IBM BC2015 - Moving at the speed of expectation
•Télécharger en tant que ODP, PDF•
1 j'aime•2,598 vues
Denna presentation hölls på IBM Business Connect (http://www.ibm.com/se/businessconnect) i oktober 2015 av Caroline Taylor (CMO, IBM Europe) Beskrivning: Digital is clearly disrupting industries and businesses but we believe this disruption to be tomorrow's 'business-as-usual'. Caroline Taylor, CMO at IBM Europe, will share her views on human experiences and how to engage with individuals. Why companies need a strategic approach to innovation in order to stay on top of their game.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (19)
En vedette
En vedette (13)
Similaire à IBM BC2015 - Moving at the speed of expectation
Similaire à IBM BC2015 - Moving at the speed of expectation (20)
Plus de IBM Sverige
Plus de IBM Sverige (20)
Dernier
Dernier (20)
IBM BC2015 - Moving at the speed of expectation
- 1. © 2015 IBM Corporation© 2015 IBM Corporation Moving at the Speed of Expectation Caroline Taylor CMO, IBM Europe IBM BusinessConnect 2015 Seize the Moment 19/10/2015
- 2. © 2015 IBM Corporation© 2015 IBM Corporation 2 Moving at the Speed of Expectation
- 3. © 2015 IBM Corporation “The last, best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere.”
- 4. © 2015 IBM Corporation Click icon to add chart The market has changed
- 5. © 2015 IBM Corporation Click icon to add chart The world has changed “The customer is now at the heart of the boardroom” IBM c-suite study, 2013 “Prepare for digital disruption” Forrester, 2012 “The individual-centred economy is already here” IBM Digital Reinvention paper, 2014 From… to… “Digital revolution will affect every stage of the customer lifecycle and every aspect of your business” Forrester, 2014
- 6. © 2015 IBM CorporationFooter: Title may be placed here or disclaimer if required. May sit up to two lines in depth. The importance of design
- 7. © 2015 IBM Corporation Design a vase Design a better way for people to enjoy flowers in their home Product or Task Focused Experience Focused
- 8. © 2015 IBM Corporation Drag picture to placeholder or click icon Design is not just what it looks like & feels like. Design is how it works. - Steve Jobs
- 9. © 2015 IBM Corporation 76% of consumers today expectexpect organisations to understand their individual needsindividual needsIBM, Institute for Business Value, 2014
- 10. © 2015 IBM Corporation IBM Confidential Data is the new natural resource
- 11. © 2015 IBM Corporation Data and Customer Experience
- 12. © 2015 IBM Corporation IBM Confidential 12
- 13. © 2015 IBM Corporation IBM Confidential Personalised Mobile Fan Experience
- 14. © 2015 IBM Corporation IBM Confidential Social command centre – listening and understanding
- 15. © 2015 IBM Corporation IBM Confidential Fan engagement – driving experience with data
- 16. © 2015 IBM Corporation IBM Confidential Hill vs World – Making the digital to physical connection
- 17. © 2015 IBM Corporation IBM Confidential 17
- 18. © 2015 IBM Corporation 70% of Fortune 1000 companies in 2004do not exist todayGartner 2014
- 19. © 2015 IBM Corporation IBM Confidential
- 20. © 2015 IBM Corporation© 2015 IBM Corporation 20 Changing the Game at the Speed of Expectation
Notes de l'éditeur
- <number>
- I want to talk today about the way experience is changing expectations, and how we marketers have a once in a generation opportunity to lead our organizations as we respond to these dynamics, enabling us to move at the speed of our customers’ and our employees’ expectations. It’s rarely a bad idea to quote Peter Drucker, and I feel like he was thinking about 2015 when he said "Because its purpose is to create a customer, the business has two - and only two - functions: marketing and innovation. Marketing and innovation create value, all the rest are costs." I think that is truer today than at any time since he wrote it in back in 1954. You heard it here - Marketing and marketers are back in the driving seat <number>
- But.. it could be a bumpy ride, unless we truly embrace the need to shape the expectations of our customers through the experiences we deliver. As my colleague Bridget van Kralingen recently observed: “The last, best experience that anyone has, anywhere, becomes the minimum expectation for the experiences they want everywhere.” That really does set the context for the challenges organisations face today – we’re not just competing with those in our own industries, we’re competing with all industries – because if a retailer can deliver delightful experiences to us, we expect our bank, or our phone provider, or even our government, to be able to do the same. Because experience doesn’t just transcend channels – we’re used to the idea that we need to deliver consistently delightful experiences across phone, mobile, web, face to face, etc experience now transcends industry too, and the experiences we have as consumers and citizens also influence our expectations of our experiences with our employers. <number>
- And why is this? Well we know that the world has changed, indeed it is constantly changing. We live in a digital world where big data has become the new natural resource powering our businesses, where our customers expect to engage with us, instantly, through myriad digital and social platforms, and the opportunity for marketing and marketers to be the game changers in any business has never been greater. The consumer has changed. Technology has empowered them they’re smarter, more informed and more in control of how theydiscover, learn, try and buy. In this always on, digitally connected, data driven marketplace boundaries have blurred or are nonexistent. Digital is not the destination, but it is the foundation for a new era of business, and it has radically transformed not only what we do, but how we do it. <number>
