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Evolving Towards Customer-Centric Digital Singularity
Presented by:
Jason BurnhamPrincipalInnovation | Communications | Design
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What is digital?
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Beginning of Time End of DaysPresent Day
Technological Evolution
Good
Better
BestH
um
an E
xpe
rie
ncePurpose of Technological Advancement
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We are an interconnected world...
...collaborating, learning and evolving together.
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It’s a small world after all.
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One life.One race.One planet.
Together.
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Extension of self will only be limited by our imagination.
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Digital singularity is an integration of selfwith the connected world.
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But, first...
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The purpose of digital transformation is to better serve evolving human needs, values and aspirations.
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Open Intimate
Social Reserved
Collective Personal
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Why are you so pushy?
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SIGHT SOUND TASTESCENTTOUCH
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See the world through your customers’ eyes.
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DEMOGRAPHICS PSYCHOGRAPHICS PERCEPTIONAL
• Age• Gender• Income• Geography• Occupation• Marital Status• Children
• Personality Traits• Interests• Opinions• Lifestyle• Core Beliefs• Attitudes• Personal Values
• Attention Drivers• Cognitive Influences • Communication Preferences• Learning Style• Emotional Stimulators• Connection Drivers• Cultural Sensibility
BEHAVIORAL
• Motivational Drivers• Decision Drivers• Situational Influences• Brand Interactions• Behavioral Patterns• Social Behavior• Predictive Attributes
The greatest insight of all is understanding how someone thinks, feels and reacts.
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The journey is the destination experience.
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breathing, food, water, sex, sleep, homeostasis, excretion
security of body, morality, employment, resources, family, health, and property
friendship, family, intimate relationships
self-esteem, confidence, achievement, respect of others, respect by others
morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts
Maslow’s Hierarchy of Needs
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The margins are not in your rate,but in the memories you create.
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Strong relationships are built on passion and commitment.
How should it look, sound and
speak to me?
How does it make me think
and feel?
What do I need to know to make
me try it?
How does it emotionally move
me to action?
How will it improve or
enhance my life?
Did it meet or exceed my
expectations?
How will I share my
experience?
Will it continue to fulfill my needs
and desires?
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JOURNEY MAPPING: How satisfied are customers with their current experience?
MOMENTS OF TRUTH: What are our customers’ greatest pain points and unmet needs?
NEED STATE ASSESSMENT: What are our customers’ functional and emotional needs and expectations?
RELATIONSHIP DRIVERS: How can the experience be optimized to build customer love and brand loyalty?
FUTURE STATE INNOVATION: What is the optimized experience that consistently delivers our brand promise?
PROCESS MAPPING: How will we operationalize new processes and tools to deliver the optimized experience?
DIGITAL TRANSFORMATION: How can technology help us deliver the optimized experience at each touchpoint?
EMPLOYEE ENGAGEMENT: How will we inspire and empower our employees to deliver the optimized experience?
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TECHNOLOGY(feasibility)
BUSINESS(viability)
HUMAN VALUES(usability, desirability)
PROCESS INNOVATIONOperational EfficiencyProfitability & ScaleSupply Chain Automation
Source: Institute of Design at Stanford (adaptation by Strativity Group, Inc.)
EMOTIONAL INNOVATIONRelationships & EngagementBrand Culture & CommunicationsPerformance & Sustainability
FUNCTIONAL INNOVATIONProduct Features & InteractivityUX Design & Systems IntegrationCollaboration & Services
EXPERIENCEDESIGN
Design a culture of innovation.
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Be the experience you want to create.
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Complimentary Report:In Partnership with Harvard Business ReviewMaking Customer-Centric Strategies Take Holdhttp://go.strativity.com/HBRReport
@JasonMBurnham@StrativityGroup