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Digital Transformation and the reality of the new Customer Experience ‐ Allan Zander
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About speaker

Allan Zander
Chief Executive Officer at DataKinetics

I have spent more than 20 years following my passion for rejuvenating companies, and for building experience in mission critical communications and software where the degree of reliability has to be almost 100%. My business development experience ranges from startup companies of 50 to 200 people, to companies of 100,000 people.Building and leading high performance teams with the expertise and experience to accomplish the complex tasks businesses face today, has enabled me to achieve a record of success. I contributed to the business success of Solacom Technologies as Vice President of Business Development and CML Emergency Services as Director of Product Management. Further, I have held senior positions with world-class organizations such as Mitel Networks and Nortel Networks. In 2007, I was privileged to be the recipient of the Ottawa Business Journal Top 40 Under 40 award.My ongoing success in leading collaborative teams that perform productively, and in building successful companies, is reflected in my business philosophy: it is not about the individual; it is about the company.

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About the talk

In this presentation, Allan Zander, a tech-company CEO, alluded to those aspects of digital transformation that are most important, as well as how to implement potent, first-step projects that increase customer satisfaction and personalization. In general, this was a very interesting presentation about using data to improve the customer experience and impact the bottom line.

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I'm Alexander. I'm particularly pleased to come and talk to you while today. I'm the treasurer of CMG as well as being involved with data kinetic sand and I'm no bows been off actually from data kinetics data kinetics is a four-year-old company that does primarily performance in optimization for large-scale financial systems. We've got the number one in the number two in every major Financial vertical using our products today seven of the top 10 banks in a number of other great customers as a result, but I'm

really going to spend a fair amount of time talking about digital transformation and how that actually relates to a customer and customer engagement. A lot of the technology that we developed actually came from Mainframe technology in realspace processing and considering the impacts of performance and optimization. And we then actually took that in a little bit of a different direction and applied that to digital transformation in retail and in so doing we learned a lot about how customers omnibuses customers were thinking about shopping in the shopping experience associated with that

has been a fair amount of time talking to about that but as I mentioned before I am the treasurer of CMG, so I want to put a little bit of a I plug in there as well. I very much encourage you all to please be part of the conversation. I loved what Brian actually said earlier about CNN moments and the impact of you don't want things to escalate to the point where you know, someone who really worries about profit and losses then suddenly taking An interest in seeing what you're doing. I think that's actually a great way of than actually

thinking about some of the next generation of up CMG. I encourage you to get out and start sharing some of the stories start talking about some of the things that we're talking about here today experienced this with your friends. Take what you learn here and tell more people about that. Tell your boss about what's going on so that it's EMG gross misconduct conference. Actually hopefully grows and gets larger and larger again. I'm very much kind of looking forward to that being a Parton. Please join me in in being a bit more social about having when I talk about impact.

So I want to talk a little bit about digital transformation. And what is digital transformation digital transformation is actually has a lot to do with your customer's expectation of you things changed a little while ago associated with how people actually want to shop and how they actually want to do things. And yes, there is definitely know this mobile component that goes on with that and it's not even necessarily so much about Millennials anymore. Can we maybe agree that we started need to stop thinking about Millennials and how Millennials actually

do thing do things Millennials have been in the workforce. Now for at least five years Millennials actually have work experience in in what they're doing Millennials have certainly helped shaped. This technology. Gen Zed is actually the new generation that is joining things. I am getting that is actually the generation that is getting into colleges and universities now gen Zed has never heard. A busy signal on a telephone gen Zed has never had the opportunity to not have a mobile device in their hands when they instantly needed to go and look up some pieces of data associated with

things that's actually where we need to kind of really start thinking about things. I do remember hearing a busy signal I used to actually also have that telephone that's out on my kitchen wall that had the really megalon phone call where I could talk on things and wander all about the bass. Why was doing something and then you kind of went back when you were done that conversation and you hung it. You let the telephone do that hole in a little spinny thing associated with it when you hang it back up my I'm going to need that later. My kids have absolutely no idea

what I am talking about when they do that because in my house, they don't even have a home phone. That's the realities of things that are going on with Jen Zedd. And that's really then what is now starting to change some of those customer expectations and that is actually driving a massive change in business processes that are going on when I'm actually seeing that is now starting to happen in Information Technology associated with digital transformation is huge digital transformation now starts to bring together things with

