CONNECTED STRATEGY...2020/10/06 · Instacart, BigBasket Tesco Homeplus Amazon Go JD stores ef New...
37
CONNECTED STRATEGY BUILDING CONTINUOUS CUSTOMER RELATIONSHIPS FOR COMPETITIVE ADVANTAGE BY NICOLAJ SIGGELKOW AND CHRISTIAN TERWIESCH
Transcript of CONNECTED STRATEGY...2020/10/06 · Instacart, BigBasket Tesco Homeplus Amazon Go JD stores ef New...
CONNECTED STRATEGY
BUILDING CONTINUOUS CUSTOMER
RELATIONSHIPS FOR
COMPETITIVE ADVANTAGE
BY NICOLAJ SIGGELKOW AND CHRISTIAN
TERWIESCH
Contents
FIGURE 1-1 4
FIGURE 2-1 4
FIGURE 2-2 5
FIGURE 2-3 5
TABLE 2-1 6
TABLE 2-2 6
WORKSHEET 3-1 7
WORKSHEET 3-2 8
FIGURE 4-1 9
FIGURE 4-2 10
FIGURE 4-3 11
FIGURE 4-4 12
FIGURE 4-5 13
TABLE 4-1 14
TABLE 4-2 15
FIGURE 5-1 16
FIGURE 5-2 16
FIGURE 5-3 16
FIGURE 5-4 17
TABLE 5-1 17
FIGURE 5-5 18
WORKSHEET 6-1 19
WORKSHEET 6-2 20
WORKSHEET 6-3 21
WORKSHEET 6-4 22
WORKSHEET 6-5 23
WORKSHEET 6-6 24
FIGURE 7-1 25
FIGURE 7-2 25
FIGURE 7-3 26
FIGURE 7-4 26
FIGURE 7-5 27
FIGURE 7-6 28
TABLE 9-1 29
FIGURE 9-1 31
TABLE 9-2 32
WORKSHEET 10-1 33
WORKSHEET 10-2 34
WORKSHEET 10-3 35
WORKSHEET 10-4 36
WORKSHEET 10-5 37
Connected customer relationship Connected delivery model
Recognize Request Respond Connection architecture
Technology infrastructure
Revenue model
Repeat
FIGURE 1-1
The connected strategy
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High
High Low
Low
Will
ingn
ess-
to-p
ay
Fulfillment costs
Farmers’market
Tesco
Aldi
Efr
ficiencyrf ontie
FIGURE 2-1
Efficiency frontier
4
High
High Low
Low
Will
ingn
ess-
to-p
ay
Fulfillment costs
Farmers’market
Tesco
Aldi
Blue Apron
New efficiency
frontier
Old efficiencyfrontier
FIGURE 2-2
Pushing out the efficiency frontier
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High
High Low
Low
Will
ingn
ess-
to-p
ay
Fulfillment costs
Farmers’market
Tesco
Aldi
Blue Apron
Alibaba Hema
Instacart, BigBasketTesco Homeplus
Amazon GoJD stores
efNew
rficiencyf ontier
efOld
rficiency
f ontier
FIGURE 2-3
New efficiency frontier in the grocery industry
5
TABLE 2-1
Benefits of creating deeper connections
Connection Status quo cab “Connected cab”
Passenger to vehicle Flagging, dispatcher, taxi stand
App
Payment Cash, credit card Automated in- app purchase
Vehicle to vehicle Dispatcher, two- way radio GPS tracking, fleet management system
<rsp>3</rsp> Improvements <rsp>3</rsp> • More con ve nient ordering• No wasted time for payment• Better routing
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TABLE 2-2
Benefits of creating new connections
Connection Status quo Ride hailing
Passenger to vehicle
Payment
Vehicle to vehicle
Vehicle to vehicle outside the fleet
Idle drivers and unused vehicles
Passenger to passenger
Driver to driver
Flagging, dispatcher, taxi stand
Cash, credit card
Dispatcher, two- way radio
—
—
—
—
App
Automated in- app purchase
GPS tracking, fleet management system
Connects all vehicles on the platform
Connects to drivers who are pres-ently not driving
Crowdsource driver reputations
Passenger ratings leading to driver safety
Improvements rsp>— • Higher vehicle utilization• No medallion needed• No wasted time for driver to
pick up and drop off car at thebeginning and end of shift
6
Co
nsum
pti
on
utili
ty: H
owha
pp
y is
the
cus
tom
er w
ith t
hep
rod
uct
or s
ervi
ce?
