Where is CRM headed?
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The document discusses key trends shaping the future of consumer experiences and CRM, highlighting the importance of personalization, automation, and technology integration. It details emerging practices like same-day delivery, the use of AI and virtual assistants for customer service, and the rise of smart devices for enhanced user engagement. Retailers must adapt to these trends by providing personalized and timely communications through various digital channels to improve consumer interaction and satisfaction.
Where is CRM headed?
- 1. 9 January, 2015 The Future Consumer
- 2. Contents 1. How will the future impact the way we do CRM? 2. Five key trends impacting consumer experiences - Facts & Figures - Stimulus and inspiration - The customer experience
- 3. How will the future impact the way we do CRM?
- 4. CRM won’t change but how we do it will PersonalisedTimely Two-way dialogue Evolving CRM building blocks ?? ?? Relevant ? A more remarkable customer experience
- 5. Five key trends impacting consumer experiences
- 6. Five key trends impacting consumer experiences Hyper-personalisedDelivery taking off Intimate conversations Mobile shopping 2.0 Things talking to things
- 7. Delivery taking off Increased automation in order processing and delivery
- 8. Facts & Figures • Amazon wants to use small drones to deliver packages up to 2.3kg (5lb) in weight. The service would enable customers to receive a purchase within..........minutes of placing an order. (BBC News) • 70% UK consumers expected delivery of online purchases within…………days. (YouGov) 30 four
- 9. Stimulus and inspiration Orange Kiva Robots are deployed across Amazon’s largest warehouse to help staff with shifting orders. The robots have helped to cut down processing times for some orders from an hour to 13 mins. The Deliveries app tracks your packages and supports services like UPS, FedEx, US Postal Service, DHL, TNT, Canada Post, City Link and Royal Mail. Google Express is a same-day delivery service (US only) that uses third party couriers to collect and deliver items you’ve ordered online/via smartphone. Uber and Thomas Pink partnered together to let shoppers have a shirt delivered to their office within 90 mins.
- 10. The customer experience Sarah (29) has just ordered limited edition smart glasses for her sister’s birthday. The glasses are designed by Hussein Chalayan and customers who successfully place an order can watch the item being crafted in an interactive video. During her lunch break Sarah links the video to her sister as a surprise, who watches it via hologram on her smartphone. Sarah is anxious that the item is delivered safely and occasionally refers to her tracking app to follow the item via GPS. She’s expecting the package to arrive at her office the day of her sister’s party. That morning she’s informed that her meetings are taking place away off site. She doesn’t have time to come back to pick up the present so she logs into her app to make a last minute change – to have the package delivered by a driverless car to the restaurant. At the restaurant Sarah receives an alert on her necklace. She goes outside to unlock the car door with her fingerprint and safely retrieves the item.
- 11. • Increased automation for more efficient processing, with same day and next day delivery as standard. • More futuristic delivery options, e.g. drones and driverless cars. • Better tracking of parcels through apps and wearables with pinpoint accuracy. • The sharing economy trend will increase the number of partnerships, e.g. Uber and Thomas Pink, to create unique delivery services. What will this mean for retailers?
- 12. Hyper-personalised Artificial intelligence and customer support
- 14. • Personalisation is still in its infancy – only………of companies are currently doing personalisation at a sophisticated level. (Econsultancy) Facts & Figures • Industry experts predict that AI and robots will be integrated into nearly every aspect of most people’s daily lives by……….. . (Pew Research, Internet Project) 5% 2025
- 15. Stimulus and inspiration The WDS Virtual Agent is an intelligent self-care tool that learns from interactions between customers and human agents to improve its own service. London Brand Management (LBM) have created virtual assistants for clients like BMW and Panasonic. Customers who text a query to a mobile number receive a response from a robot that sounds like a human rep. Amelia by IPsoft is a “cognitive knowledge worker” who can offer advice and solutions via telephone, email and text. She is capable of detecting human emotion and will adapt her own tone of voice and response to the customer.
