00:00:04
I think we're now we're coming to
00:00:06
realize and we all know this right our
00:00:08
consumers went to the became much more
00:00:10
digital about 15 years ago companies are
00:00:12
still acting like this is just another
00:00:14
channel I think we have to realize that
00:00:16
today we are living in a digital world
00:00:18
and companies who don't understand this
00:00:20
who don't Leslie move in to join their
00:00:23
customers there are at risk today what
00:00:27
it means you know we companies are meant
00:00:29
are working through a very complex set
00:00:34
of process to manufacture to launch a
00:00:36
campaign from injuring redesigning
00:00:39
products what companies are not really
00:00:41
well prepared is managing chaos they can
00:00:44
plan for it but they can't really manage
00:00:46
when it happens and digital world is
00:00:49
really a series of chaos theories and
00:00:50
disruptive technology in the question is
00:00:52
how quickly can you recuperate from that
00:00:54
the disruptions and actually ride that
00:00:57
wave instead of being submerged for that
00:00:59
wave
00:01:03
the major goal is really to bring what
00:01:06
is digital to work to as my consumers
00:01:10
all the people inside the company and
00:01:11
the benefit is the ability for every
00:01:14
member of the of our company from the
00:01:16
CTO CMO see you all the way to the
00:01:20
person in factory understanding the
00:01:23
voice of the consumer and as facts I
00:01:24
will translate being able to understand
00:01:27
the consumers act differently than they
00:01:29
used to 20 years ago it means different
00:01:31
things from sales channel no retailers
00:01:35
are seeing it firsthand so our says
00:01:37
people need to be aware whether
00:01:38
challenge or returns are with the
00:01:41
digital in the store sinful marketers
00:01:43
sent for our engineering group right
00:01:46
rating reviews they're coming up today
00:01:49
where they never used to read reviews
00:01:52
our engineers now reading reviews as the
00:01:54
marketers are at the same time so in
00:01:58
terms of goals you know its ability to
00:01:59
actually move quickly we can't plan for
00:02:02
everything and that's fine the bill the
00:02:04
question is going to be once we get new
00:02:06
piece of information how quickly can we
00:02:08
react to it
00:02:13
I think it start with making sure that
00:02:15
it's it's reported this digital
00:02:18
transmission spotted with the highest
00:02:19
level it is a company-wide effort it is
00:02:22
now just one department if you're doing
00:02:24
one apartment you're probably you will
00:02:25
may be successful but mentally it won't
00:02:27
move the needle it has to be supported
00:02:30
by your board of directors your CMO su
00:02:33
sitio of course that's number one the
00:02:36
second second is actually hell do you
00:02:38
have the right data if you don't let
00:02:40
send your consumers you are going to be
00:02:42
very limited in ability to actually do
00:02:44
digital transformation technology by
00:02:46
itself is not the answer it's about does
00:02:49
the technology that you're actually
00:02:50
cooperating into your process allow you
00:02:53
to get a better understanding for
00:02:54
consumers know not only what are they
00:02:57
doing but why are they doing those
00:02:59
things are those actions taking those
00:03:00
actions so that's really the second one
00:03:03
is do you have the right resources in
00:03:05
place to be able to read that data and
00:03:07
translate it and then more parently
00:03:09
actually distribute that to the right
00:03:11
teams along the line and where it used
00:03:13
to be very narrowed to a few groups you
00:03:16
will see the through digital
00:03:17
transmission you need to actually mobile
00:03:19
nice to embrace sharing those other
00:03:21
documents and actually utilizing that
00:03:23
day to day at work
00:03:30
for every member of every employee of
00:03:32
course executive Leggett ash a much
00:03:34
higher level of education training but
00:03:38
we would actually south plans for every
00:03:41
layer within the company interesting
00:03:43
enough actually I think we've seen a
00:03:45
change where I'm getting a lot of
00:03:47
requests from board asking for
00:03:48
programmatic by so definitely they are
00:03:50
open to already those new technology may
00:03:54
not know enough about it but they're
00:03:56
already following it so it's a big
00:03:57
difference for me and say five years ago
00:04:03
it's not easy and for two reasons one
00:04:06
the business gets rewarded for taking
00:04:08
risk and there's clear objectives to hit
00:04:11
usually thrown sales revenue profit IT
00:04:14
organization usually gets rewarded
00:04:16
around stability minimizing risks so in
00:04:21
a way if I was to give you an example
00:04:23
the CEO of success creating a video that
00:04:26
will you know be going viral that will
00:04:28
hit your website massively with very
00:04:30
little notice that's what success looks
00:04:32
like for a CMO that is a horror story
00:04:34
that you see you would have so success
00:04:37
here this seam of success is really the
