The Personal Economy | bruce kasanoff [email protected].

The Personal Economy | bruce kasanoff

http://www.flickr.com/photos/amsterdamned/1592689728/[email protected]

7We are seven years or less from

personalization being the major driver of our economy

IdentifyDifferentiate InteractCustomize

The four basic strategies of personalization(Peppers and Rogers Group, circa 1993)

Strategy

Common Sense

How to

Two golden rules

Today… keeping it personal

You’re intelligent.

Is your company?

does it have something worth telling each customer?

does it know each customer well enough to know what to tell

this one?

knowledge

intelligence

knowledge

intelligence

Sustainable profits come from knowledge that

your competitors lack.

Using knowledge to benefit both your firm

and your customer.

Susan Lyon, Lyon & Associates

(advertising and design firm)

“We knock ourselves out to interact with other departments to make it very easy for marketing to work with us. We figure out where the P.O.s are in approval, why invoices are stuck, we deal directly with legal to get approval of ads, etc.”

Bobby Stark, Hammock Publishing

(custom publishers)

“We know our customers’ goals and objectives. It sounds simple, but it’s amazing how many firms don’t bother to spend the time to invest in learning about their customers. We know our customers’ businesses better than many of their own employees.”

personal = intelligent

the vision

(and intelligent firms capture knowledge faster)

Now let’s put this in terms everyone in your firm can understand…

help customers

wasteless

MONEY

take less

of yourcustomer’s

TIME

give yourcustomer

less INFORMATION,

but moreknowledge

require less

EFFORTof your

customer

$

i

time wasted

money wasted

irrelevant info

effort

When customers benefit from less…

Stronger loyalty

Growing sales

Lower costs(in the long run)

Faster reactions

your company benefits, too

http://www.arttoday.com/PD-0028275/

http://www.arttoday.com/PD-0028275/

Married2 children

Tabatha age 6 William age 3

Owns 04 Nissan Maxima3 tickets since 1997

Drinks too muchSeldom exercisesCan be troublesomeMother deceased 1992Father deceased 1998Low savings rate

Be careful…

Hired 4/15/01Last promoted: 4/08Cost to service: highExpertise level: lowCooperation level: low

(100=normal)Web usage: 115Email usage: 135

Event attendance: 78Satisfaction predictor:

Renewal: lowReferral: low

Strategy

Common Sense

How to

Two golden rules


CommonSense

The Personal Economy is made possible by

the evolving ability of companies to

sense a customer’s needs, movements, location, or status

LET’S MAKE A DEAL

QuickTime™ and a decompressor

are needed to see this picture.



Prime Sense



a few words about speed

(created by Column Five Media for Gigaom)

Internet Trends 2010 by Morgan Stanley Research http://www.slideshare.net/CMSummit/ms-internet-trends060710final

Strategy

Common Sense

How to

Two golden rules


Embed “personal” in your firm’s processes and products

Learn Eliminate Sense Simplify

Learn from your customers, and remember what they tell your firm.

You need easy-to-use, accurate databases


Eliminate practices that waste your customers’ time, money or effort.

Look at interactionsfrom the customer’s perspective



Build sensors into your products and processes. Connect to sensors controlled by

the customer or other companies

Without senses, you can’t respond intelligently.



Simplify your customer’s life

Give your employees the freedom to innovate and to accommodate customer needs


Strategy

Common Sense

How to

Two golden rules


companycustomer

Personalization works in the space where both benefit.

Build a win-win culture

8words

remember information for customers

(not just about them)

The Personal Economy | bruce kasanoff

http://www.flickr.com/photos/amsterdamned/1592689728/[email protected]

The Personal Economy | bruce kasanoff [email protected].

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