Table19 looks at six major trends influencing customer experience this year.
Please follow us on Twitter at WeAreTable19
Sign up to our weekly trends report, SpotTable19, at http://goo.gl/VqOLir
17. Late 2014, the autonomous-drive systems
disengaged every 785 miles. By the end of
2015, the cars turned control over to the
driver every X miles
53 test cars have logged more than 1.3m
miles in California and Texas. X minor
accidents with other vehicles
18. Late 2014, the autonomous-drive systems
disengaged every 785 miles. By the end of
2015, the cars turned control over to the
driver every 5,300 miles
53 test cars have logged more than 1.3m
miles in California and Texas. 17 minor
accidents with other vehicles
30. Improving a customer experience from
merely average to something that wows
the consumer can lead to a 30-50% in
measures such as likelihood to renew or
buy another product.
McKinsey
By 2020, customer experience
will overtake price and product
as the key brand differentiator.
Walker
31. Which proves our Remarkable positioning will still be very relevant
this yearâŠ
Remarkable
54. Vacation rental company, HomeAway, mocks Airbnb in its latest TV
ad by showing you all the gross/weird things that can happen when
youâre sharing a home with someone.
58. Unmade (formerly
Knyttan) is a knitwear
company that lets
customers personalise the
design of jumpers and
scarves online with the
final product being made
from scratch in store.
Atom Bank wants its customers to
tailor their mobile experience - from
being able to choose their own logo
and bank name (e.g. Sebâs Bank) to
changing the colour palette of the
app.
Genu is a skincare brand that uses
customersâ DNA results to inform the
specifications of their anti-ageing skin
creams. It doesnât get more
personalised than that.
59. 7 mins. Thatâs how long it takes financial-technology start-up Kabbage to approve a
small business loan â nearly 5,000 faster than the 20 days it takes a typical bank.
60.
61.
62. At CES this year, WeChat demonstrated how
you could control elements of a hotel room
through the app.
To speed up legal proceedings, a courtroom in China
conducted their first trial via WeChat. The trial was
concluded in 90 mins.
KLM is now available on WeChat. The airline is
broadening the number of social apps and
channels through which it can deal with customer
service enquiries.
Burberry has been using WeChat to
connect with Chinese consumers.
Shoppers can stream runway shows
live, request bespoke items as they
appear on the catwalk, access
exclusive information about
products, watch VIP events and
unlock exclusive audio content.
Hailing a cab through WeChat is
extremely popular in China. The
service has been available since
the start of 2014.
63.
64. Facebook has just partnered with Uber
to bring ride hailing to its app. It will
soon partner with rival taxi service, Lyft.
Messenger for Business enables brands to offer
more personal and efficient customer service.
Payments in Messenger simply requires
you to link you debit card (if you have a
US bank account) so you can make
instant P2P payments.
65. Closing the
expectation gap
What can we do to help clients understand the
expectations of their customers and deliver a
Remarkable experience that meets and exceeds them?
75. Dom is Dominoâs in-app virtual assistant
to help you place pizza orders.
The North Face uses IBM Watson to deliver a highly personalised
interactive shopping experience on its website.
ReThink is an anti-bullying software which can be
downloaded to smartphones. It analyses text for
harmful messages and asks the sender if he/she to
reconsider what theyâre sending.
Hello Barbie uses AI to have
human-like conversations with
those who talk to her. Sheâs been
designed to have natural, free-
flowing discussions with children.
76.
77. If VPAs start making decisions for you, then our
industry, which is fundamentally about
marketing to the pre-frontal cortex, will begin to
market towards an algorithm.
Mark Holden, PHD Mediaâs worldwide director of Strategy and Planning
83. 1: The ability to identify moments through various forms of data
analysis, including path-to-purchase data and monitoring of
social media
2: The ability to target consumers in those moments through
technology â for example through programmatic buying or
through location-based messaging.
97. Case study videos âŠ
https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html
98. âAt 4:20 a.m., we started seeing a lot of conversations like this: âHas anyone got any tips for getting
a baby to sleep through the night?â âMy ten-month-old had me up six times last night, but canât sleep
now,ââ explained Vineet Mehra, President, global marketing services, Johnson & Johnson. âThings
spike up right around the same time all around the world, when baby goes to sleep.â
99. âAt 4:20 a.m., we started seeing a lot of conversations like this: âHas anyone got any tips for getting
a baby to sleep through the night?â âMy ten-month-old had me up six times last night, but canât sleep
now,ââ explained Vineet Mehra, President, global marketing services, Johnson & Johnson. âThings
spike up right around the same time all around the world, when baby goes to sleep.â
Using data and technology, Johnson & Johnson had found a new opportunity to connect with
mothers. It had found a âmomentâ of opportunity.