- 16. The customer experience Simon (38) wants to buy a new washing machine and puts on his VR headset to virtually browse products online. Amelia appears and asks him if he needs any help. Simon explains he needs a new washing machine but doesn’t really know anything about them. Amelia laughs and reassures him it’s very straightforward. All he needs to do is answer a few questions to help her identify the perfect product. She talks him through the items she has selected for him. Simon wants to check if these have been positively reviewed elsewhere so Amelia quickly sources the best independent reviews from trusted websites. When Simon has made a decision Amelia puts the order through for him. The delivery date is sent to his calendar and she confirms she will give him a call when the item is due.
- 17. What will this mean for retailers? • Consumers will expect 24/7 human support across a proliferation of channels, e.g. video, text and voice conversations. • Virtual assistants will be able to access customer data (with permission) to make it quicker and easier to diagnose issues. • Expectation of higher levels of self-service – AI will make it easier and more pleasant to find information quickly . • Personalised services will add more of a human touch to the ongoing customer relationship.
- 18. Intimate Conversations Brands’ future interfaces
- 19. • ……..of consumers are already aware of “wearables,” and about one in six (15%) of them currently use wearable tech—such as smart watches and fitness bands—in their daily lives. (Nielsen) Facts & Figures • ………adults currently use health and fitness wearable devices and smartphone apps for activities such as monitoring their heart rate, recording steps taken and calculating fitness levels. (Kantar) 70% 6.7m
- 20. Stimulus and inspiration Nixie (in development) is the first wearable drone camera that can be launched from your wrist. Drone cameras enable users to capture extraordinary moments, e.g. aerial photograph of you diving into a pool, which are shareable and memorable. Smartphones can already monitor heart rate, acceleration, speed, altitude, etc. but when you want to collect this data during activities like skiing and diving they become useless. Oakley’s Airwave bring connectivity, data monitoring, social networking, voice control and navigation to a pair of ski goggles. There are numerous mobile apps that can improve our health by setting us challenges but wearable tech is the answer to collecting physical data effortlessly throughout the day. Spire monitors your breathing patterns and helps you improve how you breathe to relieve stress and tension.
- 21. The customer experience Alexa (18) is training for a marathon. She uses a smartwatch everyday and wears a smart vest during workouts to record her vital data. Alexa’s watch monitors her sleeping patterns to wake her up at the optimal time. When she’s up she receives the latest weather report and a reminder for a workout. She’s also a received a push notification from her gym– “It’s cold and rainy today so why not train indoors and receive 10% off a sports drink.” Alexa uses her watch to get her discounted drink at the vending machine. She changes into her Omsignal sports vest that records her vital fitness data and taps her watch against her locker to secure it. She syncs her vest to the running machine via Bluetooth so it can programme a workout personalised to her. After her workout Alexa reviews her data on the running machine dashboard and finds she’s exceeded her goal. A notification from Nike appears on her watch – she’s unlocked an exclusive 20% discount on trainers! She pulls up information on the nearest Nike store so she can reward herself with new shoes.
- 22. • Brands will have opportunities to speak with consumers across the numerous devices that they’re wearing. • Types of conversation will evolve into shorter pieces of information, e.g. as visuals or real-time data. • Opportunity to offer highly personalised lifestyle content to help you get more from the product. • Brands can gather behavioural data to make better product recommendations (cross-selling, up-selling) What will this mean for retailers?
