THE FUTURE OF CUSTOMER CENTRICITY Nikki Baird

Managing Partner

Retail Systems Research

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PREDICTING THE FUTURE...

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THREE BIG TRENDS

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WHO YOU ARE

• Fractured views of the customer

• What I can get vs. what is valuable

• The more we have, the less we know?

• The dark side

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INTERESTING VS. VALUABLE

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THE MORE INFORMATION WE HAVE, THE LESS WE KNOW

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FACEBOOK HAS 58 GENDER IDENTITIES

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DEMOGRAPHICS INCREASINGLY TELL YOU NOTHING

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NICHE + ACCESS = VERY SMALL, FAR-FLUNG TRIBES

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THE DARK SIDE: PRIVACY AND SECURITY

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THE DARK SIDE: PERSONALIZATION WITHOUT PERMISSION

Don’t be

“that guy” © 2015 Software AG. All rights reserved.

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WHAT YOU’RE DOING

• Signals of intent

• IoT data

• The “creepy” factor

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CUSTOMER BEHAVIOR FAR BEYOND THE TRANSACTION

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INTENT GIVES EARLY WARNING TO TRANSACTION TRENDS

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“Great fit!” “Size runs large”

“Wish I could get it in stores”

“Works with both dressy and casual”

“Good quality fabric”

“Very stylish”

“Gotta have it!”

“Can’t wait for a sale!”

“Perfect for winter!”

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INTERNET OF THINGS FOR CONSUMERS

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THE MEASURED “YOU”

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CREEPY

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IS THERE ANY SITUATION WHERE I’D WANT THIS?

!

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AND LET’S NOT FORGET THIS GUY

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THIS IS THE WRONG WAY TO LOOK AT IT

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VS

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CONTEXT

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REMEMBER THIS SCENARIO?

!

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CONTEXT

• The thing that connects demographics and

behavior

• Gives insight into objective

• Location alone is not enough

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TWO VERY DIFFERENT OBJECTIVES

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THREE BIG TRENDS

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