Per
form
ance
Fit
Usa
ge c
osts
ove
rp
rod
uct
life
Mai
nten
ance
cos
tsov
er p
rod
uct
life
Loca
tion
Tim
ing
Co
st o
f o
wne
rshi
p: H
ow m
uch
doe
sit
cost
the
cus
tom
er t
o us
e an
d m
aint
ain
the
pro
duc
t?
Acc
essi
bili
ty: H
ow e
asy
is it
for
the
cust
omer
to
get
the
pro
duc
t or
ser
vice
?
WO
RK
SH
EE
T 3
-1
Iden
tify
will
ing
nes
s- to
- pay
dri
vers
of
you
r cu
sto
mer
s
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7
High
High Low
Low
Will
ingn
ess-
to-p
ay
Fulfillment costs
WORKSHEET 3-2
The efficiency frontier for your industry
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8
Rec
og
nize
the
cus
tom
er n
eed
Late
ntne
ed
Why
doe
s th
e cu
stom
er e
ngag
ein
the
inte
ract
ion?
Ho
w d
oes
the
cust
omer
go
abou
t id
entif
ying
, ord
erin
g,an
d p
ayin
g fo
r th
e d
esire
d p
rod
uct?
Wha
t p
rod
ucts
and
ser
vice
s ar
ep
rovi
ded
to
the
cust
omer
?
Aw
aren
ess
of n
eed
Sea
rch
for
optio
ns t
ofu
l�ll
the
need
Dec
ide
onfa
vorit
eop
tion
Pla
ceor
der
Pay
Rec
eive
good
/se
rvic
e
Exp
erie
nce
good
/se
rvic
e
Pos
t-p
urch
ase
exp
erie
nce
Req
uest
the
des
ired
op
tion
Res
po
nd a
nd p
rovi
de
the
des
ired
op
tion
FIG
UR
E 4
-1
Th
e th
ree
ph
ases
of
the
cust
om
er jo
urn
ey
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9
Cus
tom
er
Fir
m
Aw
aren
ess
of
need
Sea
rch
for
op
tions
to
ful�
ll th
ene
ed
Dec
ide
on
favo
rite
op
tion
Pla
ce o
rder
and
pay
fo
rth
is o
ptio
n
Rec
eive
pro
duc
t
Exp
erie
nce
go
od
/se
rvic
e
Po
st-
pur
chas
eex
per
ienc
e
Sup
po
rtR
ecei
veo
rder
Ful
l�ll
the
ord
er
FIG
UR
E 4
-2
Th
e re
spo
nd
- to
- des
ire
con
nec
ted
cu
sto
mer
exp
erie
nce
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10
Cus
tom
er
Fir
m
Aw
aren
ess
of
need
Sta
rt t
hese
arch
fo
ro
ptio
ns t
ofu
l�ll
the
need
Dec
ide
on
favo
rite
op
tion
Pla
ce o
rder
and
pay
fo
rth
is o
ptio
n
Rec
eive
pro
duc
t
Exp
erie
nce
go
od
/se
rvic
e
Po
st-
pur
chas
eex
per
ienc
e
Sup
po
rt
Sup
po
rtcu
sto
mer
in s
earc
hp
roce
ss
Rec
om
men
da
set
of
op
tions
Rec
eive
ord
erF
ull�
ll th
eo
rder
FIG
UR
E 4
-3
Th
e cu
rate
d o
ffer
ing
co
nn
ecte
d c
ust
om
er e
xper
ien
ce
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11
FIGURE 4-4
The coach be hav ior connected customer experience
Customer
Firm
Behaviorchange
Decidewhich
action totake
Post-behavior
experience
SupportRecommend
a set ofactions
Awarenessof need
Analyzewhat isknown
about need
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12
Cus
tom
er
Fir
m
Aw
aren
ess
of
need
Ana
lyze
wha
t is
kno
wn
abo
ut n
eed
Dec
ide
on
mo
stap
pro
pri
ate
op
tion
Pla
ce o
rder
for
this
op
tion
Rec
eive
pro
duc
t
Exp
erie
nce
go
od
/se
rvic
e
Po
st-
pur
chas
eex
per
ienc
e
Sup
po
rtF
ull�
ll th
eo
rder
FIG
UR
E 4
-5
Th
e au
tom
atic
exe
cuti
on
con
nec
ted
cu
sto
mer
exp
erie
nce
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13
TABLE 4-1
Information flow dimensions for dif fer ent customer experiences
Buy- what- we- have
Respond- to- desire
Curated offering
Coach be hav ior
Automatic execution
Trigger of information flow
Customer Customer Customer Firm Firm
Frequency of information flow
Episodic Episodic Increased Continuous Continuous
Richness of information flow
Low Low Medium High High
Customer effort to send information
High Reduced Reduced None None
Information pro cessing to find preferences
All prefer-ences expressed explic itly by the customer
All prefer-ences expressed explic itly by the customer
Firm makes recommen-dations to the customer
Firm at-tempts to drive very specific customer action
Firm autono-mously takes action for the customer
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14
TABLE 4-2
Domains of application for the four connected customer experiences
Type of connected customer experience Description
Key capability
Works best when
Works best for
