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1

Customer Experience

Business

Model

Process

Social

Mobile

Cloud Data

IOT

VR

AI

Everything that can be digitized,

will be digitizedHow New Digital Masters Emerge &

Use Disruptive Technologies

www.inacademy.eu

Alar Kolk

EIA Partners & AlumniExtreme Accelerators

www.inacademy.eu

3/2/2016

2

Websites

E-Business

Digital Marketing

Digital Business

Autonomous Business

Val

ue

1990s 2000s 2010s 2020s

Build digital business

beyond digital

marketing

All products & services

will be digitally

re-mastered

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3

Social

Mobile

Cloud Data

IOT

VR

AI

Successful digital transformation comes not from developing new technologies but from taking advantage of new technologies that exist.

Every

Company

Is a Technology

Company

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4

MARKET10X

Risk / Innovation

Tesla-fication

TEC

HN

OLO

GY

10

X

Ris

k/In

no

vati

on

“ZER

O”

Ris

k-

Cu

sto

me

r lo

ck-i

n

-C

ash

co

w

AVERAGE Market Risk- Sci-Fi tech already built- Market mistrust- Long evangelization

Uber-ization

LOW TECH RISK- Market is ready- Generic tech platform- CX & Design

Disruption- 10X technology- 10X market

(transformation)

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Think 10X, not 10%

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2015 2018 2021

Global mobile traffic

Ericsson 2015. monthly ExaBytes

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Digital OpportunitiesHow to digitize your business & grow 10X?

10 X Growth More Profit – New Customers – Retention - Revenue

Processes

Customer X

Business Model How to change your existing business model to digital?

How to design & deliver a unique customer experience?

To what extent are your processes automated & digitized?

Digital Processes

- All processes will be digitally redesigned- Actions: Identify the process with the 10X growth potential

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Processes:- Redesign your industry- Service others- Different 10X- Data driven

You need:- Industry benchmark- Change agent- Disruption tools

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

Digital ProcessUse IoT & data to improve productivity

A Drone with visual & multispectral sensors collects various data to help monitor the health of vineyards. By running software algorithms, the drone can help to

determine the quality of grapes and productivity.

Analytics engine

Platform

Patterns

Anomalies

Reco-mendations

Visual & multispectral

sensors

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Digital ProcessUse IOT & data to grow 10X

Tweeting Trash Containers

ENEVO invented a waste sensor to track ifwaste containers are full or not. Sensorsallow to calculate the cost efficient“collecting plan”. ENEVO has been able tosave up to 50% of the cost + customercomplains have reduced 75%.

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

SkinVision is 1st CE certified skin cancer app using AI system

to analyze birthmarks & give recommendations to users.

Process

Customer X

Business M

Cloud

Mobile

Data

AI

Digital ProcessUse AI to service your customers

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Digital Process

Henn na Hotel AI robots reduce 90% of manpower to be “the

most efficient hotel in the world” - "The Ultimate in Efficiency.“

Use AI to service your customers

Process

Customer X

Business M

Cloud

Mobile

Data

AI

Customer Experience

- Everything that you do (and don’t do) impacts the CX- Action: Map down digital touch points in your customer journey

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Digital OpportunitiesHow to digitize your business & grow 10X?

10 X Growth Profit – New Customers – Retention - Revenue

Processes

Customer X

Business Model How to change your existing business model to digital?

How to design & deliver a unique customer experience?

To what extent are your processes automated & digitized?

42%

25%

12%

12%3%

The need to do so hasn’t come up or

been made a priority

We have not officially

researched the digital

customer journey but we

have updated digital

touch points with new

social and mobile

technologies and

investments

We’ve talked about the need to do so

but no one has taken the lead yet

We are researching customer

behavior now and waiting for

results to inform our digital

transformation strategy

We have completely mapped out the

customer journey within the last year

and have a clear understanding of

new digital touch-points

Which best describes your company’s efforts

around the customer journey/experience?

