We've been in a connected world, a digital growth economy for years now. We all know about new technologies transforming business. Unlimited music that flows through the air and disrupted an industry, digital retail without any real shops and only a mobile shop window, health and fitness tracking without a doctor in sight. So who is this 'new' customer? Didn't we arrive in this brave new digital world years ago?
EVERYTHING ON TAP
Customers have never been connected so quickly in so many places and to so many things. The new customer expects everything on tap – from music to shopping to money, even health care. The need to re-design and re-invent products and services across all sectors is driven by rapidly changing expectations.
But too often, the focus can be on the possibilities of technology and not uncovering the unmet customer needs. Big brand innovation and start-ups alike come and go because they miss the customer's point.
TECHNOLOGY CHANGES BEHAVIOUR
Being 'always on' is changing the way customers live day to day - like whether or not they need to stop off at the shops on the way home, if they need to open their laptop to renew their policy on their account, if they need to buy a product or can rent it or share it with friends. We need to define how customers are behaving, who needs something new, and who we want to go for.
SEAMLESS OMNICHANNEL EXPERIENCES
Until recently, products and services could be designed to work very differently across different channels. We'd even 'trained' customers to find better prices from digital channels instead of expensive 'real life' stores or call centres. Now brands are expected to offer a consistent quality and value proposition, whenever and wherever customers interact.
BIG DATA, TOO SMALL INSIGHT?
We’ve become very sophisticated using data to understand customer purchase and interactions within businesses. But there are limits to how this will identify what customers are doing outside your business and what they’re looking for next. We can optimise performance with data, but we still need to understand the 'why' behind behaviour
A CONSISTENT BRAND EXPERIENCE
Today, the mass-market of always connected customers expect things to work seamlessly across every channel at any time. They expect a consistent and distinctive brand experience across mobile, tablets, contact centres, stores, social media. The changing speed of online purchase and delivery is challenging the old models of separate 'real world' and digital channels. Designed well new service experiences can capture every sales opportunity and keep customers coming back.
A CONTINUOUS BRAND EXPERIENCE
Whether in banking, retail or travel, we expect every interaction to flow from the last. We expect our preferences and our history with a brand to be remembered - used to predict the products and services we need. If I looked at a new laptop online at home, I want to be able to pull up that selection in store, get some extra advice, and then I might buy it on my mobile on the way home, and have it delivered to my office.
AGILE DESIGN WORLD
So how do we use an agile design approach to harness new technology and create compelling new growth propositions that stand out to customers? How do we avoid building inconsistent product and service experiences, that risk losing our customers along the way? How do we keep customers in our world, so we don’t miss a sales opportunity?
What data vs Why behaviour
We need to get deeper under the customer’s skin. We have more data than ever about what they’re doing. Businesses have grown successfully by targeting them with relevant product, services and offers - using a wealth of data and CRM systems. But we don’t always ask enough about why they’re behaving the way they are and what they might be missing. What they might be frustrated about and where that might open new opportunities.
REINVENT THE PRODUCT
You know that these customers are increasingly using digital channels to interact with your business. Now that they have so many communication choices, what do they want from this always connected experience? How does this join to your existing business and your commercial model? Do you need a completely different product or service, under a different brand, or just to reinvent your trusted business a little?
FITTING INTO CONNECTED LIVES
Your ‘new’ customers might be existing customers who are behaving differently, lapsed customers who’ve drifted away or customers who’ve never chosen product and services from your business before. Where do you fit into their connected lives and why?
Amongst all the clutter of modern life, we need to design and deliver clear new benefits. We need to show customers strong new propositions, that trigger them to change their behaviour – to buy something new.
START WITH NEW INSIGHT
We need to uncover more about how people are living, where their everyday frustrations are, which businesses are delivering something new and what they might be looking for next. And how could this marry to the things we're uniquely good at? If we start with great customer insight, tightly defined in the language of everyday frustrations, we can begin design a product and service solution.
What kind of ideas and concepts might meet these new customer needs? How does this customer hear about something new? How do they expect to choose a product? How do they want to pay for it? When and where might they want to buy or use your products?
ON TAP SOLUTIONS
There are 5 On Tap services designed to unlock these design processes in your team: each of them integrates customer insight, co-creation and testing.
On Tap brings a flexible growth innovation design toolbox.
CONNECTED PRODUCT & EXPERIENCE DESIGN
BUILD & LAUNCH BLUEPRINT