Explore how big and impactful is DCX and why or which of the analytics avenues are worth engineering for your business.

1. Digital Customer
Experience
Presented by:
Blueocean Market Intelligence
Massive Operating Efficiencies of the

2. © 2018 Blueocean Market Intelligence 2
Massive Operating Efficiencies of the
Digital Customer Experience
Joseph Sursock | Anchor
Senior Vice President – Business Development (Europe)
Joseph.s@blueoceanmi.com
Sushant Ajmani | Presenter
Vice President – Digital Customer Experience
Sushant.a@blueoceanmi.com

3. Agenda
© 2018 Blueocean Market Intelligence 3
Consumer experience and the digital landscape
Major challenges faced by enterprises on their DCX journey
What is Digital Customer Experience (DCX)?
How Blueocean is enabling enterprises
Success Story: Telecom
Q&A

4. About me
© 2018 Blueocean Market Intelligence 4
Sushant Ajmani
Head Solutions & Consulting practice at Blueocean Market Intelligence
Spent over 17 years in the Marketing & Customer analytics domain both as a
consultant as well as entrepreneur
Trained over 2000+ digital professionals across 50+ enterprises
Consulted over 180+ enterprises in the digital analytics space
Post memorable years at eBay, ran own analytics consulting firm

5. Blueocean Market Intelligence
© 2018 Blueocean Market Intelligence 5
Digital Transformation enabled through Analytics, Insights, and Artificial Intelligence
Solution Portfolio
Integrated
Marketing
Measurement
Digital Customer
Experience
Social Media
Sensing
Transformative
Digital Center of
Excellence

6. How is consumer experience shaping the
digital landscape?
© 2018 Blueocean Market Intelligence 6
In the U.K. the estimated
cost of customers switching
due to poor service is £37bn
while in U.S, it’s $1.6 Trillion
– Accenture

7. How is consumer experience shaping the
digital landscape?
© 2018 Blueocean Market Intelligence 7
Maximizing satisfaction
across customer journeys has
the potential to increase
customer satisfaction by
20% and to lift revenue by
up to 15% while lowering
the cost of serving customers
by as much as 20%.
– McKinsey & Co.

8. How is consumer experience shaping the
digital landscape?
© 2018 Blueocean Market Intelligence 8
Companies that excel at
customer experience grow
revenues 4-8% above the
market.
– Bain & Co.

9. © 2018 Blueocean Market Intelligence 9
How to build linkages between metrics at every level
of customer experience delivery such that it correlates
well with the overall satisfaction measure?

10. Immediate, responsive service
What consumers are expecting from digital
enterprises?
© 2018 Blueocean Market Intelligence 10
• 64% of consumers and 80% of business buyers
said they expect companies to respond to and
interact with them in real time.
• 66% of Millennial consumers expect real-time
responses and interactions, versus 62% of Baby
Boomers.

11. Immediate, responsive service
What consumers are expecting from digital
enterprises?
© 2018 Blueocean Market Intelligence 11
Predictive, anticipatory service
(as the norm)
By 2020 –
• 75% of business buyers will expect companies
that can anticipate their needs and make relevant
suggestions before they initiate contact, while…
• 73% will expect that products they purchase will
self-diagnose issues and automatically order
replacement parts or service.

12. Immediate, responsive service
What consumers are expecting from digital
enterprises?
© 2018 Blueocean Market Intelligence 12
Predictive, anticipatory service
(as the norm)
Consistency • 75% of consumers expect consistent experiences
across multiple channels (web, mobile, in-person,
social), with…
• 73% likely to switch brands if they don’t get it.

13. Immediate, responsive service
What consumers are expecting from digital
enterprises?
© 2018 Blueocean Market Intelligence 13
Predictive, anticipatory service
(as the norm)
Consistency
In exchange – Customers are willing
to share personal data
• 61% of Millennials are happy to share personal
data if it leads to a more personalized in-store or
online shopping experience, while…
• 58% will share personal data to power product
recommendations that match their needs.

14. Major Challenges along the Digital Customer
Experience Journey
© 2018 Blueocean Market Intelligence 14
Understanding
customer
expectations and
knowing how to
exceed them
Customer
expectations are
constantly changing
Realizing single
customer profiles
to gain a 360
degree holistic
view of the
customer
Unified channel
communications are
essential to win over
upset customers and
retain them
Delivering
consistent
customer
experience across
all channels
Customers rate
business on
cumulative
experiences, rather
than singular
touchpoints
Deliver
personalized
experience at
every step of the
customer journey
Customers want
businesses to treat
them as human
individuals, not
robots or algorithms
Choosing the
right technology
to create better
experiences
Challenge is to use
the right technology
to improve the right
parts of customer
experience

15. What is Digital Customer Experience?
© 2018 Blueocean Market Intelligence 15
Digital Customer Experience (DCX) is a
framework/methodology which enables
an organization to reduce their
operational cost, strengthen digital as
self-service channels for both B2C and
B2B subscribers, and improve customer
satisfaction measures (CSAT, CES, NPS)
both at the channel and organizational
level.

16. How Blueocean Enables Enterprises with DCX?
© 2018 Blueocean Market Intelligence 16
• CMS Platform
• PIM
• Promotional Platform
• Marketing Tools
• DMPs
• Targeting Platform
• CRM Platform
• Marketing Automation
• Transactional System
• CRM Platforms
• Transactional System
• CRM Platform
• Transactional System
• Promotional Platform
Digital Online/Offline Media Sales Call Center Brick & Mortar Stores
Business Technology Layer
Digital
Online/Offline
Media
Sales Call Center
Brick & Mortar
Stores
Consumer Experience Layer
Delivering
Experiences
• Clickstream Platform
• Survey Platform
• Reviews Platform
• Clickstream Platform
• Marketing Tools
• Channel Partners
• CRM Platform
• Marketing
Automation
• Call Recording
System
• NLP System
• Kiosks
• Tablets/Apps
Digital Online/Offline Media Sales Call Center Brick & Mortar Stores
Feedback Collection Layer
Leverage Feedback Suggesting Actions
Blueocean DCX Engine
Delivering
Actions

17. © 2018 Blueocean Market Intelligence 17
What does Digital Customer Experience mean for your
organization and how are you influencing that?

