The Future of Customer Centricity

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The document discusses trends in customer centricity, including fractured views of customers, the increasing amount of available information obscuring real knowledge, and privacy/security concerns. It notes three big trends: 1) signals of customer intent beyond transactions provide early warnings for trends, 2) internet of things generates more data about customer behavior, and 3) context is needed to understand customer objectives rather than just demographics or location data. The future is about gaining insights into customers through their intent and a holistic understanding of their behaviors and contexts.

THE FUTURE OF
CUSTOMER CENTRICITY
Nikki Baird
Managing Partner
Retail Systems Research
© 2015 Software AG. All rights reserved.

2 |
PREDICTING THE FUTURE...
© 2015 Software AG. All rights reserved.

3 |
THREE BIG TRENDS
© 2015 Software AG. All rights reserved.

4 |
WHO YOU ARE
• Fractured views of the customer
• What I can get vs. what is valuable
• The more we have, the less we know?
• The dark side
© 2015 Software AG. All rights reserved.

5 | © 2015 Software AG. All rights reserved.

6 |
INTERESTING VS. VALUABLE
© 2015 Software AG. All rights reserved.

7 |
THE MORE INFORMATION WE HAVE, THE LESS WE KNOW
© 2015 Software AG. All rights reserved.
FACEBOOK HAS 58 GENDER IDENTITIES

8 |
DEMOGRAPHICS INCREASINGLY TELL YOU NOTHING
© 2015 Software AG. All rights reserved.
NICHE + ACCESS = VERY SMALL, FAR-FLUNG TRIBES

9 |
THE DARK SIDE: PRIVACY AND SECURITY
© 2015 Software AG. All rights reserved.

10 |
THE DARK SIDE: PERSONALIZATION WITHOUT PERMISSION
Don’t be
“that guy”
© 2015 Software AG. All rights reserved.

11 |
WHAT YOU’RE DOING
• Signals of intent
• IoT data
• The “creepy” factor
© 2015 Software AG. All rights reserved.

12 |
CUSTOMER BEHAVIOR FAR BEYOND THE TRANSACTION
© 2015 Software AG. All rights reserved.

13 |
INTENT GIVES EARLY WARNING TO TRANSACTION TRENDS
© 2015 Software AG. All rights reserved.
“Great fit!”
“Size runs large”
“Wish I could get it in stores”
“Works with both dressy and casual”
“Good quality fabric”
“Very stylish”
“Gotta have it!”
“Can’t wait for a sale!”
“Perfect for winter!”

14 |
INTERNET OF THINGS FOR CONSUMERS
© 2015 Software AG. All rights reserved.
THE MEASURED “YOU”

15 |
CREEPY
© 2015 Software AG. All rights reserved.
IS THERE ANY SITUATION WHERE I’D WANT THIS?
!

16 |
AND LET’S NOT FORGET THIS GUY
© 2015 Software AG. All rights reserved.

17 |
THIS IS THE WRONG WAY TO LOOK AT IT
© 2015 Software AG. All rights reserved.
VS

18 |
CONTEXT
© 2015 Software AG. All rights reserved.
REMEMBER THIS SCENARIO?
!

19 |
CONTEXT
• The thing that connects demographics and
behavior
• Gives insight into objective
• Location alone is not enough
© 2015 Software AG. All rights reserved.

20 |
TWO VERY DIFFERENT OBJECTIVES
© 2015 Software AG. All rights reserved.

21 |
THREE BIG TRENDS
© 2015 Software AG. All rights reserved.

22 | © 2015 Software AG. All rights reserved.

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