TrendWatching Webinar | The Future of Customer Experience

Read The Future of Customer Experience here: http://hubs.ly/H07R5xV0

To book a keynote with Max, the writer of The Future of Customer Experience – email: [email protected] for further information.

1. We’re halfway through 2017 …

2. 86% of business leaders agree that Customer Experience is vital for success. Harvard Business Review January 2017

3. It’s time to learn the rules of engagement!

4. One Fundamental Question … At any particular moment, you must decide if your brand’s offering is a stepping-stone on the way to experiences or if you are providing the experience itself.

5. At every encounter you must ask whether you are SAVING the customer’s attention or SEIZING it.

6. Your answer may change over the course of the customer journey. Yet fail to SAVE or SEIZE attention and you’ll end up wasting it.

7. WE’VE BEEN BUSY …

8. Automated, data-powered, seamless and happily forgotten: a CX strategy for the future.

9. WHY NOW?

10. ON-DEMAND DECADE

11. VERBAL INTELLIGENCE

12. STATUS VIA BUSYNESS “status inferences are driven by the belief that the busy individual has higher human capital characteristics and is scarcer and more in demand even for the subtler use of timesaving products and services .” ( Journal of Consumer Research, 2017)

13. 3

14. ATTENTION SAVING Thinking: Outsourced

15. AMAZON ECHO Voice-activated selfie camera dispenses fashion advice THINKING: OUTSOURCED

16. “ … customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better … ” Jeff Bezos, Destroyer of Worlds

17. DIGIT Service reaches half a billion dollars in automated savings THINKING: OUTSOURCED

18. PIRELLI Sensor tracks tire data and app automatically books appointments THINKING: OUTSOURCED

19. NUDGE FOR CHANGE People alerted when approaching a business that clashes with their values THINKING: OUTSOURCED

20. ATTENTION SAVING Customer Journeys: Shortened

21. ICA , POSTNORD & GLUE Groceries delivered directly to customers' fridges CUSTOMER JOURNEYS: SHORTENED

22. 63% of consumers around the globe would allow home sensors to automatically order more goods. Accenture Strategy May 2017

23. WARBY PARKER Vision test app lets customers check prescriptions remotely CUSTOMER JOURNEYS: SHORTENED

24. BINGOBOX Staff-free convenience store opens in China CUSTOMER JOURNEYS: SHORTENED CUSTOMER JOURNEYS: SHORTENED

25. ATTENTION SAVING Pain Points: Eradicated

26. L’ORÉAL Facebook bot allows people to choose the perfect gift PAIN POINTS: ERADICATED

27. QATAR AIRWAYS Airlines offer free loaner laptops on flights in response to US ban PAIN POINTS: ERADICATED

28. BBVA BANCOMER Mobile banking apps available to use data-free PAIN POINTS: ERADICATED

29. HERMES PARDINI VR experience turns children's vaccines fear into entertainment PAIN POINTS: ERADICATED

30. FINERY Digital closet organizes outfits and manages purchases PAIN POINTS: ERADICATED

31. WHAT NEXT?

32. Go Off The Map Make Multitasking Easy Guilt: Outsourced Don’t Be Evil

33. Your customers are masters at collecting experiences. Only the best deserve their attention.

34. WHY NOW?

35. BROKEN RULES OF ENGAGEMENT @ maxluthy

36. STATUS SANDCASTLES

37. CONNOISSEUR MASSES

38. 3

39. ATTENTION SEIZING Shock and Awe

40. MEXICO Tourist board's installation makes it rain tequila SHOCK AND AWE

41. AIR FRANCE, ADIDAS AND CITADIUM Airline's sneaker promotion encourages kids to visit their parents SHOCK AND AWE

42. OECHSLE Peruvian retailer raises prices on products moms don't want SHOCK AND AWE

43. BURGER KING Fast food chain lets video gamers order food while playing SHOCK AND AWE SHOCK AND AWE CUSTOMER JOURNEYS: SHORTENED

44. #BURGERCLAN

45. ATTENTION SEIZING Self-Improvement Stories

46. CHROMAYOGA Chromatherapy yoga classes induce trance-like state SELF-IMPROVEMENT STORIES

47. THE MET Art museum hosts after hours curated workouts SELF-IMPROVEMENT STORIES

48. KEMET Six minute educational shows broadcast at Cairo's subway stations SELF-IMPROVEMENT STORIES

49. RYU Fitness brand's discounts reward active customers SELF-IMPROVEMENT STORIES

50. ATTENTION SEIZING Experience Theaters

51. HYUNDAI CARD Credit card company opens dedicated cooking space EXPERIENCE THEATERS

52. MINI Car manufacturer launches creative maker space EXPERIENCE THEATERS

53. APPLE Apple offers free educational sessions at all stores EXPERIENCE THEATERS

54. “We’re creating a modern-day town square, where everyone is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skill to the next level.” Angela Ahrendts, SVP Retail

55. Personal, Contextual, Unforgettable Less Fuss, More Attention Seize With Substance Questification

56. HYBRID THEORY It’s unlikely your optimal strategy is to be a SAVER at every step in the customer journey, or a SEIZER throughout.

57. HYBRID HERO

58. At every encounter you must ask whether you are SAVING the customer’s attention or SEIZING it.

59. Much more to come …

60. TILL NEXT TIME! Maxwell Luthy, Director of Trends & Insights [email protected]