- We’ve all seen the headlines in recent years warning us to “prepare for digital disruption” But we’re now realising exactly what that means – that the customer is now at the heart of the boardroom -- the individual–centred economy is already here -- that this Digital revolution will affect every stage of the customer lifecycle and every aspect of our business The traditional boundaries are dead. The focus is now on Human-to-Human interactions. And experience becomes the new competitive battleground <number>
- How do we respond to this? Well it starts with the realisation that we need to design the experiences we give our customers, emphasis on the word design. But, creating these human experiences constantly and consistently, requires a different way of thinking. It’s no longer about creating singular innovations that surprise and delight your customer, it’s about designing a culture and an environment where you can be constantly innovating. You customer doesn’t care about your organisational boundaries… customer experience needs to go beyond marketing to managing dialogue with each customer at every touchpoint. Companies need to ensure that the customer is at the heart of their business strategy such that they can enable these valuable human-to-human experiences. It is about creating environments where employees are empowered and motivated to create these experiences. It is not about command and control – it is about creating environments for brilliance – at scale. <number>
- Thinking differently is vital right from the start. If I gave you each a piece of paper and a pen and asked you to design a vase, most of you would draw something that is recognizable as a flower vase But If I asked you to design a better way for people to enjoy flowers in their home, you would probably all come up with very different ideas – wall paper, huge picture windows looking out onto a garden, digital screens showing moving images of flowers in the breeze, indoor planting, etc etc <click x 2> The point is that we have to ask the right questions to have any chance of getting the right answer. We have to ask experience oriented questions to ensure that we innovate the experience rather than the thing. <number>
- Steve Jobs is frequently quoted on this topic, probably because he said it so well: “Design is not just what it looks like & feels like. Design is how it works.” I could also quote the British designer Terrence Conran who simply said that good design is about form and function in perfect balance. That also feels like a pretty good way to think about designing experiences. <number>
- But designing experiences needs to take into account the expectations of our customers. No surprise that a recent IBM study states that over ¾ of consumers EXPECT organisations to understand individual needs. They know we know so much about them. And they expect us to use it wisely. What is alarming though, is that while organisations do indeed have access to lots of data about their customers, there is so much more they could be using and accessing. We all know about the 2.5 billion gigabytes of data generated every day But did you know that Forrester Research has assessed that only 12% of it is actually being analysed and used today? That’s an awful lot of potential insight that could fuel deep personalisation going to waste. Part of the reason might be, that of all this data we’re all generating with every purchase, every tweet, every Youtube or instagram or facebook post, around 80% is unstructured, and to a great extent it has in the past been effectively invisible to computers – everything we capture in sight, sound and motion, was of limited value - in terms of generating useful insight – until new cognitive systems, think IBM Watson, started to be able to digest all of this unstructured data, and to understand it, reason about it, and learn from it. So, with the advent of the Cognitive Era, for the ¾ of consumers who expect us to understand their individual needs, and for all of us needing to engage with them, it’s good news! Because… <number>
- Cognitive Business truly unleashes the potential of Data as the world’s new natural resource. one that will fuel economic growth and societal progress. It promises to be for the 21st century what hydrocarbons were in the 20th century. But just like oil, data is of no real use in its raw state. But mine it, process it, apply science and intelligence to it, and you have something game changing, something powerful Data will be the differentiator that will fuel and enable Hyper Personalisation: The Market of ONE Think back to these personalised experiences consumers are saying they want – we will power those and enable them through data and insight, around the individual and their behaviours <number>
