0
Around the world in one
day
Phileas Fogg and CXM
Otto de Graaf, VP Strategy & Acquisitions

SDL Proprietary and Confidenti...
3
4
The digital revolution has only started
Only 1/3 of world population has internet access

2/3 of the world left to go

Sma...
World 2013 GDP growth forecast (percent)
Economic growth strongest driver
for internet growth

Where will the opportunity ...
Esoko, Ghana: Mobile phone system serving farmers

60% mobile phone penetration
7
Major role of mobile and social channels in Arab spring
8

Driven by political and social factors
India, 70% rural population, 72% mobile phone penetration

69% multimedia capable phones
9
Different behaviors in emerging markets

10
Chinese emerging middle class

10% of population, 40% in 2020
11
Luca Bruno / AP

Vatican City, Pope announcement

1

2005
2013
Michael Sohn / AP
International differences in motivations for sharing
ALTRUISTIC SHARING

STATUS BROADCASTING

My network’s and individual ...
Economies drive the business context…
Focus on competitive
differentiation

Delivering best of
breed experiences

Focus on...
Technology & service areas associated with CXM
Data management
Customer Service Solutions
Email marketing
Web content mana...
Obvious mistakes

16
Obvious mistakes

17
Obvious mistakes

18
The culturally inappropriate

19
The culturally inappropriate

20
A global
perspective
on CXM
Defining a global customer experience strategy
Three business requirements for Global CXM
Creating relevant
experiences for your
customers regardless
of channel

Your un...
Insights
Traditional
Touchpoints

PRE-PURCHASE

Interactive
Touchpoints

POST-PURCHASE

Multimedia
Video Data

Digital
Tou...
Orchestration

Governance

Workflow

•

Design your CX strategy with
multiple markets in mind
Establish clear governance r...
Contextual Experiences
•

Blend profile, history and situation
to contextualize the experience
Choose the appropriate expe...
Optimizing CXM for the world’s top brands

27
Leading Global
CXM Capabilities
• Prediction &
real-time targeting

2700
Employees Worldwide

• Analytics

• Campaign mana...
www.sdl.com/forresterlondon

Thank You!
2
Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand
names, trademarks, service marks, images and ...
Around the World in One Day: Phileas Fogg and Customer Experience Management
Upcoming SlideShare
Loading in...5
×

