Keynote delivered to the Relationship Marketing Association's B2B Summit in Montreal, March 2018. Most executives know that focusing on the customer experience is no longer a luxury but a necessity; unfortunately, most don't know where to begin. Many look to emerging technologies and the emergence of big data as their panacea, losing the human context that is imperative to a successful customer-centric approach to business. Borrowing on personal experiences as a fast food consumer-turned-marketer and a palliative care volunteer, this keynote was meant to inspire a more holistic approach to thinking about technological change as it comes to bear on the customer experience. **Special callout to Unsplash.com for access to amazing royalty-free images, along with inspiration and illustrations from amazing CX thought-leaders including Sampson Lee, Don Peppers, Martha Rogers, Valerie Peck & Eric Weaver.

1. Jeremy Marentette
Principal, Xerox CX Practice
jeremy.marentette@xerox.com

2. 18-04-052

4. 1988
Jeremy

5. 18-04-055

7. 2015

8. 18-04-058
ROI

9. 18-04-059
ROX

10. 18-04-0510
Expand your thinking around what goes
into delivering a meaningful customer
experience.
CUSTOMERS
TECHNOLOGY
DATA
COMPANIES/BRANDS

11. 18-04-0511
CUSTOMER CENTRICITY
THE ENTERPRISE
TECHNOLOGICAL CHANGE
ROLE OF DATA
B2B2C
PERSONALIZATION /
CUSTOMIZATION

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XEROX?????

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John F Williams, 1982 “Company time - company space (Mail room CSR head office, Sydney)”

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Xerox innovates the way the
world communicates, connects
and works, helping companies
deliver breakthrough experiences
to improve and grow their
business.

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CX
PRACTICE

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Our mission is to create a tangible
Return on Experience (ROX) by
transforming customer experience
across the physical and the digital
— and transforming the enterprise
to deliver that experience.

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19. THE ENTERPRISE
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ENTERPRISE

20. CLIENT KPIS
LOYALTY
PROGRAMS
PROXIMITY-
BASED
CONTENT
Customer
Engagement
MARKETING
AUTOMATION
CAMPAIGNS
RETAIL
STORE
DESIGN
INTERACTIVE
KIOSKS
RETAIL
SIGNAGE
EXPERIENCE
CONTENT
MARKETING
CAMPAIGNS
INTERACTIVE
PACKAGING
& BLOCKCHAIN
STAFF
ENGAGEMENT
CAMPAIGNS
Create KPIs,
build strategies,
process/tools,
then architect
customer
engagement
CLIENT KPIS
DATA
COMMUNICATIONS
ARCHITECTURE
SUPPLY
CHAIN
OPTIMIZATION
Supporting
Process & Tools
PERSONALIZATION
ENGINE
PROCESS
IMPROVEMENT
MARKETING
ASSET
MANAGEMENT
STAFF
TRAINING
CX
CX
AUDIT &
STRATEGY
DIGITAL
STRENGTH
INDEX
Strategy
GTM
STRATEGY
POS &
IT SYSTEMS
Enterprise

21. 21 April 5, 2018
Digital
Transformation

22. To what extent do
you agree that the
following are
objectives of your
organization's
digital strategy?
(Respondents who answered
“Strongly agree” or “Agree”)
MIT Sloan Management Review
29%
Technology
45%
Retail/CPG
26%
Industrial/
Public

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90%Tech budgets
maintain legacy
systems
Capgemini Consulting
10,000
Pages per
person per year
1 = 2
Frontline = Back Office
Technology

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60%Customer
dissatisfaction
sources
Capgemini Consulting
10-20%Call Centre volume
30%Operations can
quickly adapt
Technology

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We help large retailers find efficiencies
Pricing signage & flyer activity & planograms
Save typical retailer millions $ / year
Improve bottom line + customer experience
Process

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Travel company
Wearable technology to analyze employees
Link between lunching together & productivity
People lunched in groups of 4 or 12
People

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Looked in cafeteria
Only tables of 4 or 12
Increased table size =
measureable increase in productivity
People

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#SpoilerAlert
It wasn’t bigger tables that increased productivity
It was enabling human connections
People

