How to drive an agile, customer
centric organization
Jennifer McCredie, Senior Vice President | Customer Experience Office
The End Is Near

70% of Fortune 1000 companies will be replaced in the next few years. 40% of
the Fortune 500 companies in...
The need to change

Changing the mindset from you to the customer
FROM

“I want to sell my product”.
TO

“I want to solve ...
WOM
 According to research by Nielsen, 92 percent of people
trust recommendations from friends and family more than
all o...
OpenText Confidential. ©2013 All Rights Reserved.

5
Today’s market realities demand that B2B CMOs
replace internal sales-driven marketing funnels with a
customer-centric appr...
MOVING BEYOND THE FUNNEL

OpenText Confidential. ©2013 All Rights Reserved.

7
Where to start?

How do you measure feelings that customers have about
your company?

OpenText Confidential. ©2013 All Rig...
OpenText Confidential. ©2013 All Rights Reserved.

9
Too much noise.. too many conversations

OpenText Confidential. ©2013 All Rights Reserved.

10
The need to simplify

OpenText Confidential. ©2013 All Rights Reserved.

11
Customer Experience Is a Priority for CMOs
SiriusPerspective:
Marketing roles are emerging as a result of changing buyer j...
Buyer’s Journey Is Just the Start

Time in Buyer’s Journey:
3 to 18 Months

Time as Customer:
1 to 10+ Years

OpenText Con...
Customer Retention is the new Demand Creation

OpenText Confidential. ©2013 All Rights Reserved.

14
So…how do you
like working
with ACME?

OpenText Confidential. ©2013 All Rights Reserved.

15
They were really
strong during the sales
process but it is hard to
get any quality
support now

OpenText Confidential. ©20...
Which needs to be changed to…

OpenText Confidential. ©2013 All Rights Reserved.

17
So…how do you
like working
with ACME?

OpenText Confidential. ©2013 All Rights Reserved.

18
They really understand
what I am trying to achieve.
I know that my success
working with them will help
me get the promotio...
Wow – that sounds
fantastic!! Can I get
the name of the
person at ACME
you are working with?

OpenText Confidential. ©2013...
Me too – tell
me more!

OpenText Confidential. ©2013 All Rights Reserved.

21
How can you help your
customers be Awesome??

OpenText Confidential. ©2013 All Rights Reserved.

22
We need to understand what they are trying to
achieve in their context

OpenText Confidential. ©2013 All Rights Reserved.
...
So that when they are successful they will
share their experience

OpenText Confidential. ©2013 All Rights Reserved.

24
It’s not about
 You
 Your company
 What you are selling

 How cool you are

OpenText Confidential. ©2013 All Rights Re...
It’s about
 Making the customer a
Hero
 Making them successful in
their lives

OpenText Confidential. ©2013 All Rights R...
You need to:
Define a customer experience that will attract them and
keep them loyal

OpenText Confidential. ©2013 All Rig...
How do you manage the entire
customer lifecycle?
 Shift our thinking beyond the funnel
 What happens AFTER the sale need...
OpenText Confidential. ©2013 All Rights Reserved.

29
OpenText Confidential. ©2013 All Rights Reserved.

30
Background
 Largest software company in Canada
 Over 20 years old
 Started by professors as a spin-off of the Universit...
Word of Mouth
 Help your customers share their stories
 Help your customers become advocates
 Create communities and cu...
Beyond the Funnel Take aways
 Step back and look at the entire customer lifecycle
and not just the funnel
 Take the cust...
www.opentext.com
twitter.com/opentext

facebook.com/opentext
linkedin.com/company/opentext
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Customer experience presentation jennifer mc credie

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How to drive an agile customer centric organization starts with Customer Experience. Organizations need to understand what the customer needs to be successful in their context. Social Media plays a key role engaging customers in a meaningful way.

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Customer experience presentation jennifer mc credie