18. Case Study – DCX
for Telecom Sector

19. Large telecom provider in Western European region targeting both
consumer and commercial (SMBs and Large Enterprises) segments
© 2018 Blueocean Market Intelligence 19
Business Problem
The client was
frustrated with
declining customer
satisfaction scores
and rising
operational costs YOY
Client
Large telecom provider in Western European region with approx. 5.3 million subscribers (65%
consumers and 35% commercial)
Challenge
For 3 years in a row, the client had recorded consistent decline in customer satisfaction
measures:
• CSAT declined from 85% to 73%
• NPS declined from 9 to 6
• Churn rate increased from 25% to 39% for the consumer segment and 18% to 23% for the
commercial segment
• Plus - there was higher dependency on the IVR/Call Center channel despite investing
significantly in digital channels to enable customer self-service
2-year Partnership

20. Mid-size telecom provider in Western European region targeting both
consumer and commercial (SMBs and Large Enterprises) segments
© 2018 Blueocean Market Intelligence 20
Our Approach
We initiated the engagement with a 3-week discovery workshop wherein we met key
stakeholders from Sales, Marketing (Acquisition & CRM), Channel, Product, Offers, Call Center,
Vendor Mgmt., and Store and Media Agencies. Post discovery session, we delivered a
comprehensive current state assessment report along with Quick Wins, Short to Long Term
Roadmap, and a measurable POC definition.
Collaboratively, we executed a POC on identifying the reasons behind declining satisfaction
measures and the increasing operational cost by mining transactional records, web chat
scripts, call center disposition, social media conversations, and online & offline survey data using
NLP techniques in SPARK ML library.
The client was
frustrated with
declining customer
satisfaction scores
and rising
operational costs YOY

21. Mid-size telecom provider in Western European region targeting both
consumer and commercial (SMBs and Large Enterprises) segments
© 2018 Blueocean Market Intelligence 21
Our Approach
As an outcome of the POC phase, we built a tactical roadmap comprising of multiple projects
executed as per AGILE SCRUM methodology. Each project was executed as a 6 weeks sprint
wherein 25% of the work-force was based out of client premises under the leadership of a DCX
Champ from Blueocean who played a critical role in evangelizing and operationalizing the output
of the projects.
The general principles and framework behind this optimization initiative was Blueocean’s DCX
Solution, which:
• is platform agnostic
• beautifully leverages existing technology infrastructure (on-premise/on-cloud) of the client
• allows the client to achieve operational efficiencies, improvement in satisfaction measures, and
enablement of self-service digital channels for customer care
The client was
frustrated with
declining customer
satisfaction scores
and rising
operational costs YOY
(Continued)

22. High-LevelTechnologyStack
&DataSources
© 2018 Blueocean Market Intelligence 22
Project Start
Sep 2015
Project Completion Date
Still continuing
Multi-phase Rollout
5 Phases
Executed POC
Successfully Completed
POC Location
Blueocean HQ
POC Completion Date
Jan 2016
POC Success KPI
Identification of key contributing factors behind declining satisfaction measures and increasing
operational cost
• TIBCO StreamBase
• TIBCO eFTL
• TIBCO Mashery
• TIBCO Cloud Integration
• Oracle DB
• Talend (ETL layer)
• TIBCO Spotfire
• Clickstream (Adobe Analytics)
• Salesforce (CRM)
• Eloqua (Marketing Automation)
• ATL & BTL Channels
• Unstructured Data (Call Center,
Surveys, Web Scripts etc.)
Challenges we faced
• Getting access to a decent data size with higher statistical power
• IT and Business Intelligence teams apprehensive about bringing an external agency
• Had to conduct series of evangelization sessions and workshops to demonstrate the value of
DCX solution
• Aligning multiple phases of the DCX solution rollout with the weekly and monthly release cycles
• Educating channel managers about various propensity measures and enabling them to validate
the output of the decision engine
• Isolating the execution of multiple optimization initiatives to prove impact on satisfaction &
operational measures

23. © 2018 Blueocean Market Intelligence 23
Project Start
Sep 2015
Project Completion Date
Nov 2017
Multi-phase Rollout
5 Phases
Executed POC
Successfully Completed
POC Location
Blueocean HQ
POC Completion Date
Jan 2016
POC Success KPI
Identification of key contributing factors behind declining satisfaction measures and increasing
operational cost
What the client achieved
We recently completed the Phase 5 of this engagement. Over past 24 months, we have recorded the following improvement in
satisfaction and operational measures:
• CSAT score increased from 73% to 81% and NPS score increased from 6 to 9 at an organization level
• Number of calls to the call-center decreased by 28% and reduced cost by 11% MOM
• Able to improve the revenue by 6.5% in the last 6 months in comparison to the same period last fiscal
• Number of returning visitors on the website increased from 28% to 45%
• Usage of self-service tools on the website showed a significant lift of 58% among existing subscribers for the top 3 digital savvy segments
(Young Start-outs, iFamilies, and Trendy Techies)

24. Q&A

25. Thank You
Sushant Ajmani <sushant.a@blueoceanmi.com>
United States | United Kingdom | India | United Arab Emirates
www.blueoceanmi.com