The document discusses cross-channel customer engagement strategies. It summarizes the results of a survey that found most companies acknowledge the importance of cross-channel strategies but few have been successful at implementation. Common challenges include lack of a single customer view, disconnect between channels, and inability to personalize experiences. The document argues that IT leaders need to play a bigger role to address these challenges by focusing on systems that facilitate customer engagement and by providing roadmaps for implementation.

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Wake up from your
Customer
Engagement Stupor!

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We asked ourselves, how does the industry perceive
CROSS-CHANNEL CUSTOMER ENGAGEMENT
So Aditi Technologies partnered with Information Week
to find answers…

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HERE’S WHAT WE SET OUT TO UNDERSTAND
3
 WHY DO SOME SUCCEED IN CROSS CHANNEL CUSTOMER
ENGAGEMENT WHILE OTHERS FAIL?
 HOW MUCH OF THAT SUCCESS IS DEPENDENT ON “IT” ?
 AND WHAT CAN “IT” DO ABOUT IT ?

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THE RULES OF DIGITAL ENGAGEMENT ARE EVOLVING FAST.
1995
INTERNET OF
DOCUMENTS
CONTENT
2000
INTERNET OF
COMMERCE
DESIGN
2005
INTERNET OF
APPLICATIONS
CLOUD
2010
INTERNET OF
CONTEXT
DATA
2015
INTERNET OF
THINGS
DEVICE

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1. THEIR EXISTING STRATEGY FOR CROSS CHANNEL
CUSTOMER ENGAGEMENT
2. HOW EFFECTIVE HAS IT BEEN
3. WHAT ARE THEIR EXECUTION CHALLENGES
WE ASKED READERS OF INFORMATIONWEEK ABOUT:

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THE SURVEY
187
Respondents
26 IndustriesCXO / VP
BUSINESS AND
TECHNOLOGY TRACKS

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WHILE EVERYONE ACKNOWLEDGES ITS IMPORTANCE…
It could
threaten the
company’s
existence
Our Business
Performance
could suffer
substantially
We could lose
customers to
competitors with more
advanced customer
engagement
capabilities
Our brand
value could
suffer
substantially
There would
not be any real
impact on my
company
17%
41%
60%
43%
14%
If my company fails to adequately evolve its customer engagement strategy…

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…AND ARE CLEAR ABOUT WHAT DRIVES SUCCESS IN XCHANNEL…
How much of a role does each of the following have in driving your organization’s customer
engagement agenda?
40%
Presence across channels such as Mobile,
Facebook, Instagram, etc.
47%
360 Degree view of customer, aggregating
data from various sources
50%
Ability to create a scalable and flexible platform
to develop and roll out new offerings
53%
Ability to have a contextual and relevant
conversation with our customer in any channel
57%
Ability to personalize recommendations,
experience, and offerings for each customer
62%
Ability to build a culture of customer
engagement within the organization

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ROI FROM XCHANNEL CUSTOMER ENGAGEMENT IS HARD TO REALIZE
Which of the following best describes your company’s current status on cross-channel
engagement?
8%
20%
28%
32%
12%
Don’t Know
If there has been
any steps towards
cross-channel
engagement
No Focus Yet
We do not have any
clear strategic
objectives or goals for
cross-channel customer
engagement
Slow Implementation
We have a strategic
vision, but are
progressing slowly on
implementation
No Results Yet
We have made good
progress, but have yet
to fully realize intended
benefits
Leaders
We have achieved
cross-channel customer
engagement and are
leveraging it

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AND FULL CHANNEL INTEGRATION IS EVEN MORE DISTANT
Some integration
between channels
46%
27%
19%
2%
6%
Each channel functions as a
separate mode of
engagement
Good Integration between
channels
Full Integration
between channels
Don’t know
Which of the following best describes the relationship between your company’s various
customer engagement channels?

