is time the new enemy?
TRANSCRIPT
Is time the new enemy?Strategies for managing user interruption MEX 12/13 October 2016 @naughtynorth
“With all the talk of digital transformation you’d think we’re in multichannel utopia, in reality every
brand and channel is disjointed”
Can we really trust brands with automation?
What matters to consumers and what are their behaviours?
Does connected services mandate a new approach and set of standards?
Source: Quartz, QZ.com
2015 vs 2010 change in daily media consumption
Internet
Outdoor
Television
Cinema
Radio
Magazines
Newspapers -31%
-23%
-15%
-11%
-8%
3%
105%
“We are intentionally bombarding our consumers with 490 minutes of media every day. That’s not
much of an experience.”
The number of devices we own is going through the roof 2009 – 2.5bn, 2016 – 10bn, 2020 – 25bn
We’ve never been so connected. And how do they feel about sharing that data?
Source: IBM 2016
But that percentage drops to 27% if the business is
sharing data with a third party
Willingness to share data: 67% individuals are willing to share with companies
Source: Accenture 2015
If a better digital customer experience relies on sharing with the benefits of spending less time and
more relevant content, how could we encourage consumer to actively share between companies?
?
The provider will do as it says
The provider will act in the consumers
interests
If something goes wrong, it will say so
and deal with it straightforwardly
Source: Charlie Mayfield, JLP
“With trust at an all time low, brands can not assume they can automate data transfer. To build credibility, the
brand has to only act in the consumers interests.”
We must take the consumer on a journey of trust. We
must seek permission. The service should be the
confidential silent gatherer.
“This seems to be happening a lot, would you like me to do
that for you?”
Late running train to London, knows I buy coffee
at Charing Cross station. Meeting due in 15 minutes. Benefit: compensation and
time saving
case
Mercedes Benz links with Nest thermostat: set
heating based on location and temperature control. Benefit: the environment.
Making this happen is difficult – Technical complexity of accessing GPS, Diary, Purchase History, Bank, Loyalty
programmes, Notifications, Cost, Profit… what’s the biggest concern?
Privacy. Who gets access?
?
Brand (Physical)
Products and services
Brand (Physical)
Brand (Both)
Brand (Digital)
Brand (Digital)
Mobile OS open standard Passport Data encrypted and not available to
Telco or Manufacture
User manages usage and behaviour
Recording + request access Permission + Personalisation
Trust is the key here. We must take the customer on the journey of trust. Before complete automation we must seek permission: the OS can report ‘this seems to be happening a
lot, would you like me to do that for you?’ The power and control should reside clearly with the customer.
“IBM and the banks are already thinking about this – the Hyperledger/ADEPT. Is it technology (and
profit) first thinking? Who is considering the customer experience and what it should do?
Remove pain Authorised Automate Reward
Processes that are manual, time consuming or repetitive
for the customer
Transparency between provider and customer where data is being recorded or used
Passing data between providers and services that
enables a joining-up of separate products
Time invested in using a service is rewarded by
unlocking and exclusivity
Irrespective of location or activity four themes
Retail banks, loyalty schemes, pension providers,
FCA
Consolidation between providers and analysis of
spending patterns to show a range of scenarios in changing
habits. Forecasts to predict future balances and automatically assign funds to savings and
pensions.
Fitness hardware, National Health Service, GP, Employer
Sleep quality linked with eating and exercise to
determine patterns. Suggested improvements to routine to
encourage better sleep and mental health. Flexitime working with
employer – stress and performance.
“Shared data is beneficial to the brand and consumer without being an intrusive personal
assistant #savetime #privacy”
http://www.wired.com/2016/02/ibm-and-microsoft-will-let-you-roll-your-own-blockchain/
Further reading
http://public.dhe.ibm.com/common/ssi/ecm/gb/en/gbe03620usen/GBE03620USEN.PDF
http://www.coindesk.com/ibm-director-all-in-blockchain/
http://www.coindesk.com/ibm-reveals-proof-concept-blockchain-powered-internet-things/
http://www.slideshare.net/_hd/ibm-adept
http://dangrover.com/blog/2016/04/20/bots-wont-replace-apps.html