour
11:02:42 Requested access to House
11:02:49 Security Status Verified
11:03:32 Entered House for Sale
11:18:29 Texted Wife, Sara Wolfram
© 2011, MCorp Consulting. All Rights Reserved 11:18:57 Sara Accessed Online Tour 1
Page

2. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Smart Customers + Digital Innovation
 Smart Customers
 Disruptive Innovation
 Smarter Experiences
 Act Smart
 Takeaways
© 2011, MCorp Consulting. All Rights Reserved Page 2

3. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Customers – we all – are getting “smarter”
Welcome to your, your company, and your customer’s new world.
1) Time Magazine, December 2006
© 2011, MCorp Consulting. All Rights Reserved Page 3

4. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
No manuals. No keyboards. No limits.
© 2011, MCorp Consulting. All Rights Reserved Page 4

5. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Customers expect to access your company at any time
 Remember when everyone watched the same TV show
at the same time?
 Or when everyone did their banking between 9 am and
3 pm? No more.
 “I’m sorry, please call during normal office hours” will
be a phrase no business dares utter.
(Forever...)
© 2011, MCorp Consulting. All Rights Reserved Page 5

6. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Customers expect to access your company from anywhere
 They want information. They transact. They look for help.
60% of 56% of Shoppers Mobile 70% of iPhone
Mobile Believe Barcode Owners Use
Buyers Do So Smartphones Scanning Apps While
From Home1 Make Shopping2 Increased Shopping
More Enjoyable 1600%3in In-Store4
2010
1) Ipsos/PayPal Survey 2011; 2) Lightspeed Research, 2011; 3) Scanbuy, as reported by Mobile Commerce Daily; 4) Accenture, as Reported by Internet Retailer 2010
© 2011, MCorp Consulting. All Rights Reserved Page 6

7. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
How? From any connected device
Not just smart phones: All internet and network enabled devices.
Global Mobile Data Traffic Growth By Device Type (2010 to 2015E)
Petabytes Per Month
© 2011, MCorp Consulting. All Rights Reserved Page 7

8. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Where’s all this going?
© 2011, MCorp Consulting. All Rights Reserved Page 8

9. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Smart Customers + Digital Innovation
 Smart Customers
 Disruptive Innovation
 Smarter Experiences
 Act Smart
 Takeaways
© 2011, MCorp Consulting. All Rights Reserved Page 9

10. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
“In most organizations,
change only comes in
two flavors: trivial and
traumatic.”
- Gary Hamel, Wall Street Journal, Sept. 29, 2009
© 2011, MCorp Consulting. All Rights Reserved Page 10

11. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Today, we are not discussing trivial changes
© 2011, MCorp Consulting. All Rights Reserved Page 11

12. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Digital innovation is changing customer experience
Virtual Life
Customer
Social Middleware Experience Shifting Time
Remote Access
© 2011, MCorp Consulting. All Rights Reserved Page 12

13. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
The balance is shifting...
companies
© 2011, MCorp Consulting. All Rights Reserved Page 13

14. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
In summary? The future gets here pretty fast…
Facebook User Growth Chart (Dec. 2004 to Sept. 2011)
Active Users (Millions)
Source: www.benphoster.com/facebook-user-growth-chart-2004-2010/
© 2011, MCorp Consulting. All Rights Reserved Page 14

15. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
This all boils down to one critical point...
Your customers are gaining control.
© 2011, MCorp Consulting. All Rights Reserved Page 15

16. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Smart Customers + Digital Innovation
 Smart Customers
 Disruptive Innovation
 Smarter Experiences
 Act Smart
 Takeaways
© 2011, MCorp Consulting. All Rights Reserved Page 16

17. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Strategies need to take smart customers into account
Digital innovation is driving disruption in every industry...
Welcome to “the age of the customer”
Source: Forrester Research, Inc . “Competitive Strategy in the Age of The Customer”
© 2011, MCorp Consulting. All Rights Reserved Page 17

18. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
What are your strategies for success?
Meeting customer expectations and your business objectives.
Business Brand Experience Digital
Strategy Strategy Strategy Strategy
What is your What are What is your plan How do digital
strategy for customer for meeting channels help you
business expectations of customer meet customer
success? your brand? expectations? expectations?
© 2011, MCorp Consulting. All Rights Reserved Page 18

19. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Quick Poll: Where does your company stand on strategy?
Defined and Defined, Not Not Don’t
Implemented Implemented Defined Know
1.Business Strategy
2.Brand Strategy
3.Customer Experience Strategy
4.Digital Strategy
© 2011, MCorp Consulting. All Rights Reserved Page 19

20. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Your strategy is implemented through your touchpoints
Which touchpoints will be most effective 5 years from now?
Bonus question: Do you know which are most effective today?
Products
Retail Stores Static
Print+Radio Ads
Direct Mail
Forms, Docs
Sales
Call Center
Service
Word-of-Mouth
Brand Support
Customer
Experience
Human
Digital Apps
Mobile
“M2M” Devices
Corporate Web
Social Media
Products
© 2011, MCorp Consulting. All Rights Reserved Page 20

21. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
As customer’s change, touchpoints are changing as well.
 In the age of the smart customer, experiences must
be smart, too. Seamless, integrated and consistent.
 What’s the customer journey through your lifecycle?
Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy
Awareness Knowledge Consideration Selection Satisfaction Loyalty Advocacy
Pre-Purchase Trial/Purchase Post-Purchase
How do digital , What’s the right Which
human and static combination of interactions drive
touchpoints drive touchpoints to drive loyalty and
awareness? consideration, or advocacy?
selection?
© 2011, MCorp Consulting. All Rights Reserved Page 21

22. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Traditional channels don’t easily support smart experiences
 Because experiences aren’t centered around the customer
 Experiences are inconsistent; handoffs aren’t seamless
Call Center Products Digital Retail Service
© 2011, MCorp Consulting. All Rights Reserved Page 22

23. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
One thing will never change....
Customer experience is based on customer perceptions.
© 2011, MCorp Consulting. All Rights Reserved Page 23

24. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Smart Customers + Digital Innovation
 Smart Customers
 Disruptive Innovation
 Smarter Experiences
 Act Smart
 Takeaways
© 2011, MCorp Consulting. All Rights Reserved Page 24

25. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Act Smart: Catch up to (and keep up with) smart customers
S M A R
Segment Modularize Anticipate Reward
T
Tailor
customers capabilities customer employees touchpoints+
needs experiences
…By needs and value, into the smallest possible groups.
© 2011, Michael Hinshaw and Bruce Kasanoff
MCorp Consulting. All Rights Reserved Page 25

26. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Act Smart: Catch up to (and keep up with) smart customers
S M A R
Segment Modularize Anticipate Reward
T
Tailor
customers capabilities customer employees touchpoints+
needs experiences
…To increase your flexibility and responsiveness.
© 2011, Michael Hinshaw and Bruce Kasanoff
MCorp Consulting. All Rights Reserved Page 26

27. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Act Smart: Catch up to (and keep up with) smart customers
S M A R
Segment Modularize Anticipate Reward
T
Tailor
customers capabilities customer employees touchpoints+
needs experiences
…By understanding the data surrounding your customers.
© 2011, Michael Hinshaw and Bruce Kasanoff
MCorp Consulting. All Rights Reserved Page 27

28. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Act Smart: Catch up to (and keep up with) smart customers
S M A R
Segment Modularize Anticipate Reward
T
Tailor
customers capabilities customer employees touchpoints+
needs experiences
…And give them tools to help your company act smart.
Please, Reward
Give me the empower me for
tools to ‘see’ me to delivering
customers solve the ‘right’
and what customer experience.
they need. problems!
© 2011, Michael Hinshaw and Bruce Kasanoff
MCorp Consulting. All Rights Reserved Page 28

29. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Act Smart: Catch up to (and keep up with) smart customers
S M A R
Segment Modularize Anticipate Reward
T
Tailor
customers capabilities customer employees touchpoints+
needs experiences
…To meet customer needs, and exceed expectations.
© 2011, Michael Hinshaw and Bruce Kasanoff
MCorp Consulting. All Rights Reserved Page 29

30. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Smart Customers + Digital Innovation
 Smart Customers
 Disruptive Innovation
 Smarter Experiences
 Act Smart
 Takeaways
© 2011, MCorp Consulting. All Rights Reserved Page 30

31. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
5 takeaways from this presentation
1. Disruptive innovation is shifting power to customers
2. Smart customers demand smarter customer experiences
3. Learn from the data your customer relationships generate
4. Leverage digital disruption to create innovative
(and smart) touchpoints and experiences
5. Truly focus on your customers, and their needs
©© 2011, MCorp Consulting. All Rights Reserved
2011 MCorp Consulting, All Rights Reserved Page 31

32. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Opportunity abounds in the age of the customer
©© 2011, MCorp Consulting. All Rights Reserved
2011 MCorp Consulting, All Rights Reserved Page 32

33. Smart Customers + Digital Innovations: The New World of Customer Experience | November 1, 2011
Thank you!
Michael Hinshaw
Managing Director
MCorp Consulting
1-866-526-2655, Ext. 705
mhinshaw@mcorpconsulting.com
MCorp Consulting
1-866-526-2655
www.mcorpconsulting.com
© 2011, MCorp Consulting. All Rights Reserved Page 33