THE FUTURE OF CX
RAMBERT SIN
TREND LIST * TREND ANALYSIS * TREND FUSION * FUSION ANALYSIS
INDEX
TREND LIST
Verbal Intelligence
Augmented Reality
On-Demand
Integrations
Friendly AI
Low-Effort Interactions Off the Map Easy Multitasking Data-Driven Personalization
Predictive Analytics
Verbal Intelligence
New brand interactions from complex to casual; examples of Amazon Alexa Siri Google Assistant ETC
Growing on-demand expectations in all fields; from Amazon Dash to Uber, to Netflix
On-Demand
Shrinking boundaries between customer and product; with the help of proprietary content, makes shopping feel like a game.
Augmented Reality
Snapchat’s Spectacles
3rd Party app partnerships enable for fluidic customer journey experience
Integrations
Friendly AI
Integration of chatbots on FB, iOS Messenger, etc displays the usage of AI in responding to customer questions.
Thinking and going beyond standard customer journey route; making CX disappear
Off the Map
Easy Multitasking
Empowering customers to cram in additional experiences Example: Audiobook sales vs eBooks
Need for data to personalize experiences and make actionable recommendations; data security being crucial
Data-Driven Personalization
Predictive Analytics
Leverage data for predictions beyond personalization; to adjust sale prices, manage inventory, staffing, etc
Shift in CX towards simplicity; as tech gets sophisticated, user grows simpler Example: Amazon Go
Low-Effort Interactions
TREND ANALYSIS
ON DEMAND • DESCRIPTION: EXPECTATIONS FROM THE MOBILE-WIELDING MASSES TO HAVE THINGS AS SOON AS OR WHENEVER REQUIRED
EXAMPLE #1: UBER • RIDESHARE APP WITH OVER 40MILLION USERS (ACCORDING TO TRAVIS KALANICK) • PROVIDES USER [CUSTOMER] WITH ON DEMAND SERVICE FOR TRANSPORTATION • SIMPLE CX: USING APP, CALL A RIDE
EXAMPLE #2 : AMAZON DASH • GOODS ORDERING SERVICE BY AMAZON • PROVIDES USER [CUSTOMER] WITH ON DEMAND SERVICE FOR REORDERING CERTAIN GOODS AUTOMATICALLY • SIMPLE CX: PROGRAMMED DEVICE ORDERS GOODS WHEN NECESSARY
EXAMPLE #3: NETFLIX • ON-DEMAND VIDEO SERVICE • PROVIDES USER [CUSTOMER] WITH ON DEMAND MEDIA FOR STREAMING AND DOWNLOADS • GIVES USER ABILITY TO WATCH ON ALL DEVICES WHENEVER AND WHEREVER
IMPLICATION
01
02
Exemplifies latent behavior to want things immediately
Shows trend of connectivity in all areas from entertainment, to transportation, to consumer goods
LOW EFFORT INTERACTIONS • DESCRIPTION: SHIFT TOWARDS SIMPLE INTERACTIONS IN CX, EITHER IN REDUCTION OF THE NUMBER OF STEPS OR THE PROCESS
EXAMPLE: AMAZON GO • SHOPPING CONCEPT WITH NO CASHIERS AND WAITING LINES • REDUCES WAITING • EFFICIENCY IS IMPROVED
IMPLICATION
Exemplifies latent behavior of “grab and go” • (example of Amazon GO)
Shows integration of app-based CX with real situations
INTEGRATION • THE PARTNERSHIP BETWEEN A MAIN APP ALONG WITH OTHER AUXILIARY APPS THAT ENHANCE USABILITY AND EFFICIENCY
EXAMPLE #1: EBAY + PAYPAL • POPULAR SHOPPING SITE PARTNERING WITH SECURE ONLINE PAYMENT SITE • PROVIDES USER WITH GUARANTEE FOR SAFETY FOR BOTH BUYER/SELLER • CONVENIENCE OF NOT HAVING TO TYPE IN CC INFO EVERY TIME
EXAMPLE 2: STARBUCKS + TENCENT • PARTNERSHIP IN CHINA FOR SOCIAL GIFTING THROUGH WECHAT PAYING APP • STARBUCKS USES NETWORK OF TENCENT APP TO APPEAL TO CHINESE MARKET FOR GIFTING ONLINE.
