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I think we're now we're coming to realize and we all know this right our
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consumers went to the became much more digital about 15 years ago companies are still acting like this is just another
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channel I think we have to realize that today we are living in a digital world and companies who don't understand this
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who don't Leslie move in to join their customers there are at risk today what
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it means you know we companies are meant are working through a very complex set of process to manufacture to launch a
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campaign from injuring redesigning products what companies are not really well prepared is managing chaos they can
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plan for it but they can't really manage when it happens and digital world is
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really a series of chaos theories and disruptive technology in the question is how quickly can you recuperate from that
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the disruptions and actually ride that wave instead of being submerged for that wave
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the major goal is really to bring what is digital to work to as my consumers all the people inside the company and
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the benefit is the ability for every member of the of our company from the CTO CMO see you all the way to the
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person in factory understanding the voice of the consumer and as facts I will translate being able to understand
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the consumers act differently than they used to 20 years ago it means different things from sales channel no retailers
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are seeing it firsthand so our says people need to be aware whether challenge or returns are with the
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digital in the store sinful marketers sent for our engineering group right rating reviews they're coming up today
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where they never used to read reviews our engineers now reading reviews as the marketers are at the same time so in
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terms of goals you know its ability to actually move quickly we can't plan for
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everything and that's fine the bill the question is going to be once we get new
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piece of information how quickly can we react to it I think it start with making sure that
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it's it's reported this digital transmission spotted with the highest level it is a company-wide effort it is
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now just one department if you're doing one apartment you're probably you will
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may be successful but mentally it won't move the needle it has to be supported
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by your board of directors your CMO su sitio of course that's number one the
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second second is actually hell do you have the right data if you don't let send your consumers you are going to be
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very limited in ability to actually do digital transformation technology by itself is not the answer it's about does
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the technology that you're actually cooperating into your process allow you to get a better understanding for
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consumers know not only what are they doing but why are they doing those things are those actions taking those
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actions so that's really the second one is do you have the right resources in
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place to be able to read that data and translate it and then more parently actually distribute that to the right
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teams along the line and where it used to be very narrowed to a few groups you will see the through digital
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transmission you need to actually mobile nice to embrace sharing those other documents and actually utilizing that
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day to day at work for every member of every employee of course executive Leggett ash a much
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higher level of education training but we would actually south plans for every layer within the company interesting
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enough actually I think we've seen a change where I'm getting a lot of requests from board asking for
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programmatic by so definitely they are open to already those new technology may not know enough about it but they're
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already following it so it's a big difference for me and say five years ago it's not easy and for two reasons one
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the business gets rewarded for taking risk and there's clear objectives to hit
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usually thrown sales revenue profit IT organization usually gets rewarded around stability minimizing risks so in
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a way if I was to give you an example the CEO of success creating a video that will you know be going viral that will
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hit your website massively with very little notice that's what success looks
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like for a CMO that is a horror story that you see you would have so success here this seam of success is really the
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nightmare of your city oh that's why you see do chief didju office comes in it's
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actually somewhere in between where you need to find someone who can actually accommodate those risks also gets
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rewarded ultimately the best way to achieve you know those two bipolar part is really realigned your objective the
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business has to understand know what risk means it also for them ultimately because the IT group is there to protect
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the business of themselves in some cases sometimes the IT structure has to be changed where they no longer certain
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supporting the enterprise by supporting their internal clients which means supporting and I should get rewarded by
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the success of their tour clients so sales you know you can cycle down it's not the fact that the site is up the
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server is up it's a fact that does my consumers can access information on those pages so no longer talking about
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uptime you're talking about access of documents instance so very small variations
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we started a few years back I think it's very interesting to us for a couple of
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reason one it is expected from our consumers our customers today are expecting Internet of Things the actual
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actually expecting to be able to access more today than have in the past and be able to customize you know customized
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recipes or add new functionality within their device if you think of it right your phone doesn't really change but the
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new software upgrade give you new functionality new benefit people actually starting to migrate in thinking
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the same way about their appliances my washer has 12 cycles why couldn't have
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15 do i need those 12 know maybe i have it with just three but give me the three
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i want so those are things that we know our consumers wants not will Nestle willing to pay for those today I think
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we'll be table stake in the future as a company of course we won't make sure
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that we create appliances that fit our customers need any person life in general I think on the other side also
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for us I mean one of the key benefits that we don't talk often about this because of obvious reason but it's a
