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“Inaction in the face of opportunity is but an excuse!” – #Futurist Jim Carroll

Part of the role of a futurist is to provide people insight into the trends that will be a part of their future, but also to put into perspective the opportunities these trends present. A lot of people get excited when they see what I can offer in that regard.

But people are funny – and here’s a good story you can think about to see if you are suffering from a culture of inaction.

I recently had a call from a senior VP of a major company in the retail industry. She thought that it would be extremely helpful to bring me in to their upcoming corporate leadership meeting – with so much change in retail they need to be challenged in their thinking. With clients like Disney, The GAP, Pepsi, Godiva, and more, I certainly have a track record for doing just that – I spend a lot of time speaking to the massive and fast trends sweeping the world of retail. I even have separate keynote topics on retail and the Amazon effect.

Fast forward. She wrote back last week, indicating that their CEO didn’t think it was a good time to be doing this. As in, stay the course. Stick with the status quo. They didn’t need to be challenged right now ; they had a strategy and needed to see it through. They might think about doing a deep-dive future session next year. Something like that.

What’s that phrase people use? I was gobsmacked, particularly after she had outlined in a conference call all the issues that they needed to be thinking about!

Here’s the thing – I get a lot of situations like this! Where someone on a corporate team knows that the organization needs to be challenged out of their complacency — but then it goes up the ladder, where senior management puts a stop to the idea. I’m never sure why, but I know what the result will be.

This particular organization will now go on my fail-radar. I’ll watch them over the next decade, along with dozens of others, and will see the stumbles and failures and missteps they will make as they fail to align to obvious future trends. Not because they didn’t bring me in — but because they clearly are driven by a culture of indecision!

Remember this likely reality – 50% of the companies that you see around you today likely won’t be around you in but 10 short years. Particularly in retail!

Inaction is in the soul of many organizations. This might be you!

Why does this occur? With 25 years of effort in advising on organizations on trends and the future, I’ve become quite adept at spotting the culture of slow that kills initiative:

  • actions are based on lifelong lessons that no longer apply
  • variation in routine is abhorred
  • the strategies they have in place are often outdated by faster trends
  • they are structured by command and control structures that don’t allow for agility
  • outdated HR practices reward mediocrity
  • individualism is punished
  • risk is something to be feared, not embraced
  • collaboration is absent
  • corporate culture breeds change-resistance anti-bodies
  • they discount the big thinkers who are changing their industry – they think they know better!
  • they have allowed a leadership style of deferring decisions to overtake all activities
  • a belief that their company and product are invincible, and that their continued success is inevitable
  • It’s an interesting time to be in business. Disruption, fast paced business model change, technology! It’s all real folks – you can’t avoid it.

The future belongs to those who are fast, and yet many are structured for slow.

Rant over.

Next month, I’ll keynote the National Rural Electrical Cooperative Technology conference. It’s an unprecedented 5th repeat booking by this organization.

The energy industry is in the midst of fast hyper-disruption.

Here’s a quick little video that I put together for them to outline some of what I’ll cover.

 

 

The folks at Farm and Dairy Magazine interviewed me on trends to watch in 2018 in the world of agriculture. It’s a good read – you’ll find it below!

On stage in New Orleans, I spoke about the idea of Spock having a medical tri-corder on the farm. It’s not as crazy an idea as you thinK!

As I write this post, I’m down in San Antonio, where I’ve got two events where I’ll speak about the future of agriculture to several hundred dealers for a farm and ag supplier about future trends.

I love talking to farming groups – it’s one of the most innovative industries that I know. Watch this video for the reasons why!

5 agricultural trends to watch in 2018
Farm and Dairy, January 2018

SALEM, Ohio — The top five trends to watch for in 2018 are sure to keep farmers on top of their game.

With an increased number of events causing hysteria, with the rise of “fake news,” an overload of news in general — thanks to the world being at our fingertips — farmers have to work harder to tell their story, said Jim Carroll, futurist.