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DESPITE IT’S PERCEIVED IMPORTANCE, ONLY 12% COMPANIES
ARE REALLY NAILING XCHANNEL ENGAGEMENT

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1. KNOWING EACH CUSTOMER ACROSS EVERY CHANNEL
2. CONNECT WITH CUSTOMERS IN A CONSISTENT,
THREADED MANNER ACROSS EVERY TOUCH POINT
3. PERSONALIZING CUSTOMER ENGAGEMENTS BASED ON
CONTEXT AND CONTENT
WE DRILLED DEEPER INTO THREE BUILDING BLOCKS OF
XCHANNEL TO UNDERSTAND MORE

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Know the Customer
Data and Single View

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SINGLE VIEW OF CUSTOMER – WHY IS IT IMPORTANT?
What would be the top benefits of having
a single view of customer?

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LACK OF A CONSOLIDATED VIEW OF CUSTOMER
Consumers today expect companies to
know them well
Consumers want
companies to
demonstrate that
they know her
But, the companies lack a good
understanding of their customer
No plans to attempt a single customer view 16%
Not yet started, but planning to do so 23%
Recently started taking steps 35%
Have a SCV, but it’s not effective 10%
Have a SCV, and it is effective 11%
Don’t know 6%
59% 64%
Consumers want
companies to know
what products or
services she likes

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TOP 5 REASONS FOR THE DISCONNECT
47%
41%
46%
41%
43%
46%
Quality of customer data obtained from
various sources
43%
Lack of data from various sources,
including external sources such as social
media
Regulatory requirements and privacy
concerns that limit data collection41%
Company’s Organizational Structure
47%
The lack of a trustworthy, step-by-step
roadmap for getting from present state to
desired target state
41%

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Connect with the
Customer
Multi- Channel Engagement

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What would be the top benefits of multi-
channel engagement?
MULTI CHANNEL ENGAGEMENT – WHY IS IT IMPORTANT?

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DISCONNECT IN MULTICHANNEL ENGAGEMENT
But, the current state of multi-channel
engagement is underwhelming
No plans to unify channels
18%
Not yet started, but planning to do so
20%
Recently started taking steps
36%
Multi-channel strategy, but it’s not effective
5%
Multi-channel strategy, and it is effective
12%
Don’t know
8%

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TOP 5 REASONS FOR THE DISCONNECT
54%
42%
51%
47%
51%
51% Your company’s budget constraints
51%
Limitations and gaps in your company’s
internal skills and expertise
Decentralized channel ownership
42%
The time, effort, and difficulty associated
with understanding and evaluating new
customer engagement technology
solutions.
54%
The lack of a trustworthy, step-by-step
road map for getting from present state to
desired target state
47%

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Personalize for
each
Creating a Personalized
experience

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PERSONALIZATION – WHY IS IT IMPORTANT?
What would be the top benefits of
personalization for every customer?

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FAILURE TO TREAT EACH CUSTOMER AS ONE
Consumers today want intelligent
engagement
Consumers expect
more precise,
personalized offers
But, the companies lack a good
understanding of their customer
No plans to attempt personalization 19%
Not yet started, but planning to do so 20%
Recently started taking steps 34%
Personalization strategy, but it’s not effective 9%
Personalization Strategy, and it is effective 11%
Don’t know 7%
59% 53%
Consumers want
companies to maintain a
cross-channel history of
all her purchases

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TOP 5 REASONS FOR THE DISCONNECT
44%
40%
44%
38%
42%
44%
Lack of a trustworthy, step-by-step
roadmap for getting from the present state
to desired target state
42%
Matching the offering with the customer
need using available data
Limitations and gaps in your company’s
internal skills and expertise40%
Lack of capability to perform real-time
analysis of customer data44%
Technology backbone to have the ability to
execute campaigns in real-time and on-
demand when they are contextually
relevant
38%

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1
Are there templates for ‘best in class’ execution ?2

