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#IDCDirections
Using Data to Transform the
Customer Experience
Michael Fauscette
GVP, SBS
@mfauscette
www.mfauscette.me
#IDCDirections © IDC 2015
Technology Enables Businesses to
Modernize…
Customer Experience
Workforce
Commerce
Business Networks
Innovation
#IDCDirections © IDC 2015
Democratizing Data
Data: From “Big” to “Smart” to “Small”
#IDCDirections © IDC 2015 4
What do Customers Want?
Source: IDC CXIT Survey, Feb 2015
3 Most Important Factors in Achieving a Superior Customer Experience
Dynamic
Marketing
Consistent
experience
across
channels
Capable,
motivated
personnel
Collaboration
among
employees,
customers,
partners,
suppliers
Account reps
with strong
knowledge of
customer
Excellent self-
service
capabilities on
web or mobile
apps
In-store/
branch
experience
Flexibility to
manage
expectations
Presence across
communication
channels,
including mobile
devices, social
network, chat,…
Alignment of
processes
ensure that
relevant
information is
available and
shared
PercentageofRespondents
#IDCDirections © IDC 2015 5
How Do They “Engage”?
Source: IDC CXIT Survey, Feb 2015
Social Networks
Websites/Portals/
eCommerce
Email
#IDCDirections © IDC 2015 6
Why is This So Difficult?
Source: IDC CXIT Survey, Feb 2015, N= 423
Q2. In your opinion, what are the top 3 challenges for your organization in delivering a superior
experience to your customers?
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Leveraging service agents for up sell and cross sell opportunities
Listening and responding to social network inquiries
Utilizing social media interaction data to identify trends
Aligning partners, suppliers, etc… to corporate messaging and
Proper employee training
Finding and keeping qualified customer representatives
Hiring the right employees
Ensuring a unified view of customer among employees/partners, etc…
Utilizing customer data to identify trends
Ensuring that inquiries are responded to and documented
Delivering consistent experience across channels
#IDCDirections © IDC 2015
Listening
Transactions
Data Clouds
Data Sources
#IDCDirections © IDC 2015
Sales Marketing
Service Finance
Operations
Critical Business Functions
#IDCDirections © IDC 2015 9
The CX Model
Community
Need Brand
Awareness
Education
Evaluation
Decision Purchase Advocate
Data:
•  Listening
•  Transactions
•  Data Clouds
#IDCDirections © IDC 2015
Predictive to…
Prescriptive
Moving from Reactive to
#IDCDirections © IDC 2015 11
What Are We Doing With The Data?
Marketing
Sales
Customer Service
The “Back” Office
#IDCDirections © IDC 2015
People + Data + Assistive Tech (CI/AI) + Work Context & Flow
People-centric Networks
Doing Something With the Data
#IDCDirections © IDC 2015
13
N=510, Source: IDC Workforce Transformation Survey, February 2015
What do you believe will be the most important business priority for your organization in 12 months
from now?
0% 5% 10% 15% 20% 25%
DON'T KNOW
GENERATE LEADS
INTERACT WITH INTERNAL BUSINESS COLLEAGUES
GATHER FEEDBACK OR IDEAS FROM EXTERNAL AUDIENCES
RECRUIT FOR JOBS AND NEW TALENT
GATHER FEEDBACK OR IDEAS FROM INTERNAL SOURCES
INTERACT WITH EXTERNAL AUDIENCES
ADVERTISE NEW PRODUCTS OR SERVICES
BUILD STRONG RELATIONSHIPS WITH EMPLOYEES
GENERATE REVENUE THROUGH DIRECT SALES
OFFER CUSTOMER SERVICE AND SUPPORT
GATHER INFORMATION ABOUT NEW PRODUCTS AND/OR SERVICES
PROMOTE YOUR COMPANY, PRODUCT AND/OR BRAND
BUILD STRONG RELATIONSHIPS WITH CUSTOMERS
What are Companies Doing?
#IDCDirections © IDC 2015 14
What are Companies Doing?