101. Thereâs a growing ability to link consumers straight to a purchase opportunity, for
example through online âbuy buttonsâ â making every single piece of media (whether
thatâs owned, paid or earned) transactional.
102. Micro-Moments
How can we help our clients identify the key
moments or touchpoints where they'll be able to
make a Remarkable difference?
109. Faster broadband, widespread free
Wi-Fi and cheaper data plans make
watching videos less challenging,
whether in or out of home, on TVs,
desktops, laptops, tablets and
smartphones.
110. Thereâs a golden opportunity to use video
to add value to the customer
experienceâŠand drive revenue:
Consumers who watch videos while
shopping online are 1.9 times more likely
to buy than non-viewers.
Invodo, âVideo Commerce Benchmarks Report 2014
119. Seeing (hearing,
touching, smelling) is
experiencing
Is there an opportunity for us to deliver a multi-sensory
experience for our clients in order to leave more of a
lasting impression on their customers?
120. Case study videos âŠ
https://www.thinkwithgoogle.com/case-studies/coca-cola-meets-consumers-in-the-moment-on-mobile.html
130. Tales of authenticity and heritage are leaving a bad taste in
consumerâs mouths as brands mercilessly misappropriate
these values and divest them of meaning
131. 2016 will see more brands
âhumanisingâ their marketing efforts
with a people first approach built
on real substance and purpose.
132. Currently, customers are seeking more
engagement from brands. This trend will continue
with customers becoming more demanding in their
expectation of transparency. Genuine brands â the
ones that âwalk the talkâ and create real value â
will be rewarded.
forbes.com Top 10 trends for 2016
139. Authenticity
(Actions speak louder
than words)
What can we do to bring our clientsâ values to life in a
way that their customers can relate to and believe in?
Space Mining notes
What do you think of when you see the moon? Small circle in the Sky?
Naveen Jain, founder of space/moon mining startup Moon Express sees quadrillions of dollars worth of valuable minerals, more than a million tonnes of fusion fuel and some prime business estate and he wants to own it!
Helium 3 an ideal candidate fuel for nuclear fusion. Very rare on Earth because of our magnetic field. But the Moon is estimated to have enough to meet global energy demand for more than a millenia!
Might start to get first lunar samples back this year, but the first producing Moon mine wonât be established for another 10 years or soâŠ
Last year, card sales surpassed notes and coins for the first time. 1 in 10 card transactions are now contactless⊠is this the start of a post-money economy?
The death of the password⊠Google and Yahoo have introduced secondary device authentication, (use smartphone to verify log-in), fingerprint sensors are standard on better smartphones and facial recognition tech is baked into Windows 10
Cyber threat
Threat landscape has changed dramatically in recent years. Enterprises once worried about lone hackers. Now we face organized cyber-criminals, nation states and ever changing regulations. Meanwhile internal threats have proliferated with the rise of BYOD and BYOA (bring your own apps). Vulnerabilities exist in apps, networks, mobile operating systems, connected devices/homes and various other elements within the cloud
⊠no hacker in history has been as successful at disrupting power to American homes as the squirrel that scampered into a sub station in California and caused a power cut for 45,000 people
Theresa May has signed her intent to push through âThe Snooperâs Charterâ mandating service providers to make customerâs browsing data available to security services
Could create significant distrust among privacy-conscious customers about what will happen to the data companies hold about them â will it push people towards encrypted services and web browsers such as TOR that mask their identity and location?
Cyber threat
Threat landscape has changed dramatically in recent years. Enterprises once worried about lone hackers. Now we face organized cyber-criminals, nation states and ever changing regulations. Meanwhile internal threats have proliferated with the rise of BYOD and BYOA (bring your own apps). Vulnerabilities exist in apps, networks, mobile operating systems, connected devices/homes and various other elements within the cloud
⊠no hacker in history has been as successful at disrupting power to American homes as the squirrel that scampered into a sub station in California and caused a power cut for 45,000 people
Theresa May has signed her intent to push through âThe Snooperâs Charterâ mandating service providers to make customerâs browsing data available to security services
Could create significant distrust among privacy-conscious customers about what will happen to the data companies hold about them â will it push people towards encrypted services and web browsers such as TOR that mask their identity and location?
