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

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

3. Customers want to be recognized as
the same person across different
departments

4. Customers want to be recognized as
the same person across different
departments

5. Customers want to be recognized as
the same person across different
departments

6. Customers want to be recognized as
the same person across different
departments

7. Customers want to be recognized as
the same person across different
departments

8. 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

9. 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)

10. 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

11. Why is it so hard to integrate
different departments and customer
data?

12. Oracle Survey, “Global Insights in Succeeding in The Customer Experience Era” (Feb. 2013.)

14. Disparate Department Goals
• Different KPIs lead to competing efforts
• Customer data lives in silos, each department has partial
insight
• Same channels have disparate content

15. The Customer Experience Cloud

17. It Starts With The Data

18. 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.

19. 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

20. Who Makes Sense of The Data?

21. Customer
Insights Team
• Manages the SOR
• Develops rich
personas
• Maps the customer
journey
• Sets the final CX vision
• Sells it to the
stakeholders

22. 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

23. Who Acts on The Insights?

24. 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.

25. 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

26. The Tools of Engagement

27. 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

28. Essential Components of A Customer Experience Cloud

30. Assess Your Tech Needs
How Many Channels?
One/Two
Many
Type of Customer Data?
Anonymous
Known
Both
Integrations Required?
Few
Many

31. Channel and Data Complexity Drive
Technology Choices

32. Channel and Data Complexity Drive
Technology Choices

33. 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

34. Channel and Data Complexity Drive
Technology Choices

35. 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

36. Channel and Data Complexity Drive
Technology Choices

37. 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

38. Channel and Data Complexity Drive
Technology Choices

39. 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

40. Final Thoughts
Choose Your Leader
Hire Cross Functional People
Take The Incremental Approach
Buy Tech For Where You Want To Be

41. 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

42. Icons used were created by Noun
Project