Delivering a remarkable customer experience in 2016
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In case you missed it here's our round up of key trends for 2016, exploring how brands are delivering remarkable customer experiences.
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Delivering a remarkable customer experience in 2016
- 1. Delivering a Remarkable customer experience in 2016
- 2. What type of world will we be delivering Remarkable experiences in?
- 6. Irina Bokova Vesna Pusic Helen Clark
- 8. Moon Express
- 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
- 22. $3.5bn
- 24. £2,700
- 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 year… Remarkable
- 34. Good
- 35. Good Remarkable
- 36. Good Remarkable 6 Trends that will help us deliver a Remarkable difference
- 37. Trend 1
- 54. Vacation rental company, HomeAway, mocks Airbnb in its latest TV ad by showing you all the gross/weird things that can happen when you’re sharing a home with someone.
- 56. Closing the expectation gap David Mattin: Head of Trends at TrendWatching
- 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. Seb’s Bank) to changing the colour palette of the app. Genu is a skincare brand that uses customers’ DNA results to inform the specifications of their anti-ageing skin creams. It doesn’t get more personalised than that.
- 59. 7 mins. That’s how long it takes financial-technology start-up Kabbage to approve a small business loan – nearly 5,000 faster than the 20 days it takes a typical bank.
- 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.
- 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?
- 66. Trend 2
- 72. Beneficial Intelligence 5 Consumer trends for 2016 Trend Watching
- 75. Dom is Domino’s 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 they’re sending. Hello Barbie uses AI to have human-like conversations with those who talk to her. She’s been designed to have natural, free- flowing discussions with children.
- 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 Media’s worldwide director of Strategy and Planning
- 78. Beneficial Intelligence Can we utilise technology to help our clients better predict and satisfy their customers' needs?
- 79. Trend 3
- 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 – for example through programmatic buying or through location-based messaging.
- 84. Micro-Moments
- 95. Case study videos …
- 96. Case study videos …
- 97. Case study videos … https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html
- 98. “At 4:20 a.m., we started seeing a lot of conversations like this: ‘Has anyone got any tips for getting a baby to sleep through the night?’ ‘My ten-month-old had me up six times last night, but can’t sleep now,’” explained Vineet Mehra, President, global marketing services, Johnson & Johnson. “Things spike up right around the same time all around the world, when baby goes to sleep.”
- 99. “At 4:20 a.m., we started seeing a lot of conversations like this: ‘Has anyone got any tips for getting a baby to sleep through the night?’ ‘My ten-month-old had me up six times last night, but can’t sleep now,’” explained Vineet Mehra, President, global marketing services, Johnson & Johnson. “Things spike up right around the same time all around the world, when baby goes to sleep.” Using data and technology, Johnson & Johnson had found a new opportunity to connect with mothers. It had found a ‘moment’ of opportunity.
- 100. Johnson & Johnson created a series of videos for mums to help get their baby to sleep.
- 101. There’s a growing ability to link consumers straight to a purchase opportunity, for example through online ‘buy buttons’ – making every single piece of media (whether that’s 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?
- 103. Trend 4
- 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. There’s a golden opportunity to use video to add value to the customer experience…and drive revenue: Consumers who watch videos while shopping online are 1.9 times more likely to buy than non-viewers. Invodo, “Video Commerce Benchmarks Report 2014
- 111. Brands using 360 videos
- 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 … https://www.thinkwithgoogle.com/case-studies/coca-cola-meets-consumers-in-the-moment-on-mobile.html
- 121. Trend 5
- 124. 50% increase in app downloads
- 126. Digital will continue to get physical
- 127. Digital will continue to get physical What can we do to help our clients better connect with their customers both digitally and physically?
- 128. Trend 6
- 130. Tales of authenticity and heritage are leaving a bad taste in consumer’s mouths as brands mercilessly misappropriate these values and divest them of meaning
- 131. 2016 will see more brands ‘humanising’ 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 – the ones that “walk the talk” and create real value – will be rewarded. forbes.com Top 10 trends for 2016
- 133. Authenticity (Actions speak louder than words)
- 139. Authenticity (Actions speak louder than words) What can we do to bring our clients’ values to life in a way that their customers can relate to and believe in?
- 140. Thanks Twitter: WeAreTable19 Sign up to SpotTable19, our weekly trends report on goo.gl/VqOLir
Hinweis der Redaktion
- Irina Bokova Vesna Pusic Helen Clark
- Irina Bokova Vesna Pusic Helen Clark
- 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 won’t be established for another 10 years or so…
- 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 ‘The Snooper’s Charter’ mandating service providers to make customer’s 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 – 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 ‘The Snooper’s Charter’ mandating service providers to make customer’s 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 – will it push people towards encrypted services and web browsers such as TOR that mask their identity and location?
