This is a final post with learnings from my trip to The Future of Storytelling (FOST) Summit in New York. My thanks for inspirations offered by Don Hahn, Melissa Kelly, Andrew Peters and my friend and virtual reality savant David Polinchock.
Imagine that I told you the story of Snow White. But I’d do it in a fragmented way. I would tell you some parts over Twitter. A bit in a 90-second YouTube video. Some more on a highway billboard as you drove to work. To add to the complexity, we wouldn’t make an appointment to talk. I’d shout out at random, unannounced moments in your week.
With this approach, you’d probably miss a large part of the story. You might think it was a tale about mining conditions for dwarfs. About a narcissistic queen and her mirror. A murderous huntsman. A young woman that sings to animals. Or, worst case, a lady serial-killer selling apples.
SHALL WE STOP FOOLING OURSELVES?
The above may sound like ineffective storytelling. But it is a reality for every brand and corporate communication professional. There is a complex, often layered story to tell. But it must live in rushed videos, limited character tweets and glossy websites which no one reads anymore.
Despite best efforts, only very few customers, stock market analysts and even employees ever hear a company’s full story. Snow White hits the radar. The apple may stick too. But most of us miss out on Sleepy’s goofiness or the Queen's complicated relationship with the huntsman.
This is problematic because a brand’s personality is all about this nuance. Without these colourful touches, every story it tells sounds the same and becomes a commodity. This, in turn, makes even more people tune out.
THE ANSWER IS STARING US IN THE FACE
The performing arts have solved the above storytelling problem for thousands of years. Their solution still works today. If they want an audience to hear a story, they don’t push it across 50 channels. They concentrate it in its purest form and ask the audience to come to them.
I am increasingly of the belief that this can also work for brands. That marketers can break the self-destructive cycle of forcing their messages on an ever more elusive and disinterested audience. That, like the arts, they can invite their audience to join them willingly by investing in immersive media and experiences. By telling stories which people want to hear.
These can take many forms. Physical spaces. Virtual/augmented reality environments. Long-form copy (aka. books). Podcasts. ARG’s. Story-worlds. Or the often ignored, but oh-so-immersive silver screen of cinema. I probably missed a few.
SHALL WE PLAY A NEW GAME?
Unfortunately, these immersive experiences won’t fit the reach addicted communication formats that force us to dumb down stories into 30-second or 140-character formats.
They require us to replace our message-centric communication models with an audience-centric approach. Stop focusing on the stories we want to tell, but craft the stories our audience wants/needs to hear. Quit chasing hypothetical GRP’s, but embrace and move smaller, real audiences. Rely on them to tell our story to the world.
We need to start crafting (immersive) experiences that are meaningful, memorable and shareable. As this is a standard that most of the current marketing and communication initiatives fail to achieve, marketers and agencies need to raise the bar. Play a new game.
WHAT IF AUDIENCES EMBRACED YOU
This mind-shift will take effort. Audience-centricity, meaning and the careful crafting of experiences don’t always fit in the hectic world of campaigns and KPIs. Advertising has become a machine and the world I describe above, doesn't really fit the mould.
But I firmly believe that the brands that dare to be different will gradually, and sustainably overcome many of the communication challenges they face today.
Instead of hunting audiences, I see a world in which customers willingly give their time. Immerse themselves in real, imaginary or virtual brand environments because they want to experience them. And once they have been touched, they tell their friends about it.
After all, who of us wouldn’t want their brand’s story to be as familiar as Snow White?
If you're a (marketing) executive and you find this message resonates, do get in touch. I'm currently still shaping my thoughts on this topic, so perhaps we can experiment and co-create in 2018.
Also check out my other two lessons from the Future of Storytelling:
This article first appeared on www.alainthys.com. All rights reserved.
Lately, I've been wondering a lot about the future of CX. Notably about what lies beyond our current pre-occupation with the customer's voice, journey mapping and getting better at what we should be doing anyway.
To many questions, I can't find a quality response. So I summarised the main ones in this article, in the hope that you might have some answers, or at least thoughts that could help us all to solve the puzzle.
If you do, I'd appreciate if you could share them in the comments, or even better by joining the team from Insites Consulting and myself on Customerfest. This is an online experiment where customerati from all over the world try to co-create the future of customer experience. Either way, I'd love to hear your views.
