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EXPLORING THE FUTURE
And its impact on Customer Relationships
Brian VellmureInitium LLC / Innovantage
http://www.brianvellmure.comhttp://www.twitter.com/CRMStrategies
WHAT WILL THE FUTURE LOOK LIKE?
I HAVE NO IDEA But let’s look at some concepts
MACRO TRENDS
Brian Vellmure http://www.brianvellmure.com @CRMStrategies
• Economic Uncertainty
• Global Reorganization: Rise of BRIC countries and beyond
• Fragile Environment – Focus on Sustainability
• Climate Change
• Biotech advancement– expectant trajectory as information technology
• Aging Populations
• Collective Intelligence
• Mashups (Cultural, People, Information)
• New measurement metrics: Triple bottom line New currencies (trust, reputation, societal impact, credits)
MACRO TRENDS
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•Growth
•Constraint
•Collapse
•Transformation
•Other?
SEVERAL POTENTIAL FUTURES
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IMPORTANT MACRO TRENDS
TECHNOLOGY TRENDS
Brian Vellmure http://www.brianvellmure.com @CRMStrategies
The Expansion of the Social Web
LinkedIn InMaps
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Mobile / GeoLocation / Augmented Reality
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Cloud Computing
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Video and Unified Communications
Cisco Telepresence
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Gam
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Klout and Foursquare Badges
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“Every industry that becomes digital eventually becomes
free”
Chris Anderson
The Digitization of Everything
Portrait by Popeye Francom
"How far off is a future in which the creative economy overflows the thin boundary that separates 'information' from 'stuff'?"
Tim O’ Reilly
More data = More intelligence = Better Decisions?
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The Internet of Things Bria
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The Internet of Things
In 2008, the number of “things” connected to the internet exceeded the number of people on the planet.
By 2020, there will be more than 50 Billion “things” connected.
Source: Dave Evans, Cisco
The Semantic Web (Web 3.0) will one day be automatically connecting you with potential customers, prospects, partners, suppliers, employees
…Based on your signalsyour reputationyour networks
And perhaps even makingdecisions on your behalf.
Credit: iphones.ru
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“The web will be smarter, more personalized, and ubiquitous”
- Kevin Kelly
HOW SOON IS THIS COMING?
Brian Vellmure http://www.brianvellmure.com @CRMStrategies
26
Price/Performance Doubling every 18 months
Source: Ray Kurzweil
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CUSTOMER EXPECTATIONS
Brian Vellmure http://www.brianvellmure.com @CRMStrategies
What do your Customers Want?
What WILL your Customers Want?
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Help me to get my job(s) done
Fundamental Customer Expectations
Help me to feel good
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- Know me
- Be competent- Be trustworthy
Here’s what else our customers want
- Be likeable- Be relevant- Be available
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How are Customer Expectations changing?
Growing expectations of immediacy
Great experience regardless of channel
70% of a typical buying process is completed
Before a sales person gets involved
Source: Sirius Decisions
Photo courtesy of freefoto.com
Except when they don’t …
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“I actually think most people don't want Google to answer their questions.
They want Google to tell them what they should be doing next.”
Eric Schmidt
- Know me
- Be competent- Be trustworthy
Remember these?
- Be likeable- Be relevant- Be available
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A NEW CUSTOMER LANDSCAPE
Brian Vellmure http://www.brianvellmure.com @CRMStrategies
EVOLVING CUSTOMER RELATIONSHIP DYNAMICS
They are now Active Value Chain Participants
They (could) have input to product/service direction
They are your brand managers
They (could be) Tech Support / Customer Service
From Individual Customers… to Networks of Customers From Delivering Value to Customers… to Co-Creating Value
with Customers From Hierarchical Command & Control… to Collaborative
Hybrid Organizations From Customer Lifetime Value… to Customer Network
Value From Stand-alone Companies… to an Ecosystem of
Networked Partners From Company Push… to Sensing and Responding in Real-
Time to Customers
Pioneering a new customer landscape
Dr. Graham Hill: A Social Business Manifesto
The Future is already here
It’s just unevenly distributedPranav Mistry – Sixth Sense
CASE STUDIES
Brian Vellmure http://www.brianvellmure.com @CRMStrategies
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This is about more than “customers”
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People found, aggregated, and feedback gathered in just a few days
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THE AM-HOC VALUE CHAIN
Brian Vellmure http://www.brianvellmure.com @CRMStrategies
NOT the Ham Hock Value Chain
The Emergence of the Am-hoc Value Chain
Big Data
Social Networks
Ambient Awareness
RecommendationEngines
Artificial Intelligence
Reputation and Ranking Systems
Faster Cycles
Ubiquitous Internet Access
HTML5
The Semantic Web
Exponential Increases in Computing Power
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Content Networks
The Am-Hoc
Value Chain
The Am-Hoc Value Chain
The automated, rapid formationof a new value chain around an emergent customer need.
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The Am-Hoc Value Chain
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Web Services
Content Networks
Social Networks
SelfAssembling
Around Emergent Customer
Needs
The Am-Hoc Value Chain
Internet of Things
Web Services
Content Networks
Social Networks
People will still play an important role inassembling all the rightIngredients for the customer
Keys to Success in an “Am-Hoc world”
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Begin and continue to build the plumbing for the coming changes:
Seek to better understand your customer’s jobs to be done (and even your customer’s customers)
Merge cross platform and cross channel data for deeper customer insights
Extend and nurture your social graph(s) Extend and Enrich Content Libraries
(Creation and Curation) Consider ways to enable construction of new
value chains (with your org as the platform)
Key Skills in an “Am-Hoc world”
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Awareness (Ambient Awareness, Activity Streams)
Agility (Rapid shifts in customer demand) Empowerment (De-centralized workforce) Creativity (New problems, new
opportunities, less routine work)
In a world where access to almost anyone and anything is available from anywhere,
and in many cases will be automatically
RECOMMENDED
How will you compete and WIN?
Brian VellmureInitium LLC / Innovantage
http://www.brianvellmure.comhttp://www.twitter.com/CRMStrategies
THANK YOU!EXPLORING THE FUTURE
And its Impact on Customer Relationships