The orchestration imperative mitchell mackey may 17 2017 v1
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This document is a presentation by Mitchell Mackey, Marketing Director at Ansell Limited, about the importance of customer experience orchestration. Some key points from the presentation include: - Companies need to break down silos between different departments like sales, marketing, customer service to provide seamless customer experiences. - Technology like CRM systems need to be used to gain a unified view of the customer and their interactions across different channels. - Most companies are still not meeting customer expectations when it comes to customer experience, despite its importance. Focusing on customer experience requires changes to culture and ways of working. - The basics of having all customer data in one place, standardized processes, and integrated sales and marketing platforms need to
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The orchestration imperative mitchell mackey may 17 2017 v1
- 1. The customer experience orchestration imperative mitchell_mackey@hotmail.com +61 040279023 Mitchell Mackey Marketing Director Ansell Limited www.mitchellmackey.com.au @mitchellmackey mitchell_mackey@hotmail.com
- 2. Mitchell Mackey Through my lens 2 My personal views Not Ansell’s
- 3. Mitchell Mackey 15,000 people $US 3.2bn in revenue 55 countries A century-old Australian company
- 4. Mitchell Mackey Much more than condoms
- 5. Mitchell Mackey Big in medical & industrial safety
- 9. Mitchell Mackey The boundaries are blurring Sales Service Marketing Community Analytics Apps Sales
- 13. Mitchell Mackey 13 Soon to be the new norm
- 14. Mitchell Mackey 14 85% By 2020 customers will manage of their relationships with the enterprize without interacting with a human Source: Gartner
- 16. Mitchell Mackey 16 Apple’s iPhone 8 will augment reality
- 17. Mitchell Mackey 17 86% Will pay more for a superior customer experience Yet only 1%say companies consistently meet their expectations Source: Walker Informatio
- 18. Mitchell Mackey 18 95% Tell others about their bad experiences Source: Dimensional Research
- 19. Mitchell Mackey Everyone should agree by now that the experience must differentiate Brand Product Service + + Employee +
- 20. Mackey The customer But are we pivoting around the customer?
- 21. Mitchell Mackey 21 Islands are everybody’s dream
- 22. Mitchell Mackey 22 Operating from different planets? Sales & Marketing Service Finance HR IT Operations The C suite & the Board
- 23. Mitchell Mackey 23 When promises are not delivered …
- 24. Mitchell Mackey 24 TV Print & radio Shows & events Email Web Social RetailCall centre Supply chain Sales Product Making promisesMaking promises Keeping promises … brand values are exposed
- 25. Mitchell Mackey “No matter how much money you spend on advertising, you can’t convince customers that you provide better experiences than you do,” _ Customer Experience advocate Bruce Temkin 25 You can’t fake it
- 26. Mitchell Mackey 26 However, is your corporate culture ?
- 28. Mackey
- 30. Mitchell Mackey “It’s amazing how little discipline companies have in their approach to customer experience while at the same time acknowledging it as both critical and broken,” _ Customer Experience advocate Bruce Temkin 30 Rhetoric without action
- 31. Mitchell Mackey 31 The majority of websites suck In 12 years only 45 of the 1500 websites Forrester Research has subjected to their website review methodology have recorded passing scores. That’s 3%!
- 38. Mitchell Mackey Relevance Clarity Anxiety DistractionUrgency Fight the F.U.D. (Fear, Uncertainty & Doubt)
- 39. Mitchell Mackey Leading Theory of Constraints management consultant Keep it simple
- 40. Mitchell Mackey The three core questions
- 41. Mitchell Mackey Take out the constraints A constraint is any thing, object, person, process or structure in an organization that prevents the flow of value to the customer
- 43. Mitchell Mackey The transaction system is no longer the primary, central system
- 44. Mitchell Mackey CRM must be the nexus
- 45. Mitchell Mackey 45 CRM $ has bypassed ERP $ CRM ERP 2017 2016
- 46. Mitchell Mackey What they do online What our customers’ transaction history tells us What we know from Sales via CRM Interactions captured online & via phone ERP Sales automation Customer Service Website management Partners & end users Communities Customer defined experiences
- 47. Mitchell Mackey 47 Align your personas & journeys
- 48. Mitchell Mackey 48 Zero Moments of Truth Obsess about winning the Zero Moments Every “moment” counts: first, second, etc
- 50. Mackey What about your company? Your customers, employees, and partners are connected Bridge the digital divide
- 53. Mitchell Mackey 53 Marketing and IT must merge
- 55. Mackey
- 56. Mitchell Mackey Was it easy?
- 57. Mitchell Mackey How much effort?
- 58. Mitchell Mackey 58 Engineer a performance dashboard
- 59. Mitchell Mackey Marketing-sourced pipeline revenue Marketing-sourced closed-won revenue Marketing-influenced pipeline revenue Marketing-influenced closed-won revenue Marketing-influenced recurring revenue 59 Our Key Performance Indicators
- 61. Mitchell Mackey 61 Don’t let fear hold you back
- 63. Mitchell Mackey 63 Defer the 360-degree customer view challenge and go for 180 with 270 as your stretch goal Park “big data”, get your “small data” act together Fix the plumbing
- 64. Mitchell Mackey 64 Fix the plane while it is flying If a project takes a month, you'll hit the target before it moves If it takes a year … ? Get stuff done fast or not at all
- 66. Mitchell Mackey 66 Orchestration is not easy
- 67. Mitchell Mackey 67 A business case for the status quo?
- 69. Mitchell Mackey 69 We are all experience makers Define a vision & mobilize: “make it easy” Embrace digital transformation Jointly own the revenue target Cultivate a dynamic, agile culture Focus on executing the basics consistently
- 70. Mitchell Mackey 70 Get the basics together All primary, owned data in one place Simplify and standardize One integrated/federated sales and marketing platform One revenue performance dashboard One business process landscape
- 72. Mitchell Mackey 72 86% Will pay more for a superior customer experience Yet only 1%say companies consistently meet their expectations Source: Walker Informa
- 73. Mitchell Mackey 73 Thanks For more: www.mitchellmackey.com.au Business technology CRM Culture Change Basics