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The Algorithm of Magical Customer Experiences

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An STKI Overview on customer experience technology trends, an overview of MarTech, CX Tech, Data Tech

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The Algorithm of Magical Customer Experiences

  1. 1. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 1 The Algorithm of Magical Customer Experiences A look at MarTech, AdTech & DataTech STKI for CMOs & CDOs
  2. 2. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 2 Q: Who’s the owner of customer experience? [awkward silence]
  3. 3. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 3 CCO: Chief Customer Officers Source: CCO Council
  4. 4. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 4 CX Winners Elements of Success Culture Technology Strategy CX Design Skills Data CollaborationProcess 49% 43% 38% 37% 37% 36% 36% 31% Source: Econsultancy & Adobe Digital Trends Report 2017
  5. 5. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 5 CX Losers Elements of Failure Siloed organization Culture Politics Lack of skills Lack of data Technology
  6. 6. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 6 So Who Should Be In-charge of CX? It’s all about the Strategy It’s all about the CX design It’s all about the Culture It’s all about the Touchpoints It’s all about the Channels It’s all about Digital It’s all about Insights It’s all about Innovation It’s all about the Process It’s all about the Data
  7. 7. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 7 CCOs/CXOs Long-Term Goal:
  8. 8. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 8 1. Integrate many data sources 2. Build the data platform 3. Manage customer identities 4. Understand the data 5. Extract insights 6. Target audiences and personas 7. Establish a plan, set goals 8. Establish KPIs 9. Map out journeys 10. Choose sub-journeys 11. Orchestrate touchpoints 12. Execute journeys 13. Collect engagement data 14. Analyze it using appropriate models 15. Optimize journeys 16. Go back to #4 (insights).
  9. 9. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 9 Each Organization Will Have Their Own ‘Formula’ The brand algorithm
  10. 10. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 10 Customer Experience Process Architecture Data Platform 2. Design CX 3. Activate & Engage 4. Optimize 1.Discover Connect to data sources Gather data Create customer ID Manage the data platform Analyze customer data Plan Establish measureable KPIs Define journeys & segments Orchestrate touchpoints Execute Journeys Engage with customers in different channels & touchpoints CX “actual” data is poured into the data platform Continuously test and optimize
  11. 11. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 11 But If It’s All Science, Where’s the Artistic Part?
  12. 12. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 12 Advertising Has Mastered Creativity in Certain Medias
  13. 13. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 13 Has Creativity Been Disrupted by Digital?
  14. 14. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 14 ContentData CX Journeys Personalization TargetingDiscovery Touchpoints Attribution Segments OptimizationBig DataAnalysisA/B Testing Modeling Message design Omni- channel Experiences Measurements isten Gather Monitor Test Messag Listen Curat Tailor There are so many new techniques. They all require creativity
  15. 15. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 15 What Do Digital Native CX Leaders Teach Us?
  16. 16. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 16 What Do Digital Native CX Leaders Teach Us? Scott Brinker Chiefmartec.com
  17. 17. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 17 What is the New Algorithm of Value?
  18. 18. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 18 I worked at a startup You’re hired.
