Inconvenient Truths and Dangerous
Misconceptions About Customer
Experience Management
How to Drive Informed Conversations
...
About Digital Clarity Group
Digital Clarity Group (DCG) is a research-based advisory firm that focuses on
the content, tec...
Tim Walters, Ph.D.






Partner and Principal Analyst
Director of research for DCG
Covers digital disruption;
custome...
Acronym apocalypse

CEM

CXM

DXM

WEM
WDEM

@just_clarity @tim_walters

4
Today’s topics





What is CEM?
Why is CEM an imperative?
Isn’t CEM mostly vendor hype?
What’s behind the demand for ...
“Consumers are empowered by information
and shared opinions, and they are emboldened
by choice. They have developed an app...
Dangerous misconception #1
 CEM is all about (select one)
digital marketing
call center efficiency
sales force enablem...
CEM is anchored in CX
Customer experience (CX) is the totality of a customer's interactions
with a company or brand. Note ...
Inconvenient truths #1 & #2
 CEM is a company-wide discipline and
commitment, not a line of business fix
 CEM extends be...
@just_clarity @tim_walters

10
Inconvenient truths #3 & #4
 CEM is not a software category
 A CEM “solution” requires much more than
technology

@just_...
Inconvenient truth #5
Customer loyalty is dead (if it was ever alive).

@just_clarity @tim_walters

12
Global executives say the cost of
not providing “positive, consistent,
and brand relevant experiences” is
20% of total rev...
$1.25 million

@just_clarity @tim_walters

14
Another scary figure

$5,900,000,000,000
($5.9 trillion)

15
Source:@just_clarity @tim_walters Pulse Research. Photo: http...
Dangerous misconception #2
CEM is just HYPE aimed at selling stuff.

@just_clarity @tim_walters

16

Source: http://breaki...
“The demand for cohesive, omnichannel
digital experiences arises from customers,
not from vendor hype. If your business do...
Digital disruption grants voice and choice

@just_clarity @tim_walters

18
Twitter trumps condiments

@just_clarity @tim_walters

19

Source: http://www.newmediaandmarketing.com/brands-have-to-mast...
Dangerous misconception #3
The “mobile shift” means mobile devices
take priority

@just_clarity @tim_walters

20
Inconvenient truth #6
Great experiences don’t age well.

@just_clarity @tim_walters

21
Dangerous misconception #4
Numerous vendors offer CEM software
solutions.

@just_clarity @tim_walters

22
Inconvenient truth #7
The “Three I’s” turn software into a solution
 Implementation
 Integration
 Incorporation

@just_...
“As the number and variety of software
applications supporting a business process
increases, so does the role of the "thre...
Inconvenient truth #8
You can’t do it alone.

@just_clarity @tim_walters

Source: http://silence-without.blogspot.de/2010_...
“CEM is so new, hard, and
complex that nearly all
organizations must draw on
third-party service
providers to provide or
s...
What it means
 Act now: Consumers expect rich experiences today, and
they are growing ever less tolerant of deficient
eng...
Read on . . .
 Your guide to driving
informed conversations about
customer experience
management
 Debunk the myths and b...
2014 primary research agenda
The organizing theme of DCG’s 2014 published research and
analysis is a direct response to th...
For more information
All attendees will receive a pre-release copy of The CEM Imperative:

Experience Management in the Ag...
Thanks!
Replay available soon
info@digitalclaritygroup.com
http://digitalclaritygroup.com

31
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Inconvenient Truths and Dangerous Misconceptions about Customer Experience Management - How to Drive Informed Conversations with Stakeholders

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What’s fact and what’s fiction about managing the experience that you deliver to customers and prospects? You hear the talk. You feel the pressure. You know it’s time to put the key issues and opportunities on the table with executives, colleagues, and service partners.

