“Every company is a software company “Every company is a software company. You have to start thinking and operating like a digital company. It’s no longer just about procuring one solution and deploying one. It’s not about one simple software solution. It’s really you yourself thinking of your own future as a digital company.” – Satya Nadella CEO, Microsoft

Customer journey Have you taken the time to map your customer journeys?

Engage customers Social saturation dilutes your message Marketing; Broadcast ideas do not translate into relational channels. The majority of social features and regulations of the past 36 months prevent traditional models. Social channels support conversations. Social demands more than just a change in technology. Social saturation dilutes your message

Engage customers Product, Price, Place, Promotion … Presence Marketing; Demand marketing is driving digital spend. Start anywhere, buy anywhere customer experiences are normal. Word of mouth / reviews are trusted more than websites. Invested buyers expect to buy on their terms and in their timeframe. Product, Price, Place, Promotion … Presence

Engage customers Power buyers invest in decision making Sales; You are probably the last person to know about your customers decision to buy from you. B to B ≠ 1 to 1 Many buyers are better informed than sellers. Many buyers view sellers as a barrier to their purchase. Power buyers invest in decision making

Engage customers Listen enough to act enough Account management; Switching is easy. The Pareto principle is 80% of the effects come from 20% of the effort. Understand every relationship to make any difference. As soon as they become your customers, they become your competitors targets. In a saturated market your most powerful weapon is your relationship. Listen enough to act enough

Transform products Change product; Internet connected is fine.

Transform products Consumers > Prosumers Change experience Just as we look to support the buying process, we should be supporting and enriching the post-purchase experience. Giving them access to services, performance, communities and initiatives. Consumers > Prosumers

Place of work today Mobile use Use, not users Engineer, manager, executive – all are becoming increasingly customer focussed. Mobility means different things to different people (not at my desk, not in my office, not in my country). Place of work is a configuration, not a destination.

Optimise operations Customer service Support when and where you need it. Appropriate