Taking Digital Customer Engagement to the Next Level

Copyright © 2015 Earley Information Science1
Taking Digital Customer
Engagement to the Next
Level
Copyright © 2015 Earley Information Science
Seth Earley, Earley Information
Science
Steve Walker, Experis
Connie Moore, Digital Clarity Group
Click to view a recording of
this webinar

Today’s Agenda
• Welcome & Housekeeping
– Session duration & questions
– Session recording & materials
– Take the survey!
• Key Issues & Considerations
– Dave Zwicker, CMO
Earley Information Science (@davezwicker)
• The Panelist Point of View
– Seth Earley, CEO, Earley Information Science (@sethearley)
– Steve Walker, Practice Leader, Global Content Solutions, Experis
(@_SteveWalker)
– Connie Moore, SVP, Digital Clarity Group (@cmooreclarity)
• Expert Panel Discussion
• Questions & Answers
• Join the conversation: #earleyroundtable

Don't miss CMSWire's DX Summit 2015 — a
new event for marketing and technology
leaders who are defining the next generation
of digital customer experiences.
Visit DXSummit.com for the agenda,
speaking opportunities and registration
information.
Monday Nov. 2 Workshop:
Assess Your Organization's
Digital Maturity and Build the
Right Digital Marketing Roadmap
Today’s marketer is faced with an
overwhelming number of choices and must
bring together numerous disciplines to best
serve the customer and realize meaningful
business impact. This workshop will walk
participants through the various maturity
stages in each of these areas and provide
a framework for assessing their
organizations. The resulting maturity model
will be applied to identifying areas for
investment that offer the greatest return
and to developing a comprehensive
enterprise roadmap to guide future digital
marketing initiatives.
Wednesday Nov. 4 Case Study:
Aligning MarTech with the
Customer Journey
Most marketers are familiar with the
infographics that show hundreds or
thousands of technologies that can be
considered part of the ecommerce and
digital experience ecosystem. These
graphical inventories of vendors and
technologies primarily serve to scare and
intimidate business people and overwhelm
the IT organization. Walk through a case
study of a manufacturer of motorsports
vehicles facing a technology revamp that
impacted every aspect of marketing and
sales.
Sessions with Seth Earley

Taking Digital Customer Engagement
to the Next Level

Personalized
promotions
Seamless multi-
channel transactions
Streamlined
customer service
BUSINESS OUTCOMES
Product & service
innovation
BUSINESS OUTCOMES
Increased
customer value
Optimized pricing,
availability & delivery
Contextualized
cross-sell/upsell
Higher
Conversions
Improved
loyalty & retention
Reduced
acquisition cost
Personal
data
Big Data
sources
DATA SOURCES DATA SOURCES
Market
data
Product
data (PIM)
Purchase
history
Customer
data (CRM)
Operational
data (ERP)
Clickstream
data
Service
history
Data
warehouse
Customer Engagement:
The Outcome of Customer Experience
VOC & loyalty
programs
Online
support
Social
Networks
Site search
& navigation
Mobile
commerce
Email
Promotions
TOUCHPOINTS
Internet
search
Advertising
Online/in-store
merchandising
Warranty &
registration
Call center
agents
Learn
Choose
PurchaseUse
Maintain
Recommend
Customer
Lifecycle

1 2 3 4 5
• A baseline for comparing processes,
use of technology or performance
• Identify the gaps, strengths,
weaknesses and competitive risks
• Prioritize new investments in
technology or digital initiatives
• Set goals for realizing the future
vision of your digital business
Modeling Your Digital Customer Engagement
Maturity
Maturity Stages
Dimensions

• Your Role & Purpose: Marketing, Business, Technology
• Your Business Model: B2C, B2B, Institutional, Other
• Industry Segment and Competitive Environment
• Key Challenges: Strategy, Expertise, Infrastructure,
Information Architecture, Data Quality & Governance
Questions and Considerations

POLL
How would you categorize your digital customer engagement
maturity?