artificial intelligence the internet of things blockchain and the existing infrastructure is that we've had in the past are not keeping up massive changes are coming as a result of that and it has a lot to do with how do we live up to this new expectation of doing business? And this is where I really think CMG plays a key. Associated with all of this because that expectation that comes about from our customers. We don't want to that. You actually be a CNN moment associated with things we expect answers now we expect that when we do something when we go when we look at

our account balance online, it says a simple example that it's there. We don't really want that to be taking two or three seconds to get there. The experience that goes on with digital transformation has a lot to do with performance and has a lot to do with the Computing requirements that are required to actually deliver these experiences to our customers. So this massive changes coming about and processes has a lot to do with how your organizations will be set up to survive that next generation of business that we have. But why

what is sort of been really beginning to do that? Well, this is actually what used to drive business Direction. It was all about corporations corporations to find the way we wanted to do business with them, right you wanted to sign up for something at Disney for what you wanted. You did it. The way Disney want it you wanted to you know, get a mortgage associated with things the way you wanted to with your bank your bank to find the way that she would do business for them that is now actually radically changed in the corporation isn't so much now necessarily

involve was sitting out those directions because it's as simple as one person picking up their mobile phone and Weaning something saying something on some Yelp review that goes viral that all of a sudden has tens of thousands of people behind it digital transformation impact not only are our way that we actually do business with a brand but also how that brand responds to what's actually going out and it can start with actually something that's really simple. We all have already engaged in digital transformation

in probably in years and not necessarily been as aware of the fact that we did that many of us probably traveled right to come here to Seattle. How many people in the room walked into a travel agency and said, yeah, I'd like to fly to Seattle. Can you please tell me what's the most efficient way to go there? One person. There's always one person that does that that's amazing. I don't even know where you can go and find a travel agency this day but where you live it's there. Enrollment. I think I think the last physical travel

agency is actually in Rome many of us probably went online and we bought that ticket right associated with things and many of us probably went to a website that was actually the website that was owned by the airline and bought the ticket that way for what we actually want to do. That's a great example of how digital transformation changed the way we do business and how we we travel and that's just only going to continue more and more many things have really changed and changed for the better and now people can drive that business

Direction, whether they shop online whether they shop with the mobile device or whether they actually go into the store the experience that they have that they want becomes part of the shopping Journey that they're using and it becomes part of the data that they need to make that happen and it's everything from how they get up in the morning and think about how they want to do business with you to the point where they're actually done. They can do things that will influence the way our companies in Our Brands want to do business with these people by just a

simple state of communication for what they want to do by connecting us in different. Jason shapes in form I can talk about my experience that I'm having here at the Hyatt for example through some form of social media. I've got connections to hundreds of people those hundreds of people have connections to under two people and in a very quick amount of time a thousands of people can be aware as to whether or not my experience here with the Hyatt is simple is good. It's bad, you know, whatever and I can start all of that with a device in the palm of my hand.

That is why digital transformation becomes really important to people that we have. How do we actually get here though? So it's just kind of stopped and step back in time here for just a moment who remembers this Sure exactly how I remember it to this is this is Netscape Navigator for what we have this is where it all started. Right? The internet was created way back when and someone said, you know what actually finding the information that we need is really kind of difficult. What if we put some form of a GUI of a front end and you know in front

of what we had in that made actually getting access to the information much easier, but in order to do that you needed to actually sit at your computer right and do that. This was a desktop application that existed when it first went and was available to you and then shortly after that the mobile age began because then a few people kind of got together when smartphones were coming out they wouldn't you know, it would actually be released even more cool is instead of me going back to my desk and looking up the information that I need. What if I actually did that from the palm

of my hand and the mobile age began. The next thing that then became about that was the connected age then began to right now that I've got this device that's on in my hand where I can get information now. I wanted to connect with my peers now. I wanted to know what happens. When does Clyde like what it is that I'm currently looking for does John like what it is that I'm I'm currently looking for. I wanted to connect to the people that I have to do things in that then kind of gave the notion that soon after that.

