Blue Goldfish - Using Technology, Data and Analytics to Drive Both Profits and Prophets

1. BLUE GOLDFISH BLUE GOLDFISH USING TECHNOLOGY, DATA, AND ANALYTICS TO DRIVE BOTH PROFITS AND PROPHETS “Did you know that even Harley Davidson is using tracking technologies, including face detection, in its stores? If Harley Davidson is doing it you probably will be too and this book tears into 300 case studies of how other companies are using technology to build better experiences for their customers. Highly recommended.” ROBERT SCOBLE, FUTURIST AT RACKSPACE & AUTHOR OF AGE OF CONTEXT BLUE GOLDFISH “Experience is the new brand. What people experience required design. And meaningful design takes data, insight and empathy. Blue Goldfi sh is your template to achieve a signifi cant competitive advantage.” BRIAN SOLIS, DIGITAL ANALYST & AUTHOR OF X: THE EXPERIENCE WHEN BUSINESS MEETS DESIGN BLUE GOLDFISH BLUE GOLDFISH USING TECHNOLOGY, DATA, AND ANALYTICS TO DRIVE BOTH PROFITS AND PROPHETS “Did you know that even Harley Davidson is using tracking technologies, including face detection, in its stores? If Harley Davidson is doing it you probably will be too and this book tears into 300 case studies of how other companies are using technology to build better experiences for their customers. Highly recommended.” ROBERT SCOBLE, FUTURIST AT RACKSPACE & AUTHOR OF AGE OF CONTEXT BLUE GOLDFISH “It is now nearly impossible to succeed in business without harvesting and harnessing customer data. But what data, and how? Blue Goldfi sh answers these critical questions, and many, many more. Required reading!” JAY BAER, PRESIDENT AT CONVINCE & CONVERT & NEW YORK TIMES BEST-SELLING AUTHOR OF YOUTILITY “Experience is the new brand. What people experience required design. And meaningful design takes data, insight and empathy. Blue Goldfi sh is your template to achieve a signifi cant competitive advantage.” BRIAN SOLIS, DIGITAL ANALYST & AUTHOR OF X: THE EXPERIENCE WHEN BUSINESS MEETS DESIGN “It is now nearly impossible to succeed in business without harvesting and harnessing customer data. But what data, and how? Blue Goldfi sh answers these critical questions, and many, many more. Required reading!” JAY BAER, PRESIDENT AT CONVINCE & CONVERT & NEW YORK TIMES BEST-SELLING AUTHOR OF YOUTILITY BLUE GOLDFISH ABOUT THE AUTHORS “The power of big data lies not in creating more targeted ads or more personalized offers, but rather enabling company and brand employees to build and maintain relationships with customers on a large scale. Thanks to Stan Phelps and Evan Carroll, we now have a roadmap for getting it done and reaping the benefi ts.” CHRIS MALONE, MANAGING PARTNER AT FIDELUM PARTNERS AND AUTHOR OF THE HUMAN BRAND USING TECHNOLOGY, DATA AND ANALYTICS TO DRIVE BOTH PROFITS AND PROPHETS Stan Phelps is a TEDx speaker, IBM Futur- ist, and Forbes columnist. He is the Founder of 9 INCH, a speaking and training consul- tancy that inspires brands to win the hearts of their customers and employees. Stan is the best-selling author of Purple Gold- fi sh, Green Goldfi sh, and Golden Goldfi sh. www.9INCHmarketing.com PHELPS & CARROLL “Back in 2003, a little book by Seth Godin named Purple Cow changed the way we think about marketing. With Blue Goldfi sh, Phelps and Carroll have brought Godinʼs insights into the social media and big data age. Within these pages youʼll fi nd stories that combine the art of capitalizing on your differentiation points with the science