Altimeter, 2015

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Traditional Journeys

- Personas

- Linear

- Optimization focus

- Functional

- Episodic designed

- Static

- Survey & heuristic based

Digital Experiences

- Behavior-based segments

- Unpredictable, shared

- Strategic focus

- Emotional

- Continuously designed

- Dynamic, real-time

- Data-based

Designing Digital Consumer Experiences

Altimeter, 2015

Customer ExperienceUse cloud to connect your customers

The OneMindDogs is a dog training system in online. Dog

owners can train their dogs according to their time and needs

and use cloud to store articles and videos.

Get Mentally Connected with Your Dog!

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

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Customer ExperienceUse data to engage customers

Data collected through the check-in or booking process - to

better identify the demographics of each hotel and cater the

service to the segment of customers.

- Booking- Check-in

- Booking- Check-in

- Promotion- Ads

- EDMs

- Demographics- Contact info

SOURCE

DATA

USAGE

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

Digital Process + CXUse mobile to spark customers

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

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Customer ExperienceUse data & location to spark your customers

L’Occitane collects data on their customers (addresses, birthdays,

preferred communication methods, skin type etc.) and is now able to

deliver best-in class multi-channel messaging in real time and location.

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

User ExperienceUse IOT to engage customers

Built-in Bluetooth fridge magnet to order your favorite pizza with the push of a button.Sensor is pre-programmed with customer’s pizza preferences and returns a SMS toconfirm the order. In just 4 weeks deliveries increased by 500% times. Over 12 000mentions, 9 400 news stories worldwide and over $8m in free media.

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

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Think 10X experience:- Customer personas- Customer story- Link to channels - Use data

You need:- Customer Designer- X Architecture- Data/sw engineer- Tech tools- Content strategy

Voice Over AI Platforms Ready Today: Next Leap of The Customer Experience

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Content & Customer Experiences for VR

Oculus Rift, March, $599 HTC Vive Pre, March

Sony PlayStation VR, H1 ‘16

Samsun Gear VR, $99

Microsoft HoloLens, 2016 $3,000 Google Cardboard, $14

Business Model

- Transform your existing value proposition to digital one- Actions: invent new value proposition & develop new digital customer

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Digital OpportunitiesHow to digitize your business & grow 10X?

10 X Growth Profit – New Customers – Retention - Revenue

Processes

Customer X

Business Model How to change your existing business model to digital?

How to design & deliver a unique customer experience?

To what extent are your processes automated & digitized?

Think 10X Value:- Digital value creation- Customer shift - Digital customer- New revenue models- New channels

You need:- Customer Development- X Architecture- Business Model Canvas- Revenue model

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Business modelUse mobile to engage customers

Simple mobile app provides households with the opportunity to

enjoy wholesome home-cooked meals with no planning, no

shopping and no hassle required.

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

Business modelUse cloud to spark your customers

New online approach will change traditional business concept. Providing

service through the web will give unprecedented access for customers to the

”expensive” lawyer service.

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

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Business modelUse cloud to deliver your service

Sorry As A Service - Customer retention platform that enables

businesses to send apologies, measure, track and optimize

their retention activities and reduce churn.

Process

Customer X

Business M

Cloud

Mobile

Data

IOT

Business ModelUse AI to engage customers

Process

Customer X

Business M

Cloud

Mobile

Data

AIConversica is using artificial intelligence to cope with

manual time consuming tasks to handle deals in sales.

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Digital Organisation

- Transform your core competences- Actions: identify new skills & build a new culture

New Culture:- New Value Delivery- New roles- Digital attitudes

You need:- New Core Competences- Digital skills- Leadership- Roadmap

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Digital OrganizationHow to digitize your business & grow 10X?

Organization & Management Technology

- Culture- Skills

- Leadership- Roadmap

- Social- Cloud

- AI- VR

- Mobile- Data

- IOT- ML

Processes

Customer X

Business Model How to change your existing business model to digital?

How to design & deliver a unique customer experience?

To what extent are your processes automated & digitized?

DigiRuptorDIY canvas to build digital businesses

3/2/2016

22

Customer Experience

Business

Model

Process

Social

Mobile

Cloud Data

IOT

VR

AI

Everything that can be digitized,

will be digitizedHow New Digital Masters Emerge &

Use Disruptive Technologies

www.inacademy.eu

Alar Kolk