Everyone was connected. It went on like wildfire and it didn't matter if you were old or if you were young or even if you were a senior citizen even my mom is on Facebook even she is connected. You know what my mom did the other day. She skipped the dishes. It doesn't matter how old you are or how young you are in this day and age of digital transformation. There is an expectation that Commerce is as simple as picking up a device and doing what I need for the whole experience right in my head. And then that

experience needs to go from one form of being a physical interaction in a store or doing something on my mind or being starting the actual Commerce through mobile device that you have. It doesn't matter if you're old or young it doesn't matter what generation you're actually belong to this new expectation of Commerce and digital transformation is driving everything about that and then soon after that everyone became special. Everyone wanted to be the first one to tweet about something

to put something up on Facebook to put something on LinkedIn and get the likes that then was what became cool if I didn't like my experience in doing something. I wanted to post about it and I wanted my friends to commiserate with me in an open forum for doing things digital transformation drove a lot of that and it's Woodforest Commerce to then actually find a way to respond to that and be able to respond quickly except they couldn't because they didn't have the it infrastructure that was allowing them to do that. They didn't have the date at their fingertips to be

able to allow them to make the changes that were required to respond to the issues that we're being placed and most times when I've gone and I've talked to Brands about things they're aware of the fact that the way that they're doing business today is not exactly the best way to do business. There isn't too many people. Work that actually rub their hands together at night. Yeah, we really messed with our customers big time people want to change they want to do things. They want to be able to respond. And when the digital age came about and people

started feeling that they needed to do something to become special then they started text me recognize that would that specialness comes expectations? Welcome to our new digital economy things now move at such a pace and it's such a speed associated with things that really the best way that we as members of brands that deliver things to them is to have a flexible enough it infrastructure to respond to those changes to do things quickly to understand that the expectations around our customers that we have today may not necessarily be the same expectation that they have tomorrow because

it's as simple as one person saying I didn't like that and it's as simple as one person picking up their phone and filming it filming a person getting dragged off of a plane next thing, you know, you're on the front page news associated with things those CNN moments that Brian talked about from before have a lot to do with digital transformation. People never dictate what is the experience that they actually want and then when everyone starts to behave in a mode where they're special every experience that they have must be special there

must be ways of then actually taking the different experiences that they have and making that be a unique and singular experience whether it's something that begins with a mobile phone that ultimately trans hands into a brick-and-mortar where that begins with an online environment. It was experienced that we have need data to actually few of them and really what we're trying to talk about here is how do I deliver that experience? How do I deliver the consistent enough experience to my Shoppers that they can actually respond to what it is that I'm doing. Well you

need to do that by linking together multiple different platforms by looking at the data that you have in creating that flexible infrastructure, but do you even begin? Isn't today the world of comparison that we have that actually pulls many of these things together makes it very simple for individual Shoppers go and talk about their experiences to find the things that they wanted to have things ready and waiting for them. And even in today's world what happens more and more as you have unfair comparisons that come about you know, if we were actually talking about, you know different ways to

come about, you know, being created here to do something. There's a way that many of us could have come here. We could have chosen to fly on United Airlines anyone hear from United Airlines. I know the Southwest Airlines person is here. I'm going to pick on guard know if it was actually possible to do that on a Disney cruise line. How many of you thought of the incident that happened to United Airlines some two years ago associated with an unfortunate incident with United Airlines united breaks guitars it change there was a

song about that and it actually influence the stock price of United Airlines that they have, you know, there was an incident where a doctor was trying to was already sat already in the seat can legally contractually lived up to the Fulfillment that were required by United's Terrier tickets and was still dragged off that plane associated with doing things that happened two years ago United had a brilliant opportunity to take advantage of digital transformation and customer expectations for things they could have turned flying on United Airlines to something is wonderful.

