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Redefine The Customer Journey
Alan J. Porter | Sr. Customer Experience Evangelist
November 16, 2016 | DX Summit | Chicago
OpenText Confidential. ©2016 All Rights Reserved. 3
Is the cost of bad customer
service in the world per year
American Express Survey 3
$338.5
Billion
OpenText Confidential. ©2016 All Rights Reserved. 4
Hello! I am…
Your
Customer
OpenText Confidential. ©2016 All Rights Reserved. 5
Marketing Activities
Squeeze Pages
Opt-in Offers
Email Follow-ups
Offers
Memberships
Loyalty Programs
Customer Specials
Does your customer journey look like this?
AWARENESS
LEADS
PROSPECTS
SALES
BRAND
CREATE
CONTENT
BUILD
OpenText Confidential. ©2016 All Rights Reserved. 6
Do people
in YOUR
POTENTIAL
MARKET know
you exist?
What is it that
YOU DO? Do you
know who your
customers are,
and WHY THEY
NEED YOUR
PRODUCTS?
How easy is it to
DO BUSINESS with
your company?
OpenText Confidential. ©2016 All Rights Reserved. 7
Marketing Activities
Squeeze Pages
Opt-in Offers
Email Follow-ups
Offers
Memberships
Loyalty Programs
Customer Specials
Mission accomplished ??
BRAND
CREATE
CONTENT
BUILD
AWARENESS
LEADS
PROSPECTS
SALES
OpenText Confidential. ©2016 All Rights Reserved. 8
How do you make
it easy for your
customers to SET
UP AND START
USING your
product?
Do you make it
easy for your
customers to OWN
AND OPERATE
your product?
Do you
CONNECT
with them on a
regular basis?
In a digital world
do you use
ANALYTICS AND
TRENDS to be
proactive with
your customers?
Do you
WELCOME
NEW
CUSTOMERS
to your company
and community?
OpenText Confidential. ©2016 All Rights Reserved. 9
Do you
make your good
customers into
GREAT REPEAT
CUSTOMERS?
Do you understand your
customer’s needs well
enough to be
able to ANTICIPATE
WHEN THEY NEED to
upgrade to the latest
iterations of your
services?
Can you identify
what OTHER
PRODUCTS FROM
YOUR PORTFOLIO
will help your
customers meet their
business or personal
needs?
Do you know
how to ATTRACT
THEIR ATTENTION
and inform them
about those other
offerings?
OpenText Confidential. ©2016 All Rights Reserved. 10
THE MOST
IMPORTANT
QUESTION!
Have you built a
solid ongoing
relationship that
means you can
CONTINUE ON
THE CUSTOMER’S
JOURNEY
TOGETHER?
OpenText Confidential. ©2016 All Rights Reserved. 11
Customer Buying Journey
BUY / ACQUIRE OWN / SERVE
OpenText Confidential. ©2016 All Rights Reserved. 12
Internal Processes
BUY / ACQUIRE OWN / SERVE
OpenText Confidential. ©2016 All Rights Reserved. 13
Departments
BUY / ACQUIRE OWN / SERVE
OpenText Confidential. ©2016 All Rights Reserved. 14
Systems and Applications
BUY / ACQUIRE OWN / SERVE
OpenText Confidential. ©2016 All Rights Reserved. 15
Metrics
BUY / ACQUIRE OWN / SERVE
OpenText Confidential. ©2016 All Rights Reserved. 16
The connected customer experience
CONNECTED
CUSTOMER
EXPERIENCE
PROCESS
DEPARTMENTS
SYSTEMS
CUSTOMERSMETRICS
OpenText Confidential. ©2016 All Rights Reserved. 17
And don’t forget, employees have changed, too
Millennials are
largest
generation
75% will be
born digital in
10 years1
Demand ENTERPRISE
APPS match consumer
ease of use
Source: Hartford Business Journal, 2014
OpenText Confidential. ©2016 All Rights Reserved. 18
CUSTOMER PARTNERCUSTOMER CENTRICCUSTOMER AWARE
Customer Experience Maturity Model
Know what
you do
Know what
your
customer
need
Develop
Customer
Personas
SALES CENTRIC
Leads
Prospects
Transactions
Combining
metrics
Cross
department
co-operation
Build data
bridges
MEASUREMENT CENTRIC
Determine KPIs
Content optimization
Omnichannel delivery
SYSTEM CENTRIC
Distinct processes
Integrate sales & support
Analytics
Frictionless
system flow
Voice of the
customer analytics
Customer
life cycle value
EXPERIENCE CENTRIC
Fully mapped customer journey
Easy to do business with on-going relationships
1 2 3
OpenText Confidential. ©2016 All Rights Reserved. 19
Turning Insight Into Action
OpenText Confidential. ©2016 All Rights Reserved. 20
Turning Insight Into Action
Understanding customers - data-driven picture of customers to
create new revenue streams and improve customer retention.
