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Analyst Webinar: Doing a 180 on Customer 360

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451 Research Analyst Sheryl Kingstone, and Cloudera’s Steve Totman recently discussed how a growing number of organizations are replacing legacy Customer 360 systems with Customer Insights Platforms.

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Analyst Webinar: Doing a 180 on Customer 360

  1. 1. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Doing a 180 on Customer 360
  2. 2. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 2 Presenters Steven Totman @StevenTotman Global Financial Services and Solutions Industry Lead Sheryl Kingstone @skingstone Research Vice President - Customer Experience & Commerce
  3. 3. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Pitfalls of Legacy Customer 360 applications New Technologies to Cultivate Customer Insights Identify Best Practices to Improve the Customer Journey Q&A
  4. 4. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 3 BUSINESSES MUST RESPOND TO THE PACE OF CHANGE
  5. 5. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Digital transformation is about the application and exploitation of technology in all aspects of an organization’s activity. … Success isn't only about the technology. It’s about rethinking strategy, culture, talent, operating models and processes. ˈdɪdʒɪt(ə)l/ adjective ˌtransfəˈmeɪʃ(ə)n nounDigital Transformation
  6. 6. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Reducing customer friction points 30% Managing data growth Simplifying operations to eliminate manual and paper-based processes 34%42% Pain points driving digital transformation
  7. 7. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 13 THOSE WHO OWN THE DATA WILL WIN EVERYONE ELSE WILL PAY FOR ACCESS TO IT
  8. 8. 8© Cloudera, Inc. All rights reserved. The most valuable companies are data-driven 0 200 400 600 800 1,000 1,200 1,400 1,600 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Market capitalization normalized growth ($B) 2007- 2017 Apple Google Microsoft Facebook Amazon S&P 500 Normalized 2007 =100
  9. 9. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Focusing on processes from the outside in is required in today’s complex customer journey
  10. 10. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved.
  11. 11. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved.
  12. 12. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Leaders embrace intelligent business applications and cloud to enhance ability to innovate Source: 451 Research’s 1H 2017 Voice of the Connected User Landscape: Corporate Mobility and Digital Transformation Survey, n= >500 ~30% IT and 70% line-of-business decision-makers
  13. 13. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Digital leaders capitalize on data and connected experiences to reimagine the future 89% are interested in using transaction data correlated with customer profile data for better offers and promotions 86% are interested in using machine learning to create personalized customer experiences 77% are interested in using location-based data correlated with customer profile data for contextually relevant communications
  14. 14. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Key CX use cases Micro-segmentation & targeting B2B prospect hub Attribution & retention Abandoned shopping cart analysis Customer journey optimization Customer survey & feedback analytics Matching anonymous web visitors to customers Deeper customer intelligence in CRM Personalized customer service Unified commerce
  15. 15. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Understanding alphabet soup
  16. 16. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. IT vs LOB finger-pointing and status quo must change Fragmented Customer DataIT’s Status Quo “We have a platform” Business’ Status Quo “Just do it” MDM and Data Warehouses Primarily structured data, designed to be system of record Data Lakes and Hadoop A dumping ground for data, not connected into business context IT approaches try to consolidate everything, but are designed to solve IT problems and address ALL data domains rather than solving real business problems. Data Visualization Tools An empty tool, designed to create dashboards Customer Analytics Tools Sophisticated analytics but poor data management, fragmented analytic types = disconnected insights Customer Data Platforms Easy to use SaaS offering but a black box for marketing with less robust machine learning Business approaches involve going outside of IT for the sake of ‘getting it done,’ but rush and underestimate data management. They have the wrong data for analysis and the wrong insights. CRM Systems of record designed for operational sales, marketing or service use cases