I never actually done it, but I'm cruising on Disney Cruise Line Cruise Lines associated with things they didn't miss the opportunity. Did they do that intentionally? Probably not actually Jimmy Fallon with making fun of United Airlines know this was front-page news for quite a while associated with things for what they needed to do. One of the key reasons why United Airlines can do that and probably still even exist today is United Airlines doesn't have the flexible it infrastructure that's required to then make the changes associated with developing

new digital infrastructure. I don't get it. Is it earlier on I talked as well about how he know many of us that were here. We didn't walk into a brick-and-mortar travel agency to do something. We started our customer Journey for flying online or with a mobile device. What a great opportunity to then integrate things together of what I actually wanted to do. You know, how about greeting me with Alan love to help you fly to Seattle. Here's the weather. Do you know the traffic on the way to the airport is

going to be particularly heavy maybe want to leave 15 minutes earlier for what you have. Something incredibly simple that would have make a world of difference associated with traveling and probably would have actually began to paint United Airlines in a different world. In this dream world in this day of doing things expectations are changing and changing all the time. And I mentioned them a little bit earlier on when I was in the the panel session that Amanda had set up and I think it has a lot to do with these guys Starbucks, you know, they have changed the

way that personally I wait for coffee, you know, I don't wait for coffee anymore. And that's now the new reality of what it is that we have that expectation of how we want to do things Starbucks kind of knows what I want and they make it available to me. And what do you mean I can order my coffee online and have my coffee waiting for me yet. I can order the pair of jeans that I want from, you know, my favorite brand and have those ready and available to me and an unfortunate incident where he is a recognized. I'm probably not wearing the best shoes. Just I am probably one of the

world's most unlucky guys. I had a pair of shoes that I was going to wear this and as I was pulling I'm out of my suitcase. I don't know how it happened the side of my shoes. Somehow got intertwined with the zipper on my suitcase and I literally gashed open the side of my shoes that I had. So so so I wanted to let you know hopefully go and find myself a pair of shoes that I could actually used with prior to coming on here cuz I didn't want to necessarily where my comfy shoes that I wear for a run for when I travel and I went to men's shoe stores just prior to coming here and not one of

those men shoe stores had the type of shoes that I wanted in my size. But you know at that point in time, I would have probably given almost my right finger for being able to find a pair of men's shoes in my size, but I could order and have them ready for me to go and just pick up and then come out and do that. I wanted the coffee experience for my shoes that I need it because I needed that cuz I was in a hurry because I was trying to get ready for everything that we have. Tesla has radically changed the way that we buy cars. I'm sure many of you here by car. No need to

do something. How many of you when it is it comes that time to buy a car go. I got to go to the dealership and that experience at the dealership. You're not a single hand went up. I have the same thing. Tesla radically changed that right you think about what you want with a Tesla you go into a dealership for what you have one car. That's anywhere. Now, maybe the two or three models that they have but you're greeted. You're greeted you sit down in a nicer to Friendly environment. They give you coffee talk about the car you schedule yourself a test drive. They radically change that whole

scary experience of going and driving setting up a test drive and going and buying a car. They made it fun and interactive and interesting. Journey of actually buying the car was radically changed and now once you start thinking about how the internet of things and different sensors and the experiences of what I have been the knowledge of what I have and what I like to be implied into some of these transactions, In the eyes of the consumer. This is all the same and you know it from an IT perspective for what we have. I'm hoping you're all starting to

recognize with me to that. This is all the same. This is all about making data available and having data respond in a performance-oriented way to create a transaction that actually simplifies that transaction for many of us in the room for what we have for when we talk about something like this. It might sound scary. It might sound Big Brother Ash but that Jen's Ed example that I talked about before that Millennial example, they like that. They think that that's interesting be think that that's getting to know them that showing that you know them being able to know them enable them

show them that you know them. It's what they want. That's how they relate to the brands that they have. This experience is the same the it infrastructure required to deliver. It is the same. This is why you need to digitally transform and this is why I actually also think organizations like this are kind of important because it can actually help bring us together cuz where do you even begin? Well, it starts with the customer. So it was kind of interesting in the panel that we had a little bit earlier on

that. There was kind of this notion that I think was a little bit of a scene where we talked a little bit about how it wasn't so much about technology is actually both people and relating data to people for what we have the technology was kind of secondary to that whole consideration that you have. That's true. That's true a digital transformation. It starts with the customer. It also ends with the customer companies that are doing this and doing this right create that new individualized customer experience that you