Around the World in One Day: Phileas Fogg and Customer Experience Management

807

Published on

From Otto de Graaf, VP Strategy and Acquisitions at SDL:
"Around the World in One Day: Phileas Fogg and Customer Experience Management" as presented at Forrester Forum for Customer Experience Professionals in London, November 19th.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
807
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • The digital potential started 13 years ago, has really only just now are we just starting to become a truly globally connected worldinfrastructure, UX and global access has not kicked in yet it is just starting, we are only just starting to create user experiences such as Amazon, eBay, Google – the IT pioneers are breathtakingly successful.This success however can be realised by all if the digital world is embraced – The opportunity now is to go global and create a compelling user experience for your customers who have changed from how they were - Life is different now and it has not began yet – it is coming soon when the children of the web take control - Aliens
  • There are many examples of significant opportunity, where with the right user experience through effectively embracing technology delivers massive value to the usershttp://managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=220:consumer-cellphone&catid=34:marketing-and-branding&Itemid=56
  • There are many examples of significant opportunity, where with the right user experience through effectively embracing technology delivers massive value to the usershttp://managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=220:consumer-cellphone&catid=34:marketing-and-branding&Itemid=56
  • There are many examples of significant opportunity, where with the right user experience through effectively embracing technology delivers massive value to the usershttp://managementcanvas.iimindore.in/icanvas/index.php?option=com_content&view=article&id=220:consumer-cellphone&catid=34:marketing-and-branding&Itemid=56
  • To give you a visual of what is possible in a similar time frame, here are 2 photos of Vatican City on the day of the pope announcement, just 8 years apart.
  • Bridging behaviour from consumer to business
  • As a strategy and practice, there are different ways to approach CXM. Let me share how we help companies this this.
  • To provide customers with a compelling user experience you need to understand the best journey for them to meet that need- If you are CRM it is all about support, we are focused on pre buyPeople stay on a web site for an average of <2mins, most urls have a 90% bounce for new visitors from search engine or linkEvery person has a voice and can make or break a company or person or government very fasttwitter, likes, reviews – the selling part of the journey is intrinsically linked with the post purchaseWe divide customer experience into three pillars – insights, orchestration and contextual experience
  • When we are n shops we can open up reviews of that product do a price compare, look at alternativesSocial is really a very misleading term, it is about all conversations – linked in, reviews, blogs, user groups, facebook represents a large but very narrow part of the population
  • This is the really tricky bit – because of human limitations and the need to perform multiple functions in an organisation, this creates silos and silos create disfunctional communication and mixed messagesHowever because of the very joined up nature of CXM from a customer standpoint, the customer wants one message, not several
  • And probably most imporatn of all the customer wants a message that is relevant to them at the timeEmails about buying a car after you have brought one are not helpfulHowever a message about a sleeping bag and rubber matt after you have brought a tent is more relevantOne home page simply can not address all the users, so targeting and a personalized experience is crucial
  • Key point: SDL has a track record of helping leading brands with customer experience initiativesWhile this may be your first introduction to SDL, chances are you are very familiar with many of our customers.[remove previous sentence if not first meeting] Today, we are pleased to be helping 76 of the top 100 global brands to optimize their customer experience. Whether it is marketing material, support content, web interactions or product information, SDL helps shape the experience you have with thousands of products and services you may use today.[if using these slidesat the back of a presentation]We have just been talking about one specific offering from SDL, but I wanted to also provide an overview of the broader range of SDL’s capabilities. I shared a couple of examples of companies using our technology today, but as a company we help 76 out of the top 100 global brands to optimize their customer experience.
  • Depending on the audience, you can focus on different areas of this slide.[Left – business details – proof that we are a stable, reputable company.][Right – high level overview of the solutions we offer for CXM – maps to capabilities slide as reminder/intro][Bottom – Proof points.]SDL is a global company, publically traded on the London Stock Exchange. We have been growing for over 20 years, and today turn over $430 in annual revenue.Our portfolio of technology and services is uniquely designed to support CXM strategies for companies of all sizes. Not only do we work with over 1500 enterprise customers, but we are also fortunate to help 72 out of the top 100 global brands deliver information and experiences to customers worldwide.A few additional facts you may not know about SDL:SDL powers multi-channel campaigns for more than 400 brands globally. [campaign management solution]Our web content management is in the upper right of Gartner’s magic quadrant [Tridion]Every month, our language solutions translate over 7 billion words for customers [note: this includes MT and human translation]We enable companies to communicate with their customers in over 100 countriesOur search, targeting and recommendations technology powers more than $14B USD in online revenue annually [Fredhopper]72 out of the top 100 global brands work with SDL (Source: Interbrands 2013)
  • Transcript of "Around the World in One Day: Phileas Fogg and Customer Experience Management"