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CMO
71%
CEO 60%
HEAD of SALES 57%
CIO 52%
WHO’S IN CHARGE OF CROSS CHANNEL ENGAGEMENT
CIOs are fourth in the list of executives leading the agenda
This in spite of the fact that 81% of our survey respondents were IT executives
CFO 35%

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C.I.O
Career Is Over

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BUT TECHNOLOGY IS AT THE HEART OF DIGITAL ENGAGEMENT

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IT LEADERSHIP NEEDS TO UPGRADE TO STAY RELEVANT
Chief
Digital
Officer
CIO ++
Chief
Technology
Officer
Chief Data
/ Analytics
Officer
Chief
Innovation
Officer

30. #XCHANNELwww.aditi.com
MEET THE NEW AGE CIO – MITTU SRIDHARA
Changing Business Trajectory with Systems of Engagement
Group CIO – TUI
At Ladbrokes - formulated
and delivered a three year
multi-channel, end-to-end
technology strategy
At Sabre, led a team which
delivered innovative
products that helped the
company generate around
$250m.
As CIO of Avis Europe
delivered a customer-
facing system.
One core platform
across business &
application integration
Investments in
Multichannel Commerce
suite
Developed industry
leading app to reach
customers
Big Data and Analytics
to build a single view of
customer
Combining personal
advice and service with
digital

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STRESS FREE TRAVEL EXPERIENCE THROUGH MODERN APPS
From transactions to 1 Conversation
with Systems of Engagement
• Seamlessly digital experience
• Make intelligent suggestions
• Customer centered personalization
• Omni-channel presence

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NEW AGE CIO IMPERATIVE – DEEPER CUSTOMER UNDERSTANDING

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Inventory, Yield, Contracting
Corporate/Collaboration
Finance
Middleware, Data cache
Mobile
Web and Search
Content
Social and eCRM
Customer Analytics and Insights
SYSTEMS OF
ENGAGEMENT
(Customer facing systems)
SYSTEMS OF RECORD
(Operational systems)
CEO/CMO/CIO++
CIO--
#XCHANNEL IT IMPERATIVE - SYSTEMS OF ENGAGEMENT

34. #XCHANNELwww.aditi.com
ASYMMETRIC DATA IMMERSIVE EXPERIENCE
HOW TO WIN AT THE HIGH STAKES GAME OF #XCHANNEL
Connected and curated across
engagement horizon
Personalized content based on
context

35. #XCHANNELwww.aditi.com
3
2
SINGLE VIEW
OF
CUSTOMER
API LED PLATFORM
AND CHANNEL
INTEGRATION
CUSTOMER
ANALYTICS
PERSONALIZED
CONNECTED
EXPERIENCES
BUILDING NETWORK EFFECT IN #XCHANNEL CUSTOMER ENGAGEMENT

36. #XCHANNELwww.aditi.com
AND A DETAILED ROADMAP TO GET THERE
CLOUD OPERATIONSInfrastructure
Migration
Application Dev
Saas Implementation
And Cloud Integration
Storage
and
Mailbox
Data
Dev/Test
env.
Web,
Portals
SaaSify Compute Scale Media
Office Analytics CRM HRMS
CLOUD ROADMAP
DR/ Backup
DevOps Monitoring
Security
Audit
Optimizatio
nPUBLIC, HYBRID,
PRIVATE CLOUD
STRATEGY
MARKETING IT
User Experience
Multichannel
Engagement
Customer Data and
Analytics
Digital
Experience
Product
Experience
Responsive
/ adaptive
Design
Interface
Design
Device
Experience
Design
Mobile
Enablemen
t
E-
commerce
App
Strategy
Single view
of Cust.
Cust.
Analytics
Loyalty
Mgmt.
Nurture
Programs
CUSTOMER ENGAGEMENT
E-comm
and
Payment
CRM
Mktg.
Automation
Social
Listening &
Response
Analytics WCMS
PERSONA, CHANNEL
AND DEVICE STRATEGY

37. #XCHANNELwww.aditi.com
Thank you
@sunnyneogi

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