Info-sense, Blue Goldfish and $300 Corona's

1. STAN PHELPS @9INCHmarketing

2. What   is   Ignite?   Ignite   is   presenta/on  format  for  a  5   minute   talk.   Presenters   use   20  slides  that  auto  advance   every  15  seconds.     This  talk  was  hosted  by  IBM   as   part   of   the   IBM   Amplify   conference  in  San  Diego.  

3. In  customer  experience,  there  is  no  such  thing  as  mee/ng  expecta/ons.     Mee/ng  expecta/ons  is  a  myth.  You  either  exceed  expecta/ons  or  you  fall  short.     Choose  to  do  MORE.  LiPle  things  can  truly  make  a  big  difference.   [Purple  Goldfish  –  Customers,  Green  Goldfish  –  Employees,  Golden  Goldfish  –  The  Top  20%  of  Customers  &  Employees]  

4. According  to  a  recent  study  by  IBM,  more  than  3  out  of  4  customers   expect  organiza/ons  to  understand  their  individual  needs.  Call  it  the   Amazon  Effect,  we  now  live  in  an  ON  DEMAND  world.  

5. Trendwatching.com  calls  this  info-­‐ sense  and  lists  it  as  one  of  the  five   trends  that  will  shape  the  future  of  CX.  

6. Defini,on:  

7. I’m  on  quest.  My  fourth  book  with  co-­‐author  Evan  Carroll  will  be  called   Blue   Goldfish.   It   will   focus   on   how   companies   can   leverage   data   and   analy/cs  to  turn  insights  into  ac/ons  that  improve  the  experience.  

8. I  recently  wrote  about  two  Blue  Goldfish  in  Forbes.  The  ar/cle  tells  the  story  of  Tory  Burch  and   Westpac.  Two  examples  of  how  technology  can  improve  the  customer  experience  and  drive  sales.   (full  ar/cle  here)  

9. Doug  wakes  up  in  Toronto  on  a  bachelor  party,   nagging  no/on  that  something  is  wrong…   Then  it  hits  him,  he  forgoPen  to  order  his   pregnant  wife  a  gid  before  leaving  the  country   just  days  before  her  birthday.    

10. He  quickly  runs  down  to  the  lobby  and  orders  a  pair  of  shoes  online  for  his  wife  Lindsay.  Only   problem  is  that  he  uses  Paypal  and  realizes  the  shoes  will  not  arrive  /ll  ader  her  birthday.   More  panic  sets  in.  He  now  decides  to  visit  the  store  immediately  upon  his  return  to  Florida.  

11. Doug   visits   a   Tory   Burch   store   and   meets   a   store   associate   named   Michelle.   She   tells   him   that   once   the   online  order  arrives  to  simply   bring  it  in  to  her  store  for  a   return   no   problem.   She   grabs   a   new   pair   of   shoes,   swipes   his   debit   card   and   tells  Doug  that  it  isn’t  going   through.     He  calls  his  bank,  gets  put  on   hold,  transferred,  hold  again,   and   then   Michelle   emerges   from   the   back   of   the   store   with  a  corona  boPle.     “Would  you  like  this  Corona  or  perhaps  a  glass  of  wine  while  you  get  this  sorted?”  

12. A  few  days  later  Doug  and  his  wife  head  back  to  Tory  Burch.  Michelle  greets  Doug  by  name  and   introduces  herself  to  Lindsay.  While  she’s  returning  the  original  order,  Lindsay  begins  trying  on   shoes.  Within  seconds,  Doug  is  signg  with  a  Corona  in  one  hand  and  an  iPad  in  the  other.   Ader  the  return  was  complete  and  Lindsay  was  done  browsing,  they  led  the  store.  A  few  days   later,  Doug  receives  a  personalized  email  from  Michelle.  According  to  Doug,  “This  was  the  first   ;me  I’ve  seen  online  marke;ng  being  fused  with  an  offline  transac;on.  Marketers  like  myself,   use  soFware  to  show  you  ads  for  products  you  recently  searched  for  or  viewed  in  hopes  of   geGng  you  to  complete  your  purchase.  The  fact  that  Michelle  was  doing  this  manually  really   impressed  me.”  

13. Tory   Burch   has   developed   a   tablet   based   system   called   “Client   Book.”   According   to   an   ar/cle  in  Internet  Retailer,  “this   client   book   service   enables   customers   to   keep   track   of   previous   orders,   wish   lists   and   other  informa/on  from  an  online   accounts.   A   shopper   might   put   something  into  her  wish  list  late   at  night,  for  instance,  and  a  store   associate   keeping   track   could   have   that   item   ready   on   the   shopper’s   next   store   visit   or   prepare   recommenda/ons   for   other  products.”  

14. The average order value for Client Book customers is 62 percent higher than Tory Burch’s typical customer

15. Westpac  is  the  fourth  largest  bank  in  Australia  and  New  Zealand  

17. The  bank  has  been  join  the  dots  between  the  immense  amount  of  informa/on.  The  bank   knows  needs  are  driven  by  life  stages  and  moments  of  truth  in  their  customer  journey.  

18. The  “Know  Me”  program  by  Westpac  drives  insights  about  the  customers  through  their  data   to  create  NBO’s,  “next  best  offers.”  

19. By  using  a  mix  of  offline  transac/onal  data  and  online  behavioral  data,  the  insights  allow   the  bank  to  predict  what  the  customer  might  need  next.    

20. Westpac is converting 40% of all NBO’s, resulting in $22 million in additional sales in Year One of the program

21.   According  to  former  GE  CEO  Jack  Welch,  there  are  two  forms  of   compe//ve  advantage.  First,  learn  more  about  your  customers   faster   than   the   compe//on   and   second,   turn   what   you   learn   about  customers  into  ac/on  faster  than  the  compe//on.   Are  you  turning  big  data  into  useful  data?   Are  you  leveraging  analy/cs  to  drive  sales   and   improve   the   customer   journey?   What’s  Your  Blue  Goldfish?   STAN PHELPS stan@9INCHmarketing.com