n millard clouds, crowds and customers

Clouds, Crowds and Customers:

Doing Business as Unusual

Dr Nicola J. Millard

Customer Experience Futurologist

BT Global Services

[email protected]

mailto:[email protected]

© British Telecommunications plc

4

Clouds, Crowds and Customers…

Generational

change

Technological

change

New Business

Models

•Baby

boomers

•Generation X

•Generation Y

•Millennials

•Radio

•Television

•Mobile

•Internet

•Content

“Without the emergence of new generation with new attitudes and beliefs, as well as a passion

for using new technologies, neither the telegraph and telephone of the 19th century, nor the

broadcast media of radio and television in the 20th century, nor even this century’s Internet and

mobile communication technologies would be able to make any real difference.”

Organisational

change

•Monolithic

•Networked

•Devolved

•Co-created Years to reach

50 million users:

38 13 3 5 months


Customers are Changing

1 0 1 2 3 4 52

I like to take time to

make the right

decisions in life

83% I’ve got a very good

attention to detail

78%

I let my heart rule my

head when it comes

to making decisions

30%

Self-service is good as

it puts me in control

58%

I enjoy chatting for

long periods of time

with friends, family,

colleagues

59%

I never have enough

time to get everything

done in life

53%

I want organisations to

make it easier for me to do

business with them

83%


The Consumerisation of IT.

At work...

At home...

“24% of employees use their own technologies on corporate networks”,

Gartner, 2010.


Are Millennials Changing the Shape of Future Work?


91% of people want to work away from traditional work spaces,

IBM, 2008.

Working in the Clouds.


Mobile Device Capabilities in 2013.

Ability to watch and

create full high-

definition video content

on the moveStorage to carry:

• 80 HD movies

• 250,000 music tracks

Seamless roaming

between range of high-

bandwidth wireless

networks

Flexible displays and

built-in projectors

overcome device size

limitations

Easy, wireless

synchronisation of media

with other devices

Knowledge of location

used to target

information

7 Copyright - BT Global Services, 2010


Copyright - BT Global Services/Avaya, 2010

Mobile & Location Based Service Make

Multi-Channel Integration More Important.• Outbound text and Apps

for customer service have

mushroomed

• However, these do not

always reassure

consumers or improve

service levels

• Inaccurate information

• Different data across

channels

• Gap between predicted

and actual event

• Smart Phone users use all

channels more

• Better enterprise wide info

needed

• Websites and Apps need

to be designed for smart

phones, including

hyperlocality & integrated

links to the call centre


The Way That We Seek Advice is Changing.

“In this self-service era, it is critical to recognize that satisfaction with a company’s

web site and voice response system are not as powerful in generating or

reinforcing consumer loyalty as the core human touch points”,

Strativity Group, 2009.

• 56% of online consumers agree that their calls are more complex as simple transactions are automated.

• 64% say they would rather use the phone than a website FAQ to sort out problems



The Networked Expert.

“The complexity of

enquiries now is amazing

– especially now in a time

of financial uncertainty.

With complexity comes

longer calls and higher

expertise.

Contact

centres, especially, have

never been viewed for

what they’re becoming”

CIO, UK Retail Bank.

Copyright - BT Global Services, 2010


Social Learning.


Content Creation at Light Speed – Kulu Valley.

Slides / collateral + videoVisual message

Internal / external

Web Browser

Self-publish & distribute in

minutes ; change in minutes

Internal & external

communications: view anywhereRecord anywhere: desktop, studio, events

No software install - web browser only

(also works on mobile devices)



Customers Bypassing Organisations.

Only 25% agree

Most of the online recommendations I

read on the internet are not very useful

31% agree

I trust the content on customer forums, it's

unbiased and reliable

51% agree

I trust the content on a customer forum

more than an organisations' website

Only 24% agree

I trust the content on an organisation's

website or forum, it's unbiased and reliable

83% agree

I use reviews of

products and services

on the internet to

check quality

37% agree

I contribute to online

forums, online reviews

e.g. Trip Advisor etc

http://whatconsumer.co.uk/forum/



Customer Collaboration - Online Forums are Popular.

When I want to sort out a problem with a product or

service increasingly I use online customer forums

11%

20%

10%13%

8%6%

9%

24%

32%

26%

29%

26%

17%

10%

0%

10%

20%

30%

40%

50%

60%

Total 16-24 25-34 35-44 45-54 55-64 65+

Agree slightly

Agree strongly

Helping other consumers with problems

with their products and services

20% say it would really add value

http://www.mymuesli.com/?


How BT is Networking Customers.

You Tube

UK Consumer and Technical Forums

BT.com/help & forums

• 4,655 messages posted

• 376 ratings from other users

• 76.5 full days spent online

reading over 155k messages

and helping our customers

BT Viewpoint Business Blogs


16Total Transparency.

Over 15,000 views

RichieJones Now that is transparency!! RT:

@BTCare: Service restoration now underway

but may take some time. See pic:

http://bit.ly/gw07ZE

CallMeKallam @MangaUK The exchange is

in Gerrard Street, but I believe that caters for

the West End. Follow @BTCare for info,

they're good chaps.

Great response from

customers:

Customers’ thirst for updates

reflected in the numbers:

rscales@BTCare not affected by today’s

problems but if I was I’d find your

updates really useful, keep it up!

RadioTaxisGroup @BTCare Thanks for

update - we've 19 radio aerial sites +

3000 taxis radio network is out we're

using mobile phones to keep going.

http://twitter.com/RichieJones

http://twitter.com/BTCare

http://bit.ly/gw07ZE

http://twitter.com/CallMeKallam

http://twitter.com/MangaUK


http://debatescape.labs.bt.com/?pagename=new&entity=message&jobid=349581&authorid=155286

http://twitter.com/RadioTaxisGroup



Networking experts: @BTCare & @BTBusiness.

A cheaper, easier and quicker channel for talking to customers than voice - “it’s

more convenient than calling and waiting in a queue… it’s fast … and it’s a more

personal service”,

@BTBusiness Customer.

Thanks to Dr Simon Thompson.

Copyright - BT Global Services, 2010

..\..\My Videos\Debatescape_short.wmv


New Ways of Forming Communities.

“Collective Intelligence is the capacity of human collectives to engage in

intellectual cooperation in order to create, innovate, and invent.”

Levy, Surowiecki &Tovey.

Hierarchies, budgets,

processes, rules, controls.

Anarchic,

Passionate,

Motivated,

Fluid,

Co-operating.


Thank You

Dr Nicola J. Millard

Customer Experience Futurologist

BT Global Services

[email protected]

Twitter: @DocNicola

Blog on BT Viewpoint:

http://www.blog.bt.com/viewpoint

mailto:[email protected]

n millard clouds, crowds and customers

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