20 Cartoons that Perfectly Illustrate the Customer of 2020 - SMARTERCX - Oracle
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
20 Cartoons
that Perfectly Illustrate
the Customer of 2020
SMARTERCX
PRESENTED BY OR ACLE
Introduction
Imagine if, in the process of planning your customer experience
strategy, you could type in1 your target customer, and after the
system computes and grinds and sweats 1’s and 0’s, up pops a
cartoon. In seconds, you have immediate understanding and
empathy for your customer, and a giggle to carry you through
your day.
The customer-cartoon-a-tron2 may be a few years out, so
consider this ebook your helpful reminder of what it means to
be a customer in the age of accelerating choice and technology.
We’ve curated this collection of 20 cartoons (from over 60
cartoons at smartercx.com) across 7 topics, with some handy
research and statistics to add some learning to the laughs.
What’s inside
Everything is scary.................................................................................... 2
Go on a what?............................................................................................ 4
Time hurts.................................................................................................. 6
The differences are blurring.................................................................... 8
When we are not at our best................................................................. 10
Remember me..........................................................................................12
Moving Forward...................................................................................... 14
1 Type in? What is this the 90s? Speak in? Gesture in? Think in?
2 Is this patented yet?
1
Everything is scary
What if walking down the street was exactly like browsing the
internet? What would that street look like? A cute downtown
district, with charming street signs and lollipop stands? No! It’s a
terrifying shadowy metropolis, where anything you touch might
be a trap, you’re being shouted at from every direction, and you
need constant vigilance, anonymity, and protection.
52% of consumers admitted to being skeptical of any
recommendations delivered via a digital platform, according to
a new survey1. If you’re a Baby Boomer, that number increases to
80%.
When our customers live in an environment of constant micro-
fears, how do we create experiences that feel safe? How do we
make assurances that when customers come to our end of the
street, they can safely reveal who they are and what they want,
and fully enjoy the benefits of personalization?
1 Oracle and Jeannie Bliss, “One Size Doesn’t Fit All”
2
More customer scares 3
Go on a what?
Hobbits go on journeys. They start in their hobbit hole on page
1, work their way to the dragon’s mountain by page 120, and get
back home by page 230 -- a little more invisible than they left. But
today’s customer journey isn’t quite so linear. Our lives involve
so many tiny interactions with so many channels, brands, and
general disruptions that it’s hard to imagine them being strung
together with useful cohesion.
And it’s certainly evident that the moments we get with
customers are smaller, while their expectations of immediacy are
higher. Perhaps it would be best to rip up the journey, look at the
individual interactions and optimize across all touchpoints. After
all, omnichannel shoppers are found to spend more, according to
another survey1.
1 HBR, https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-
that-omnichannel-retailing-works
4
More distracted journeys 5
Time hurts
Consider the phenomena created by the credit card chip. It seems
simple. You slide the card in the slot, wait, then take it out when
it’s ready. But the key words here are wait and when it’s ready. The
machine is driving the pace of the interaction, and even 6 seconds
is too long to stand there helplessly with your eyes fixed on the
screen and hand hovering next to the card.
Technology is at a fantastic point of setting up the expectation of
immediate gratification, but not always delivering. Customers notice,
and as fast as those moments may be, they are real. But finding
them in our experiences may reveal opportunities to actually
improve a customer experience instead of leaving the customer to
their tiny miseries.
Considering that over half of Millennials and Gen Zers admit to
shopping just about anywhere, including at weddings, on dates,
and even in the shower1, the expectation of delivering now
experiences is critical to building brand loyalty.
1 Oracle and Jeannie Bliss, “One Size Doesn’t Fit All”
6
More impossible expectations 7
The differences are blurring
Our thermostat can see us. Our phone can recognize us. Our
smart speakers can listen and talk to us. How long until our
refirgerator can hug us? As our experiences look and act more like
us, will we start to treat them more like people, with all the good
and bad that comes with it?
And taking the thought further, should we be recalibrating the
ways we measure our customer’s responses to adapt? Many
brands are already using emerging technology to improve their
interactions with customers. 66% of companies use at least one
technology such as AI, VR/AR, intelligent voice assistants, or IoT
to affect customer experience, according to recent research, which
also found that emerging technology usage has a high correlation
with improved CX performance, including higher customer
satisfaction1.
1 Oracle and ESG, “The Impact of Emerging Technology on CX
Excellence”
8
More emotional technology 9
When we are not at our best
If only life were like stock photos. Strolling along a sunlit street,
looking spectacular, with a few candy-colored shopping bags over
our arm and smiling at our phone as we interact with yet another
finely crafted brand experience.
Even the person in that stock photo is not that person. When
our customers interact with our brands, it is rarely in ideal
conditions. Sometimes, the best experiences are the ones that are
designed for our less ideal moments, that help us in moments of
frustration, helplessness, or need.
When today’s customer is in need of assistance, 33% of them pick
up the phone, while 67% seek resolution through other means like
online chat or via a YouTube video. But the majority agree -- when
they do pick up that phone, they expect a human voice on the
other end1.
1 Oracle and Jeannie Bliss, “One Size Doesn’t Fit All”
10More customers in need 11
Remember me
Are you terrible with names? Ever have that brief moment when
you see someone you’re acquainted with and you go out of your
way to demonstrate you remember them, or say their name to
prove that you were listening? So sorry about that Scott (shoot!
Was it Martin?).
As we struggle to weave together the many disciplines that make
up our customers’ experiences, and their interactions with our
brand, how often are we forgetting their name? As they move
from one stage to the next, do they feel like a stranger, re-
introducing themselves to our marketing, our sales people, our
commerce portal, and so on?
There are many reasons to unify your customer experience in
2020, but making the customer feel recognized, listened to and
appreciated at every step shouldn’t be underestimated.
12More personal experiences 13
Moving Forward
Well, there you go! We’ve solved it! Every mystery of our 2020
customer is now revealed through the power of cartoons. You’re
welcome!
If there’s an overriding trend to all of this, it’s that each of these
characteristics of customer experience - trust, choice, speed,
personalization, and expectations - are now subject to the
accelerating innovation curve of the technology present in every
aspect of life. But our best customer experiences are the ones that
understand what it means to be human.
Please visit smartercx.com/cartoons for over 40 more cartoons.
14More customers of tomorrow 15
Brian Pope has been creating cartoons since the age of 5 because
there is too much that makes him laugh to not share. Since 2017
he has been creating a bi-weekly cartoon about the customer
experience industry, and accidentally learned a lot.
smartercx.com/cartoons
SmarterCX.com by Oracle is the destination for professionals
who are building the next generation of customer experience.
Here, you can find breaking news, in-depth analyses, expert
insights, and useful tools that will empower you to think and work
progressively.
smartercx.com
Oracle Corporation, World Headquarters Worldwide Inquiries
500 Oracle Parkway Phone: +1.650.506.7000
Redwood Shores, CA 94065, USA Fax: +1.650.506.7200
Intergrated Cloud Applications & Platform
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. This document is provided for information purposes
only, and the contents hereof are subject to change without notice. This document is not warranted to be error-free, nor
subject to any other warranties or conditions, whether expressed orally or implied in law, including implied warranties and
conditions of merchantability or fitness for a particular purpose. We specifically disclaim any liability with respect to this
document, and no contractual obligations are formed either directly or indirectly by this document. This document may
not be reproduced or transmitted in any form or by any means, electronic or mechanical, for any purpose, without our prior
written permission.
Oracle and Java are registered trademarks of Oracle and/or its affiliates. Other names may be trademarks of their
respective owners.
16You can also read
