Evolving Towards Customer-Centric Digital...

Evolving Towards Customer-Centric Digital Singularity

Presented by:

Jason BurnhamPrincipalInnovation | Communications | Design

What is digital?

Beginning of Time End of DaysPresent Day

Technological Evolution

Good

Better

BestH

um

an E

xpe

rie

ncePurpose of Technological Advancement

We are an interconnected world...

...collaborating, learning and evolving together.

It’s a small world after all.

One life.One race.One planet.

Together.

Extension of self will only be limited by our imagination.

Digital singularity is an integration of selfwith the connected world.

But, first...

The purpose of digital transformation is to better serve evolving human needs, values and aspirations.

Open Intimate

Social Reserved

Collective Personal

Why are you so pushy?

SIGHT SOUND TASTESCENTTOUCH

See the world through your customers’ eyes.

DEMOGRAPHICS PSYCHOGRAPHICS PERCEPTIONAL

• Age• Gender• Income• Geography• Occupation• Marital Status• Children

• Personality Traits• Interests• Opinions• Lifestyle• Core Beliefs• Attitudes• Personal Values

• Attention Drivers• Cognitive Influences • Communication Preferences• Learning Style• Emotional Stimulators• Connection Drivers• Cultural Sensibility

BEHAVIORAL

• Motivational Drivers• Decision Drivers• Situational Influences• Brand Interactions• Behavioral Patterns• Social Behavior• Predictive Attributes

The greatest insight of all is understanding how someone thinks, feels and reacts.

The journey is the destination experience.

breathing, food, water, sex, sleep, homeostasis, excretion

security of body, morality, employment, resources, family, health, and property

friendship, family, intimate relationships

self-esteem, confidence, achievement, respect of others, respect by others

morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts

Maslow’s Hierarchy of Needs

The margins are not in your rate,but in the memories you create.

Strong relationships are built on passion and commitment.

How should it look, sound and

speak to me?

How does it make me think

and feel?

What do I need to know to make

me try it?

How does it emotionally move

me to action?

How will it improve or

enhance my life?

Did it meet or exceed my

expectations?

How will I share my

experience?

Will it continue to fulfill my needs

and desires?

JOURNEY MAPPING: How satisfied are customers with their current experience?

MOMENTS OF TRUTH: What are our customers’ greatest pain points and unmet needs?

NEED STATE ASSESSMENT: What are our customers’ functional and emotional needs and expectations?

RELATIONSHIP DRIVERS: How can the experience be optimized to build customer love and brand loyalty?

FUTURE STATE INNOVATION: What is the optimized experience that consistently delivers our brand promise?

PROCESS MAPPING: How will we operationalize new processes and tools to deliver the optimized experience?

DIGITAL TRANSFORMATION: How can technology help us deliver the optimized experience at each touchpoint?

EMPLOYEE ENGAGEMENT: How will we inspire and empower our employees to deliver the optimized experience?

TECHNOLOGY(feasibility)

BUSINESS(viability)

HUMAN VALUES(usability, desirability)

PROCESS INNOVATIONOperational EfficiencyProfitability & ScaleSupply Chain Automation

Source: Institute of Design at Stanford (adaptation by Strativity Group, Inc.)

EMOTIONAL INNOVATIONRelationships & EngagementBrand Culture & CommunicationsPerformance & Sustainability

FUNCTIONAL INNOVATIONProduct Features & InteractivityUX Design & Systems IntegrationCollaboration & Services

EXPERIENCEDESIGN

Design a culture of innovation.

Be the experience you want to create.

Complimentary Report:In Partnership with Harvard Business ReviewMaking Customer-Centric Strategies Take Holdhttp://go.strativity.com/HBRReport

@JasonMBurnham@StrativityGroup