“All producers need to be honest in explaining the humane treatment of animals, to explain what they do. We need real ag folks to tell our story, we’ve got to increase real news,” he said.

Social media is the key, and farmers haven’t been in the conversation enough, Carroll said.

This year, we need to keep our eye on emerging issues, agritourism and marketing, adds Brad Bergefurd, Ohio State Extension horticulture specialist and educator in Scioto County.

In addition to the continuous need to tell our story, experts believe these five issues will be trending in 2018:

1. Increased speed of change

We’ve been talking about it for years, and now it’s happening: Young people are returning to the family farm — the iPod generation is gaining the reins, said Jim Carroll.

“The speed of change will pick up; those returning to the farm are open to all these new ideas,” said Carroll, who travels the country talking about the future. “People are scared of the future, but want to understand it.”

The average age of farmers is 58. Their average age has been inching upward for approximately 30 years, according to the USDA’s Census of Agriculture.

The census shows that during the past 30 years, the average age of U.S. farmers has grown by nearly eight years, from 50.5 years to 58.3 years, but that is about to change, warns Carroll, and that change brings rapid innovation adoption.

2. Fitbits for cows

A world with animal and crop health sensors will continue to flourish this year.

“Fitbits for cows, chickens, pigs — we see it happening now, but it will expand,” said Carroll.

Using drones to fly over herds to check on the health is happening. Farmers are monitoring the gestation of an animal, getting notifications from their iPhone, he said.

“We’ll see connectivity as a management practice,” Carroll said. “Being connected can save time and money on animal health.”

“Data analysis in the year ahead will supplement what farmers know intuitively,” he said, “and, in some cases, challenge those assumptions.”

New products rely on aerial satellite imagery, greenness sensors, soil maps and millions of weather data points — this innovation meshed with a group of early adopters is sure to keep technology pushed to the limits.

3. Global trade advocates

Global trade matters, it always has and it always will, agree Carroll and Tanner Ehmke, a former wheat farmer who is now the Knowledge Exchange manger at CoBank.

“Of course farmers in the Midwest are saying ‘don’t take apart NAFTA.’ NAFTA does matter,” said Carroll.

“Without a global perspective, the cost of food will double or worse. Without NAFTA, markets will be lost, trading partners and labor forces will be lost,” Ehmke said.

“There is room to be optimistic in trade in 2018,” he said. “But, we can’t lose NAFTA. No bilateral trade deals can replace the benefits of NAFTA.”

4. Labor shortages

Labor shortages will continue for highly skilled stoop labor, which tend to Ohio fruit, orchard, nursery, hops and vegetable crops, said Bergefurd, who focuses on specialty crops across Ohio.

“There were major labor shortages on Ohio farms in 2017, resulting in many acres of vegetables and some fruit not being harvested due to shortage of hand harvest labor,” he said.

He foresees a shortage of high quality, locally grown fruit and vegetables. Several large farms don’t have the needed labor, and, as a result, they are changing operations and not producing as many — or any — specialty crops, and are growing more grain crops instead, Bergefurd said.

Bergefurd predicts the acreage devoted to mechanically harvested pickling cucumbers will increase in northwest Ohio and few acres of the 80-year-old traditional, hand-harvested pickling cucumbers of Ohio will be planted due to labor shortages.

“Farmers who will plant hand-harvest pickles will adopt the use of harvest aids and will continue to move away from the crop share method that has historically been used,” he said.

5. Hitting bottom

“2018 looks like we will hit bottom, with grain and dairy prices bottoming out,” said Ehmke, who works to provide strategic insights about trends, structural change, and policy directives within the key rural industries served by CoBank.

“In 2018, we will see farm stress get worse before it gets better. We need to be proficient thinkers and use our relationships to get by.”

The world supply of crops will get tighter this year as usage picks up — starting to match with production, he said.

“We see the world demand, especially in Southeast Asia going up, and that is a good thing.”

Politically, trade uncertainty looks to continue this year, which won’t help the markets. Dairy prices continue to be under stress, as we see expansion globally, he said.

