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Copyright © 2015 Earley Information Science1
Taking Digital Customer Engagement to the Next Level
Copyright © 2015 Earley Information Science
Seth Earley, Earley Information ScienceSteve Walker, ExperisConnie Moore, Digital Clarity GroupClick to view a recording of
this webinar
Copyright © 2015 Earley Information Science2
Today’s Agenda• Welcome & Housekeeping
– Session duration & questions
– Session recording & materials
– Take the survey!
• Key Issues & Considerations– Dave Zwicker, CMO
Earley Information Science (@davezwicker)
• The Panelist Point of View– Seth Earley, CEO, Earley Information Science (@sethearley)
– Steve Walker, Practice Leader, Global Content Solutions, Experis(@_SteveWalker)
– Connie Moore, SVP, Digital Clarity Group (@cmooreclarity)
• Expert Panel Discussion• Questions & Answers• Join the conversation: #earleyroundtable
Copyright © 2015 Earley Information Science3
Don't miss CMSWire's DX Summit 2015 — a new event for marketing and technology leaders who are defining the next generation of digital customer experiences.
Visit DXSummit.com for the agenda, speaking opportunities and registration information.
Monday Nov. 2 Workshop: Assess Your Organization's Digital Maturity and Build the Right Digital Marketing Roadmap
Today’s marketer is faced with an overwhelming number of choices and must bring together numerous disciplines to best serve the customer and realize meaningful business impact. This workshop will walk participants through the various maturity stages in each of these areas and provide a framework for assessing their organizations. The resulting maturity model will be applied to identifying areas for investment that offer the greatest return and to developing a comprehensive enterprise roadmap to guide future digital marketing initiatives.
Wednesday Nov. 4 Case Study: Aligning MarTech with the Customer Journey
Most marketers are familiar with the infographics that show hundreds or thousands of technologies that can be considered part of the ecommerce and digital experience ecosystem. These graphical inventories of vendors and technologies primarily serve to scare and intimidate business people and overwhelm the IT organization. Walk through a case study of a manufacturer of motorsports vehicles facing a technology revamp that impacted every aspect of marketing and sales.
Sessions with Seth Earley
Copyright © 2015 Earley Information Science4Copyright © 2015 Earley Information Science
Taking Digital Customer Engagement to the Next Level
Copyright © 2015 Earley Information Science5
Personalizedpromotions
Seamless multi-channel transactions
Streamlinedcustomer service
BUSINESS OUTCOMES
Product & serviceinnovation
BUSINESS OUTCOMES
Increasedcustomer value
Optimized pricing,availability & delivery
Contextualizedcross-sell/upsell
Higher Conversions
Improvedloyalty & retention
Reduced acquisition cost
Personaldata
Big Datasources
DATA SOURCES DATA SOURCES
Market data
Product data (PIM)
Purchasehistory
Customer data (CRM)
Operationaldata (ERP)
Clickstreamdata
Service history
Data warehouse
Customer Engagement: The Outcome of Customer Experience
VOC & loyalty programs
Onlinesupport
Social Networks
Site search& navigation
Mobilecommerce
EmailPromotions
TOUCHPOINTS
Internet search
Advertising
Online/in-storemerchandising
Warranty & registration
Call center agents
Learn
Choose
PurchaseUse
Maintain
Recommend
Customer Lifecycle
Copyright © 2015 Earley Information Science6
1 2 3 4 5• A baseline for comparing processes,
use of technology or performance
• Identify the gaps, strengths, weaknesses and competitive risks
• Prioritize new investments in technology or digital initiatives
• Set goals for realizing the future vision of your digital business
Modeling Your Digital Customer Engagement Maturity
Maturity Stages
Dim
ensio
ns
Copyright © 2015 Earley Information Science7
• Your Role & Purpose: Marketing, Business, Technology
• Your Business Model: B2C, B2B, Institutional, Other
• Industry Segment and Competitive Environment
• Key Challenges: Strategy, Expertise, Infrastructure, Information Architecture, Data Quality & Governance
Questions and Considerations
Copyright © 2015 Earley Information Science8Copyright © 2015 Earley Information Science
POLLHow would you categorize your digital customer engagement maturity?
