Evolving from Marketing Ops to CX Ops: A Path to Enlightenment for the AI-Phobic

Evolving from Marketing Ops to CX Ops:
A Path to Enlightenment for the AI-Phobic
Gerry Murray
Research Director
April 2018
© IDC

 The Ultimate Disruption
• The convergence of AI, Commerce and Consent
• Marketing in a World of Constantly Rising Customer Expectations
 CX Ops
• Across Marketing
• Across the Enterprise
 Where are we now?
• Stats from 670 US large enterprises
 Next Steps
• The Marketer’s CX Journey
• Action Plan
CX Ops Agenda
© IDC Visit us at IDC.com and
follow us on Twitter: @IDC

WHY (Part 1)
The Convergence of
Artificial Intelligence,
Commerce,
and Consent
4© IDC Visit us at IDC.com and follow us on
Twitter: @IDC

Like the Internet and smart phones before
it, AI will completely change customer
behavior and brand preferences.
5© IDC
The Ultimate Disruption

“The most profound technologies are those that
disappear. They weave themselves into the fabric of
everyday life until they are indistinguishable from it.”
Mark Weiser
6© IDC
The Ultimate Disruption

Conversational Commerce
Swipe to select, add to cart

Conversational Consent
What just happened? 2 (or 3) profound things:
1. I declared CONSENT to be REMINDED to buy
a specific product at a specific time
2. I declared INTENT to BUY a specific product
at a specific time
3. I MAY authorize my bot to buy it
AUTOMATICALLY
It’s going to be THAT EASY!!!!
AI’s cultural tipping point for consumers and
brands, customers and marketers
Yes

The Consent Economy: A philosophical leap for
brands
Data is the new oil (NOT!!) Consent is the new currency
1. Without consent, customer data is worthless.
2. As people gain greater awareness of the value of
consent, they will demand more from brands.
3. Data stewardship and consent management will drive
brand preference.
4. It will be obvious which approach your brand takes.
5. The consent and authentication layer of the economy
will be the next very big thing.
The idea that customer data is a
natural resource to be owned,
extracted and exploited by business is
the first step on the road to bad
customer experience and brand
destruction.

The Consent Economy: aka Zuckerberg’s Dilemma
Data is the new oil (NOT!!) Consent is the new currency
1. Without consent, customer data is worthless.
2. As people gain greater awareness of the value of
consent, they will demand more from brands.
3. Data stewardship and consent management will drive
brand preference.
4. It will be obvious which approach your brand takes.
5. The consent and authentication layer of the economy
will be the next very big thing.
The idea that customer data is a
natural resource to be owned,
extracted and exploited by business is
the first step on the road to bad
customer experience and brand
destruction.
?

WHY (Part 2)
Marketing in a World of
Constantly Rising
Customer Expectations
Twitter: @IDC

Brands are SPENDING
$20+ BILLION
a year on martech …
WW Marketing Software Spend,
2014-2018 (US $B)

… so what are YOUR
CUSTOMERS
getting out of it?
2014-2018 ($B USD)
2014-2018 (US $B)

Thanks.
Less frequent, more relevant
MESSAGING?

Doing the
SAME OLD
MARKETING
(better, faster, cheaper)
doesn’t cut it.
Low
High
Time

© IDC 19
Hierarchy of Customer Expectations
Personalization
“I expect you to …”
…
communicate
on my terms

© IDC 20
Prescriptive
Action
… anticipate my
needs

© IDC 21
Continuity of
Service
… know my whole
relationship with
you

© IDC 22
Mentor Marketing
… improve my
personal and
professional life
Customers expect more from marketing than just “marketing”.

