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What the smartest brands know about CX ... and what they still aren't doing about it

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What the smartest brands know about CX ...
and what they still aren't doing about it

Customer Experience is at the center of many brands’ digital transformation strategies. But research suggests that while CX investments are increasing, results are not. Why?

Surveys show that digital business leaders understand the link between CX and Digital Experience (DX) – the degree to which web and app interaction is fast and free of technical errors. They know that DX affects business results – conversions go down when response time goes up. Yet these same professionals often lack an assertive DX strategy. In fact, benchmarks show that many prominent brands are moving in the wrong direction!

Join us Wednesday September 28th, with CX guru Dr. Natalie Petouhoff:

Take a closer look at brands that have figured out the link between Digital Experience and CX success.

Identify common CX strategies that actually produce worse DX results.

Hear about the Performance Maturity Matrix for Digital Customer Experience, used with leading companies to assess and improve their DX management approach.

Is Digital Experience the missing ingredient in your efforts to improve the customer experience? Learn how you can create amazing customer experiences that drive business outcomes.

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What the smartest brands know about CX ... and what they still aren't doing about it

  1. 1. © Dynatrace, LLC What the smartest brands know about CX ... and what they still aren't doing about it September 28, 2016
  2. 2. © Dynatrace, LLC Our speakers Dr. Natalie L. Petouhoff Vice President and Principal Analyst, Constellation Research Steve Trimbo Global Omni-Channel Practice Manager, Dynatrace Dr. Natalie Petouhoff is a keynote speaker and researcher in all customer-facing applications, including Social, Mobile, Digital, Listening and Monitoring, Marketing, Commerce, Customer Experience of IoT, Customer Care, Customer Service, and Contact Centers. Clients look for her guidance and perspective, which is always refreshing, paradigm-shifting and innovative. Petouhoff was voted one of the top 100 Most Influential Women in the World, as one of the top 50 CRM and Customer Experience Professionals and in the Top 20 for Social and Digital Media Experts. She is often quoted in USA Today, Adage, BusinessWeek, Fast Company and The New York Times. Steve Trimbo has been with Dynatrace for 5 years focused on driving success in our most complex and challenging customer programs. His background is in IT Ops, Service Management, Program Management and Software Development with fourteen years in retail organizations. Prior to joining Dynatrace Steve was a Lead Architect at Target and prior to that worked with ATG (now part of Oracle) and Best Buy.
  3. 3. © 2010 - 2016 Constellation Research, Inc. All rights reserved. The Business Imperative: Defining Customer Experience Via Digital Experience Metrics The Gap Between CX and Customer Digital Experience is Digital Performance Management September 28, 2016 Next Generation Customer Experience @drnatalie @dynatrace @constellationr #CX #DPM #DX
  4. 4. © 2010 - 2016 Constellation Research, Inc. All rights reserved. Title
  5. 5. © 2010 - 2016 Constellation Research, Inc. All rights reserved. Customer Experience is NOW a CEO-Level conversation CX is critical to business results, and consequently A top strategic priority across many industries @drnatalie @dynatrace @constellationr #CX #DPM XDX 92% of executives surveyed said the customer experience strategy is one of their top three priorities 65% of respondents expect to improve profitability by improving the overall lifetime value of customers
  6. 6. © 2010 - 2016 Constellation Research, Inc. All rights reserved. @drnatalie @dynatrace @constellationr #CX #DPM #DX Customers talking to each other and make buying decisions based on friends, family and especially recommendations of strangers And word-of-mouth in digital tends to be very direct & authentic So the digital experience really, really matters as a competitive differentiator
  7. 7. © 2010 - 2016 Constellation Research, Inc. All rights reserved. BrandsNOWmustbecome PublicSocial EXPERIENCES Customer’s Digital Experience Determines Loyalty to a Company- That’s a Bottom-line Issue @drnatalie @dynatrace @constellationr #CX #DPM #DX
  8. 8. © 2010 - 2016 Constellation Research, Inc. All rights reserved. “If its slow, it’s a no go” While CX investments are significant, returns are often lacking. In the customer’s opinion – which is what really counts WHY?????? 87% of customers agree customer experience needs to be better @drnatalie @dynatrace @constellationr #CX #DPM #DX
  9. 9. © 2010 - 2016 Constellation Research, Inc. All rights reserved. Website Customers Are Not Happy • 71% of people surveyed feel regularly inconvenienced by slow websites • Over 30% report that their performance-related stress or anger has increased, not decreased, over the years. • 50% believe websites have either not improved in speed or have become slower over the past several years • 78% felt some kind of negative emotion due to slow or unreliable websites • 44% of users say that slow online transactions make them unsure about the success of the transaction