Copyright © 2015 Earley Information Science9Copyright © 2015 Earley Information Science
Panelist Points of View
Copyright © 2015 Earley Information Science10
Seth Earley - Biography
Seth EarleyCEO and FounderEarley Information Science
• Over 20 years experience in data science and technology, content and knowledge management systems, background in sciences (chemistry)
• Current work in cognitive computing, knowledge and data management systems, taxonomy, ontology and metadata governance strategies
• Co-author of Practical Knowledge Management from IBM Press
• Editor of Data Analytics Department IEEE IT Professional Magazine
• Member of Editorial Board Journal of Applied Marketing Analytics
• Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee
• Founder of the Boston Knowledge Management Forum
• Former adjunct professor at Northeastern University
• Guest speaker for US Strategic Command briefing on knowledge networks
• AIIM Master Trainer – Information Organization and Access
• Course Developer & Master Instructor for Enterprise IA and Semantic Search
• Long history of industry education and research in emerging fields
Copyright © 2015 Earley Information Science11
Assessing Maturity Required before Developing a Roadmap
• Digital maturity contains multiple dimensions
• Need to assess gaps and capabilities in the context of the customer lifecycle and customer journey
• At each stage of the journey, need to describe the engagement strategy and how different technologies will be applied
Processes Governance
Expertise Organizational design
Technologies Infrastructure
Copyright © 2015 Earley Information Science12
Assessing Maturity Required before Developing a Roadmap
At each stage of the journey - describe the engagement strategy and how different technologies will be applied.
What is the engagement strategy for each stage of the lifecycle
Learn Choose Purchase Use Maintain Recommend
Copyright © 2015 Earley Information Science13
Assessing Maturity Required before Developing a Roadmap• Roadmap tells us how far we need to go • Maturity tells us where we are starting
For a typical enterprise, it can take a year to go from one maturity stage level to another*
*Depending on model, organization, scope of change, etc.
Do we have the necessary practices, resources, and tools to get there?
Copyright © 2015 Earley Information Science14
Customer Journey Maturity Stage
Capability
Stage 1Ad Hoc
Stage 2Nascent
Stage 3Evolving
Stage 4Harmonized
Stage 5Integrated
Learn Static content Fragmented user experienceNo mobile optimization Little or no SEO
Scenario, persona and use case driven IA with baseline metrics Not well integrated with offline
Some integration of online and offline promotions, events, campaigns with personalized content based on past purchase
Dynamic, optimized highly curated content experience with manual feedback mechanisms for content tuning
Multi channel, multi device integrated digital experience online and offline, single view of the customer, adaptive content driven by real time analytics
Choose
Poor site navigation, no ability to search, confusing content or selection, content not aligned with user needs, disconnected from shopping function
Integration of content with ecommerce functionality, faceted search baaed on customer needs and driven by personas and use cases, content strategy specifically designed to assist selection of vehicle and accessories
Real time chat with agent to answer questions, semantic search for curated video assets and knowledge base access, configuration of custom products, tuned attributes for faceted search
Adaptive content based on attribute model that considers demographic, psychographic, social graph and web site behaviors to provide just in time content., Avatar interface to structured content to answer questions
Predictive analytics driven personalized offers and experience. Real time integration with dealer network, social media, social graph data, third party data, web site click streams, single view of customer data
Purchase
No connection of promotions to purchase. No product catalog, no attributes to aid selection and filtering,, no ability to narrow accessory search to correct vehicle
Mobile friendly search, browse and purchase, Promotional content surrounding targeted customer through paid and earned media
Shopping cart retrieval with targeted just in time offers based on past behaviors, cross sell and up sell driven by data relationships and merchandiser strategy
Agile promotions, bundles, personalized recommendations based on customer data and behavior
Custom product design and pricing with order flowing to manufacturing with flexible financial models to compensate dealer
