A Tale of Two Brands- the Tectonic Shifts in Global Business and Customer Experience Management.

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David Ashton, VP Consulting Services and Misia Tramp, VP of Insight and Innovation, presented to Gartner Customer 360 Summit in San Diego, CA on May 2, 2013, on the tectonic shifts in global business …

David Ashton, VP Consulting Services and Misia Tramp, VP of Insight and Innovation, presented to Gartner Customer 360 Summit in San Diego, CA on May 2, 2013, on the tectonic shifts in global business and customer experience management.

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  • 1. A tale of two brandsTitle• The tectonic shifts in global business and customer experiencemanagement.Abstract• Three things are converging right now to completelychange the way youneed to think about customers and are impacting your business today,whether you know it or not. The three are demographic, social andtechnological. These three converging themes have fundamentally shiftedthe possibilities for global business. Put these together and the face ofbusiness today is different than ever before. These are the amazingtectonic shifts for your business in the next era. Are you ready?
  • 2. SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialThe tectonic shifts in globalbusiness and customerexperience managementGartner 360 SummitDavid AshtonVP Consulting ServicesMay 2, 2013Misia TrampVP of Insight and InnovationMay 2, 2013
  • 3. Title• The tectonic shifts in global business and customer experiencemanagement.Abstract• Three things are converging right now to completelychange the way youneed to think about customers and are impacting your business today,whether you know it or not. The three are demographic, social andtechnological. These three converging themes have fundamentally shiftedthe possibilities for global business. Put these together and the face ofbusiness today is different than ever before. These are the amazingtectonic shifts for your business in the next era. Are you ready?A tale of two brands
  • 4. Tectonic shift #1: Context•While you weresleeping yourcustomer moved toChina…• The “emerging economy” hasemerged*. Sub-Saharan Africahas the largest growth ininterconnectedness of anyeconomic region worldwide.*• Markets you have traditionallyignored are outgrowingeveryone.*Silverstein, Singhi, Laio and Michael 2012** DHL Global Connectedness Index 2012
  • 5. A tale of two brands
  • 6. Tectonic shift #2 Convergent• The iPhone didn’t start the current consumertechnology wave. It wasn’t event the firstsmartphone.• It may not have started it, but it did start thecurrent wave of technology driven consumerpower.• Today consumers expect to be able to connectwith you through THEIR choice of channel.• Tomorrow they will demand an integratedsensory feast.• And the brands that make a genuine one to oneinformation connection to consumers will be theautomatic winners.
  • 7. Tectonic shift 3: Culture• Musical performance wasn’tthe only candidate for thismashup.• The key to understanding thecustomer of the future is inunderstanding how muchsociety has shifted since wewere the new kids on theblock.
  • 8. The customer of tomorrow• To prepare for tomorrowsopportunity we have tounderstand tomorrow’scustomer and the world inwhich they live.• While the fundamentals of“people” have not changed,the world they live in has.• To win their business wemust understand them. Always onThe customer oftomorrow
  • 9. SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialContext….…it’s about humannature
  • 10. The commonmistakes brands make…10BusinesssuccessSuggestthedesiredbehaviorGive thecustomerwhat theyask forEverybodywinsThey exhibitthe desiredbehaviorYou getcommitmentfrom them
  • 11. What actually happens….11BusinesssuccessSuggestthedesiredbehaviorGive thecustomerwhat theyask forEverybodywinsThey exhibitthe desiredbehaviorYou getcommitmentfrom them60-80%don’t dowhatthey sayExpectedtargetsaremissedNobodyis happy
  • 12. Ensuring the fair exchange12Customercommitment• Customersbehavepredictably• Business ispredictableGive themwhat theyneed• Orchestrateandpersonalizethisengagementwith thiscustomerInsight• What doesthis customerneed toachieve thejoint goalsKnow yourbusiness• Who are mycustomers?• What are mygoals?This is customer experience managementMeasure,learn & Act
  • 13. Creating a fair exchangeMeet both these objectives through a managed customerexperienceCustomersexpectCompaniesexpect1. to engage with and beengaged by the brands thatimpact their life2. to engage through all thecommunication mediaavailable - online, offline,social and digital1. a measurable return on theinvestment in customerengagement activities2. predictability of customeracquisition, retention andvalue