  10. 10. © 2010 - 2016 Constellation Research, Inc. All rights reserved. Mobile Customers Are Not Happy Can you afford to make so many of your customers unhappy? 39% of mobile users are unhappy 57% had performance issues 46% won’t return Throw their phone 4% Behave more or less normally 62% Scream at their phone 11% Curse at their phone 23%
  11. 11. © 2010 - 2016 Constellation Research, Inc. All rights reserved. CX investments are significant, but returns are often lacking. Business is leaving money on the table… Why? @drnatalie @dynatrace @constellationr #CX #DPM #DX
  12. 12. © 2010 - 2016 Constellation Research, Inc. All rights reserved. Two Camps Each doing what they think is best based on how they are measured @drnatalie @dynatrace @constellationr #CX #DPM #DX IT or DPM or DX CX
  13. 13. © 2010 - 2016 Constellation Research, Inc. All rights reserved. “We never talk…” • CX managers consider DX to be the exclusive domain of IT • IT managers set objectives without business insights Let me check my CSAT scores, conversions rates, Net Promoter Score… SLA compliance looks good for page load times, errors per task, time to first click…
  14. 14. © 2010 - 2016 Constellation Research, Inc. All rights reserved. Finding the “sweet spot” requires collaboration Response time Conversions IT owns this axis • The business owns this axis, e.g. – Sign-up for a webinar, newsletter – Fill-in a form – Finish purchase • IT owns DX, but needs to provide relevant insights to the business • CX managers need to participate in DX – Defining operational objectives – where is the knee in the curve? – Considering DX impacts of business initiatives – making conscious tradeoffs
  15. 15. © 2010 - 2016 Constellation Research, Inc. All rights reserved. You don’t know what you don’t know… DX is the New CX DPM is the way to DX Excellence @drnatalie @dynatrace @constellationr #CX #DX #DPM
  16. 16. © 2010 - 2016 Constellation Research, Inc. All rights reserved. 16 Organizations need to rethink their approach… You have to manage DX to manage CX IT’STIME TORETHINK EVERYTHING @drnatalie @dynatrace @constellationr #CX #DPM #DX
  17. 17. Confidential, Dynatrace, LLC How you can deliver measurably high-quality digital experiences
  18. 18. © Dynatrace, LLC What is digital experience (DX)? “The degree to which interaction with your web site(s) and mobile app’s is fast and error-free.”
  19. 19. © Dynatrace, LLC What is digital experience (DX) management?  Policy – How fast is fast enough?  Tools and data – What digital experience are we delivering? How does it relate to business results?  Process – Are we delivering actionable information to stakeholders? Are we planning for impactful changes? Are we communicating and continuously improving?  People – Who defines policies? Who measures effectiveness? Who acts on information? Who reviews and approves actions? What is your level of DX management maturity? Who owns it?
  20. 20. © Dynatrace, LLC Assess DX Management Maturity across 5 dimensions Digital Business Performance Reporting & Collaboration Digital Business Performance Measurement The ability to measure technology behavior and performance, together with user behavior and business performance. Digital Business Problem Resolution Identification of both potential and actual user struggles, correlation to business impact, problem isolation, root cause determination, and specificity to drive fixes. Digital Business Performance Improvement Performance intelligence that identifies opportunities to improve end user experience and digital business outcomes. Digital Business Problem Prevention & Readiness Continuous performance measurement through the digital asset lifecycle, realistic simulation of usage, and digital asset governance based on performance. Analytics supporting business IT and business decision- making, development-friendly insight exchange, common metrics and language.
  21. 21. © Dynatrace, LLC L E V E L 1 REAC T IV E L E V E L 2 AWA RE L E V E L 3 E FFEC T IV E L E V E L 4 O P T IMIZ E D L E V E L 5 P E RVA SIV E At Risk Marginal Good Best Practice “Next” Practice Five Levels of DPM Maturity
  22. 22. © Dynatrace, LLC Current state of DX maturity vs. desired state 0 0.5 1 1.5 2 2.5 3 3.5 Performance Measurement Problem Resolution Performance Improvement Production Readiness Performance Reporting 1.7 1.8 1.6 1.5 1.7 3.3 3.1 3.1 3 3.1 Current State Desired State 1 = Reactive 4 = Optimized
  23. 23. © Dynatrace, LLC What we have observed: the good and the not-so-good
  24. 24. © Dynatrace, LLC Collaboration delivered
  25. 25. © Dynatrace, LLC Better CX demands better DX management  Measure delivered DX, including benchmarking  Measure your processes – should you expect to provide good DX based on how you are managing it?  Include all the stakeholders in the process
  26. 26. © Dynatrace, LLC Questions? Dr. Natalie L. Petouhoff Vice President and Principal Analyst, Constellation Research Steve Trimbo Global Omni-Channel Practice Manager, Dynatrace Connect with Dr. Natalie Petouhoff: Email: Natalie@ConstellationR.com Twitter: @drnatalie Connect with Steve Trimbo: Email: steve.trimbo@dynatrace.com Twitter: @stevetrimbo
  27. 27. Roundtable: Optimizing for Customers and Improving CX Quality Nov 15 11:00 am – 12:45 pm Featuring Dr. Natalie Petouhoff, Steve Trimbo
  28. 28. © Dynatrace, LLC Download the report… www.dynatrace.com
  29. 29. www.dynatrace.com © Dynatrace, LLC

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