I had the pleasure to speak at the DD Summit in SF this fall on the topic of building Customer Engagements teams from the ground up leveraging disruptive technologies like Big Data, Machine Learning and the right mix of MarTech platforms.

1. September 2017
Modern Customer Engagement
by Design
Rob Sibo
Slalom Silicon Valley
Director, Information Management & Analytics

2. Customer obsession is the norm but adoption & execution isn’t going well.
Incredible technologies are popping up at a dizzying pace.
Value of marketing standards like Pricing, Placement and Promotion are met with
skepticism and recently being pushed aside.
Is this fair?
“The only way you can increase the value of your
brand is by increasing the value of your offering [the
Product].”
- Jens Martin Skibsted and Rasmus Bech
Hansen
The world we’re in…
slalom.com

3. Providing a customer proposition (like an experience) rather then just pitching a widget is game
changing.
So what’s holding companies back?
“Our business model is the heart of what we do
today, which has been successful - isn’t it risky
to change?”
The journey starts with a team and leadership that understands the need for change AND is savvy
enough to know where Machine Learning and other disruptive tools play a role.
Get the right team in place Exploit the latest
technical capabilities
for business needs
Try-on a fresh
business model
Easier said than done... this isn’t business as usual
“But ownership and organizational boundaries
are so well understood – why muddy the
waters? Can’t we do this with virtual teams?”
“I have plenty of customer insights already…
besides technical debt won’t allow us to flex
that way – come back in 2 years! “
slalom.com

4. Introducing the Customer Engagement team
The creation of “Customer Engagement” teams across traditional sales, marketing and customer services
with a single focus, organizational autonomy and passion for improving the customer value proposition
is the answer.
User Experience
Design
Advanced
Analytics
Sales &
Marketing
Customer
ServicesCustomer
Engagement
Team
Warning: stay clear from hybrid teams seconded from BAU projects... Often carrying with them baggage from
previous business models and approaches that doom the project from the start.
Get theright team in place
[Align to
the Customer]
[Predict Behavior
& Automate]
[Grow and
Maintain
Relationship]
[Identify &
Attract]
The result… an
Exciting Experience
for Customers !!!
slalom.com

5. What does this Dream Team look like
Compared to traditional product marketing, Experience building is difficult, it requires a blend of
Creativity and Data Savviness – multi disciplinary to say the least.
Team characteristics to strive for:
• Curious, excited and open-minded culture
• Strong collaboration but with a healthy sense of competition
• Deep business and data science skills
• Reward experimentation and risk taking
Be deliberate, design the team, pick its members and measure with People Analytics
It is estimated that 30% of CMOs will
be exited while CEO’s look for the right
marketing leader able to blend tech &
creativity!
Get theright team in place
slalom.com

6. Everyone now at least has a customer journey map (or do you) but have you really looked into
what would tip the customer to make the purchase or use the service?
Have you identified what your offering really provides:
• an experience (think American Girl),
• perceived prestige or
• solution for a ‘task to be done’ (think Home Depot)
What has held you back from knowing your customer?
• Lack of rich customer data
• Lack of understanding of customer behavior
• Lack of robust & open customer interactions
• Lack of a unified organizational approach to the customer
• Lack a clear definition of your customer ???
Identify what will delight the customer with your offeringTry-on a fresh
business model
slalom.com

7. Intelligent Interaction
Management
Automated Interaction
Management
Augmented Marketing
Generalizing the Millions
Single View of Customer
End to End Customer Interaction Automation
Customer Pricing & Service Autonomous Agent
Auto-Generated Marketing Content
Cross-Channel Campaign Automation
Recommendation Engine
Lead Scoring / Life-time Value Forecasting
Micro-Segmentation
Customer 360 Dashboard
ROI & Campaign Monitoring
Informed marketing content
Chatbots / Artificial Intelligent Agents
NLP
Pattern Recognition ML, Learning Models
Evolutionary/Genetic Programming
Intelligent Process Automation
Reinforcement Learning
Simulations / Game Theory
Simple Chatbots (employee advisors)
K-means Clustering
Advanced Visualization
Big Data / Cross-department Data Harvesting
AdTech & MarTech merger
Customer MDM
ImprovedCustomerExperience
(relevanceandeffectivenessofinteraction)
IncreasedTechnicalComplexity
(businessvaluemustwarrantcomplexity)
… sample capabilities ... … required analytic tools ...
Machine learning, advances in MarTech and customer service tools will drive up customer experience if leveraged
to pave the way for the new business model.
Multi-disciplinary teams are uniquely able to identify opportunities to piggy back successes in other domains and
exploiting it for the business problem at hand.
Where to begin with ML & AnalyticsExploit thelatest
technical capabilities
for business needs
slalom.com

