Tech Talk: Achieve a Customer-Centric View in an Omni-Channel World  

1. World®
’16
Tech Talk: Achieve a Customer-Centric
View in an Omni-Channel World
Bryan Whitmarsh, Sr. Principal Product Manager, CA Technologies
DO4T31T
DEVOPS – AGILE OPERATIONS

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© 2016 CA. All rights reserved. All trademarks referenced herein belong to their respective companies.
The content provided in this CA World 2016 presentation is intended for informational purposes only and does not form any type of
warranty. The information provided by a CA partner and/or CA customer has not been reviewed for accuracy by CA.
For Informational Purposes Only
Terms of this Presentation

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Abstract
Today, our customers are interacting with our business and services through mobile, Web and
increasingly via wearables. It is critical to understand and improve the user experience we are
providing across all of these app channels. Are our customers getting good value from our apps?
How are they interacting with us? How can we deliver more value via the channels and devices
most important to our users?
Bryan
Whitmarsh
CA Technologies
Sr. Principal Product
Manager

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Agenda
WHAT IS IMPORTANT FOR AN OMNI-CHANNEL EXPERIENCE?
OMNI-CHANNEL EXAMPLES PROVIDED AS STORYTELLING
KEY QUESTIONS TO ANSWER FOR OMNI-CHANNEL SUCCESS
HOW DO WE ACTIVE OUR OMNI-CHANNEL?
HOW TO ENABLE A CUSTOMER CENTRIC OMNI-CHANNEL VIEW
GAIN TRUE BUSINESS INSIGHTS FROM YOUR ANALYTICS
1
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5
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BEST BANKING APP I HAVE EVER USED!
Just changed banks to ______!
World®
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500M+
Wearables by
2020
Anytime,
Anywhere
App Access
Connect Apps,
Increase
Value
Wearables LTEs and SDNs Opportunity
Omni-Channel Apps
Driving Success and Failure

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67%
…of mobile users
unwilling to wait for slow
app load-times
50%
Rank ‘ease-of-use’ as the
top driver for app
adoption or purchase
38%
…of mobile users are
frustrated by app
security issues
Speed Simplicity Security
Zogby Report
What is Important to App Users?
The keys to winning in the App Economy

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Omni-Channel in Travel

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Omni-Channel in Retail

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Omni-Channel in Lodging

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How do we activate our Omni-Channel?

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Many Different Apps, Devices, APIs
Mobile
Web
Wearables
TV
Physical
Products and
Services
Coming in 2016The Omni-Channel Problem…

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Keys to Omni-Channel Success
Wearables by 2020
Analyze it
Enable ad-hoc queries,
drive actionable
intelligence
Normalize it
Centralized data
lake repository,
common KPIs
Get the data
Instrument across
all channels
Steps in the journey…

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Enabling a Customer Centric, Omni-Channel View
Mobile
Web
Wearables
TV
Physical
Products and
Services

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Enabling a Customer Centric, Omni-Channel View
Mobile
Web
Wearables
TV
Physical
Products and
Services

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Empowering Your Business With Omni-Channel
Wearables by 2020
Personalize
Contextual, targeted
experiences and offers,
delivered in real-time
Optimize
Use data,
retain context,
simplify workflows
Understand
Illuminate the
customer journey,
data-driven decisions
Create compelling, personalized experiences

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A Rules-Based Policy Engine

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Gain Business Intelligence/Insights from Your Analytics

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Omni-Channel Success: Answer Key Questions!
Who is using our apps?
Where and When are apps used?
What are my users doing with our apps?
What goals are my users trying to achieve?
Can I Help users get more value?
Visualize, Understand Intent and be Proactive.

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Summary
5 Takeaways
1. User experience is “the” top application metric
2. Omni-channel is more then multi-channel
3. 3 Steps to omni-channel success collect->normalize->analyze
4. Business intelligence/insights can make you the hero
5. Answer: Who? Where and When? What? What? Can I help?

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Thank you.
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