Contenu connexe Plus de Florian Vollmer (20) Trends of the Connected Consumer1. Copyright © 2013 InReality, Inc. All Rights Reserved.
Trends of the
Connected Consumer
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Today
International Trade Routes
Industrial Production
Logistics Automation
Connected Consumer
time >
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The Connected Consumer and Beyond
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Innovation Cycles are Faster than Ever
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1. From Consumer > Customer > User
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The CX-Based Core Shift in Believe & Priorities
Engage > Sell > Delight
Engage > Delight > Sell
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From Segmenting to Customer Journey Thinking
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The CX-Based Core Shift in Believe & Priorities
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From Transaction (Consumer) to Relationship (User)
time >
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Stories Through the Ages
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2. Stories: The (Re)New(ed) Currency of Business
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Frequency. Volume.Speed.
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Title Text and Bar: 50pt, Helvetica Ultralight
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Success by Integration into Overall Story
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3. More Connected is Less Connected
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Experiences
Real
Virtual [competing mix]
Meaningful
Connections
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Calculator
Address Book
Camera
Video Camera
GPS
Alarm Clock
Game Console
Music Player
eBook reader
Voice recorder
Coupon Book
Wallet
Dematerialization
}
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4. Convergent Devices & Search for the Tangible
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Techno-Nostalgia
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Tradition & Sense of Belonging
Quality & Craft
Value of the Experience
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In Search for Authentic Digital Experiences
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Rich History Streamlined Today
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Spacial Convergence
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5. Convergent Spaces & Interactions
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Life-size Digital Displays
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Large-Scale Multi-Touch
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Wearable Technology
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Establishing and Emergent Technologies
QR NFC Smart Watch Wearables
1.) Relative Advantage 0.5 0.9 0.9 0.9
2.) Compatibility 0.5 0.4 1 0.3
3.) Complexity/Simplicity 0 0.5 0.8 0.5
4.) Trial-ability 0.75 0.5 0.6 0.8
5.) Observability 0.75 0.6 0.8 0.6
6.) Affordability 0.8 0.5 0.5 0
7.) Seamlessness 0.4 0.8 0.9 0.7
Average 0.53 0.60 0.79 0.54
[Privacy](Missed Opp)
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6. From "Showrooming" to "Experiencespacing"
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0%
10%
20%
30%
40%
eMarketer via Statista
US Channels used for Holiday Shopping
2011 2012
Via Mobile Device
(2011)/ Smartphone
or Tablet (2012)
Via TVVia catalogsIn StoreOn the internet
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0B
100B
200B
300B
400B
2012 2013 2014 2015 2016
Forrester Research; Internet Retailer via Statista
U.S. Smartphone & E-Ccommerce
Smart Phones Ecommerce
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$0B
$300B
$600B
$900B
$1,200B
2011 Q4 2012 Q1 2012 Q2 2012 Q3 2012 Q4
Forrester Research; Internet Retailer via Statista
U.S. Retail and E-Commerce
E-commerce (m) Total (m)
45. © InReality 2013 – www.inreality.comForecast: mobile influence on U.S. retail store sales 2010-2016, United States; Deloitte; 2013 via Statista
Volume of Purchases influenced by mobile
0B
175B
350B
525B
700B
2012 2016
Bio $
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Value: White Knight tactics vs. Black Knight tactics
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Value: White Knight tactics vs. Black Knight tactics
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Value: White Knight tactics vs. Black Knight tactics
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Integrating Functional Responsibilities = Better CX
E Commerce Store Retail
Mobile
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Integrating Functional Responsibilities = Better CX
E Commerce Store Retail
Mobile
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Manage Channels Holistically = Better CX
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Mobile App ≠ Mobile Capabilities
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Contextual Relevance
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Brand
Audio
Touch
*No mention of 2 hr free parking
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7. A Formula for Profound Service Innovation
