Orchestrating a Customer Engagement Journey

1. Orchestrating a Customer
Engagement Journey
Presenter:
Kashif
Mahbub
Vice
President,
Products
&
Solu9ons
Marke9ng
Saggezza
Inc.
kashif.mahbub@saggezza.com

2. 2
About Saggezza
01

3. VISION
To
unlock
the
power
of
enterprise
data,
to
iden9fy
the
most
valuable
customers
for
the
enterprise
and
to
deliver
highly
personalized
experiences
MISSION
To
deliver
insighIul
solu9ons
that
enable
enterprises
to
transform
themselves
into
high
value
service
providers
for
their
customers
KNOWLEDGE TAKES US FURTHER
3
Projects
1,000+
Global
Presence
6
Offices
Team
Strength
600+
Annual
Growth
50%

4. Services & Solutions
4
Big Data Analytics
Transforming
companies
into
truly
data-­‐driven
enterprises
through
next-­‐
gen
analy9cs,
modeling
and
visualiza9on
Customer Engagement
Orchestra9ng
end-­‐to-­‐end
CEM
solu9ons
through
exper9se
in
best-­‐of
breed
CCM
products,
data
management
and
mul9chnanel
output
User Experience
Designing
bespoke
user
interfaces
and
customer
experiences
for
omnichannel
integra9on
and
a
360°
view
of
the
customer
Specialized Teams
Delivering
mission-­‐
cri9cal,
mobile-­‐ready
cost-­‐efficient
enterprise
applica9ons
through
agile
development
and
smart
shoring
methods
4
1
2
3

5. Introducing CEM Orchestration
5
02

6. Defining Orchestration
6
Orchestration describes the
automated arrangement,
coordination, and management
of complex computer
systems, middleware, and
services.
Wikipedia
IT Process Automation (ITPA)
and Service Orchestration are
increasingly important
capabilities for improved agility,
reliability and auditability
Gartner

7. Defining Orchestration
7
Orchestration describes the
automated arrangement,
coordination, and management
of complex computer
systems, middleware, and
services.
Wikipedia
IT Process Automation (ITPA)
and Service Orchestration are
increasingly important
capabilities for improved agility,
reliability and auditability
Gartner

8. Defining Customer Engagement
Print
Web
Mobile
8
Customer Engagement Management
(CEM) is the process of managing how
an enterprise engages its customers
across all communication channels and
touchpoints with a goal to best
understand the needs of the customer
and then be able to address those
needs through products or services.
Customer
Communica9on
Management
(CCM)
and
Customer
Experience
Management
(CXM)
can
be
considered
subsets
of
CEM.
Support

9. BUT FIRST…
A FEW WORDS ON
CUSTOMER COMMUNICATION MANAGEMENT (CCM)
9
Orchestrating a CEM Solution

10. Customer Communication (CCM)
– the story so far
10
03

11. Evolution of CCM
11
up to early 80s
Mainframe
coded
transac9onal
docs
CCM
PlaIorms
introduced
Early
doc
composi9on
with
variable
data
First
GUI-­‐based
forms
with
basic
data
merge
late 80s/early 90s
mid-to-late 90s
2000s
CCM
goes
mul9channel,
tries
SaaS
and
Cloud
2010+

12. CCM: Current Status
Customer
Data
Document
Composi6on
Output
Produc6on
Fulfillment
Delivery
Archival
12
Customer
Communica6on
Management
Customer
Data
Collect
-­‐
Transform
CCM
PlaIorm
Compose
-­‐
Produce
Produc9on
Services
Fulfill
–
Deliver
-­‐
Archive

13. CCM Pain Points
No CCM-dedicated Analytics
Locked Customer Data
Costly Onboarding/Migration Process
13
High Upgrade/Maintenance Costs4
3
2
1
5
Designed for Print, not Mobile

14. 1
State of CCM Survey
CCM
plaIorms
increasingly
centralized
but
s9ll
not
a
single
hub
to
make
unified
communica9on
a
reality
Mul9ple
document
management
plaIorms
create
barriers
to
becer
and
more
personalized
customer
service
Document
composi9on
was
designed
for
print
and
is
lacking
in
suppor9ng
increasingly
mobile
customers
Lack
of
good
data
management
tools,
including
a
lack
of
data
integra9on
capabili9es,
makes
customer
onboarding
a
tedious
task
Centralized, yet
not well integrated
Siloed document
platforms
Doc composition
not mobile-ready
Lacks customer
onboarding tools
14
2
3
4

