Stop selling, start serving
DMA Event - 16th Sept 2015
@AlastairCole
@AlastairCole
@InnovRamble
/in/AlastairCole
Partner in Engine Group
@AlastairCole
@InnovRamble
/in/AlastairCole
Chief Innovation Officer
Co-Founder
Co-Creator
Alastair Cole
@AlastairCole
@InnovRamble
/in/AlastairCole
Partner in Engine Group
@AlastairCole
@InnovRamble
/in/AlastairCole
Chief Innovation Officer
Co-Founder
Co-Creator
Alastair Cole
@AlastairCole
@InnovRamble
/in/AlastairCole
Innovators in history
My Sonne, feare thou the Lord, and the King, and meddle not with them that are given to change. For their calamity shall rise suddenly; and who knoweth the ruine of them both?"
"
@AlastairCole
@InnovRamble
/in/AlastairCole
Innovators in history
My Sonne, feare thou the Lord, and the King, and meddle not with them that are given to change. For their calamity shall rise suddenly; and who knoweth the ruine of them both?"
"
@AlastairCole
@InnovRamble
/in/AlastairCole
Innovators in history
@AlastairCole
@InnovRamble
/in/AlastairCole
Innovators in history
Richard Branson.
@AlastairCole
@InnovRamble
/in/AlastairCole
Customer experience = Human behaviour
“Stop selling and start serving: How to bring data, creativity and technology together”
Customer habits and behaviours are changing
Serving and satisfying customers is critical (and growing)
Serving new customer behaviours requires the combination of data, creativity and technology
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
What evidence is there of these emerging now?
How are these trends changing the expectations of today’s customers?
What should marketers and advertisers do today to plan for tomorrow?
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
The evolutionary history of our species is one of socio-technical innovation in the service of how we share and retain knowledge.
As connectivity accelerates, we face increasing time pressures that are changing the way we communicate.
Everything we write and say is being collected, collated and categorised by the content platforms we use on a daily basis.
Communication is changing.
@AlastairCole
@InnovRamble
/in/AlastairCole
4,500 years of linguistic evolution
@AlastairCole
@InnovRamble
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N170
Neuroplasticity
Face-sensitive signal
New culture
@AlastairCole
@InnovRamble
/in/AlastairCole
@AlastairCole
@InnovRamble
/in/AlastairCole
Data | Written digital content |
Tech | Delivery onto mobiles and wearables |
Creative | Increased reading/info consumption speed |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Language is data
Data | Language content |
Tech | 10 years of linguistic analysis research |
Creative | Social content informing brand comms |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
Considerations
Experiment with new forms of storytelling
Treat language like data
Develop contextual content intelligence (needs user testing)
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
We’re all choosing to be online more than ever before. Near-ubiquitous internet access and the proliferation of digital devices means we can be connected whenever and wherever we want.
The more time we spend online, the greater our need to disconnect and take time away from the incessant and thunderous noise of digital chatter.
@AlastairCole
@InnovRamble
/in/AlastairCole
Connected home
Data | Sound signature |
Tech | Super connected home / IoT |
Creative | Mega celebration |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Chirp.io
Data | Non-traditional data transfer |
Tech | Sound signal and en-/decoding |
Creative | No WiFi or signal needed to share |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Dolmio Pepper Hacker
Technology is best when it brings people together
Data | Turn off! |
Tech | Personal devices / Connected home |
Creative | Family mealtimes saved |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
Considerations
Actively and intelligently listen to what customers want
Facilitate the turning off/reduction of comms (manual and auto)
Be in a state of continuous improvement
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
The march of technology is driving a desire for more human connections. In a world of increasing complexity, pace and noise, we need to look after ourselves.
We’re more focussed than ever before on the pursuit of personal health and happiness, and the promotion of longevity through sustainable living.
@AlastairCole
@InnovRamble
/in/AlastairCole
Getting away
The Vane
Dufl
Data | Logistics (physical?) |
Tech | Wardrobe app plus partnerships |
Creative | Luggage freedom |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Wize Mirror
3D scanners identify weight gain or loss
Multispectral cameras check heart rate and blood condition
Gas sensors detect how much alcohol drunk and cigarettes smoked
MIrror produces health score and tips
Data | Next-gen Quantified Self |
Tech | Connected home / Sensors & scanners |
Creative | Real-time personal health checking |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Sex and cuddles
Spreadsheets
Cuddlr
Data | Bedroom activity |
Tech | Native app features |
Creative | Up your game |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
Considerations
Provide service “health checks”, “how do I compare?” and early warning alerts
Remove customer obstacles (use tools & services) and reimagining CX
Reduce stress and help maximise customer downtime
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
We’re more socially connected than we’ve ever been. This new level of connectedness is helping to democratise and decentralise decision-making and the process of innovation.
Like-minded individuals acting together with a single hive-mind, championing equality and exposing people and organisations whose purpose is not positive.
@AlastairCole
@InnovRamble
/in/AlastairCole
Sousveillance
Mexican drug cartels
Boston’s “Adopt-A-Hydrant”
Data | Risky UGC |
Tech | Google Maps platform |
Creative | Solving a massive social problem |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Air Shepherd
Data | Big data |
Tech | Drones (for good) |
Creative | Saving big game |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
PulsePoint
Data | Real-time emergency services |
Tech | Location-based app coordination |
Creative | Saving lives! |
Social | What we’re saying / How we’re talking |
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
Considerations
Help customers feel like they’re part of this new whole
Facilitate group sharing and co-creation (tools and permission)
Use your services/products/data to help those at the edge of society
@AlastairCole
@InnovRamble
/in/AlastairCole
Cultural trends influencing behaviour
@AlastairCole
@InnovRamble
/in/AlastairCole
Alastair Cole
tinyurl.com/DMAdeckAC
@AlastairCole
@InnovRamble
/in/AlastairCole
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@AlastairCole
@InnovRamble
/in/AlastairCole