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A Service Design Approach to Customer Experience Innovation
Customer Journey > Customer Journey > Customer Journey
Discover Design Iterate
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Service Design: Customer Journeys
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Spec’s for Touchpoints
Objectives for Dialog
Parameters for Support Systems
Design of a Service Environment
Service Design: Customer Journeys
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The Design of the Environment
The Individual Experience
Value of Service Design
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The Design of the Environment
The Individual Experience
Value of Service Design
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Direct Bottom Line Benefits of Service Design
• Spending Allocation
• Stakeholder Integration
• Risk Management
• Brand Building
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Tempur-Pedic
®
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Tempur-Pedic
®
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8. Environmental Metrics
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INTERACTION
• Usage & Playlist Defining
• Realtime
RESPONSE ANALYTICS
• Video Start & Stop
• Dwell Time Proximity Sensor
Analytic Intelligence
• Customer Driven Content
• Content Driven by Demographic
• Content Driven by Smartphone
• Content Driven by External Conditions
• QR Code Enabled
• Layout Design Driven by Data
• Augmented Reality Enabled
• Social Media Enabled
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IPS to change the way we Interact with our Environment
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Inclusive Metrics based on Value-Add Customer Opt-In
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B2B2C2C
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9. From Consuming to Participating
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Authority over Information
Brands
Customers
1990s 2000s 2010s
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Customer as Value Generator
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Rethinking Commerce
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A Paradigm Shift Beyond the Connected Consumer
Traditional Commerce > E/M Commerce >
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CommunicationB2CC2CC2B2C
Same-
Day Next-
Day
Tracking
Mobile Wearable
Logistics
DataValues
Media
Brand
unction
New
Different
Meaning
Central
Big
Collected
Web-
Integrated
Participative
Shared
Quality
Offshore
Digital
Experience
Fragmented
Multi-Channel
Traditional
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Devices
Manufacturing
Stationary Mobile Wearable
Value
Values
Manual
Auto-
Function
New
Different
Meaning B
Quality
Offshore
Digital
Local
Experience
Fragmented
Multi-Channel
Traditional
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Platforms
Proprietary
A
IPS
Open
Interoperable
Devices Stationary Mobile Wearable
Network
Sensors
Handshake
Wired
Complex
Manual
Auto-
2G
4G
Embedded
Ubiquitous
Specialized
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Barriers
to Entry
Platforms
Communication
Proprietary
GPS
Assisted
IPS
B2CC2CC2B2C
Open
Interoperable
Navigation
Privacy
Stagegate
Distributed
R&D
Crowd-
funding Defended
Opt-In
Opt-Out
mbedded
ous
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Barriers
to Entry
Platforms
Communication
Proprietary
GPS
Assisted
IPS
B2CC2CC2B2C
Same-
Day Next-
Day
Tracking
Open
Interoperable
Devices
Manufacturing
Stationary Mobile Wearable
Network
Sensors
Navigation
Logistics
Privacy
Data
Handshake
Value
Values
Media
Brand
Wired
Complex
Manual
Auto-
Function
New
Different
Meaning
Central
Big
Collected
Web-
Integrated
Participative
Shared
Quality
Offshore
Digital
Local
Experience
Fragmented
Multi-Channel
Traditional
Stagegate
Distributed
R&D
Crowd-
funding
2G
Defended
Opt-In
Opt-Out
4G
Embedded
Ubiquitous
Specialized
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Barriers
to Entry
Fluid
Commerce
Platforms
Communication
Proprietary
GPS
Assisted
IPS
B2CC2CC2B2C
Same-
Day Next-
Day
Tracking
Open
Interoperable
Devices
Manufacturing
Stationary Mobile Wearable
Network
Sensors
Navigation
Logistics
Privacy
Data
Handshake
Value
Values
Media
Brand
Wired
Complex
Manual
Auto-
Function
New
Different
Meaning
Central
Big
Collected
Web-
Integrated
Participative
Shared
Quality
Offshore
Digital
Local
Experience
Fragmented
Multi-Channel
Traditional
Stagegate
Distributed
R&D
Crowd-
funding
2G
Defended
Opt-In
Opt-Out
4G
Embedded
Ubiquitous
Specialized
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Brick &
Mortar
Mobile
& Data
Integrative
Experiences
New
Value
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Effortless
Accessibility
Increased
Competition
Changing
Environments
Adapting
Infrastructure
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Relevance
Noise
Complexity Simplicity
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# of Stakeholders
Tactics Strategy
“Cool” Vision
Isolated
Solutions
Short-Term
Solutions
Isolated
Systems
Integrated
Activation
Systems
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http://bit.ly/TOTCCAB #ServiceDesign #CX @IRPost @florianvollmer
Thank You!
florian.vollmer@inreality.com