As prices hit bottom, Ehmke is optimistic that they will start to go the other way in 2019.

“I hope to see the dollar soften a bit. It won’t be a game changer this year, but it will start to help,” he said.

You asked, we listened. I’ve got one client in 2018 who is bringing me in to demystify what is quickly becoming one of the most disruptive issues today.

Cryptocurrency, Blockchain, Bitcoin and the End of Money: Understanding The Ultimate Disruption”

In as little as ten years, the very concept of money will have been forever changed. And the fact is, it’s happening now in real time. But it isn’t just money that is being disrupted: the blockchain concept promises to unleash a wave of innovation that parallels and exceeds the impact that came with the arrival of the Internet economy.

Making sense of the trends and the reality of what it represents can be a challenge. A new vocabulary has emerged that involves radical new concepts, the decentralization of authority, and rapid hyper-innovation : blockchain, Ethereum, ASIC and currency miners, hard forks and smart contracts! At the same time, headlines speak of the ongoing rise in the value of grandfather of all crypto-currencies, Bitcoin, while other news outlets and experts label it a bubble.  Merely interpreting all of the components of this new world can be a fascinating journey.

Yet the voyage becomes even more challenging when faced with opinions that are all over the map. What does it meaan when when Jamie Dymon, the head of  JPMorgan Chase calls Bitcoin a fraud and the people who buy it “stupid,” and yet at the same time, the head of the IMF says that Bitcoin could give existing currencies and monetary policy a run for their money? When a cryptocurrency goes from a valuation of a few hundred dollars to over $10,000 in a matter of months? When 2018 will be defined by an acceleration of the acceptance of distributed ledger concepts at the same time that a horde of fraud artists invade this fascinating new world? When some countries state they will abandon long held concepts of a national currency in favour of digital cash?

But wait, there’s more! The impact doesn’t stop with the arrival of the first wave of concetps as found in ‘money’ such as Bitcoin. What is emerging is the infrastructure and a foundation for the next economy: one that is reliant on distributed, digital trust, the elimination of the middleman from many business interactions, and fundamental, disruptive concepts that run up against most of the economic models of the last 100 years. These are challenging times, and difficult questions are being presented.

What does this complex new world mean to your business and your business model? Is it a fraud, or is it a bubble? What’s real, and what’s not? Are we in the midst of the latest Tulip and dot.com phrase, or is there substantial change underway?

In this keynote, futurist and technology expert Jim Carroll peels away the layers of the world of cryptocurrency, outlining the challenges and opportnities that come with the end of the concept of money as we know it. These are truly transformative times – for the realty of blockchain goes far beyond the current hype surrounding Bitcoin. The concept of distributed ledgers will change entire industries, challenge the very nature of the legal concept of offer and acceptance, and unleash a torrent of hyper-innovation around business models.

I was recently invited in to keynote the annual SAP Utilities conference in Southern California, and had a room of a few hundred executives from the energy, utility, water and wastewater sector.

Here’s a clip where I spoke about the acceleration of everything having to do with battery technology. I think its one of the most fascinating yet not fully appreciated sectors in our world of disruption – with an impact on everything from energy to transportation, consumer devices to medical care, and more.

Learn more in my post: The Future of Just About Everything is in Batteries.

Disruption is real, it’s big, and it’s happening faster than you think. My job as a futurist has me doing an increasing number of CEO level events for Fortune 500 companies around the world, participating in leadership meetings which are focused on the massive transformations and disruption occurring in every single industry. Clients such as NASA, Disney, Godiva, Nikon, Mercedes Benz, Johnson & Johnson, and many more.

There is so much coming together all at once, and it accelerates everything. You might not understand the multiple trends that are coming together, so let me take you there.

