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IMPROVE CUSTOMERENGAGEMENT WITH ANINTELLIGENT APPLICATIONSTRATEGYBruno GuicardiPresident North America

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The World in 2020:an exercise...

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The world in 20201) How will technology affect the business?a› The pervasive natureof technology will reduceits ability to be a truedifferentiator.b› Technology willbe central tocustomerengagement,businessdifferentiation, andagility.

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The world in 20202) How will companies architect and deploytheir business solutions?a› Enterprise IT will stilldesign, manage, andown their applicationsand infrastructure.b› external as- a-serviceproviders deliver thebulks of apps , with ITplaying the role oforchestrator

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The world in 20203) How much influence will technology have oncustomers?a› Not much.Technology savvyusers will flipthrough serviceswith no specialloyaltyb› Customers willstill value richexperiences withbrands and stickwith the mostconvenient andmeaningful

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Back to the present...

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the onlyconstant isYour customer is aPeak experiences create everexpectations

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The Doctor Is In(Well, Logged In)

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Where we are todaySourcingstrategyCustomerExperienceERPSystemsConsolidationBiz AlignmentVirtualizationServicescatalogDigital SecurityAgileInfrastructureIntegrationSOA PortfolioMgmtCOBITServiceDeskBIIntranet

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"The perpetually connected user:The expectation that any desired informationor service is available, on any appropriatedevice, in context, at a person’s moment ofneed."-- Forrester Researchciandt.com

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Customer-facing AppsTransaction-based / Backend AppsHow different?- Uncertainty!- Scale!- Stability- Predictability

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Traditional approachescant keep up with therace pace...... of ever changing technologyand customer behavior.

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An intelligent app strategy...

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One user journey: several touch points

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Several touch points: several outcomes

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Another user journey: different touch points

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An intelligent app strategy should:... and find the patterns that doexist!Listencontinuously toyour customers.Learnabout their behavior,sentiment, history,localization, wishesand contextTalkto their needs andexpectations andengage!Onlythen...

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Correlations:- demographics- successfuljourney steps- bounce steps- outliers

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patterns: opportunities to maximize customerengagement (happiness and conversion)

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What happened?DescriptiveAnalyticsWhy did it happen?DiagnosticAnalyticsWhat will happen?PredictiveAnalyticsHow can we make it happen?PrescriptiveAnalytics

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WebMobileRepsTabletsSocialMediaCRME-DetailingAnalyticsPrescription ActionsPredictionsInsightsTalk Learn Listen

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What boils down...- Your increasingly demanding customer is amoving target- IT can perform a key role helping thebusiness gain insight in this complexscenario- Stop playing catch up and leapfrog tofuture now!

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How can we help?>>> 10+ years working on Apps forCustomer Engagement for Fortune 50companies>>> 500+ web properties (desktop andmobile) developed and maintained>>> 350+ people constantly working inengagements worldwide

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Thank you!!!!Bruno Guicardibruno@ciandt.com@brunogn