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Building a CX Technology Strategy

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Building a CX Technology Strategy

  1. 1. Building a CX  TECHNOLOGY STRATEGY
  2. 2. Customer Experience (CX) is changing fast. New technologies are emerging and customers’ expectations have skyrocketed.
  3. 3. How do you navigate the ever-changing CX technology landscape? And how do you decide what your organization needs or where to invest?
  4. 4. Let’s begin by explaining that good CX hinges on 3 things:
  5. 5. Create BREAKTHROUGH DIGITAL MOMENTS to sell & service Create BREAKTHROUGH DIGITAL MOMENTS to sell & service Gain MEANINGFUL INSIGHT into customer behavior Gain MEANINGFUL INSIGHT into customer behavior Empower AN ENGAGED WORKFORCE to improve service Empower AN ENGAGED WORKFORCE to improve service Knowing your customers & what they need Anticipating their needs & desires Delivering on customer expectations
  6. 6. Let’s break those down…
  7. 7. Meaningful insights = knowing your customer & what they need • Identifying key personas that matter to your business and interviewing customers on their real experiences • Looking at experiences from 3 perspectives: doing, thinking, and feeling • Outlining customer interactions across capabilities/teams/ systems
  8. 8. Breakthrough digital moments = anticipating their needs & desires • Identifying digital opportunities to innovate • Mobile apps, innovative web properties, digital marketing, and customer communities that wow and delight
  9. 9. Engaged workforce = delivering on customer expectations • Connecting the front end to the back end to create integrated customer life cycles across teams and systems • Implementing customer dashboards and making customer data accessible in order to empower employees
  10. 10. How can you use this information to transform your CX strategy…
  11. 11. … when there are hundreds of solutions and the space is getting more crowded every day?
  12. 12. CUSTOMER EXPERIENCE TECHNOLOGIES Litmos (Callidus) Cloud Coaching Intl Synergyse Iridize Cornerstone Taleo Toonimo WalkMe ONBOARDING & EDUCATION Ping Gigya Okta Login Radius Salesforce Oracle IDM Google Facebook CUSTOMER IDENTITY MANAGEMENT MS Azure Amazon Web Services Google Cloud Platform IaaS FULFILL Contract Express Apttus LEGAL CONTRACTS Adobe Echosign Docusign ELECTRONIC SIGNATURE TRANSACT Magento WooCommerce Big Commerce Cloud Craze DoubleClick? Volusion Manhattan Shopify NetSuite Sterling ATG e-COMMERCE SAP Sugar Sage Zoho Salesforce Oracle (On-Demand & Siebel) Microsoft Dynamics Netsuite Veeva Blackbaud CRM GetFeedback Walker Timba Qualtrics Medallia Verint ConfirmIT FluidSurveys Satmetrix MaritzCX SurveyMonkey Callidus Springboard Delighted Clarabridge VOICE OF CUSTOMER SaS institute Cognos Birst IBM Splunk QlikView Salesforce Analytics Cloud Simply Measured Adaptive Insights GoodData DBInsights Oracle Domo Tableau Pentaho ANALYTICS & BI SocialAnnex Crowdtwist Tibco GamEffective Badgeville Infosys Lithium Bunchball GAMIFICATION & LOYALTY Pros Chameleon BigMachines Aria Systems CallidusCLoud Kinetic Growth Zuora Apttus Steelbrick CPQ/ SUBSCRIPTION RENEWAL SAP (Jive) Salesforce Communities OrchestraCMS MSFT (sharepoint) Treehouse Zendesk Drupal forumbee Adobe COMMUNITY MANAGE augure TapInfluence GroupHIgh Traacker Influitive Upfluence INFLUENCE MANAGEMENT RichRelevance DemandBase Reflektion Certona Monetate PERSONALIZATION Cordova (PhoneGap) Angular.js JQuery Mobile Sencha Touch Native Android Kendo UI MediaFly Mobile Caddy Urban Airship Topcoder Appcelerator Titanium Heroku Bootstrap Salesforce.com Native iOS Applause Ionic Kony Xamarin React Onsen UI Node.js MOBILE & APP Constant Contact StrongMail Hubspot CheetahMail SpringBoard Mailgun Bronto StrongView Marketing Cloud Vertical Response Responsys Mail Chimp iContact Lyris SDL EMAIL MARKETING OrchestraCMS Radiant IBM Oracle SDL Autonomy Adobe sharepoint Contentful ContentFocus Salesforce sitecore percussion wordpress drupal CMS StrongView Pardot IBM Radius Marketo Eloqua Adobe inTrigue ActOn Hubspot Teradata Demandforce SpringBoard MARKETING AUTOMATION Marin Software LiveFyre Sprout Social Clarabridge Nuvi Sprinklr Kenshoo Radian6 Argyle sysomos Marketing Cloud Shoutlet Hootsuite Microsoft Edgar Buffer Oracle Social Relationship Manager SOCIAL MEDIA MARKETING ENGAGE Eventsforce Double DUtch On24 Cvent Validar Evenbrite Lanyon Bright Talk EVENT/ WEBINAR MANAGEMENT Wordpress Tumblr TypePad Percolate WebCenter Sites Adobe Weebly Hubspot Kapost Google Medium Live Journal BLOG MANAGEMENT SERVICE Avaya Aspect Mitel 8x8 Cisco Five9 Other chat vendors Live Agent (Chat) inContact Ring DNA Shoretel Genesys CALL CENTER Remedy Force ServiceNow IT SERVICE DESK Service Max Field One Salesforce Click Software Astea Siebel TOA SAP Field Aware FIELD SERVICE Service Max Salesforce Service Cloud Totango Remedy Force RightNow ZenDesk CUSTOMER SERVICE CX Technology Landscape
