This Ebook is the collection of wisdom about today’s business challenges and opportunities that we co-created at the Customer Engagement World Expo in NYC in november 2014. Co-created by over one hundred people from a diverse cross-section of industries, we hope this little Ebook inspires a dialogue about engagement, technology, and business.

1. Culture,
Clients
& Creativity
Exploring Today’s Business Challenges and Opportunities

2. Sanchay Agarwal
Emily Almani
Rodrigo Almeida
Julie Amodeo
Kaitlyn Bergfeld
Cynthia Bialer
Dora Brandon
Brett Busconi
John Carl
Lou Carricarte
Saswati Chakraborty
Ming Chan
James Chaska
Mohammad Chaudhury
Wallace Chin
Jeff Clapp
Nicolas Claquin
Kevin Cosbey
David Coughlin
Jennifer Crossan
Arif Dawood
Markus Demirci
Lauren Downer
Heather Faherty
Ariel Feldbrandt
Michael Fine
Cindy Fishman
Tracy Fives
Tiana Ford
Shailesh Gala
Deborah Gallant
Patrick Gilbert
Gabriel Gluck
Gerard Gorman
Denise Graziano
David Haselkorn
Bruce Hashim
Patricia Hennigan
Peter Insalaco
Nick Jerome
Caroline Johnson
Ernie Kapanke
Thomas Kay
Jennifer Kurucz
David Lackey
Grayson Lafrenz
David Leaver
Randy Levy
David Longendyke
Thomas Malarik
Michelle Maltsberger
Matt Marotta
Mia Martino
Deborah Maxwell
Dawn McKenzie
Carl Meshenberg
Jorge Miranda
Neil Mohan
Bruce Molloy
Winnie Mui
Dan Myricks
Shonan Noronha
Gerald Pallor
Bill Powell
Michelle Reeves
Mark Rosenthal
Ira Schloss
Jagruti Shah
Jay Shaw
Russell Sicklick
Nicholas Slettengren
Jerry Spiering
Rachel Stolleman
Lisa Christine Summerville
Karl Sundstrom
Ariy Tartakovskiy
Robert Thayer
Mark Thompson
Russell Titsch
Terrence Tormey
Amelia Tran
Andrea Trendy
Sofia Troy
Chris Veros
Joy Wang
Joseph Warner
LisaBeth Weber
Michael White
Juanita Worboys
Ellen Zalk
CONTRIBUTORS

3. 2014 Hyper Island, New York City
hyperisland.com
Co-created by Customer Engagement World Expo attendees #CETW
Edited by Lisa Pertoso, Marianne Aerni, Mathias Vestergaard
Produced by Hyper Island
Designed by Paula Cyhan (paulacyhan.com)
CONTENTS
1 Summary
2-3 Challenges: Themes
4 Challenges: In Their Own Words
5 Matching Game
6-7 Actions: Themes
8 Actions: In Their Own Words
9 Want to Know More?