Panelist Points of View

Seth Earley - Biography
Seth Earley
CEO and Founder
Earley Information Science
• Over 20 years experience in data science and technology, content and knowledge
management systems, background in sciences (chemistry)
• Current work in cognitive computing, knowledge and data management systems, taxonomy,
ontology and metadata governance strategies
• Co-author of Practical Knowledge Management from IBM Press
• Editor of Data Analytics Department IEEE IT Professional Magazine
• Member of Editorial Board Journal of Applied Marketing Analytics
• Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology
Council Metadata Project Committee
• Founder of the Boston Knowledge Management Forum
• Former adjunct professor at Northeastern University
• Guest speaker for US Strategic Command briefing on knowledge networks
• AIIM Master Trainer – Information Organization and Access
• Course Developer & Master Instructor for Enterprise IA and Semantic Search
• Long history of industry education and research in emerging fields

Assessing Maturity Required before
Developing a Roadmap
• Digital maturity contains multiple
dimensions
• Need to assess gaps and capabilities
in the context of the customer lifecycle
and customer journey
• At each stage of the journey, need to
describe the engagement strategy and
how different technologies will be
applied
Processes Governance
Expertise
Organizational
design
Technologies Infrastructure

At each stage of the journey - describe the engagement strategy and how different
technologies will be applied.
What is the engagement strategy for each stage of the lifecycle
Learn Choose Purchase Use Maintain Recommend

• Roadmap tells us how far we need to go
• Maturity tells us where we are starting
For a typical enterprise, it can take a year to go
from one maturity stage level to another*
*Depending on model, organization, scope of change, etc.
Do we have the necessary practices, resources,
and tools to get there?

Customer Journey Maturity
Stage
Capability
Stage 1
Ad Hoc
Stage 2
Nascent
Stage 3
Evolving
Stage 4
Harmonized
Stage 5
Integrated
Learn
Static content
Fragmented user experience
No mobile optimization
Little or no SEO
Scenario, persona and use case
driven IA with baseline metrics
Not well integrated with offline
Some integration of online and
offline promotions, events,
campaigns with personalized
content based on past purchase
Dynamic, optimized highly curated
content experience with manual
feedback mechanisms for content
tuning
Multi channel, multi device
integrated digital experience
online and offline, single view of
the customer, adaptive content
driven by real time analytics
Choose
Poor site navigation, no ability to
search, confusing content or
selection, content not aligned with
user needs, disconnected from
shopping function
Integration of content with
ecommerce functionality, faceted
search baaed on customer needs
and driven by personas and use
cases, content strategy specifically
designed to assist selection of
vehicle and accessories
Real time chat with agent to
answer questions, semantic
search for curated video assets
and knowledge base access,
configuration of custom products,
tuned attributes for faceted search
Adaptive content based on
attribute model that considers
demographic, psychographic,
social graph and web site
behaviors to provide just in time
content., Avatar interface to
structured content to answer
questions
Predictive analytics driven
personalized offers and
experience. Real time integration
with dealer network, social media,
social graph data, third party data,
web site click streams, single view
of customer data
Purchase
No connection of promotions to
purchase. No product catalog, no
attributes to aid selection and
filtering,, no ability to narrow
accessory search to correct
vehicle
Mobile friendly search, browse
and purchase, Promotional
content surrounding targeted
customer through paid and earned
media
Shopping cart retrieval with
targeted just in time offers based
on past behaviors, cross sell and
up sell driven by data relationships
and merchandiser strategy
Agile promotions, bundles,
personalized recommendations
based on customer data and
behavior
Custom product design and
pricing with order flowing to
manufacturing with flexible
financial models to compensate
dealer
Use
No visibility to product information
to enhance the experience after
purchase
Custom communication based on
product owned , personalized
content for owners
Proactive, two way dialog with
customer orchestrated by
organization, co-delivered and
personalized by dealers
Virtualization of product
experience
Connected product experience
Maintain
No content supporting product
maintenance
Basic technical materials and
manuals available on line
Diagnosis tools and checklists
Diagnostic virtual mechanic on
web site. Proactive service alerts
Real time self diagnosis of vehicle
Recommend
Won and done product
transaction. No follow up or
interaction
Platforms (email, website) to
constantly encourage and capture
customer feedback
Product development insights
through crowd-sourcing
Connect product-based and/or
regional customer communities
Ongoing participation in
community, social media
interaction
14