00:04:40
nightmare of your city oh that's why you
00:04:43
see do chief didju office comes in it's
00:04:45
actually somewhere in between where you
00:04:46
need to find someone who can actually
00:04:49
accommodate those risks also gets
00:04:52
rewarded ultimately the best way to
00:04:54
achieve you know those two bipolar part
00:04:59
is really realigned your objective the
00:05:03
business has to understand know what
00:05:04
risk means it also for them ultimately
00:05:06
because the IT group is there to protect
00:05:08
the business of themselves in some cases
00:05:10
sometimes the IT structure has to be
00:05:12
changed where they no longer certain
00:05:14
supporting the enterprise by supporting
00:05:16
their internal clients which means
00:05:18
supporting and I should get rewarded by
00:05:20
the success of their tour clients so
00:05:22
sales you know you can cycle down it's
00:05:26
not the fact that the site is up the
00:05:27
server is up it's a fact that does my
00:05:29
consumers can access information on
00:05:32
those pages so no longer talking about
00:05:35
uptime you're talking about access of
00:05:37
documents instance so very small
00:05:39
variations
00:05:43
we started a few years back I think it's
00:05:46
very interesting to us for a couple of
00:05:47
reason one it is expected from our
00:05:50
consumers our customers today are
00:05:52
expecting Internet of Things the actual
00:05:54
actually expecting to be able to access
00:05:56
more today than have in the past and be
00:05:58
able to customize you know customized
00:06:01
recipes or add new functionality within
00:06:04
their device if you think of it right
00:06:06
your phone doesn't really change but the
00:06:10
new software upgrade give you new
00:06:11
functionality new benefit people
00:06:13
actually starting to migrate in thinking
00:06:15
the same way about their appliances my
00:06:18
washer has 12 cycles why couldn't have
00:06:22
15 do i need those 12 know maybe i have
00:06:24
it with just three but give me the three
00:06:26
i want so those are things that we know
00:06:28
our consumers wants not will Nestle
00:06:31
willing to pay for those today I think
00:06:34
we'll be table stake in the future as a
00:06:35
company of course we won't make sure
00:06:37
that we create appliances that fit our
00:06:39
customers need any person life in
00:06:42
general I think on the other side also
00:06:45
for us I mean one of the key benefits
00:06:46
that we don't talk often about this
00:06:48
because of obvious reason but it's a
00:06:53
liability for for companies so she get a
00:06:55
lot more data about the consumers and
00:06:57
it's not about prodding into someone's
00:06:59
personal life such understanding how
00:07:00
people are using our device we spent a
00:07:03
lot of time researching going in
00:07:04
people's home following then doing
00:07:06
interviews but we all know between a
00:07:09
survey when you ask you 50 people and
00:07:12
towels and machine telling us data of
00:07:15
actually what is happening there's a big
00:07:16
difference so we can actually a better
00:07:19
product for that data we can also be
00:07:21
preventing doing preventive maintenance
00:07:25
knowing ahead of time by the way sir see
00:07:28
you your washer has been running
00:07:29
non-stop for for 12 days this part may
00:07:33
be at risk of breaking you want us to
00:07:35
order one or we can send you to your
00:07:37
some what you hope to do a cleaning so
00:07:39
there's a lot of opportunity
00:07:40
opportunities to provide better service
00:07:42
to our consumers better product in the
00:07:44
future and also actually additional
00:07:46
revenues from the manufacturer or
00:07:49
third-party manufacturers we have
00:07:51
contracts today with companies who do
00:07:56
detergents not really with companies
00:07:59
with does manufacturing of clothes but
00:08:02
with right sensor you could put actually
00:08:04
let's say so media is very fragile in
00:08:06
washer the sensor will a load machine
00:08:08
that there's a conflict between the
00:08:10
cycle the person has chosen and the
00:08:13
material that is a machine and stop the
00:08:16
machine right there so there's a lot of
00:08:17
opportunities cross-pollination between
00:08:19
you know a laundry an appliance and
00:08:24
manufacturing of clothes now think of
00:08:27
this then same for your kitchen a lot of
00:08:30
our additional opportunities
00:08:37
connect we can actually have access to
00:08:40
online is at risk now nothing is
00:08:43
foolproof now most of the i would say in
00:08:45
the industry we take this seriously we
00:08:47
know there are risks and we're working
00:08:49
hard too many mitigate it and that's
00:08:51
done by two parts one I don't see any
00:08:53
manufacturer no manufacturer role can
00:08:58
solve this by themselves it has go
00:09:00
through the industry consortium and
00:09:02
start with no also working with Google
00:09:04
with a BM the cloud providers to make
00:09:08
sure that their equipment is secure
00:09:10
because if you think of it right there's
00:09:12
multiple ways to hack there is from your
