oddEVEN
We provide marketing technology, front end and software development consulting to bring your digital marketing and ecommerce projects to the next level.
It's
about
people,
not technology
By Stefan Malär
Know your audience
Today'S
(User) Story
As a listener to this speech,
I want to understand how to focus on people,
so that I can be successful in the digital age.
WHAT
WHY
As a listener to this speech,
I want to understand HOW to focus on people,
so that I can be successful in the digital age.
Why
By Jack Lindsay via Vancouver Archives
en·ti·tled
inˈtīdld, enˈtīdld/
adjective
believing oneself to be inherently deserving
of privileges or special treatment
THE ENTITLED Customer...
By oxforddictionaries.com
...Expects more
Expect real-time customer service
By Harris Poll, 2014
Expect there to be a service that ships products before they order them within 5 years
90%
48%
...Has an attention Span
of 8 seconds
Less Than a goldfish
...Gives only
partial attention
...And wants to be treated as An individual
You need to keep up with your customer
Technology helps
By Scott Brinker, chiefmartec.com
But
Only
of marketers believe they
get full value out of their tools
3 percent
By Walker Sands, State of MarTech 2017
Connectivity allows for new business models
Digital Disruption
WHY focus on people?
They help you to...
...meet new customers expectations
...manage technology complexity
...transform your organization
What
Become a customer centric organization
80%
of companies believe they deliver a superior customer experience
of customers believe those companies deliver a superior customer experience
8%
By Bain & Co
Outside in
Become agile
Agile Manifest for companies
We favor
People and interactions over processes and tools
Working service over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a strategy
Based on Agile Manifest byagilemanifesto.org
Goal of agile
Deliver most value with given resources at the earliest possible time at highest quality to your customer
Bring the right people together
nexus of Human and Tech
By Scott Brinker, chiefmartec.com
Plus shapeD People
not really
Plus shapeD People
Cross discipline
Strategic thinking
Broad experience
Deep expertise
WHAT to focus on?
To become...
...customer centric
...agile
...attractive to the right people
HOW
Enable Change
From imgur.com
People hate change…
And that’s because people hate change…
I want to be sure that you get my point.People really hate change. They really, really do.
By Steve McMenamin, Atlantic Systems Guild
Take them on the journey
Communicate
Ensure short term wins
Make change a habit
Create a Customer and service Mindset
Service design
Truly understand your customer
Insight:
Kids are more frightened of embarrassment than they are of death.
Single data point
By Doug Kessler, MarTech London 16
Stop technology-first approaches
Size Initiatives correctly
Make Happy employees
Engage Employees
By Gallup.com
13%
Remember
What matters most
purpose
autonomy
mastery
for motivation
HOW to focus on people?
By...
...supporting employees with change
...treating your customer as humans
...favoring people over technology
...keeping your employees engaged
This is it
Recap
WHY focus on people?
WHAT to focus on?
HOW to focus on people?
take away
Being agile as a company is more important than having a strategy in a fast changing environment, and the key element to this is the people.
Thank You!
Stefan Malär
Redefining
Marketing Technology
Credits and references
-
http://www.vancitybuzz.com/2014/09/vintage-photos-of-vancouver-grocery-stores/
-
http://webbyawards.com/wp-content/uploads/2014/11/webbyawards-atyourservice.pdf
-
http://www.bain.com/publications/articles/tuning-into-voice-of-customer.aspx
-
https://www.kotterinternational.com/book/our-iceberg-is-melting/
-
https://www.slideshare.net/MarTechConf/the-big-leap-from-data-to-insight-by-doug-kessler
-
https://hbr.org/2017/03/why-the-millions-we-spend-on-employee-engagement-buy-us-so-little
-
http://www.gallup.com/businessjournal/188033/worldwide-employee-engagement-crisis.aspx
It's about people, not technology
By oddEVEN
It's about people, not technology
Everybody is trying to keep up with the latest technology trends and gadgets, but the key factor is the people: Technology is only a means to tell your story and enable both employees and customers. We will talk about why and how you need to focus more on people instead of technology.