have by thinking about the journey from the time it begins to the process of actually completing the transaction that you have to win that transaction actually ends. And they do that by typically using data or creating a single user profile. So it's this data type that then begins to kind of interconnect these experiences for what you have. You need to understand a little bit more about your journey you need to do a step before you even begin to think about data and it infrastructure and stuff and then you can kind of start looking

about how you interconnect some of these experiences together. So if I'm shopping online, I need that customer journey to be it's simple and work the same kind of way as when I'm doing things online or if I'm doing things. By connecting things all together and in different ways and shapes and forms are there was a builder. I think it's a connective tissue that then kind of goes that sort of links all different things that we have together. I want to talk about a a right customer experience Cabela's people serve know who this brand is, right? This has little

to do with technology at this point in time Cabela's has thought about that customer Journey right from the time that you begin when you wake up in the morning and you decide about how you actually want to go and buy something the parking spots are a little bit wider there a little bit longer is most of the people that will probably be coming to Cabela's or probably showing up in a pickup truck, you know, there are people that are interested in sports when you walk into a Cabela's most of the time you'll walk by a fish tank right kind of get you in the mood of fishing. Usually you'll also

be faced with you. Taxidermy animals and stuff like that, you know, it's actually intentional that when you walk through a Cabela's store. You never really walk in a straight line. You typically kind of snake your way through things and it will start to pay attention for this you will notice that there are different heights associated with how they actually lay out their clothes and things like that because it's like walking through the forest for people that are playing things that are interested in sports hunting fishing. It's like you're creeping through the forest for what you're doing.

That's very intentional. It's putting you in the mood for what you're actually doing for when you're in somewhere like Cabela's and now when you're in there you have that experience of being able to find people you can then find the experts what you want you walk your way back to the cash. The cashier is probably going to ask you questions about what it is that you're buying you're going to set up some some form of camaraderie for what they're doing. Well, that's very intentional in the way. They're doing things that's thinking about the right customer experience.

I picked a little bit on airlines example weather on Airline and it was my own right customer experience. So I'm Canadian. We don't really have a lot of choice in and who we actually fly with so I fly a lot with Air Canada. This was something that Air Canada did that I actually thought was really kind of neat. It was one time when I was flying from Ottawa to Toronto and then Toronto to Munich and Air Canada met me is I got off the plane in Toronto with a sign and then they actually brought me to this waiting car is BMW 7 Series car that was there

and they literally chauffeured me from my gate to the next plane that I had in front of you that have been in the Toronto Airport going from the domestic gates to the international Gates. Is that a three kilometer? It's it's a it's a long walk that you need to do that. Yes, you can use walkways and all that kind of stuff. But still it's a long walk the fact that they greeted me. So thank you very much for being a longtime loyal customer with Air Canada missed sander. We want actually take you directly to your plane, which they did and then walked up the stairs or the gate. If you don't

much like the way a baggage handler would do I went on the plane where the Stewarts were there. They greeted me. They said thank you very much for being a long time Air Canada customer. They gave me some champagne. They gave me some special snacks and stuff like that. They made me feel really special associate wood would I did just a simple piece of data? I was on the plane I was going Say hi to mr. Van Der and do something special. This event happened two years ago. Still talking about it today some of the power associated with digital

transformation and Technology. To do this first come to your platform and then you need to start thinking about the tools that interact and this has been an interesting thing that comes about did you know that there are more sensors on the planet today when people and it's not like there's four sensors on the planet today more than people there are 16 times the amount sensors on the planet then people start to think about what happens when 16 times the sensors that are on the planet with people need to interact with all of the other different ways

that are going on to start make decisions associated with things if that's not a performance and capacity management problem. I'm not sure what actually is And how some of these different tools and things interact people are just going to get more and more creative. If you think that things like Amazon or Alexa or whatnot are new forms of of Internet of things. I would say that's chapter 1 of this whole digital transformation world. I think we're actually beginning chapter 2 to the things that we will Envision that we

will do with the sensors and these products in these tools will be things that will blow our minds away 5G technology is something that is starting to come into the cell phone world today 5G has five times the amount of bandwidth capacity associated with it with 4G. It will make providing things with shopping with getting access to Media with doing it probably in a virtual reality mode far more easier than anything that we have seen in the past today and we will do that in the palm of our That's why some of these tools are so important. I talked a lot about