Q11. What are the major customer experience 'tasks' or interactions (or reasons) through which your
customers engage with you? Please select all that apply
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Marketing responses
Social media responses
Interacting with store personnel
Purchasing product online
Interacting with sales representatives
Product availability
Interacting with contract center agents
Purchasing product at physical locations
Sales related
Contract questions
Support questions
Customer enrollment/onboarding
Billing and payment
Shipping information
Ask questions in online community
Product service or support
Pricing questions
Source: IDC CXIT Survey, Feb 2015, N=809
#IDCDirections © IDC 2015
Mobile Experiences
New Technologies for Context: Proximity
Marketing
#IDCDirections © IDC 2015
Takeaways
§  Data: Big to Smart to
Small
§  People-centric Networks
§  Assistive Technology
§  CX is “Whole” Company
§  Prescriptions
#IDCDirections © IDC 2015
Michael Fauscette
Group Vice President
Software Business Solutions
mfauscette@idc.com
Blog: www.mfauscette.com
@mfauscette
about.me: www.mfauscette.me

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Using Data to Transform the Customer Experience

  • 1. #IDCDirections Using Data to Transform the Customer Experience Michael Fauscette GVP, SBS @mfauscette www.mfauscette.me
  • 2. #IDCDirections © IDC 2015 Technology Enables Businesses to Modernize… Customer Experience Workforce Commerce Business Networks Innovation
  • 3. #IDCDirections © IDC 2015 Democratizing Data Data: From “Big” to “Smart” to “Small”
  • 4. #IDCDirections © IDC 2015 4 What do Customers Want? Source: IDC CXIT Survey, Feb 2015 3 Most Important Factors in Achieving a Superior Customer Experience Dynamic Marketing Consistent experience across channels Capable, motivated personnel Collaboration among employees, customers, partners, suppliers Account reps with strong knowledge of customer Excellent self- service capabilities on web or mobile apps In-store/ branch experience Flexibility to manage expectations Presence across communication channels, including mobile devices, social network, chat,… Alignment of processes ensure that relevant information is available and shared PercentageofRespondents
  • 5. #IDCDirections © IDC 2015 5 How Do They “Engage”? Source: IDC CXIT Survey, Feb 2015 Social Networks Websites/Portals/ eCommerce Email
  • 6. #IDCDirections © IDC 2015 6 Why is This So Difficult? Source: IDC CXIT Survey, Feb 2015, N= 423 Q2. In your opinion, what are the top 3 challenges for your organization in delivering a superior experience to your customers? 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% Leveraging service agents for up sell and cross sell opportunities Listening and responding to social network inquiries Utilizing social media interaction data to identify trends Aligning partners, suppliers, etc… to corporate messaging and Proper employee training Finding and keeping qualified customer representatives Hiring the right employees Ensuring a unified view of customer among employees/partners, etc… Utilizing customer data to identify trends Ensuring that inquiries are responded to and documented Delivering consistent experience across channels
  • 7. #IDCDirections © IDC 2015 Listening Transactions Data Clouds Data Sources
  • 8. #IDCDirections © IDC 2015 Sales Marketing Service Finance Operations Critical Business Functions
  • 9. #IDCDirections © IDC 2015 9 The CX Model Community Need Brand Awareness Education Evaluation Decision Purchase Advocate Data: •  Listening •  Transactions •  Data Clouds
  • 10. #IDCDirections © IDC 2015 Predictive to… Prescriptive Moving from Reactive to
  • 11. #IDCDirections © IDC 2015 11 What Are We Doing With The Data? Marketing Sales Customer Service The “Back” Office
  • 12. #IDCDirections © IDC 2015 People + Data + Assistive Tech (CI/AI) + Work Context & Flow People-centric Networks Doing Something With the Data
  • 13. #IDCDirections © IDC 2015 13 N=510, Source: IDC Workforce Transformation Survey, February 2015 What do you believe will be the most important business priority for your organization in 12 months from now? 0% 5% 10% 15% 20% 25% DON'T KNOW GENERATE LEADS INTERACT WITH INTERNAL BUSINESS COLLEAGUES GATHER FEEDBACK OR IDEAS FROM EXTERNAL AUDIENCES RECRUIT FOR JOBS AND NEW TALENT GATHER FEEDBACK OR IDEAS FROM INTERNAL SOURCES INTERACT WITH EXTERNAL AUDIENCES ADVERTISE NEW PRODUCTS OR SERVICES BUILD STRONG RELATIONSHIPS WITH EMPLOYEES GENERATE REVENUE THROUGH DIRECT SALES OFFER CUSTOMER SERVICE AND SUPPORT GATHER INFORMATION ABOUT NEW PRODUCTS AND/OR SERVICES PROMOTE YOUR COMPANY, PRODUCT AND/OR BRAND BUILD STRONG RELATIONSHIPS WITH CUSTOMERS What are Companies Doing?
  • 14. #IDCDirections © IDC 2015 14 What are Companies Doing? Q11. What are the major customer experience 'tasks' or interactions (or reasons) through which your customers engage with you? Please select all that apply 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Marketing responses Social media responses Interacting with store personnel Purchasing product online Interacting with sales representatives Product availability Interacting with contract center agents Purchasing product at physical locations Sales related Contract questions Support questions Customer enrollment/onboarding Billing and payment Shipping information Ask questions in online community Product service or support Pricing questions Source: IDC CXIT Survey, Feb 2015, N=809
  • 15. #IDCDirections © IDC 2015 Mobile Experiences New Technologies for Context: Proximity Marketing
  • 16. #IDCDirections © IDC 2015 Takeaways §  Data: Big to Smart to Small §  People-centric Networks §  Assistive Technology §  CX is “Whole” Company §  Prescriptions
  • 17. #IDCDirections © IDC 2015 Michael Fauscette Group Vice President Software Business Solutions mfauscette@idc.com Blog: www.mfauscette.com @mfauscette about.me: www.mfauscette.me