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Presentation by Bruno Guicardi at the CIO Forum & Executive IT Summit in Philadelphia on May 21, 2013.
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IMPROVE CUSTOMER
ENGAGEMENT WITH AN
INTELLIGENT APPLICATION
STRATEGY
Bruno GuicardiPresident North America
The World in 2020:
an exercise...
The world in 2020
1) How will technology affect the business?
a› The pervasive nature
of technology will reduce
its ability to be a true
differentiator.
b› Technology will
be central to
customer
engagement,
business
differentiation, and
agility.
The world in 2020
2) How will companies architect and deploy
their business solutions?
a› Enterprise IT will still
design, manage, and
own their applications
and infrastructure.
b› external as- a-service
providers deliver the
bulks of apps , with IT
playing the role of
orchestrator
The world in 2020
3) How much influence will technology have on
customers?
a› Not much.
Technology savvy
users will flip
through services
with no special
loyalty
b› Customers will
still value rich
experiences with
brands and stick
with the most
convenient and
meaningful
Back to the present...
the only
constant is
Your customer is a
Peak experiences create ever
expectations
The Doctor Is In
(Well, Logged In)
Where we are today
Sourcing
strategy
Customer
Experience
ERP
Systems
Consolidation
Biz Alignment
Virtualization
Services
catalog
Digital Security
Agile
Infrastructure
Integration
SOA Portfolio
Mgmt
COBIT
Service
Desk
BI
Intranet
"The perpetually connected user:
The expectation that any desired information
or service is available, on any appropriate
device, in context, at a person’s moment of
need."
-- Forrester Research
ciandt.com
Customer-facing Apps
Transaction-based / Backend Apps
How different?
- Uncertainty!
- Scale!
- Stability
- Predictability
Traditional approaches
can't keep up with the
race pace...
... of ever changing technology
and customer behavior.
An intelligent app strategy...
One user journey: several touch points
Several touch points: several outcomes
Another user journey: different touch points
An intelligent app strategy should:
... and find the patterns that do
exist!
Listen continuously to
your customers.
Learnabout their behavior,
sentiment, history,
localization, wishes
and context
Talk to their needs and
expectations and
engage!
Only
then...
Correlations:
- demographics
- successful
journey steps
- bounce steps
- outliers
patterns: opportunities to maximize customer
engagement (happiness and conversion)
What happened?
Descriptive
Analytics
Why did it happen?
Diagnostic
Analytics
What will happen?
Predictive
Analytics
How can we make it happen?
Prescriptive
Analytics
Web
Mobile
Rep's
Tablets
Social
Media
CRM
E-Detailing
Analytics
Prescription Actions
PredictionsInsights
Talk Learn Listen
What boils down...
- Your increasingly demanding customer is a
moving target
- IT can perform a key role helping the
business gain insight in this complex
scenario
- Stop playing catch up and leapfrog to
future now!
How can we help?
>>> 10+ years working on Apps for
Customer Engagement for Fortune 50
companies
>>> 500+ web properties (desktop and
mobile) developed and maintained
>>> 350+ people constantly working in
engagements worldwide
