Tag Archives: disruption

#MRIA2017 Opening Keynote: The Age of Disruption by Scott Stratten, Expert in Un-Marketing and NOOOOOO [Excellent!]

Live note-taking at the #MRIA2017 conference in Toronto. Any errors or bad jokes are my own.

Scott Stratten on twitter

  • [100% hipster takes the stage including jeans, sloppy shirt, tattoos, beard, and man bun]
  • He is known as the creator of the NOOOOOO button which gets millions of users and views with an average 27 second view. The site does pretty much nothing but say NOOOOOOO. It is the number one site on google for any version of the word ‘no’ that contains more than one o,
  • Many people feel guilted, stupid, slow about being brought into the social media, digital world. Huge pressure to stay up to date with every channel but it’s impossible.
  • You do NOT have to use every platform. If you don’t like it, don’t use it even if you want to feel cool and hip.
  • When we say the word millenial, we mean people younger than us and we don’t like you. [yeah, i have to agree. We’ve built a wall there.]. This happens with every generation. Every newest generation is the worst generation.
  • We’ve created a bias of ageism that is allowed. But it’s not a good thing. We use it in hiring. We assume young people don’t know. We assume older people aren’t tech savvy.  Our industry depends on this. We see younger people as a threat.
  • We hear things like millenials hate meetings and love to travel. Well, who doesn’t? This is just a bias of interpretation. We need to give comparative numbers. Millenials are more civial minded, cause minded, want to work for non-profits.
  • The shift is not an age shift. EVERYONE is making communication changes so we need to figure out what customers want to do. Don’t say old people don’t text because they do, they just do it differently. Your customer should decide what channel they want to use. If someone emails you, then email them back instead of demanding a phone call.
  • People like the written record of text, DM/PMs, emails. 
  • Know the speed of response expected by each method and respect those.
  • Brands hop onto trends, often the surface of the trend. Put quotes on pictures, use influencers, newsjacking. But you must do it right. You CAN’T capitalize on death, terror, even if it’s ‘just a joke.’ Offer condolences, help not jokes. Consumers have the power to react, to choose where they open their wallet.
  • Viral isn’t about a million views. It’s about 100 views with the exact right audience. Newsjack with originality.
  • Ethics are not a renewable resource.  What is the first thing that comes to mind when people think about your brand? Your horrid, distasteful ad?
  • The problem with live video – most people are not filmable, don’t want to be on video, they’re modest or humble. Most people aren’t that interesting, particularly when it comes to streaming live. 
  • Contextual content – does the content match the sharing method – concerts, sports, backstage at awards ceremonies. Most other things do not. Interviews with your VP – NO!  We want to do it to look hip because we can. But should we? Does it help your brand? 
  • Branding is no long real time. It’s NOW time. A response in 3 minutes vs 3 hours can make all the difference. What if an airline responded to your complaint 3 days later – you’d be even angrier. Authentic and transparent are important but speed is paramount.  Great responses are disarming because most other responses are terrible.
  • When people complain, they want validation and to be heard. They want the attention that they weren’t getting otherwise.  At least recognize the issue immediately.
  • Vanity metrics make you feel great and amount to nothing,  Metrics must move the needle for your client.
  • Don’t write books to sell them, write books to share knowledge.
  • [Scott is a very entertaining speaker. Lots of fun stories. Look for his Unpodcast with Alison Kramer]

Like that? Read these!

“ICE”ing On the Cake -De-Constructing and Disrupting the Customer Experience by Anne Kossatz and Lesley Haibach #MRIA14 #MRX

Live blogging from the #MRIA national conference in Saskatoon, Saskatchewan. Any errors or bad jokes are my own.saskatoon

“ICE”ing On the Cake -De-Constructing and Disrupting the Customer Experience
Anne Kossatz, Manager Strategic Marketing Research, RBC

Lesley Haibach, Vice President, Ipsos Reid Loyalty

  • the customer experience had flat lined, results were very stable especially at the corporate level
  • wanted agent level feedback, needed faster presentation of results
  • what makes an experience GREAT?
  • focus is on the experience – pre-call and post-call also have an influence on telephone customer experience
  • you need to focus on far more than just corporate level – apple and disney focus on the individual consumer
  • are you thinking about the music playing, what the line will be, what the store smells like
  • need to look at where in the interaction someone feels they’ve had a good experience
  • what do you THINK the line will be and what would be better – 10 people in line imagined versus 5 or 0 to make you feel better
  • 3 stages of study – understand expectations vs reality – key stakeholder interviews conducted
  • move to customer observation and interviews with an ethnographic experience, had consumers do an information gathering phone call
  • final stage is frontline staff validation sessions – brought in staff from all departments and found the pain points and what could be done to fix those
  • customer journey extends beyond the experience itself – IVR to live agent to transfer – people expect ease of navigation, empathy and engagement, warmth of transfer
  • also what is motivating them to make the call, is there any follow-up – these also matter
  • what are the door openers in the experience – what is the mood, headspace during the precall – transaction you don’t recognize, fear or anger or stress, 1 or 5 rings really matters. if you’re just changing your address while you watch TV at the same time, the mood is totally different.
  • people would prefer to stay on the line with an agent rather than stay on line with the agent, when you go to the branch you are technically put on hold but the teller keeps you engaged
  • client validation – you have to give your personal details several time even before you get to the right person – need to wait to hear the issue before the person is validated and has to give their personal information
  • client experience – it must be client first, need a warm transfer, sometimes problem is resolved but the client doesn’t realize it’s been fixed
  • HR realized it needed to hire not necessarily entry level people, but those with the ability to engage and delight customers
  • it’s time to rebuild the experience and the measurement of that experience

