That's a Wrap on #RESHAPE21! Day 2 Summary
And just like that #RESHAPE21 is over. It’s cathartic: the 60+ people behind the world’s biggest leadership and experience summit are breathing a sigh of relief. No major hiccups, plenty of new ideas to mull over, but most of all, lots of happy speakers and attendees.
RESHAPE is a space to discuss ideas, challenge the status quo, and take a deep, hard look at how brands everywhere can rebuild consumer trust and do more than make green promises.
At it’s core, RESHAPE is about change on both the organizational and individual levels.
With 47 hours of sessions, it’s impossible to soak it all in. While we will be sharing a replay link to the on-demand sessions soon, in the meantime, here are some of our favorite quotes and insights from our Day 2 speakers and panelists.
THE REALITIES OF BRAND PARTNERSHIPS
Brand partnerships should be surprising and unexpected. Brands often choose partnerships that make sense, which is logical but rarely exciting. Go for whatever is most exciting.
If a partnership doesn't work out, it's usually because it's boring, and no one has heard about it, or it's inauthentic and not credible.
Naturally, artists will sometimes accept a partnership solely as a source of income but as an artist, the least fulfilling partnerships are those where the brand doesn't know what they want from you, other than to generate sales. It's not enough to just collaborate, you need to have a good idea.
HUMAN-CENTRIC DIGITAL STRATEGIES FOR AIRLINES
For both Singapore Airlines and Bamboo Airways, safety is of the utmost priority. Both airlines have invested heavily in their websites and mobile apps to make the end-to-end travelling experience as contact-free as possible.
“Suppliers' operational costs have increased due to new global issues like safety, health, hygiene and there was a concern that this increased cost burden may prevent our partners and suppliers from being diligent enough about safety and health. We have supported our partners with a free solution package to help them to improve their own operational costs and efficiency.” - Kim Jong Yoon, CEO - Yanolja
“Feeling safe is quite subjective. Different countries' COVID policies really impact a person's psyche around travel. What airlines can do is build as much trust as we can with our customers, by doing all the things we say that we do, providing seamless travel, providing accurate information and making things easy.” - Bryan Koh, Div. Vice President E-Commerce and Distribution, Singapore Airlines
FRICTIONLESS CONSUMPTION
Piyasak Ukritnukun, Managing Director - Ngern Tidlor
First time borrowers are getting younger, they're borrowing more, and they use credit more frequently than before, to finance purchases, and this comes in tandem with savings rates.
What is contributing to this global overconsumption and over borrowing by the young?
Punk CX
“The experience space is demonstrating a lot of the same characteristics as a progressive rock space did in the 1970s: overly qualified...benchmarks...metrics...blah blah blah. It's becoming more interested in itself than its constituents.
What would a punk version look like? Punk CX is all about trying to get back to the essence, trying to look for the simple, elegant, powerful data to be different answer intuitive ways to create those better outcomes.
Simple does not equal simplistic. Simple is where elegance and beauty and power live.” - Adrian Swinscoe, Punk CX
BUILDING FOR THE LONG TERM
AirAsia reimagines partnerships by creating long-term touch points for customers to continue engaging with customers even outside of their travel or holiday. Charles Tidswell and Tony Fernandes, Group CEO of airasia discussed customer experience and building lasting relationships.
“As long as you continue to enrich the experience, as long as you continue to add value to that experience, I think the use of data is not an issue.” - Tony Fernandes, Group CEO
THE KEY TO DELIVERING EXCEPTIONAL EXPERIENCES
Insider CEO and Co-founder Hande Cilingir and Bluebell Group's Ashley Micklewright chatted about agility during times of change, cultivating it as a mindset, and fostering cooperation between CMOs and boards.
"Key opinion leaders have been around for a few years now; we've come across key opinion customers, and these people have a wealth of information, and they share in innovative ways with their followers... this person conveys what it is the brands want to say." - Ashley Micklewright, Bluebell Group
Fin, roll credits.
We're so grateful to everyone who could join us. Our deepest thanks to all the amazing speakers who shared the #RESHAPE21 stage. Until next year!
REPLAY AND RESOURCES
Select sessions will be available on the www.reshapesummit.com website. Keep an eye out for updates.