of embracing data—which leads to talkable moments and builds word of mouth brands. I dare you not to learn something every time you pick up this book.” SPIKE JONES, MANAGING DIRECTOR AT EDELMAN AND AUTHOR OF BRAINS ON FIRE ABOUT THE AUTHORS “The power of big data lies not in creating more targeted ads or more personalized offers, but rather enabling company and brand employees to build and maintain relationships with customers on a large scale. Thanks to Stan Phelps and Evan Carroll, we now have a roadmap for getting it done and reaping the benefi ts.” CHRIS MALONE, MANAGING PARTNER AT FIDELUM PARTNERS AND AUTHOR OF THE HUMAN BRAND Evan Carroll is an author, speaker and ex- perience architect. His career spans roles in user experience, marketing, and product management for leading agencies and tech- nology companies. Evan is the author of two technology books and has appeared in major news outlets including The New York Times, CBS Sunday Morning, NPRʼs Fresh Air, and The Atlantic. www.evancarroll.net By: Stan Phelps and Evan Carroll PurpleGoldfish.com Stan Phelps is a TEDx speaker, IBM Futur- ist, and Forbes columnist. He is the Founder of 9 INCH, a speaking and training consul- tancy that inspires brands to win the hearts of their customers and employees. Stan is the best-selling author of Purple Gold- fi sh, Green Goldfi sh, and Golden Goldfi sh. www.9INCHmarketing.com USING TECHNOLOGY, DATA, AND ANALYTICS TO DRIVE BOTH PROFITS AND PROPHETS Stan Phelps & Evan Carroll Foreword by Shep Hyken Author of New York Times Bestseller The Amazement Revolution ABOUT BLUE GOLDFISH According to a recent study, 76 percent of customers expect brands to understand their individual needs. In Blue Goldfi sh, Stan Phelps and Evan Carroll make the business case for le- veraging technology, data, and analytics to create increased customer loyalty. Using the best of over 300 case studies, youʼll come away with insights to create your own Blue Goldfi sh. “Back in 2003, a little book by Seth Godin named Purple Cow changed the way we think about marketing. With Blue Goldfi sh, Phelps and Carroll have brought Godinʼs insights into the social media and big data age. Within these pages youʼll fi nd stories that combine the art of capitalizing on your differentiation points with the science of embracing data—which leads to talkable moments and builds word of mouth brands. I dare you not to learn something every time you pick up this book.” SPIKE JONES, MANAGING DIRECTOR AT EDELMAN AND AUTHOR OF BRAINS ON FIRE Evan Carroll is an author, speaker and ex- perience architect. His career spans roles in user experience, marketing, and product management for leading agencies and tech- nology companies. Evan is the author of two technology books and has appeared in major news outlets including The New York Times, CBS Sunday Morning, NPRʼs Fresh Air, and The Atlantic. www.evancarroll.net USING TECHNOLOGY, DATA, AND ANALYTICS TO DRIVE BOTH PROFITS AND PROPHETS Stan Phelps & Evan Carroll Foreword by Shep Hyken Author of New York Times Bestseller The Amazement Revolution ABOUT BLUE GOLDFISH According to a recent study, 76 percent of customers expect brands to understand their individual needs. In Blue Goldfi sh, Stan Phelps and Evan Carroll make the business case for le- veraging technology, data, and analytics to create increased customer loyalty. Using the best of over 300 case studies, youʼll come away with insights to create your own Blue Goldfi sh.