Also if you are of the opinion that I ask too many questions ;-)
I've been asking myself a lot of questions about the future of customer experience. Four, I seem to be unable to answer by myself. So I thought I'd share them in the hope that you could throw in your 2 cents to solve them.
You can do this in the comment section below. Or even better, by joining www.customerfest.eu. This is an online co-creation experiment I've set up with my friends at Insites Consulting. It's free. It’s educational and it promises to be great fun.
Either way, I'd love to hear your views. Also if you are of the opinion that I ask too many questions ;-)
Question 1: How do we pick the right technologies to enhance our customer’s experience?
A tsunami of technologial change is coming our way. Every day, new developments in AI, 3D printing, genetics, IoT and more hit our newsfeeds. But it’s not always clear how these breakthroughs benefit our customer’s experience.
So, without 20:20 foresight, how do we pick the ones that matter? How do we find out of the box use cases and combinations that will - as vendors promise - disrupt our industry?
In theory, it's simple. We need to observe our customers. Go out and experiment. Learn. Prototype. Rebuild. Design thinking and all that jazz.
But the real world doesn’t work that way. On the one hand there is opportunity overload. On the other, resource limitations exist. What's more, not everyone has reinvention skills. So, no matter how dedicated we are to exploring all avenues ahead, we will need to make choices.
But how do we choose? Is there a method? Or will success be a randomised game where the winners are the ones that guessed right?
Question 2: How do we maintain a human touch?
Whether we like it or not, the world is going digital. Supply chains will continue to automate, AI’s will respond to customer requests. Robots already greet us at airports. But, until further notice, humans are still the ones paying the bills. Regardless of machine efficiencies, our flesh & blood type still like a human touch.
So how do we design for emotion in a world of digital assistants, predictive services and robots. Do we need to give our technology a more human face? Do we need hybrid solutions where humans complement machines and vice versa? Or is there a business case to go 100% human and reject technology all together?
How do we marry technology and humanity? And where do we draw the line? Commercially, but perhaps also morally?
Question 3: How do we engage employees as machines start taking their place?
The reports are unanimous. Machines are going to replace as significant amount of humans in the workplace. Some say that this is fine. People will move to new jobs that don’t exist today. Others are more pessimistic. They press us to make work of universal basic income. Either way, we’re heading for a period of transition. This will bring job insecurity and possible employee hostility towards automation.
So, what do we do? Do we play Darwinistic hardball and let the most adaptable survive? Do we start preparing our people for a fuzzy future? And how do we keep these people motivated to deliver the best customer experience they can? Especially if some will realise that it’s only a matter of time before a machine starts gunning for their job.
How do we deal with this? We cannot take a wait and see attitude. Morality aside, today’s employees are still tomorrow’s customers.
Question 4: How do we stay in control of the coming customer experience chaos?
Big data. Personalisation. Fragmenting supply chains. Many factors are making our world a lot more complex. According to some, current developments are only the beginning. Technological change will continue to speed up. Changes in one industry will exponentially influence customer expectations in another.
How will we stay on top of this complexity and acceleration? How will we deal with big data if most companies still struggle with their CRM system? Will we outsource our thinking to AI? Are we heading towards a counter movement with radical simplification and small data?
And as individuals. How will make sure that we keep our own knowledge fresh and relevant? All while doing our regular day job?
When confronted with this barrage of questions, you may raise your hands and say I don't know. Most of the time, I do the same.
But, sooner rather than later, we will need to come up with answers. The world is changing at the speed of light. While there is still time, the customer experiences we work on today, may not exist 5 years from now. Many will definitely be gone in a decade.
So, help myself and 50 other customerati from around the world look for answers. Register for our co-creation project at www.customerfest.eu. It's free, educational and promises to be fun.
Image (cc) Jonathan Simco
Not so long ago, customer expectations were fairly siloed. Customers didn’t really compare the way they banked to the way they shopped for cars or were treated in their local hospital. To compete, all you needed to do was keep an eye out for the competitors in your market and be better. While challenging, this was conceptually quite easy.
Today, this has changed. Once customers had a certain experience anywhere, it will become their expectation everywhere. Regardless whether this is fair or realistic. If CitizenM can get me through check-in in 30 seconds, why do I have to stand in line in my medical centre? If Coolblue can tell me EXACTLY when my dishwasher will arrive at home, why can’t my vendor do the same for the widgets that are due in my warehouse?
