Collaborate to Compete
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Anna Pollock ©
Collaborating to CompeteMaking IT Work for British Columbia
Anna PollockCEO, DestiCorp Limited
Tourism Industry Conference
Kamloops, February 2003
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Anna Pollock ©
My Story
Change forces
New Roles
New Approaches
New ToolsDestination as
Community
Destination as Experience
Customer
Technology
as defined by the customer!
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Anna Pollock ©
Technology Enablers The Power is in the Network Changing Travel Patterns Shift of Power to the
Consumer The Experience Economy The Rules Have All Changed
Change Forces
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Anna Pollock ©
1. Network Realities- it’s a becoming a wired, wired world…
2. People Power – what does customer-centricity really mean?
3. It’s now a fuzzy, intangible world of experiences – how do you respond?
4. The rules have all changed – new business models are essential
External Dynamics
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Anna Pollock ©
Information access: everywhere and “always on” Broadband: WiFi, Bluetooth – changing the
rules Open Standards are levelling the playing field Let’s play Lego! Automation – machines can converse! Peer to Peer, Grid Computing Decentralised, loosely-coupled, highly resilient
architectures Hope for the little guys!
Network Enablers
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Anna Pollock ©
?
Ambient Intelligence
Internet as “dial-tone” Access devices converging Not associated with “My” content: “user agnostic” Content + functionality sit on the web Tools for moving info as “bits” Tools to authenticate who we are Tools to pay for services
enabling collaboration, dialogue,
innovation
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Anna Pollock ©
We’re traveling further afield More affordable choices (low cost
airlines) Shorter, more frequent trips More impulsive, adventurous,
independent travel More diversity & sophistication More engagement, curiosity and
demand for interpretation, learning and animation
Changing Travel Patterns
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Anna Pollock ©
Information access makes everyone a competitor -- potentially commoditizes the product
Localisation & Personalisation – one web site is not enough
Markets are conversations and consumers promiscuous – how well are you listening?
Networking creates “communities of interest”, customers rely more on each other for reliable information
Create “evangelists”! Viral Marketing Transparency, trust and reputation ensure quality
People Power
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Anna Pollock ©
From: product centric to customer centric Positioning, pricing, promoting, pushing From paper to web One-way communication Segmentation and targets
To: an infrastructure that enables customers to pull towards them what they want, when they want and where they want it and enter into a two-way dialogue with the supplier
Marketing: When Push Comes to Pull
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Anna Pollock ©
What Kind of Economy is it?
Resource Economy
ManufacturingEconomy
KnowledgeEconomy
ExperienceEconomy
ImaginationCustomisation
ConnectivityInnovation
Added-valuemarketing
Cost & PriceEfficiencies
ServiceEconomy
Customer carepeople management
30 years!
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Anna Pollock ©
The Experience Economy
OUT IN
Beds/travel packages
Product developers
Marketers
Destinations
Experiences
Story Creators
Story Tellers; dream weavera
Stage Managers
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Anna Pollock ©
WHY: It’s Mostly in Their Heads!
FANTASY
EXPERIENCE
Physical Mental Emotional Spiritual
MEMORY
Stimulate
Enable/enrich
Mould / propagate
RETURN
RECOMMEND
Virtual Virtual
Physical
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Anna Pollock ©
The “experience” is actually a collection of experiences delivered by independent suppliers yet remembered as a whole
The physical aspect of the experience is fixed in space and time;
Our customers move, we don’t…. and that accounts for our Product obsession Fierce competition Fragmentation and The politics of tourism
While the guest remains oblivious to our boundaries and lives in a world of his own….
So what does that mean?
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Anna Pollock ©
If Destinations are the stuff that dreams are made of …...and
Destinations “exist in the eyes of the beholder”and we our truly customer not product centric then our job is to
Enable our guests to fulfill their own private, personal fantasies and create their own stories.
What’s it all about?
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Anna Pollock ©
Summary of the Meta Shifts
From ToProduct Customer
Push Pull
Top Down, control Bottom Up, Responsive
Certainty, order Unpredictable, chaos
Rigid, hard Fluid, soft
Physical Virtual
Fragmented Coupled, Integrated
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Anna Pollock ©
A Destination not just a physical place or setting but A Collaborative Community whose members:
share a sense of place share a common customer are interdependent and comprise:
Visitors Providers Partners Hosts DMO
Customer sits at the centre Your task as DMO is to enable and stimulate the conversations and relationships
New Ways of Looking at Destinations
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Anna Pollock ©
In a Destination Community, customers don’t sit at the end of a value chain, but
At the centre of an orbit! Customers are the gravitational
force pulling suppliers together into a community
Learn to dance with the customer!
Role of Customers
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Anna Pollock ©
dream
plan
book
experience
reflect
share
return
Customer’s Intent
Cycle of Need
reject
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Anna Pollock ©
Destination Web Participants
Host Community
Providers
Suppliers
Agents
Channels
Partners
GUEST
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Anna Pollock ©
DMO’s role is that of “orchestrator” and “choreographer”
Core skill and value lies in building and sustaining relationships With and between providers With and between guests
“Customer Centric” destinations will Get connected Collaborate more than compete Listen more than speak Enable rather than control Obsess about customer care Before, during and after their visit
New Roles in the New Economy
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Anna Pollock ©
Destination Web Participants
Host Community
Providers
Suppliers
Agents
Channels
Partners
GUEST
Destination
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Anna Pollock ©
Leadership and vision:set the course Awareness and branding Invest in infrastructure:
Connectivity Tools Skills Standards Community
Enabling not controlling regions and cities
Balancing (there ARE limits!)
Role of the Province
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Anna Pollock ©
Regional differentiation Awareness & Branding – conveying the
essence Content management & delivery
Customer Care (before, during & after) Provider Support
Distribution Tools & Skills Intelligence sharing
Quality Assurance Implementation Balancing
Role of the Cities and Regions
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Anna Pollock ©
Customer Care Make it easy for the guest to find
what they want during the trip Listen to the guest! Share intelligence with others Manage your affairs
Content Inventory Distribution
Cross sell, up sell, refer, collaborate
Role of Providers
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Anna Pollock ©
Entire infrastructure is web based, accessible from any device, anywhere, anytime: Get Connected!
Content Management & Distribution: Digitise! standards, exchange
Commerce: Make it easy to buy everything, anywhere
Think Community! Professionals Providers Visitors
Infrastructure Features
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Anna Pollock ©
Austria – Tiscover Denmark Ireland France Australia
Other Examples
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Anna Pollock ©
Investment in infrastructure not an option
Be driven by the customer’s needs and business process NOT the technology
Commit to open standards and flexibility Create the conditions for innovation and
adaptation Integrate don’t impose, encourage
diversity! Don’t delay! It will take longer than you
think
Lessons from the Leaders
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Anna Pollock ©
Confidence Clarity of purpose Customers first Curiosity Connect your Community Content – digitize it! Commerce – make it easy to buy! Collaborate!
8 C’s of Success for British Columbia
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Anna Pollock ©
Go for IT!
Because you CAN!
A Last Thought