Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
[WEBINAR] The Customer Experience Cloud:
How To Select The Teams and Tools for Delivering A Unified Customer Experience
Th...
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
repe...
Disconnected
Experiences Are A
Business Risk
Inefficient Organization
• Departments don’t
coordinate efforts or
tools and ...
Disconnected
Experiences Are
A Business Risk
Irrelevant Brand
• 89% of companies say
they expect to compete
primarily on t...
Why is it so hard to integrate
different departments and customer
data?
Oracle Survey, “Global Insights in Succeeding in The Customer Experience Era” (Feb. 2013.)
Disparate Department Goals
• Different KPIs lead to competing efforts
• Customer data lives in silos, each department has ...
The 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 d...
Case Study: General
Motors
• “Customer 360” project to build
a master customer database
• Uses data scientists along with
...
Who Makes Sense of The Data?
Customer
Insights Team
• Manages the SOR
• Develops rich
personas
• Maps the customer
journey
• Sets the final CX vision
•...
Case Study: ECCO
• Unified Customer Insights team
with reps from Sales, Marketing
and Product teams
• Cross-functional tea...
Who Acts on The Insights?
Content Management
Team
• Takes findings from insights team,
turns it into relevant content
• Not necessarily a content fa...
Case Study: Nespresso
• Sets governance for content
production process, guidelines
for tone, visuals and messaging
• Orche...
The Tools of Engagement
System of Engagement (SOE)
Marketing
Automation
• Engage on 1 or 2 Channels
• Limited Data
Marketing
Cloud
• Engage on Man...
Essential Components of A Customer Experience Cloud
Assess Your Tech Needs
How Many Channels?
One/Two
Many
Type of Customer Data?
Anonymous
Known
Both
Integrations Required?
...
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: Prof...
Channel and Data Complexity Drive
Technology Choices
Quadrant 2: The Considered Buyers
• Marketing
CloudSystem of
Engagement
• CRM
• Web
Analytics
System of
Record
• Examples:...
Channel and Data Complexity Drive
Technology Choices
Quadrant 3: The E-Commerce Sellers
•Marketing Cloud
System of
Engagement
•CRM
•Analytics
•Predictive
Intelligence
System o...
Channel and Data Complexity Drive
Technology Choices
Quadrant 4: The Omni-Present
•Integrated Sales, Service
and Marketing Systems
System of
Engagement
•CRM
•Web Analytics
•Th...
Final Thoughts
Choose Your Leader
Hire Cross Functional People
Take The Incremental Approach
Buy Tech For Where You Want T...
Charlene Li
Principal Analyst, Altimeter
@CharleneLi
charlene@altimetergroup.com
Omar Akhtar
Managing Editor, Altimeter
@o...
Icons used were created by Noun
Project
[WEBINAR SLIDES] The Customer Experience Cloud: How To Choose The Tools and Teams for Delivering A Unified Customer Experi...
[WEBINAR SLIDES] The Customer Experience Cloud: How To Choose The Tools and Teams for Delivering A Unified Customer Experi...
[WEBINAR SLIDES] The Customer Experience Cloud: How To Choose The Tools and Teams for Delivering A Unified Customer Experi...
[WEBINAR SLIDES] The Customer Experience Cloud: How To Choose The Tools and Teams for Delivering A Unified Customer Experi...
Nächste SlideShare
Wird geladen in …5
×

[WEBINAR SLIDES] The Customer Experience Cloud: How To Choose The Tools and Teams for Delivering A Unified Customer Experience

10.089 Aufrufe

Veröffentlicht am

In our recent webinar, The Customer Experience Cloud: How to Select the Tools and Teams for Delivering a Seamless Customer Experience, we discussed:

The vision of a unified customer experience (CX) across sales, service and marketing
The essential components of a Customer Experience Cloud, including leadership, organization and technology
Case studies from leading brands including GE, GM, McDonald's and Lenovo
How to choose the technology for a unified CX
An overview of the top CX software vendors

Download the research report this webinar is based on from here:

http://www2.prophet.com/l/69102/2015-10-08/2mg4ky

Veröffentlicht in: Business
  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

[WEBINAR SLIDES] The Customer Experience Cloud: How To Choose The Tools and Teams for Delivering A Unified Customer Experience

  1. 1. [WEBINAR] The Customer Experience Cloud: How To Select The Teams and Tools for Delivering A Unified Customer Experience Thursday, November 12, 2015 Charlene Li Principal Analyst, Altimeter @CharleneLi Omar Akhtar Managing Editor, Altimeter @obakhtar #CXCloud
  2. 2. Customers want to be recognized as the same person across different departments
  3. 3. Customers want to be recognized as the same person across different departments
  4. 4. Customers want to be recognized as the same person across different departments
  5. 5. Customers want to be recognized as the same person across different departments
  6. 6. Customers want to be recognized as the same person across different departments
  7. 7. 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
  8. 8. 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)
  9. 9. 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
  10. 10. Why is it so hard to integrate different departments and customer data?
  11. 11. Oracle Survey, “Global Insights in Succeeding in The Customer Experience Era” (Feb. 2013.)
  12. 12. Disparate Department Goals • Different KPIs lead to competing efforts • Customer data lives in silos, each department has partial insight • Same channels have disparate content
  13. 13. The Customer Experience Cloud
  14. 14. It Starts With The Data
  15. 15. 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.
  16. 16. 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
  17. 17. Who Makes Sense of The Data?
  18. 18. Customer Insights Team • Manages the SOR • Develops rich personas • Maps the customer journey • Sets the final CX vision • Sells it to the stakeholders
  19. 19. 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
  20. 20. Who Acts on The Insights?
  21. 21. 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.
  22. 22. 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
  23. 23. The Tools of Engagement
  24. 24. 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
  25. 25. Essential Components of A Customer Experience Cloud
  26. 26. Assess Your Tech Needs How Many Channels? One/Two Many Type of Customer Data? Anonymous Known Both Integrations Required? Few Many
  27. 27. Channel and Data Complexity Drive Technology Choices
  28. 28. Channel and Data Complexity Drive Technology Choices
  29. 29. 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
  30. 30. Channel and Data Complexity Drive Technology Choices
  31. 31. Quadrant 2: The Considered Buyers • Marketing CloudSystem of Engagement • CRM • Web Analytics System 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
  32. 32. Channel and Data Complexity Drive Technology Choices
  33. 33. Quadrant 3: The E-Commerce Sellers •Marketing Cloud System of Engagement •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
  34. 34. Channel and Data Complexity Drive Technology Choices
  35. 35. Quadrant 4: The Omni-Present •Integrated Sales, Service and Marketing Systems System 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
  36. 36. Final Thoughts Choose Your Leader Hire Cross Functional People Take The Incremental Approach Buy Tech For Where You Want To Be
  37. 37. Charlene Li Principal Analyst, Altimeter @CharleneLi charlene@altimetergroup.com Omar Akhtar Managing Editor, Altimeter @obakhtar oakhtar@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 www.altimetergroup.com
  38. 38. Icons used were created by Noun Project

×