Optimizing customer experience - give customers access to easily
examine their account information and view all of their data – or just the
data they want
Monitoring engagement effectiveness - Easily track, analyze and
gain visibility into which actions produce results.
Predictive Insights - insight into what customers did yesterday and
what they might do today or into tomorrow
OpenText Confidential. ©2016 All Rights Reserved. 21
BUY / ACQUIRE OWN / SERVE
PRINT
Phone
MOBILE
BRAND
WEB
VIDEOMEDIA
COMMERCE
Connect the Continuous Customer Journey to the Digital
Experiences
OpenText Confidential. ©2016 All Rights Reserved. 22
Hello! I am…
Your
Customer
PARTNER
OpenText Confidential. ©2016 All Rights Reserved. 23
www.opentext.com
twitter.com/opentext
facebook.com/opentext
linkedin.com/company/opentext

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Alan Porter - Redefine the Customer Journey

  • 1. Redefine The Customer Journey Alan J. Porter | Sr. Customer Experience Evangelist November 16, 2016 | DX Summit | Chicago
  • 2.
  • 3. OpenText Confidential. ©2016 All Rights Reserved. 3 Is the cost of bad customer service in the world per year American Express Survey 3 $338.5 Billion
  • 4. OpenText Confidential. ©2016 All Rights Reserved. 4 Hello! I am… Your Customer
  • 5. OpenText Confidential. ©2016 All Rights Reserved. 5 Marketing Activities Squeeze Pages Opt-in Offers Email Follow-ups Offers Memberships Loyalty Programs Customer Specials Does your customer journey look like this? AWARENESS LEADS PROSPECTS SALES BRAND CREATE CONTENT BUILD
  • 6. OpenText Confidential. ©2016 All Rights Reserved. 6 Do people in YOUR POTENTIAL MARKET know you exist? What is it that YOU DO? Do you know who your customers are, and WHY THEY NEED YOUR PRODUCTS? How easy is it to DO BUSINESS with your company?
  • 7. OpenText Confidential. ©2016 All Rights Reserved. 7 Marketing Activities Squeeze Pages Opt-in Offers Email Follow-ups Offers Memberships Loyalty Programs Customer Specials Mission accomplished ?? BRAND CREATE CONTENT BUILD AWARENESS LEADS PROSPECTS SALES
  • 8. OpenText Confidential. ©2016 All Rights Reserved. 8 How do you make it easy for your customers to SET UP AND START USING your product? Do you make it easy for your customers to OWN AND OPERATE your product? Do you CONNECT with them on a regular basis? In a digital world do you use ANALYTICS AND TRENDS to be proactive with your customers? Do you WELCOME NEW CUSTOMERS to your company and community?
  • 9. OpenText Confidential. ©2016 All Rights Reserved. 9 Do you make your good customers into GREAT REPEAT CUSTOMERS? Do you understand your customer’s needs well enough to be able to ANTICIPATE WHEN THEY NEED to upgrade to the latest iterations of your services? Can you identify what OTHER PRODUCTS FROM YOUR PORTFOLIO will help your customers meet their business or personal needs? Do you know how to ATTRACT THEIR ATTENTION and inform them about those other offerings?
  • 10. OpenText Confidential. ©2016 All Rights Reserved. 10 THE MOST IMPORTANT QUESTION! Have you built a solid ongoing relationship that means you can CONTINUE ON THE CUSTOMER’S JOURNEY TOGETHER?
