客户体验的未来

Attention SavingAttention Seizing 2017 – a beautiful clash of technology,free flowing media, experimentalismand relentless distraction – and we’reonly halfway through. Perhaps it dawned on you while you were sittingin traffic, stuck behind a car using Adaptive CruiseControl. You saw its driver sitting dozily at the wheel– probably tuned into a mindfulness podcast – andrealised: these are different times. Traffic moves at acrawl, but information moves so fast that a Kickstarterproduct is plagiarized and produced in Shenzen beforeits campaign has been funded. Meanwhile, Vice brewsbeer, breweries open hotels, hotels launch designerapparel, and apparel brands sell bricks, stones andMetroCards. Verticals are artifacts from a more timidtime: one of long corporate lifespans and easilyimpressed customers. You can’t sit out the21st CenturyCustomer Experience Wars. Shotsare fired every second. From Osloto Ottawa, from Seattle to Santiago.No brand is safe. No wonder, then,that 86% of business leaders agreethat customer experience is vital forsuccess (Harvard Business Review,January 2017).Time to get to knowthe rules of engagement... of businessleaders agreethat customerexperience isvital for success TheFundamentalQuestion: In a hyper-competitive Experience Economy whereconsumers are digitally-empowered, yet feel forevertime-starved, there’s a fundamental choice to make withyour Customer Experience strategy. At any particularmoment, you must decide if your brand’s offering is astepping-stone on the way to experiences or if you areproviding the experience itself. To frame it another way: At every encounter you must ask whether you aresaving the customer’s attention or seizing it. The answer to that question may change over thecourse of the customer journey, yet the challengeremains constant. Fail to do either and you’ll end upwasting it – and wasted attention is unforgivable andunsustainable. CXperts bewarned… This isn’t your typical Customer Experience whitepaper.We aren’t covering journey mapping, customer surveys,design thinking or empathy. This report is built on ourcore belief: To better understand your customers, stop watchingconsumers and start watching businesses. Theexpectations of tomorrow’s customer are being setby today’s innovations. We collected best-in-class initiatives that heightenexpectations around the customer experience, be theyproduct, service, marketing, experience or businessmodel-focused. Use the innovations below to inspirecreative thinking about where to takeYOURnextcustomer experience initiatives. What brought usto this fork in theAttention Road? With the ever-heighteningtransparency of the marketplace andthe blossoming diversity of product,service, and experience choice(excusing a few stubborn monopolies),today’s customer is extremely fortunate.Yet they feel thatif they have to ‘pay’attention to anything, it’s a real cost. The question, “are you functional ordelightful?” is as old as commerceitself. Why is this split, with newextremes of competition in bothspheres, becoming so urgent for thecustomer and your business? Here aresome high-level drivers (with manymore to follow): •Digitally-supercharged business modelsdeliver everything on-demand, from babyfood to life advice, and battle to maximizeefficiency. •Connected devices (with image and voicerecognition and more built in) actually work.Meanwhile, machine learning and massivedata trails empower brands to make betterdecisions on the customer’s behalf. •The switch to ephemeral social sharingpoured gasoline on the Experience Economy. •A chorus of purpose-driven brands, big andsmall, promise (and increasingly deliver) apath to self-actualization. Some brands will specialize and eitherseize or save attention. Others are ahybrid, varying at each touchpoint.However, you must know exactlywhere you stand in this dichotomy orboth you and your customer will sufferthe consequences. Have we got your attention? Dive Deeper With quarterly reports on 16 B2C industries Exclusive to TrendWatching Premium ATTENTION ATTENTIONSAVING In the 2017 customer journey,attention savingmoments arefrequently invisible. And thecustomer will only appreciate themthe first time around. Delightfulsolutions quickly become routine,noticed only when broken. Automated, data-powered, seamlessand happily forgotten: A CX strategyfor the future. Competitors (within and outsideyour industry) are workingaround the clock to reducefriction through incrementalimprovements and radicalshortcuts. If you’re not up to speedon changing expectations you willtrigger disappointment, frustrationand even a little rage. Yikes. Why customerexpectationsaround attentionsaving are climbinghigher than ever: THE ON-DEMAND DECADE Netflix subscriber growth » Total subscriber growth over the pastfew years No category has remaineduntouched by on-demandexpectations. This is the decadewhere mobile-wielding masseshave embraced everything fromNarcos to narcotics on-demand. Amaz