http://bit.ly/14r3UC2, Your customers have adapted to the social age—they’re tech savvy with lots of options and small attention spans. Your business must adapt along with them if you want to capture their attention and develop long-lasting relationships with them. Michael Fauscette, group vice president of IDC’s Software Business Solutions, shares his insight on how companies can leverage customer communities as an integral part of their customer experience strategy and the business benefits. Learn how you can provide a positive customer experience at every stage in the customer lifecycle.

1. Community as an Integral Part of Your Customer
Experience Strategy
Michael Fauscette,
Group VP, Software Business Solutions
about.me/mfauscette
#CXM @mfauscette

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Expectations Experience
Satisfaction

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Strategy
and
Processes
People
Access
Products &
Services
Technology
Data
Customer
Experience

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The Information Revolution
© IDC 2013
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Economic changes
Technology changes
Social Changes

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Michael Fauscette
Mike Fauscette
mfauscette
Larry Fauscette
Larry Michael Fauscette
Larry M Fauscette
mike_fauscette
mfauscette@gmail.commfauscette@me.com
mfauscette@iCloud.com
mfauscette@idc.com

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Business Value of Community - Marketing

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Business Value of Community - Sales

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Business Value of Community - Customer
Service

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Business Value of Community - Product
Innovation

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Responding Consistently Across
Channel
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Operational
Processes
Customer
Experience
Channels
Community
Telephone, cell phone
Web Site
Physical location
Traditional Outbound Communications
Social Media Presence/Interaction
ResourcesOrganization

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Coordinating the Internal
Customer
Campaign execution, brand
control – Marketing
Up-sell, cross-sell,
reference selling – Sales
Operational
Processes
Departmental
Requirements
Resources
- Product Innovation based on
customer input
Customer service
$ – CFO
Loyalty, satisfaction
insight – CEO
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Business Benefit of Community
Acquire New Customers
Design Better Products
Reduce Support Costs
Customer Intelligence Driven Marketing
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Business Benefit of Community
Acquire New Customers
• Know your customer
• Engage your customer
• Learn about your customer = Sales Intelligence
Design Better Products
• Idea sourcing
• Innovation
• Voice of customer
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Business Benefit of Community
Reduce Support Cost
• Peer-to-peer support
• Reduced support tickets
• Better self-service
Customer Intelligence Driven Marketing
• Customer data value chain
• Predictive as well as reactive
• On target – 1:1
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And Remember…
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• Give Value to Get Value
• Connect outside in and inside out
• Silos are the enemy
• Technology isn’t enough – culture and process
• Sense and Respond

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Michael
Fausce,e
Group
Vice
President
So7ware
Business
Solu:ons
mfausce,e@idc.com
@mfausce,e
about.me/mfausce,e
Thank You
Blog: www.mfauscette.com
IDC Social Business Blog
https://idc-insights-community.com/groups/it_agenda/
social-business
#GetSuccess
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