3/10/16
Responding To A Customer Revolution –
A Revolution is Underway –
From Digital to Cognitive Enterprise
The Technology Journey–Entertainment
The Customer Journey
Analog to Digital to Cognitive Enterprise
Completely Digital, But Still A “Pull”
All trademarks are property of their respective owners. Use of them does
not imply any affiliation with or endorsement by the trademark owner.
All trademarks are property of their respective owners. Use of them does
not imply any affiliation with or endorsement by the trademark owner.
1
3/10/16
Customer Engagement Channels
Crossing The Customer “Chasm”
Something Old, Something New, But All Integrated
All trademarks are property of their respective owners. Use of them does
not imply any affiliation with or endorsement by the trademark owner.
Cognitive Enterprise
Cognitive Enterprise
The Customer Journey Tomorrow – Extremely Data-Driven, A “Push”
Customer Engagement Channel –
Contextual Information Delivered “On-Person”
All trademarks are property of their respective owners. Use of them does
not imply any affiliation with or endorsement by the trademark owner.
2
3/10/16
Cognitive Enterprise
Cognitive Enterprise
“It Begins and Ends with People”
Penetrating The Customer Filter
All trademarks are property of their respective owners. Use of them does
not imply any affiliation with or endorsement by the trademark owner.
Industry Examples
Critical Skills
Analog
Digital / Cognitive
INSURANCE:
(Underwriting)
Actuarial tables based on general
population data
Individualized risk profiles based on
behavioral patterns
PHARMA:
(Drug Therapies)
Generic medicines based on most
common pathologies
Customized biologics based on an
individual’s own DNA
HEALTHCARE:
(Disease Detection)
Periodic health examinations to
identify anomalies
Real-time blood chemistry monitoring
for early discovery of anomalies
TRANSPORTATION:
(Vehicle Ownership)
We each own a vehicle with utilization
< 10% during any given day
We purchase transportation ondemand, utilizing autonomous vehicles
EDUCATION:
(Teaching)
Knowledge transfer is generic, occurs
in-person in a physical classroom
Knowledge transfer is individualized,
online and with a virtual instructor
GOVERNMENT:
(Policing)
Investigate crimes after they occur
using traditional forensic methods
Anticipate and prevent criminal activity
(e.g., “Minority Report”)
GOVERNMENT:
(Voting)
Annual, biennial, quadrennial voting to
elect representatives
Online, voting on-demand to capture
citizen sentiment – true democracy
MANUFACTURING:
(Smart Products)
“Fire-and-forget” products with static
features / functions once manufactured
“Learning” products that are
software-enabled and contextual
For Technology Leaders Going Forward
All trademarks are property of their respective owners. Use of them does
not imply any affiliation with or endorsement by the trademark owner.
3
3/10/16
Thoughts?
4