CX Appeal: Technology to Keep Your Customers Coming Back for More By Gerry Murray
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From the #MarTech San Francisco Conference in San Francisco, California May 9-11, 2017. SESSION: CX Appeal: Technology to Keep Your Customers Coming Back for More. PRESENTATION: CX Appeal: Technology to Keep Your Customers Coming Back for More - Given by Gerry Murray - IDC, Research Manager
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CX Appeal: Technology to Keep Your Customers Coming Back for More By Gerry Murray
- 1. CX Appeal: Technology to keep your customers coming back for more gmurray@idc.com © IDC Visit us at IDC.com and follow us on Twitter: @IDC
- 3. The dirty little secret about customer experience • Traditional approaches to organization design and systems deployment make it IMPOSSIBLE to manage customer experience. • Because the lack of a horizontal model makes the whole less than the sum of the parts. gmurray@idc.com © IDC Visit us at IDC.com and follow us on Twitter: @IDC
- 4. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Marketing BUYER EXPERIENCE: Search SELLER PRECEPTION: Hot prospect Web Search gmurray@idc.com
- 5. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC EcommerceMarketing BUYER EXPERIENCE: Find SELLER PRECEPTION: Intent to buy Web Search Online Cart gmurray@idc.com
- 6. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC EcommerceMarketing Retail Point of Sale BUYER EXPERIENCE: Buy SELLER PRECEPTION: Abandoned cart Web Search Online Cart In Store Purchase gmurray@idc.com
- 7. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC EcommerceMarketing Retail Point of Sale BUYER EXPERIENCE: Use SELLER PRECEPTION: Abandoned cart Web Search Online Cart In Store Purchase Install and use gmurray@idc.com
- 8. CX Fail: Abandoned cart, really? © IDC Visit us at IDC.com and follow us on Twitter: @IDC BUYER EXPERIENCE: Over SELLER PRECEPTION: Abandoned cart Abandoned cart emails ? ? EcommerceMarketing gmurray@idc.com
- 9. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Credit Card Purchase BUYER EXPERIENCE: New Service SELLER PRECEPTION: New customer gmurray@idc.com
- 10. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Credit Card Purchase Service Provisioning Operations BUYER EXPERIENCE: Up and running SELLER PRECEPTION: Service delivery Finance gmurray@idc.com
- 11. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Finance Credit Card Purchase Service Provisioning Credit Card Termination Operations BUYER EXPERIENCE: Card holder leaves company SELLER PRECEPTION: Cancellation gmurray@idc.com
- 12. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Finance Credit Card Purchase Service Provisioning Credit Card Termination Notification Emails Operations Marketing BUYER EXPERIENCE: Blissfully unaware SELLER PRECEPTION: Account risk gmurray@idc.com
- 13. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Finance Operations Credit Card Purchase Service Provisioning Credit Card Termination Notification Emails Service Termination ? Operations Marketing BUYER EXPERIENCE: What?!? SELLER PRECEPTION: Lost customer gmurray@idc.com
- 14. CX Fail: B2B SaaS Credit Card Expiry? © IDC Visit us at IDC.com and follow us on Twitter: @IDC Finance Finance Operations Credit Card Purchase Service Provisioning Credit Card Termination Notification Emails In app notification Operations Marketing BUYER EXPERIENCE: Normal operations SELLER PRECEPTION: Normal operations gmurray@idc.com
- 24. “… PEOPLE WILL FORGET WHAT YOU SAID, PEOPLE WILL FORGET WHAT YOU DID, BUT PEOPLE WILL NEVER FORGET how you made them feel.” – Maya Angelou © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 25. Technology can make customers feel all these things … © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 26. … or all these things © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 27. Three Stages of Evolution from MarTech to CX Tech © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 28. Stage 1 – Task Based Silos Each application is a stand alone system © IDC Visit us at IDC.com and follow us on Twitter: @IDC Email Rules Engine Event Manager Workflow Reporting/Analytics Database Web Rules Engine Event Manager Workflow Reporting/Analytics Database Etc. Rules Engine Event Manager Workflow Reporting/Analytics Database gmurray@idc.com
- 29. Stage 2 – Departmental Stacks Each application is a separate system but data gets too big © IDC Visit us at IDC.com and follow us on Twitter: @IDC Email Rules Engine Event Manager Workflow Reporting/Analytics Web Rules Engine Event Manager Workflow Reporting/Analytics Etc. Rules Engine Event Manager Workflow Reporting/Analytics Database gmurray@idc.com
- 30. Stage 2 – Departmental Platforms More workloads are moved to core services for marketing apps © IDC Visit us at IDC.com and follow us on Twitter: @IDC Email Rules Engine Event Manager Workflow Reporting Audience Web Rules Engine Event Manager Workflow Reporting Audience Etc. Rules Engine Event Manager Workflow Reporting Audience Analytics Database Identity Mgmt Tag Mgmt Collaboration gmurray@idc.com
- 31. Customer Experience Orchestration Services Stage 3 – Enterprise Orchestration Services Orchestration Services extend across all customer facing functions © IDC Visit us at IDC.com and follow us on Twitter: @IDC Marketing Database Interaction Event Sharing Workflow / Rules Engine Reporting/Monitoring … and more!!! Identity and Audience Mgmt Tag Mgmt Collaboration / Social / Calendaring SDK, APIs, Microservices Sales/POS eCommerce Finance Services/ Fulfillment Call Center Analytics / Cognitive Services Operations gmurray@idc.com
- 32. Enterprise integration evolution Stage 1: point to point © IDC Visit us at IDC.com and follow us on Twitter: @IDC Today’s Typical Customer Infrastructure Numerous Vendors, Complex, Costly gmurray@idc.com
- 33. Enterprise integration evolution Stage 2: hub and spoke (master data management) © IDC Visit us at IDC.com and follow us on Twitter: @IDC Closed proprietary system, requires repository creation Central Data Repository (Vendor’s Cloud) Social Media Analytic listening Social Publishi ng Gamific ation Testing & Peersonal ization Ad tech Campaign Mgmt. Mobile Push Demand Side Platform (DSP) Digital Analytics Email Data Provide rs gmurray@idc.com
- 34. Enterprise integration evolution Stage 3: orchestration services © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 35. GREAT The orchestration layer enables every function to drive innovation by delivering brand new value not available elsewhere. GOOD The application layer enables every function to increase productivity and capacity by doing the same old things better/faster/cheaper The key to CX innovation •It’s the journey from Good to Great © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 36. But do not boil the ocean • Acquire data one use case at a time • Develop data recipes that support a business case like: • Credit card expiries • Contract renewal dates • Service calls/complaints • Operational status reports • Customer performance benchmarks © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 37. CX Tech in Action © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 38. IBM – Banking IoT © IDC Visit us at IDC.com and follow us on Twitter: @IDC Created a marketing infrastructure to personalize customer initiated interactions across all channels (web, mobile, ATM, and more) Included customer experience notifications (e.g. notifications to customers who left card or cash at ATM) Generated 3x higher response rates gmurray@idc.com
- 39. Oracle – connected dealerships © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 40. SAP – microservices for all © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 41. Salesforce – marketing and service © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com
- 49. Key Questions for Marketers to Ask Their Own Organizations • What if you consider your current CX to be average in all respects? • Can you use buyer journeys, user experience, crowd sourced sentiment analysis, complaints, enhancement requests to add value not just fix problems or optimize metrics? • How can you set up a contributory model for CX budgeting and operations across functions? • How can you use data as the source for innovation? • Which uses cases offer the most visible and immediate payback? © IDC Visit us at IDC.com and follow us on Twitter: @IDC gmurray@idc.com