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BT Clouds Crowds and Customers

BT Clouds Crowds and Customers

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Published by BT Let's Talk
Doing Business as Unusual.
Doing Business as Unusual.

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Categories:Types, Research
Published by: BT Let's Talk on Feb 07, 2013
Copyright:Attribution Non-commercial

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05/29/2014

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Clouds, Crowds and Customers:
Doing Business asUnusual
Written by Dr Nicola J Millard
Customer Experience Futurologist, BT
 
The Challenges of Business as ‘Unusual’All Change, Please: The Rise of theConnected, Multichannel CustomerFrom ‘Push to ‘Pull’: Rethinking Business StrategyCrowds: Creating New Ways to NetworkCloud: Is it all just Water Vapour?Issuing a Challenge for Future BusinessReferences
Contents
 
Clouds, Crowds and Customers:
Doing Business as ‘Unusual’
1
Future business is being shaped by a unique set of pressures. In addition to a challengingeconomy and shifting political policy, we have interesting changes in customer behaviours anddemographics, crowd behaviours enabled by social technologies and new networked technologiesand infrastructure: Clouds, Crowds and Customers.We have entered an age of ‘business as unusual’. This is an age where business environmentsare less predictable, controllable and certain; where strategies become more organic, less linear,chaotic and emergent; where customer behaviour is social, connected and viral. This is both anexciting and a scary time because the fundamentals of business as usual are being challenged.Businesses are generally built to last rather than to change. The result is that we tend to usenew technologies to reinforce old ways of doing things.According to a survey conducted with 131 senior business and IT people as partof BT’s ‘Beyond the Cloud’ events, the priorities for organisations are:
•42%wantedmoreefcientbusinessprocesses.•45%wantedtodeliverbettercustomerservice.•13%wantedtomaketheirpeoplemoreproductive.
The emphasis placed on customer service in this equation is reassuring since there is always a
temptationinhardtimestolooktoorganisationalefcienciesattheexpenseofcustomers.Customer
retention is more cost-effective than recruitment, so retention is all. The interesting aspect is thatindividual productivity is not a current focus – with leaner, meaner organisations already stretchingtheir people to the maximum and processes often preventing them from being more productive.However, with everyone being challenged to do more for less, now may well be the time torethink business models that have often been in existence for a hundred years or more.Things such as:
•Whatexactlyareofcesfornow,giventhatmanyemployeescanworkanywhere?•Howwilltheyoungergeneration(themillennials)inuencethefuturewaysofworking?•WillinternallyrunITinfrastructuresgothesamewayastheelectricitygenerationdepartment?•Howdoesaconnected,informedandopinionatedcustomerchallengethewaythatfront
line services are delivered?This paper will tackle all these questions and more.Much of the discussion in this paper was inspired by the panellists and delegates who participatedin the series of ‘Beyond the Cloud’ events that BT hosted alongside Cisco and Computer Weekly
duringJuneandJuly2010.
The Challenges of Business as ‘Unusual’
1
...the fundamentalsof business asusual are beingchallenged.”

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