[liveblogging, please forgive typos]
“In a world of change, the learners shall inherit the earth, while the learned shall find themselves perfectly suited for a world that no longer exists.” -Eric Hoffer, American social writer and philosopher
Brent Leary (@brentleary, BrentLeary.com) & Rebecca Jones
In 2005: 5M Terabytes of info (Google)
No Twitter, little Facebook, no iPhones, iPads back then.
Today, it’s ridiculous the amount of information getting creating.
iPhones being bought, than babies being born. 378K vs 371K (each day/each week/each month — didn’t catch that that rate)
2005: last pope elected, very few cell phones and pictures being taken.
2013: almost every person had cell phones and taking pictures.
People skip TV ads; direct mail never opened; unsubscribing from emails
“The attention economy is not growing, which means we have to grab the attention that someone else has today.
Tech has changed our behavior, activities, expectations. But the philosophy hasn’t changed. People still want to be listened to and valued, more than just the money.
NCAA tournament and March Madness On Demand: built apps around the experience, and social experience built in to the platform. TV ratings went up. Traditional way (TV) people watched more — people expect more and more and more, as they get used to different technology.
“Improving the life experience of a customer goes beyond improving their experience as your customer.”
This is the way to get people’s attention, and keep it. How do we better develop ______ to create a better experience for our customers, our patrons?
Google Glass and Google Now — examples of creating technology to make experiences better for people. Different ways of taking information and making it more consumable for the people they are trying to engage.
“True service pays off”
1pt increase in customer satisfaction can predict a 14% change in revenues on the web; also, people more likely to buy again from the same company, recommend company to others, felt sense of brand commitment (2012 Foresee E-tail satisfaction index)
Subscription Economy (example Zuora): instead of buying products, people will subscribe more and more to services.
Zip Cars, instead of buying a car, pay a fee to use a car.
By 2015, more than 40% of media and digital products companies around the world will use subscription services…”
Tie Society: people don’t necessarily want to buy ties, company built subscription service like Netflix for ties. Tie selected goes in an online closet. Sent through mail, wear it for awhile and send back. Interesting… Hmm.
Definitely is a new way to engage with customers!
Amazon Effect: People don’t buy from companies. People buy from other people: people buy based on good experience.
‘People buy from a good experience’ Not people, not company, but how they enjoy the experience. ‘Frictionless experience’. #cildc –darnlibrarian
“Amazon who invented the one click purchase, perfected online shopping with data, efficiency, and customer service.” -Flurry.com, 2012
Amazon Prime membership.
How do you go through all these stages? Data; information; insights; empathy; action; interaction; trust.
Cannot skip empathy.
If you don’t get privacy right, info used for nefarious purposes, people will drop you quickly.
Sentensity. Sentiment + Intensity. How passionately do people feel about things?
Amazon bought Goodreads. People aren’t happy about that.
People are relying on people and social networks to find books. Why Amazon bought Goodreads — good network, with even more data.
Speaker is okay with this purchase, as long as the data is used correctly.
Pyramid of Customer Loyalty graphic.
Q&A Time with Rebecca Jones
Libraries are in relationship business. This is the first customer service expert the conference has had. People don’t buy [borrow/interact] from companies [libraries} with experiences.
The possibilities there are IMMENSE, when looking at our libraries within this lens.
What does this mean for libraries? 82% of Amazon Prime members will buy from Amazon, even if it costs more. If you create the right environment, climate, people, it allows you to create a community online/offline that will last for the long haul.
Rewards come from maintaining customers who are our advocates not from customer acquisition. Something for libraries to think about #cildc. @lauramoore
Amazon will look at the data to find the answers that they can’t get elsewhere. [My question:Â but can people be FULLY understand, simply through data? I don’t think data captures every bit of human nature & its vast diversity.]
Good point from Twitter: I agree. Data informs decisions; it doesn’t make them. #cildc -@anastasia_do
Rebecca Jones: it’s not just about the relationships. It’s the end of the relationship — the impact on the lives. YES!
Idea of mutual value–customers bring value to a organiz & we give value to them. Creates bonds to discover what those values are. #cildc -@Whslibraryrocks
How do you keep from going to the dark side with our data? His answer? We’re consumers. Did anyone else catch a real answer to that question?
Quick reaction: I enjoyed his talk, but as I began thinking about something Aaron Schmidt said yesterday in a UX Boot Camp workshop, that should we be imitating Amazon/Google/Apple, or be ourselves and then I also realized that data isn’t the WHOLE story for our communities and libraries, I became kind of disenchanted with his talk. Need to process more.