Improve Customer Engagement With An Intelligent Application Strategy

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Improve Customer Engagement With An Intelligent Application Strategy

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Presentation by Bruno Guicardi at the CIO Forum & Executive IT Summit in Philadelphia on May 21, 2013.

Presentation by Bruno Guicardi at the CIO Forum & Executive IT Summit in Philadelphia on May 21, 2013.

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  • 1. IMPROVE CUSTOMERENGAGEMENT WITH ANINTELLIGENT APPLICATIONSTRATEGYBruno GuicardiPresident North America
  • 2. The World in 2020:an exercise...
  • 3. The world in 20201) How will technology affect the business?a› The pervasive natureof technology will reduceits ability to be a truedifferentiator.b› Technology willbe central tocustomerengagement,businessdifferentiation, andagility.
  • 4. The world in 20202) How will companies architect and deploytheir business solutions?a› Enterprise IT will stilldesign, manage, andown their applicationsand infrastructure.b› external as- a-serviceproviders deliver thebulks of apps , with ITplaying the role oforchestrator
  • 5. The world in 20203) How much influence will technology have oncustomers?a› Not much.Technology savvyusers will flipthrough serviceswith no specialloyaltyb› Customers willstill value richexperiences withbrands and stickwith the mostconvenient andmeaningful
  • 6. Back to the present...
  • 7. the onlyconstant isYour customer is aPeak experiences create everexpectations
  • 8. The Doctor Is In(Well, Logged In)
  • 9. Where we are todaySourcingstrategyCustomerExperienceERPSystemsConsolidationBiz AlignmentVirtualizationServicescatalogDigital SecurityAgileInfrastructureIntegrationSOA PortfolioMgmtCOBITServiceDeskBIIntranet
  • 10. "The perpetually connected user:The expectation that any desired informationor service is available, on any appropriatedevice, in context, at a person’s moment ofneed."-- Forrester Researchciandt.com
  • 11. Customer-facing AppsTransaction-based / Backend AppsHow different?- Uncertainty!- Scale!- Stability- Predictability
  • 12. Traditional approachescant keep up with therace pace...... of ever changing technologyand customer behavior.
  • 13. An intelligent app strategy...
  • 14. One user journey: several touch points
  • 15. Several touch points: several outcomes
  • 16. Another user journey: different touch points
  • 17. An intelligent app strategy should:... and find the patterns that doexist!Listencontinuously toyour customers.Learnabout their behavior,sentiment, history,localization, wishesand contextTalkto their needs andexpectations andengage!Onlythen...
  • 18. Correlations:- demographics- successfuljourney steps- bounce steps- outliers
  • 19. patterns: opportunities to maximize customerengagement (happiness and conversion)
  • 20. What happened?DescriptiveAnalyticsWhy did it happen?DiagnosticAnalyticsWhat will happen?PredictiveAnalyticsHow can we make it happen?PrescriptiveAnalytics
  • 21. WebMobileRepsTabletsSocialMediaCRME-DetailingAnalyticsPrescription ActionsPredictionsInsightsTalk Learn Listen
  • 22. What boils down...- Your increasingly demanding customer is amoving target- IT can perform a key role helping thebusiness gain insight in this complexscenario- Stop playing catch up and leapfrog tofuture now!
  • 23. How can we help?>>> 10+ years working on Apps forCustomer Engagement for Fortune 50companies>>> 500+ web properties (desktop andmobile) developed and maintained>>> 350+ people constantly working inengagements worldwide
  • 24. Thank you!!!!Bruno Guicardibruno@ciandt.com@brunogn