UseNo visibility to product information to enhance the experience after purchase
Custom communication based on product owned , personalized content for owners
Proactive, two way dialog with customer orchestrated by organization, co-delivered and personalized by dealers
Virtualization of product experience Connected product experience
Maintain No content supporting product maintenance
Basic technical materials and manuals available on line Diagnosis tools and checklists Diagnostic virtual mechanic on
web site. Proactive service alerts Real time self diagnosis of vehicle
Recommend Won and done product transaction. No follow up or interaction
Platforms (email, website) to constantly encourage and capture customer feedback
Product development insights through crowd-sourcing
Connect product-based and/or regional customer communities
Ongoing participation in community, social media interaction
14
Copyright © 2015 Earley Information Science15
StageCapability
Stage 1Ad Hoc
Stage 2Nascent
Stage 3Evolving
Stage 4Harmonized
Stage 5Integrated
Product Information Management
Poor data quality, few searchable attributes, manual processes
On-going quality monitoring Common platform
Product attributes normalizedProduct data curated
Product master data management, consistent data cross-channel
Attributes driven by customer research & aligned with user experience
Content & Digital Asset Management
Site management is CM. Out of date content
Content ownership defined. Content lifecycle monitored
Content reuse moderate. Basic personalized content presentation
Dynamic content presented according to device and format
Content optimized for customer goals (shopping, self-service, etc.)
Product & Site Search
Basic search without configuration or curation
Use of search terms tuned to product catalogBasic faceted search
Increased precisionSearch logs monitoredFaceted search optimized
Product relationships drive cross-sell and up-sellMulti device and channel search
Search integrated with mobile apps and external services
Taxonomy & NavigationTaxonomy is navigation Taxonomy leveraged for
facetsSEO and Taxonomy integrated
Taxonomy drives content & data classification
Taxonomy optimized for multiple devices
User Experience
Designers make local decisions about UX
Design Language Standards in place
UX scoringPersonas defined with clear user goals, basic personalization
Customer Journeys defined with key touchpoints
Personalization driven by history & analytics
Digital Business Excellence
CRM not integrated with digital platformsMultiple CRMs
Lead capture from digital platforms into a single CRM
Lead to NBO process tracked to measure digital ROI
All channels integrated with CRM – track all touchesBasic personalization
Integrated customer data drives multi-channel CX, analytics, full ROI
Governance None in place Brand/Group/
Merchandiser silosCentralized, managed and funded
Competencies support processes
Integrated practices operationalized
Digital Capability Maturity
Copyright © 2015 Earley Information Science16
Which Model?
Customer Journey Maturity versus Digital Capability Maturity: emphasis determined by purpose of the model and who owns the outcome
• Customer journey perspective– Purpose: Focus on improving functional process (demand generation, customer acquisition)– Owner: Specific engagement program (awareness, social engagement, sales/commerce,
support, etc. )
• Digital capability perspective– Purpose: Focus on building core/foundational capability (PIM, DAM, Governance, etc.) – Owner: IT and/or cross business unit
Copyright © 2015 Earley Information Science17
Simplifying the Process
Understand and map the customer lifecycle
Define customer engagement strategy at each step of that
lifecycle
Survey and assess existing tools and
approaches
Define the future state based on competition, industry maturity and
customer expectations
Align internal processes with
engagement strategy and technology
landscape
Develop the implementation
roadmap based on enterprise maturity and
high value areas of opportunity
Copyright © 2015 Earley Information Science18
What if a capability that the business requires is farther along the learning curve?
Time
Cap
abili
ties
Static Pages
Hand coded html
Global information architecture
Reusable Components
Value net integration
Form based publishing
Interdepartmental workflow
Multi channel multi deviceCapabilities gap
Current maturity
Relationship Between Maturity and Capabilities
Needed Capabilities
Copyright © 2015 Earley Information Science19Copyright © 2015 Earley Information Science
POLLWhat are your current digital challenges?
Copyright © 2015 Earley Information Science20
Steve Walker - Biography• 23 years of business and technology consulting, with a focus in Content disciplines.