Respond- to- desire
Customer ex-presses what she wants and when
Fast and effi-cient response to the incoming orders
Customers are knowledgeable
Customers who don’t want to share too much data and want to be in control
Curated offering
Firm offers a tailored menu of options to the customer; final choice rests with the customer
Making good recommenda-tions
The set of op-tions is large, potentially overwhelming for the customer
Customers who are fine sharing some data but still want to have final say in decisions
Coach be hav ior
Firm nudges customer to adjust her im-mediate pref-erences, either to obtain some larger goal or to reduce ful-fillment costs
Understanding latent customer needs and how they are (not) related to the immediate actions
Customers have inertia and other bi-ases keeping them from achieving what is best for them
Customers who do not mind sharing personal data and an en-vironment that influences their be hav ior
Automatic execution
Firm monitors, then executes the fulfillment pro cess with-out action from customer
Monitoring the customer and translating incoming data into action
Customer be-hav ior is very predictable and costs of mistakes are small
Customers who do not mind sharing personal data and having firms making de-cisions for them
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15
High
High Low
Low
Will
ingn
ess-
to-p
ay
Fulfillment costs
Personaltutor
Regularclassroom
Lecturehall
Efficiencyfrontier
FIGURE 5-1
The traditional efficiency frontier in education
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Recognize Request Respond
Repeat
FIGURE 5-2
Learning at the level of the individual customer
Recognize Request Respond
Repeat
FIGURE 5-3
Population- level learning
16
FIGURE 5-4
The why- how ladder for cardiology prob lems
In the eyes of the customer, the purpose of the relationship with our firm is to . . .
Why
How
. . . obtainaccess to acardiologist
. . . receivesupport forsticking tomedication
regimen
. . . beencouraged
and supportedto live anactive life
. . . stay healthy
. . . avoidfrustrations in
schedulingvisits
. . . receiveguidance froma cardiologistat convenient
location
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TABLE 5-1
The four levels of customization created by the repeat dimension
Level Impact on willingness- to- pay Impact on cost
Level 1: Create unified customer experiences across episodes
Level 2: Improve cus-tomization based on past interactions
Level 3: Learn at the population level to enhance product offerings
Level 4: Become a trusted partner to the customer
Customer is treated as one person across channels and transactions
Ability to identify offerings that ad-dress the willingness- to- pay drivers most impor tant to the par tic u lar customer
Higher- valued offerings based on i nferring customer needs
Addressing more fundamental needs allows for alternative solu-tions and early interventions
Avoids manual weaving together of experiences
Avoids costly itera-tions in case of fail-ure to fulfill the need
Data- driven approach to innovation
More efficient use of resources, as solution space is broadened
17
●B
ette
r und
erst
and
apa
rticu
lar c
usto
mer
’scu
rren
t and
dee
per n
eeds
●H
elp
cust
omer
und
erst
and
and
expr
ess
his/
her n
eeds
●Im
prov
e as
sortm
ent o
fav
aila
ble
prod
ucts
●C
reat
e ne
w p
rodu
cts
Bet
ter f
itbe
twee
npr
oduc
ts a
ndne
eds
Mor
e in
tera
ctio
ns w
ith a
cus
tom
erLe
arn
abou
tO
NE
indi
vidu
al
Lear
n ab
out
MAN
Y in
divi
dual
s
Mor
e ne
w c
usto
mer
s
Abili
ty to
mov
e up
the
hier
arch
y of
need
s
FIG
UR
E 5
-5
Th
e p
osi
tive
lear
nin
g f
eed
bac
k lo
op
s cr
eate
d b
y th
e re
pea
t d
imen
sio
n
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18
WO
RK
SH
EE
T 6
-1
Cu
sto
mer
jou
rney
Why
doe
s th
e cu
stom
er e
ngag
ein
the
inte
ract
ion?
How
doe
s th
e cu
stom
er g
o ab
out i
dent
ifyin
g,or
derin
g, a
nd p
ayin
g fo
r the
des
ired
prod
uct?
Wha
t pro
duct
s an
d se
rvic
es a
repr
ovid
ed to
the
cust
omer
?
Late
nt n
eed
Awar
enes
sof
nee
dSe
arch
for
optio
nsD
ecid
e on
optio
nsO
rder
and
pay
Rec
eive
Expe
rienc
ego
od/
serv
ice
Post
-pu
rcha
seex
perie
nce
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19
WO
RK
SH
EE
T 6
-2
Will
ing
nes
s- to
- pay
dri
vers
an
d c
ust
om
er p
ain
po
ints
at
each
sta
ge
of
the
cust
om
er jo
urn
ey
Why
doe
s th
e cu
stom
er e
ngag
ein
the
inte
ract
ion?
How
doe
s th
e cu
stom
er g
o ab
out i
dent
ifyin
g,or
derin
g, a
nd p
ayin
g fo
r the
des
ired
prod
uct?
Wha
t pro
duct
s an
d se
rvic
es a
repr
ovid
ed to
the
cust
omer
?
Late
nt n
eed
Awar
enes
sof
nee
dSe
arch
for
optio
nsD
ecid
e on
optio
nsO
rder
and
pay
Rec
eive
Expe
rienc
ego
od/
serv
ice
Post
-pu
rcha
seex
perie
nce
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20
WO
RK
SH
EE
T 6
-3
Info
rmat
ion
flo
ws
at e
ach
stag
e o
f th
e cu
sto
mer
jou
rney
Why
doe
s th
e cu
stom
er
enga
ge in
the
inte
ract
ion?
How
doe
s th
e cu
stom
er g
o ab
out i
dent
ifyin
g,
orde
ring,
and
pay
ing
for t
he d
esire
d pr
oduc
t?W
hat p
rodu
cts
and
serv
ices
are
prov
ided
to th
e cu
stom
er?
Late
nt n
eed
Awar
enes
sof
nee
dSe
arch
for
optio
nsD
ecid
e on
optio
nsO
rder
and
pay
Rec
eive
Expe
rienc
ego
od/
serv
ice
Post
-pu
rcha
seex
perie
nce
Des
crip
tion
ofin
form
atio
n
Trig
ger
Freq
uenc
y
Ric
hnes
s
Cus
tom
er e
ffort
Actio
n by
Impr
ovem
ent
idea
s
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21
WORKSHEET 6-4
The why- how ladder
In the eyes of the customer, the purpose of the relationship with our firm is to . . .
Why
How
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22
WO
RK
SH
EE
T 6
-5
Res
po
nse
s to
pai
n p
oin
ts a
nd
req
uir
ed in
form
atio
n
Coa
chbe
havi
orC
urat
ed o
fferin
g
Auto
mat
ed e
xecu
tion
Res
pond
-to-
desi
re
Late
nt n
eed
Awar
enes
sof
nee
dSe
arch
for
optio
nsD
ecid
e on
optio
nsO
rder
and
pay
Rec
eive
Expe
rienc
ego
od/
serv
ice
Post
-pu
rcha
seex
perie
nce
Res
pons
es to
pai
n po
ints
Req
uire
d In
form
atio
n
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23
Expe
rienc
e 1
Cus
tom
izat
ion
impr
ovem
ents
Opt
imiz
atio
n of
pro
duct
and
ser
vice
offe
ring
Cre
atio
n of
new
pro
duct
s an
d se
rvic
es
Effic
ienc
y im
prov
emen
ts
Expe
rienc
e 2
Expe
rienc
e 3
Expe
rienc
e 4
Fulfi
llmen
t of d
eepe
rcu
stom
er n
eeds
WO
RK
SH
EE
T 6
-6
Lea
rnin
g f
rom
rep
eate
d c
ust
om
er e
xper
ien
ces
588-77183_ch01_3P.indd 143 02/28/19 2:24 PM
24
Connected producer Customers
Information
Product,service
Individuals (B2C)
Firms (B2B)
FIGURE 7-1
Connection architecture for a connected producer
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Suppliers Connected retailer Customers
Information
Product,service
Individuals (B2C)
Firms (B2B)
FIGURE 7-2
Connection architecture for a connected retailer
25
Customers
Connected market maker
Suppliers
Product, service
Referral Information
Individuals (B2C)
Firms (B2B)
FIGURE 7-3
Connection architecture for a connected market maker
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Customers
Crowd orchestrator
Suppliers
Product, service
Referral Information
Individuals (B2C)
Firms (B2B)
FIGURE 7-4
Connection architecture for a crowd orchestrator
26
P2P network creator
Information
Third parties—e.g.,
advertisers,potential
employers
Complementaryproducts and
services owned byP2P network
creator
Product, service
Individuals
FIGURE 7-5
Connection architecture for a P2P network creator
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27
FIG
UR
E 7
-6
Co
nn
ecte
d s
trat
egy
mat
rix
Con
nect
edpr
oduc
er
Res
pond
-to-
desi
re
Cur
ated
offe
ring
Coa
chbe
havi
or
Auto
mat
icex
ecut
ion
Con
nect
edre
taile
rC
onne
cted
mar
ket m
aker
Cro
wd
orch
estr
ator
P2P
netw
ork
crea
tor
588-77183_ch01_3P.indd 169 02/28/19 2:24 PM
28
TAB
LE
9-1
Two
dim
ensi
on
s fo
r d
eco
nst
ruct
ing
a c
on
nec
ted
str
ateg
y
Rec
og
nize
Req
ues
tR
esp
on
dR
epea
tC
on
nec
tio
n ar
chit
ectu
reR
even
ue
mo
del
Be
co
me
awa
re o
f th
e n
ee
d
Sea
rch
an
d d
ec
ide
on
op
tio
n
Ord
er
Pay
Re
ce
ive
Exp
erie
nce
Aft
er
sale
Lea
rn a
nd
im
pro
veC
on
ne
ct
pa
rtie
s in
e
co
syst
em
Mo
net
ize
cu
sto
me
r re
lati
on
ship
Se
nse
No
tice
the
amo
unt
of
coff
ee le
ft
in t
he
pan
try
Rec
eive
in-
form
atio
n ab
out
cu
rren
t co
f-fe
e p
rice
s fr
om
nea
rby
reta
ilers
Mak
e su
re t
he
des
ired
ite
m is
av
aila
ble
Che
ck c
ur-
rent
cas
h b
alan
ce in
b
ank
acco
unt
No
tice
arri
val o
f d
eliv
ery
No
tice
hom
e ow
ner
ap-
pro
achi
ng
the
fro
nt
do
or
Mea
sure
ch
ang
e o
f he
art
rate
an
d p
upil
dila
tion
a fte
r fir
st
sip
of
coff
ee
Iden
tify
the
user
whe
neve
r sh
e d
rink
s co
f-fe
e, r
egar
dle
ss
of l
oca
tion
Sen
se o
rder
-in
g ne
eds
of
near
by
hom
es
Che
ck t
he
func
tiona
lity
of t
he
coff
eem
aker
Tra
nsm
itS
end
qua
n-tit
y in
form
a-tio
n to
co
mp
utin
g sy
stem
Get
tho
se
pri
ces
ont
o th
e ce
ntra
l sy
stem
Sen
d o
rder
to
ret
aile
rC
om
bin
e ac
coun
t st
atus
with
p
roje
cted
g
roce
ry
ord
ers
Sen
d id
en-
tity
info
r-m
atio
n to
ce
ntra
l sy
stem
Sen
d a
rriv
al
info
rmat
ion
fro
m d
oo
r to
ser
ver
Sen
d in
-fo
rmat
ion
to e
dg
e co
mp
utin
g sy
stem
Sen
d id
entit
y an
d p
refe
renc
e in
form
atio
n to
ce
ntra
l sys
tem
Po
ol n
eig
h-b
orh
oo
d in
-fo
rmat
ion
to
one
ser
ver
Sen
d s
tatu
s re
po
rt a
bo
ut
coff
eem
aker
to
ser
vice
p
rovi
der
588-77183_ch01_3P.indd 202 02/28/19 2:24 PM
29
TAB
LE
9-1
(c
on
tin
ue
d)
Rec
og
nize
Req
ues
tR
esp
on
dR
epea
tC
on
nec
tio
n ar
chit
ectu
reR
even
ue
mo
del
Be
co
me
awa
re o
f th
e n
ee
d
Sea
rch
an
d d
ec
ide
on
op
tio
n
Ord
er
Pay
Re
ce
ive
Exp
erie
nce
Aft
er
sale
Lea
rn a
nd
im
pro
veC
on
ne
ct
pa
rtie
s in
e
co
syst
em
Mo
net
ize
cu
sto
me
r re
lati
on
ship
An
aly
zeC
om
par
e w
ith t
arg
et
qua
ntiti
es
Loo
k at
p
rice
s an
d
volu
me
dis
-co
unts
, po
-te
ntia
lly
fact
ori
ng in
tr
avel
pla
ns
If d
esire
d
item
is n
ot
avai
lab
le
fro
m p
re-
ferr
ed
sour
ce,
find
bes
t al
tern
ativ
e
Loo
k fo
r p
ote
ntia
l ac
coun
t ov
erru
ns
and
po
s si-
ble
loya
lty
rew
ard
s
Mak
e su
re
that
del
iv-
ery
has
bee
n au
tho
rize
d
Iden
tify
the
per
son
in
fro
nt o
f the
d
oo
r
Ass
ess
del
ight
of
user
with
co
ffee
b
rand
us
ing
phy
sio
log
-ic
al
mea
sure
-m
ents
Ana
lyze
co
ffee
p
refe
renc
es—
e.g.
, dep
end
-in
g o
n tim
e o
fd
ay
Eva
luat
e el
igi-
bili
ty fo
r g
roup
d
isco
unts
Mak
e d
eci-
sio
n w
hen
to
send
co
ffee
-m
aker
re
pla
cem
ent
Rea
ct
Dec
ide
it is
tim
e to
sta
rt
the
req
uest
m
od
ule
for
reo
rder
ing
Act
ivat
e o
rder
m
od
ule
Pla
ce
ord
er fo
r a
par
t ic u l
ar
item
and
p
rovi
de
ship
pin
g ad
dre
ss
Exe
cute
p
aym
ent
Pro
vid
e ac
-ce
ss t
o p
antr
y o
r co
ffee
m
achi
ne
Op
en t
he
do
or
and
ac
tivat
e co
ffee
b
rew
ing
Feed
re-
sults
into
re
pea
t m
od
ule
Feed
res
ults
in
to r
eque
st
mo
dul
e an
d
help
co
ffee
ro
aste
rs t
o im
-p
rove
the
ir p
rod
uct
Neg
otia
te
spec
ial p
rice
w
ith r
etai
ler
Sen
d c
off
ee
mac
hine
re-
pla
cem
ent
whe
n ne
cess
ary
Not
e: E
ach
cell
corr
esp
ond
s to
a s
pec
ific
sub
func
tion
in t
he c
off
ee- b
rew
ing
scen
ario
. The
tab
le is
bes
t re
ad c
olu
mn
by
colu
mn.
588-77183_ch01_3P.indd 203 02/28/19 2:24 PM
30
FIG
UR
E 9
-1
Cla
ssifi
cati
on
tree
fo
r th
e su
bfu
nct
ion
“id
enti
fy a
per
son”
Actio
n of
use
rre
quire
d
Mac
hine
Actio
n of
use
rno
t req
uire
d
On-
site
Rem
ote
Pers
onon
-site
Rem
ote
door
man
Bas
ed o
not
her
Com
bina
tion
of g
ait
and
pers
onal
bod
yod
or
3-D
face
reco
gniti
on
2-D
face
reco
gniti
on
Sens
e pr
oxim
ityvi
a B
luet
ooth
Sens
e pr
oxim
ityvi
a ne
ar-f
ield
com
mun
icat
ion
Bas
ed o
nim
age
Key
card
Ente
r pin
cod
e
Eye
scan
Fing
erpr
int
With
IDde
vice
With
out I
Dde
vice
Hum
an
How
to id
entif
ya
pers
on?
