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CX Appeal: Technology to Keep Your Customers Coming Back for More By Gerry Murray

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From the #MarTech San Francisco Conference in San Francisco, California May 9-11, 2017. SESSION: CX Appeal: Technology to Keep Your Customers Coming Back for More. PRESENTATION: CX Appeal: Technology to Keep Your Customers Coming Back for More - Given by Gerry Murray - IDC, Research Manager

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CX Appeal: Technology to Keep Your Customers Coming Back for More By Gerry Murray

  1. 1. CX Appeal: Technology to keep your customers coming back for more gmurray@idc.com © IDC Visit us at IDC.com and follow us on Twitter: @IDC
  2. 2. In a world of rising customer expectations, there are only two options for marketers Raise the bar on customer experience 1 Never quite live up to them2 gmurray@idc.com © IDC Visit us at IDC.com and follow us on Twitter: @IDC
  3. 3. The dirty little secret about customer experience • Traditional approaches to organization design and systems deployment make it IMPOSSIBLE to manage customer experience. • Because the lack of a horizontal model makes the whole less than the sum of the parts. gmurray@idc.com © IDC Visit us at IDC.com and follow us on Twitter: @IDC
  4. 4. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Marketing BUYER EXPERIENCE: Search SELLER PRECEPTION: Hot prospect Web Search gmurray@idc.com
  5. 5. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC EcommerceMarketing BUYER EXPERIENCE: Find SELLER PRECEPTION: Intent to buy Web Search Online Cart gmurray@idc.com
  6. 6. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC EcommerceMarketing Retail Point of Sale BUYER EXPERIENCE: Buy SELLER PRECEPTION: Abandoned cart Web Search Online Cart In Store Purchase gmurray@idc.com
  7. 7. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC EcommerceMarketing Retail Point of Sale BUYER EXPERIENCE: Use SELLER PRECEPTION: Abandoned cart Web Search Online Cart In Store Purchase Install and use gmurray@idc.com
  8. 8. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC BUYER EXPERIENCE: Over SELLER PRECEPTION: Abandoned cart Abandoned cart emails ? ? EcommerceMarketing gmurray@idc.com
  9. 9. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Credit Card Purchase BUYER EXPERIENCE: New Service SELLER PRECEPTION: New customer gmurray@idc.com
  10. 10. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Credit Card Purchase Service Provisioning Operations BUYER EXPERIENCE: Up and running SELLER PRECEPTION: Service delivery Finance gmurray@idc.com
  11. 11. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Finance Credit Card Purchase Service Provisioning Credit Card Termination Operations BUYER EXPERIENCE: Card holder leaves company SELLER PRECEPTION: Cancellation gmurray@idc.com
  12. 12. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Finance Credit Card Purchase Service Provisioning Credit Card Termination Notification Emails Operations Marketing BUYER EXPERIENCE: Blissfully unaware SELLER PRECEPTION: Account risk gmurray@idc.com
  13. 13. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Finance Operations Credit Card Purchase Service Provisioning Credit Card Termination Notification Emails Service Termination ? Operations Marketing BUYER EXPERIENCE: What?!? SELLER PRECEPTION: Lost customer gmurray@idc.com
  14. 14. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Finance Operations Credit Card Purchase Service Provisioning Credit Card Termination Notification Emails In app notification Operations Marketing BUYER EXPERIENCE: Normal operations SELLER PRECEPTION: Normal operations gmurray@idc.com
  15. 15. © IDC Visit us at IDC.com and follow us on Twitter: @IDC The Truth about CX Customer experience Marketing experience Marketing gmurray@idc.com
  16. 16. © IDC Visit us at IDC.com and follow us on Twitter: @IDC The Truth about CX Customer experience Sales experience Marketing Sales/POS gmurray@idc.com
  17. 17. © IDC Visit us at IDC.com and follow us on Twitter: @IDC The Truth about CX Customer experience Online experience Marketing Sales/POS eCommerce gmurray@idc.com
  18. 18. © IDC Visit us at IDC.com and follow us on Twitter: @IDC The Truth about CX Customer experience Billing experience Marketing Sales/POS eCommerce Finance gmurray@idc.com
  19. 19. © IDC Visit us at IDC.com and follow us on Twitter: @IDC The Truth about CX Customer experience Product experience Marketing Sales/POS eCommerce Finance Operations gmurray@idc.com
  20. 20. © IDC Visit us at IDC.com and follow us on Twitter: @IDC The Truth about CX Customer experience Service experience Marketing Sales/POS eCommerce Finance Services/ Fulfillment Operations gmurray@idc.com
  21. 21. © IDC Visit us at IDC.com and follow us on Twitter: @IDC Customer experience Support experience Marketing Sales/POS eCommerce Finance Services/ Fulfillment Call CenterOperations The Truth about CX gmurray@idc.com
  22. 22. © IDC Visit us at IDC.com and follow us on Twitter: @IDC CX-OS is a services oriented architecture based on open APIs and microservices designed around customer value use cases. Marketing Sales/POS eCommerce Finance Services/ Fulfillment Call CenterOperations Customer experience orchestration services (CX-OS)Do not approach this as a boil the ocean attempt to mash all your data lakes and data marts together! gmurray@idc.com
  23. 23. © IDC Visit us at IDC.com and follow us on Twitter: @IDC CX-OS enables marketing to evolve from: § Context to Continuity § Messaging to Value Marketing Sales/POS eCommerce Finance Services/ Fulfillment Call CenterOperations Customer experience orchestration services (CX-OS) gmurray@idc.com