• Currently Global Content Solutions practice area leader for Experis. Broad breadth of skills including Customer Experience and Enterprise Content Management arena. His background has included Digital Experience, Web Content Management, Content Marketing, Collaborative Technologies, Language Services, Knowledge Management, Social Consulting, and other business disciplines.
“We simplify complex content challenges.”
• Client successes have included small and large clients such as Microsoft, Intel, GE Lighting, General Dynamics IT, Apple, ChildFund, AllState Insurance, Dell, and International Monetary Fund,
• Specialties: Social Business, Digital Experience Management, Web Strategy, Information Architecture, Usability, Marketing Technologies, Enterprise Content Management, Web Content Management, Information Architecture, Business Transformation, Enterprise Application Development
• I am here to help. Connect with me:
Linkedin.com/in/walkersteve @_SteveWalkerwww.slideshare.net/SteveWalker7experisspark.com/author/stevewalker
ker/
Practice Leader, Global Content Solutions,
Experis
Copyright © 2015 Earley Information Science21
What is Digital Customer Engagement?
Steve Walker - POV
Digital Customer Engagement is a concept that improves a product or service utility by providing the appropriate digital customer experience. Digital customer engagement is provided by a digital ecosystem.
Technology
Content
Marketing
• Content Messaging• Sales cycleB2B
• Commerce• TechnologyB2C
• Content volume• FindabilityInternal
Copyright © 2015 Earley Information Science22
Why do we or should we care?
Steve Walker - POV
Digital Customer Engagement is the cornerstone of all business interactions.
Barriers To Success
Education
Investment Level
Team Composition/Skill
Analytics
Take away #1: Understand the components that are necessary to mature your Digital Engagement.
Take away #2: Understand those barriers that are long the way.
Copyright © 2015 Earley Information Science23
Steve Walker - POV
How can I mature my digital experience?
FOUNDATIONAL
Analytics PlanAnalytics Platform
Customer Journey MapContent Strategy
Content Mgmt SystemMobile strategy
BASIC
Content MarketingExternal Search StrategyInternal Search Strategy
Taxonomy
INTERMEDIATE
CRMGovernance
Personalization/TaggingUser Testing
Knowledge BaseMarketing Automation
ADVANCED
Multi-channel strategyNurturing strategy
Lead ScoringCommerce
Globalization/LOCSocial Media monitoring
User created contentInteractive Content
Progress!
Time
Define, Baseline, Invest, Evolve.
Copyright © 2015 Earley Information Science24Copyright © 2015 Earley Information Science
POLLWhat is your state of digital maturity?
Copyright © 2015 Earley Information Science25
Connie Moore - Biography
SVP, Research Digital Clarity Group
As Senior Vice President of Research at Digital Clarity Group, Connie has unparalleled experience working with senior executives in business and IT, technology marketing, and government, from SMEs to large enterprises throughout the globe. She has managed international teams of analysts focused on a wide range of technologies such as social and collaboration, content management, business analytics, business software (e.g. ERP, CRM, HCM), and BPM suites. Her research encompasses business transformation, business process management, customer experience management, information management, the future of work, new business models and organizational change management. Connie is highly sought as a keynote speaker and conference chair on five continents. This year, she was honored by her peer group for thought leadership in business process transformation, adaptive case management and BPM software when she received the highly coveted Marvin Manheim Award from the Workflow and Reengineering Association (WARIA).
Prior to DCG, Connie was a Vice President, Principal Analyst and Research Director at Forrester Research for more than 20 years, where she pioneered new data-driven research on global Bring Your Own Technology trends, forecasted and defined the next generation of business suites, and drove innovative dialog among marketing, business process and IT senior executives about how to succeed at large-scale business transformation. She came to Forrester through the acquisition of Giga Information Group and BIS Strategic Decisions. She was based in the UK for four years where she managed the BIS European Consulting organization. Prior to that, she was Vice President, Product Marketing at TDC, a manufacturer of document capture systems. She started her career at Accenture (formerly Arthur Andersen) as a manager in the consulting division, and at Wang Labs, where she was a customer support manager. Connie holds an MBA in Information Systems from George Washington and a BA from East Carolina University.