  13. 13. So before you get into the weeds when it comes to technology platforms, take a step back and form a strategy around the following questions:
  14. 14. How do you establish a CX technology strategy? Where do you invest time/ money/ people?
  15. 15. Appirio is here to help. We’re going to build a CX technology strategy together. Ready?
  16. 16. Traditionally, this is how companies have looked at CX technology…
  17. 17. CX tech strategy of yesterday Technology in silos driven by business org needs MARKETING Email Social Ad Campaigns Events Direct Mail SALES eCommerce Account Management Opportunity Management Reporting & Analytics Contract Management CUSTOMER SERVICE Call Centers Ticketing Services Live Chat Customer Surveys Onboarding Communities IT Data Warehouse Business Intelligence Integration Software CRM
  18. 18. This was fine in the past, but in today’s competitive CX landscape, this doesn’t cut it. And why not?
  19. 19. • It only addresses acute functional pain points and doesn’t take into consideration the effect on the overall CX. • It results in tactical technology implementations — not strategic implementations — to fix those acute pain points. • You end up with redundancies and a wasted investment in tools.
  20. 20. What you really need is the CX strategy of tomorrow.
  21. 21. CX tech strategy of tomorrow 3-step process with customers at the center Persona-driven methodology Gartner’s Pace Layers Disposable apps CX technology strategy+ + =
  22. 22. Let’s look at these 3 steps individually.
  23. 23. Step 1: Persona-driven methodology Persona-driven methodology Gartner’s Pace Layers Disposable apps CX technology strategy+ + =
  24. 24. Remember, the customer is king. But… • The king is also a person with needs — to feel understood, to feel fulfilled, and of course, to feel important. • You have to build your systems to serve that person and their unique needs — not your functional organizations.
  25. 25. Start by mapping out that person’s journey with your organization. Consider this: What are the key phases of the customer life cycle?
  26. 26. Persona-driven methodology Pinpointing the key phases of the customer life cycle. Engage Transact Fulfill Service Manage Suspect Prospect New customer Customer hero Lost lead Lost customer
  27. 27. What are they feeling and doing at each touchpoint?
  28. 28. Persona-driven methodology The thinking, feeling, and doing portion... ENGAGE TRANSACT FULFILL SERVICE MANAGE Doing research, exploring options, engaging peers Leveraging eCommerce portal Executing & adopting product, educating self, or completing onboarding Engaging with customer service, or self-servicing on current purchase or experience Evaluating experience, considering repeat business, sharing experience with peers Excited about the transaction, but wishing the process were easier Engaging with sales rep (brick & mortar or virtual); hopeful that the transaction is successful, stress- free, and that there are no surprises Optimistic that the product or purchase meets the expectations set in the sales process Focused on success and making the most of the purchase; annoyed by needing support Weighing the pros and cons of the experience Overwhelmed, excited Anxious, agitated, happy Nervous, excited Irritable, impatient, satisfied Successful, hopeful, confident FeelingThinkingDoing
  29. 29. Now let’s use these insights to build a customer journey map…
  30. 30. Yesterday vs. tomorrow Establish your customer’s needs and your needs as a company holistically MARKETING Email Social Ad Campaigns Events Direct Mail SALES eCommerce Account Management Opportunity Management Reporting & Analytics Contract Management CUSTOMER SERVICE Call Centers Ticketing Services Live Chat Customer Surveys Onboarding Communities IT Data Warehouse Business Intelligence Integration Software CRM Siloed organizational technology implementation vs. Strategic cross-functional technology implementation
  31. 31. See the difference?