Even if you dump your data into a lake don’t expect someone to go out
and catch you a fish.
Data is use case based.
© IDC 23
The Great Data Lake Mistake

CX OPS
Data is the sword to solve
the Gordian knot of
customer experience
Twitter: @IDC

CX Ops Across Marketing
Events
Website
Email
Social
Mobile
Advertising
 Data is connective tissue
between roles
 Events knows which
sessions every person
attended – stronger signals
than social streams
 Social can monitor streams
during the event to reward
influencers and help
anyone not having a good
time.
Customer:
• Identity
• Data
• Consen
t

CX Ops Across the Enterprise
Call center says
“γεια σας “
Services says
“您好 “
Operations
says “‫"שלום‬
Sales says
“hola”
Finance says
“cześć”
Marketing says
“hello”
 Data as connective tissue
between departments
Customer:
• Identity
• Data
• Consen
t

CX Ops Across the Enterprise
Marketing Gives Marketing Gets
Ecommerce Predictive demand models Inventory over/under status
Finance
30-60-90 day renewal
campaign data
Subscription expiry dates
Product Dev
Use case validation and
trends
Product usage telemetry
Inside Sales
Account based social
network analysis
Content effectiveness feedback
Customer
Service
Look alike analysis for
upselling
Service activity by
persona/account type

CX Ops – It’s all about data and consent
management
© IDC Visit us at IDC.com and follow us on Twitter: @IDC 28
CEO
CX LEADER
Customer Experience, Data and Consent Governance Council
Customer Experience, Data and Consent Stewardship Community
CX TEAM
~B2C ~B2B
MKTG SALES/POS COMMERCE FINANCE OPERATIONS FULFILLMENT SUPPORT ETC.

 CX team leadership and resources should reflect where
customers say they get the most value.
 Someone has to lead but beware, ownership is a silo
 CX should be a collective effort with balanced contributions
and shared metrics
 How does each function improve every other function?
© IDC 29
CX Ops - Guidance

WHERE ARE WE NOW?
Stats from 670
US large enterprises
(1,000+ emps)
Twitter: @IDC

© IDC 31
CX Initiative and Tech Budget
81% 83%
0%
20%
40%
60%
80%
100%
No plans Ongoing
initiative
Planned in next
12 months
Planned in 12 to
24 months
CX - budget
(y/n)
Do you have a CX initiative? Does your CX Team have a tech budget?
 Source: IDC’s 2017 “Next Tech” Survey of Marketing and MarTech
 N=670 US companies, 1,000+ employees in Retail, CPG Mfg, Consumer Banks,
Travel/Hospitality, Securities/Investment Services

© IDC 32
Departments involved in CX
73%
66%
60% 57%
41%
36% 33%
0%
0%
20%
40%
60%
80%
100%
Service Sales CX Mktg Customer
success
Contact
center
Product/
Service Dev
Other
Average is 4, long way to go
 Which areas are or will be formally involved in your customer experience initiative and how many areas are involved?
Measure of frequency, not importance which varies by industry

© IDC 33
CX is a primary driver for MarTech Spend
45%
19% 16%
29%
33%
23%
0%
20%
40%
60%
80%
100%
CX ABM AI
CX - Primary all CX - Primary some

NEXT STEPS
Marketer’s CX Journey
and Action Plan
Twitter: @IDC

MARKETERS CUSTOMERS
© IDC 35
The Marketer’s CX Journey
Who really cares about the things you’re competing on?
Go to market Volume Value
Customer Context Continuity
Branding Messaging Mentoring
Analytics Data Consent

 Customers expect more from marketing than just “marketing”
• How are you going to leverage your position at the center of your
customer universe?
 Get going!!!!!
• You don’t want to be on the low end of the customer expectation
curve.
 Beware, CX ownership is a silo
• CX Ops is really about helping each function enhance the ability of
all other functions to improve CX collectively
 Tech + Data = Community
• Exchange customer attributes to support specific use cases
Action Plan

For More Information
LinkedIn
https://www.linkedin.com/company/id
c
Twitter
https://twitter.com/@IDC
www.idc.com
Gerry Murray
gmurray@idc.com
https://www.linkedin.com/gerrymurray

Evolving from Marketing Ops to CX Ops: A Path to Enlightenment for the AI-Phobic

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