[WEBINAR] The Customer Experience Cloud: How To Select The Teams and Tools for Delivering A Unified Customer ExperienceThursday, November 12, 2015

Charlene LiPrincipal Analyst, Altimeter@CharleneLi

Omar AkhtarManaging Editor, Altimeter@obakhtar

#CXCloud

What Is A Unified Customer Experience? (And Why Do I Need To Deliver It?)

Customers want to be recognized as the same person across different departments

Customers want to be recognized as the same person across different departments

Customers want to be recognized as the same person across different departments

Customers want to be recognized as the same person across different departments

Customers want to be recognized as the same person across different departments

Disconnected Experiences Are A

Business Risk

Frustrated Consumers

• 66% of consumers find it extremely frustrating to repeat information across multiple interactions

• 95% of customers are likely to tell others about a bad experience

Disconnected Experiences Are A

Business Risk

Inefficient Organization

• Departments don’t coordinate efforts or tools and are not aligned on same goals

• Integrated approach frees up 15-20% of marketing spending (McKinsey)

Disconnected Experiences Are A Business Risk

Irrelevant Brand

• 89% of companies say they expect to compete primarily on the basis of customer experience by 2016 (Gartner)

• Brands don’t get compared to competitors, they get compared to Amazon, Uber, Zappos

Why is it so hard to integrate different departments and customer data?

Lack of Leadership

91% of organizations said they aspire to be among the customer experience leaders in their industry, yet only 37% had started a formal CXM initiative –

Oracle Survey, “Global Insights in Succeeding in The Customer Experience Era” (Feb. 2013.)

TOO MANY TECHNOLOGY OPTIONS!

Disparate Department Goals

• Different KPIs lead to competing efforts• Customer data lives in silos, each department has partial

insight• Same channels have disparate content

The Customer Experience Cloud

How Do You Build A Customer Experience Cloud?

It Starts With The Data

System of Record (SOR)

• For known customers, CRM is suitable

• For unknown customers, web analytics, or other anonymous data management platforms

• To recognize unknown and known customers, customer identity solution is needed.

• For real-time interactions, predictive intelligence is a must.

Case Study: General Motors

• “Customer 360” project to build a master customer database

• Uses data scientists along with primary research to create best offers for each segment

“In order to create better connections across different touch points, we knew we had to take it to the next level. That is the cost of doing business if you’re going to be competitive in customer experience”

Dave Mingle, Executive Director, Global Connected Customer Experience Program Execution at General Motors

Who Makes Sense of The Data?

Customer Insights Team

• Manages the SOR

• Develops rich personas

• Maps the customer journey

• Sets the final CX vision

• Sells it to the stakeholders

Case Study: ECCO• Unified Customer Insights team

with reps from Sales, Marketing and Product teams

• Cross-functional team creates customer journeys to share with sales/e-commerce/social teams

• Creating master dashboard to share customer data across multiple departments

“Companies need to create user journeys that can detach themselves from campaigns, you never know when people are interested in your product and that’s when you need to give them journeys to get attached to the brand”

Grimur Fjeldsted, Digital Innovation Manager, ECCO Labs

Who Acts on The Insights?

Content Management Team

• Takes findings from insights team, turns it into relevant content

• Not necessarily a content factory, but a content management hub.

• Hosts digital/creative assets.

• Sets governance for how content is used.

• Establishes guidelines for consistent voice, message and tone.

• Looks for integration between paid, earned and owned content.

Case Study: Nespresso• Sets governance for content

production process, guidelines for tone, visuals and messaging

• Orchestrates content across PR, customer service, local markets and commercial teams.

• Works closely with CRM and customer insights group

“It is first a governance exercise, and then a strategic exercise to identify all the content topics, the stakeholders, and the pillars within the organization that needs to be aligned”

Laure de Bary, Head of Social, Content and Media, Nespresso

The Tools of Engagement

System of Engagement (SOE)

Marketing Automation

• Engage on 1 or 2 Channels• Limited Data

Marketing Cloud

• Engage on Many Channels• Integrate with Data Sources

System of Engagement

• Multi-Channel Engagement • Many Departments using one, integrated system• Unified data from multiple sources

Essential Components of A Customer Experience Cloud

How Do You Choose The Right Technology?

Assess Your Tech Needs

How Many Channels?

One/Two

Many

Type of Customer Data?

Anonymous

Known

Both

Integrations Required?

Few

Many

Channel and Data Complexity Drive Technology Choices

Channel and Data Complexity Drive Technology Choices

Quadrant 1: The One-on-Ones

• Marketing AutomationSystem of

Engagement

• CRM• Web AnalyticsSystem of

Record

• Examples: Professional advisory, consulting, high-end concierge services

• Customers are identifiable, with a slow path to purchase

• Presence on few channels

Tech to Consider: HubSpot, Marketo

Channel and Data Complexity Drive Technology Choices

Quadrant 2: The Considered Buyers

• Marketing CloudSystem of

Engagement

• CRM• Web

AnalyticsSystem of

Record

• Examples: Large B2B companies, high-tech software vendors.

• Long path to purchase, customers engage on multiple channels. Consume more content.

• Mostly known customers, some level of integration between known and unknown.

Tech to Consider: Marketo, Adobe, IBM, Oracle, Salesforce

Channel and Data Complexity Drive Technology Choices

Quadrant 3: The E-Commerce Sellers• Marketing Cloud

System of Engagemen

t

• CRM• Analytics• Predictive

Intelligence

System of Record

• E-commerce brands, mobile only services (e.g. Uber)

• Delivers experiences mostly through one main channel with others supporting.

• Needs sophisticated SOE to integrate transaction data with unknown customer data to deliver real-time, personalized content

Tech to Consider: Adobe, Sitecore, SAS, SAP

Channel and Data Complexity Drive Technology Choices

Quadrant 4: The Omni-Present

•Integrated Sales, Service and Marketing SystemsSystem of

Engagement

•CRM•Web Analytics•Third Party Data•Primary Research•Predictive Intelligence

System of Record

• Big box retailers, large CPG brands.

• Need to scale large volume of content across multiple channels and departments.

• Large volume of customers

• Customers expect to be recognized across every type of interaction.

Tech to Consider: Adobe, IBM, Oracle, Salesforce, Sprinklr, SAS, SAP, Experian, Sitecore

Final Thoughts

Choose Your Leader

Hire Cross Functional People

Take The Incremental Approach

Buy Tech For Where You Want To Be

Charlene LiPrincipal Analyst, Altimeter@CharleneLicharlene@altimetergroup.com

Omar AkhtarManaging Editor, Altimeter@obakhtaroakhtar@altimetergroup.com

Thank you!

Download the report for free at http://bit.ly/1QxK5ll

Altimeter, a Prophet company, provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models

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