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Kevin Parker, Tahzoo - #InfoGov17 - Support Better Customer Experience With Information Governance

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Companies and organizations today are scrambling to improve customer experience. They spend a lot of money building better websites and mobile apps and omnichannel platforms. What about all of the customer data and content that is locked away in internal processes and silos? This session explores why Information Governance is essential to digital transformation in support of better customer experience management and how information professionals can get a seat at the table.

Published in: Data & Analytics

Kevin Parker, Tahzoo - #InfoGov17 - Support Better Customer Experience With Information Governance

  1. 1. Web: www.JKevinParker.com Email: kevinp@tahzoo.com Twitter: @JKevinParker LinkedIn: /in/jkevinparker Kevin Parker, CIP Senior VP of MarTech Labs at Tahzoo, a data-driven customer experience agency. I regularly speak and write on topics related to InfoGov, Web Content Management, Information Architecture, User Experience, and Digital Transformation. Voted 2016 InfoGov Expert of the Year!
  2. 2. Takeaways • Tie customer experience efforts to business objectives. • Identify what information you need to collect, how, and when. • Determine how information is managed, protected, and dispositioned. • Look for smart ways to connect information in your internal processes.
  3. 3. “This narrow gap between CMO and CIO technology spending will close over the next year based on substantially different annual growth rates … This trend supports the Gartner prediction that CMOs will spend more on technology than CIOs by 2017” (>3.4% of revenue). “CMO marketing technology spend rivaling CIO technology spend” —2016-2017 Gartner CMO Spend Survey
  4. 4. “…A growing number of senior executives realize that effectively managing lifetime relationships with prospects and customers can literally make or break an organization’s topline growth and bottom-line results.” —Connie Moore, Digital Clarity Group Report “2017 Customer Experience Trends: The Year of Operational Excellence” www.digitalclaritygroup.com
  5. 5. Thinking through how to do Customer Experience MarTech + InfoGov
  6. 6. Tie CX Efforts to Business Objectives • How do we better engage with customers to build trust and loyalty? • What specific business outcomes are desired? • What is the overall strategy for customer information? • Are we segmenting? Personalizing? Providing customer service? Sales? Or a combo?
  7. 7. “Digital fundamentally changes your relationship with your customers. you can’t address this change with a bolt-on digital strategy that adds an app here or a site there. To remain competitive, you must re-engineer how your business creates value for your customers in the digital age.” —Feb. 25, 2017 Forrester Report: “The Digital Business Imperative”
  8. 8. Think Through Architecture • What specific data do you need to collect, and for what uses? • Where will all this data be collected and how? • In which systems will it be stored? • In which geographic locations will it be stored?
  9. 9. “Nearly 2/3 believe their organizations' information architecture isn't effective. Often overlooked, Information Architecture, well executed, can help improve many high priority issues such as information security and compliance.” Source: Information Coalition Report: “Information Strategy 2017”
  10. 10. A Simplified MarTech Conceptual Architecture Source: Tahzoo
  11. 11. Govern Customer Data • What protections are required, and what additional ones make sense? • Who has access? Who needs access? Do they really need access? • Which 3rd parties will have access to the data? Do they own the data? • How long should the data be kept? • Are we adequately managing for privacy? Cybersecurity? Proper usage?
  12. 12. “…we regard data as ‘personally identifiable,’ and thus warranting privacy protections, when it can be reasonably linked to a particular person, computer, or device. In many cases, persistent identifiers such as device identifiers, MAC addresses, static IP addresses, or cookies meet this test.” — Jessica Rich, Director, US FTC Bureau of Consumer Protection (2016)
  13. 13. Digital Transformation: Outside-In and Inside-Out “Customer actions in the digital outside mirror employee actions in digital inside.” —Connie Moore, Digital Clarity Group Report “2017 Customer Experience Trends: The Year of Operational Excellence” www.digitalclaritygroup.com
  14. 14. Getting a Complete View of the Customer • How do they interact with the website, mobile apps, in-store systems, etc.? • What other information (records?) do we have for the customer? • Have they purchased from us? Used our services? Reviewed us online? Engaged customer support? • What next piece of content or product or service would be most appropriate for this customer?
  15. 15. Really try not to be creepy…
  16. 16. We’re closer to this than you think…
  17. 17. To do Digital Transformation and Customer Experience right, your org needs InfoGov.
  18. 18. Thank you.
  19. 19. Web: www.JKevinParker.com Email: kevinp@tahzoo.com Twitter: @JKevinParker LinkedIn: /in/jkevinparker Kevin Parker, CIP Senior VP of MarTech Labs Architects for the experience age.

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