A psychic brand is one that goes beyond simply understanding customer insight and customizing interactions based on that insight. It means sensing and acting on all of the physical and digital signals customers send out – before customers even realize what they need. In the presentation, "Becoming a Psychic Brand: Moving from Concept to Reality to Grow Value," Elizabeth Glagowski, Customer Strategist Journal Editor-in-Chief, and Ron Wince, Peppers & Rogers Group President and General Manager, explore the findings of TeleTech’s Psychic Brands study. Learn: - Why it’s important to be a psychic brand, and the financial and customer benefits that can be achieved - Details of the TeleTech Psychic Brands study and the gaps that exist between customer and brand perception - Which strategies, capabilities, and resources will bridge the gap between wanting to be psychic and actually being psychic – and the roadmap to get there

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Becoming a Psychic Brand:
Moving from Concept to Reality to
Grow Value
COPYRIGHT ©. ALL RIGHTS PROTECTED AND RESERVED.
December 11, 2013
#customerstrategy

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Today’s Speakers
Elizabeth Glagowski
Editor-in-Chief
Customer Strategist Journal
Ron Wince
President & General Manager
Peppers & Rogers Group

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Agenda
Why Be Psychic?
TeleTech Psychic Research Study Results
How to Become More Psychic
Q&A

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Why Be
Psychic?

6. On your way to the airport, your flight is cancelled
6
Why be psychic?
• Your airline proactively
books you on the next
available flight, and
• Also updates your car and
hotel reservations
• …Saving you from long
lines and headaches

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Why be psychic?
Your car is about to reach 60,000 miles
• Console screen prompts you
• You need to find a place
to schedule a service appt
from the vehicle
to eat that will impress
your client
• The car sends diagnostic data
• Get recommendations from
directly to service department
your friends who know the
neighborhood
• Your preferred car rental ready
• At your fingertips –
when you arrive
reservations, directions
and the daily specials
• …You’re back on the
road in minutes

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Why be psychic?
You are close to reaching your mobile data limit
• Your mobile provider reaches out
to warn you of the potential
overage
• It switches you to a cheaper plan
that better matches your usage
pattern
• And sends a list of new releases
each Friday afternoon
• …You enjoy a movie without
worrying about data usage

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Steps to Being Psychic
Adding individual
insight and empathy
to predictive models
that isn’t data-driven
and may originate
from outside the
company to enhance
value and relationship
Combining data from
across the company
to develop predictive
models that will feed
relevant,proactive
outreach that builds
value
Reaching out to
customers first based
on behavior or value
triggers, typically
developed in one
department (care,
marketing, retention)
Reactive
Reacting to
customers based on
their behavior or
explicit feedback
Proactive
Predictive
Psychic
Capabilities

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What do psychic brands have in common?
• They create frictionless customer experiences
• They reinvent processes from the outside- in
• They capitalize on new technology
• They empower employees
• They combine their predictive data and
tendencies with a human/emotional touch

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Benefits to being psychic
1. Better customer experiences
2. Stronger customer loyalty
3. Higher profitability
4. Increased trustability
5. Improved efficiencies
• Your client is impressed
It’s just good business…

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$$$ It costs more $
BAD
CUSTOMER
EXPERIENCE
GOOD
CUSTOMER
EXPERIENCE
to deliver a
bad
customer
experience
than a
good
customer
experience
It’s good business

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Psychic brands in action
Psychic interactions are beginning to happen…
…but to truly be psychic, companies must
untangle the maze of channels, broken
processes, and legacy infrastructure to tap into
the flow of customer insight that’s out there.
• Your client is impressed
Hyundai’s BlueLink system sends
drivers periodic diagnostic reports
Google Now answers
questions before
you ask them

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Psychic gaps
Gaps exist between brands and their consumers’
perceptions about psychic powers

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Psychic Brands
Research Study

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Psychic brands research study

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Psychic brands research study

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Psychic brands research study

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Psychic brands research study

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Psychic brands research study

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Psychic brands research study

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Psychic brands research study
Brand Readiness

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Psychic brands research study
Brand perception:

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Psychic brands research study
Weaknesses: Top gaps in psychic powers vary between groups

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Psychic brands research study

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Most companies are nowhere near psychic
Adding individual
insight to predictive
models that isn’t data-driven
and may
originate from outside
the company to
enhance value and
relationship
.
Combining data from
across the company
to develop predictive
models that will feed
relevant proactive
outreach that builds
value
Reaching out to
customers first based
on behavior or value
triggers, typically
developed in one
department (customer
care, marketing,
retention)
Reactive
Reacting to
customers based on
their behavior or
explicit feedback
Proactive
Predictive
Psychic
Capabilities

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How to
Become
More Psychic

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What does it take to get psychic powers?
*
• Leadership and
commitment
• Strategy aligned
across the business
• Ability to capture and
leverage data
• Integrated processes and
channels

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How to become more psychic
•Capabilitiy X
•Capability Y
•Cross-departmental
data
•Propensity models
•Capabilitiy X
•Capability Y
•Trigger-based rules
•Capabilitiy X
•Capability Y
Reactive
•Data warehouse
•CRM systems
•Customer behavior
data
•Customer value
data
Proactive
Predictive
Psychic
Capabilities
Ron, please fill in capabilities

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Q&A Session
Elizabeth Glagowski
Editor-in-Chief
Customer Strategist Journal
Ron Wince
President & General Manager
Peppers & Rogers Group

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Ron Wince
President and General Manager
rwince@peppersandrogersgroup.com
+1.203.989.2200
Tom Schmalzl
Director of Business Development
tschmalzl@peppersandrogersgroup.com
+1.203.989.2208
@peppersrogers