An overview of our 3 step process to building a successful customer experience technology strategy.

1. Building a
CX TECHNOLOGY
STRATEGY

2. Customer Experience
(CX) is changing fast.
New technologies
are emerging
and customers’
expectations have
skyrocketed.

3. How do you navigate the
ever-changing CX technology
landscape? And how do you
decide what your organization
needs or where to invest?

4. Let’s begin by
explaining that good
CX hinges on 3 things:

5. Create
BREAKTHROUGH
DIGITAL MOMENTS
to sell & service
Create
BREAKTHROUGH
DIGITAL MOMENTS
to sell & service
Gain
MEANINGFUL INSIGHT
into customer behavior
Gain
MEANINGFUL INSIGHT
into customer behavior
Empower
AN ENGAGED
WORKFORCE
to improve service
Empower
AN ENGAGED
WORKFORCE
to improve service
Knowing your
customers &
what they need
Anticipating their
needs & desires
Delivering
on customer
expectations

6. Let’s break
those down…

7. Meaningful insights =
knowing your customer &
what they need
• Identifying key personas
that matter to your business
and interviewing customers
on their real experiences
• Looking at experiences
from 3 perspectives: doing,
thinking, and feeling
• Outlining customer
interactions across
capabilities/teams/
systems

8. Breakthrough digital moments =
anticipating their needs &
desires
• Identifying digital opportunities
to innovate
• Mobile apps, innovative web
properties, digital marketing,
and customer communities that
wow and delight

9. Engaged workforce =
delivering on customer expectations
• Connecting the front end to the
back end to create integrated
customer life cycles across teams
and systems
• Implementing customer dashboards
and making customer data
accessible in order to empower
employees

10. How can you use
this information
to transform your
CX strategy…

11. … when there
are hundreds of
solutions and the
space is getting
more crowded
every day?

12. CUSTOMER
EXPERIENCE
TECHNOLOGIES
Litmos (Callidus)
Cloud Coaching Intl
Synergyse
Iridize
Cornerstone
Taleo
Toonimo
WalkMe
ONBOARDING
& EDUCATION
Ping
Gigya
Okta
Login Radius
Salesforce
Oracle IDM
Google
Facebook
CUSTOMER IDENTITY
MANAGEMENT
MS Azure
Amazon Web Services
Google Cloud Platform
IaaS
FULFILL
Contract Express Apttus
LEGAL CONTRACTS
Adobe Echosign Docusign
ELECTRONIC
SIGNATURE
TRANSACT
Magento
WooCommerce
Big Commerce
Cloud Craze
DoubleClick?
Volusion
Manhattan
Shopify
NetSuite
Sterling
ATG
e-COMMERCE
SAP
Sugar
Sage
Zoho
Salesforce
Oracle
(On-Demand & Siebel)
Microsoft Dynamics
Netsuite
Veeva
Blackbaud
CRM
GetFeedback
Walker
Timba
Qualtrics
Medallia
Verint
ConfirmIT
FluidSurveys
Satmetrix
MaritzCX
SurveyMonkey
Callidus
Springboard
Delighted
Clarabridge
VOICE OF CUSTOMER
SaS institute
Cognos
Birst
IBM
Splunk
QlikView
Salesforce Analytics Cloud
Simply
Measured
Adaptive Insights
GoodData
DBInsights
Oracle
Domo
Tableau
Pentaho
ANALYTICS & BI
SocialAnnex
Crowdtwist
Tibco
GamEffective
Badgeville
Infosys
Lithium
Bunchball
GAMIFICATION
& LOYALTY
Pros Chameleon
BigMachines
Aria Systems
CallidusCLoud
Kinetic Growth
Zuora
Apttus
Steelbrick
CPQ/
SUBSCRIPTION RENEWAL
SAP (Jive)
Salesforce Communities
OrchestraCMS
MSFT (sharepoint)
Treehouse
Zendesk
Drupal
forumbee
Adobe
COMMUNITY
MANAGE
augure
TapInfluence
GroupHIgh
Traacker Influitive
Upfluence
INFLUENCE
MANAGEMENT
RichRelevance
DemandBase
Reflektion
Certona
Monetate
PERSONALIZATION
Cordova (PhoneGap)
Angular.js
JQuery Mobile
Sencha Touch
Native Android
Kendo UI
MediaFly
Mobile Caddy
Urban Airship
Topcoder
Appcelerator Titanium
Heroku
Bootstrap
Salesforce.com
Native iOS
Applause
Ionic
Kony
Xamarin
React
Onsen UI
Node.js
MOBILE & APP
Constant Contact
StrongMail
Hubspot
CheetahMail
SpringBoard
Mailgun
Bronto
StrongView
Marketing Cloud
Vertical Response
Responsys
Mail Chimp
iContact
Lyris
SDL
EMAIL MARKETING
OrchestraCMS
Radiant
IBM
Oracle
SDL
Autonomy
Adobe
sharepoint
Contentful
ContentFocus
Salesforce
sitecore
percussion
wordpress
drupal
CMS
StrongView
Pardot
IBM
Radius
Marketo
Eloqua
Adobe
inTrigue
ActOn
Hubspot
Teradata
Demandforce
SpringBoard
MARKETING
AUTOMATION
Marin Software
LiveFyre
Sprout Social
Clarabridge
Nuvi
Sprinklr
Kenshoo
Radian6
Argyle
sysomos
Marketing Cloud
Shoutlet
Hootsuite
Microsoft
Edgar
Buffer
Oracle Social
Relationship Manager
SOCIAL MEDIA
MARKETING
ENGAGE
Eventsforce
Double DUtch
On24
Cvent
Validar
Evenbrite
Lanyon
Bright Talk
EVENT/
WEBINAR MANAGEMENT
Wordpress
Tumblr
TypePad
Percolate
WebCenter Sites
Adobe
Weebly
Hubspot
Kapost
Google
Medium
Live Journal
BLOG MANAGEMENT
SERVICE
Avaya
Aspect
Mitel
8x8
Cisco
Five9
Other chat vendors
Live Agent (Chat)
inContact
Ring DNA
Shoretel
Genesys
CALL CENTER
Remedy Force ServiceNow
IT SERVICE DESK
Service Max
Field One
Salesforce
Click Software
Astea
Siebel
TOA
SAP
Field Aware
FIELD SERVICE
Service Max
Salesforce Service Cloud
Totango
Remedy Force RightNow
ZenDesk
CUSTOMER SERVICE
CX Technology
Landscape