    1. 1. Around the world in one day Phileas Fogg and CXM Otto de Graaf, VP Strategy & Acquisitions SDL Proprietary and Confidential
    2. 2. 3
    3. 3. 4
    4. 4. The digital revolution has only started Only 1/3 of world population has internet access 2/3 of the world left to go Smartphone sales overtook PC sales in 2011 Overtook feature phones April 2013 5
    5. 5. World 2013 GDP growth forecast (percent) Economic growth strongest driver for internet growth Where will the opportunity be? Source: IMF World Economic Outlook April 2013
    6. 6. Esoko, Ghana: Mobile phone system serving farmers 60% mobile phone penetration 7
    7. 7. Major role of mobile and social channels in Arab spring 8 Driven by political and social factors
    8. 8. India, 70% rural population, 72% mobile phone penetration 69% multimedia capable phones 9
    9. 9. Different behaviors in emerging markets 10
    10. 10. Chinese emerging middle class 10% of population, 40% in 2020 11
    11. 11. Luca Bruno / AP Vatican City, Pope announcement 1 2005 2013 Michael Sohn / AP
    12. 12. International differences in motivations for sharing ALTRUISTIC SHARING STATUS BROADCASTING My network’s and individual friends’ interests Headline will get attention To amuse my network, laugh Show what I’m interested in Work related Reasons for sharing news content with friends/family SDL research conducted for CNN
    13. 13. Economies drive the business context… Focus on competitive differentiation Delivering best of breed experiences Focus on efficiency Increasing existing customer value/ customer lifetime value SDL CXM Survey 14 781 respondents 6 regions and languages Research conducted in Q2 2013 Driving customer service efficiencies
    14. 14. Technology & service areas associated with CXM Data management Customer Service Solutions Email marketing Web content management Social media strategy Customer insight services Call center technologies E-commerce Social media engagement Business Intelligence Real time analytics Loyalty/ reward program management Strategic consulting Social media monitoring Spend Optimization CRM Innovation Consulting Community management Web analytics Data warehousing Mobile app development Targeting & recommendation engine Live chat Multi channel campaign management Voice of the Customer Programs Digital asset management Mobile messaging Mobile experience Localization & translation services Mobile and application analytics Media & video management Change Management Translation technologies Predictive modeling SEO/SEM Tag management 42% 41% 41% 34% 33% 32% 32% 31% 31% 30% 29% 29% 27% 27% 26% 26% 25% 25% 25% 25% 24% 24% 24% 24% 24% 23% 23% 23% 21% 20% 19% 19% 17% 15% SDL CXM Survey 12% 12% 0% 5% 10% 15% 20% 25% 30% 3500 respondents 35% 40% 45% 6 regions and languages Research conducted in Q2 2013
    15. 15. Obvious mistakes 16
    16. 16. Obvious mistakes 17
    17. 17. Obvious mistakes 18
    18. 18. The culturally inappropriate 19
    19. 19. The culturally inappropriate 20
    20. 20. A global perspective on CXM
    21. 21. Defining a global customer experience strategy
    22. 22. Three business requirements for Global CXM Creating relevant experiences for your customers regardless of channel Your understanding of your audiences’ interests and motivations Your ability to align your organization across channels, markets, languages and teams
    23. 23. Insights Traditional Touchpoints PRE-PURCHASE Interactive Touchpoints POST-PURCHASE Multimedia Video Data Digital Touchpoints CRM Data Transactional Data Baseline of cultural understanding for major markets • Augment VoC programs with culturally aware social intelligence • Create localized customer journey 24maps Geographic & Demographics Data App Analytics Web Analytics • Social Conversations PURCHASE Email & SMS Analytics
    24. 24. Orchestration Governance Workflow • Design your CX strategy with multiple markets in mind Establish clear governance rules where CX is centralized and where it is localized Create a global CX council • • Localization Marketing & Sales CX Centric Organizations Research & Development Customer Service Systems Integration Content 25
    25. 25. Contextual Experiences • Blend profile, history and situation to contextualize the experience Choose the appropriate experience depending on market, touch point and cost • 26
    26. 26. Optimizing CXM for the world’s top brands 27
    27. 27. Leading Global CXM Capabilities • Prediction & real-time targeting 2700 Employees Worldwide • Analytics • Campaign management • Content management Founded in 1992 Publicly traded company (LSE:SDL) 70 38 1500 • Globalization management • Omni-channel delivery offices countries enterprise $430M annual revenue customers 72 out of the top 100 global brands work with SDL Powering marketing campaigns for 400+ global brands Rated number 1 in web content management for Customer Experience #1 7 BILLION words translated every month Driving $14B in online revenue annually with our ecommerce technology Enabling companies to communicate with customers in 100+ countries
    28. 28. www.sdl.com/forresterlondon Thank You! 2
    29. 29. Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand owners. names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not This presentation and its or distributed except as authorised by SDL. specified, and may not be be copied, used content are SDL confidential unless otherwise copied, used or distributed except as authorised by SDL.
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×