How to drive an agile customer centric organization starts with customer experience. Customers want organizations to understand what they need to be successful in their context. Social Media also plays a key role engaging customers in a meaningful way.

1. How to drive an agile, customer
centric organization
Jennifer McCredie, Senior Vice President | Customer Experience Office

2. The End Is Near
70% of Fortune 1000 companies will be replaced in the next few years. 40% of
the Fortune 500 companies in 2000 were no longer there in 2010.
– Edward E. Lauder, Built For Change
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3. The need to change
Changing the mindset from you to the customer
FROM
“I want to sell my product”.
TO
“I want to solve these problems for this set of
customers.”
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4. WOM
 According to research by Nielsen, 92 percent of people
trust recommendations from friends and family more than
all other forms of marketing.
 More powerful than any other influence in the
buyer’s journey
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6. Today’s market realities demand that B2B CMOs
replace internal sales-driven marketing funnels with a
customer-centric approach that aligns with the ways
customers now make purchase decisions.
- Forrester Research
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7. MOVING BEYOND THE FUNNEL
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8. Where to start?
How do you measure feelings that customers have about
your company?
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10. Too much noise.. too many conversations
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11. The need to simplify
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12. Customer Experience Is a Priority for CMOs
SiriusPerspective:
Marketing roles are emerging as a result of changing buyer journeys and sales
needs; new roles and skills require planning.
“The customer experience
begins before they are a
customer and kicks into
high gear once they
become one.”
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13. Buyer’s Journey Is Just the Start
Time in Buyer’s Journey:
3 to 18 Months
Time as Customer:
1 to 10+ Years
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14. Customer Retention is the new Demand Creation
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15. So…how do you
like working
with ACME?
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16. They were really
strong during the sales
process but it is hard to
get any quality
support now
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17. Which needs to be changed to…
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18. So…how do you
like working
with ACME?
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19. They really understand
what I am trying to achieve.
I know that my success
working with them will help
me get the promotion
I have been wanting.
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20. Wow – that sounds
fantastic!! Can I get
the name of the
person at ACME
you are working with?
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21. Me too – tell
me more!
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22. How can you help your
customers be Awesome??
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23. We need to understand what they are trying to
achieve in their context
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24. So that when they are successful they will
share their experience
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25. It’s not about
 You
 Your company
 What you are selling
 How cool you are
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26. It’s about
 Making the customer a
Hero
 Making them successful in
their lives
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27. You need to:
Define a customer experience that will attract them and
keep them loyal
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28. How do you manage the entire
customer lifecycle?
 Shift our thinking beyond the funnel
 What happens AFTER the sale needs to be a
differentiated experience
 Orchestrating the customer experience across all of
the departments
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31. Background
 Largest software company in Canada
 Over 20 years old
 Started by professors as a spin-off of the University of Waterloo
 Now we are $1.5B in revenue and 5,500 staff in 140 countries
 We have over 50,000 customers globally
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32. Word of Mouth
 Help your customers share their stories
 Help your customers become advocates
 Create communities and customer events where
customers can share with each other
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33. Beyond the Funnel Take aways
 Step back and look at the entire customer lifecycle
and not just the funnel
 Take the customer’s point of view
 Understand their dreams and desires
 Become partners in the journey
 Make your customer the hero
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34. www.opentext.com
twitter.com/opentext
facebook.com/opentext
linkedin.com/company/opentext