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Many dominant brands built reputations on giving
customers what they could expect—predictability.
This created a status quo mindset where the design
of products, services, and experiences were largely
transactional and good enough for most people. But
along the way, customers became connected and as a
result, informed, empowered, demanding, and elusive.
Now, people expect anything but the status quo.
People today want to feel like they matter as customers.
They don’t just want generic emails or text messages
about sales. They don’t want trendy chatbots to help
them buy stuff via Facebook. They don’t just expect
great customer service. Customers want to feel valued.
Customers want to believe that your company values their
time, understands how they communicate, and appreciates
their preferences. They want one-to-one personalized,
tailored engagement, or at the very least, the semblance
of it, at each touch point. This is the human quotient. But
even the most modern of modern brands is underesti-
mating the human quotient in customer engagement.
Like in all things in this world, nothing lasts forever. The
barriers to entry are obliterated. The opportunity for
new start-ups and entrepreneurs to disrupt traditional
markets and reap gainful rewards has never been greater.
But with every opportunity, challenges are inherent.
The same forces that drive disruption set the stage
for anyone to be on the receiving end. Today’s disrup-
tors face disruption from next-generation start-ups
and eventually the sleeping giants they awaken.
CHAPTER 2 The 3 Types of Modern Commerce Disruptors
All companies must understand that there will
always be 3 basic types of disruptors:
• the old (laggards or future-shocked)
• the new (disruptors)
• the new-new (next-generation disruptors)
This is no time for leaders to be paralyzed by future shock.
Instead, they must future proof their brands by prioritiz-
ing the human quotient, invest in meaningful customer
engagement using technology platforms in moments and
ways that matter to customers, and continually explore
methods and services to deliver new value to customers.
The first e-commerce companies
that disrupted the incumbent
serving consumers with lower
costs and convenient delivery
Brands in the current commerce
landscape that aim to get in front
of consumers on all channels,
but still opt to message through
Emerging brands that are invested in
understanding and developing a deep
human connection with every consumer
as an audience of one to communicate
with them on their terms—the right device,
the right time, and the right message