TrendWatching Webinar | The Future of Customer Experience

Read The Future of Customer Experience here: http://hubs.ly/H07R5xV0

To book a keynote with Max, the writer of The Future of Customer Experience – email: alice.king@trendwatching.com for further information.

Transcript

3. We’re halfway through 2017…
10. of business leaders agree that Customer Experience is vital for success. Harvard Business Review
 January 2017
12. It’s time to learn the rules of engagement!
13. One Fundamental Question… At any particular moment, you must decide if your brand’s offering is a stepping-stone on the way to experiences or if you are providing the experience itself.
14. At every encounter you must ask whether you are SAVING the customer’s attention or SEIZING it.
15. Your answer may change over the course of the customer journey. Yet fail to SAVE or SEIZE attention and you’ll end up wasting it.
16. WE’VE BEEN BUSY…
19. Automated, data-powered, seamless and happily forgotten: 
 a CX strategy for the future.
20. WHY NOW?
21. ON-DEMAND DECADE  
23. VERBAL INTELLIGENCE  
24. STATUS VIA BUSYNESS   “status inferences are driven by the belief that the busy individual has higher human capital characteristics and is scarcer and more in demand even for the subtler use of timesaving products and services.” (Journal of Consumer Research, 2017)
26. ATTENTION SAVING Thinking: Outsourced
27. AMAZON ECHO Voice-activated selfie camera dispenses fashion advice THINKING: OUTSOURCED
28. “…customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better…” Jeff Bezos, Destroyer of Worlds
29. DIGIT Service reaches half a billion dollars in automated savings THINKING: OUTSOURCED
30. PIRELLI Sensor tracks tire data and app automatically books appointments THINKING: OUTSOURCED
31. NUDGE FOR CHANGE People alerted when approaching 
 a business that clashes with their values THINKING: OUTSOURCED
32. ATTENTION SAVING Customer Journeys: Shortened
33. ICA, POSTNORD & GLUE Groceries delivered directly to customers' fridges CUSTOMER JOURNEYS: SHORTENED
34. of consumers around the globe would allow home sensors to automatically order more goods. Accenture Strategy May 2017
35. WARBY PARKER Vision test app lets customers check prescriptions remotely CUSTOMER JOURNEYS: SHORTENED
36. BINGOBOX Staff-free convenience store opens in China CUSTOMER JOURNEYS: SHORTENED CUSTOMER JOURNEYS: SHORTENED
37. ATTENTION SAVING Pain Points: Eradicated
38. L’ORÉAL Facebook bot allows people to choose the perfect gift PAIN POINTS: ERADICATED
39. QATAR AIRWAYS Airlines offer free loaner laptops on flights in response to US ban PAIN POINTS: ERADICATED
40. BBVA BANCOMER Mobile banking apps available 
 to use data-free PAIN POINTS: ERADICATED
41. HERMES PARDINI VR experience turns children's vaccines fear into entertainment PAIN POINTS: ERADICATED
42. FINERY Digital closet organizes outfits
 and manages purchases PAIN POINTS: ERADICATED
44. WHAT NEXT?
45. Go Off The Map
 Make Multitasking Easy
 Guilt: Outsourced
 Don’t Be Evil
47. Your customers are masters at collecting experiences. Only the best deserve their attention.
48. WHY NOW?
49. BROKEN RULES OF ENGAGEMENT     @maxluthy  
50. STATUS SANDCASTLES  
51. CONNOISSEUR MASSES  
53. ATTENTION SEIZING
 Shock and Awe
54. MEXICO Tourist board's installation makes it rain tequila SHOCK AND AWE
55. AIR FRANCE, ADIDAS AND CITADIUM Airline's sneaker promotion encourages kids to visit their parents SHOCK AND AWE
56. OECHSLE Peruvian retailer raises prices on products moms don't want SHOCK AND AWE
57. BURGER KING Fast food chain lets video gamers order food while playing SHOCK AND AWE SHOCK AND AWE CUSTOMER JOURNEYS: SHORTENED
58. #BURGERCLAN
59. ATTENTION SEIZING Self-Improvement Stories
60. CHROMAYOGA Chromatherapy yoga classes induce trance-like state SELF-IMPROVEMENT STORIES
61. THE MET Art museum hosts after hours curated workouts SELF-IMPROVEMENT STORIES
62. KEMET Six minute educational shows broadcast 
 at Cairo's subway stations SELF-IMPROVEMENT STORIES
63. RYU Fitness brand's discounts reward active customers SELF-IMPROVEMENT STORIES
64. ATTENTION SEIZING Experience Theaters
65. HYUNDAI CARD Credit card company opens dedicated cooking space EXPERIENCE THEATERS
66. MINI Car manufacturer launches creative maker space EXPERIENCE THEATERS
67. APPLE Apple offers free educational sessions at all stores EXPERIENCE THEATERS
68. “We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level.” Angela Ahrendts, SVP Retail
69. Personal, Contextual, Unforgettable
 Less Fuss, More Attention
 Seize With Substance
 Questification
70. HYBRID THEORY   It’s unlikely your optimal strategy is to be a SAVER at every step in the customer journey, or a SEIZER throughout.
71. HYBRID HERO
72. At every encounter you must ask whether you are SAVING the customer’s attention or SEIZING it.
73. Much more to come…
76. TILL NEXT TIME!   Maxwell Luthy, Director of Trends & Insights max@trendwatching.com