Digital 2030: user controlled contextualisation?

Contextualisation – the art of successfully blending positioning, relationship and emotional data together to deliver a unique, personalised user experience across all channels – is expected to be a key differentiator for many companies in 2015. But what might contextualisation be like for users in 2030?

In 2030 I don’t have a smartphone – miniaturisation means all information I need (and control) is transmitted straight into my digital contact lenses (the ultimate wearable?) and micro headphones implanted in my ears.  My own personal drone provides me digital connections around the world including a secure continuous link to my cloud AI – my guide, advisor and friend throughout any customer journey.

In 2030 I shape my physical environment using augmented AND virtual reality together – if I want to make a call I use my virtual phone; likewise I can project any content I want on to any surface and share it with friends and other people in any size or resolution. The physical and data worlds are combined and I am completely in control using my cloud AI to make my life as simple as possible and protect me from real or cyber threats.

In 2030 I use contextualisation to add layers on to my customer experience – when I go shopping my cloud AI has already scanned all relevant data sources (including my own mood and friends’ social feeds) to tell me what’s hot or not in my specific location. I can also heat-map previous visits on to the physical space to see what has interested me and my friends before. If the shop doesn’t have what I want I can create a virtual prototype of the product right in front of the retail staff (with help from my AI) to help them visualise and fulfil my needs.  And of course, I don’t take any goods home with me: paid-for digital assets are stored on my cloud AI and created at home instantly on my own 3D printer.

My entire customer experience is powered by location, transactional and social data that I apply in ANY space to create my personalised, unique experience – ‘user controlled contextualisation’.

So what could this digital dream mean for business?

Marketing serves (rather than influences) individual users – to be successful, marketing differentiates itself in terms of the services it can provide users to enable them to tell their own contextualised data powered stories

Retail Spaces could be located anywhere (physical or virtual) – staff will be fully mobilised to move to areas of high user demand as required or could be outsourced anywhere in the world

A complete re-focusing of the supply chain – suppliers will have to radically re-organise their value chain and operating model to enable individuals to manufacture their products on personal demand

Software as a service is king – products and services are developed, marketed and sold primarily as soft digital assets all driven by software/SOA that can adapt instantly to any platform of the individual user’s choosing

Telecommunications become cyber security service providers  – because individuals are managing their own personal data communications across networks they are at constant risk of direct attack. Consequently, telco companies are continually, and fiercely, innovating their security capabilities (including drone services) to protect users

Pure fantasy? Let me know what you think…

Why digital transformation? My current three key questions – what are yours?

i) What things CAN’T your customers or employees do on their own mobiles to use or serve your products and services?

ii) Do you have one application that gives your employees all the RIGHT information about the relationship you have with a specific customer or client?

iii) Is there is one area of your business (no matter how small or large) that if improved to WORK SMARTER could deliver big benefits quickly for customers and/or employees?

Answering one or more of these questions can help a client find the critical pain points that could be addressed using new ways of working supported by digital technology – the power of digital transformation!

Let me know your top three…

Championing the cause for small data

There has been much said and discussed about Big Data; combined with advanced analytics it is indeed a powerful set of techniques and does allow an incredible insight into customer behaviour and needs with the ability to gain control of previously impenetrable piles of information.

I would, however, like to champion a new cause: Small Data. The fundamental problem with Big Data as an applied science is that it is designed first and foremost to benefit the business that is selling or serving the customer. Loyalty cards may have direct consumer benefits, but the insights and power that is gained by the retailer is disproportionate. It’s why many consumers are turning away from yet another card (or app) to carry with them, to manage their points and to feel frustrated when the offer has just expired or the card is left at home. Likewise insights into seasonal, geographical or product based segmentation patterns can be of great use to a business, but why does a customer care? Indirectly the consumer may benefit from this as store patterns evolve, new products are introduced and contact centre handling times may change, but being counted as an aggregated statistic does not bring good customer experience as a direct consequence.

The data that interest customers is their data, their “world” – small data that is focused around their needs and wants:

  • It’s data that differentiates them
  • It’s data that makes it personal, but not too personal, depending on individual perceptions
  • It’s data that helps drive a good customer experience at the moments of truth

If businesses and organisations can see the whole experience from the customers’ perspective and experiences, then the collective whole – the big data picture – would be a summation of great customer experiences that would truly provide insight. It would make the customer feel that they were not just contributing to a gigantic data machine to increase the bottom line of a company, but give them recognition that each small sale and each good customer service interaction builds the experience that big data can then record as a true revolution in how to use data with the customer at the centre.