  32. 32. Step 2: Gartner’s Pace Layers Persona-driven methodology Gartner’s Pace Layers Disposable apps CX technology strategy+ + =
  33. 33. Garner tells us that technologies fall into 3 categories. Think of those 3 categories like the 3 layers of a house: • Interior design • Layout & key features of the house • Foundation
  34. 34. Gartner’s Pace Layers Your technology — in 3 layers 1. Systems of innovation New applications that are built on an ad hoc basis to address new business requirements or opportunities 2. Systems of differentiation Applications that enable unique company processes or industry- specific capabilities 3. Systems of record Established packaged applications or legacy, home-grown systems that support core transaction processing and manage the organization’s critical master data Interior design Layout & key features of the house Foundation
  35. 35. In order to put technologies into one of the 3 categories, use the following deciding factors: • The cost of the technology • The lifespan of the technology • The thinking around the technology
  36. 36. Gartner’s Pace Layers Cost, lifespan, and ideation 3. Systems of innovation $ 0-12 months New ideas 2. Systems of differentiation $$ 1-3 years Better ideas 1. Systems of record $$$ Indefinite Common ideas The typical cost of technology The basic lifespan of technology The way your company thinks about technology
  37. 37. 3. Systems of innovation 2. Systems of differentiation 1. Systems of record Gartner’s Pace Layers Some examples of technology at each level Mobile Apps Portals Websites Sales Aids Email/ Communica- tions Social Gamification & Loyalty Helpdesk Marketing Automation Project Management Contracts Management BI/Analytics eCommerce Master Data Systems Core Finance HCM ERP MRP Ware- houses Inventory Manage- ment Billing/ Account- ing CRM
  38. 38. Next, we layer Gartner’s Pace Layers over your persona journeys.
  39. 39. Step 2 — add Gartner's Pace Layers ENGAGE TRANSACT FULFILL SERVICE MANAGE 3. Systems of innovation 2. Systems of differentiation 1. Systems of record
  40. 40. We’re about ⅔ of the way there. Now for the finishing touch…
  41. 41. Step 3: Disposable apps Persona-driven methodology Gartner’s Pace Layers Disposable apps CX technology strategy+ + =
  42. 42. Well, for starters, what’s a “disposable app”? Good question.
  43. 43. an app “built for a specific event or a critical, single purpose. It’s used for a short period of time, during which a highly concentrated amount of activity occurs on the app, and after which it is discarded, never to be used again." A disposable app is:
  44. 44. = Systems of Innovation Disposable apps
  45. 45. Some examples of disposable apps
  46. 46. Step 3 — Add the apps to your Pace Layers/ persona map ENGAGE TRANSACT FULFILL SERVICE MANAGE 1. Systems of innovation 2. Systems of differentiation 3. Systems of record Mobile & Application Dev Personalization AIB Testing Event Management Electronic Signature Onboarding & Education Voice of the Customer Field Service Influence Manage- ment Gamifi- cation & Loyalty Social Media Marketing Marketing Automation Opportunity Management Content Management CPQ eCommerce & Shopping Cart Management Cross- Sell/Upsell Fulfillment App Call Center Customer Service & Self-Service Subscription Renewal Communities Analytics & BI Customer Data & Relationship Management Omni-Channel Management Security & Identity Management Integration & API Management
  47. 47. That’s it! Now let’s quickly review the process.
  48. 48. How do you establish a CX technology strategy? 3 steps: persona methodology, Gartner’s Pace Layering, disposable apps Where do you invest time/money/people? In establishing your infrastructure (i.e., money and time) & experimenting in your systems of innovation (i.e., time and people)
  49. 49. Bam! Now you have a strategy and direction. But that’s only the beginning…
  50. 50. ANDY LIN Irvine, CA alin@appirio.com @alin_appirio ASHLEY STEPIEN Carmel, CA astepien@appirio.com @Ash_Said_So What happens next? Let's talk! Contact us to get started on your CX Strategy today! We're ready to help you on your journey.

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