Investment in Hollywood â Wanda Group acquired Legendary Pictures
The transaction, for about $3.5 billion, gives the Chinese conglomerate control of the production and financing operation behind Hollywood blockbusters such as â300,â âThe Dark Knightâ and âThe Hangoverâ films. More importantly, it is the most obvious bow by a U.S. content generator to the power of Chinese capital and the tractor-beam allure of the fast-expanding Chinese market.
Change in visa regulations - visitors are normally issued with a six-month tourist visa at a cost of 85 pounds. The new scheme will, for the same price, issue a two-year tourist visa that allows the holder to leave and return without the need for fresh paperwork. The number of Chinese tourists visiting Britain has more than doubled over the last five years to 185,000 in 2014. The government estimates that whilst in Britain they contribute 500 million pounds annually to the economy - with each visitor spending an average of 2700 pounds per visit.
Hyper-personalisation
Unmade knitting company
Atom Bank
Has created 1.4 million logos (GET IMAGE) in order tailor the customer experience. Personalised logo, and colour pallete, and call the bank whatever they want to (within reason, Jennyâs bank, or Peterâs bank etc).
Customers will be able to use face and voice biometrics to log on to the app, which has been developed using the gaming platform Unity (involving 3D animation and sound to engage customers).
Gene Onyx
Hyper-personalised moisturiser based on your DNA!
Hyper-personalisation
Unmade knitting company
Atom Bank
Has created 1.4 million logos (GET IMAGE) in order tailor the customer experience. Personalised logo, and colour pallete, and call the bank whatever they want to (within reason, Jennyâs bank, or Peterâs bank etc).
Customers will be able to use face and voice biometrics to log on to the app, which has been developed using the gaming platform Unity (involving 3D animation and sound to engage customers).
Gene Onyx
Hyper-personalised moisturiser based on your DNA!
Closing the expectation gap
Our expectations as consumers have changed thanks to the likes of Uber, Deliveroo, Amazon Prime, WhatsApp, AirBnBâŠApplePay
Consumers already demand convenience and instant gratification, thanks to the number of apps that offer quick response services, such as food delivery services and taxis. These expectations are now permeating all product categories. Retailers will have to either decide to offer faster services or risk consumers going elsewhere
Brands are having to act to âget closerâ to meeting our altered expectations or face the fact that we might go elsewhere to have our Needs satisfied
Importance of messaging apps
4 out of the 6 biggest social platforms in the world are messaging apps (Messanger, WhatsApp, WeChat & QQ). Perhaps biggest shift in social media will be the skyrocketing importance of these apps and the opening up of new ways to reach millions of customers
Facebook Messanger
Gone from 300m to 800m active users and now has over a billion downloads. Uber partnership, order a taxi from messanger
Still playing catch up to WeChat from China though (tie-up with Didi Dache, local taxi firm saw 21m rides in first month!). While their CES display had a room where users could make reservations, check in, change the music and shut the curtains all from within the app.
Other uses for the app:
KLM partnership (booking, check-in, ticketing, airport experienceâŠ)
Clothing (order a dress from 6 months ago in a different colour just by asking for it, or discuss new options with a personal stylist
Any brand could move its customer service and eCommerce business to the platform and maintain and ongoing dialogue
âMâ quietly launched test product which is Facebookâs take on Siri. M appears as a contact which you can ask to help you with just about anything â from booking a table, to doing some shopping or even (in Buzzfeedâs case) getting a live parrot delivered to someoneâs office
Importance of messaging apps
4 out of the 6 biggest social platforms in the world are messaging apps (Messanger, WhatsApp, WeChat & QQ). Perhaps biggest shift in social media will be the skyrocketing importance of these apps and the opening up of new ways to reach millions of customers
Facebook Messanger
Gone from 300m to 800m active users and now has over a billion downloads. Uber partnership, order a taxi from messanger
Still playing catch up to WeChat from China though (tie-up with Didi Dache, local taxi firm saw 21m rides in first month!). While their CES display had a room where users could make reservations, check in, change the music and shut the curtains all from within the app.