Stage
Capability
Stage 1
Ad Hoc
Stage 2
Nascent
Stage 3
Evolving
Stage 4
Harmonized
Stage 5
Integrated
Product
Information Management
Poor data quality, few
searchable attributes,
manual processes
On-going quality monitoring
Common platform
Product attributes
normalized
Product data curated
Product master data
management, consistent
data cross-channel
Attributes driven by customer
research & aligned with user
experience
Content &
Digital Asset Management
Site management is CM.
Out of date content
Content ownership defined.
Content lifecycle monitored
Content reuse moderate.
Basic personalized content
presentation
Dynamic content presented
according to device and
format
Content optimized for
customer goals (shopping,
self-service, etc.)
Product &
Site Search
Basic search without
configuration or curation
Use of search terms tuned to
product catalog
Basic faceted search
Increased precision
Search logs monitored
Faceted search optimized
Product relationships drive
cross-sell and up-sell
Multi device and channel
search
Search integrated with
mobile apps and external
services
Taxonomy & Navigation
Taxonomy is navigation Taxonomy leveraged for
facets
SEO and Taxonomy
integrated
Taxonomy drives content &
data classification
Taxonomy optimized for
multiple devices
User
Experience
Designers make local
decisions about UX
Design Language Standards
in place
UX scoring
Personas defined with clear
user goals, basic
personalization
Customer Journeys defined
with key touchpoints
Personalization driven by
history & analytics
Digital Business
Excellence
CRM not integrated with
digital platforms
Multiple CRMs
Lead capture from digital
platforms into a single CRM
Lead to NBO process
tracked to measure digital
ROI
All channels integrated with
CRM – track all touches
Basic personalization
Integrated customer data
drives multi-channel CX,
analytics, full ROI
Governance
None in place Brand/Group/
Merchandiser silos
Centralized, managed and
funded
Competencies support
processes
Integrated practices
operationalized














Digital Capability Maturity

Which Model?
Customer Journey Maturity versus Digital Capability Maturity: emphasis
determined by purpose of the model and who owns the outcome
• Customer journey perspective
– Purpose: Focus on improving functional process (demand generation, customer acquisition)
– Owner: Specific engagement program (awareness, social engagement, sales/commerce,
support, etc. )
• Digital capability perspective
– Purpose: Focus on building core/foundational capability (PIM, DAM, Governance, etc.)
– Owner: IT and/or cross business unit

Simplifying the Process
Understand and map
the customer lifecycle
Define customer
engagement strategy
at each step of that
lifecycle
Survey and assess
existing tools and
approaches
Define the future state
based on competition,
industry maturity and
customer expectations
Align internal
processes with
engagement strategy
and technology
landscape
Develop the
implementation
roadmap based on
enterprise maturity and
high value areas of
opportunity

What if a capability that the business requires is
farther along the learning curve?
Time
Capabilities
Static Pages
Hand coded html
Global information architecture
Reusable Components
Value net integration
Form based publishing
Interdepartmental workflow
Multi channel multi device
Capabilities gap
Current maturity
Relationship Between Maturity and Capabilities
Needed Capabilities

POLL
What are your current digital challenges?