00:09:14
home the own personal network there's
00:09:16
from the machine maybe things we may
00:09:19
have left open there is from the cloud
00:09:21
services where we say all that data
00:09:22
before it goes to actually a private
00:09:24
company so third participants today I
00:09:27
don't think there's a clear answer
00:09:28
there's not been actually clear attacks
00:09:31
on the other system but we rather
00:09:33
prepare then actually try to fix it
00:09:35
later you know personally I wouldn't
00:09:37
want a camera in my home I'd be very
00:09:39
worried about old type of data not being
00:09:41
sent I think even my cable provider
00:09:44
knows a lot more than I want them to
00:09:46
know it is a concern when you don't know
00:09:49
what they're doing with their data and I
00:09:50
think it comes down to us manufacturer
00:09:52
we won't be very transparent of what do
00:09:54
we do with your data we want to protect
00:09:57
that your data is not sold and more
00:09:59
importantly it's being used to help you
00:10:01
get more benefits and I think people are
00:10:03
fine especially Millennials more than
00:10:04
anybody else as long as you can provide
00:10:07
what you know clear benefits to them of
00:10:09
what they're gaining by giving up some
00:10:12
of that data to the company better hbu
00:10:14
tising better service preventing
00:10:17
maintenance i mentioned earlier people
00:10:19
won't mind it's when you don't see a
00:10:21
clear benefit and you see all that data
00:10:23
we simply leaking outside of your home
00:10:25
that's what we will start having
00:10:27
questions
00:10:31
I'd say overall making
00:10:33
things look much easier in your home
00:10:35
where you don't have to micromanage
00:10:37
every step of your cooking or your
00:10:39
laundry so imagine where you get up in
00:10:41
the morning and your coffee is ready and
00:10:43
your coffee is six o'clock from Monday
00:10:47
to Friday but on weekends system is
00:10:49
smart enough to know you're more likely
00:10:51
to actually get up later and you don't
00:10:53
like coffee you like tea at this point
00:10:54
so a system that also made this based on
00:10:57
who you are in bez your pattern all the
00:11:00
way north to your cooking you're often
00:11:02
the ability you're free to not having to
00:11:05
you know put your waffles in and put
00:11:08
three seconds but it detect what type of
00:11:10
food you have and automatically create
00:11:12
the right temperature the right timing
00:11:15
to to cook it simply fridge you know
00:11:19
familiar for you usually buy you know a
00:11:23
certain amount of milk if every every
00:11:25
week it would be nice for the system
00:11:27
actually and it will be possible for you
00:11:29
seem to stop ordering directly based on
00:11:31
what you know a learning pattern that
00:11:32
usually have you have that much amount
00:11:35
of milk in your fridge and the type of
00:11:38
other the type of food know depending if
00:11:40
your family for of two single also
00:11:44
preventing waste waste is a big issue
00:11:47
especially in the u.s. 25 percent of the
00:11:49
food we buy get go to waste so the
00:11:53
fridge align you learn learning you know
00:11:55
that advance that by the way this type
00:11:57
of food is about to go bad here's to
00:11:59
suggestions how you could cook it
00:12:00
tonight and take advantage of it before
00:12:02
you lose it for good
00:12:07
so a couple of efforts started a few
00:12:09
years back one actually we redid our
00:12:11
segmentations I hadn't done in a while
00:12:13
so better on sending from the get-go
00:12:15
what are who are segments and how do
00:12:18
they act especially when it comes to
00:12:20
online in terms of day to day we started
00:12:23
with heavier social media monitoring so
00:12:25
listening to our conversations not only
00:12:28
our social media feeds but also on in
00:12:30
general in terms of topics of people nor
00:12:33
segments care about understanding how
00:12:35
they think ha what they care about and
00:12:37
how can we help them we expand of course
00:12:42
we know reviews reviews are extremely
00:12:44
important for us not only because their
00:12:46
help sells more pliant so it smartly
00:12:48
it's a great way to collect feedback on
00:12:50
how people using those devices and
00:12:52
improve upon it I said earlier know we
00:12:55
we take them seriously in the past it
00:12:57
was marketing reading it in some level
00:13:00
engineering today it's a systematic
00:13:01
every engineer responsible for product
00:13:03
is actually accessing the data directly
00:13:06
in getting rated at the other day so if
00:13:08
it's bad reviews means he hasn't done
00:13:10
his job and so a job now is not only
00:13:12
manufacturing great product but also
00:13:13
making sure that it uh she goes uh
00:13:16
follows what the customer is expecting
00:13:19
so that's those are the type of programs
00:13:22
we're doing is where we're getting
00:13:24
closer to the customer and it's really a
00:13:25
two-way Direction two-way dialogue we
00:13:28
want them engage and we're in with a
00:13:29
engage us will respond to them
00:13:47
you