2. #1. By 2016, 89% of companies expect to compete mostly on the basis of customer experience

3. By 2016, 89% of companies expect to compete mostly on the basis of customer experience … four years ago it was 36%

4. #2. Customer expectations are rising. They expect a quick and personalized experience. Study by IBM showed:

5. #3. By 2020, 85% of B2B transactions will occur without talking to a human

10. Why Blue? ?? Blue was inspired by King Harald Gormsson (nicknamed Blatand) He was a Danish King in the 10th Century. He converted Denmark to Christianity and united Scandinavia.

11. Blatand translates to Bluetooth. The developers of the personal area wireless networking standard used it as a working name and it stuck. King Harald Blatand also was the inspiration for the logo

12. Now why a Goldfish? ??

13. The goldfish represents something small. The average goldfish is 3 inches.

14. But the largest in the world in nearly 20 inches (50 cm)

15. It turns out the size of a goldfish is influenced by five factors. The same reasons apply to business: 1 1. SIZE OF THE BOWL

16. 1 1. SIZE OF THE BOWL = MARKET

17. 2 2. # OF OTHER GOLDFISH 1

18. 2 2. # OF OTHER GOLDFISH = COMPETITION 1

19. 3. QUALITY OF THE WATER

20. 3. QUALITY OF THE WATER = ECONOMY

21. 4. FIRST FOUR MONTHS 2 4

22. 4. FIRST FOUR MONTHS = STARTUP / NEW PRODUCT 2 4

23. 5. GENETIC MAKEUP 2

24. 5. GENETIC MAKEUP = DIFFERENTIATION 2

25. Assuming you’ve already been in business for four months, what do you have control over? Your market…NO, Your competition…NO, the economy…NO

26. The only thing you control is how to differentiate yourself to stand out in a sea of sameness. Differentiation in the future will be through technology, data and analytics.

27. http://list.ly/list/kFe-blue-goldfish-project

28. Relationship Readiness Responsiveness

29. THE FIRST “R” IS RELATIONSHIP

30. 1. Personalization Westpac is the fourth largest bank in Australia / New Zealand

31. Every month the bank has over 100 million transactions with its customers

32. The bank has mapped the journeys of its customers and has determined which products they use at different life stages

33. They’ve used that knowledge to create a program called “Know Me”

34. The Know Me program creates a standing next best offer (NBO) against a customer. The next time the customer visits a bank or speaks to customer service, the teller or representative makes the offer.

35. Westpac converted 40% of all NBO’s in Year One of the program Readmoreat: h/p://www.forbes.com/sites/stanphelps/2014/11/02/lessons-from-westpac-and-tory- burch-on-using-info-sense-to-drive-sales-through-customer-service/

36. 2. Two-Way Reviews eBay pioneered the two-way review system. Today Uber and airbnb allow both the customer and the company to review the transaction. Are you asking for feedback and rating your customers?

37. 3. Personal Data Tory Burch uses a tablet based system that tracks both online history and in-store shopping behavior

38. The Result: average order value for Client Book customers is 62% higher than average customer Readmoreat: h/p://www.forbes.com/sites/stanphelps/2014/11/02/lessons-from-westpac-and-tory- burch-on-using-info-sense-to-drive-sales-through-customer-service/

39. THE SECOND “R” IS RESPONSIVENESS

40. 4. Customer Service 3.0

41. Amazon took customer service to the next level with their Kindle Fire HDX. One touch of the Mayday button and it opens a video chat with a representative.

42. 5. Waiting The mortgage application process can be long and tedious. Wells Fargo Home Lending created a tool called yourLoanTracker, allowing customers to track their status from a number of devices.

43. 6. Real Time Response Mic-o-Data collects trash at 6,000 points in Holland. Once a day the trash bin sends an alert that tracks how full it is and if its functioning properly. This allows the company to respond quickly and only pick up the trash when needed.

44. THE THIRD “R” IS READINESS

45. 7. Convenience / Control Tesco has a service called “Click and Collect.” It allows customers the ability to shop for groceries online. They can then choose a convenient time to pick them up at a collection point.

46. 8. Frictionless Commerce Disney consolidated payments, room keys, Fast Passes and Photo Passes into one RFID wristband. Throughout the park, the wristband also delivers personalized experiences from kiosks and cast members.

47. 9. Intelligent Displays NS Prorail uses an LED display that gives real time data to customers. The 600 foot strip shows information on carriage crowdedness, where doors open and where quiet cars are.

48. Author: Stan Phelps stan@purplegoldfish.com +1.919.360.4702

49. Author: Evan Carroll evan@evancarroll.net +1.910.540.3826