Steve Walker - Biography
• 23 years of business and technology consulting, with a focus in Content disciplines.
• Currently Global Content Solutions practice area leader for Experis. Broad breadth of skills including
Customer Experience and Enterprise Content Management arena. His background has included Digital
Experience, Web Content Management, Content Marketing, Collaborative Technologies, Language
Services, Knowledge Management, Social Consulting, and other business disciplines.
“We simplify complex content challenges.”
• Client successes have included small and large clients such as Microsoft, Intel, GE Lighting, General
Dynamics IT, Apple, ChildFund, AllState Insurance, Dell, and International Monetary Fund,
• Specialties: Social Business, Digital Experience Management, Web Strategy, Information Architecture,
Usability, Marketing Technologies, Enterprise Content Management, Web Content Management,
Information Architecture, Business Transformation, Enterprise Application Development
• I am here to help. Connect with me:
Linkedin.com/in/walkersteve
@_SteveWalker
www.slideshare.net/SteveWalker7
experisspark.com/author/stevewalker
ker/
Practice Leader,
Global Content Solutions,
Experis

What is Digital Customer Engagement?
Steve Walker - POV
Digital Customer Engagement is a concept that improves a product or
service utility by providing the appropriate digital customer experience.
Digital customer engagement is provided by a digital ecosystem.
Technology
Content
Marketing
• Content Messaging
• Sales cycleB2B
• Commerce
• TechnologyB2C
• Content volume
• FindabilityInternal

Why do we or should we care?
Steve Walker - POV
Digital Customer Engagement is the cornerstone of all business
interactions.
Barriers To Success
Education
Investment Level
Team Composition/Skill
Analytics
Take away #1: Understand the components
that are necessary to mature your Digital
Engagement.
Take away #2: Understand those barriers that
are long the way.

Steve Walker - POV
How can I mature my digital experience?
FOUNDATIONAL
Analytics Plan
Analytics Platform
Customer Journey Map
Content Strategy
Content Mgmt System
Mobile strategy
BASIC
Content Marketing
External Search Strategy
Internal Search Strategy
Taxonomy
INTERMEDIATE
CRM
Governance
Personalization/Tagging
User Testing
Knowledge Base
Marketing Automation
ADVANCED
Multi-channel strategy
Nurturing strategy
Lead Scoring
Commerce
Globalization/LOC
Social Media monitoring
User created content
Interactive Content
Progress!
Time
Define, Baseline, Invest, Evolve.

POLL
What is your state of digital maturity?

Connie Moore - Biography
SVP, Research
Digital Clarity Group
As Senior Vice President of Research at Digital Clarity Group, Connie has unparalleled experience working with senior
executives in business and IT, technology marketing, and government, from SMEs to large enterprises throughout
the globe. She has managed international teams of analysts focused on a wide range of technologies such as social
and collaboration, content management, business analytics, business software (e.g. ERP, CRM, HCM), and BPM
suites. Her research encompasses business transformation, business process management, customer experience
management, information management, the future of work, new business models and organizational change
management. Connie is highly sought as a keynote speaker and conference chair on five continents. This year, she
was honored by her peer group for thought leadership in business process transformation, adaptive case
management and BPM software when she received the highly coveted Marvin Manheim Award from the Workflow
and Reengineering Association (WARIA).
Prior to DCG, Connie was a Vice President, Principal Analyst and Research Director at Forrester Research for more
than 20 years, where she pioneered new data-driven research on global Bring Your Own Technology trends,
forecasted and defined the next generation of business suites, and drove innovative dialog among marketing,
business process and IT senior executives about how to succeed at large-scale business transformation. She came to
Forrester through the acquisition of Giga Information Group and BIS Strategic Decisions. She was based in the UK for
four years where she managed the BIS European Consulting organization. Prior to that, she was Vice President,
Product Marketing at TDC, a manufacturer of document capture systems. She started her career at Accenture
(formerly Arthur Andersen) as a manager in the consulting division, and at Wang Labs, where she was a customer
support manager. Connie holds an MBA in Information Systems from George Washington and a BA from East
Carolina University.

26
Companies underestimate the
cost of services
 High confidence with in-house
capabilities
 Frequently turn to service providers
 But, spend shockingly low amounts
compared to their size.

