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7th Digital Innovation Lab:

Data Economy Summit

On December 11th 2019, our last Digital Innovation Lab of the year took place in weXelerate. It focused on customer expactations and journeys, the challenges Austrian TV channels are facing, the power of data in the Austrian tourism industry, and one-on-one marketing.

Steve Earl, Senior Director CX Oracle, stated that the new imperative today is to embrace a data-first mindset and put the customer in the middle. Customers have changed and impact the speed of business of companies. Since customer expectations have risen, it is harder to meet these expectations and keep customer loyalty. Therefore, brands are using customer experience as a new battlefront. Earl emphasizes that experience has even become more important than a product or service itself. „Brands are now expected to know their customers better than they know themselves but respect their privacy, anticipate their needs before they do without seeming creepy, engage with them on their terms at the time and channel they are choosing, and think beyond organizational boundaries because your customer does.“

Nina Kaiser, Managing Director of ProsiebenSat.1 PULS 4, and CEO and founder of 4GameChangers event, explained how the Group managed to challenge their competitors by putting out news shows for Austrian viewers and buying another Austrian channel, as well as being the first channel in the German-speaking market to launch a start up TV show. She also talked about the 4GameChangers event, the topics, the speakers, the live shows, but most importantly she mentioned the main goal of the event: „It is important to realize that humans are still in the middle of all these innovations and changes. We want to bring people together – no matter where they come from or what they are, all have the same mindset: change the world for the better and for good.“

Brands are now expected to know their customers better than they know themselves but respect their privacy, anticipate their needs before they do, engage with them on their terms at the time and channel they are choosing, and think beyond organizational boundaries because your customer does.

Steve Earl

We also discussed expert opinions on Austrian tourism with Reinhard Lanner, CDO Österreich Werbung, Silke Übele, CEO Wavemakers, Martin Veren, CEO primeone business solutions, Verena Riessberger, Sales Director Oracle: The challenge today is to guide Austrian tourism into the digital age. To make that possible, over 2,000 tourism units in Austria need to collect availability data of beds and events, customer data, open and standardize data silos, find suiting solutions with agencies, and create appealing offers on that basis. Here again, customer experience and understanding customer needs are essential to satisfy them on a high level.

Marcus Nymann, Oracle’s Marketing Viking, shared his insights on one-on-one marketing: It is vital for companies to understand their people and care about their customers. They need to follow certain steps when approaching customers with a product or service: draw attention, arouse interest, create desire, and take action, which consequently should lead to satisfaction on both ends. Moreover, companies need to figure out when customers want to be addressed. „This can be done by looking at someone’s digital footprint. The more data I look at, the less wrong I’ll be. Once I have a hypothesis, I can start testing to optimize the message and deliberate the optimized message to as many people as possible. It is important to try to adapt the message to the needs and interests of every single person individually.“

It is important to try to adapt the message to the needs and interests of every single person individually.

Marcus Nymann

Fotos © Thomas Peschatwww.tompesch.at / facebook.com/trashflashstudio

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