Gaze into the future of customer centricity.

1. THE FUTURE OF
CUSTOMER CENTRICITY
Nikki Baird
Managing Partner
Retail Systems Research
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2. 2 |
PREDICTING THE FUTURE...
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3. 3 |
THREE BIG TRENDS
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4. 4 |
WHO YOU ARE
• Fractured views of the customer
• What I can get vs. what is valuable
• The more we have, the less we know?
• The dark side
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5. 5 | © 2015 Software AG. All rights reserved.

6. 6 |
INTERESTING VS. VALUABLE
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7. 7 |
THE MORE INFORMATION WE HAVE, THE LESS WE KNOW
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FACEBOOK HAS 58 GENDER IDENTITIES

8. 8 |
DEMOGRAPHICS INCREASINGLY TELL YOU NOTHING
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NICHE + ACCESS = VERY SMALL, FAR-FLUNG TRIBES

9. 9 |
THE DARK SIDE: PRIVACY AND SECURITY
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10. 10 |
THE DARK SIDE: PERSONALIZATION WITHOUT PERMISSION
Don’t be
“that guy”
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11. 11 |
WHAT YOU’RE DOING
• Signals of intent
• IoT data
• The “creepy” factor
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12. 12 |
CUSTOMER BEHAVIOR FAR BEYOND THE TRANSACTION
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13. 13 |
INTENT GIVES EARLY WARNING TO TRANSACTION TRENDS
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“Great fit!”
“Size runs large”
“Wish I could get it in stores”
“Works with both dressy and casual”
“Good quality fabric”
“Very stylish”
“Gotta have it!”
“Can’t wait for a sale!”
“Perfect for winter!”

14. 14 |
INTERNET OF THINGS FOR CONSUMERS
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THE MEASURED “YOU”

15. 15 |
CREEPY
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IS THERE ANY SITUATION WHERE I’D WANT THIS?
!

16. 16 |
AND LET’S NOT FORGET THIS GUY
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17. 17 |
THIS IS THE WRONG WAY TO LOOK AT IT
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VS

18. 18 |
CONTEXT
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REMEMBER THIS SCENARIO?
!

19. 19 |
CONTEXT
• The thing that connects demographics and
behavior
• Gives insight into objective
• Location alone is not enough
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20. 20 |
TWO VERY DIFFERENT OBJECTIVES
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21. 21 |
THREE BIG TRENDS
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22. 22 | © 2015 Software AG. All rights reserved.