  • 11. OpenText Confidential. ©2016 All Rights Reserved. 11 Customer Buying Journey BUY / ACQUIRE OWN / SERVE
  • 12. OpenText Confidential. ©2016 All Rights Reserved. 12 Internal Processes BUY / ACQUIRE OWN / SERVE
  • 13. OpenText Confidential. ©2016 All Rights Reserved. 13 Departments BUY / ACQUIRE OWN / SERVE
  • 14. OpenText Confidential. ©2016 All Rights Reserved. 14 Systems and Applications BUY / ACQUIRE OWN / SERVE
  • 15. OpenText Confidential. ©2016 All Rights Reserved. 15 Metrics BUY / ACQUIRE OWN / SERVE
  • 16. OpenText Confidential. ©2016 All Rights Reserved. 16 The connected customer experience CONNECTED CUSTOMER EXPERIENCE PROCESS DEPARTMENTS SYSTEMS CUSTOMERSMETRICS
  • 17. OpenText Confidential. ©2016 All Rights Reserved. 17 And don’t forget, employees have changed, too Millennials are largest generation 75% will be born digital in 10 years1 Demand ENTERPRISE APPS match consumer ease of use Source: Hartford Business Journal, 2014
  • 18. OpenText Confidential. ©2016 All Rights Reserved. 18 CUSTOMER PARTNERCUSTOMER CENTRICCUSTOMER AWARE Customer Experience Maturity Model Know what you do Know what your customer need Develop Customer Personas SALES CENTRIC Leads Prospects Transactions Combining metrics Cross department co-operation Build data bridges MEASUREMENT CENTRIC Determine KPIs Content optimization Omnichannel delivery SYSTEM CENTRIC Distinct processes Integrate sales & support Analytics Frictionless system flow Voice of the customer analytics Customer life cycle value EXPERIENCE CENTRIC Fully mapped customer journey Easy to do business with on-going relationships 1 2 3
  • 19. OpenText Confidential. ©2016 All Rights Reserved. 19 Turning Insight Into Action
  • 20. OpenText Confidential. ©2016 All Rights Reserved. 20 Turning Insight Into Action Understanding customers - data-driven picture of customers to create new revenue streams and improve customer retention. Optimizing customer experience - give customers access to easily examine their account information and view all of their data – or just the data they want Monitoring engagement effectiveness - Easily track, analyze and gain visibility into which actions produce results. Predictive Insights - insight into what customers did yesterday and what they might do today or into tomorrow
  • 21. OpenText Confidential. ©2016 All Rights Reserved. 21 BUY / ACQUIRE OWN / SERVE PRINT Phone MOBILE BRAND WEB VIDEOMEDIA COMMERCE Connect the Continuous Customer Journey to the Digital Experiences
  • 22. OpenText Confidential. ©2016 All Rights Reserved. 22 Hello! I am… Your Customer PARTNER
  • 23. OpenText Confidential. ©2016 All Rights Reserved. 23

Editor's Notes

  1. SPEAKER NOTES For over two decades, OpenText has been a core contributor to the most successful businesses in the world
  2. At OpenText, we believe that customer experience-driven digital transformations require looking beyond the purchase, and beyond the surface. Successful customer experience has to take into account the full lifecycle of your customer relationships, from awareness to evaluation to purchase, use, advocacy and recommendations to others.
  3. But that’s not enough, if you’re delivering a great experience but a total mess internally, your success will be short-lived. Map the customer’s activities to those of the organization as it attracts the customer, informs, teaches, and converts them so they will make a purchase. That needs to be followed up by operations, onboarding and ongoing support. Winning organizations also use engagement assets, such as loyalty programs to up-sell and cross-sell to the existing customer, thereby generating revenue at a lower costs of sales.
  4. It is no longer sufficient to leave customer relations to the sales or support groups. Customer experience is now a mission-critical cross-functional activity that also involves finance, distribution, operations, services, and dedicated customer care groups, as well as the traditional sales, marketing, and support functions. a recent tweet from Mark Hurst, the Founder and CEO of Creative Good: “Did you know that your company has a team responsible for managing the customer experience? That team’s name is ‘the entire company’.” Edit
  5. Ideally silos between systems need to be broken down, but as a minimum they should be bridged by data sets that can be easily transferred. Such data sets should reflect the information to support the customer at any given point in their journey and grow incrementally in detail as the customer progresses through their series of interactions with the company. Ideally at no point should a customer have to provide information that they have already supplied earlier in the process. The platforms you use must promote a sufficient degree of interoperability to make this possible. It’s all about removing the friction from the process. The processes and systems you employ shouldn’t define the customer experience, they should support it.
  6. And of course, none of it will truly work if you don’t put the right measurement in place, and ensure metrics like Net Promoter Scores, churn, likes, and revenue are part of an ecosystem rather than separate.
  7. Experience Analytics - From strategic marketing to customer service, organizations have exhaustive data about their customers, including transaction histories, mobile app usage data, contact center records and other sources. But finding the business value in that data can be difficult. The data often exists in silos, and liberating it is perceived as costly and resource-intensive. With big data analytics technology, marketers can improve campaign messaging, targeting ROI and customer satisfaction. Understanding customers: integrate and analyze multiple, disparate data sources to achieve a more complete, data-driven picture of customers to create new revenue streams and improve customer retention. • Optimizing customer experience: give customers access to easily examine their account information and view all of their data – or just the data they want – via customer-facing applications on any device. • Monitoring engagement effectiveness: Are customer success strategies working? Which initiatives are most effective? Easily track, analyze and gain visibility into which actions produce results. Predictive Insights From standard reports that show content usage and user behavior patterns to more advanced analytics and predictive intelligence, OpenText Experience Analytics offers insight into what customers did yesterday and what they might do today or into tomorrow
  8. In closing, remember – Customer experience is critical to your CEO. But it’s really hard to pull off. You have to think about more than the experience on the surface, and connect it to everything the organization does – from processes to departments to systems to metrics. If these aren’t working in concert, they are in conflict and undermining your success. Only OpenText has the vision, portfolio, and experience to help you deliver a customer journey that is connected throughout the lifecycle and across your business.