Now That Your Products
Can Talk, What Will
They Tell You?

The old world of
“dumb” products
Doesn’t listen Can’t adapt or learn

In this world,
direct feedback
is the only way
to know what
customers want
Social media
Online reviews
Unreliable
Biased
Slow
Costly
Surveys
Focus groups
Customer feedback

Products are evolving—
and listening
Where am I
being used?
How am I
being used?
Who is using me?

Now that products
are listening,
here’s what they’re
telling you
Product and
service
innovation
Process
innovation
Proactive
customer
service
New
customer
experiences

A shift is
under way
From product-centric…
…to
experience-
centric

Your choice
may be the
flavor of
the future
Example

Connected
tractors sense the
environment
Example

Smart products
enhance our
experience
at home and
beyond
Example
Top smart home categories:
Security and
control
Energy and
lighting
Smart entertainment
and connectivity
Smart
appliances

Cars that listen
and respond
will get us there
happy and safe
Example

Example
Even your food
may have had a
conversation
or two on its way
to your plate

More than
a product…
…a platform
Example

When asked what their
business appetite for
products that talk is
63% of people said
important or extremely
important, yet only 5%
said it's already part of
their core capabilities.*
*Survey results from MIT Sloan Management Review Webinar,
Now That Your Products Can Talk, What Will they Tell You?, April 15, 2016

Ways of thinking
and working need
to evolve
Today
Pricing based on
initial cost…
Design focus on
physical products…
Innovation = new product…
Technology as an
afterthought…
The way forward
…to lifetime value
…to data-driven products
and experiences
…to adaptive products
…to technology
core to design

A new kind of team
will shape the future
Product officer
Design innovative
products
Data equity officer
Monetize data
Experience officer
Design innovative
experiences

For more information about talking
products and A.T. Kearney's digital
transformation practice, visit:
www.atkearney.com/digital-transformation