Other uses for the app:
KLM partnership (booking, check-in, ticketing, airport experienceâŠ)
Clothing (order a dress from 6 months ago in a different colour just by asking for it, or discuss new options with a personal stylist
Any brand could move its customer service and eCommerce business to the platform and maintain and ongoing dialogue
âMâ quietly launched test product which is Facebookâs take on Siri. M appears as a contact which you can ask to help you with just about anything â from booking a table, to doing some shopping or even (in Buzzfeedâs case) getting a live parrot delivered to someoneâs office
Importance of messaging apps
4 out of the 6 biggest social platforms in the world are messaging apps (Messanger, WhatsApp, WeChat & QQ). Perhaps biggest shift in social media will be the skyrocketing importance of these apps and the opening up of new ways to reach millions of customers
Facebook Messanger
Gone from 300m to 800m active users and now has over a billion downloads. Uber partnership, order a taxi from messanger
Still playing catch up to WeChat from China though (tie-up with Didi Dache, local taxi firm saw 21m rides in first month!). While their CES display had a room where users could make reservations, check in, change the music and shut the curtains all from within the app.
Other uses for the app:
KLM partnership (booking, check-in, ticketing, airport experienceâŠ)
Clothing (order a dress from 6 months ago in a different colour just by asking for it, or discuss new options with a personal stylist
Any brand could move its customer service and eCommerce business to the platform and maintain and ongoing dialogue
âMâ quietly launched test product which is Facebookâs take on Siri. M appears as a contact which you can ask to help you with just about anything â from booking a table, to doing some shopping or even (in Buzzfeedâs case) getting a live parrot delivered to someoneâs office
Importance of messaging apps
4 out of the 6 biggest social platforms in the world are messaging apps (Messanger, WhatsApp, WeChat & QQ). Perhaps biggest shift in social media will be the skyrocketing importance of these apps and the opening up of new ways to reach millions of customers.
Contacting brands through message platforms is more ânatural and frictionlessâ than email
Facebook Messanger
Gone from 300m to 800m active users and now has over a billion downloads. Uber partnership, order a taxi from messanger
Still playing catch up to WeChat from China though (tie-up with Didi Dache, local taxi firm saw 21m rides in first month!). While their CES display had a room where users could make reservations, check in, change the music and shut the curtains all from within the app.
Other uses for the app:
KLM partnership (booking, check-in, ticketing, airport experienceâŠ)
Clothing (order a dress from 6 months ago in a different colour just by asking for it, or discuss new options with a personal stylist
Any brand could move its customer service and eCommerce business to the platform and maintain and ongoing dialogue
IBM Watson â predictive technology, which can already detect some cancers nearly twice as successfully as human doctors
A.I. is no longer just for science fiction films, itâs now in the mainstream. And itâs helping consumers with everything from customer service queries to finding the right type of coat for the environment they live in. All without the time (and cost) involved in interacting with a human
IBM Watson â has been utilised by Softbank to help better inform their automated customer service offering
Mattel A.I. Barbie
Dominoâs Dom -
Something to help address cyber-bullying. ReThink, a free app, uses context-sensitive filtering to detect when a user is about to post something offensive on social media. It then prompts them to reconsider. Research shows that the willingness of an average adolescent to post an offensive message drops from 71% to 4% when they use ReThink
IBM Watson â which can already detect some cancers nearly twice as successfully as human doctors, and has been utilised byâŠ
North Face beta-launched Expert Personal Shopper an online shopping platform powered by IBMâs machine learning system Watson. The platform asks users a series of questions to help them find the perfect coat for their climate, activity level and more. North Face say there is a 60% click-through rate to the product suggested by the platform
Amazon Echo â play music, respond to questions, deliver a weather report and add items to your shopping basket, all via voice recognition
âMâ quietly launched test product which is Facebookâs take on Siri. M appears as a contact which you can ask to help you with just about anything â from booking a table, to doing some shopping or even (in Buzzfeedâs case) getting a live parrot delivered to someoneâs office
This is the interesting thing: if VPAs start making decisions for you, then our industry, which is fundamentally about marketing to the pre-frontal cortex, will begin to market towards an algorithm. Mark Holden, PHD Mediaâs worldwide director of Strategy and Planning
Mattel A.I. Barbie
Dominoâs Dom -
Something to help address cyber-bullying. ReThink, a free app, uses context-sensitive filtering to detect when a user is about to post something offensive on social media. It then prompts them to reconsider. Research shows that the willingness of an average adolescent to post an offensive message drops from 71% to 4% when they use ReThink
