For some industries, the web has become the major channel (e.g. web advertising).
Example: 4 Wash U students make accurate prediction by "creating" the future (using their networks to communicate their choices).
Some data about internet and mobile compared to total population, over the years: 680 million broadband users in 2013 vs. 1.6 billion smartphone users and 4.7 billion mobile users. More people will consume the web on mobile rather on desktops.
Consumers spend their time on search, social, retail and news sites. Social sites are growing faster. There are already countries where Facebook has overtaken Google in traffic.
Communication for the younger (10 to 24) is not e-mail, fixed voice is very low as well (include voice mail), their prefered channels are social network, SMS and mobile voice.
There are lots of technologies involved in the customer centric web roadmap. There is a problem in large organizations with the number of tools, sites (for marketing)...
In one example, a retail company is doing a good job with their web sites but its usability ratings are low. First reason: the customer has multiple sites opened (the company is not in control), the issue is how the site fits in the landscape.
Define the goal of the site. It may lead to several sites. Examples: create a transactional channel (drive business), raise awareness, extend the relationship (multichannel), provide information (for traffic, membership).
Focus on the business problem first: find opportunities for differenciation on different criteria, comparing with the competition.
Problem: how to delight the customer? But it is not sustainable (the surprise wanes or incremenally raises expectations). Consistency beats delight. Web is only one channel, multi-channel must ensure consistency (and continuity). You'll need to retire older channels...
Younger customers prefer self-service: take advantage of this! E-mail response, web chat (steeply increasing)... Multi-channel offerings are available.
Collect ananymous relationship data. There is no need to identify who the customer is when collecting the data. Identifying the "persona" is just enough! Building the "persona" is not easy and requires some (analytics) skills. Segmentation can then be based on these personas (shifting from product-centric to organization-centric, customer-centric and eventually persona-centric).. The response rates grow accordingly (from 3% on product-centric segmentation to 20+% with customer-centric).
The company has to earn the right to communicate with the customer.
Mediated interaction matching (coming from the contact center): "escalate" the communication channel (web, chat, voice), but keep the context (built from real-time analytics: preferences, what they do...) at any time.
Community participants: 80% are lurkers (only reading), 10-20% opportunists (ask questions, provide feedback), 3-10% contributors (make reviews, answer questions), 00-3% creators. The company has to decide how it engages itself. New metrics are needed, to measure the "human engagement". Balance customer and employee engagement, for effectiveness. At any rate, the employees have to take part.
3 main types of social software: inside the workplace (many different technologies, built from collaborative tools, coming first in AD organizations, customer-facing social software (example for support and customer service sites, generating major savings), public social networks (mostly, currently monitoring, anything else is held up by the legal department, it is the future place for the best ROI).
Best practices for growing loyalty: companies try to gain without delivering, they should invest in participation; accept the loss of control and build trust...
There are different ways to get on the external-facing social network wagon (open to all, private, independant but monitored).
Example of the Guardian: published the MP's expenses reports on an EC2 infrastructure (the infra cost 15 GBP, the project took 2 days to develop and setup), for crowdsourcing the analysis of hundreds thousand of pages.
The long-term limitation is lack of resources in the analytics area.
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