shifting behavior: the pursuit of digital transformation...
TRANSCRIPT
Stop Selling. Start DelightingShifting behavior: the pursuit of digital transformation in managing businessFerdian BudiartoJakarta, 24th October 2018
Nielsen Indonesia & Singapore2003-2007
Sony Electronics Asia Pacific2007-2011
Bayer Pharmaceuticals South East Asia2011-2015
Abbott Established Pharmaceuticals2015-now
Tarumanagara University1999-2003
Overview
Disclaimer: views, thoughts, opinions expressed in this presentation belong solely to the author, and do not at all represent the author’s past and present employers.
Looking at your digital footprint:
Go to kahoot.itEnter PIN 9846329
How technology has changed in the past few decades
RAMAC = Random Access Method of Accounting and Control.https://www.pcworld.com/article/127104/article.html?page=2; https://www.sandisk.sg/ & author’s self research.
1956IBM 305 RAMAC5 MB… ~1 Tonne… ~$350K
2018SanDisk Ultra MicroSD
256GB… ~0.5 gm… ~$50
We like to share our experiences with others
https://winkgo.com/20-ways-technology-has-made-our-lives-easier/
Oil barons have now been replaced by Silicon Valley
http://www.visualcapitalist.com/chart-largest-companies-market-cap-15-years/
Fast & free access to information allowing rapid cross-discipline knowledge transfer
http://www.internetlivestats.com/google-search-statistics/
Great consumer experience is the key to successful digital transformation
https://www.youtube.com/watch?v=YYmZ-zNcpc0
What is consumer experience
Cx = Pdt + Svc + Eng ConsumerExperience
Products Services Engagement
Consumer experience is the lasting impression consumers have towards a company/ brand, after using its products, services
throughout various touch points (engagements)
DigitalTechnologyManpower
From delivering commodities to delivering experience
PRICEMass market Premium
POSITIONING
Undifferentiated
Differentiated
RELEVANCE
Low
High
Commodities
Consumer Goods
Value-Adds
Experience
Consumer journey today is much more complexed than ever, involving many more touch points
Consumer Journey Today
https://www.vendasta.com/blog/following-modern-customer-journey
Companies need to understand fulfillment point to be able to influence purchase decisions
http://www.internetlivestats.com/google-search-statistics/
Hostile
Friendly
Develop an experience journey map to identify where digital can potentially intervene
http://www.internetlivestats.com/google-search-statistics/
Moving from selling to delighting – a model of Digital Consumer Experience (Cx)
DiscoveryInsights
DecideStrategy
DevelopContent
DeviceCampaign
CustomerPurchase
CustomerRetention
Efforts & Resources
Results
TargetedMarketing
PersonalisedMarketing
CustomerExperience
CustomerProblems
SolutionsProducts Services
Brand Positioning
Engage
Delight
Monetize
Data & observations are often assumed to be insights
Behaviors
Beliefs
Values
10%
Insights, once discovered, often sound obvious…
25% of men use a moisturiser
Majority of men using a moisturiser use their wife/ girlfriend’s products
I want my skin to look good but… I am embarrassed to buy what are perceived as feminine products
Observations
Insights
Knorr Love at First Taste
https://youtu.be/xwx7NnPQ44Uhttp://myflavor.knorr.com/en-GB#feOBOSFmXfMeLEky.97
Algorithm-based profiling to help determine customer segmentation
http://myflavor.knorr.com/en-GB#feOBOSFmXfMeLEky.97
Using behavioral segmentation for targeted marketing
http://myflavor.knorr.com/en-GB#feOBOSFmXfMeLEky.97
Discovering insights beyond traditional market research: AI-powered marketing
https://www.youtube.com/watch?v=Wnpr2EMtVus
Netflix uses AI to help increase customer experience
https://www.netflix.com/sg/#this-is-netflix
Virtual assistant: leveraging on speech recognition & machine learning
To play up to 2nd min.https://www.youtube.com/watch?v=D5VN56jQMWM
Leave the couch no more
AI Influencers may just be the next brand ambassadors
https://www.busuncle.sg/
1. Save time & money2. Generate leads & revenue3. Guide users to better outcomes4. Provide ‘after hours’ support5. Engage users in a unique way
Digital training certificate, part of your online CV
Moving from selling to delighting – a model of Digital Consumer Experience (Cx)
DiscoveryInsights
DecideStrategy
DevelopContent
DeviceCampaign
CustomerPurchase
CustomerRetention
Efforts & Resources
Results
TargetedMarketing
PersonalisedMarketing
CustomerExperience
CustomerProblems
SolutionsProducts Services
Brand Positioning
Engage
Delight
Monetize
Measuring customer loyalty with NPS
https://www.netpromoter.com/know/
Stop Selling. Start Delighting
• The only thing that is constant is change. Digital disruption is an opportunity.
• Find or create a competitive advantage
• Integrate various data sources to discover meaningful insights
• Take actions on insights - not just to sell, but to increase customer experience
https://www.youtube.com/watch?v=vI4LHl4yFuo