- Now, it seems highly appropriate, with the qualifiers for the Stockholm Open happening today, and a week of world class tennis ahead, to use Wimbledon as an example of how an organization can design and deliver differentiating experiences fueled by data. IBM has been working with Wimbledon for 25 years, and they have a very interesting problem to tackle; one that isn’t typical to most businesses. 50 weeks of the year, Wimbledon is a private members tennis club; most people wouldn’t know is there. Then for 2 weeks of the summer it’s the focus of the whole world. During those two weeks, Wimbledon has 500,000 visitors and 800 million TV viewers across 198 countries. Wimbledon’s mission is to maintain its position as the premier tennis tournament – for the players and the fans. They don’t have an issue with income, and they certainly don’t have any problems selling tickets. So Wimbledon’s problem was not traditional. The question therefore became ‘how do you increase the reach and exposure of the brand while preserving the quality and exclusivity of the experience?’ So how do you recreate that experience of Tennis in an English country garden for viewers across the globe? And how do you make it ‘the next best thing to being there’? Over the years we have redesigned their website and mobile apps to bring that experience to life through digital, so users can explore the beauty of the grounds and fantastic photography and get a sense of actually being there. Last year we launched a great tablet app with a video walk through… interactive 3D grounds with live information of games… large HD images of the grounds… And then comes the analytics… Wimbledon has a huge amount of real-time data on games and players. We combined this data with additional insight – including social - and data visualisation to allow fans to really get engaged in the game and get a unique second screen experience. Our work with Wimbledon is all about powering this immersive digital experience with data and insight. But before I go any further, let me show you what happens in the 4 seconds between the ball being served and the experience of the point… <number>
- Capturing and analysing the data in real time is the lifeblood of the Wimbledon Information System; providing insights into the matches via nearly 2 million pages of data, for the commentators and media. plus more than 100 data visualisations and graphics for the TV stations. It takes multiple data sources to help fans understand more about the tactics and pure physical prowess of the players. By combining player and ball movement data, with point outcome, broadcasters have access to deep insights into comparative distance travelled (ie, who’s getting the run around) and also the defensive or offensive styles of play. by analysing speed of shot, where the ball bounces and how far players need to move to retrieve the ball. (data points which all come from sensors on the courts) And while all of this is fascinating if you’re a tennis fan, it’s actually critical insight to help coaches and players to make those micro improvements that can be the difference between winning and losing. <number>
- Let me share a little more detail about some of the ways Wimbledon is powering the fan experience The Official Wimbledon iPhone and Android apps provide comprehensive mobile coverage of The Championships through live scores and results, news, live blog, photos, live video and radio, video highlights and much more. These visually engaging apps have Wimbledon imagery at their heart, coupled with a clean and simple user experience that makes the most of each platform. The apps are rich in content; the personalisation functionality provides the user with easy access to what they are most interested in, giving them a truly unique individual Wimbledon experience. This year, they used MessageSight communication messaging solution to push updates to apps in a few seconds vs 30 secs for score updates in 2014
- Then there’s the Social Command Centre Each panel expands into a hero screen allowing greater levels of insight Twitter analysis at language content level so more than simple hash tag monitoring – a step beyond existing media Built on IBM Content Analytics, DB2 and served on Softlayer to minimise support costs for the tournament peak Front end built by Hursley Emerging Technology Services Evolving topics – covers increasing and decreasing topic trends and are they positive or negative. Allows insight into sub topics within trends and searchable over time Key tournament stats – volumes and rates of conversation Visual – trending visual content so can see which images are getting most social take up Social court – which part of the tournament “product” is in focus at any one time aligned to the court schedule Influencers - Influencers analysis provided by CxLab (IBM Research) team – cutting edge social media network node analysis Hill vs World – aggregation of insights provided Geolocation – where in the world is the conversation keenest, what are the trends by geo and are they postive or negative. All over time Wimbledon focus – looking at the @wimbledon and #wimbledon tags what is the sentiment about the brand, what are the trending topics that include their handles Player conversation – another look at the product, who is creating the largest social noise and how does that relate to what the fan share of voice for them is
- Fans ability to consume and find entertainment from match data increases year on year. The expectation for new and additional insights to enhance the fan experiences now considered the norm. SlamTracker puts fans in the shoes of a tennis coach to meet this need it analyses 8 years of Grand Slam data – that’s 12 pieces of information for every point played in every game, set, and match in all 4 of the Grand Slams around the world - that’s more than 41 million data points in total. and integrates it with real time data of what’s happening right now. SlamTracker identifies patterns in the individual playing styles, and the specific winning styles when player A plays player B – these patterns show what players need to do in order to win a match, and these patterns, or ‘keys to the match’ are updated in real time on wimbledon.com, providing fans with deeper levels of insight as a match unfolds. Three main features (visible top right) are: Live stage – providing a pre match overview, in match stats insights and post game summaries Keys to the match – progress against keys and set summary Match statistics – the summary view , set by set view and a personalised view