Here’s what you need to think about today, as the pace of change picks up:

1. Multiple trends merge. There’s a lot going on! Individually, any trend is disruptive. Combine them together, and it’s transformative. 3D printing, exponentiating bandwidth, hyper-connectivity, the Internet of Things, artificial intelligence, robotics, neural networks, deep analytics, autonomous vehicles, Bitcoin and blockchain, self-learning systems. All of these trends and more are merging together,  leading to a massively new, connected, intelligent machine that will transform, change, challenge and disrupt every industry.

2 Every company becomes a software company. From healthcare to insurance, home appliances to automotive, manufacturing to packaging, retail to sports & fitness, energy to agriculture: every industry is seeing massive change as it becomes enabled, challenged and transformed by technology and connectivity. From precision agriculture to self-driving cars, smart clothing to connected microwaves, remote medical monitoring devices to active packaging  — every company in every industry is becoming a computer company, with software and technology at its heart and soul.

3. Moore’s law innovation speed defines every industry. It’s the rule that defines that the processing power of a computer chip constantly increases while the cost collapses at an exponential rate — and that speed of change is coming to drive the speed of innovation in every single industry as we all become tech companies. Companies are having to innovate and transform at a pace never seen before.
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4. Science exponentiates. The volume of medical knowledge is doubling every six years, and the number is going down. The cost for genomic sequencing is following an exponential downward curve. Battery technology innovation is moving forward at a furious pace with new methodologies, ideas and more coming to market. One single new chemical substance allowed Apple to miniaturize the hard drive for the original iPod, which led to the birth of a billion dollar industry. Science is the heart of the future, and the future is happening faster!

5. Edge thinking dominates. Crowdfunding networks allow for a world in which small upstarts don’t need to follow long-established ‘rules’ for changing the future. To move faster, they source ideas and inspiration through crowd-thinking, raise their funds through new forms of financing, and prototype products through 3D printing and other fast-to-market methodologies. Global R&D has moved from massive labs to globally dispersed idea factories.

6. Small beats big. Legacy is death: agility and speed are the new metrics for success. Big organizations are often encumbered by history and are suffering from the disease of  organizational sclerosis. New, aggressive upstarts can move faster, with the result that they can make decisions that provide for big disruption and challenge.

7. Ideas accelerate. With the Internet, we have essentially built a big, global idea machine, and fast innovators know how to mine its riches. In every field, the pace of innovation and discovery is speeding up to an unprecedented level. What use to seem like science fiction just a few years ago is todays’ reality.

8. Revenue reinvents – regularly. With fast ideas comes faster innovation : 60% of Apple’s revenue comes from products that didn’t exist 4 years ago. That’s a blistering pace of innovation. Expect that to become the norm in most industries as the future accelerates, product lifecycles collapse, and disruption disrupts.

9. Attention spans collapse. All of this fast change is difficult to comprehend, and so we have become scattershot! We now scan some 12 feet of shelf space per second – a goldfish has a longer attention span than a human. We need to have constant, relentless innovation in terms of marketing, branding and consumer outreach, not to mention what we need to do to engage our workforce!

10. New interaction dominates. Mobile is everything; we live on our devices. It influences everything we do, all that we decide, and much of how we interact with each other. The next phase will involve smart, connected packaging talking to our devices, and a new era of hyper-connectivity that will make todays’ early attempts at mobile marketing seem like child’s play.

11. Business models realign. The Internet of Things (#IoT) doesn’t just result in cool new products – it redefines entire revenue models. The era of predictive diagnostics allows for a future in which appliance or automotive manufacturers can now design products that will tell you when they are about to break down. This changes the essence of the product from a physical device that is sold to the sale of a service with uptime guarantee revenue models.

12. Distributed technologies redefine. When everything connects, power disperses. Micro-grids will change the utility industry as backyard wind, solar and other renewables result in little, local neighbourhood micro-grids. Cars that talk to each other and to sensors in the highway result in a new concept of transportation. Everywhere you look, distributed connected technologies are redefining concepts and turning industries upside down.