15. Orchestrating a CEM Solution
15
04

16. 16
Orchestrated CEM Solution

17. Step 1: Breakdown Data Silos,
Visualize Customer Insights
17
Customer
data
locked
in
silos
is
collected
through
automated
connectors,
aggregated,
cleaned
Enterprise Data Unlocked
Raw
data
is
visualized,
using
a
dashboard,
into
key
business
insights
employing
a
powerful
analy9cs
plaIorm
Analytics Dashboard for Insights
APIs,
custom
connectors
through
specialized
integra9on
skillset
Pre-configured Connectors

18. 18
Step 2: Integrate Insights into
Unified Communication
Stay
agnos9c
to
the
CCM
brand.
Becer
data
and
custom
ehancements
result
in
a
process
speedup
for
becer
SLA
performance
Composition & Production
Enterprise Data
Unlocked
Document
Composi6on
Output
Produc6on
Customer
Communica6on
Management
Analytics Dashboard
for Key Insights
Enriched
and
transformed
data
for
becer
docs
and
becer
performance
Transformed Data

19. 19
Step 3: Omnichannel Delivery,
Customer Response Loop
Enterprise Data
Unlocked
CCM
DC
PD

20. 20
Step 4: 360° Customer View
via KPIs & Analytics
Enterprise Data
Unlocked
CCM
DC
PD
Customer
Response Data
Feedback
data
is
merged
with
raw
customer
data
to
present
the
true
360°
view
of
the
customer
Updated Dashboard

21. 21
Sample Dashboards

22. 22
Sample Dashboards

23. 23
Sample Dashboards

24. 24
Orchestrated CEM Solution

25. CEM Orchestration requires a
Specialized Skillset
25
05

26. Orchestration Skillset
Data into Insights Full Stack CEM Design for CXM Orchestration Dev
26
Big Data
Analytics
UI/UX
Dev
Custom Dev
& Systems
Integration
CEM Domain
Experitse

27. Why Saggezza?
27
Big Data Analytics
Transforming
companies
into
truly
data-­‐driven
enterprises
through
next-­‐
gen
analy9cs,
modeling
and
visualiza9on
Customer Engagement
Orchestra9ng
end-­‐to-­‐end
CEM
solu9ons
through
exper9se
in
best-­‐of
breed
CCM
products,
data
management
and
mul9chnanel
output
User Experience
Designing
bespoke
user
interfaces
and
customer
experiences
for
omnichannel
integra9on
and
a
360°
view
of
the
customer
Specialized Teams
Delivering
mission-­‐
cri9cal,
mobile-­‐ready
cost-­‐efficient
enterprise
applica9ons
through
agile
development
and
smart
shoring
methods
4
1
2
3

28. Bottom Line:
Orchestration transforms CEM
solutions to unearth high value
customers through data analysis 28
07

29. 4
3
2
1
CEM Orchestration: Key Facts
Orchestra6on
goes
beyond
CCM
to
encompass
all
enterprise
systems
that
enable
customer
engagement
throughout
the
enterprise
customer
journey.
Orchestra6on
breaks
vendor
locks
on
exis6ng
enterprise
systems,
including
CCM
and
CXM
plaIorms,
through
custom
apps,
pre-­‐configured
connectors
and
integra9on
pacerns.
29
Business
Analy6cs
not
only
provide
key
insights
but
answer
the
most
important
ques9on
for
any
enterprise:
who
is
my
most
valuable
customer?
Tac9cal
adop9on
of
cloud
and
a
more
strategic
adop9on
of
mobile
are
resul9ng
in
the
realiza9on,
in
the
C-­‐suites,
of
the
need
for
a
coordinated,
orchestrated
strategy—and
for
a
new
class
of
offerings
called
Business
Outcomes-­‐as-­‐a-­‐Service.

30. Saggezza
is
a
global
solu9ons
provider
to
many
of
the
Fortune
500
enterprises.
We
help
businesses
unlock
the
power
of
their
enterprise
data
to
accelerate
growth
and
uncover
new
opportuni9es
kashif.mahbub@saggezza.com
@saggezza_inc
30
Q & A
linkedin/company/saggezza

31. 31
Thank You