HP Innovation Journal Issue 14: Spring 2020 | Page 13

Technology consumption was
once all about deploying the
latest products, operating systems,
and shrink-wrapped software.
Today’s enterprise organizations
are more interested in quantifiable
business outcomes as opposed to the
off-the-shelf ease of technology itself.
Business leaders now are asking the
tough but fair questions: How will
this service lead to better operational
efficiency, productivity, and cost-
effectiveness? How will that online
application open the door to smarter
decision-making? What possibilities
do these technologies offer for
creating or entering lucrative markets?
Any reputable tech vendor needs to
have these answers.
As HP’s Chief Commercial Officer,
I hear these concerns frequently
from our customers. They want to
know that products and services
they’re investing in are just that—
an investment, not just a purchase.
specific needs and then define a
path for achieving real results.
This is what is referred to as
the “segment of one,” and it is
increasingly the approach leading
companies are leveraging to connect
to a new generation of customers.
HOW IMPORTANT IS A COMPANY
BEING OMNICHANNEL: *
59
%
DRILLING DOWN
INTO THE DATA
With segment of one, I am referring
to the ability—aided by data and
insights—for businesses to deliver
hyper-targeted and unique value
propositions to any customer.
First and foremost, of course,
is being transparent about our
intentions and offering customers
the ability to choose how we use
their personal data. At HP, we only
collect and use personal data to
manage our relationship with our
customers and provide them with
customized experiences.
This is why, at HP, an outcomes-
based business model guides product
design and development. It influences
the markets in which our company
operates. It directs how HP defines
and adds value for customers. And
it shapes the training and guidance
provided to channel partners for
interactions with their clients. For example, our Managed Print
Services offering collects printer
usage data to learn how a business
works, evaluates why and when
people print, and identifies areas
for optimization. But imagine being
able to do that at an individual level
by alerting a company’s employees
when they are not using the color
or contrast settings as efficiently as
they could.
It is a different mind-set from
what many technology vendors
have done in the past. Progressive
companies no longer view success
as creating one or two basic
versions of products or services
they can sell to the masses, then
call it a day. A broad-brush
approach to customer engagement
is no longer enough. Rather, they
utilize customer insights to identify Similarly, the segment of one
strategy can be applied to
consumers to address their unique
needs—based purely on volume. Say
a customer is an HP Instant Ink
subscriber, receiving their ink on
a scheduled basis when the printer
ink levels are low. However, they’ve
forgotten about the 300 holiday
cards they usually print and send
every December, which requires
Important
28
%
Critical
CRITICAL ATTRIBUTES OF
MUST-HAVE CHANNELS INCLUDE:
50 %
Convenient
45 %
Reliable
38 %
Personal
41 %
Fast
36 %
Trustworthy
* Taken from “Critical Channels of Choice: Meeting
the Customer Expectation for Omnichannel
Relationships,” Pitney Bowes, 2019.
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