  17. 17. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Opportunity lost Customer Data Management …with self-service access to critical marketing data sources… ...build improved campaigns... BUT failed to capitalize on other use cases for customer service and commerce …with incomplete customer data from the data warehouse… …identified propensity to churn… BUT failed to unearth leading indicators, resulting in untimely predictions and inability to act Customer Analytic Tools …with un- synthesized customer data… …identified a cross- sell opportunity… BUT failed to do proper customer matching, resulting in duplicate offers and a lower response rate Data LakeMDM …with only structured master customer data… …prioritized service queues… BUT failed to factor in all customer data and relationships, resulting in providing poor service levels to valuable clients Visualization …with beautiful charts and graphs… …identified what-if scenarios… BUT failed to provide prescriptive insight and was only as good as the data driving it CRM …with customer profile data… …identified opportunities, campaigns and cases… BUT …failed to provide the next best action based on the full 360
  18. 18. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Today’s requirements for a true 360° view of the customer Demographics Contact details Products owned Social posts and profiles Relationships Service requests Interactions Transactions Sentiment Life events Personality Proximity and location events Inferred demographics (occupation, etc.) Customer journey insights Churn, risk and value Alerts Influencers
  19. 19. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Customer intelligence platforms for delivering contextual experiences
  20. 20. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. How is the market unfolding?
  21. 21. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Hybrid cloud Customer journey engagement Transparent data architecture Empowers IT and LOB collaboration Identity and machine learning synthesis Line of business data scientist Key areas of differentiation depend on maturity CDP SaaS Cross-channel marketing Black box Shadow IT Probabilistic matching/ID tagging Marketing user CIP Richer streaming real-time intelligenceMix of slow and fast
  22. 22. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. How: How is a CIP different than what I have? A CIP brings new capabilities to your solution architecture that complement those existing investments 1. Synthesis 2. Perspectives 3. Actionable insight
  23. 23. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. 451RESEARCH.COM ©2018 451 Research. All Rights Reserved. Where machine learning/artificial intelligence can help customer engagement
  24. 24. 24© Cloudera, Inc. All rights reserved. PATTERN RECOGNITIO N ANOMALY DETECTIO N PREDICTION SELF-SERVICE INTELLIGENCE SECURE REPORTING REAL-TIME ANALYTICS MACHINE LEARNING ANALYTICS Enterprise-proven machine learning and analytics 700+CUSTOMERS RUN ON 750+CUSTOMERS RUN ON
  25. 25. © Cloudera, Inc. All rights reserved.Big Data Analytics +-^x Data Science = ML ? AI The preferred path to customer insights
  26. 26. 26© Cloudera, Inc. All rights reserved. the modern platform for machine learning and analytics optimized for the cloud ENTERPRISE GRADE  Secure  Performant  Compliant SCALABLE  Elastic  Cost-effective  Lower TCO RUNS ANYWHERE  Cloud  Multi-cloud  On-premises
  27. 27. 27© Cloudera, Inc. All rights reserved. Start with Customer <180 • Think Big • Start Smart • Iterate Often
  28. 28. 28© Cloudera, Inc. All rights reserved. Churn Prevention & Customer Retention Targeted Marketing & Personalization Proactive Care • Churn Modeling & Prediction • Rotational/ Social Churn • Customer Lifetime Value • Sentiment Analytics • Price Elasticity Modeling • Customer micro-segmentation • Next Best Offer • Campaign Analytics • Geo-Location Analytics • Recommendation Models • Proactive Care Dashboard • Customer Lifetime Value • Subscriber Analytics • QoS Analytics • Real-Time Alerts Customer 360 specific use cases
  29. 29. 29© Cloudera, Inc. All rights reserved. Cloudera enables customers to successfully use Customer 360 5-10% reduction in customer churn 300% increase in email campaign response rates 230% increase in purchases for targeted shoppers 17% increase in in-store sales >300% increase in customer conversion rates $100 mil savings through the use of campaign performance insights Leading North American Retailer exceeded 36 month membership target in 17 months reduced time to refresh sales data from weekly to every five minutes
  30. 30. 30© Cloudera, Inc. All rights reserved. CLOUDERA ENTERPRISE DATA PLATFORM The modern platform for machine learning and analytics optimized for the cloud HDFS WORKLOAD S DATA SCIENCE DATA WAREHOUS E OPERATIONA L DATABASE DATA ENGINEERIN G 3RD PARTY SERVICES COMMON SERVICES SECURITY GOVERNANCE LIFECYCLE MANAGEMENT CONTROL PLANE DATA CATALOG STORAGE KUDU Microsoft ADLS Amazon S3
  31. 31. 31© Cloudera, Inc. All rights reserved. Customer 360 powered by Zero2Hero
  32. 32. 32© Cloudera, Inc. All rights reserved. Interested in learning more? • Cloudera Vision Blog • Cloudera Solutions Gallery & Microsoft Azure Marketplace • November 28th webinar • January 10th webinar • customer360@cloudera.com
  33. 33. © Cloudera, Inc. All rights reserved. Thank You customer360@cloudera.com

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