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Il futuro della customer experience e la regola delle 3C: consenso, conversazione, customer journey

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Alle aziende sarà sempre più richiesta un’alta personalizzazione dell’esperienza sulla quale fondare la capacità di creare empatia su larga scala, rispondendo però a tre requisiti che IDC ritiene fondamentali per il successo: consenso, conversazione, customer journey. Abstract della presentazione che Andrea Sangalli, Research Director and EU CX Practice leader, IDC, ha portato all'IDC Customer Experience Conference 2019 del 27 giugno a Milano

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Il futuro della customer experience e la regola delle 3C: consenso, conversazione, customer journey

  1. 1. IDC Customer Experience Conference 2019 Consent, Conversations, Customer Journeys Andrea Sangalli, Research Director and EU CX Practice lead, IDC Europe Milano, 27th June 2019 1
  2. 2. What’s Customer Experience? 2© IDC
  3. 3. Customer Experience - Why Now 3© IDC Marriott news source: https://news.marriott.com/2018/11/marriott-announces-starwood-guest-reservation-database-security-incident/ Whole Foods news source: https://www.businessinsider.com/whole-foods-employees-reveal-why-stores-are-facing-a-crisis-of-food-shortages-2018-1?IR=T Chatbot source: https://chatbot.fail/ Disconnected customer JourneysData breach The modern cousin of IVR
  4. 4. 4 CUSTOMER EXPERIENCE46% CYBERSECURITY42% REDUCING OPERATIONAL COSTS 40% EU Business Priorities, 2019 Customer experience is the top strategic business priority among European companies Source: IDC European Vertical Market Survey, 2018 (n = 2,759) 2,759 respondents $104B
  5. 5. 5© IDC Source: IDC Global Retail Innovation Survey 2019, N= 600 13% 39% 29% 17% 2%7% 8% 45% 35% 5%4% 18% 29% 29% 20% Static Segments Dynamic Segments Dynamic Personas Segment of One Real-time Contextual 2017 2018 2019 2-3 years competitive advantage, or be a laggard
  6. 6. Future of Culture Leadership at Scale The Shape of the Future Enterprise is Clearer 6 Future of Customers Future of Intelligence Future of Operations Future of Work Empathy at Scale Insights at Scale Operations at Scale Work Model at Scale IDC Digital Transformation MaturityScape, 2019 6
  7. 7. 7© IDC 2019 The future of customers is a fundamental shift in how organizations view the process and nature of engagement with customers, recognizing the unique aspect of each customer and the elastic nature of the relationship between the organization and the customer. Future of Customers: Delivering Empathy at Scale
  8. 8. 8© IDC 2019 “Behavioral Surplus” Is Not Evil – It’s Essential to Customer Experience
  9. 9. EMPATHY AT SCALE CONSENT CONVERSATIONS CUSTOMER JOURNEYS The 3Cs to Delivering Empathy at Scale
  10. 10. How you treat your customer’s data is how you treat your customers 10© IDC By 2020, to meet GDPR-type regulations and improve customer experience, 50% of global companies will integrate progressive consent opportunities into all stages of the customer journey. #1 Which of the following do you think are the top challenges to implementing CX with IT systems? Source: IDC European Vertical Market Survey, 2018 (n = 2,759); IDC FutureScape: Worldwide Customer Experience 2019 Predictions (IDC #US43484818, October 2018)
  11. 11. 11© IDC Well executed Consent processes lead to increasingly valuable information services GDPR is supporting data cleansing and consolidation. To what degree do you have access to a "single customer data view" that spans all marketing/sales/service customer encounters? Source: IDC European Vertical Market Survey, 2018 (n = 2,759)
  12. 12. © IDC 12 AI will be critical to enable customer conversations at scale By 2022, 30% of enterprises will use interactive speech technologies to power customer engagement across marketing, sales, and service. #9 Source: IDC FutureScape: Worldwide Customer Experience 2019 Predictions (IDC #US43484818, October 2018)
  13. 13. Tech should be instrumental to Human touch relevance 13© IDC
  14. 14. © IDC 14 The transformation of businesses and experiences is moving beyond the four walls of the organization By 2021, businesses offering frictionless experiences across their ecosystem will experience a decrease of 20% in customer attrition. #3 Source: IDC FutureScape: Worldwide Customer Experience 2019 Predictions (IDC #US43484818, October 2018)
  15. 15. The continuum of engagement and experiences goes from the lowest level of indifferent to empathetic 15© IDC 90% of Western European enterprises are investing in data and digital technologies for customizing customer journeys. of Western European enterprises use customer journey analytics to assess CX performance.22% Source: IDC European Customer Experience Survey, 2018 (n = 300)
  16. 16. What are the CX-enabling technologies? 16© IDCSource: IDC TechScape: Worldwide Customer Experience-Enabling Technologies, 2019
  17. 17. EMPATHY AT SCALE CONSENT CONVERSATIONS CUSTOMER JOURNEYS The 3Cs to Delivering Empathy at Scale
  18. 18. Urgent Actions Needed 18© IDC
  19. 19. © IDC 19 #1 Build a roadmap to a differentiated CX HORIZON 2 HORIZON 3HORIZON 1 Digital Asset Management Digital Marketing Order Fulfillment Order Management Customer Care and Support Customer Satisfaction Measurement Content Design and Creation Partner and Channel Integration Secure Transactions Interaction management Ubiquitous Commerce Digital Based Training and Education Product Customization Implementatio n, Assessment, and Modification Digital Self Support AI Driven Engagement Predictive Upsell and Resell Crowd Sourced Support Voice of the Customer Secure Customer Data Brand Sentiment Customer Action Tracking and Analysis Social Influence Omnichannel Content Digital Rewards Customer Journey Analysis External Customer Analysis Extended Reality (XR) Engagement Integrated Customer Information Continuous Engagement Source: Customer Experience Management Digital Transformation: Designing a Differentiated Experience, May 2019, Doc #US45105519
  20. 20. 20© IDC Trust, Security & Privacy Culture DATA Commerce B2B/B2C Marketing & Advertising Product & Service Innovation Customer Service & Support Customer Journey CONTENT AI #2 Invest in a CX Digital Platform
  21. 21. Andrea Sangalli asangalli@idc.com www.idc.com/customerexperience © IDC Visit us at IDC.com Follow us on Linkedin and Twitter Thank you! 21© IDC

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