Webinar - Real-Time Customer Experience for the Right-Now Enterprise featuring Forrester Research

Real Time Customer
Experience for the Right-Now
Enterprise
Brendan Witcher, Principal Analyst, Forrester
Kartavya Jain (KJ), Product Marketing Manager, DataStax
© DataStax, All Rights Reserved.

The Dawn of the Right-Now Enterprise
How to win in an era of unprecedented disruption
© DataStax, All Rights Reserved.2

The New Digital Imperative:
Real-time Customer Experience for the Right Now Enterprise
Brendan Witcher, Principal Analyst
@BrendanWitcher

What’s the
value of a
shopping cart?

© 2018 Forrester Research, Inc. Reproduction Prohibited 7
Welcome to “hyper-adoption”...

…and “hyper-abandonment.”

Each time a consumer is exposed to an
improved digital experience,
their expectations for all experiences are
reset to a new higher level.

12© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Experience is a significant factor within the
shopper journey
“I am unlikely to return
to a website that does
not provide a
satisfactory customer
experience.”
Base: 4,513 US online adults (ages 18 and older); Source: Forrester’s North American Consumer Technographics® Customer Life Cycle Survey, 2017 (US)
61%

Today’s (& tomorrow’s) consumers have
forced companies to apply digital everywhere

The coordination of traditional channels
(marketing, selling, and fulfillment)
plus supporting systems to create a
seamless and consistent customer
experience across the enterprise.
Omnichannel Commerce

Engagement
Omnichannel Commerce
Customer
View of the
Customer
Fulfillment
Product, Price,
Promotion

Personalized Commerce

Today’s digitally-savvy customers expect
brands to understand them

“We need to be customer obsessed…”
2014

“We need to be customer obsessed…
…which requires us to be data-led!”
2018

Q: What does a 360 degree view of the
customer include?

Digitization of experiences gives digital
leaders access to an abundance of data
Profile Sentiment
Affinity Behaviors
Attitudes Content
Context
Identity
Accounts/IDs
Tech ownership/use
Demographics
Preferences
Disposition
Memberships/networks
Affiliations
Feedback
Ratings/opinions
Interactions
Transactions
Marketing responses
Testing responses
Time/location
Environment
Situation
Journey/activity
Social media
Applications
Files
Public records

…But customers must receive value in
exchange for their personal information
Customer
Data
Shopping
Value

Systems of insights are the optimization
engine for systems of engagement

Starbucks doesn’t have a payments app,
they have a customer data capturing machine

Lowe’s learns who customers are and what the
want even if they don’t buy

27© 2018 Forrester Research, Inc. Reproduction Prohibited
Look
Book
Travel
Tell
Virgin
Atlantic
strategically addressed multiple
touchpoints along a journey

Mastering engagement ensures seamless
experiences along the entire purchase path
Fulfillment
Engagement

Brands are transforming physical locations
from places to shop to places to engage
“We believe it’s our job to
put the customer at the
center of everything we do,
by giving them easy access
to Nike products and
experiences in distinctive
retail environments online
and in-store.”
-Christiana Shi, Nike

Neiman
Marcus
utilizes omnichannel engagement
to personalize experiences

Shopping Table
Encourages Shopping
Together
Smart Mirrors Provide Customers With
Convenience And Stimulus When Shopping

Nestlé’s digital acceleration team creates
alignment across the enterprise
The Nestlé Digital Acceleration Team (DAT) is made up of marketing
leaders from around the world who participate in an 8-mouth training
program in digital and social media.

In many ways, personalization is tied to
omnichannel, but there are still gaps in the
ability to personalize experiences

of today’s digital business strategy pros
are making personalization investments a
top prioirty.1
1. Source: Forrester's Q2 ‘16 Global eBusiness And Channel Strategy Professional Online Survey
2. Source: Forrester’s North American Consumer Technographics Brand Compass Survey, Q3 ‘15
Personalization is being prioritized due to its
impact on customer experiences
89%
of consumers have chosen, recommended,
or paid more for a brand that provides a
personalized service or experience. 277%

75%
55%
49%
44%
32%
28%
Content on the
website
Promotions/product
offers
Product
recommendations
Reminders and
alerts
Content on the
mobile app
experience
Screen layout
What parts of the experience are you personalizing?
(multiple responses accepted)
Online personalization in the past focused
on product recommendations, but no more
Source: Base: 61 eBusiness and Channel Strategy professionals
Source: Forrester's Q2 2016 Global eBusiness And Channel Strategy Professional Online Survey

