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The Future of Customer Experience is Orchestrated Engagement
Speaker: Cindy Zhou, VP & Principal Analyst @ Constellation Research
The Future of Customer Experience is Orchestrated Engagement
- 1. The Future ofCustomer Experience is Orchestrated Engagement Cindy Zhou @cindy_zhou Vice President & Principal Analyst, Constellation Research #MKTGNation
- 2. © 2010-2018 ConstellationResearch, Inc. All rights reserved. Customer Engagement and Sales is harder than ever before © 2010-2018 Constellation Research, Inc. All rights reserved. • 29% of Big Decisions not made by the C-Suite* • 83% of non C-Suite influences B2B purchase decisions* • Number of decision makers involved in a purchase • has increased from 5 to 7 people • 53% of mobile websites are abandoned if pages take longer than 3 seconds to load *Constellation averages @cindy_zhou #MKTGNation
- 3. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 3 Who are the New Buyers and Influencers? @cindy_zhou #MKTGNation • Digitally-savvy millennials and generation Z • Search-driven in both their personal and professional life • Want to engage on channels convenient to THEM
- 4. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 4 Buyers EXPECT You to Know Their Needs and Engage Appropriately @cindy_zhou • They share information, but expect you to use it wisely • They want personalization, but don’t be creepy • They evaluate the overall experience with your organization and brand #MKTGNation
- 5. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 5 Control is in the Customer’s Hands © 2010-2018 Constellation Research, Inc. All rights reserved.
- 6. © 2010-2018 ConstellationResearch, Inc. All rights reserved. It’s A Mobile First World One device has replaced over 30 gadgets 6 Image Source: CATO Institute @cindy_zhou #MKTGNation
- 7. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 7 Customers loved Starbucks Unicorn Frappuccino and created a social sensation @cindy_zhou #MKTGNation
- 8. © 2010-2018 ConstellationResearch, Inc. All rights reserved. But when it goes bad, it’s amplified
- 9. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 9 Customers EXPECT A Consistent Cross-Channel Experience *Image Source: ChaiOne @cindy_zhou #MKTGNation 60% of US Mobile Device Users Own More than 1; 28% Own 3 or More Devices
- 10. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 9% 37% 28% 26% 0% 5% 10% 15% 20% 25% 30% 35% 40% D. Ensuring front-line service personnel can meet new CX challenges C. Delivering to customers a consistent multi- channel experience B. Utilizing technology effectively (Mobile, Social, Data, etc.) A. Understanding buyer trends and shift in customer expectations What aspect of customer experience is your organization most concerned with? Percent of Respondents *Poll Conducted via Live Stream Event 9/2017 @cindy_zhou #MKTGNation
- 11. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 11 Dizzying MarTech and SalesTech Landscape Creating New Problems *image source: Chiefmartec, Nicolas De Kouchkovsky
- 12. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 12 How many CX technologies do you use? 5% 24% 53% 18% 0% 10% 20% 30% 40% 50% 60% Up to 10 Between 11-20 Between 21-30 Over 30 Percent of Respondents n = 106 @cindy_zhou #MKTGNation
- 13. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 13 Fragmentation Leads to Data Blind Spots @cindy_zhou #MKTGNation
- 14. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 14
- 15. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 15 @cindy_zhou #MKTGNation
- 16. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 16 GDPR Privacy Regulation Compounds the Problem @cindy_zhou #MKTGNation
- 17. © 2010-2018 ConstellationResearch, Inc. All rights reserved. More technology is not the answer, it’s how you use it. 17@cindy_zhou #MKTGNation
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- 19. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 19 Shift from Systems of Record to Engagement @cindy_zhou@cindy_zhou #MKTGNation The technology has to enable understanding the customer across online & offline touch points
- 20. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 20 Context provides relevancy from real time to right time ContextRoles Relation- ships Time Location Knowledge Weather Business process Sentiment Intent @cindy_zhou #MKTGNation
- 21. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 21 Orchestrated Engagement Starts With Design Thinking – Focus on Customer Outcomes @cindy_zhou #MKTGNation
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- 23. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 23 Major Department Store Successfully Bridges Physical and Digital to Increase Sales • Company leveraged mobile app push notifications to re-engage add- to-cart shoppers from the retailer’s website who are 1,000 feet from a brick and mortar store. • Success Metrics: • 7% conversion of in-store purchases from notifications • 15% increase in AOV for in-store purchase @cindy_zhou #MKTGNation
- 24. © 2010-2018 ConstellationResearch, Inc. All rights reserved. 24 Domino’s Pizza Focused on Digital Experiences to Transform Their Business Image credit: Domino’s, Motley Fool
- 25. © 2010-2016 ConstellationResearch, Inc. All rights reserved.© 2010-2018 Constellation Research, Inc. All rights reserved. Summary 25 • Customer expectations are changing • Control is in the customer’s hands • Data is the connective tissue • Shift from systems of record to engagement • Orchestrating engagement can lead to powerful business transformation @cindy_zhou #MKTGNation
- 26. You ARE theFEARLESS Marketer! @cindy_zhou #MKTGNation
- 27. @cindy_zhou #MKTGNation Email: cindy@constellationr.com Linkedin:linkedin.com/in/cindyzhou Learn more: www.constellationr.com