13. So before you get into the weeds
when it comes to technology
platforms, take a step back and
form a strategy around the
following questions:

14. How do you
establish a
CX technology
strategy?
Where do
you invest time/
money/
people?

15. Appirio is here to help.
We’re going to build a
CX technology strategy
together. Ready?

16. Traditionally, this
is how companies
have looked at
CX technology…

17. CX tech strategy of yesterday
Technology in silos driven by business org needs
MARKETING
Email
Social
Ad Campaigns
Events
Direct Mail
SALES
eCommerce
Account
Management
Opportunity
Management
Reporting &
Analytics
Contract
Management
CUSTOMER
SERVICE
Call Centers
Ticketing Services
Live Chat
Customer Surveys
Onboarding
Communities
IT
Data Warehouse
Business
Intelligence
Integration
Software
CRM

18. This was fine
in the past,
but in today’s
competitive CX
landscape, this
doesn’t cut it.
And why not?

19. • It only addresses acute functional pain points and
doesn’t take into consideration the effect on the
overall CX.
• It results in tactical technology implementations
— not strategic implementations — to fix those
acute pain points.
• You end up with redundancies and a wasted
investment in tools.

20. What you really need
is the CX strategy of
tomorrow.

21. CX tech strategy of tomorrow
3-step process with customers at the center
Persona-driven
methodology
Gartner’s
Pace Layers
Disposable
apps
CX technology
strategy+ + =

22. Let’s look at these
3 steps individually.

23. Step 1: Persona-driven methodology
Persona-driven
methodology
Gartner’s
Pace Layers
Disposable
apps
CX technology
strategy+ + =

24. Remember, the customer is king. But…
• The king is also a person with
needs — to feel understood,
to feel fulfilled, and of course,
to feel important.
• You have to build your
systems to serve that person
and their unique needs —
not your functional
organizations.

25. Start by mapping
out that person’s
journey with your
organization.
Consider this:
What are the
key phases of
the customer life
cycle?

26. Persona-driven methodology
Pinpointing the key phases of the customer life cycle.
Engage Transact Fulfill Service Manage
Suspect Prospect New
customer
Customer
hero
Lost
lead
Lost
customer

27. What are they feeling
and doing at each
touchpoint?

28. Persona-driven methodology
The thinking, feeling, and doing portion...
ENGAGE TRANSACT FULFILL SERVICE MANAGE
Doing research,
exploring options,
engaging peers
Leveraging
eCommerce portal
Executing & adopting
product, educating
self, or completing
onboarding
Engaging with
customer service,
or self-servicing on
current purchase or
experience
Evaluating
experience,
considering repeat
business, sharing
experience with
peers
Excited about the
transaction, but
wishing the process
were easier
Engaging with sales
rep (brick & mortar
or virtual); hopeful
that the transaction
is successful, stress-
free, and that there
are no surprises
Optimistic that
the product or
purchase meets the
expectations set in
the sales process
Focused on success
and making the most
of the purchase;
annoyed by needing
support
Weighing the pros
and cons of the
experience
Overwhelmed,
excited
Anxious, agitated,
happy
Nervous, excited Irritable, impatient,
satisfied
Successful, hopeful,
confident
FeelingThinkingDoing