  19. 19. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 19 Deep understanding of consumer world Data scientist Technologist Story teller Doesn’t mind some “junior” tasks T person Breadth of Knowledge DepthofExperience Team player
  20. 20. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 20 Ask Yourself 3 Questions: What are your data receptors? Does data change CX in real time? Are the product and CX bound together? Data Receptors CX Product
  21. 21. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 21 How Are We Doing with Engagement? Data Platform 2. Design CX 3. Activate & Engage 4. Optimize 1.Discover
  22. 22. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 22 The Omni-channel War is Over. We lost 44% do not feel companies make it easy to contact them 55% using >2 channels before an issue is resolved 77% use social channels to contact companies 21% say they never even get a response in social media Source: +NRG State of Customer Service Experience
  23. 23. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 23 Maybe It’s Time to Rethink Our Channel Strategy + No. 4 (STKI): Analyze & Optimize http://www.genesys.com/resources/Manage_The_Cross_Touchpoint_Customer_Journey.pdf (Source: Forrester)
  24. 24. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 24 How Has Digital Affected Engagement? Accelerated Sales17% Insufficient customer data view 44% More complex to manage 33% Heightened need for Content Strategy! 60% Marketing costs down Impact up 29% How has the shift to digital experiences impacted engagement? Source: CMO Council
  25. 25. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 25 Marketing Automation Platforms are Great Pipes Content is what flows through them Marketing Automation Analytics
  26. 26. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 26 It’s all about
  27. 27. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 27 The Parallel Path A person’s life Brand relevant part
  28. 28. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 28 The Parallel Path Person Brand
  29. 29. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 29 Customer Experience Process Architecture Data Platform 2. Design CX 3.Activate & Engage 4. Optimize 1.Discover
  30. 30. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 30 Marketing Insider Group and One-Spot, Consumer research, December 2016 Content is a vehicle for value
  31. 31. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 31 Personally relevant content increases intent to purchase Marketing Insider Group and One-Spot, Consumer research, December 2016
  32. 32. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 32 Half of consumers would be willing to pay more for a brand’s products or services, if the brand does a great job of delivering personally relevant content. Marketing Insider Group and One-Spot, Consumer research, December 2016
  33. 33. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 33
  34. 34. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 34 The Content Marketing process 102 Strategy Creation &Curation Distribution Optimization Analytics
  35. 35. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 35 Strategy • Why you are creating content • Who you are helping • How you will help them in a way no one else can Content Marketing Strategy
  36. 36. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 36 Upsell Opportunities Anticipate needs Sales RetentionSatisfaction Customer Conversion Customer Service Use associated value Leads Brand Awareness Lead conversion & Lead Nurturing Evangelists Customers People Strategy Content and the relationship cycle
  37. 37. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 37 • Hobbies • Real quotes from interviews with customers • Computer literacy • Where they get their news • Blogs they read Strategy Creating Personas
  38. 38. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 38 Strategy
  39. 39. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 39 Content Strategy Creation, publication and governance of useful, usable content Strategy
  40. 40. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 40 Creation & Curation In real time, According to personal data • For channel • For Persona • According to stage in Journey Content variations
  41. 41. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 41 Creation & Curation Diversify by Persona
  42. 42. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 42 Creation & Curation Diversify by Channel Video
  43. 43. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 43 Creation & Curation One Clear Picture Video Product Site Social
  44. 44. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 44 Creation & Curation Ideation – Social Listening • Find relevant enticing content • Share • Create better content
  45. 45. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 45 Creation & Curation Collaboration • The experts are on your team • Harness outside talent • Collaborate on creation and on QA • Tools make it easy and fun
  46. 46. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 46 Creation & Curation Promote UGC Reviews
  47. 47. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 47 Creation & Curation Promote UGC Unboxing videos
  48. 48. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 48 Testing & Optimization AB Testing
  49. 49. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 49 Testing & Optimization Test everything • Ads • e-mail • Articles and posts • Pricing • Journeys
  50. 50. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 50 Extend your creativity Data Persona Journey Touchpoints Optimization
  51. 51. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 51 Source: Foresee
  52. 52. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 52 Global Energy Organization - Case Study Source: Aon Hewitt
  53. 53. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 53 Global Energy Organization – Business Results “5% increase in employee engagement is linked to a 3% increase in revenue growth in the subsequent year” Source: Aon Hewitt
  54. 54. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 54 Employee Journey Map IDC: 81% of companies measure customers experiences, but only 30.6% of companies measure the employee experience.
  55. 55. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 55 Employee Experience Design Personas Analyze MeasureSections Journeys
  56. 56. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 56 Employee Digital Touchpoints Source: STKI Survey 2017
  57. 57. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 57 Employee Expectations How can I customize the solution? I want to work in the most convenient time and place I want to work in a place with purpose Known collaboration tool I want interesting and engaging content Apps should know me better I want a contextual solution
  58. 58. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 58 The Millennials Immediate Feedback Empathic Innovation Valuable/Appreciated Business Decisions Source: Simon Sinek @ Inside Quest​
  59. 59. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 59http://tribebooster.com/little-change-makes-difference/ 1. Listen to your employees 2. Choose 2-3 journey sections 3. Use EX design 4. Measure impact
  60. 60. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 60 The Technology Landscape
  61. 61. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 61 The scary map just got scarier Source: Luma The scary map just got scarier 3,784 solutions Up 87% from 2016
  62. 62. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 62 What Do Recent M&As Tell Us? Source: Luma
  63. 63. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 63 What Do Recent M&As Tell Us? Source: Luma
  64. 64. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 64 MadTech MarTech AdTech But do MarTech and AdTech really connect?