In this presentation, Tim Walters of Digital Clarity Group draws on insights from a brand new report "The CEM Imperative: Customer Experience in the Age of the Empowered Consumer" available for download at http://www.digitalclaritygroup.com/research/research-papers/

To view the video recording of this presentation, please visit: http://bit.ly/NAa7cJ

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Inconvenient Truths and Dangerous Misconceptions about Customer Experience Management - How to Drive Informed Conversations with Stakeholders

  1. 1. Inconvenient Truths and Dangerous Misconceptions About Customer Experience Management How to Drive Informed Conversations with Stakeholders Mary Laplante and Tim Walters Digital Clarity Group February 20, 2014 1
  2. 2. About Digital Clarity Group Digital Clarity Group (DCG) is a research-based advisory firm that focuses on the content, technologies, and practices that drive world-class customer experience management (CEM).  As analysts, our research, insights, and thought leadership cover the CEM footprint – those organizational capabilities and competencies that impact the experience delivered to customers and prospects. In our view, the CEM footprint overlays content management, marketing automation, e-commerce, social media management, collaboration, customer relationship management, localization, and search.  As consultants, we believe that education and advice leading to successful CEM is only possible by actively engaging with all participants in the CEM solutions ecosystem. In keeping with this philosophy, we work with enterprise adopters of CEM solutions, technology vendors that develop and market CEM systems and tools, and service providers who implement solutions, including systems integrators and digital agencies. @just_clarity @tim_walters 2
  3. 3. Tim Walters, Ph.D.     Partner and Principal Analyst Director of research for DCG Covers digital disruption; customer experience management, including web content management; the future of work and intranets; translation and globalization. Author, The CEM Imperative, and study director, Guide to Service Providers for Web Content and Customer Experience  Formerly Forrester, FatWire, NYU @just_clarity @tim_walters 3
  4. 4. Acronym apocalypse CEM CXM DXM WEM WDEM @just_clarity @tim_walters 4
  5. 5. Today’s topics     What is CEM? Why is CEM an imperative? Isn’t CEM mostly vendor hype? What’s behind the demand for great experiences?  Is there an app for that?  Who can help? @just_clarity @tim_walters 5
  6. 6. “Consumers are empowered by information and shared opinions, and they are emboldened by choice. They have developed an appetite for rich and rewarding interactions, and they rarely hesitate to seek alternatives when disappointed. Increasingly, companies will succeed and fail according to the quality of the digital experiences that they offer.” - The CEM Imperative: Experience Management in the Age of the Empowered Consumer Digital Clarity Group @just_clarity @tim_walters 6
  7. 7. Dangerous misconception #1  CEM is all about (select one) digital marketing call center efficiency sales force enablement mobile devices B2C companies @just_clarity @tim_walters 7
  8. 8. CEM is anchored in CX Customer experience (CX) is the totality of a customer's interactions with a company or brand. Note that in this definition, customer refers as well to prospects – those who have not yet conducted a transaction with the company – and that the totality of interactions includes all channels and touch points over the entire life of the relationship. As a business discipline, customer experience management refers to the strategies, processes, skills, technologies, and commitments that aim to ensure positive and competitively outstanding customer experiences. With specific reference to technology, CEM names the array of software tools that organizations use to create, store, deploy, analyze, and optimize the aggregations of digital content that make up or contribute to the user experiences on both digital and nondigital channels. @just_clarity @tim_walters 8
  9. 9. Inconvenient truths #1 & #2  CEM is a company-wide discipline and commitment, not a line of business fix  CEM extends beyond digital @just_clarity @tim_walters 9
  10. 10. @just_clarity @tim_walters 10
  11. 11. Inconvenient truths #3 & #4  CEM is not a software category  A CEM “solution” requires much more than technology @just_clarity @tim_walters 11
  12. 12. Inconvenient truth #5 Customer loyalty is dead (if it was ever alive). @just_clarity @tim_walters 12
  13. 13. Global executives say the cost of not providing “positive, consistent, and brand relevant experiences” is 20% of total revenue Source: Okeeffe & Company survey of 1,342 senior executives, 2012. Commissioned by Oracle. @just_clarity @tim_walters 13
  14. 14. $1.25 million @just_clarity @tim_walters 14