  1. 1. How to drive an agile, customer centric organization Jennifer McCredie, Senior Vice President | Customer Experience Office
  2. 2. The End Is Near 70% of Fortune 1000 companies will be replaced in the next few years. 40% of the Fortune 500 companies in 2000 were no longer there in 2010. – Edward E. Lauder, Built For Change OpenText Confidential. ©2013 All Rights Reserved. 2
  3. 3. The need to change Changing the mindset from you to the customer FROM “I want to sell my product”. TO “I want to solve these problems for this set of customers.” OpenText Confidential. ©2013 All Rights Reserved. 3
  4. 4. WOM  According to research by Nielsen, 92 percent of people trust recommendations from friends and family more than all other forms of marketing.  More powerful than any other influence in the buyer’s journey OpenText Confidential. ©2013 All Rights Reserved. 4
  5. 5. OpenText Confidential. ©2013 All Rights Reserved. 5
  6. 6. Today’s market realities demand that B2B CMOs replace internal sales-driven marketing funnels with a customer-centric approach that aligns with the ways customers now make purchase decisions. - Forrester Research OpenText Confidential. ©2013 All Rights Reserved. 6
  7. 7. MOVING BEYOND THE FUNNEL OpenText Confidential. ©2013 All Rights Reserved. 7
  8. 8. Where to start? How do you measure feelings that customers have about your company? OpenText Confidential. ©2013 All Rights Reserved. 8
  9. 9. OpenText Confidential. ©2013 All Rights Reserved. 9
  10. 10. Too much noise.. too many conversations OpenText Confidential. ©2013 All Rights Reserved. 10
  11. 11. The need to simplify OpenText Confidential. ©2013 All Rights Reserved. 11
  12. 12. Customer Experience Is a Priority for CMOs SiriusPerspective: Marketing roles are emerging as a result of changing buyer journeys and sales needs; new roles and skills require planning. “The customer experience begins before they are a customer and kicks into high gear once they become one.” OpenText Confidential. ©2013 All Rights Reserved. 12
  13. 13. Buyer’s Journey Is Just the Start Time in Buyer’s Journey: 3 to 18 Months Time as Customer: 1 to 10+ Years OpenText Confidential. ©2013 All Rights Reserved. 13
  14. 14. Customer Retention is the new Demand Creation OpenText Confidential. ©2013 All Rights Reserved. 14
  15. 15. So…how do you like working with ACME? OpenText Confidential. ©2013 All Rights Reserved. 15
  16. 16. They were really strong during the sales process but it is hard to get any quality support now OpenText Confidential. ©2013 All Rights Reserved. 16
  17. 17. Which needs to be changed to… OpenText Confidential. ©2013 All Rights Reserved. 17
  18. 18. So…how do you like working with ACME? OpenText Confidential. ©2013 All Rights Reserved. 18
  19. 19. They really understand what I am trying to achieve. I know that my success working with them will help me get the promotion I have been wanting. OpenText Confidential. ©2013 All Rights Reserved. 19
  20. 20. Wow – that sounds fantastic!! Can I get the name of the person at ACME you are working with? OpenText Confidential. ©2013 All Rights Reserved. 20
  21. 21. Me too – tell me more! OpenText Confidential. ©2013 All Rights Reserved. 21
  22. 22. How can you help your customers be Awesome?? OpenText Confidential. ©2013 All Rights Reserved. 22
  23. 23. We need to understand what they are trying to achieve in their context OpenText Confidential. ©2013 All Rights Reserved. 23
  24. 24. So that when they are successful they will share their experience OpenText Confidential. ©2013 All Rights Reserved. 24
  25. 25. It’s not about  You  Your company  What you are selling  How cool you are OpenText Confidential. ©2013 All Rights Reserved. 25
  26. 26. It’s about  Making the customer a Hero  Making them successful in their lives OpenText Confidential. ©2013 All Rights Reserved. 26
  27. 27. You need to: Define a customer experience that will attract them and keep them loyal OpenText Confidential. ©2013 All Rights Reserved. 27
  28. 28. How do you manage the entire customer lifecycle?  Shift our thinking beyond the funnel  What happens AFTER the sale needs to be a differentiated experience  Orchestrating the customer experience across all of the departments OpenText Confidential. ©2013 All Rights Reserved. 28
  29. 29. OpenText Confidential. ©2013 All Rights Reserved. 29
  30. 30. OpenText Confidential. ©2013 All Rights Reserved. 30
  31. 31. Background  Largest software company in Canada  Over 20 years old  Started by professors as a spin-off of the University of Waterloo  Now we are $1.5B in revenue and 5,500 staff in 140 countries  We have over 50,000 customers globally OpenText Confidential. ©2013 All Rights Reserved. 31
  32. 32. Word of Mouth  Help your customers share their stories  Help your customers become advocates  Create communities and customer events where customers can share with each other OpenText Confidential. ©2013 All Rights Reserved. 32
  33. 33. Beyond the Funnel Take aways  Step back and look at the entire customer lifecycle and not just the funnel  Take the customer’s point of view  Understand their dreams and desires  Become partners in the journey  Make your customer the hero OpenText Confidential. ©2013 All Rights Reserved. 33
  34. 34. www.opentext.com twitter.com/opentext facebook.com/opentext linkedin.com/company/opentext

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