Cool ICEInnovative customer experiences

Context: Industries evolveStage Automobile industry (~110 years)

Effective Build a car that works

Efficient Mass market demand for cars creates opportunity for efficiencies of scale, affordable pricing, cars built to last

Flexible People demand differentiation (Honda cup holders), shared components across models, ability to run smaller scale lines efficiently with low switching costs

Tailored Now technology differentiates, driving assistance, maps, communication etc

Henry Ford: "Any customer can have a car painted any color that he wants so long as it is black."

Mark Fields: “the privacy of our customers data is the most important thing."

Henry’s goal was to greatly expand car ownership.

Mark’s goal is relevance leading to survival.

Thinking of our industryStage Localization (~30 years) Growth in experiences

Effective It works in a handful language other than English Boxed Product

Efficient Scaling to ~ 100 languages, worldready products at source, sensitivity to quality Boxed Product, Services

Flexible Cross platform, localization as a service, blog posts, direct business drives direct connection with customer

Boxed Product, Services, Web, App stores

Tailored No longer simple localization, speech, handwriting, fonts, A/B testing, color, “quality” bar is situational, relevant content is king, search engine optimizations, payment instruments, sovereignty of data etc

Boxed Product, Services, Web, App stores, Agents

Cost per word Usage, click throughs, conversions etc

Efficiency in translation Innovation in customer experience

Some examples of tailored experiences

Customized International UX @ Netflix

RTL UI & Display (Originals Billboard)

RTL UI & Display (Originals Billboard)

Localized input methods (TV UI)

Localized input methods (TV UI)

Localized Search with customized results

Geo-centric Non-Member UX

Geo-centric New Member On-Ramp UX

Customized Member Rows

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This is already a disruptive change…

Enablers: • Ability to capture, mine and reason over data (system, business, customer)

• Application of machine learning

• Open source

• Community

Impact on supply chain: • Commoditization of traditional supply chain services

• Emergence of new services

• Disruption offers new players opportunity

Impact on Publishers:• Change in culture and mindset

• New skills

• Way more intimacy with what it takes to be relevant in a market

• Different leadership (?)

Questions for the leaders in the room

• What have you done to prepare?

• What new skills are you building?

• What new services are required already emerging?

• What % of your capacity is invested in:• Traditional loc activities?

• Innovating in customer experience?