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liability for for companies so she get a lot more data about the consumers and it's not about prodding into someone's
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personal life such understanding how people are using our device we spent a lot of time researching going in
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people's home following then doing interviews but we all know between a survey when you ask you 50 people and
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towels and machine telling us data of actually what is happening there's a big
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difference so we can actually a better product for that data we can also be preventing doing preventive maintenance
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knowing ahead of time by the way sir see you your washer has been running non-stop for for 12 days this part may
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be at risk of breaking you want us to order one or we can send you to your some what you hope to do a cleaning so
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there's a lot of opportunity opportunities to provide better service to our consumers better product in the
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future and also actually additional revenues from the manufacturer or third-party manufacturers we have
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contracts today with companies who do detergents not really with companies with does manufacturing of clothes but
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with right sensor you could put actually let's say so media is very fragile in
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washer the sensor will a load machine that there's a conflict between the cycle the person has chosen and the
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material that is a machine and stop the machine right there so there's a lot of
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opportunities cross-pollination between you know a laundry an appliance and manufacturing of clothes now think of
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this then same for your kitchen a lot of our additional opportunities connect we can actually have access to
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online is at risk now nothing is foolproof now most of the i would say in the industry we take this seriously we
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know there are risks and we're working hard too many mitigate it and that's
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done by two parts one I don't see any manufacturer no manufacturer role can solve this by themselves it has go
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through the industry consortium and start with no also working with Google with a BM the cloud providers to make
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sure that their equipment is secure because if you think of it right there's
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multiple ways to hack there is from your home the own personal network there's
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from the machine maybe things we may have left open there is from the cloud services where we say all that data
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before it goes to actually a private company so third participants today I don't think there's a clear answer
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there's not been actually clear attacks on the other system but we rather prepare then actually try to fix it
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later you know personally I wouldn't want a camera in my home I'd be very
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worried about old type of data not being sent I think even my cable provider knows a lot more than I want them to
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know it is a concern when you don't know what they're doing with their data and I
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think it comes down to us manufacturer we won't be very transparent of what do
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we do with your data we want to protect that your data is not sold and more importantly it's being used to help you
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get more benefits and I think people are fine especially Millennials more than anybody else as long as you can provide
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what you know clear benefits to them of what they're gaining by giving up some
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of that data to the company better hbu tising better service preventing maintenance i mentioned earlier people
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won't mind it's when you don't see a clear benefit and you see all that data
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we simply leaking outside of your home that's what we will start having questions
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I'd say overall making things look much easier in your home where you don't have to micromanage
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every step of your cooking or your laundry so imagine where you get up in the morning and your coffee is ready and
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your coffee is six o'clock from Monday to Friday but on weekends system is smart enough to know you're more likely
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to actually get up later and you don't like coffee you like tea at this point
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so a system that also made this based on who you are in bez your pattern all the
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way north to your cooking you're often the ability you're free to not having to
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you know put your waffles in and put three seconds but it detect what type of food you have and automatically create
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the right temperature the right timing to to cook it simply fridge you know familiar for you usually buy you know a
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certain amount of milk if every every week it would be nice for the system actually and it will be possible for you
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seem to stop ordering directly based on what you know a learning pattern that usually have you have that much amount
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of milk in your fridge and the type of other the type of food know depending if your family for of two single also
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preventing waste waste is a big issue especially in the u.s. 25 percent of the food we buy get go to waste so the
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fridge align you learn learning you know that advance that by the way this type of food is about to go bad here's to
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suggestions how you could cook it tonight and take advantage of it before you lose it for good
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so a couple of efforts started a few years back one actually we redid our segmentations I hadn't done in a while
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so better on sending from the get-go what are who are segments and how do they act especially when it comes to
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online in terms of day to day we started with heavier social media monitoring so
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listening to our conversations not only our social media feeds but also on in general in terms of topics of people nor
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segments care about understanding how they think ha what they care about and how can we help them we expand of course
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we know reviews reviews are extremely important for us not only because their help sells more pliant so it smartly
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it's a great way to collect feedback on how people using those devices and improve upon it I said earlier know we
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we take them seriously in the past it was marketing reading it in some level engineering today it's a systematic
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every engineer responsible for product is actually accessing the data directly in getting rated at the other day so if
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it's bad reviews means he hasn't done his job and so a job now is not only
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manufacturing great product but also making sure that it uh she goes uh follows what the customer is expecting
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so that's those are the type of programs we're doing is where we're getting
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closer to the customer and it's really a two-way Direction two-way dialogue we
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want them engage and we're in with a engage us will respond to them you