1. www.ovum.com
© Copyright Ovum 2014. All rights reserved.
From VoC to MoC
Jeremy Cox, Principal Analyst Customer Engagement Ovum
Jeremy.cox@ovum.com
@jeremycoxcae
Evolution of VoC Directors Forum 24th February 2015

2. 2© Copyright Ovum 2014. All rights reserved.
From VoC to MoC: Agenda
 Business Context
 The Challenge just gets bigger
 More to VoC than used to be
 The art of the possible is expanding and confusing
 Recommendations

3. 3© Copyright Ovum 2014. All rights reserved.
From VoC to MoC: Agenda
 Business Context
 The Challenge just gets bigger
 More to VoC than used to be
 The art of the possible is expanding and confusing
 Recommendations

4. 4© Copyright Ovum 2014. All rights reserved.
The Customer is King now means something

5. 5© Copyright Ovum 2014. All rights reserved.
Ovum research indicates enterprises have recognised
this customer imperative
Customer Satisfaction
Align IT with goals
Transformation
ROI
1
2
3

6. 6© Copyright Ovum 2014. All rights reserved.
From VoC to MoC: Agenda
 Business Context
 The Challenge just gets bigger
 More to VoC than used to be
 The art of the possible is expanding and confusing
 Recommendations

7. 7© Copyright Ovum 2014. All rights reserved.
A deluge of ever bigger data ……………….

8. 8© Copyright Ovum 2014. All rights reserved.
Getting bigger at an accelerating rate
Source: HP

9. 9© Copyright Ovum 2014. All rights reserved.
From VoC to MoC: Agenda
 Business Context
 The Challenge just gets bigger
 More to VoC than used to be
 The art of the possible is expanding and confusing
 Recommendations

10. 10© Copyright Ovum 2014. All rights reserved.
From reactive to right-first time
 Modern EFM systems provide an effective rapid reaction capability
 but today’s consumer is unforgiving and demands right first time

11. 11© Copyright Ovum 2014. All rights reserved.
VoC has to encompass so much more today
2015 – 2020+
Strategic/embedded
VoC to MoC
Customer-adaptive
Design
Measure
AnalyseImprove
Control
Six Sigma
1990s
Tactical
Isolated
right first time
intent driven not just reactive
proactive/prescient
2010 - 2015
Strategic / pervasive
early 2000s
Optional – slow burn
EFM realtime
Departmental CX/Omnichannel

12. 12© Copyright Ovum 2014. All rights reserved.
From VoC to MoC: Agenda
 Business Context
 The Challenge just gets bigger
 More to VoC than used to be
 The art of the possible is expanding and confusing
 Recommendations

13. 13© Copyright Ovum 2014. All rights reserved.
All vendors want to be the ‘customer-hub’
EFM
Customer
Success
Platforms
In-Memory
platforms
Customer
Interaction
Analytics
CRM
Community
Platforms
IoT

14. 14© Copyright Ovum 2014. All rights reserved.
From VoC to MoC: Agenda
 Business Context
 The Challenge just gets bigger
 More to VoC than used to be
 The art of the possible is expanding and confusing
 Recommendations

15. 15© Copyright Ovum 2014. All rights reserved.
Lay the foundations and move on to the next level
Customer-Adaptive
CEO, board level sponsorship, enterprise-wide commitment
Focused on:
• Omnichannel
• Continuous
innovation
• Anticipating
the future
• MoC
Relevancetocustomer
Coherence as an organisation
Extracted from Ovum Framework: Harnessing Voice of the Customer for Customer-Driven Transformation 2014
Augmented
CEO, board level sponsorship, enterprise-wide commitment
• Customer
journey’s
mapped
• Integrated
channels
• Context 360
Optional
Continuous feedback from some channels
Tactical
Departmental silos,
Fragmented
Persistent
Transient
Lacking Pervasive

16. 16© Copyright Ovum 2014. All rights reserved.
VoC must be built on a solid foundation
Technology
Processes
Organisation & skills
Culture
Leadership & Customer Vision Essential foundation
Engaged workforce
Omnichannel alignment
Simple, seamless, connected
Integrated with true customer context 360

17. 17© Copyright Ovum 2014. All rights reserved.
A final word…………….
 Build the foundation – across the enterprise
 Think customer journey and omnichannel
 Context provides the key to understanding customer intent and right first time
 You can’t get that without a high degree of integration, good unified data
management supported by ‘in the moment’ analytics
 Above all it calls for visionary leadership, enterprise-wide collaboration,
connected processes and IT landscape that supports an engaged workforce
to deliver
 It’s about understanding the customer’s mind

18. 18© Copyright Ovum 2014. All rights reserved.
Thank you!
Jeremy.cox@ovum.com
@JeremyCoxCAE