  24. 24. “… PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET how you made them feel.” – Maya Angelou © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  25. 25. Technology can make customers feel all these things … © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  26. 26. … or all these things © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  27. 27. Three Stages of Evolution from MarTech to CX Tech © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  28. 28. Stage 1 – Task Based Silos Each application is a stand alone system © IDC Visit us at IDC.com and follow us on Twitter: @IDC Email Rules Engine Event Manager Workflow Reporting/Analytics Database Web Rules Engine Event Manager Workflow Reporting/Analytics Database Etc. Rules Engine Event Manager Workflow Reporting/Analytics Database gmurray@idc.com
  29. 29. Stage 2 – Departmental Stacks Each application is a separate system but data gets too big © IDC Visit us at IDC.com and follow us on Twitter: @IDC Email Rules Engine Event Manager Workflow Reporting/Analytics Web Rules Engine Event Manager Workflow Reporting/Analytics Etc. Rules Engine Event Manager Workflow Reporting/Analytics Database gmurray@idc.com
  30. 30. Stage 2 – Departmental Platforms More workloads are moved to core services for marketing apps © IDC Visit us at IDC.com and follow us on Twitter: @IDC Email Rules Engine Event Manager Workflow Reporting Audience Web Rules Engine Event Manager Workflow Reporting Audience Etc. Rules Engine Event Manager Workflow Reporting Audience Analytics Database Identity Mgmt Tag Mgmt Collaboration gmurray@idc.com
  31. 31. Customer Experience Orchestration Services Stage 3 – Enterprise Orchestration Services Orchestration Services extend across all customer facing functions © IDC Visit us at IDC.com and follow us on Twitter: @IDC Marketing Database Interaction Event Sharing Workflow / Rules Engine Reporting/Monitoring … and more!!! Identity and Audience Mgmt Tag Mgmt Collaboration / Social / Calendaring SDK, APIs, Microservices Sales/POS eCommerce Finance Services/ Fulfillment Call Center Analytics / Cognitive Services Operations gmurray@idc.com
  32. 32. Enterprise integration evolution Stage 1: point to point © IDC Visit us at IDC.com and follow us on Twitter: @IDC Today’s Typical Customer Infrastructure Numerous Vendors, Complex, Costly gmurray@idc.com
  33. 33. Enterprise integration evolution Stage 2: hub and spoke (master data management) © IDC Visit us at IDC.com and follow us on Twitter: @IDC Closed proprietary system, requires repository creation Central Data Repository (Vendor’s Cloud) Social Media Analytic listening Social Publishi ng Gamific ation Testing & Peersonal ization Ad tech Campaign Mgmt. Mobile Push Demand Side Platform (DSP) Digital Analytics Email Data Provide rs gmurray@idc.com
  34. 34. Enterprise integration evolution Stage 3: orchestration services © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  35. 35. GREAT The orchestration layer enables every function to drive innovation by delivering brand new value not available elsewhere. GOOD The application layer enables every function to increase productivity and capacity by doing the same old things better/faster/cheaper The key to CX innovation •It’s the journey from Good to Great © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  36. 36. But do not boil the ocean • Acquire data one use case at a time • Develop data recipes that support a business case like: • Credit card expiries • Contract renewal dates • Service calls/complaints • Operational status reports • Customer performance benchmarks © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  37. 37. CX Tech in Action © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  38. 38. IBM – Banking IoT © IDC Visit us at IDC.com and follow us on Twitter: @IDC Created a marketing infrastructure to personalize customer initiated interactions across all channels (web, mobile, ATM, and more) Included customer experience notifications (e.g. notifications to customers who left card or cash at ATM) Generated 3x higher response rates gmurray@idc.com
  39. 39. Oracle – connected dealerships © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  40. 40. SAP – microservices for all © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  41. 41. Salesforce – marketing and service © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  42. 42. Infrastructure tools © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  43. 43. Boxever © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  44. 44. DataStax © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  45. 45. Origami Logic © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  46. 46. Datarama © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  47. 47. Informatica © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  48. 48. Next Steps © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  49. 49. Key Questions for Marketers to Ask Their Own Organizations • What if you consider your current CX to be average in all respects? • Can you use buyer journeys, user experience, crowd sourced sentiment analysis, complaints, enhancement requests to add value not just fix problems or optimize metrics? • How can you set up a contributory model for CX budgeting and operations across functions? • How can you use data as the source for innovation? • Which uses cases offer the most visible and immediate payback? © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
  50. 50. Questions? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Research Director, CX: Marketing and Sales Technology Research gmurray@idc.com Gerry Murray

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