maybe some big ideas that we have here. And I know that that can sometimes see seem rather overwhelming. So if you want to actually do something you want to start small with a project for what we have about just simply knowing someone's name. It kind of gets past that problem that you have that I mentioned earlier on in the in the panel session that we have of what do you do when all you have is first name last name and maybe an email address you do this you find a simple way of leveraging some of that data to just simply say hi and greet that

person by name and if you do that on a mobile device, just think about how think about my travel example that I had before and think about United Airlines. Imagine how interesting it would be in what would happen in somebody United Airlines world. If as you got on that plane it said hi Alan. I hope you enjoy your flight on United 792, you know, whatever we have. You probably rat Tango. That's not cool. Something really simple that you can probably do to enable things that you have just by simply starting with knowing someone's name. The hardest

part though in sociated with doing this seldom has to do with anything with technology. It actually has to do with delivering the experience and this is where then another aspect of digital transformation that I think we sometimes forget about links all aspects of the customer experience together whether it's different processes that you have are different systems that you need to do things. We tend to spend a lot of time thinking about the chopper that we have and we use these Technologies and we integrate all of these different tools and things around to make the Shoppers life easier.

And yes that certainly makes a lot of sense for what we need to do and for how we actually want to deliver these experiences, but we can actually take advantage of Technology because making a product that is then a simpler and easier thing to be able to find and get access to is one thing. But there's the service has back that goes to that right? There's these guys McDonald's. These guys have also kind of taken that notion of products and services an integrated that in such a way that that experience is relatively consistent whether I want a Big Mac here in

Seattle, or I want a Big Mac in Ottowa or I want a Big Mac in Singapore chances are that Big Mac is going to be exactly the same. I know what I am going to get that experience for me is defined and it's consistent and it's reliable for what we have. It's one thing to do that with a product. It's another thing to do that with service and to unify the way in such a way that the training associated with service is also part of digital transformation. And guess what? This is one of the secret things that you have that you need to run to your bosses and talk to you

about how performance in optimization can really help for what you had it will make the delivery of service a consistent thing for your brands that you have by being able to do things like script store clerks in such a way to say there's mr. Zander that's in your store right now thank him for buying the white shirt suggest a new pair of shoes that you would have cuz he hasn't bought some in a little while. That's the type of thing that these Technologies and things will be able to do and it's interesting because service is usually the fall down point for a

lot of experiences that we have one. It isn't necessarily the product think about a car right that you have generally speaking your car more or less. Does what you expected to do, but I'd be willing to bet if I did a poll that was here 80% of us. If you had an issue with the brand of automobile that you drove regardless of whatever brand that was the issue that you would have would actually be related to your last service experience that you had in a dealership. If you can make that service consistent and you can make that service reliable for what you need. You will

solve a lot of the digital transformation issues that go on. So in the end, where do we kind of go from here? Well, you can definitely create a goal. You can assess your systems. You can form a plan. This is all the stuff that you know, many of us engineers and computer scientist people like to do right we're looking for making something that's a simple easy way to have something come about that. We can rally around to do things but I think it actually spend a little bit of time before you get into that plan thinking about some of the

economics is so she did with what I'm talking about here. Those economics are very real. They create the real reasons as to why you do this leave it or not many people actually hike to come into your store. Just as an example for the scene when they do on average. They actually spend about 20% more and why would you actually do this will because on average is going to increase your Revenue by about 27% in less than one year. And why do you want to actually worry about creating your journey because on average almost 68% increase in store traffic will experience this and drive them back

to the store. Think about what I just said, if you want it ever ever have any issues around how you will fund a performance and capacity management organization for what you have this is it right here. 30% increase in Revenue in less than one year if any of you are in the retail industry. I just told you you it is February and you are on the cusp of creating the single best Black Friday Christmas sales thing that you would have by simply looking at the ways that you can use data and make that

available to you. That is huge. I'm not making me think that these come from a fellow by the name of Doug Stevens. He's a retail profit Gardner has looked at some of this Forbes has looked at this. This is why digital transformation is growing things in a huge way. If I can get more people to walk through a store associated with a wind creating a New Journey that has nothing to do with technology that has more to do with how I setup my store to actually look for things and in so doing they're probably going to buy 20% more and then on average that's going to lead to one of the single best