26
Companies underestimate the cost of services High confidence with in-house
capabilities Frequently turn to service providers But, spend shockingly low amounts
compared to their size.
Maturity varies greatly
27
Limited vision and slow progress (false starts)
High
IT Maturity High
Successful business and marketing ledprojects (many point to point solutions)
Strong partnership between business, IT and marketing (involve strategic consultants and vendors)
Successful IT led projects (teamed with strategic IT vendors and services partners)
Low
Business’CECMaturity
Some have low business and IT maturity
28
High
IT’s CEC Maturity HighLow
MimicUnfocusedDistracted
Business’CECMaturity
Companies with low maturity levels need the basics
29
Low
High
IT’s CEC Maturity High
Manufacturer• Changes in CMOs and CIOs• False starts in projects• Low CEC adoption• Low CEC awareness
Business’CECMaturity
Some have high business but low IT maturity
30
High
HighLow
SpeedyNimbleAgileVulnerable
Business’CECMaturity
IT’s CEC Maturity
Fast movers need perspective
31
Low
High
IT’s CEC Maturity High
Global Retailer• CEC driven by new CEC
execs reporting to regions and divisions
• Willing to take risksBusiness’CECMaturity
Some have high IT but low business maturity
32
High
HighLow
PowerfulFocusedStrongMethodicalPlodding
Business’CECMaturity
IT’s CEC Maturity
Companies with high IT maturity need business expertise
33
Low
High
High
SMB Manufacturer• Strong CEC leadership
from CIO• Just hired their first VP of
Marketing
Business’CECMaturity
IT’s CEC Maturity
Some companies are far ahead of the pack
34
High
HighLow
PowerfulCollaborativeFierceHunters
Business’CECMaturity
IT’s CEC Maturity
Mature companies focus on transformation
35
Low
High
IT’s CEC Maturity High
Global BrandFocus on cross channels; anticipate customersApp dev done by partnersIT valued for insights, project management & risk management
Business’CECMaturity
Copyright © 2015 Earley Information Science36Copyright © 2015 Earley Information Science
Your Questions and Answers
Copyright © 2015 Earley Information Science37
Digital Clarity Group Customer experience Maturity Model: http://www.digitalclaritygroup.com/assessing-and-improving-your-customer-engagement-maturity/
Sitecore Customer experience Maturity Model: http://mediacontent.sitecore.net/webinars/CX_Maturity_Model_NA/CX_Maturity_Model.pdf
Demand Metric Customer experience Maturity Model: http://www.demandmetric.com/content/customer-engagement-maturity-model
Elasticpath Advance Commerce Maturity Scale: http://www.elasticpath.com/sites/default/files/Advanced%20Commerce%20Maturity%20Scale%20-%202015%20Enterprise%20Assessment%20Kit.pdf
Digital Commerce Maturity Model: https://www.linkedin.com/pulse/20140812180031-532634-digital-commerce-maturity-model
Loyalty360 - Improved Engagement Maturity Through Preference Management:http://loyalty360.org/resources/research/improved-engagement-maturity-through-preference-management
ZDNet Customer Engagement article: http://www.zdnet.com/article/crm-watchlist-2015-customer-engagement-part-i-lithium-medallia/
Experian - 3 Step Approach to Improving Customer Experience: http://postcom.org/public/webinars/experian%20slides.pdf
Customer Experience Matters: https://experiencematters.wordpress.com/temkin-group-research/
Suggested Resources
Don't miss CMSWire's DX Summit 2015 —a new event for marketing and technology leaders who are defining the next generation of digital customer experiences.
Visit DXSummit.com for the agenda, speaking opportunities and registration information.
$50 off your workshop discount code: ERT-DX.
25% conference admission discount code: ERT-25.
Copyright © 2015 Earley Information Science39
Earley Information Science helps organizations establish a strong
information architecture and content management foundation
Realize your digital transformation vision with EIS.
Earley Information Science (EIS)Information Architects for the Digital Age
Founded – 1994
Headquarters – Boston, MA
www.earley.com
For more info contact: