after omni-channel: preparing for digital context | martie woods, roger beasley, mary putman, jill...
TRANSCRIPT
Moving Beyond OmniPreparing for Digital Context
MARTIEWoodsLead Strategist, Stone Mantel
Panel: The Digital Consumer Collaborative
MARYPutmanVP Digital Innovation Strategy, Hallmark
JILL GuttermanGlobal Customer Experience Strategy, 3M MARTIEWoods
Lead Strategist, Stone Mantel
Stone Mantel is the very best at
producing value from brand experiences We are a leading customer experience strategy firm focused on discovering what matters most to our clients’ customers, defining the requirements for products, services and experiences that matter, and validating the meaningful difference in consumers’ lives.
SHIFTS IN CONSUMER BEHAVIORAnd The Digital Consumer Collaborative
1THE JOB TO BE DONEBuilding Your Design Agenda on Consumer Demand2NEW BEHAVIOR PATTERNSHow Digital Has Changed…Well, Everything3
BEYOND OMNIAnd Onto Digital Context4
THE COLLABORATIVEA research-centered, collaborative approach designed to predict where the digital consumer is headed.
The Digital Consumer Collaborative Members
Become relevant
Be in the purchase consideration set
Combat multitasking
Know the customer journey
Design for Omni-Channel
How we used to talk….
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GamerShopper
TravelerTraveler
Gamer
Shopper
Big Aspirati
ons
Traveler
Shopper
GamerBig
Aspirations
Ethnography
What we are learningFROM ALL OF THIS INSIGHT
Because the goal is to shorten the gap between thinking and doing, consumers almost always will give up information about their behavior if they think the information will reduce steps required and help them accomplish a goal quicker.
Thought Job
Insight 1: Consumers are expecting to reduce the gap between thinking and doing.
Old: Become relevant
How we talk now….
Consumers don’t hire brands to become relevant. They hire brands to help them get stuff done by reducing the gap between thinking and doing.
Insight 1
Thought Job
Insight 2: Consumers surround themselves first, then make all sorts of micro purchases.
Consumers rely on a Queue to manage tasks, content, purchases and their day.
TIME
Thought
Job
QueuingThe thought-to-job interface that connects the person to multiple topics and tasks, creates the feeling of productivity and supports purchasing.
2. By understanding their queuing, you understand a lot about their behavior.
Decision-making doesn’t conform
to AIDA
Awareness Interest Decision Action
How we talk now….Old: Be in the purchase consideration set
Be in the Queue1. Helping consumers to keep track of things is a first, simple step to take.
3. Anticipate the jobs they need done.
Insight 2
Insight 3: Consumers are seeking to maximize their attention.
Thought JobThe more empowered people are to accomplish more in a short period of time, the more people meander. They move from thought to task to thought to another thought.
Rarely do they do one thing at a time. The question is what are they doing while interacting with your brand, app or other?
Embrace While
The more empowered people are to accomplish more in a short period of time, the more people meander. They move from thought to task to thought to another thought.
Rarely do they do one thing at a time. The question is what are they doing while interacting with your brand, app or other?
Old: Combat multitasking
How we talk now…. What is the power
of while?The power of while is the feeling of empowerment that consumers get when they engage with multiple tools at the same time…
AdjacenciesAdjacencies are activities consumers do while doing other activities. It may hinder the current activity, but consumers don’t mind.
OverlaysOverlays are activities that enhance the consumers experience and help them complete jobs.
Insight 3
Insight 4: Brands have less and less control over the customer journey.
Customer journeys are often depicted as linear routes that consumers follow in a purchase cycle. However, the constant state of moving between tasks means the consumer journey is more dynamic and interrupted than is often depicted.
Because they have so many tools available and because each consumer is an individual who is able to customize his or her digital activity to fit personal wants, consumers develop patterns for their activities. These patterns or strategies we call modes.
A mode is a manner or disposition of accomplishing a task. It is a general pattern for focusing and getting things done.
Digital Supports ModesInsight 4
Modes are behavioral, contextual, and surprisingly universally understood. They can be highly useful in predicting activity, design thinking, and driving cross-technology innovation.
CompetingImproving
Playing
SocializingOrganizing
Learning
Creating
Planning
Producing
Browsing/Exploring
Giving/Sharing
How we talk now….
Old: Know the Customer Journey
Insight 4
Demographics were first used in 1662. Psychographics were first used in World War 1. Personas were invented as design frameworks in the early 1990s. Customer Journey was conceptualized about the same time.
All of these data driven and design oriented means for profiling consumers were developed before mobile. But mobile changes the dynamics of decision-making.
Modes represent the first, truly digital approach to profiling consumer behavior in a way that supports consumers, aligns with what they value, and works across technologies.
Insight 5: Consumer behavior demands more than omni offers.
The infrastructure retailers are building for omni-channel will become the platform for digital context as sensors, data, new tools, social, and environments evolve into new systems.
The change in thinking behavior creates demand for digital contextOmni-Channel
gives the consumer the power to continue an activity, especially a transaction, across channels. To support
thinking and acting, companies need to focus on how digital consumers think—not just what they think. A key attribute of how they think is queuing.
1
2
3Digital Context gives the consumer the power to close the gap between thinking and acting and to do so in
the moment.
4
But consumers are constant multi-taskers with low attention spans. Seamlessness and simultaneity are leading to the next requirement: Your ability to support their desire to think and act.
Insight 5
Three Pillars of Digital ContextEnvironments
Sensor-driven physical environments that can respond to tools and modes.
ToolsDevices and apps, primarily mobile, that can access
personal data and respond to environments.
ModesBehavioral states that drive receptivity and determine what is valued.
Insight 5
How we talk now….
In two to three years, the focus will be on Digital Context. It is not just about mobile. It’s about how mobile (including wearables, sensors) media, data, and location come together. These forces create digital context.
Old: Design for Omni-Channel
Insight 5
Moving to NewFROM…… TO…….
1. Become relevant
2. Be in the consideration set
3. Strive for full attention
4. Customer Journey
5. Omni-Channel
Get the job done
Be in the Queue
Embrace While
Modes
Digital Context
>>>>>
