Is time the new enemy?Strategies for managing user interruption Monkeytalk, 28 April 2016

A short story about an annoying christmas

“With all the talk of digital transformation you’d think we’re in multichannel utopia, in reality every

brand and channel is disjointed”

Three big questions for us

Can we really trust brands with automation?

What matters to consumers and what are their behaviours?

Does connected services mandate a new approach and set of standards?

The poor consumer

Source: Quartz, QZ.com

2015 vs 2010 change in daily media consumption

Internet

Outdoor

Television

Cinema

Radio

Magazines

Newspapers -31%

-23%

-15%

-11%

-8%

3%

105%

Every single minute

Facebook users like 4,166,667

posts

Source: Domo data never sleeps 3.0

Every single minuteTwitter users send 347,222

tweets

Every single minute

YouTube users upload

300 hours of new content

Every single minute

Instagram users like1,736,111

photos

Every single minute

Pinterest users pin

9,722 images

Every single minute

Apple users download

51,000 apps

Every single minute

Netflix subscribers

stream 77,160 hours of video

Every single minute

Reddit users cast 18,327

votes

Every single minute

Amazon receives 4,310 unique visitors

Every single minuteVine users play

1,041,666 videos

Every single minuteTinder users

swipe 590,278 times

Every single minuteSnapchat users share 284,722

snaps

Every single minuteBuzzfeed users

view 34,150 videos

Every single minuteSkype users

make 110,040 calls

Every single minute

Uber passengers

make 694 rides

“We are intentionally bombarding our consumers with 490 minutes of media every day. That’s not

much of an experience.”

That’s 174 newspapers every

day of content

And how do they feel about sharing that data?

But that percentage drops to 27% if the business is

sharing data with a third party

Willingness to share data: 67% individuals are willing to share with companies

Source: Accenture 2015

If a better digital customer experience relies on sharing with the benefits of spending less time and

more relevant content, how could we encourage consumer to actively share between companies?

?

Trusting brands

Just what is trust?

The provider will do as it says

The provider will act in the consumers

interests

If something goes wrong, it will say so

and deal with it straightforwardly

Source: Charlie Mayfield, JLP

“With trust at an all time low, brands can not assume they can automate data transfer. To build credibility, the

brand has to only act in the consumers interests.”

We must take the consumer on a journey of trust. We

must seek permission. The service should be the

confidential silent gatherer.

“This seems to be happening a lot, would you like me to do

that for you?”

“All power and control of automation should reside clearly with the consumer”

Late running train to London, knows I buy coffee

at Charing Cross station. Meeting due in 15 minutes. Benefit: compensation and

time saving

case

Mercedes Benz links with Nest thermostat: set

heating based on location and temperature control. Benefit: the environment.

Making this happen is difficult – Technical complexity of accessing GPS, Diary, Purchase History, Bank, Loyalty

programmes, Notifications… what’s the biggest concern?

Privacy. Who gets access?

?

Time for new standards?

Brand + Brand =

ExperienceLocation + Activity + Permission to data

Brand (Physical)

Products and services

Brand (Physical)

Brand (Both)

Brand (Digital)

Brand (Digital)

Mobile OS open standard Passport Data encrypted and not available to

Telco or Manufacture

User manages usage and behaviour

Recording + request access Permission + Personalisation

Trust is the key here. We must take the customer on the journey of trust. Before complete automation we must seek permission: the OS can report ‘this seems to be happening a

lot, would you like me to do that for you?’ The power and control should reside clearly with the customer.

Internet of things Internet of activity

Waking up Eating Travelling

WorkingShopping

Finance

At home SleepingExercise

Remove pain Authorised Automate Reward

Processes that are manual, time consuming or repetitive

for the customer

Transparency between provider and customer where data is being recorded or used

Passing data between providers and services that

enables a joining-up of separate products

Time invested in using a service is rewarded by

unlocking and exclusivity

Irrespective of location or activity four themes

Retail banks, loyalty schemes, pension providers,

FCA

Consolidation between providers and analysis of

spending patterns to show a range of scenarios in changing

habits. Forecasts to predict future balances and automatically assign funds to savings and

pensions.

Fitness hardware, National Health Service, GP, Employer

Sleep quality linked with eating and exercise to

determine patterns. Suggested improvements to routine to

encourage better sleep and mental health. Flexitime working with

employer – stress and performance.

“Shared data is beneficial to the brand and consumer without being an intrusive personal

assistant #savetime #privacy”

What could this look like?

How will your brand interrupt the customer less and

become more relevant?

Thank you

@naughtynorth