- And it’s important not to ignore the owned digital platform - while web design has won awards, we aren’t standing still on it, this year using the Hill vs World concept to link the social media strategy into the owned digital platform strategy drawing more people into the Wimbledon owned channels
- OK, so the world has become digitised and there’s a lot of data out there and we have the technology to extract insight and value from it. But what does this mean for us as marketers? Well, we have to build the capability to understand and engage customers and prospects as unique individuals, based on what we know about them and where they are on their journey, and how they prefer to interact with us, by device, time or channel. This is a whole new world of marketing opportunity – it gives us as marketers the ability to do what we’ve always done, but at greater scale and speed and accuracy. It requires us to become data driven, indeed it is the opportunity to become data driven – in what we do, and how we do it. Reflecting on Wimbledon, you can see an organisation that has truly become data driven, - they are extending physical experiences with digital, - they are using digital to enhance personal interaction, - and they are using the power of social and mobile - to engage the tennis fans with immersive experiences that enhance the Wimbledon brand But what about the rest of us – are we all able to apply this in our own worlds? Well, I would say yes. Because on the back of this digital transformation, Marketing has become more instrumented – we can gather insightful data from every impression, search, purchase, chat, live interaction, not to mention all those sensors - and this gives us the opportunity to create the most relevant experience, integrated across all channels. And Marketing has become more interconnected – we now have the ability to extract and analyse data from every channel – from social to on-premise, to mail and beyond – whilst maintaining a consistent and relevant thread of communication across brands, geographies and buyers. And marketing has become more intelligent – as we apply the advanced analytics … that enable us to deliver the highly personalised experience that our customers increasingly demand, and also providing a strong ROI on marketing investments. <number>
- So I would say that data driven marketing is the key to personalization. And we know its significance, both in terms of customer expectation and potential value to our bottom lines. There is a growing awareness that companies that don’t embrace this change, face failure… we can all think of examples of the rapid rise of some well-known companies who get it right, and the demise of others who don’t. And the cold hard facts bear it out; 70% of the Fortune 1000 companies that existed 10 years ago don’t exist today. Expectations that are being created by moments outside your industry, by companies that don’t have your history, don’t “belong” to your industry. It is no longer just the “what” that defines the winners and losers, it is the “how”. <number>
- How to take advantage of all the data in the world, the mobile revolution, the social interactions, the start up communities HOW to change the DNA of your organisation so that you are future ready, if not born in digital, then cultivated in digital. HOW to be here tomorrow when your industry continues to be disrupted. HOW to be leaders, individually in your companies. Agility really is becoming the currency of leadership and today’s digital disruption is tomorrow’s business as usual Let me share with you You may not have not heard of them, Although they have won a number of international awards for their marketing, but Meat Pack is a shoe retailer in Guatemala – much of their business is selling big brand sports and casual shoes from Nike, Addidas etc. They have quite a funky brand, and the nature of their reputation and the customer experience they deliver, has allowed them to literally hijack customers from their competitors. Meat Pack were already using data to engage their customers, with a loyalty app. But what they did next is fascinating. To reward their customers by giving them an innovative way to earn discounts, they created an add-on to the loyalty app which, using GPS, triggered an offer every time a customer with the app on their phone entered a competitor’s store in the same shopping mall. On entering the Nike Store for example, the customer would immediately receive an alert of a personal discount offer at Meat Pack, with a countdown timer. The discount started at 99% and reduced by 1 percentage point for every second that passed, and the timer only stopped and fixed the discount when the user reached a Meat Pack store, so the customer had to get there as fast as possible to get the best possible discount. More than 600 shoppers were ‘hijacked’ from the competitors in the first week, with one very agile customer getting an 89% discount on his new trainers! If you’re interested in what Meat Pack have achieved, Google “meat pack hijack “and watch their youtube video – it’s brilliant! <number>
- So that was a great example, but, of course, it is about more than the singular, inspirational moment – it's about being able to change the game, at the speed of the customer’s expectation. And I wish you great success as you do exactly that. Thank you <number>