Cloud

• Stored app purchases

• Stored contacts

• Stored documents

• Stored music, video & photos

Advanced UI

• Continued advances in device UI linked to new device adoption (Touch, Voice, Gesture, Sight)

• Natural User Interfaces (NUI) - More intuitive – less “learning”

• More, increasingly interaction based, engagement

Hyper-connectivity

• Superfast broadband

• Continued advance of 3G/ HSDPA (Now 63%)

• 4G - behaviour changing effects (Not huge by 2014 – 6% of subscribers)

• Wifi hotspots

Post PC

• Mass adoption of touch screen, connected devices

• 80%+ Smartphones and 35-40% touch tablets penetration

• Connected TVs and Set Top Boxes (STB)

• Myriad devices mean “adaptive” AND targeted experiences

• Context no longer defined by device type

• Start of decline of consumer PC usage for many consumer tasks

#1CONNECTED EXPERIENCES

Key trends

IMPLICATIONS

Infiniti cars are at the forefront of this changing landscape.

But our CRM strategy

must be totally aligned too.

#2DIGITAL

ENABLERS

Key trends

An ever-evolving range of digital enablers are helping to drive innovative and more immersive consumer experiences in the digital and CRM space

• Conduits - Augmented Reality, QR codes, Blippar, Google glasses, Shazam

• Adaptive Web Design

• NFC - Mobile wallet/ticketing

• Gesture technology (motion-sensors)

• Facial/voice recognition (siri)

• Holographics

• Mashups

IMPLICATIONS

How can we leverage these digital enablers

within CRM activity to provide more immersive and personalised experiences?

#3DYNAMIC PURCHASE

BEHAVIOUR

Key trends

Forrester’s marketing funnel McKinsey’s marketing funnel

1.3 The traditional marketing funnel

1.4 The consumer decision journey

Whichever model one subscribes to it’s clear purchase cycles and behaviours are less linear and more complex than ever before as more external factors influence the buying process

IMPLICATIONS

Does our planned

Customer Journey reflect this dynamic behaviour?

#4SOCIAL PROOF

Key trends

Social proof plays an increasingly important role in the way we make informed buying decisions

IMPLICATIONSHow many social influencers are registered on the Infiniti database?

What value can we attribute to them?Should they be treated differently via CRM? eg amplify RAOK?

How can we integrate social proof into our CRM content?

And their voice is more trusted than ours.

#5MORE

DEMANDING CONSUMERS

Key trends

Customers increasingly expect brands to listen to them in any digital environment…….whether we like it or not

Consumer dissatisfaction is even more amplified in this digital landscape with potentially damaging consequences on brand reputation

IMPLICATIONSCloser integration of customer service

Treatment of satisfied/dissatisfied customers

#6BIG DATA

Volume

Variety

BIG DATA

Velocity

The ‘3 Vs’ which create the challenge of Big Data

• Dealing with data volume, variety, velocity is forcing changes to many traditional approaches.

• Organizations are starting to abandon the concept of a single enterprise data warehouse containing all information needed for decisions.

• Instead they are moving toward multiple systems, including content management, data warehouses, data marts and specialized file systems

• The challenge is how to unlock this plethora of data to inform CRM strategy.

IMPLICATIONSWhat data sources can we use to enhance

CRM insights , targeting and messaging strategies?

Key trends

#7GAMING

Key trends

• 50% of U.K. and U.S. mobile gamers favour mobile devices as their primary home game platform

• 125 million people play mobile games in the US/UK.

• The console market declined 19% in the last year.

• Brands are using game mechanics to keep customers engaged with brand

IMPLICATIONSConsider leveraging casual gaming to build engagement with our products? How can we use game mechanics within the buying and ownership phases?

#8NICHE

COMMUNITIES

Key trends

Consumers congregate around common passion points• Growth of emerging platforms (Instagram, Tumblr,

Foursquare, Pinterest, Fancy, eBay, Spotify, Buyapowa, Path, MySpace…)

• Appealing to passion points can significantly increase relevancy Eg Nike Football, Tesco Wine Club, Baby, Sainsbury Little Ones

IMPLICATIONSWhat niche communities do we want to leverage

through CRM to support product truths and build higher engagement?

#9CONTENT IS KING

Key trends

quality content is everything

IMPLICATIONSQuality content drives brand engagement but also search

We need to create inspiring content, not just repurpose existing assets

Summary Of Key CRM Trends

#1CONNECTED EXPERIENCES

#2DIGITAL ENABLERS

#3 DYNAMIC PURCHASE

BEHAVIOUR

#4 SOCIAL PROOF

#5DEMANDING CONSUMERS

#6BIG DATA

#7GAMIFICATION

#8NICHE

COMMUNITIES

#9CONTENT IS KING

2014