  65. 65. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 65
  66. 66. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 66 MadTech is not dead. It just hasn’t reached puberty
  67. 67. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 67 The Missing Link: DataTech MarTech AdTech Data, Identity & Analytics
  68. 68. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 68 Digital Marketing Hubs Combine All Three Paid media Data audiences Media buying Programmatic Performance Display, Video, Mobile Owned media Orchestrating Journeys Offline & realtime campaigns Content Platforms Marketing automation Multi-touch attribution Holistic view of advertising and marketing Identity management CDPs, DMPs MarTech DataTech AdTech
  69. 69. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 69 DMP Adoption (Worldwide) is High Source: AdExchanger Currently use
  70. 70. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 70 But DMP Maturity… There’s work to be done before DMP can be a part of your stack: 1. Create an organizational commitment to data unification (“Internal data”) 1. Realize that you are the owner of customer data 2. Establish guidelines with media agencies – ownership, governance, privacy 3. Third party partners are “activation” partners (programmatic media buying), gradually some of these capabilities will move in-house
  71. 71. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 71 Which Meteors Will Hit Marketing During 2017-2020?
  72. 72. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 72 Predictive Analytics, NLP, AI & ML AI: Artificial Intelligence; ML: Machine Learning; NLP: Natural Language Processing 80% of marketing executives believe AI will revolutionize marketing by 2020* Source: DemandBase
  73. 73. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 73 Predictive Analytics, NLP, AI & ML AI: Artificial Intelligence; ML: Machine Learning; NLP: Natural Language Processing 80% of marketing executives believe AI will revolutionize marketing by 2020* Source: DemandBase Only 26% understand how AI is used in marketing. Only 10% of marketers currently using AI.
  74. 74. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 74 How are AI/ML/NLP/NLG Impacting Marketing? Personalization Behavioral-based Segmentation Figuring out Intent, sentiment and emotion Face/Image recognition Marketing-mix modeling Recommendation engines (product/category/promotion…) Calculating marketing effectiveness (Attribution)
  75. 75. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 75 How are AI/ML/NLP/NLG Impacting Marketing? Personalization Behavioral-based Segmentation Figuring out Intent, sentiment and emotion Face/Image recognition Marketing-mix modeling Recommendation engines (product/category/promotion…) Calculating marketing effectiveness (Attribution)
  76. 76. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 76 Cognitive-embedded Solutions Help to Close the Insight- to-Action Gap Salesforce Einstein IBM’s Watson for Marketing Adgorithm’s AlbertTinyclues’ AI Marketing
  77. 77. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 77 It’s Raining New Immersive Digital Channels Conversational Chatbots Voice Assistants Wearables IoT Augmented & Virtual Reality
  78. 78. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 78 Bots Hype
  79. 79. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 79 Characteristics of Good Bots Simple to use Are a part of a journey Saves time Uses AI to improve Context
  80. 80. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 80 Characteristics of Good Bots Simple to use Are a part of a journey Saves time Uses AI to improve Context
  81. 81. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 81 But What is Possible Today? What’s the weather in TA? Ask me anything Source: Chatbotslife.com https://chatbotslife.com/ultimate-guide-to-leveraging-nlp-machine-learning-for-you-chatbot-531ff2dd870c#.y0uv7gq9l
  82. 82. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 82 But What is Possible Today? What’s the weather in TA? Ask me anything I was meant to be more than an IVR
  83. 83. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 83 What’s Holding Bots Back in Israel? They live in the cloud They didn’t learn Hebrew yet
  84. 84. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 84 What’s Holding Bots Back in Israel? They live in the cloud They didn’t learn Hebrew yet
  85. 85. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 85 Forget Bots. Conversational is the New Media Voice commands are the next interface. Why? • Voice recognition (x3) faster (20%) more accurate than typing • Context & Intent has evolved (AI) • Home assistants are teaching us and our kids how to fulfill tasks Talking -- Typing -- Commanding Mobile search queries via virtual assistants will grow from 20% to >50% by YE2017 (Gartner)
  86. 86. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 86 The Real Meteor: Real Time Interactions Ongoing Dialogues Between Smart Agents and Customers
  87. 87. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 87 So What is Your Algorithm for CX?
  88. 88. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 88 So What is Your Algorithm for CX?
  89. 89. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 89 Q: Who’s the owner of customer experience? Everyone.
  90. 90. STKI’s work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph 90 Thank you. 09-7907000 www.stki.info STKI: IT Knowledge Integrator STKI for CMOs & CDOs

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