Our final installment of a day in the life of the perfectly integrated consumer is a glimpse into what the future of customer experience management can be like with integrated companies who care about their fans. We already wrote parts one and two on the perfect morning, and a successful lunch and afternoon.
The Joy in Madness
It’s March Madness, and Marc is excited to begin his seasonal ritual of college basketball fandom. But, he wouldn’t be our perfectly integrated consumer without a number of technology tools that really bring the game to life wherever he’s watching. With a college hoops smartphone app, he built his bracket and can follow real-time updates, and because of the integration capabilities, he can utilize social connectivity with his friends’ streams of predictions and colorful commentary of the game. For Marc, half the fun of March Madness is friendly, colorful trash talking which he can now do live using his phone or tablet in one hand while watching the game. Integrating his mobile experience with the game-viewing experience makes him feel like he is in the stadium enjoying the game and sharing the experience with his closest friends.
Marc loves improving his viewing experience via the social and analytics app (it compares teams’ relative strengths and stats through deep comparative analytics, presented visually) that has earned a coveted spot on his smart phone and tablet. To Marc, the opportunity to watch, socialize, and track college basketball was an integration dream – the kind of synergy only produced from marrying all different types of very complex technological systems, but presented in one easy-to-use, customer-facing portal on the device of Marc’s choosing.
This love and borderline fan obsession caused an animated discussion between Marc and some of his coworkers about the idea of pure viewing – watching the game just on TV – versus multiple screen value-added viewing. His coworker, Jeff, prefers the old school method of watching just his television and listening to the commentators. One screen viewing allows Jeff full concentration and appreciation of the sport. Marc could not believe Jeff, someone so similar to him in many ways, was still watching TV in a method stagnant since the ‘60s.
Marc spent the better part of the end of day sharing his March Madness greatest hits with Jeff, as well as his perfectly integrated life, showing him that in addition to cool stuff to track brackets, there were so many things that would rock his sports world. While Jeff wasn’t won over with committing to a bracket, stats, and historical highlights app divided by specific tournament or team, he was pretty impressed with the bonus programming and past season content that other fans were engaging with online. Tonight, Marc saw Jeff log on to one of the social streaming programs Marc is part of, giving him a great sense of satisfaction that he had succeeded in upgrading his coworker’s life to a new level of fandom. Marc’s night of March Madness had its regular share of ups and downs, glorious upsets, and shameless bragging, but bringing Jeff into his beautifully integrated web of sports viewing was definitely his biggest win.
As Marc’s night, and our visit into a day in the perfectly integrated consumer’s life, comes to a close, he takes stock of his hits and misses for the day and looks to the future thoughtfully. What he can plan for? What can he improve? And of course, what can he share? Because once a customer becomes a fan, Marc knows you can’t keep all of your good wisdom a secret – you’ve got to share it with the world, even if it’s just one coworker at a time.
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