34%
44%
51%
54%
54%
59%
72%
Providing self service technologies for shoppers
Improving the knowledge of associates
Making it convenient to purchase
Ensuring we always have the products customers want
Making it easy for customers to find products
Making the store more engaging
Personalizing the customer experience
For your organization / company, what are the main opportunities for
improving the customer experience at your company's stores?
(Please choose your top 5 only.)
Not all options are shown; Base: 61 eBusiness and Channel Strategy professionals
Source: Forrester's Q2 2016 Global eBusiness And Channel Strategy Professional Online Survey
In an omnichannel world, in-store
personalization now ranks top of the list

Other Products
Me
Product
Product
Segmentation
Personalization has historically been
driven by segmentation

Other Products
Me
Product
Product
Segmentation
Personalization has historically been
driven by segmentation
Personalization based
on segmentation
provides the “wrong”
experience for most of
your customers.

Single data points are often used to
personalize the entire customer journey
Me
X
Single data point

Single data points are often used to
personalize the entire customer journey
Me
X
Single data pointKnowing one thing
about the customer
doesn’t mean knowing
everything about the
customer.

Organizations too quickly check the box
on delivering “personal” experiences

Organizations too quickly check the box
on delivering “personal” experiences
It is a waste of everyone’s
time to personalize
experiences that provide
no real value to a
customer’s journey.

Digital business leaders
must help organizations
prepare for the next
evolution of
personalization,
which will rely more on
the pillars of
individualization rather
than segmentation.

A solid individualization strategy is built
upon key technology investments that have
four unique characteristics.

1.
Customers are
identified and
treated as
individuals
using rich
customer profiles.

2. Customer data is assessed in real-time
and dynamically calculates intent.

3.
Personalized
content is
delivered
equally across
every screen
and channel.

4. Connected technologies enable far
richer and more relevant engagements.

Not a revolution . . . but rather an evolution

Wells
Fargo
uses transaction history to customize
screen layout for each customer

Sephora has reached mastery by fully
digitizing their business strategy…

offering personalized, omnichannel engagement
through multiple touchpoints.

Hudson
Bay
captures personal info in exchange
for value without being creepy

What should I be doing today?

What are the key checkpoints?
1. Digital pros must identify the gaps in their company’s
ability to deliver on customer expectations.
2. Take off departmental blinders and consider every part
of the omnichannel customer journey.
3. Review each digital touchpoint and its ability use and
collect customer data.
4. Assess the ability to create great customer experiences
without crossing personal boundaries.
5. Look for opportunities for digital partnerships.

Omnichannel done right is transparent to the
average customer…
…the goal is to create
one brand to one customer experiences.

Expectation to Entitlement
Users continue to demand more
Relevant
to me
Available
always
Instantly
responsive
Accessible
wherever I am
However
I want it

The 5 Dimensions That Need To Be Addressed
To Deliver Superior Customer Experience

DATA: GREAT
CUSTOMER
EXPERIENCES
START WITH
GREAT DATA

The Data Layer For The Right-now
Customer Experience
C360
Personalization &
Recommendations
Loyalty
Programs
Consumer Fraud
Detection

DataStax Enterprise (DSE) – Powering The
Right-Now Customer Experience
A unified data layer of database, search, and analytics, all
independent of the underlying infrastructure
DSE provides:
• Hybrid cloud enablement
• Consistent data management layer built for on-
prem, hybrid-, and/or multi-cloud, that can be
self-managed or fully managed by DataStax
• Massive linear scalability and 100% uptime
• Multi data model support (tabular, graph, key-value,
document/JSON)
• Consistent security model across entire data layer

LET’S TALK
SUCCESS–
RIGHT NOW

Macquarie
THE CHALLENGE: Drive digital transformation initiatives to
enhance customer experience.
• Macquarie uses DSE to drive their customer
experience initiative.
• Consolidated data from many disparate systems
delivers 360º, real-time customer visibility.
• Their world-class consumer banking app utilizes
real-time analytics and full text search.
• Customers now have better insight into
how they spent their money and where.
• Transformed from no retail presence to a
digital consumer banking juggernaut
in less than 2 years.

A unified data layer of database,
search, and analytics, that enables
enterprises to:
• Innovate by using our data
platform to gain a holistic view
of all customers
• Accelerate their customer
experience initiatives
• Mitigate risk and increase
flexibility for critical customer
experience initiatives
DATASTAX
ENTERPRISE
IS POWERING
THE
RIGHT-NOW
ENTERPRISE

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Webinar - Real-Time Customer Experience for the Right-Now Enterprise featuring Forrester Research