[Slides] Customer Experience in the Internet of Things by Altimeter Group
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The webinar discusses the Internet of Things (IoT) and its potential for enhancing customer experience through five key application areas: using sensors, facilitating online-to-offline interactions, establishing new communication standards, encouraging cross-functional collaboration, and rewarding consumer engagement. Brands like Walgreens and Disney are highlighted for their innovative use of IoT to personalize interactions and optimize customer journeys. The emphasis is placed on leveraging data to create more informed and efficient experiences for consumers while offering insights that can drive brand strategy and service improvements.
![[Webinar] Customer Experience in the
Internet of Things: !
Five Ways Brands Can Use Sensors to Build Better
Customer Relationships!
Jessica Groopman, Senior
Researcher @Jessgroopman!
Charlene Li, Founder & CEO!
@Charleneli!
Event hashtag: #IoTCX!](https://image.slidesharecdn.com/slidescustomerexperienceintheinternetofthings-150325131341-conversion-gate01/85/Slides-Customer-Experience-in-the-Internet-of-Things-by-Altimeter-Group-1-320.jpg)
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[Slides] Customer Experience in the Internet of Things by Altimeter Group
- 1. [Webinar] Customer Experience in the Internet of Things: ! Five Ways Brands Can Use Sensors to Build Better Customer Relationships! Jessica Groopman, Senior Researcher @Jessgroopman! Charlene Li, Founder & CEO! @Charleneli! Event hashtag: #IoTCX!
- 2. Source: The Connectivist, 2014
- 4. Welcome!! • The Myth of IoT! • Five Use Cases for Applying IoT ! • Taking a Holistic Approach to IoT !
- 5. Demystifying the Internet of Things!
- 6. are unfamiliar with the term “Internet of Things”!87% 65%Plan to adopt connected technologies in the future.!
- 7. Everyware Internet of Everything (IoE) Machine2Machine (M2M) IndustrialInternet Ubiquitous Connectivity Ubiquitous Computing Connected Environments Spimes SituatedComputing Physical Computing Wireless Sensor Networks Physical Internet FutureInternet Smarter Planet Web of Things Sentient World Ambient Intelligence Connected World Pervasive Internet Interaction on Demand Phygital World
- 8. The interconnection and interaction of the digital and physical worlds ! ! wherein uniquely identifiable embedded technology connects and integrates physical ‘things’ to information networks via existing and emerging Internet infrastructure. ! ! !
- 9. IoT is not about the technology.
- 11. IoT is a platform for connecting people, objects, and environments to inform and enable visibility, engagement, and innovation. !
- 13. IoT’s Potential for Win-Win !
- 14. What’s in it for consumers?! Visibility Empowerment Autonomy Efficiency
- 15. What’s in it for brands?! Context, Context, Context Insight into Customer Journey The World’s Largest Focus Group Consumer-driven Optimization
- 16. The more consumers are inspired to DO within the context of their interactions, the more brand and consumer agendas can align. Utility, service, & tangible value creation
- 17. P Is your company actively planning an IoT initiative for the next 12 months?! oll!
- 18. Consumer-facing Use Cases in the Internet of Things!
- 19. What does this look like? And how is it different?! 1. Sensors! 2. Online à Offline! 3. New communication standards! 4. Cross-functional!
- 21. Reward consumers for their time, money, effort, and engagement! Reward enabled by sensors incentivizes engagement and purchase by drawing from contextual elements
- 22. Walgreens and other retailers piloting AR apps to gamify in-store experience. !
- 23. Pact Health offers businesses and their employees sensor-based cost savings on health insurance!
- 24. Diageo connects bottle to smartphone to social for a personalized content experience! ! • 72% é sales during pilot • Expanded program to 6 countries • 100k unique QR code downloads • é supply chain efficiency/visibility
- 25. Consumer POV! The brand rewards me for my interaction (time, loyalty, purchase, location, product/service use, behavior, etc.).! ! ! Brand POV! We use an incentive (monetary, promotion, points, content, etc.) derived from online and/or offline data to drive customer interaction.! ! Reward: What’s in it for me?!
- 26. Information and Decision Making! Empower Consumers with the Ability to Access and Act on Intelligence ! Hyper-relevant information increases intelligence and assists in more informed and rapid decision-making.
- 27. IKEA ‘augments’ e-furniture shopping experience, bridges online capabilities with ‘offline’ needs
- 28. Home Depot integrates dot.com shopping cart with mobile for improved in-store experience
- 29. Jawbone fitness tracker adds meaningful data to post-quake coverage!
- 30. Consumer POV: "! The brand helps me make informed decisions by providing me the most relevant information precisely when I need it.! ! Brand POV:! We use informational media designed to aid consumers with product and service decision making, delivered at the most convenient time, on the right platform, and at the right place.! Decision-Making: What’s in it for me?!
- 31. Foster Easier, More Accessible, and Convenient Brand Experiences! Facilitation is about rendering the way consumers engage with products and services easier, faster, and more efficient
- 32. Starbucks a pioneer in ‘platform and hardware- agnostic’ mobile payment • In-app, in-store • In-app, pre-pay • Via tap in-store • Microsoft Band • Galaxy Gear • Pebble • Apple Watch
- 33. Belkin’s Wemo Switch is one way to streamline identity authentication across products…
- 34. Chamberlain smart garage door openers revolutionize how they engage customers! ! ! “Over time, we see the opportunity to increase the utility of this through integration with security, thermostat, lighting, and beyond.” Maureen Silber, Senior Marketing Manager, Chamberlain Group
- 35. Hilton empowers guests with smartphone- based check-in and room keys
- 36. But just because we can add sensors to anything doesn’t always mean we should…
- 37. Consumer POV:! The brand makes it easier for me to access, acquire, or accomplish what I need, exactly when I need it.! ! Brand POV:! We enable a specific customer action or transaction architected to streamline the brand- consumer experience within a specific environment.! ! Facilitation: What’s in it for me?!
- 38. Support and Retain Customers by Proactively Identifying Opportunities ! Service in the IoT is about identifying gaps, issues, or opportunities to either react in real time or proactively suggest, service, or resolve before customers realize they have a problem.
- 39. Whirlpool’s connected washer prompts users with troubleshooting content when it detects an issue!
- 40. Tesla: The car that can fix itself!
- 41. Tesla offers software service upgrades… on the customer’s terms.
- 42. Service-related use cases are where companies are most likely to see impact on the bottom line:! § Increased efficiency in supply chain management § Increased efficiency in labor costs § Increased revenue and/or customer retention through timely upsells § Identification of issues in product or service experience § Identification of new business models
- 43. Walgreens partners with TaskRabbit to deliver relief for sick residents
- 44. ! “In the future, people won’t buy devices just for their physical attributes; they’ll buy them because of the apps and services that connectivity enables.”! ! Kevin Meagher VP of Smart Home at Lowes
- 45. Consumer POV: "! The brand identifies ways to provide me a better (more enhanced, functional, secure, compatible, or personalized) experience, sometimes before I know I need it. ! ! Brand POV:! We use product, service, and customer data to inform support, sales, and other brand service opportunities in near real time, in real time, or through predictive technology.! ! Service: What’s in it for me?!
- 46. Leverage Feedback for Rapid R&D, Customization, and Improvement! Innovation enabled by sensors helps companies more efficiently collect feedback, optimizes, and even customize product/service experiences.
- 47. NEB uses connected refrigerator data to improve how they engage with scientists ü Product offerings ü Interface offerings ü Inventory planning ü Product specs offered ü Popular content ü Freezer performance
- 48. Tesla’s “Crawl” feature: crowd-sourced innovation— for individuals and across entire fleet of cars
- 49. Consumer POV "! The brand listens to and implements my requests for product or service improvement more rapidly.! Brand POV! We use real-time or rapid feedback mechanisms to inform and enable product and service development, design, or customization.! ! Innovation: What’s in it for me?!
- 50. Embrace Use Cases Holistically to Differentiate the Customer Experience !
- 51. The objective: To place the brand usefully, intuitively, sensitively, and centrally to how customers expect to interact with and experience your brand.!
- 53. Disney transforms the entire park-goer’s experience, spans all use cases !
- 54. Disney’s wearable experience improves and informs the entire customer journey § Resort check-in § Room key § Customized door key § Disney’s Magical Express § Club/concierge level access § Concierge desk check-in § Resort entrances § Disney parking lot entry § Park admission § Fastpass+ § Store entrances* § Restaurant payment § PhotoPass ID § Interactive game pass § Disney’s Infinity on XBOX § Stores custom avatars, designs
- 55. McDonald’s Beacon-Mobile Pilot Rewards, Facilitates, and Offers Feedback Loop! ü Greetings ü Coupons ü Alerts ü Surveys ü Q&A ü Payment ü Employment opptys
- 56. Awareness Greetings, promotions, employment opptys Consideration Notifications, surveys, Q&As, contests Purchase Mobile payment and conversions such as employment inquiries Support Service, rapid response to inquiries Loyalty Innovation and product, service, and in-store improvement
- 57. These sensor-driven interactions are also driving intelligence & sales! In the first 4 weeks of the pilot, McDonalds garnered: ü more than 18,000 coupon redemptions ü McChicken sales increased 8% ü McNuggets sales increased 7% ü Insights around facilities, offers, menu items, recruitment techniques, etc.
- 58. Q uestions?!
- 59. Upcoming Webinar: Join us on April 29!
- 60. Thank You!! Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.! ! Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. ! Jessica Groopman! Senior Researcher! @JessGroopman! Jessgroopman.com! Charlene Li "! Founder & CEO! @CharleneLi!