13. Money disappears. Sometimes distributed technology have a bigger impact than you think – as is the case with blockchain, which essentially redefines money. Central banks are out, and distributed ledgers are in. Ethereum goes one step further than Bitcoin, by embedding the historical contract concept of an offer and acceptance into the very essence of money. It’s intelligent money, and we still don’t know how quickly this will change everything.

14. Flexibility emerges. Given all this change, companies are focused on agility in order to get ahead. At a manufacturing plant in Graz, Austria, Magna has built the ultimate in flexible assembly lines, with the ability to build different cars from different companies on one assembly line. Elsewhere, companies are busy moving the software concept of agile development into the boardroom, adopting it as a key leadership trait. The ability to change fast is now the oxygen that fuels success.

15. Gamers Game. 25,000 people showed up to watch 4 gamers play a video game tournament in the Los Angeles Staples Centre – and 43 million tuned in worldwide via Twitch, the hottest new social platform on the planet. They’re coming into the workplace, and live in a world that involves a constant need to ‘level-up.’ Nothing will ever be the same as new forms of motivation and reward come to drive everything – and in this world, Xbox-type rooms are the new office!

16. Virtualization arrives. AR and VR are here, and the era of virtual welding is not too far off – and any other skill can be undertaken anywhere, at any time. An example is the forthcoming disruption of trucking, which will happen when a driver in India can navigate a truck through the streets of New York through a virtual headset! Outsourcing of skills is one thing – outsourcing of physical work is a whole new level altogether!

17. Infrastructure risk exponentiates. One word – Equifax. We are busy building a big, elaborate machine in the form of massive connectivity and accelerated information, but don’t quite know how to secure it. The TV show South Park had a character do a shoutout to in-home Amazon Echo and Google Home devices — and exposed a new security risk that no one ever thought about. Expect things to get better much worse before it gets better!

18. Insight influences. Big data and analytics might be overused buzzwords, but not to everyone. We live in a new world of Amazonian insight, where those who have the tools and knowledge to understand what is is really going on are the ones to get ahead. Depth of insight drives disruption – actuaries are moving from a world of looking back to one fo looking forward based on real time medical device connectivity. Car insurance is no longer based on past driving performance, but real time behaviour based on GPS. Even the world of health care is moving from a a world in which we fix you after you are sick – to knowing what you will be sick with based upon your genetic profile, and acting accordingly.

19. Expectations accelerate. If your Web site sucks, so do you. In our new world, people want the simplicity of a Google query via a touch screen device. Gone are the days of complex online forms — in are applications that are instantly aware of who you are and what you want. The bar of expectations is increasing at a furious pace, and if you can’t keep up, you can’t compete!

20. Industries virtualize. No one company can do everything that needs to be done in an era of fast change. In retail, all kinds of new partners are emerging to support last mile shipping, drop shipping capability, drone delivery and more. In finance, there are more types fo Fintech startups than there are world currencies, helping banks to navigate the complex new world of cryptocurrencies and more.

21. Knowledge accelerates. Skills access is the new gold. Did you notice Ford paid $1 billion to get access to some experts in self-driving car technology? Enough said. Those who can access the skills in trend #1 above win. We’re in a global war for niche talent, and that pretty much defines a critical strategy for the future. If it is all about skills, then success involves a strategy in which grabbing them fast is the only path forward.

22. Experience is the new capital. Innovation is the new oxygen. There’s no time to learn, to study, to plan. It’s time to figure out what you don’t know, and do the things that are necessary to begin to know about it. Experiential capital is the new capital for the 21st century.

23. Generations transform. 1 out of 2 people on the planet are under the age of 25. They’re globally wired, entrepreneurial, collaborative, change oriented — and they are now now driving rapid business model change, and industry transformation, as they move into executive positions

24. Big, bold thinking predominates. There are people who grab all of these trends and do “big things.” We are seeing the emergence of an entire world of big dreamers and doers, individuals who dare to challenge the orthodox, and abandon routines. The concept of the ‘moonshot’ is no longer restricted to those with deep pockets — but is oxygen for those with big ideas.