Activ
ebi
omet
ric
588-77183_ch01_3P.indd 207 02/28/19 2:24 PM
31
TABLE 9-2
Se lection of alternatives for “identify person” subfunction
Technology Con ve nienceSafety/reliability Cost Applied in . . . Comments
Human at door ++ ++ – – Hotels
Human remote + + – Building access
Key card – ++ + Hospitals
Enter pin code – – ++ Gym
Fingerprint – ++ + Phone
Eye scan – – ++ – Global borderentry
Sense device proximity using near- field communication
++ + + Car keys
Sense device proximity using Bluetooth
++ + + Wawa
2- D face recognition ++ + + Hotels
3- D face recognition ++ ++ + High- end phone
Combination of step pattern and smell
++ ? – – Security dog Technically not yet feasible
Notes: ++ = very good; + = good; – = poor; – – = very poor; ? = unknown.
588-77183_ch01_3P.indd 209 02/28/19 2:24 PM
32
WO
RK
SH
EE
T 1
0-1
Th
e co
nn
ecte
d s
trat
egy
mat
rix:
Inve
nto
ry o
f yo
ur
and
yo
ur
com
pet
ito
rs’ a
ctio
ns
Con
nect
edpr
oduc
er
Res
pond
-to-
desi
re
Cur
ated
offe
ring
Coa
chbe
havi
or
Auto
mat
icex
ecut
ion
Con
nect
edre
taile
rC
onne
cted
mar
ket m
aker
Cro
wd
orch
estr
ator
P2P
netw
ork
crea
tor
588-77183_ch01_3P.indd 219 02/28/19 2:24 PM
33
Con
nect
edpr
oduc
er
Res
pond
-to-
desi
re
Cur
ated
offe
ring
Coa
chbe
havi
or
Auto
mat
icex
ecut
ion
Con
nect
edre
taile
rC
onne
cted
mar
ket m
aker
Cro
wd
orch
estr
ator
P2P
netw
ork
crea
tor
WO
RK
SH
EE
T 1
0-2
Th
e co
nn
ecte
d s
trat
egy
mat
rix:
Imag
ine
you
r co
m p
any
in e
ach
cell
588-77183_ch01_3P.indd 223 02/28/19 2:24 PM
34
WO
RK
SH
EE
T 1
0-3
Dec
on
stru
ct y
ou
r co
nn
ecte
d s
trat
egy
into
su
bfu
nct
ion
s
Rec
ogni
ze
Beco
me
awar
e of
the
need
Sear
ch a
ndde
cide
on
optio
n
Ord
erPa
yRe
ceiv
eEx
perie
nce
Afte
r sal
eLe
arn
and
impr
ove
Con
nect
parti
es in
ecos
yste
m
Mon
etize
cust
omer
rela
tions
hip
Sens
e
Tran
smit
Anal
yze
Rea
ct
Res
pond
Req
uest
Rep
eat
Con
nect
ion
arch
itect
ure
Rev
enue
mod
el
588-77183_ch01_3P.indd 226 02/28/19 2:24 PM
35
WO
RK
SH
EE
T 1
0-4
Po
s si b
le t
ech
no
log
ical
so
luti
on
s fo
r ea
ch s
ub
fun
ctio
n
Rec
ogni
ze
Beco
me
awar
e of
the
need
Sear
ch a
ndde
cide
on
optio
n
Ord
erPa
yRe
ceiv
eEx
perie
nce
Afte
r sal
eLe
arn
and
impr
ove
Con
nect
parti
es in
ecos
yste
m
Mon
etize
cust
omer
rela
tions
hip
Sens
e
Tran
smit
Anal
yze
Rea
ct
Res
pond
Req
uest
Rep
eat
Con
nect
ion
arch
itect
ure
Rev
enue
mod
el
588-77183_ch01_3P.indd 229 02/28/19 2:24 PM
36
WO
RK
SH
EE
T 1
0-5
New
tec
hn
olo
gic
al s
olu
tio
ns
that
wo
uld
en
able
a n
ew c
on
nec
ted
str
ateg
y
Rec
ogni
ze
Beco
me
awar
e of
the
need
Sear
ch a
ndde
cide
on
optio
n
Ord
erPa
yRe
ceiv
eEx
perie
nce
Afte
r sal
eLe
arn
and
impr
ove
Con
nect
parti
es in
ecos
yste
m
Mon
etize
cust
omer
rela
tions
hip
Sens
e
Tran
smit
Anal
yze
Rea
ct
Res
pond
Req
uest
Rep
eat
Con
nect
ion
arch
itect
ure
Rev
enue
mod
el
588-77183_ch01_3P.indd 230 02/28/19 2:24 PM
37