IMPLICATION
Similar to trend fusion, combination of different services forms new trend
Thru integration, customer journey can be shortened, increasing efficiency
Can lead to new latent behaviors
(Example: Starbucks and Tencent revealing latent behavior of convenient online social gifting)
TREND FUSION
ON-DEMAND
LOW EFFORT INTERACTION
IMMEDIATE
SIMPLE
WHEN REQUIRED
GRAB AND GO INTEGRATION
SIMPLE-DEMAND[ATION]
• DEFINITION: ON DEMAND SERVICE THAT IS SHORTENED ON USER JOURNEY • GREATER USAGE OF DIFFERENT APP PLATFORMS TO SHORTEN AND SIMPLIFY USER EXPERIENCE JOURNEY
SIMPLEDEMAND[AT ION]
NATURE • THE LATENT BEHAVIOR OF WANTING THINGS AS SOON AS POSSIBLE • OF ENJOYING CONVENIENCE • LACK OF COMMUNICATION WITH STRANGERS • SIMPLIFIED JOURNEY
• WITH THE CONVERGENCE OF THE TRENDS OF INTEGRATION, ON-DEMAND, AND LOWEFFORT INTERACTION, THE RELEASE OF NEW LATENT BEHAVIORS IS POSSIBLE
OCCURRENCE • ALL FIELDS OF CONSUMER EXPERIENCE • UBER • AMAZON DASH • RITUAL
PREVALENCE • RISING AS SMART TECH CONTINUES TO GROW • WILL CONTINUE AS LATENT BEHAVIOR IS REVEALED • ALL 3 TRENDS ARE SKYROCKETING RIGHT NOW
SIGNALS • BY BUSINESS INSIDER… • SURVEY OF 250 PEOPLE • SHOWS SIGNIFICANCE OF “CONVENIENCE” • SIMILAR IN ALL ASPECTS… • WE ENJOY CONVENIENCE
• SIGNIFICANT GROWN IN ALL INDUSTRIES OVER PAST 12 MONTHS FOR ONDEMAND
• *BUSINESS INSIDER
• “I FEEL LIKE SO MANY EXISTING EXPERIENCES CAN BE REINVENTED WITH THE RIGHT SIMPLE GESTURES ON MOBILE, AND THE NEEDS AND WANTS OF GENERATION T (GENERATION TOUCH) ARE GOING TO BECOME THE FOUNDATION OF MANY MASSIVE COMPANIES OF THE FUTURE.” — JOSH ELMAN, PARTNER, GREYLOCK PARTNERS
CITATIONS • HTTPS://CENTRICDIGITAL.COM/BLOG/CUSTOMER-EXPERIENCE/OMNI-CHANNEL-CUSTOMER-EX PERIENCE-TRENDS-FOR-2017/ • HTTP://TRENDWATCHING.COM/QUARTERLY/2017-06/THE-FUTURE-OF-CUSTOMER-EXPERIENC E/ • HTTP://WWW.BUSINESSINSIDER.COM/THE-ON-DEMAND-ECONOMY-2014-7 • HTTPS://TECHCRUNCH.COM/2017/02/10/WECHAT-STARBUCKS/ • HTTP://WWW.MARKETWATCH.COM/STORY/CITIES-ADAPT-TO-UBER-WITH-ON-DEMAND-PUBLI C-TRANSPORTATION-2017-07-11 • HTTPS://WWW.AMAZON.COM/DDB/LEARN-MORE • HTTP://SEARCHMICROSERVICES.TECHTARGET.COM/DEFINITION/APPLICATION-INTEGRATION-EN