Q4 is that we will see in the retail industry retail apocalypse. Retail apocalypse. This is a brick-and-mortar argument for what we have this is massive. Still don't necessarily believe what I'm talking about. Well. Another way that you can actually go and look about doing this is inventive an ocular Associated for doing things Starbucks did this, you know a great way associated with things they have fun and how you actually want to order, you know, your coffee I can have at all that's a small a small tall. I still have a hard time wrapping my head around

that or I can get myself a couple Grand a I I don't even know it was sometimes I'm just like coffee in the morning and I like a black coffee and this is part of the reason to why I actually started switching to the app to actually have my coffee waiting for me. When I wanted to do something because being the fifth or sixth guy in line behind someone that's placing an order like this when you want it the black coffee is kind of really kind of annoying so she did we doing things so changing your journey increases the touch points that you have most car

transactions that we have today now have more than 900 touchpoints five or six years ago is associated with how you would buy a car. You'd walk into a dealership Maybe. 6 to 10 times before you actually went to purchase a car now on average most people when they go and buy a car they walk into a dealership once maybe twice they've already done a fair amount of the research that they have think about changing that Journey that I talked about before 2. I can buy my sports gear from someone like REI rum essentially in a gym. I can try the sports gear that I want if

I'm interested in rock climbing I can try to rock climb if I'm interested in playing basketball for doing things. I can try and play basketball I can get used to the components in the products and things that I want to buy just by the way, they change their store then if you're interested in or if ever looked at Sonos care, what we have Sonos has started doing these kind of pop up store Concepts in malls for what they have and it's very much like a living room you go in and you literally sit in a nice leather couch what you have and there's multiple different Sonos products there and

someone will explain that to you and it's like he In your own living room. I want to buy a coffee. You know why it's like I'm sitting in a family room associated with doing that to people like Starbucks don't necessarily create like a coffee shop sort of feel a coffee shop even in today's vernacular of doing things doesn't necessarily imply restaurant in her head. If I said a coffee shop, you probably had something in mind that was very comfortable to go and sit in it was a place where you could probably do work. It was a place where you know, you could use free Wi-Fi and you

can sit and you could have yourself a coughing Digital transformation that we have I think everyone should be on the digital transformation bandwagon, but just start small what you have I talked about some big plans. The plants will keep all your customers will help Define with this experience in this journey is 4 for you and for your brand you're better off by actually starting small and rolling up some technology think of that example that I made before just simply being able to greet someone by name for what you have then start to think about the data

make no bones about it. I really is a very important thing what you have data is going to drive a lot of the decisions that go into how you use customer Journeys and use them to your advantage. There's no doubt about it. But many of you have probably been in big different Big Data projects before and how many of us actually were answering the same questions as we got to the end of our big data Journey that we thought were the questions that we needed to answer when we started our big date a journey that changes that changes all the time. You need that flexibility. Don't start

because chances are you're probably going to have a time where you're going to be titillating a little bit upon the data that you have. Why everyone is special everyone wants to feel that they have that need to talk about the experience that they have to feel that the way that I'm doing Commerce with you is something that I can relate to you and relate to you specifically for what we have. That's why this is all about I want to leave you with the closing song. This is my daughter. Her name is Calista and luckily coolest. That is okay with me presenting this photo to

her up her up here. She knew that I was doing this. She's obviously a little bit of a goof and that's okay. Kevin mentioned something like this as we were talking about how to transform CNG and you talked a lot about autonomous vehicles in this whole notion of sensors and things like that. This is where I think we we as people that are interested in performance and capacity management need to realize just exactly what it is that we're doing here there could very well be a time when just like I

said, there's more sensors on the road and Costa is currently 17, so I don't know but I mentioned before somewhere on on the Handle that I predict that should coolest ever have a child that chances are she will go to the hospital in an autonomous vehicle. So we should what we need is that will be much safer than you know her or her significant other has been with whatever the whatever the term will be at that point in time or 4/4 at relationship. Someone's going