- 23. Connected You The personalised retail experience
- 24. Facts & Figures • ……..of UK smartphone users believe that personalised, direct messages sent straight to their smartphone when out shopping would be 'likely' or 'very likely' influence their purchase decisions. (eDigitalResearch) • In the US it is predicted that there will be………million active beacons by year end 2018. 33% 45
- 25. Stimulus and inspiration Bluetooth 4.2 will be available to device users in the new year. The upgrade features will include 2.5x faster connections between devices and increased privacy controls (internet connectivity will be developed for 2016). Retailers and brands should be aware that mobile users will be able to prevent store beacons from accessing their data without their permission. Paypal have created an app for the Samsung Galaxy Gear that will let consumers pay with their smartwatches. The app will also send shoppers promotions from nearby stores so they can select items to purchase before they walk in. Shoe brand, Meatpack, created a “Hijack” campaign that used GPS tracking technology to work out when one of their customers was walking into a competitor shoe store. This triggered a mobile promotion with a chance to earn your discount starting at 99%. The discount would decrease with every second meaning you needed to be quick to get money off.
- 26. The customer experience Patrick (44) is walking down the high street when he receives a notifications from a retailer on his smartwatch… All wine coolers are 25% off in the store nearest his location. Patrick had abandoned his basket online that week having searched for a new wine cooler for his refurbished kitchen. He knows where the store is and heads towards it. As he approaches beacons send him a personalised map so he can easily find the wine coolers. In the department he opens up holographic dashboards to view more product information and see which models are best for his current wine collection. All the products can be paid for instantly if he taps his smartwatch against a product code so he can skip the till.
- 27. • Consumers will want beacon communications to be personalised to them – whether that’s based on past purchase habits or preferences. • Shoppers who have signed up to retailers’ loyalty programmes could have their special discounts communicated to them via beacons in store. This would enable NFC-enabled mobile users to tap their phones for payment and redeeming their offers automatically. • Mobile wallets will be more popular than carrying physical wallets and cash. • Shoppers will want to have control over who sends them communications via beacons. Opting in and out of push notifications from beacons should be mandatory. What will this mean for retailers?
- 28. Things Talking to Things Connected living
- 29. Facts & Figures • UK consumers appreciate smart appliances when they provide a genuine benefit - ……… acknowledge that smart meters are useful for saving energy and money. (KPMG) 48% • Globally the number of vehicles with built-in internet connectivity will increase from……….of the overall market to ……….by 2020 (Telefonica).10% 90%
- 30. Stimulus and inspiration Amazon Echo, is a voice-activated speaker that can perform simple tasks such as read the news and weather reports, help you with basic search, play music and update your tasks lists, e.g. add items to shopping lists. Echo is able to distinguish between different voices in the household. littleBits Electronics have a created a connected home kit to turn your existing home appliances into smart devices. You can choose which items can speak to each other and what tasks you want them to perform. Future Hunter Gatherer by Electrolux (in development) is a holographic projection game that lets families virtually ‘catch’ their food. Items that are caught will be automatically ordered from a local producer and delivered to your address.
- 31. Emily (42) is preparing breakfast on Sunday morning when her fridge reminds her that groceries are running low – it’s time to do her grocery shop. The fridge has already pulled up her saved shopping list on its front door. She quickly scrolls down the list and says, “confirm order”. She scans her eye for payment and the order is processed. Her delivery will arrive by 2pm. A few minutes later the fridge shows a message from another retailer – there are new tailored recipes to try based on her grocery shop. Her husband, Dan (47), comes down to the kitchen and remembers he forgot to collect his suit from the dry cleaners yesterday. He voice-activates Echo and asks it to send a pick-up reminder to his car. His car will notify him when he goes to work tomorrow as the dry cleaners are en route to his office. The customer experience
- 32. • Home appliances will eventually become ‘smart’. Products can notify the retailer and owners about faults and upgrades – even contacting an emergency engineer directly. Retailers can use product data (with permission) to send timely upgrade reminders, special offers or relevant content. • Consumers will be connected to the internet through even more devices – this will increase the need for contextual relevance in brand messages. Individual communications will need to work together as part of a joined up experience. • Brands will be able to share personalised lifestyle content, e.g. recipes, DIY inspiration, to internet-enabled home appliances. What will this mean for retailers?