IBM Watson â which can already detect some cancers nearly twice as successfully as human doctors, and has been utilised byâŠ
North Face beta-launched Expert Personal Shopper an online shopping platform powered by IBMâs machine learning system Watson. The platform asks users a series of questions to help them find the perfect coat for their climate, activity level and more. North Face say there is a 60% click-through rate to the product suggested by the platform
Amazon Echo â play music, respond to questions, deliver a weather report and add items to your shopping basket, all via voice recognition
âMâ quietly launched test product which is Facebookâs take on Siri. M appears as a contact which you can ask to help you with just about anything â from booking a table, to doing some shopping or even (in Buzzfeedâs case) getting a live parrot delivered to someoneâs office
This is the interesting thing: if VPAs start making decisions for you, then our industry, which is fundamentally about marketing to the pre-frontal cortex, will begin to market towards an algorithm. Mark Holden, PHD Mediaâs worldwide director of Strategy and Planning
Amazon Echo â play music, respond to questions, deliver a weather report and add items to your shopping basket, all via voice recognition
âMâ quietly launched test product which is Facebookâs take on Siri. M appears as a contact which you can ask to help you with just about anything â from booking a table, to doing some shopping or even (in Buzzfeedâs case) getting a live parrot delivered to someoneâs office
This is the interesting thing: if VPAs start making decisions for you, then our industry, which is fundamentally about marketing to the pre-frontal cortex, will begin to market towards an algorithm. Mark Holden, PHD Mediaâs worldwide director of Strategy and Planning
If brands can identify micro-moments, programmatic buying and location-based targeting offer opportunities to serve online ads so that consumers see them at that moment.
A trend that could see us move beyond the current world of retargeting where ominous cable-knit jumpers stalk us across the InternetâŠ
âAt 4:20 a.m., we started seeing a lot of conversations like this: âHas anyone got any tips for getting a baby to sleep through the night?â âMy ten-month-old had me up six times last night, but canât sleep now,ââ explained Vineet Mehra, President, global marketing services, Johnson & Johnson.
âThings spike up right around the same time all around the world, when baby goes to sleep. Social networks start to pop up because mom is finally taking a moment to connect back to the world after being completely immersed in this little childâs life for the last six hours.â Using data and technology, Johnson & Johnson had found a new opportunity to connect with mothers. It had found a âmomentâ of opportunity.
It concluded that the middle of the night was âtablet timeâ, and developed video content optimised to those devices. âThe usage, and the way consumers engage in video in those different channels, is very different. So the device is absolutely critical,â said Mehra. âThe message and the medium must come together; they must be united.â
âą Big communal âmomentsâ, such as sporting events, national holidays or religious festivals. These are fixed points in the calendar where brands spot an opportunity to gain cultural relevance.
âą Micro-moments, such as the point at which a consumer runs out of toothpaste, joins a conversation on social media, or enters a store.
The growing ability to link consumers straight to a purchase opportunity, for example through online âbuy buttonsâ â making every single piece of media â whether thatâs owned, paid or earned â transactional.
All the major social networks are helping brands close the gap between a moment and purchase opportunity.
Seeing is experiencing
2016 will be the year that consumers enjoy more immersive brand experiences thanks to accessibility of Virtual Reality (Oculus Rift, Google cardboard, Samsung Gear, which already has over 300 pieces of brilliant content) and 360 video
Brands ranging from William Hill and M&S to Audi, Qantas and Dior have already experimented with VR, proving that itâs far from just the preserve of the Gaming community. And with facebook supporting 360 video surely itâs just a matter of time before we all find ourselves delving into new visual worlds
See Mintel report for further details & examplesâŠ
Another thing to potentially mention in this category is the emergence of live streaming tech such as periscope and the continued rise in popularity of snapchat to experience live events (such as MTV VAs?)âŠ
How the world of pure digital is trying to connect more deeply through physical manifestationsâŠ
After decades of deception, spin and deceit from slick marketing campaigns weâve become very skilled at deciphering when a brandâs claim seems to good to be true.
Tales of authenticity and heritage are leaving a bad taste in consumerâs mouths as brands mercilessly misappropriate these values and divest them of meaning
After decades of deception, spin and deceit from slick marketing campaigns weâve become very skilled at deciphering when a brandâs claim seems to good to be true.
Tales of authenticity and heritage are leaving a bad taste in consumerâs mouths as brands mercilessly misappropriate these values and divest them of meaning