to drive her to the hospital. I actually don't think it's going to be a human being. I think it's going to be software. It's going to drive her to the hospital associated with doing that. Wanted to make it one or two get there and be there safe associated with you know that Journey for what we have all of that sensor data that will be required to do that with all of the tens of thousands of autonomous vehicles. That will also be on the road. That's why what we do matters. So if you don't necessarily want to do it just for callista. Think about the other people in your lives that are going

to be kind of like your cholesterol fence out their performance and capacity management matters. Thanks very much for your time. My name is Alexander very much enjoyed talking. Hi, I'm on my way. Bandi. I'm concerned about the asymmetric bird and let's put on the use of by all these changes. And I'm I think actually that the reason United gets away with what it's doing is not that it's it system is backward or whatever. I think it's because it's one one member of a very small oligopoly and that's what

really doesn't have an incentive to make things better. And that's been my experience with the other airlines as well. I can't speak to Southwest because I've never flown on them, but I had an experience with Delta cancelling a flight and the cold that they said they spent they had four people to process 300 passengers and you don't need to be a performance person to figure out that if it's 15 minutes of person you're not going to be out of there before 6 in the morning and we will and the server crashed their apps were down and all the rest of that. So this transformation seems wonderful

on its face, but I wouldn't I don't feel as optimistic about it as you do because of the AC because of the asymmetry imposed by the centrality. I'm getting older and my eyesight is tooth is it just makes it hard to read these small phones? I have to buy it. Expensive phone to hold all those apps to cope with it to cope with the transformation. I really don't think this is so wonderful. What what will the what will the vendors do in order to make this experience better and to feel that they are obliged to make it better. I just don't see that happening. A good point

maybe give you a raps of blunt answer. I don't think they care what you are I think because we're already too old. They care what callista thinks they're building applications in this point in time for that Jen's ad for that Millennial. They don't have issues with their eyesight. They want to do things online. They will make changes that will happen by getting together and using different social media. We we are of a generation where were scared about that

technology has affected by that lousy server. I totally agree. But this has a lot to do with Brandon brand loyalty and being able to develop that brand loyalty but the value of future Revenue that will come by creating a solution that is maybe for you or for me that we have is far less than the amount of Revenue in generating something that will make a list at be loyal to Southwest Airlines or United and yeah, there is people crunching the numbers that way with an aging demographic that's interested.

2 Dear Alan, will you have being a powerful driving force behind aligning CMG with a new digital transformation message and Persona and the I wonder if you want to share your thoughts on how we're doing too far and where we should go next. Sure. How are doing to be honest? I actually we're doing okay. This is a new day. This is a new way of thinking about Commerce in a new way of thinking about how we're going to use data to empower the rules associated with Commerce or

what we have I'm not sure there's necessarily any organizations like CMG better spending a lot of time thinking about that right now. I think that will come so I think CMG is right to tackle this and we're we're tackling it like many other organizations that are faced with a Crossroads and what they're doing are are Are we looking at these two forms of decisions that need to be made of you know, if if I think of CMG the way I initially new of CMG. It was a Mainframe performance in optimization

organization. I think when you look at digital transformation, you still will have a requirement to understand where that system of record is and able to access that system of record and very likely when you are dealing with large Commerce that system of record is going to be on Mainframe. So there still will be a requirement to have the Mainframe be a fundamental part of CMG no doubt about it. And I'm also very much of the opinion that I will see mainframes on this planet up to the point that I

retire and I'm no longer doing things and probably they will also be around when callista is Play through her career. I don't see them going away anytime soon. I'm lucky and data kinetic sand that I've actually also now met a number of different IBM friends associated with different projects that I'm working on with with IBM and I think IBM feels the same about that. I think though there's an element of digital transformation and this new data that's kind of coming that just goes now bigger than

the Mainframe that sensor statistic that I talked about before I would you know, there's more sensors on the planet than there are people and we're going to use that to compute things associated with autonomous vehicles is probably one of the most things that is the easier thing that we can all identify with now but actually also think there will be applications around that that we haven't even thought of yet and they will have the impact of being able to protect lives what we have I think we're right to be thinking about how do we

compute that and compute that effectively as well? Thank you. This will be our last question comic long will eyes with what you're saying there. I hope that the next one that they developer with integrate with sensors are traffic lights. Absolutely agree. Thank you Allen.

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