2013 SOCAP Symposium – UBERtrends that are Reshaping the Customer Experience
BY: Dan Owings, The Chapman Group
While in attendance at the 2013 Society of Consumer Affairs Professionals in Business (SOCAP) Symposium in New Orleans, Louisiana, I had the opportunity to hear Michael Tchong, author, innovator, and founder of MacWEEK, speak about current UBERtrends and how businesses can best position themselves in the face of these trends. The UBERtrends that Mr. Tchong sees reshaping our future are what he called Digital Life, Time Compression, and Unwired Control Freak. At a very high level, this is what each UBERtrend means/represents:
Digital Life – The marriage/connection of mankind to machine.
Time Compression – “Total Experiences” are being compressed into shorter chunks of time.
Unwired Control Freak – Mobile devices are being used everywhere, in concert with other media– and, at all times. Also noted; marriage rates are dropping, single rates climbing… equating to people having/wanting more control of their life experience(s).
To best position a business in the face of these trends Mr. Tchong suggested that organizations:
• Let customers be in control of the buying process and interactions with your company
• Optimize websites for mobile and utilizing “responsive design”
• Take advantage of Second Screen Phenomena
• Keep services simple to better manage customers’ increasingly valuable, disposable time
• Be category leaders, accelerate innovation in Product, Process, Supply Chain, Marketing
As insightful as this information is, it is specifically directed at consumer businesses. So I thought to myself, … “what do these UBERtrends mean for B2B Sales, Account Management, and Customer Experience organizations?” to which I now share with you the ways I think that B2B organizations need to best position themselves in the wake of these emerging UBERtrends:
- The customer/account experience must be dictated and controlled by the Voice of the Customer. Customers want more control of the experience, especially in strategic relationships… a successful organization must have a process or program to capture and act on this information.
- Utilize mobile devices internally to enhance and optimize sales, account management, and customer experience organizations by putting actionable intelligence at the flick of your teams’ fingertips.
- Utilize mobile devices externally to enhance the customer experience— keep it simple and relevant to the business relationship.
- Being a category leader will only matter in a B2B relationship if the category is of value to the customer organization… meaning, innovate and lead based on what your customers are looking for your organization to lead on.
Thank you to Mr. Tchong for getting my brain firing… and to SOCAP for a great event. This is my take on one of many many interesting topics I heard in New Orleans. I would be interested in hearing your thoughts and opinions on these trends, and how you believe they will impact B2B relationships.