  15. 15. Another scary figure $5,900,000,000,000 ($5.9 trillion) 15 Source:@just_clarity @tim_walters Pulse Research. Photo: http://www.tAccenture, 2013 Global Consumer nation.com/free_online_article/most_recent/train_like_a_man_5_the_real_paleo_exercise
  16. 16. Dangerous misconception #2 CEM is just HYPE aimed at selling stuff. @just_clarity @tim_walters 16 Source: http://breakingmuscle.com/strength-conditioning/beware-of-snake-oil-salesmen-especially-ones-with-science
  17. 17. “The demand for cohesive, omnichannel digital experiences arises from customers, not from vendor hype. If your business does not feel the pressure of that demand, no marketing rhetoric should compel you to take action – although you might want to confirm that you still have customers.” - The CEM Imperative: Experience Management in the Age of the Empowered Consumer Digital Clarity Group @just_clarity @tim_walters 17
  18. 18. Digital disruption grants voice and choice @just_clarity @tim_walters 18
  19. 19. Twitter trumps condiments @just_clarity @tim_walters 19 Source: http://www.newmediaandmarketing.com/brands-have-to-master-complaint-management/customer-complaints-561
  20. 20. Dangerous misconception #3 The “mobile shift” means mobile devices take priority @just_clarity @tim_walters 20
  21. 21. Inconvenient truth #6 Great experiences don’t age well. @just_clarity @tim_walters 21
  22. 22. Dangerous misconception #4 Numerous vendors offer CEM software solutions. @just_clarity @tim_walters 22
  23. 23. Inconvenient truth #7 The “Three I’s” turn software into a solution  Implementation  Integration  Incorporation @just_clarity @tim_walters 23
  24. 24. “As the number and variety of software applications supporting a business process increases, so does the role of the "three I’s" – and not just proportionally, but at a multiple that reflects the growing complexity of the overall solution. In other words, the more software you need, the less important it becomes to your overall success.” - The CEM Imperative: Experience Management in the Age of the Empowered Consumer Digital Clarity Group @just_clarity @tim_walters 24
  25. 25. Inconvenient truth #8 You can’t do it alone. @just_clarity @tim_walters Source: http://silence-without.blogspot.de/2010_12_01_archive.html 25
  26. 26. “CEM is so new, hard, and complex that nearly all organizations must draw on third-party service providers to provide or supplement skills in research, strategy, design, technology, operations, and much more. In short, service provider partners increasingly provide an indispensable ingredient in any CEM endeavor.” @just_clarity @tim_walters 26
  27. 27. What it means  Act now: Consumers expect rich experiences today, and they are growing ever less tolerant of deficient engagement – and of disengaged brands.  Embrace “experimence”: Ongoing experiments that are grounded in, and constantly inform and optimize, the actual customer experience with your company or brand.  Identify gaps . . . and the vendor/service partners that can fill them.  Build long-term partnerships: CEM is not a “build and launch” project. Success depends on strategic vision, constant optimization, and flexibility @just_clarity @tim_walters 27
  28. 28. Read on . . .  Your guide to driving informed conversations about customer experience management  Debunk the myths and bring clarity to your vision for CEM within your organization  Available as a free download a basic DCG research membership  All webinar attendees receive a free advance copy with a link to the replay. @just_clarity @tim_walters 28
  29. 29. 2014 primary research agenda The organizing theme of DCG’s 2014 published research and analysis is a direct response to the critical need for guidance on moving beyond theoretical discussions and debates about CEM, and to practical execution that delivers quantifiable business benefits. “Ignoring the challenges of CEM puts companies in extreme peril. The demand for cohesive, omnichannel digital experiences arises from customers, not from vendor hype. If your business does not feel the pressure of that demand, no marketing rhetoric should compel you to take action – although you might want to confirm that you still have customers.” -- Tim Walters, The CEM Imperative, January 2014 @just_clarity @tim_walters 29
  30. 30. For more information All attendees will receive a pre-release copy of The CEM Imperative: Experience Management in the Age of the Empowered Consumer. Visit our website for more information about our reports http://digitalclaritygroup.com Contact Tim about the research and analysis twalters@digitalclaritygroup.com Contact us about our advisory and thought-leadership programs for service providers mlaplante@digitalclaritygroup.com Contact us about technology and service provider selections mmarchionda@digitalclaritygroup.com @just_clarity @tim_walters 30
  31. 31. Thanks! Replay available soon info@digitalclaritygroup.com http://digitalclaritygroup.com 31

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