4. Hyper Island is a creative business school with intensive executive
courses, consulting services, and MA Degrees. We empower individuals and organizations to seize the opportunities created by the technological evolution. On November 5-6, 2014 at the Customer Engagement World Expo (CEW) in New York City, we took the opportunity to listen and learn.
Everyone who visited our booth shared their current business challenge, and what small action they could take tomorrow to address that challenge. This Ebook was co-created by over a hundred people from a cross-section of industries including advertising and marketing; consulting; retail;
healthcare; hospitality; government; non-profit; technology providers; financial institutions; and media.
When looking through this collective wisdom we noticed two
major patterns:
First, although the challenges initially appear to be new and specific to our day and age - like the accelerating pace of technology, the decreasing attention span of people, and reaching new customers - look again and you will see that these are problems as old as civilization.
Every new technology, from the written word to the steam engine, has transformed society in unpredictable ways, and every generation has had communication issues with the one after. Even Aristotle lamented the younger generation and feared that the written word would destroy
humanity’s ability to commit knowledge to memory. And the Roman
Empire created stability in the Mediterranean region by allowing
merchants to trade in new markets.
Second, and perhaps more importantly, when we asked our booth visitors to come up with small steps to tackle their biggest challenge, everyone could almost immediately think of at least one action!
No matter what your biggest, mightiest most daunting challenge is, even if you don’t have the long-term solution, you can always take the first step. You can make the first phone call, share your idea, or reach out and ask for help.
When we decided to co-create this book we had no idea what would happen. But we took one step forward, asked questions, listened, and learned many things along the way. Remember that you too, can always learn something new (whether it’s playing the saxophone, doing improv theater, or asking your clients questions), which will give you a fresh perspective to address not-so-new problems in new ways.
Hyper Island sees the opportunities for learning all around us...take a look and see for yourself!
We hope this book inspires a dialogue about engagement, technology, and business, and we would love to hear your thoughts. Tweet @ hyperisland and use the hashtags: #CETW #HIMC
– Joelle, Marianne, Lisa & Mathias
Hyper Island, New York City
SUMMARY
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5. Marketing &
Communication
Strategies
Finding
New
Clients
Keeping Clients Engaged
Education
Client
Centricity
Integrate Technology
Talent
Change &
Digital Disruption
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6. THE MOST COMMON CHALLENGES
• Finding new
clients
• How to translate
so much data
in a way that
creates value
• Be more
client-centric
• Best ways to
communicate across different platforms
• Finding the best
technology solution
• Stay up-to-speed
about digital tools and trends
• Finding the
best talent
• How to inspire
creativity among
employees
• Effectively
communicate
across teams
INTERNAL
EXTERNAL
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7. “ Technology moves too fast, I would love to keep up but feel overwhelmed
at times.”
“ Getting data
collectors and the
ones who use it
later to have a
real dialogue.”
“Connecting with clients.”
“Engaging in new ways.”
“ Getting face to
face meetings.”
“ Each client
is different -
how can I
consider
every need?”
“ Keep engaging with our audience. Everyday,
everywhere.”
“ Getting our clients
to understand
customer journeys.”
“Working with millennials!”
“ Mobile engagement and
knowing what works.”
“Break old mind sets.”
“ Clearly
defining
what the customer
really wants.”
IN THEIR OWN WORDS
“ Keeping up with
the latest technology.”
4

8. MATCH ACTION TO ADDRESS CHALLENGE*
ACTION
Ask our customers more questions
Engagement with individuals in our network
Listen, listen, listen!
Understanding client’s needs
Research-educate-implement-sell!
Get a new website
Be healthy. Exercise and eat well
Get clients to engage in a CRM
Design new products
Experiment and test prototypes and pop-up events
Learn to think outside the box
Be more dynamic!
Get a CRM
CHALLENGE
Finding new clients
Encroachment from other businesses/industries
Select the right platform for specific needs
Using social media
Funding and coaching for digital
Integrating creatives ideas with technology
Adapting culturally to the US market
Getting clients to embrace digital
Not knowing where to reach out to target audiences
Getting our organization engaged
Real-time engagement
Feel as if there is not enough time to manage website, and Facebook page
How to create real value for people
* THERE IS NO “RIGHT” ANSWER.
WHEN ACTIONS ARE CLIENT-CENTRIC
THEY CAN TACKLE ANY CHALLENGE
5

9. Listen, research,
ask questions
Engagement at a deeper level
Push education for both clients and employees
Be more
transparent
Take risks
Optimize
use of
technology
Improve strategy and processes
6

10. THE MOST COMMON ACTIONS
• Do more in-depth research
• Ask clients more questions
• Use digital tools to facilitate above
• Be more
transparent
• Listen more,
talk less
• Take more risks
and think outside the box
• Improve processes
• Use digital tools
to facilitate above
INTERNAL
EXTERNAL
7

11. “ Connect directly with people and understand their interests.”
“Advise & explain.”
“ Understand needs
of mobile customers.”
“Be more dynamic!”
IN THEIR OWN WORDS
“ Hire people who are smarter than me.”
“ Listen to
topics
involving
your brand. Who is talking,
when and where?”
“ In-depth
review of
individual’s
needs and
desires.”
“ Break something today, rethink
tomorrow
and next year
increase
transparency.”
“ Talk to
Hyper
Island.”
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12. Today’s challenges are not unique or insurmountable. Are you
inspired to act today?
Hyper Island offers executive courses and programs on digital
transformation, innovation, leadership, and change management.
Find out more about our Master Classes and Tailored Solutions
here: hpr.is/mc14
We are grateful to everyone who contributed their knowledge,
thoughts, and insights to this Ebook.
THANK YOU!
Questions? Thoughts?
Curious about Hyper Island?
Tweet @hyperisland and use the hashtags:
#CETW #HIMC
Email: Lisa Pertoso
lisa.pertoso@hyperisland.com
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