Customer expectations are increasingly driven by the sum of all customer experiences a person has. Anywhere. Anytime. So if you’re selling B2B widgets, suddenly dishwashers matter.
I’ve been looking into this a bit as part of the upcoming Customerfest. It led me to formulate three areas in which you might want to look at the customer experiences you offer. I’m sure there are more, so if you have idea, do share below!
Shorten the customer journey
The simplest customer journey is the one that doesn’t happen. Places like Amazon or AirBnB have taught us that you can buy things in one click and get all the services to match. The more this happens, the more we start expecting shorter journeys everywhere. Every inefficient step, every address detail re-entered, becomes an irritant.
ACTION: Rather than improving your customer journey, look at eliminating complete steps. Can you do what Warby Parker eyewear did, and let customers take their vision tests at home? Can you create your version of the one-click-buy or Amazon Dash ?
Virtual assistants like Siri or Alexa, combined with the AI that powers them, are teaching customers to think about the ways they interact with brands. As a result we'll grow increasingly irritated when navigating that IVR or working through 3 call-centre agents that can’t seem to get our problem solved. Instead, we want our answers fast, accurate and with as little hassle as possible. Even if we’re not asking the question.
ACTION: Explore ways in which you can make your products and services more intelligent. Solve customer problems before they occur. Take inspiration from examples like the Pirelli Connesso system that proactively manages a car's tires through a mobile app. Or Nudge for Change, which helps consumer’s spend money at establishments which align with their beliefs.
We are living in the on-demand decade. Think Netflix. Same-day delivery. Soon even our cars will appear when we summon them. These developments are rapidly reducing our tolerance for waiting around and committing ourselves when there is no immediate need. We want our solutions instantly, and if we don’t use them, we’d preferably not pay..
ACTION: Think about the places you are making customers wait. Not just for delivery, but for answers. Service. Information. Payment. Take a look at Avvo, which gets you on the phone with a new lawyer within 8 minutes, or Verifly which has just launched drone insurance by the flight. Whether any of these services actually become a business success, is irrelevant. They are changing expectations, one customer at a time. This will eventually affect your business.
So get going, and look at the way other industries are changing your customer’s experiences. But remember. It's not because technology can be used that it should. Empowering the customer doesn’t equal digital force-feeding. Personally, I love gizmos that make my life easier. My wife, on the other hand, just wants to talk to another human that makes her problems go away. If you want to do business with our family, you have to keep both of us happy.
Just to keep your life a challenge :-)
Another set of interesting articles I came across in the past week:
In a previous article I indicated the need for organisations to get ready for the new customer experiences of 5-10 years from now. In this post, I explore three simple steps you can take to do this in your business.
STEP 1: LEARN
If words like IoT, blockchain or AI bemuse you, go educate yourself. Put on that Virtual Reality helmet. Go hunt Pokemons to understand AR. Make your first 3D print. But don’t just stick to technology. Visit a home for the elderly to see for yourself how older generations live. Look at how teenagers really use the internet and social media. Leave your cosy urban environment with latte’s-on-demand and venture into geographies where real people live and wifi isn’t ubiquitous. The only way to truly understand the way our world is changing, is to experience it first hand.
STEP 2: ENVISION
Once you have a picture of what technology can and can’t achieve, step away to envision what you want to do with this knowledge. Let go of today’s orthodoxies to develop CX scenarios that consider the way customer life could be. Like car companies create concept cars, think of concept experiences. They don’t need to be feasible today, but merely thinking them through, can inform your actions for tomorrow. Oh yes, and when doing so remember that just because something can be digitised, it doesn’t mean it should be digitised. After all, it’s still humans that pay the bills.
STEP 3: EXPERIMENT
Don’t stay in the land of dreams and theory, but do stuff. Create a safe zone where you can experiment freely with new business and experience concepts. A customer experience laboratory where you and your people can interact with customers in new ways and learn. And when ever you hit something that works for your business, integrate it and roll it out. After all, if you don’t do it, someone else will.
About this blog
Whenever inspiration strikes, I use this space to share my thoughts on customer experience management, storytelling or what ever else crosses my mind.