Is time the new enemy?
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How could brands co-operate with a common standard to exchange profile information? How could the service operate and importantly how is privacy managed?
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Is time the new enemy?
- 1. Is time the new enemy? Strategies for managing user interruption MEX 12/13 October 2016 @naughtynorth
- 2. A short story about an annoying christmas
- 4. “With all the talk of digital transformation you’d think we’re in multichannel utopia, in reality every brand and channel is disjointed”
- 5. Three big questions for us
- 6. Can we really trust brands with automation? What matters to consumers and what are their behaviours? Does connected services mandate a new approach and set of standards?
- 8. Source: Quartz, QZ.com 2015 vs 2010 change in daily media consumption Internet Outdoor Television Cinema Radio Magazines Newspapers -31% -23% -15% -11% -8% 3% 105%
- 9. Every single minute Facebook users like 4,166,667 posts Source: Domo data never sleeps 3.0
- 10. Every single minute Twitter users send 347,222 tweets
- 11. Every single minute YouTube users upload 300 hours of new content
- 12. Every single minute Instagram users like 1,736,111 photos
- 13. Every single minute Pinterest users pin 9,722 images
- 14. Every single minute Apple users download 51,000 apps
- 15. Every single minute Netflix subscribers stream 77,160 hours of video
- 16. Every single minute Reddit users cast 18,327 votes
- 17. Every single minute Amazon receives 4,310 unique visitors
- 18. Every single minute Vine users play 1,041,666 videos
- 19. Every single minute Tinder users swipe 590,278 times
- 20. Every single minute Snapchat users share 284,722 snaps
- 21. Every single minute Buzzfeed users view 34,150 videos
- 22. Every single minute Skype users make 110,040 calls
- 24. “We are intentionally bombarding our consumers with 490 minutes of media every day. That’s not much of an experience.”
- 25. That’s 174 newspapers every day of content #soznotime
- 26. The number of devices we own is going through the roof 2009 – 2.5bn, 2016 – 10bn, 2020 – 25bn We’ve never been so connected. And how do they feel about sharing that data? Source: IBM 2016
- 27. But that percentage drops to 27% if the business is sharing data with a third party Willingness to share data: 67% individuals are willing to share with companies Source: Accenture 2015
- 28. If a better digital customer experience relies on sharing with the benefits of spending less time and more relevant content, how could we encourage consumer to actively share between companies? ?
- 29. Trusting brands
- 30. Just what is trust?
- 31. The provider will do as it says The provider will act in the consumers interests If something goes wrong, it will say so and deal with it straightforwardly Source: Charlie Mayfield, JLP
- 32. “With trust at an all time low, brands can not assume they can automate data transfer. To build credibility, the brand has to only act in the consumers interests.”
- 33. We must take the consumer on a journey of trust. We must seek permission. The service should be the confidential silent gatherer. “This seems to be happening a lot, would you like me to do that for you?”
- 34. “All power and control of automation should reside clearly with the consumer”
- 35. Late running train to London, knows I buy coffee at Charing Cross station. Meeting due in 15 minutes. Benefit: compensation and time saving
- 36. case Mercedes Benz links with Nest thermostat: set heating based on location and temperature control. Benefit: the environment.
- 37. Making this happen is difficult – Technical complexity of accessing GPS, Diary, Purchase History, Bank, Loyalty programmes, Notifications, Cost, Profit… what’s the biggest concern? Privacy. Who gets access? ?
- 39. Brand + Brand = Experience Location + Activity + Permission to data
- 40. Brand (Physical) Products and services Brand (Physical) Brand (Both) Brand (Digital) Brand (Digital) Mobile OS open standard Passport Data encrypted and not available to Telco or Manufacture User manages usage and behaviour Recording + request access Permission + Personalisation
- 41. Trust is the key here. We must take the customer on the journey of trust. Before complete automation we must seek permission: the OS can report ‘this seems to be happening a lot, would you like me to do that for you?’ The power and control should reside clearly with the customer.
- 42. Internet of things Internet of activity
- 43. “IBM and the banks are already thinking about this – the Hyperledger/ADEPT. Is it technology (and profit) first thinking? Who is considering the customer experience and what it should do?
- 44. Waking up Eating Travelling Working Shopping Finance At home SleepingExercise
- 45. Remove pain Authorised Automate Reward Processes that are manual, time consuming or repetitive for the customer Transparency between provider and customer where data is being recorded or used Passing data between providers and services that enables a joining-up of separate products Time invested in using a service is rewarded by unlocking and exclusivity Irrespective of location or activity four themes
- 46. Retail banks, loyalty schemes, pension providers, FCA Consolidation between providers and analysis of spending patterns to show a range of scenarios in changing habits. Forecasts to predict future balances and automatically assign funds to savings and pensions.
- 47. Fitness hardware, National Health Service, GP, Employer Sleep quality linked with eating and exercise to determine patterns. Suggested improvements to routine to encourage better sleep and mental health. Flexitime working with employer – stress and performance.
- 48. “Shared data is beneficial to the brand and consumer without being an intrusive personal assistant #savetime #privacy”
- 49. What could this look like? A quick sketch…
- 53. How will your brand interrupt the customer less and become more relevant?