Trust me! You will be as Cool as your Coolest Clients. Cool Clients co-invent the future with us. Soooo … WHAT’S YOUR COOL CLIENT PORTFOLIO LOOK LIKE? [Hint: “Biggest” are rarely “coolest.”]
Benchmarking, Perils of … “The best swordsman in the world doesn’t need to fear the second best swordsman in the world; no, the person for him to be afraid of is some ignorant antagonist who has never had a sword in his hand before; he doesn’t do the thing he ought to do, and so the expert isn’t prepared for him; he does the thing he ought not to do and often it catches the expert out and ends him on the spot.” Mark Twain
Amen! “The Age of the Never Satisfied Customer” Regis McKenna
T.T.D./Sooooo… Are you pushing your customers? [Internal or external.] ARE YOU ENGAGING THEM IN A JOINT VENTURE-JOURNEY INTO TOMORROWLAND?
No bull: Evaluate EVERY Client Relationship. Is EVERY CP/Client Project a “test”? That is, an effort to explore Uncomfortable-But-Important-Stuff?
Context: “No” to “inevitable commoditization” S1: Lead the Customer! S2: Master E-Commerce! S3: Women Rule! (and the elderly) S4: Design Rules! (too) S5: It’s the Experience! Bottom Line: Glorious Age of the BRAND!
Brand Outside Strategy 2: Master E-Commerce!
$35,000,000. = ???
Dell’s Web sales … daily
350,000 = ?????
New items going on sale at eBay … daily(12-99)
[AOL delivers more mail than the USPS! Source: Fortune 2-00]
2X = 100 days (Internet traffic) 2X = 9 months (network capacity) Source: Red Herring (1-00)
Time to 50M Users Radio … 38 years TV … 13 years PC … 16 years Internet … 4 years Source: Business 2.0 [01-00]
T.T.D.: Study!! Read: Business 2.0 Red Herring Wired
YOU MUST [M-U-S-T] BECOME AN AVID INTERNET STUDENT! PERIOD! SO … HOWYADOING?
Tomorrow Today: Cisco! $7B of $10B Save $500M (service and tech support) C.Sat e >> C.Sat H Customer Engineer Chat Rooms ($1B?)
Business 2.0: “20 Industries About To Be Fossilized by The Net” (3-99) Travel Agents ($2B now, $30B in 2003); Apparel (1-21); Autos (4-213); Home Electronics (1-21); Paper and Office Supplies (1-65); Food (<1-54); Utilities (7-170); Computing (20-400); Newspapers ($5B of $19B classifieds)
Cherry Picking Vertical Markets Plasticsnet.com: $370B; sellers pay $5K to $8K for “storefront”; 5% to 10% cut Hook: community services (database, catalogs, forums, industry job bank, etc.)
The Motley Fool Secret? “Strangers helping strangers” “Fools’ Logic,” IW
T.T.D.: Message! COMMUNITY!/ COMMUNITY SERVICES!
Web Secret No.1: COMMUNITY – as in, User Community – RULES! So: How do your online Community Development Activities rate?
W.W. Grainger* 2X phone/fax *$220B “MRO” market (per Business 2.0/02-00)
Welcome to D.I.Y. Nation! “Changes in business processes will emphasize self service. Your costs as a business go down and perceived service goes up because customers are conducting it themselves.” Ray Lane, Oracle
Shop in your Underwear Source: SM’d logo for www.ae.com ae = American Eagle Outfitters
“Autoweb. Take the Wheel.” - Advertising Age
Psych 101: Strongest Force on Earth? My need to be in perceived control of my universe!
“IT enables total transparency. People with access to relevant information are beginning to challenge any type of authority. The stupid, loyal and humble customer, employee or citizen is dead.” Kjell Nordstrom and Jonas Ridderstrale, Funky Business
Patricia Seybold’s “Basics”: The E-Customer Bill of Rights Don’t waste my time! Remember who I am! Make it easy for me to order and procure service! Customize your products and services for me! Source: customers.com
“Welcome back, Tommy!”
T.T.D.: Message! THE CUSTOMER IS IN CONTROL!
Do you Joyfully “allow” the Customer to lead you around by the nose? Is this truly his/her site? Her/his “home”?
“In the network economy, the Website becomes the company’s primary interface to the customer. The user interface becomes the marketing materials, store front, store interior, sales staff and post-sales support all rolled into one.” Jakob Nielsen, Designing Web Usability
“Most companies would do more business on the Internet if they fired their entire marketing department and replaced it with people who could produce interactive content that actually made it easier for users to buy.” Jakob Nielsen, Nielsen Norman Group
Red Herring (01/00) 75% of online shoppers don’t complete their purchase!
Nielsen/Designing Web Usability All Web projects are customer-interface projects! Simplicity rules! Make it easy for customers to perform useful tasks! Less “cool,” more useful! Speed rules!
Nielsen/ Continued Must work … on a small screen! Must work … w/o graphics loading! “Scannability” rules! [Users pick out key words.] Navigation page: No scrolling! Remember: 25% to 50% “successful use”