Other Posts

Digital Disruptors by James McQuivey #MRA_National #MRX

… Live blogging from Disney Orlando, any errors are my own…

The Digitally Disrupted Consumer: Researching an Accelerating Target

James McQuivey, Ph.D., Vice President and Principal Analyst, Forrester Research

MRAInsights

  • The end of research as we know it has arrived. Are you ready?
  • Think of the world of banking. They make us wait in line to access our own money. Bankers hours were always frustrating.
  • A machine disrupted the process in the 70s and was cheaper than running a whole bank branch. Though it was ridiculously expensive.
  • In the good ol’ days, how will we move to online banking if we couldn’t use an ATM? There are always barriers to adoption.
  • Now, we take a photo of a cheque and it is in our bank account instantly. The bank didn’t have to pay for the phone so maybe it cost them a few pennies to develop the app that was used.
  • They didn’t teach us how to use the app or take a picture. We know how to now.
  • “People will never do that.” Well, they will. That’s not a good excuse anymore.
  • “It will cost too much to do.” Nope, not anymore.
  • What do consumers REALLY want, not what do consumers want within the constraints that we have to work with? Minimum satisfaction is no longer sufficient.
  • How quickly/cheaply can we give it to them?
  • Don’t adopt technology, rather internalize technology – find distruptive ways to do things.
  • Learn to think like Mark Zuckerberg [create another facebook? no 🙂 ]
  • Think about Expensify, a new way to do your expenses
  • Dilemma for research – finding disruptive, new ways to achieve insight, and exploiuting digital tools to do it cheaper, faster
  • Adoption is the old way of doing things, it’s not enough.
  • Digital disrupters are building the tools that we need and want to use to make things better, strong, faster
  • Old disruption – Only a few people had sufficient money to be able to do something important, can take decades and billions of dollars, replacing landlines with cellphones for example
  • Digital disruption – Many people can participate, lower cost per idea, many many more ideas are coming to market, anyone’s basement will work, somewhere in all those ideas is a huge idea
  • 10X the number of innovators, 1/10th the cost – multiply it out is 100X the power
  • It’s not just change or management, it’s disruption. It will break what we’ve already done.
  • Consumers are already auto-disrupting – we do our shopping in the cab and the product is at our door in two days
  • Digital bridges to consumers – tablets, phones, kinect. Just a decade ago, it took two years to sell 1 million ipods.
  • Digital disruptors meet consumer needs more fully by innovating the adjacent possible.
  • Old days, marketers were required to build barriers to switching, loyalty was massively important.
  • Ask yourself what is outside your circle, what is the next thing your consumers will need, what should I seek to satisfy. Now “what is the future of X” but rather “what does my consumer want that is outside my circle”
  • What is the next thing people trying to lose weight need? Weight watchers will try to do all of these things. A newbie can’t afford to do all of them, just the one next thing – ability to track their calories. A company created “Lose It!” After calories, they added an exercise component, and it reads what exercise you did. Didn’t raise capital for 4 years.
  • Find the next thing people want and if they use it, great. Otherwise, lesson learned.
  • The Magic Mirror – A girl standing in front of her mirror already knows how to use your products. But what if she has an app that let’s her see what she looks like with different hair, different make up, and those companies advise her on what would work for her. There are so many things that she needs next that you could build/market to her.
  • Media has the content to help you do this – fashion magazines. Retailers who sell the product. Manufacturers who want the customer loyalty. Platforms want to enable it. Who will seize the opportunity first.
  • Not every company can do this, particularly in health care. Actually, yes you can.
  • Are executives ready? People see it coming but they aren’t ready for it.38% believe people in their company have the skills to adapt to the changes that digital brings. 32% believe their policies will enable them to adapt to the changes that digital brings.
  • Methodology has gotten us this far. Now is time to go beyond them. Think big data [yawn], mobile metrics, cloud data analytics. These could generate insights 24/7. Don’t built a fridge with a TV. Build a fridge that knows when to be colder and warmer at what time.
  • We selected the market research position because we like order, but we need to bend and enjoy chaos. Be creative when no one is looking.
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