The scope of end-user technology knowledge is changing at breakneck speed. Every day brings new rules of engagement between the customer and the enterprise. In a world where customers are fully in the driver seat and have power over our brands, businesses and can even dictate the delivery method of services, how do you stay ahead? Anne Saunders, senior executive and board member at Nautilus, Starbucks, Bank of America, and AT&T, describes the evolution of customer engagement she has experienced over the past decade.

1. Engaging the End-User: Staying Ahead of the Game
Reflections by Anne Saunders
June 5, 2012
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2. Friday, June 15, 12 2

3. Engaging the End-User: Staying Ahead of the Game
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4. Power to the
People...
(...is there any way to get some back?)
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5. “This I.T. revolution is also ‘super-empowering’
individuals, enabling them to challenge hierarchies
and traditional authority figures - from business to
science to government.”
- Thomas Friedman
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6. “Consumers are gaining more power than firms because
they are quicker to adopt disruptive technologies.”
Deloitte - The Shift Index 2011
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7. Contributing
Changes
Information
Technology
Economics
Media
Demographics
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8. ✤ Declining Corporate Performance
✤ Profitability as measured by ROA, ROIC and ROE has shown a
downward trend over the past four decades. Deloitte The Shift Index ’11
✤ Loss of Trust
✤ Trust in business - 59% (’08) to 46% (’11). Edelman Trust Monitor ‘11
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9. ✤ Burst of Innovation
✤ Societal Change
✤ Personal Control
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10. Where do we
go from here?
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11. Accept It.
When we are no longer able to change a situation,
we are challenged to change ourselves.
~Victor Frankl
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12. Recognize for 60% of the world < 35 ,
it’s not a shift, it is what is.
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13. What do consumers want?
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14. E(asy), T(rusted), R (elevant), V(aluable)
Decision to buy is now based on 56% of global consumers want
“...how easy it is for the consumer technology that is easy to use vs. 35%
to gather and understand want to be entertained.
information about a brand, how Ketchum Digital Living Index’11
much they can trust the
information they find and how
“The most common mistake that
readily they can weigh their marketers make is not recognizing the
options.” HBR 5/1/12 difference among what the marketer
views as critical vs. what the consumer
views as significant.” Email Experience Council
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15. Innovate on their Own
✤
“Our sense was that this is a spirit of wanting to re-imagine how
almost anything can work in a better way, and being able to hack
their way to that new version.” Nick Shore - MTV Insights
✤ “When a platform is self-service, even the improbable ideas can get tried, because there’s no expert
gatekeeper ready to say ‘that will never work!’ And guess what – many of those improbable ideas do
work, and society is the beneficiary of that diversity.” Jeff Bezos
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16. How to give consumers what they want?
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17. Omni-Channel - Think Customer Out
“...the consumer can choose
whatever channel she wants
to interact with you on, any
device that she’d like to do
that with, and [still] get a very
consistent [shopping]
experience.” Peter Sachse, CMO Macy’s
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18. Listen. Ask. Believe.
✤ Complaints
✤ User Panels
✤ Interns
✤ User Testing
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19. Empower and Enlist your People
“...firms can gain tangible
results by engaging and
supporting workers at every
level of the organization and
giving them the tools and
channels to drive scalable
learning.”
Deloitt - The Shift Index 2011
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20. 3 Ideas to Consider and Discuss
✤ Revel in the Shift.
✤ Listen. Ask. Believe.
✤ Empower and Enlist.
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21. Thank You
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