25. Action is the best reaction. Put it all together, and what odes it mean? If you don’t disrupt, you will be disrupted. It’s your ability to quickly act, react and do that will allow for future success. There’s not a lot of time for debate, studying; inertia is abhorred. Simply DO. That should be you.

Remember that song by the Who? “I hope I die before I get old!”

You better change before you can’t.

You might be obsolete before you know it.

Quit talking about disruption.

Do something about it.

Here’s a clip from a recent keynote. It’s part of a talk where I cover 20 Disruptive Trends, and put into perspective why the future belongs to those who are fast! In this short clip, I cover trends involving batteries, self-driving, 3d printing, the space industry, genomics, health care knowledge, and more! Including why I can drink more coffee than other people!

I’ve got a keynote topic description coming around this, with a draft below.

Aligning Acceleration and Agility: The Business Case for Fast!

To say that we live in a fast world would be an understatement. Small, quick upstarts like Square are challenging the global credit card industry, at the same that GPS based driver monitoring devices are rewriting the rules of the auto insurance industry. The NEST Learning Thermostat morphs from a quiet startup to a worthy challenger to industrial energy device powerhouses. Autonomous vehicle technology leads us to road trains and a more rapid emergence of intelligent highway infrastructure. We’re in the era of the end of incumbency, in which small dominates big, fast trumps ponderous, and indecision spawns failure. Everywhere we look, we can see acceleration, speed, and velocity: and in times like these, time isn’t a luxury.

For any executive, these trends matter — because fast trends drive disruptive change. And disruptive change envelopes us in terms of fast trends: self-driving cars, 3d printing, crowdfunding, the sharing economy, blockchains, personal drones, swarm-bots, smart dust, vertical farms, the Internet of Things, cognitive computing, smart factories, artificial intelligence, augmented reality, quantum computing, intelligent farms, smart clothing! What seemed to be science fiction just a few short years ago has become a reality today, as time compresses and the future accelerates.

Take a voyage with Futurist Jim Carroll into the world of tomorrow, today, as he outlines the key trends, technologies, ideas and initiatives that are transforming our world around us at hypersonic speed. A world in which the speed of change impacting every company and every industry is increasingly driven by the speed of technology and Silicon Valley hyper-innovation. One that demands faster innovation, agile response, flexible strategies, and most important, the ability to ‘think big, start small, scale fast.’
For the last 25 years, Jim Carroll has been speaking to and advising some of the worlds largest organizations on the trends that will impact them. With a client list that ranges from NASA to Disney, the Swiss Innovation Forum to the National Australia Bank, Johnson and Johnson to Godiva Chocolates, Jim has had a front row seat to the massive change being encountered in industries worldwide, and deep insight into the leadership mindset of organizations as they adapt to the era of acceleration.
 In just a few short years, it will the year 2025, and the world of tomorrow will be your reality of today. Are you ready for what comes next?

 

Another article on a recent keynote I did on the future of manufacturing; in this case, from The Fabricator, the publication for the Fabricators and Manufacturers Association.

A chat with futurist Jim Carroll indicates that fabricators should be open to embracing technological possibilities or risk being left behind.

At one time you needed a room of skilled craftsmen just to make even a simple prototype. Tomorrow it might all be done by the design engineers themselves in hours instead of days because of advanced 3-D modeling software and virtual reality technology.

In helping out with some editorial preparation for The FABRICATOR’s sister magazine, Canadian Metalworking, I had the opportunity to chat with futurist Jim Carroll. (He gave the opening keynote address for the Canadian Manufacturing Technology Show on Sept. 25.) Conversations with such industry and societal observers are always interesting because they take the time to consider what may be possible in the years to come while others have their heads buried in the drudgery of everyday life. My talk with Carroll was no different, and the following three conversation highlights only promise to make those that are technology-averse even more nervous about the future.

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The folks at New Equipment Digest interviewed me a few weeks back for an article on manufacturing,  ahead of a major keynote I had earlier this month.