- Investment in Hollywood – 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 “300,” “The Dark Knight” and “The Hangover” 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, Jenny’s bank, or Peter’s 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, Jenny’s bank, or Peter’s 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, AirBnB…ApplePay 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 ‘get closer’ 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 experience…) 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 ‘M’ quietly launched test product which is Facebook’s take on Siri. M appears as a contact which you can ask to help you with just about anything – from booking a table, to doing some shopping or even (in Buzzfeed’s case) getting a live parrot delivered to someone’s 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 experience…) 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 ‘M’ quietly launched test product which is Facebook’s take on Siri. M appears as a contact which you can ask to help you with just about anything – from booking a table, to doing some shopping or even (in Buzzfeed’s case) getting a live parrot delivered to someone’s 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 experience…) 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 ‘M’ quietly launched test product which is Facebook’s take on Siri. M appears as a contact which you can ask to help you with just about anything – from booking a table, to doing some shopping or even (in Buzzfeed’s case) getting a live parrot delivered to someone’s 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 ‘natural and frictionless’ 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 experience…) 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 – 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, it’s now in the mainstream. And it’s 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 – has been utilised by Softbank to help better inform their automated customer service offering
- Mattel A.I. Barbie Domino’s 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 – which can already detect some cancers nearly twice as successfully as human doctors, and has been utilised by… North Face beta-launched Expert Personal Shopper an online shopping platform powered by IBM’s 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 – play music, respond to questions, deliver a weather report and add items to your shopping basket, all via voice recognition ‘M’ quietly launched test product which is Facebook’s take on Siri. M appears as a contact which you can ask to help you with just about anything – from booking a table, to doing some shopping or even (in Buzzfeed’s case) getting a live parrot delivered to someone’s 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 Media’s worldwide director of Strategy and Planning
- Mattel A.I. Barbie Domino’s 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 – which can already detect some cancers nearly twice as successfully as human doctors, and has been utilised by… North Face beta-launched Expert Personal Shopper an online shopping platform powered by IBM’s 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 – play music, respond to questions, deliver a weather report and add items to your shopping basket, all via voice recognition ‘M’ quietly launched test product which is Facebook’s take on Siri. M appears as a contact which you can ask to help you with just about anything – from booking a table, to doing some shopping or even (in Buzzfeed’s case) getting a live parrot delivered to someone’s 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 Media’s worldwide director of Strategy and Planning
- Amazon Echo – play music, respond to questions, deliver a weather report and add items to your shopping basket, all via voice recognition ‘M’ quietly launched test product which is Facebook’s take on Siri. M appears as a contact which you can ask to help you with just about anything – from booking a table, to doing some shopping or even (in Buzzfeed’s case) getting a live parrot delivered to someone’s 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 Media’s 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 Internet…
- “At 4:20 a.m., we started seeing a lot of conversations like this: ‘Has anyone got any tips for getting a baby to sleep through the night?’ ‘My ten-month-old had me up six times last night, but can’t sleep now,’” explained Vineet Mehra, President, global marketing services, Johnson & Johnson. “Things 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 child’s life for the last six hours.” Using data and technology, Johnson & Johnson had found a new opportunity to connect with mothers. It had found a ‘moment’ of opportunity. It concluded that the middle of the night was ‘tablet time’, and developed video content optimised to those devices. “The usage, and the way consumers engage in video in those different channels, is very different. So the device is absolutely critical,” said Mehra. “The message and the medium must come together; they must be united.” • Big communal ‘moments’, 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. • 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 ‘buy buttons’ – making every single piece of media – whether that’s owned, paid or earned – 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 it’s far from just the preserve of the Gaming community. And with facebook supporting 360 video surely it’s just a matter of time before we all find ourselves delving into new visual worlds See Mintel report for further details & examples… 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?)…
- How the world of pure digital is trying to connect more deeply through physical manifestations…
- After decades of deception, spin and deceit from slick marketing campaigns we’ve become very skilled at deciphering when a brand’s claim seems to good to be true. Tales of authenticity and heritage are leaving a bad taste in consumer’s mouths as brands mercilessly misappropriate these values and divest them of meaning
- After decades of deception, spin and deceit from slick marketing campaigns we’ve become very skilled at deciphering when a brand’s claim seems to good to be true. Tales of authenticity and heritage are leaving a bad taste in consumer’s mouths as brands mercilessly misappropriate these values and divest them of meaning