Kevin Parker is a senior vice president at Tahzoo, a data-driven customer experience agency. He regularly speaks and writes on topics related to information governance, web content management, information architecture, user experience, and digital transformation. The document discusses how customer experience efforts should be tied to business objectives, the importance of identifying customer data needs and how to manage data properly. It also emphasizes that digital transformation requires changes to both external customer interactions and internal business processes and information management.

2. Web:
www.JKevinParker.com
Email:
kevinp@tahzoo.com
Twitter:
@JKevinParker
LinkedIn:
/in/jkevinparker
Kevin Parker, CIP
Senior VP of MarTech Labs at Tahzoo, a
data-driven customer experience
agency.
I regularly speak and write on topics
related to InfoGov, Web Content
Management, Information
Architecture, User Experience, and
Digital Transformation.
Voted 2016 InfoGov Expert of the Year!

3. Takeaways
• Tie customer experience efforts to business
objectives.
• Identify what information you need to collect,
how, and when.
• Determine how information is managed,
protected, and dispositioned.
• Look for smart ways to connect information
in your internal processes.

5. “This narrow gap between CMO and
CIO technology spending will close
over the next year based on
substantially different annual
growth rates … This trend supports
the Gartner prediction that CMOs
will spend more on technology
than CIOs by 2017” (>3.4% of
revenue).
“CMO marketing technology spend
rivaling CIO technology spend”
—2016-2017 Gartner CMO Spend Survey

6. “…A growing number of senior
executives realize that effectively
managing lifetime relationships with
prospects and customers can literally
make or break an organization’s topline
growth and bottom-line results.”
—Connie Moore, Digital Clarity Group Report
“2017 Customer Experience Trends: The Year of Operational Excellence”
www.digitalclaritygroup.com

7. Thinking
through how
to do
Customer
Experience
MarTech +
InfoGov

9. Tie CX Efforts to Business Objectives
• How do we better engage with customers to
build trust and loyalty?
• What specific business outcomes are
desired?
• What is the overall strategy for customer
information?
• Are we segmenting? Personalizing?
Providing customer service? Sales? Or a
combo?

10. “Digital fundamentally changes your
relationship with your customers. you
can’t address this change with a bolt-on
digital strategy that adds an app here or
a site there. To remain competitive, you
must re-engineer how your business
creates value for your customers in the
digital age.”
—Feb. 25, 2017 Forrester Report: “The Digital Business Imperative”

12. Think Through Architecture
• What specific data do you need to
collect, and for what uses?
• Where will all this data be collected and
how?
• In which systems will it be stored?
• In which geographic locations will it be
stored?

13. “Nearly 2/3 believe their
organizations' information
architecture isn't effective.
Often overlooked, Information
Architecture, well executed,
can help improve many high
priority issues such as
information security and
compliance.”
Source: Information Coalition Report: “Information Strategy 2017”

15. A Simplified MarTech Conceptual Architecture
Source: Tahzoo

17. Govern Customer Data
• What protections are required, and what
additional ones make sense?
• Who has access? Who needs access? Do they
really need access?
• Which 3rd parties will have access to the
data? Do they own the data?
• How long should the data be kept?
• Are we adequately managing for privacy?
Cybersecurity? Proper usage?

18. “…we regard data as ‘personally
identifiable,’ and thus
warranting privacy protections,
when it can be reasonably linked
to a particular person,
computer, or device. In many
cases, persistent identifiers such
as device identifiers, MAC
addresses, static IP addresses, or
cookies meet this test.”
— Jessica Rich, Director, US FTC Bureau of Consumer
Protection (2016)

20. Digital
Transformation:
Outside-In and
Inside-Out
“Customer actions in the
digital outside mirror
employee actions in
digital inside.”
—Connie Moore, Digital Clarity Group Report
“2017 Customer Experience Trends: The Year of
Operational Excellence”
www.digitalclaritygroup.com

21. Getting a Complete View of the
Customer
• How do they interact with the website, mobile apps,
in-store systems, etc.?
• What other information (records?) do we have for
the customer?
• Have they purchased from us? Used our services?
Reviewed us online? Engaged customer support?
• What next piece of content or product or service
would be most appropriate for this customer?

22. Really try not to be creepy…

23. We’re closer to this than you think…

24. To do Digital Transformation and Customer
Experience right, your org needs InfoGov.

25. Thank you.

26. Web:
www.JKevinParker.com
Email:
kevinp@tahzoo.com
Twitter:
@JKevinParker
LinkedIn:
/in/jkevinparker
Kevin Parker, CIP
Senior VP of MarTech Labs
Architects for the experience age.