Next-level Customer Experience Is About Applied Data Intelligence. — Medium

Next-level customer experience is about applied data intelligence. Honored to be on OrigamiLogic #blog bit.ly/1sTaunO FASHION, FOOD, COSMETICS. THE NEW BUSINESS MODELS. Let’s take a few industries disrupted by the data revolution. As a new comer to the Bay and over the weeks, I have met many start-ups, at different stages of their development. Let’s have a look at the food industry. Instacart is an app that offers grocery delivery service within a two-hour slot selected by the customer. Zesty delivers meals for employees of large companies in San Francisco in real time, they know where is the food, which meals are ordered with specific dietary requests (and notes on menus by users) for ultimately a better health for everyone. No wonder they have several Phd in data analytics in their team to follow their business customers every day and continue to improve their performance (delivery time, customer satisfaction). In cosmetics, Ipsy allows customers who have subscribed (10 dollars monthly) to receive a kit containing samples of different brands in skincare, makeup and fragrances. As the platform has been created with the famous Michelle Pham, known for her videos with millions of views on YouTube, customers are encouraged to share on social networks that they received their package and enjoy their experience. They can also buy the products full size. Ipsy therefore understands better what pleases customers , reads what is said on social networks, and so defines at the best the set of products for the next kit. Curology is doing a small revolution in skincare in California, for acne-prone skin in particular: its subscription model to (20$ per month) allows customers to have a prescription from a dermatologist with whom they had a chat on the site, and receive a product conceived for their specific skin needs. The collected data (including skin pictures) allows a personalized customer follow up, which is the dream of many leading brands. And what about the fashion industry ? Le Tote and its subscription model (49 dollars a month) also brings together information about customers: their size, their style described with visual boards and words while creating the account, but also what they liked or not among the 5 clothes sent in the box, they also wear and return clothes without worrying about cleaning when they want a new shipment. The more they receive clothes, the better the algorithm refines shipments and can also give feedbacks to partners about the clothes : patterns, color, quality of the material. Finally, if a customer loves a dress or jacket, she can buy it with a discount. These companies already generate revenues, and investments walk on two legs: Physical: Zesty deals with equipment for meals in one room, Curology sends skincare bottles, Le Tote has a warehouse with thousands of tops and jackets and is one of the biggest laundry service in California. Instacart relies on shoppers who choose your apples and avocados very carefully. - Algorithms and. machine learning: data analytics for trends and “patterns” and better serve the customers in real time, some parts are automated, others require the “human touch”, from the personal shopper to the “in house” stylist. - And of course, the companies also have a community : content on social networks generated by users, instagram posts, video testimonials, enthusiastic twitts, are part of the DNA of each brand and its aura. Co-create with customers allows growing start ups to generate new ideas, using hastags or the strongest visual imaginary, converting a conversation in “insights” value for products and services. It is under way: le Tote is proud to be defined as “the fashion Netflix” by journalists, Instacart is presented by some as the future Uber for grocery and food, Ipsy brings together millions of women engaged in its beauty community. All come from a tech culture, are based in the Silicon Valley, and think global. They have a new marketing intelligence. Let’s wonder in. each of our industries what he can learn from them. Recently it was stated that Fintech startups would kill banks. Now we talk more about the arrival of new financial services, delivering a service for customers who were not the top priority for large financial institutions. Start the conversation ahead with startups and VCs that support them can only have a positive impact: watch your market with a new glaze, identify talent and skills, understand. “data intelligence “ you could need in the coming period (from analysis to exploration), consider possible acquisitions one day to go faster. Indeed, doing so you continue to move forward and develop your business. Odile Roujol Advisor Next World Capital ( @NextWorldCap Twitter)