Maturity varies greatly
27
Limited vision and
slow progress
(false starts)
High
IT Maturity High
Successful business and
marketing led
projects
(many point to point
solutions)
Strong partnership
between business, IT and
marketing (involve
strategic consultants and
vendors)
Successful IT led
projects
(teamed with strategic
IT vendors and services
partners)
Low
Business’
CEC
Maturity

Some have low business and IT maturity
28
High
IT’s CEC Maturity HighLow
Mimic
Unfocused
Distracted
Business’
CEC
Maturity

Companies with low maturity levels need the basics
29
Low
High
IT’s CEC Maturity High
Manufacturer
• Changes in CMOs and CIOs
• False starts in projects
• Low CEC adoption
• Low CEC awareness
Business’
CEC
Maturity

Some have high business but low IT maturity
30
High
HighLow
Speedy
Nimble
Agile
Vulnerable
Business’
CEC
Maturity
IT’s CEC Maturity

Fast movers need perspective
31
Low
High
Global Retailer
• CEC driven by new CEC
execs reporting to regions
and divisions
• Willing to take risks
Business’
CEC
Maturity

Some have high IT but low business maturity
32
High
HighLow
Powerful
Focused
Strong
Methodical
Plodding
Business’
CEC
Maturity
IT’s CEC Maturity

Companies with high IT maturity need
business expertise
33
Low
High
High
SMB Manufacturer
• Strong CEC leadership
from CIO
• Just hired their first VP of
Marketing
Business’
CEC
Maturity
IT’s CEC Maturity

Some companies are far ahead of the pack
34
High
HighLow
Powerful
Collaborative
Fierce
Hunters
Business’
CEC
Maturity
IT’s CEC Maturity

Mature companies focus on transformation
35
Low
High
Global Brand
Focus on cross channels; anticipate
customers
App dev done by partners
IT valued for insights, project
management & risk management
Business’
CEC
Maturity

Your Questions and Answers

Digital Clarity Group Customer experience Maturity Model:
http://www.digitalclaritygroup.com/assessing-and-improving-your-customer-engagement-maturity/
Sitecore Customer experience Maturity Model: http://mediacontent.sitecore.net/webinars/CX_Maturity_Model_NA/CX_Maturity_Model.pdf
Demand Metric Customer experience Maturity Model: http://www.demandmetric.com/content/customer-engagement-maturity-model
Elasticpath Advance Commerce Maturity Scale: http://www.elasticpath.com/sites/default/files/Advanced%20Commerce%20Maturity%20Scale%20-
%202015%20Enterprise%20Assessment%20Kit.pdf
Digital Commerce Maturity Model: https://www.linkedin.com/pulse/20140812180031-532634-digital-commerce-maturity-model
Loyalty360 - Improved Engagement Maturity Through Preference Management:
http://loyalty360.org/resources/research/improved-engagement-maturity-through-preference-management
ZDNet Customer Engagement article: http://www.zdnet.com/article/crm-watchlist-2015-customer-engagement-part-i-lithium-medallia/
Experian - 3 Step Approach to Improving Customer Experience: http://postcom.org/public/webinars/experian%20slides.pdf
Customer Experience Matters: https://experiencematters.wordpress.com/temkin-group-research/
Suggested Resources

Don't miss CMSWire's DX Summit 2015 —
a new event for marketing and technology
leaders who are defining the next
generation of digital customer experiences.
Visit DXSummit.com for the agenda,
speaking opportunities and registration
information.
$50 off your
workshop
discount code:
ERT-DX.
25% conference
admission discount
code: ERT-25.

Earley Information Science helps
organizations establish a strong
information architecture and content
management foundation
Realize your digital transformation
vision with EIS.
Earley Information Science (EIS)
Information Architects for the Digital Age
Founded – 1994
Headquarters – Boston, MA
www.earley.com
For more info contact:
Dave.Zwicker@earley.com

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