8. Customer360
(Tamr, Causata)
The answer isn’t segmentation and cookies anymore – Advanced analytics alone will require a specific approach
for each component of customer engagement.
But let’s look at how broad the technology landscape is…Exploit thelatest
technical capabilities
for business needs
Advanced Sentiment Analysis
for Attitudinal Insights
(Clarabridge, Nuvi)
Know the
Customer
Service the
Customer
Improve the
Business
Needs prediction /
recommendation engines
(SFDC Einstein, custom)
Simulations / war
games for Product Dev
Evolutionary
Application
Development &
Campaign Strategies
Process Automation
with AI (SquadRun)
Sales & Service Call Aids
(VoiceOps , chatbots,
Causata)
Customer Direct Chatbots
(Alexa, Cortana,
WorkFusion)
Industry & Competitive
Data Visualization
(Quid, Tableau)
Customer Empathy /
Understanding (Affectiva)
Auto Marketing
Generation
(Persado, Albert.ai)
slalom.com

9. Define a foundation for Customer Engagement Analytics
LIFECYCLE
CUSTOMER
NEEDS
CXANALYTICSCAPABILITIES
CX ANALYTICS (in no particular order)
5.Monetize
6.Knowyourcustomer
7.Reducetimetoinsight
8.Advancedcapabilities
2.Reduce
conversionbarriers
3.Optimizeadoption
4.IncreaseLTV
1.Improverelevance
MARKETINGORG
GLOBAL
EFFORTS
LIFECYCLE
SPECIFIC
Managed customer
Client management & customer satisfaction
Grow customer
Renewals & upselling
Demand generation
Nurture prospects into leads & sales
Field Marketing
Influence conference & create qualified
leads
Analyst Relationships
Influence analyst reports
Media
Create customer awareness
and traffic to .net
Brand Marketing
Defines the “Juniper story”
KEY
ACTIONS
Lead MQL SQL SALE RENEWAL & X-SELL
LIFECYCLE
SPECIFIC
METRICS
GLOBAL
METRICS
Evaluate Juniper &
purchase decision
OPPORTUNITY
Implement solution
IMPLEMENTATION
Product usage & support
ACCOUNT USAGE
Renew or purchase new
products / services
X-SELL
Understand Juniper’s
product offering
PROSPECT
Requirements gathering &
education
RESEARCH
1.1 Cross-channel targeting 2.1 Lead scoring 3.1 Onboarding campaigns 4.1 Next-Best-Product
4.2 Voice of the customer
4.3 Referral campaigns
2.2 Account Based
Marketing
2.3 Recommendation
engine
1.2 Triggered-based
messaging
3.2 Community support
3.3 Closed-loop Marketing1.3 Funnel optimization
5.1 Marketing ROI
5.2 Marketing mix
modeling
5.3 Marketing performance
measurement
6.1 Customer 360 record
6.2 Personas
6.4 Firmographics
6.3 Audience analytics
8.3 Ongoing optimization
program
7.3 Lifecycle Analytics
7.2 Self-service analytics
7.1 Cross-channel
measurement framework
8.1 Multi-point attribution
7.4 Analytics insights
roadmap
8.2 Predictive analytics
Partner enablement
Increase pipeline & product adoption
Product Marketing
Product positioning, etc.
PR & AR
Socialize the Juniper story
Social Media
Create conversation with the
community
Sales Enablement
Sales tools & collateral
CMO Charter: Drive a differentiated customer experience & enable partners and sales teams
The Customer Engagement area is flooded with specialized approaches, tools and skills creating an
arsenal of tools at the CMO’s disposal to build and monitor their customer.
Building this capability needs to be deliberate to meet business model needs and require a strong data
and analytics mastery to leverage fully.
Exploit thelatest
technical capabilities
for business needs
Average business today has road tested at
least 16 marketing technology solutions;
and the largest organizations round out at
almost 100
- 2017 MarTech Industry Council
slalom.com

10. Regulatory Obligations
GDPR and other regulations are increasing in number but also starting to get real. What is your answer to
these rights of the customer?
Customer
Interaction
Procedures
Data
Governance
Program
Management
Change
Management
Cyber
Security and
Data
Protection
GDPR
Framework
Legal
Expertise
Customer Trust Obligations
Customer obsessed organizations find keeping up with customer expectations far
exceeds realistic or even agreed upon conditions but they are more fickle then ever.
Low tolerance for breaches of contract or poor services – we only have to look back to
early September with the Experian data breach and the public outcry.
1. Right of Access
2. Right to Rectification
3. Right to Erasure (‘right to be forgotten’)
4. Right to Restriction of processing
5. Right to Data Portability
6. Right to Object
“With great power comes great responsibility.”
– Spider Man c. 1962
slalom.com

11. Only the Product and the team building it matters now.
Put in place and nurture “customer by design” mentality when building your
teams, culture and business models.
Forrester’s The-Operating-Model-For-Customer-Obsession
In closing… it comes down to setting up for success before executing
an idea can become reality.
Mindset Change Build Enabling Capability Disruptive Results+
slalom.com