WEBVTT 1 00:00:00.000 --> 00:00:02.280 The pandemic has permanently 2 00:00:02.280 --> 00:00:05.960 increased time spent online and brought new digital users. 3 00:00:05.960 --> 00:00:08.180 It has accelerated the growth of e-commerce 4 00:00:08.180 --> 00:00:10.460 and digitally influenced sales. 5 00:00:10.460 --> 00:00:11.410 In this environment, 6 00:00:11.410 --> 00:00:14.440 customers now expect hyper-personalization, 7 00:00:14.440 --> 00:00:19.130 ultra convenience, community connection, and sustainability. 8 00:00:19.130 --> 00:00:22.550 So across B2B and B2C, new sales channels are emerging 9 00:00:22.550 --> 00:00:25.970 that are geared towards remote, voice, gaming, and social. 10 00:00:25.970 --> 00:00:29.310 And that means traditional sales channels are shifting 11 00:00:29.310 --> 00:00:31.920 towards convenience, entertainment, immersion, 12 00:00:31.920 --> 00:00:33.730 and personal touch. 13 00:00:33.730 --> 00:00:35.130 Of course, all this is fueled 14 00:00:35.130 --> 00:00:39.160 by technological innovation, advancement in AI, 15 00:00:39.160 --> 00:00:41.010 augmented reality, virtual reality, 16 00:00:41.010 --> 00:00:43.230 even metaverse, you name it. 17 00:00:43.230 --> 00:00:46.830 We also see an increase in privacy concerns. 18 00:00:46.830 --> 00:00:48.210 And in the cookieless world, 19 00:00:48.210 --> 00:00:50.730 the emphasis is now on first-party data 20 00:00:50.730 --> 00:00:52.070 and data partnership. 21 00:00:52.070 --> 00:00:54.490 This is a new environment, and to succeed in it, 22 00:00:54.490 --> 00:00:57.730 businesses must prioritize a customer-first approach, 23 00:00:57.730 --> 00:00:59.910 they must future-proof their sales channel 24 00:00:59.910 --> 00:01:02.380 and they must enable seamless integrations 25 00:01:02.380 --> 00:01:03.830 of their operation. 26 00:01:03.830 --> 00:01:06.120 Specifically, leaders should leverage 27 00:01:06.120 --> 00:01:07.320 deep customer insights, 28 00:01:07.320 --> 00:01:09.620 demographics, needs, context 29 00:01:09.620 --> 00:01:12.610 to develop and prioritize meaningful demand spaces. 30 00:01:12.610 --> 00:01:14.520 They should optimize and personalize 31 00:01:14.520 --> 00:01:16.590 each moment of interaction across channels 32 00:01:16.590 --> 00:01:19.500 to demonstrate that they care about their customers 33 00:01:19.500 --> 00:01:21.470 and their experiences. 34 00:01:21.470 --> 00:01:23.010 In terms of sales channels, 35 00:01:23.010 --> 00:01:27.030 focus on a seamless, integrated experience across channels 36 00:01:27.030 --> 00:01:28.810 and reconsider the role of channels 37 00:01:28.810 --> 00:01:30.380 in the customer journeys. 38 00:01:30.380 --> 00:01:32.170 Reinvent traditional sales channels 39 00:01:32.170 --> 00:01:33.760 with a customer value proposition 40 00:01:33.760 --> 00:01:36.470 leveraging new technology. 41 00:01:36.470 --> 00:01:38.950 Don't be shy about exploring new channels, 42 00:01:38.950 --> 00:01:39.850 but when you do so, 43 00:01:39.850 --> 00:01:42.650 emphasize experimentation, tracking of impact, 44 00:01:42.650 --> 00:01:45.580 and quick iterations before broad rollouts. 45 00:01:45.580 --> 00:01:49.130 Now, it is critical to integrate your operations 46 00:01:49.130 --> 00:01:52.410 with a 360 degree view of your customers 47 00:01:52.410 --> 00:01:54.720 and ensure seamless experiences. 48 00:01:54.720 --> 00:01:55.830 To do that, 49 00:01:55.830 --> 00:01:58.840 kill boundaries between marketing, sales, and services, 50 00:01:58.840 --> 00:02:00.500 infuse new talent 51 00:02:00.500 --> 00:02:03.600 and spark innovation to drive cross-channel success, 52 00:02:03.600 --> 00:02:06.380 and three, combine data and tech capabilities 53 00:02:06.380 --> 00:02:08.200 to allow for a single customer view 54 00:02:08.200 --> 00:02:11.010 across teams and end-to-end engagements. 55 00:02:11.010 --> 00:02:12.160 This is a lot to do, 56 00:02:12.160 --> 00:02:15.350 but the opportunities for growth and scale are real. 57 00:02:15.350 --> 00:02:17.400 It's up to you to take advantage of them.