Ignite presentation on May 11 in San Diego at the IBM Amplify Conference. Introduces the concept of info-sense and features two examples of Blue Goldfish from Tory Burch and Westpac Bank.

1. STAN PHELPS
@9INCHmarketing

2. What
is
Ignite?
Ignite
is
presenta/on
format
for
a
5
minute
talk.
Presenters
use
20
slides
that
auto
advance
every
15
seconds.
This
talk
was
hosted
by
IBM
as
part
of
the
IBM
Amplify
conference
in
San
Diego.

3. In
customer
experience,
there
is
no
such
thing
as
mee/ng
expecta/ons.
Mee/ng
expecta/ons
is
a
myth.
You
either
exceed
expecta/ons
or
you
fall
short.
Choose
to
do
MORE.
LiPle
things
can
truly
make
a
big
difference.
[Purple
Goldfish
–
Customers,
Green
Goldfish
–
Employees,
Golden
Goldfish
–
The
Top
20%
of
Customers
&
Employees]

4. According
to
a
recent
study
by
IBM,
more
than
3
out
of
4
customers
expect
organiza/ons
to
understand
their
individual
needs.
Call
it
the
Amazon
Effect,
we
now
live
in
an
ON
DEMAND
world.

5. Trendwatching.com
calls
this
info-­‐
sense
and
lists
it
as
one
of
the
five
trends
that
will
shape
the
future
of
CX.

6. Defini,on:

7. I’m
on
quest.
My
fourth
book
with
co-­‐author
Evan
Carroll
will
be
called
Blue
Goldfish.
It
will
focus
on
how
companies
can
leverage
data
and
analy/cs
to
turn
insights
into
ac/ons
that
improve
the
experience.

8. I
recently
wrote
about
two
Blue
Goldfish
in
Forbes.
The
ar/cle
tells
the
story
of
Tory
Burch
and
Westpac.
Two
examples
of
how
technology
can
improve
the
customer
experience
and
drive
sales.
(full
ar/cle
here)

9. Doug
wakes
up
in
Toronto
on
a
bachelor
party,
nagging
no/on
that
something
is
wrong…
Then
it
hits
him,
he
forgoPen
to
order
his
pregnant
wife
a
gid
before
leaving
the
country
just
days
before
her
birthday.

10. He
quickly
runs
down
to
the
lobby
and
orders
a
pair
of
shoes
online
for
his
wife
Lindsay.
Only
problem
is
that
he
uses
Paypal
and
realizes
the
shoes
will
not
arrive
/ll
ader
her
birthday.
More
panic
sets
in.
He
now
decides
to
visit
the
store
immediately
upon
his
return
to
Florida.

11. Doug
visits
a
Tory
Burch
store
and
meets
a
store
associate
named
Michelle.
She
tells
him
that
once
the
online
order
arrives
to
simply
bring
it
in
to
her
store
for
a
return
no
problem.
She
grabs
a
new
pair
of
shoes,
swipes
his
debit
card
and
tells
Doug
that
it
isn’t
going
through.
He
calls
his
bank,
gets
put
on
hold,
transferred,
hold
again,
and
then
Michelle
emerges
from
the
back
of
the
store
with
a
corona
boPle.
“Would
you
like
this
Corona
or
perhaps
a
glass
of
wine
while
you
get
this
sorted?”

12. A
few
days
later
Doug
and
his
wife
head
back
to
Tory
Burch.
Michelle
greets
Doug
by
name
and
introduces
herself
to
Lindsay.
While
she’s
returning
the
original
order,
Lindsay
begins
trying
on
shoes.
Within
seconds,
Doug
is
signg
with
a
Corona
in
one
hand
and
an
iPad
in
the
other.
Ader
the
return
was
complete
and
Lindsay
was
done
browsing,
they
led
the
store.
A
few
days
later,
Doug
receives
a
personalized
email
from
Michelle.
According
to
Doug,
“This
was
the
first
;me
I’ve
seen
online
marke;ng
being
fused
with
an
offline
transac;on.
Marketers
like
myself,
use
soFware
to
show
you
ads
for
products
you
recently
searched
for
or
viewed
in
hopes
of
geGng
you
to
complete
your
purchase.
The
fact
that
Michelle
was
doing
this
manually
really
impressed
me.”

13. Tory
Burch
has
developed
a
tablet
based
system
called
“Client
Book.”
According
to
an
ar/cle
in
Internet
Retailer,
“this
client
book
service
enables
customers
to
keep
track
of
previous
orders,
wish
lists
and
other
informa/on
from
an
online
accounts.
A
shopper
might
put
something
into
her
wish
list
late
at
night,
for
instance,
and
a
store
associate
keeping
track
could
have
that
item
ready
on
the
shopper’s
next
store
visit
or
prepare
recommenda/ons
for
other
products.”

14. The average order value for Client
Book customers is 62 percent higher
than Tory Burch’s typical customer

15. Westpac
is
the
fourth
largest
bank
in
Australia
and
New
Zealand

17. The
bank
has
been
join
the
dots
between
the
immense
amount
of
informa/on.
The
bank
knows
needs
are
driven
by
life
stages
and
moments
of
truth
in
their
customer
journey.

18. The
“Know
Me”
program
by
Westpac
drives
insights
about
the
customers
through
their
data
to
create
NBO’s,
“next
best
offers.”

19. By
using
a
mix
of
offline
transac/onal
data
and
online
behavioral
data,
the
insights
allow
the
bank
to
predict
what
the
customer
might
need
next.

20. Westpac is converting 40% of all NBO’s,
resulting in $22 million in additional
sales in Year One of the program

21.
According
to
former
GE
CEO
Jack
Welch,
there
are
two
forms
of
compe//ve
advantage.
First,
learn
more
about
your
customers
faster
than
the
compe//on
and
second,
turn
what
you
learn
about
customers
into
ac/on
faster
than
the
compe//on.
STAN PHELPS
stan@9INCHmarketing.com
Are
you
turning
big
data
into
useful
data?
Are
you
leveraging
analy/cs
to
drive
sales
and
improve
the
customer
journey?
What’s
Your
Blue
Goldfish?