29. Now let’s use
these insights
to build a
customer
journey map…

31. Yesterday vs. tomorrow
Establish your customer’s needs and your needs as a company holistically
MARKETING
Email
Social
Ad Campaigns
Events
Direct Mail
SALES
eCommerce
Account
Management
Opportunity
Management
Reporting &
Analytics
Contract
Management
CUSTOMER
SERVICE
Call Centers
Ticketing
Services
Live Chat
Customer
Surveys
Onboarding
Communities
IT
Data Warehouse
Business
Intelligence
Integration
Software
CRM
Siloed organizational
technology implementation
vs.
Strategic cross-functional
technology implementation

32. See the
difference?

33. Step 2: Gartner’s Pace Layers
Persona-driven
methodology
Gartner’s
Pace Layers
Disposable
apps
CX technology
strategy+ + =

34. Garner tells us that technologies fall into
3 categories. Think of those 3 categories
like the 3 layers of a house:
• Interior design
• Layout & key
features of the
house
• Foundation

35. Gartner’s Pace Layers
Your technology — in 3 layers
1. Systems of
innovation
New applications that are built
on an ad hoc basis to address
new business requirements or
opportunities
2. Systems of
differentiation
Applications that enable unique
company processes or industry-
specific capabilities
3. Systems of
record
Established packaged applications
or legacy, home-grown systems
that support core transaction
processing and manage the
organization’s critical master data
Interior
design
Layout & key
features of
the house
Foundation

36. In order to put technologies
into one of the 3 categories,
use the following deciding
factors:
• The cost of the technology
• The lifespan of the technology
• The thinking around the
technology

37. Gartner’s Pace Layers
Cost, lifespan, and ideation
3. Systems of
innovation
$ 0-12 months New ideas
2. Systems of
differentiation
$$ 1-3 years Better ideas
1. Systems of
record
$$$ Indefinite Common ideas
The typical
cost of
technology
The basic
lifespan of
technology
The way your
company thinks
about technology

38. 3. Systems of
innovation
2. Systems of
differentiation
1. Systems of
record
Gartner’s Pace Layers
Some examples of technology at each level
Mobile Apps Portals Websites Sales Aids
Email/
Communica-
tions
Social
Gamification
& Loyalty
Helpdesk
Marketing
Automation
Project
Management
Contracts
Management BI/Analytics eCommerce
Master
Data
Systems
Core
Finance
HCM ERP MRP
Ware-
houses
Inventory
Manage-
ment
Billing/
Account-
ing
CRM

39. Next, we layer
Gartner’s Pace
Layers over
your persona
journeys.

40. Step 2 — add Gartner's Pace Layers
ENGAGE TRANSACT FULFILL SERVICE MANAGE
3. Systems of
innovation
2. Systems of
differentiation
1. Systems of
record

41. We’re about ⅔ of the
way there. Now for
the finishing touch…

42. Step 3: Disposable apps
Persona-driven
methodology
Gartner’s
Pace Layers
Disposable
apps
CX technology
strategy+ + =

43. Well, for starters, what’s
a “disposable app”?
Good question.

44. an app “built for a specific event or a
critical, single purpose. It’s used for a
short period of time, during which a highly
concentrated amount of activity occurs
on the app, and after which it is discarded,
never to be used again."
A disposable app is:

45. =
Systems of
Innovation
Disposable
apps

46. Some examples of disposable apps

47. Step 3 — Add the apps to your Pace Layers/
persona map
ENGAGE TRANSACT FULFILL SERVICE MANAGE
1. Systems of
innovation
2. Systems of
differentiation
3. Systems of
record
Mobile & Application Dev
Personalization
AIB Testing
Event
Management
Electronic
Signature
Onboarding &
Education
Voice
of the
Customer
Field
Service
Influence
Manage-
ment
Gamifi-
cation &
Loyalty
Social Media Marketing
Marketing Automation
Opportunity
Management
Content
Management
CPQ
eCommerce &
Shopping Cart
Management Cross-
Sell/Upsell
Fulfillment App
Call Center
Customer Service
& Self-Service
Subscription Renewal
Communities Analytics & BI
Customer Data & Relationship Management
Omni-Channel Management
Security & Identity Management
Integration & API Management

48. That’s it!
Now let’s
quickly
review the
process.

49. How do you establish a
CX technology strategy?
3 steps: persona
methodology, Gartner’s
Pace Layering,
disposable apps
Where do you invest
time/money/people?
In establishing your
infrastructure (i.e.,
money and time) &
experimenting in your
systems of innovation
(i.e., time and people)

50. Bam! Now you
have a strategy
and direction.
But that’s only the
beginning…

51. ANDY LIN
Irvine, CA
alin@appirio.com
@alin_appirio
ASHLEY STEPIEN
Carmel, CA
astepien@appirio.com
@Ash_Said_So
What happens next?
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We're ready to help you on your journey.