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