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CUSTOMER
CENTRICITY

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BUT YOU
JUST SAID
ENTERPRISE…
Customer

31. Product Price
Service
BRAND
PROMISE
31
Traditional CX

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BRAND PROMISE

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Worker dissatisfaction
2nd class customers
Increased complexity

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The path to customer centricity
Customer
Perspective
Company
Perspective
Shared Value
Perspective
Build unique and innovative products that sell; product marketing focus, sales,
and distribution capabilities; push messages to the market.
Product
Marketing
Standardize targeting on large (behavioral based) market segments &
measurement with tools.
Target
Marketing
Automate and standardize all marketing programs, channels &
customer information management with fully integrated
communications across channels.
Multi-channel
Marketing
Set customer strategy via segmentation and changing
behavior with personalized treatment and standard
metrics.
Relationship
Marketing
Optimize the value exchange between
the customer and the company.
Relationship
Optimization
Opportunity

35. 35
The path to customer centricity
Product or Service
Product
Marketing
Target Marketing
Target
Marketing
Multi-Channel
Multi-channel
Marketing
Personalization
Relationship
Marketing
Value Exchange
Relationship
Optimization
Opportunity
Brand

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CJM WORKS!

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TECHNOLOGY

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Feeling lost?

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Gerd Leonhard Conversations with Gerd #3. Technology vs Humanity - technology is a tool not a purpose (Youtube.com)
Customer
ROX

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41. 1988
Jeremy

42. Car Culture

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First drive thru…
City Center Bank
Syracuse NY, 1928

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45. 45 April 5, 2018

46. Point of Order
Point of Payment
Point of Fulfillment
Point of Order
Point of Order
Point of Order Point of Payment
Point of Payment
Point of Fulfillment
Point of Fulfillment
Point of Fulfillment
Point of Order
Point of Payment

48. 48 April 5, 2018

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YOUR
BRAND

50. 50 April 5, 2018
How
about
you?

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DATA
DATA
DATA

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By 2025, an average connected person anywhere in the world
will interact with connected devices nearly 4,800 times per day
– basically one interaction every 18 seconds.
IDC whitepaper

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Data is rhetorical
Data is used for something
Different from fact

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Experian: 2017 global data management benchmark report

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Data tells you “what”
Spring or Fall
Daytime
Not ground floor
17 plants
2.1 Megapixels

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Emotion tells you “why”
#teamhuman

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Customer
Value Exchange
Relationship
Optimization Brand

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Create Shared
Meaning
Value Exchange

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B2B2C

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61. EDUCATIONAL APP
FOR STORE ASSOCIATES

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B2B2C2D2C
PERSONALIZATION /
CUSTOMIZATION

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Merchandising 101:
“People buy what they see”
Marketing 101:
“Trusted recommendations
drive sales”
35%
Amazon’s sales come from
personalized
recommendations

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PERSONALIZATION /
CUSTOMIZATION
Don Peppers

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PERSONALIZED
“JARAMIE”

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CUSTOMIZED

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PERSONALIZED CUSTOMIZED

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Personalized retail blurring
the physical and digitall

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75. Standard
Product
Mass
Personalization
Mass
Customization
Bespoke
Personalization Spectrum
Customer Collaboration Required
More “meaningful” connections

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SCALE

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What is old is new

78. 78 April 5, 2018
POWERED BY DATA
ENABLED BY TECHNOLOGY
DELIVERED TO CUSTOMERS
(EMOTIONAL BEINGS THAT CAN THINK)
NEW BUSINESS MODELS
WHO ARE HUMANS

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CUSTOMER CENTRICITY
THE ENTERPRISE
TECHNOLOGICAL CHANGE
DATA
Expand your thinking around what goes
into delivering a meaningful customer
experience.

80. 80 April 5, 2018
?

81. Jeremy Marentette
Principal, Xerox CX Practice
jeremy.marentette@xerox.com
MERCI!

82. © 2017 Xerox Corporation. All rights reserved. Xerox® and Xerox and Design® are trademarks of Xerox Corporation in the United States and/or other countries.