Build services that anticipate natural customer behaviors

By anticipating needs from moment to moment.

Companies must zerofy friction to create naturally fulfilling moments.

Friction is penalized while effortless interactions will become more commonplace.

55%

Customers willing to pay more to guarantee good experience

50%

Organizations changing business models to improve CX

140%

Spend of customers who had the best past experiences over worst

5.1x

Revenue growth of CX leaders vs. laggards

7x

Likelihood of loyal customer to try new offering over rest

CURRENT

ALARM CLOCK

Directed, one-dimensional experiences

Reactive, manual customer service

Omni-channel push

FUTURE

SUNLIGHT

Disappearing, intuitive interfaces

Autonomous, predictive interactions

Ubiquitous “always-on” pull

A major Chinese superplatform launched a grocery store which aims to merge the digital experience of online shopping via a mobile app and a highly customized in-store experience for shoppers.

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Create extreme personalization in real-time

Extreme personalization

Momentization is about being present in the rhythm of a customer’s life.

Customers will almost expect the unexpected: brands showing up to deliver surprising “micromoments of value”.

31%

Consumers who wish their shopping experience more personalised

22%

Shoppers who are satisfied with current level of personalisation

57%

Consumers are willing to share personal data in exchange for personalised offers or discounts

88%

U.S. marketers who see measurable improvements due to personalization

5%-15%

Revenue lift from personalization

23%

Companies are truly capable of consolidating data into a single view of the customer

CURRENT

ROUGH SKETCHES

Intent-based estimates

Static demographic segments

FUTURE

HIGH-RESOLUTION MOTION CAPTURE

Signal-based response

Dynamic personas

At LumenLab we built Vitana, an insurance product for pregnant women to protect against gestational diabetes (GD) that does not require patients to file any claims.

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Dissolve traditional boundaries to fuse value across ecosystems

Leverage partners to serve customer JTBDs end-to-end in an integrated experience.

Taking an ecosystem approach is imperative, which means integrating third parties into your value proposition, or reaching customers through platforms.

Companies that don’t fit into the ecosystem will grow less relevant to customers.

60 trillion

ecosystem revenues by 2025

11%

The rise of “feat.” in today’s music

62%

American executives who believe ecosystem participation allows businesses to innovate.

CURRENT

LINEAR CHAIN

Vertically integrated around supply chain

Build upstream & downstream partnerships

FUTURE

INTERWOVEN TAPESTRY

Horizontally integrated around consumer needs

Open APIs

A maps company makes its products available through APIs for their partners to use.

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Zero X: The Customer Relationship of the Future

At LumenLab, we periodically take the pulse of the moment, to understand what customers expect of their brands. In the past 18 months, the consumer zeitgeist has shifted dramatically. Rather than focus on frequency, we hear the need for trust. Customers no longer give brands blanket permission to bombard them; they provide provisional permission, only in certain circumstances to help them and then ask brands to “get out of the way”. Trust is fluid, and we, as brands, need to adjust.

Offer services that are sustainable, transparent and fair

Offerings must be built for the long-term.

Companies can engage customers in non-zero-sum collaborations.

Companies that take advantage of customers or obfuscate will lose trust.

73%

customers who are willing to pay more for a product that offers complete transparency

33%

the share of executives saying their companies’ top reasons for addressing sustainability include improving operational efficiency and lowering costs

94%

Consumers surveyed who indicated that they were more likely to be loyal to a brand that offers transparency

53%

Executives saying company performance on sustainability is at least somewhat important to attracting and retaining employees

CURRENT

CATHEDRALS

Build brands

Own experience

Differentiate to consumers

Fully fledged products

* Source: Eric S. Raymond, The Cathedral and the Bazaar, 1999

FUTURE

BAZAARS

Meet customers where they are

Borrow experience

Differentiate to partners

Features to nest elsewhere

A Malaysian company is providing greater transparency around provenance and supply chains related to food.

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Transform brand relationships to engage Me, Inc customers

A significant proportion of workers are now their own independent brand, service providers, influencers – expanding the empire of their own personal economy.

Marketplaces and platforms empower people to form personal economies.

Companies need to build new forms of relationships with customers to take advantage of the role they play in distribution.

10x

Influence of non-celebrity for in-store purchases over celebrities

60%

Consumers influenced by social media while shopping at a store

70%

Millennial consumers who are influenced by the recommendations of their peers in buying decisions

CURRENT

HIDE AND SEEK

Companies sell, customers buy

Transactional commerce

Trust in brands

Raising NPS focuses on quieting detractors

FUTURE

MINECRAFT

Lines blur between buyer and seller

Interdependent commmerce

Trust in peers

A platform company has emerged that allows eSports and online gaming enthusiasts to build a following and a personal economy.

Learn more.

Develop a high enterprise EQ to resonate with high EQ customers

Are you driving a customer culture that is resilient, learning, adaptive, creative, and transparent?

Consumers ask brands to adapt; Resilience is not just for your kids.

In the millennial generation, transparency and your brand’s ability to morph to their unique snowflakes are part of building your company’s EQ.

5 years

Half-life of a learned skill

70%

CEOs who believe their organization lack skills to adapt

4.5 years

Average tenure on job

2.1x

Income per employee multiple for training

CURRENT

IQ

Continuous improvement

Economies of scale

Classic hierarchical pyramid

FUTURE

EQ

Continuous learning

Snowflakes at scale

Tipped pyramid

A Silicon Valley company runs over 1000 experiments with real customers every year to keep a finger on their pulse.

Learn more.
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Our Experience

We bring years of experience in designing and delivering workshops and bootcamps for industry leaders that result in real impact for the business.

We’ve worked with leading Fortune 500s in financial services to drive a culture of innovation in order to uncover new businesses and fundamentally reshape how the industry engages with its customers.

Contact us to explore collaboration opportunities here

Keynote Speaker

Chief Innovation Officer for the company’s Asia region and Chief Executive Officer of LumenLab, an industry-first innovation centre based in Singapore. As a member of MetLife’s Asia Leadership Group, he is responsible for steering the company’s innovation agenda across the region, with a focus on addressing the health, aging, and wealth needs of Asia-based consumers.

Zia has been lauded as “rare visionary who is able to translate bold ideas into concrete actions” and speaks frequently on topics such as driving innovation through culture and how to partner for inclusion.

50+

Workshops
Delivered

1.2k

Leaders
Trained

94%

Satisfaction
Score

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