You’ll have a 50-year old guy or lady in the factory, and you bring these tools to help streamline processes and they say, “Oh my God! This is terrible that can take my job away. I’m done; I’m toast.” And somebody in their 20’s is going to say, “cool.” It’s a much more agile workforce, much more willing to try new things.

It’s but one talk I do in this sector; on Monday, I’ll headline the International Asset Management Council on future manufacturing trends. They’re the folks from Fortune 1000 organizations who make the decisions on where to locate future factories, logistics locations and supply chain investments.

INDUSTRY TRENDS
Futurist Says “Fast & Furious” Changes Coming to Manufacturing

Forget your Magic 8-Ball or fancy-schmancy predictive analytics. Futurist Jim Carroll knows what lies ahead for manufacturing and technology, and we have the scoop for you here. Bet you didn’t see that coming.
John Hitch | Sep 21, 2017

Jim Carroll, a former accountant and current author/corporate speaker, is confident he knows what’s going to happen in the world of manufacturing. And the world renowned Canadian futurist doesn’t need a flux capacitor or any other sci-fi MacGuffin to make bold claims in front of millions about what technologies they need to adopt now, and what the world will look like for our children after we’re rocketed to our Martian retirement homes — where our corpses will no doubt be used as fertilizer for space yams. (You’re welcome, Elon.)

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Last week, I was the opening keynote speaker for the annual SOMOS Toll-Free Users Summit – it’s the annual conference for the folks involved in the 1-800 industry. Obviously, there was a big focus on the issues of customer support and interaction, and my keynote took a look at those trends.

They’ve just run a blog post that captured one of the key themes in my keynote : that is, how do we keep up with the fact that consumer and customer demands are changing faster than ever before!


Keeping Up With Fast Customers!
SOMOS Conference Report, October 2017

Remember the Jetsons? Their lives in 2062 seemed like a dream — self-flying cars, automated home appliances, virtual reality shopping. But today, we’re already starting to live that dream, almost 50 years early.

As futurist Jim Carroll said on the Toll-Free User Summit stage today, technology is advancing so much faster than our world ever expected. It’s creating new market opportunities, new professions and daring new business ventures.

One of the most transformative part of our daily lives stems from the advancements around personal mobile devices. All generations rely on their mobile devices for navigation, shopping, entertainment, and business. The more consumers engage through their phones, the more chances Toll-Free Numbers have to serve as the conduit between businesses and their customers, through voice, text, and other smart services.

As Jim stated, for the Toll-Free industry, responding to the rapid transformations happening to this consumer touchpoint will make or break our ability to better serve our customers.

He shared a few of the imperatives businesses must address to satisfy today’s consumers in the context of continuous and rapid transformation.

  1. Deliver exceptional customer service, especially in light of the empowered consumer, and thanks to the speed and viral nature of online reviews and social media networks. To capture a customer’s loyalty, the brand experience must be personalized, instant, flexible, and consistent.
  2. Capture sales while you have your customers’ attention, which means being available to communicate directly with your audience at the moment of highest interest. This means having the data and ability to intelligently package products and services, customize sales pitches, make advertising location-based, and enable click-to-call and click-to-text.
  3. Deepen customer insights with big data and analytics. Gather as much candid and personal information as possible. And use the millions of perspectives available through voice and text data to know and serve consumers better.

Technology means increasingly rapid progress. Yet, underlying all these approaches is one fundamental truth — people still need people to get the support they need. Human interaction is a core part of the way consumers make complex and difficult decisions. And businesses need to understand the people behind the data — if they can capture and interpret the data from these conversations, they will be poised for better and deeper insights for future planning.

The future of Toll-Free lies in a new perspective. With the impending transition to IP, Resp Orgs and Toll-Free Service Providers have to transform the way they act in the industry. Jim stated the industry is no longer simply responsible for supporting voice and text conversations — but is stepping into the customer touchpoint industry. Looking beyond the core business of Toll-Free reservations, he sees new business opportunities gaining strength and engagement at the growing edges of our industry.

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