  • 14. Experience is the new differentiator14• Slide here about why getting the customerexperience right is soimportant• Invented new category because circusanimals were too expensive• Theather-circus is all about experience• As a result grew from 2 street performersto estimated $1B business• Very high profit margin for type ofbusiness (25%)
  • 15. Driving measurement from your business goalsShops Advocates SharesYour ideal customer is one who…..
  • 16. There are international differences in motivations for sharingSource: OTXPOWNAR Study 2010ALTRUISTIC SHARING STATUS BROADCASTINGMY NETWORK’S & INDIVIDUAL FRIENDS’ INTERESTSTO AMUSE MY NETWORK LAUGHWORK RELATEDHEADLINE WILL GET ATTENTIONSHOW WHAT I’M INTERESTED INReasons for sharing news content with friends/family
  • 17. Global uplifts in brand driven by shared newsAidedAdRecallCorrectBrandingConsiderbrandRecommendbrandFavourbrandSHARE+16% +12% +12% +19% +27%% uplifts are increases from« non recommendedcontent » (control sample) to « recommended content » sampleSource: OTXPOWNAR Study2010
  • 18. Defining a global customer engagement strategyThree pillars of a managed customer experienceInsightsCustomer JourneyPersonalizationOrchestrationCustomersConsiderResearchTypical customer journeyEvaluateBuyAdvocateUsageEngageLoyalty Loop
  • 19. ConsiderResearchEvaluateBuyAdvocateUsageEngageCustomersSMSE-CommerceStoresSocialNetworksMobile Apps.com &Campaign SitesTV AdsPrint AdsEmailIn-storeVideoWeb &Search Ad’sReviewSitesCall CenterDocumentationTouchpoints
  • 20. Customer InsightsTake data from all sources andcreate both a customer view ANDa market segmented view.Multimediavideo dataApp AnalyticsCRM Data Geographic &Demographics dataSocialCoversationsTransactionalDataWebAnalyticsEmail andSMS AnalyticsInsights
  • 21. Now you have what youneed todefine actions for each customerwherever they are in their journey.GlobalOrchestrationComplianceProductDevelopmentCorporateCommunicationsOther systemITLocalization &TranslationsSupportMarketingOrchestration
  • 22. Each customers digital experienceis tailored to their needs,regardlessof channel (traditional,digital or interactive).Digital ExperienceSMSE-CommerceStoresSocialNetworksMobile Apps.com &Campaign SitesTV AdsPrint AdsEmailIn-storeVideoWeb &Search Ad’sReviewSitesCall CenterDocumentationTouchpointsCustomer JourneyPersonalization
  • 23. A managedcustomer experience23Customer InsightsMultimediavideo dataApp AnalyticsCRM Data Geographic &Demographics dataSocialCoversationsTransactionalDataWebAnalyticsEmail andSMS AnalyticsGlobalOrchestrationComplianceProductDevelopmentCorporateCommunicationsOther systemITLocalization &TranslationsSupportMarketingDigital ExperienceSMSE-CommerceStoresSocialNetworksMobile Apps.com &Campaign SitesTV AdsPrint AdsEmailIn-storeVideoWeb &Search Ad’sReviewSitesCall CenterDocumentationTouchpoints
  • 24. SDL Proprietary and ConfidentialSDL Proprietary and ConfidentialWhat do you think?
  • 25. How the IT community defines CXM25“While technology features/productsare greatly expanding and the average Joe isable to afford to be active, I feel we are just seeing the tip of what is to come.Companiesthough have a greater challenge to get their departments to talk witheach other so when products are delivered to the public, it appears as a cohesiveplan rather than a mess, e.g. youve reached the wrong department concept.These are excitingtimes to work in technology!”CXM isn’t just CRM with a new middle letterWith the technology that we have available today, there is no reason for sucha disjointed feel to interaction. It clearly is not a priority in many companies.With so many companies trying to squeeze every dollar out of their existing ITstaff, this appears as though it has not floated to the top of the priority list andwhat a shame it is.”The customer experience shouldbeseamless, and in today’s environmentmust exceed the customer’sexpectations.”
  • 26. The sacred cows of CXM make great burgers26“ITprofessionalsdon’t careabout thecustomer”“NPS is theonly metricyou need”“CXM is just anew term forbettercustomerservice”“A centralizedCRMdatabaseprovides a360 view ofthe customer”“A managedcustomerexperience isonly importantwhen dealingwithconsumers. InB2B it doesn’tmatter”“I’m not onTwitterthereforesocial mediaisn’t a validmarketingchannel”
  • 27. A tale of two brands
  • 28. • Always focus on the fair exchange• Being data driven doesn’t lead to a loss in creativity• CXM is about they intersection between insight, orchestration andcustomer journey personalizationKey takeaways
  • 29. • Follow @ydris @misiatramp• Book a SDL Innovation Discovery session. In return we help youunderstand the fair exchange you should give to your customers.Two things we’d like you to do on Monday