Monday, June 27, 2016

Wouldn't it be nice...

Wouldn't it be nice if:
  • Booking.com used the data of my hotel reviews, informing hotel owners of future bookings I make, with things I find important? If they know from previous reviews, I find WiFi very important, give me a room next to a router. If a person don't like children that makes noise, give him a room far from family rooms (or the other way around). 
  • I received local commercials in my own language, at spotify? I was walking in a town, abroad, while listening to my spotify playlist. But I kept on receiving Portugese commercials. It would be so much more effective, if I could receive local commercials in my own (or in the English) language. "take part in this boat excursion, say the promotion code "spotify" in our shop, here in Albufeira and receive 10% off"
  • I could just shake my phone (or press a button), and receive discount coupons of retailers near me. It is already possible in China (alipay), I have not yet seen it in Europe.
  • If I receive from NS (Dutch Railways) advice or discounts for routes I regularly take? I use this OV chipcart, but I never have any advantage of it in a personal way.
  • If my local garden supplier, used the IoT to prevent problems from occuring? If my IoT device signals bad weather, or signals that my plants need furtulizer, tell me! Prevent problems from occuring and the customer experience will be so much more positive.
  • If , like yesterday, I arrived at a totally deserted "bus station" in a city I do not know, that Google will auto suggest, to get me an Uber to get to my hotel destination? That I only have to press "yes"
  • If cities, see the commercial benefits of offering wifi throughout the city, it will help retailers, and improve visitors experience.
  • If I do not have to signup for loyalty programs with airlines, but that they just recognize me because I always book a plane ticket with the same email adress. Give me an account and auto loyalty me and surprise me. 
  • My Samsonite suitcase, has a small (very light) motor, and some chip that follows my cell phone. In that case, I do no longer have to carry or pull my suitcase while traveling, it just follows me. Much easier.


Saturday, June 11, 2016

Responsive organisation and Digital Transformation

Goodmorning!
I have a few days off, so time to catch up again, lot's of reading to do.

In two weeks time, I am invited for the mediapost email insider summit in Portugal! Seems like a great event and I will for sure post some interesting insights at this blog during this event. I hope to learn more about customer centricity and CRM there!

But today something about organisations and especially the future of them. Take a look at this article
The Future of Organisations is Responsive

I think so true, the new branding is not anymore about a nice video, and some ATL branding campaigns and a nice logo. It is about being relevant, about reconnecting with your customer, being able to adapt quickly, solving problems for customers with the help of digital tooling. To be able to do so, as an organisation it is essential to optimise for uncertainty instead of certainty.

Many traditional organisations keep on thinking from a traditional point of view. They do not dare to think out of the box, they keep on falling back in their traditional way of thinking.
For every campaign, promotion or system change they mostly start thinking from their original values.
They stay too close to their -in many cases- successful businessmodel that worked for decades. But the times have changed.

A few weeks ago, I was attending a conference organised by shopping tomorrow. It was a very interesting and well organised event. One of the speakers, talked about OAD, a former Dutch traditional travel agency. One of those old school travel agency's, that organised (bus) trips across Europe,
OAD was known by everybody and you could book their tours through travel agency's. Travel agency's? Yes, those shops, with many holiday pictures of happy families at a beach that smiled towards you from the shopping window.

If you entered such a shop, you were always given a printed catalogue, with pictures of beaches you never saw when you were actually in this resort. If a new catalogue came out, the winter or autumn catalogue for example, you had to be quick to get the best offers.

Oad did not make it into the digital age.

The speaker at the shopping tomorrow conference, worked at OAD for a long time and gave us the following learnings:


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