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Orchestrating a Customer Engagement Journey
Presenter: Kashif Mahbub Vice President, Products & Solu9ons Marke9ng Saggezza Inc. [email protected]
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About Saggezza
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VISION To unlock the power of enterprise data, to iden9fy the most valuable customers for the enterprise and
to deliver highly personalized experiences
MISSION To deliver insighIul solu9ons that enable
enterprises to transform themselves into high value service providers for their customers
KNOWLEDGE TAKES US FURTHER
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Projects
1,000+
Global Presence
6 Offices
Team Strength
600+
Annual Growth
50%
Services & Solutions
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22 3 4
Big Data Analytics Transforming companies into truly data-‐driven
enterprises through next-‐gen analy9cs, modeling and
visualiza9on
Customer Engagement Orchestra9ng end-‐to-‐end CEM solu9ons through exper9se in best-‐of breed CCM products, data management and mul9chnanel output
User Experience Designing bespoke user interfaces and customer
experiences for omnichannel integra9on and a 360° view of the
customer
Specialized Teams Delivering mission-‐cri9cal, mobile-‐ready
cost-‐efficient enterprise applica9ons through agile development and smart shoring methods
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Introducing CEM Orchestration
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02
Defining Orchestration
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Orchestration describes the automated arrangement, coordination, and management of complex computer systems, middleware, and services.
Wikipedia
IT Process Automation (ITPA) and Service Orchestration are increasingly important capabilities for improved agility, reliability and auditability
Gartner
Defining Orchestration
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Orchestration describes the automated arrangement, coordination, and management of complex computer systems, middleware, and services.
Wikipedia
IT Process Automation (ITPA) and Service Orchestration are increasingly important capabilities for improved agility, reliability and auditability
Gartner
Defining Customer Engagement
Web Mobile
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Customer Engagement Management (CEM) is the process of managing how an enterprise engages its customers across all communication channels and touchpoints with a goal to best understand the needs of the customer and then be able to address those needs through products or services. Customer Communica9on Management (CCM) and Customer Experience Management (CXM) can be considered subsets of CEM.
Support
BUT FIRST…
A FEW WORDS ON CUSTOMER COMMUNICATION MANAGEMENT (CCM)
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Orchestrating a CEM Solution
Customer Communication (CCM) – the story so far
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Evolution of CCM
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up to early 80s
Mainframe coded transac9onal docs
CCM PlaIorms introduced
Early doc composi9on with variable data
First GUI-‐based forms with basic data merge
late 80s/early 90s
mid-to-late 90s
2000s
CCM goes mul9channel, tries SaaS and
Cloud
2010+
CCM: Current Status
Customer Data Document Composi6on
Output Produc6on
Fulfillment Delivery Archival
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Customer Communica6on Management
Customer Data Collect -‐ Transform
CCM PlaIorm Compose -‐ Produce
Produc9on Services Fulfill – Deliver -‐ Archive
CCM Pain Points
No CCM-dedicated Analytics
Locked Customer Data
Costly Onboarding/Migration Process
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High Upgrade/Maintenance Costs 4
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5 Designed for Print, not Mobile
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State of CCM Survey
CCM plaIorms increasingly centralized but s9ll not a single hub to make unified communica9on a reality
Mul9ple document management plaIorms create barriers to becer and more personalized customer service
Document composi9on was designed for print and is lacking in suppor9ng increasingly mobile customers
Lack of good data management tools, including a lack of data integra9on capabili9es, makes customer onboarding a tedious task
Centralized, yet not well integrated
Siloed document platforms
Doc composition not mobile-ready
Lacks customer onboarding tools
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Orchestrating a CEM Solution
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04
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Orchestrated CEM Solution
Step 1: Breakdown Data Silos, Visualize Customer Insights
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Customer data locked in silos is collected through automated
connectors, aggregated, cleaned
Enterprise Data Unlocked
Raw data is visualized, using a dashboard, into key business insights employing a powerful
analy9cs plaIorm
Analytics Dashboard for Insights
APIs, custom connectors through specialized integra9on skillset
Pre-configured Connectors
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Step 2: Integrate Insights into Unified Communication
Stay agnos9c to the CCM brand. Becer data and custom
ehancements result in a process speedup for becer SLA performance
Composition & Production Enterprise Data Unlocked
Document Composi6on
Output Produc6on
Customer Communica6on Management
Analytics Dashboard for Key Insights
Enriched and transformed data for
becer docs and becer performance
Transformed Data
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Step 3: Omnichannel Delivery, Customer Response Loop
Enterprise Data Unlocked
CCM
DC
PD
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Step 4: 360° Customer View via KPIs & Analytics
Enterprise Data Unlocked
CCM
DC
PD
Customer Response Data
Feedback data is merged with raw customer data to present the true 360° view of the customer
Updated Dashboard
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Sample Dashboards
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Sample Dashboards
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Sample Dashboards
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Orchestrated CEM Solution
CEM Orchestration requires a Specialized Skillset
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Orchestration Skillset
Data into Insights Full Stack CEM Design for CXM Orchestration Dev
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Big Data Analytics
UI/UX Dev
Custom Dev & Systems Integration
CEM Domain Experitse
Why Saggezza?
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22 3 4
Big Data Analytics Transforming companies into truly data-‐driven
enterprises through next-‐gen analy9cs, modeling and
visualiza9on
Customer Engagement Orchestra9ng end-‐to-‐end CEM solu9ons through exper9se in best-‐of breed CCM products, data management and mul9chnanel output
User Experience Designing bespoke user interfaces and customer
experiences for omnichannel integra9on and a 360° view of the
customer
Specialized Teams Delivering mission-‐cri9cal, mobile-‐ready
cost-‐efficient enterprise applica9ons through agile development and smart shoring methods
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Bottom Line: Orchestration transforms CEM solutions to unearth high value customers through data analysis
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07
4
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CEM Orchestration: Key Facts
Orchestra6on goes beyond CCM to encompass all enterprise systems that enable customer engagement throughout the enterprise customer journey.
Orchestra6on breaks vendor locks on exis6ng enterprise systems, including CCM and CXM plaIorms, through custom apps, pre-‐configured connectors and integra9on pacerns.
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Business Analy6cs not only provide key insights but answer the most important ques9on for any enterprise: who is my most valuable customer?
Tac9cal adop9on of cloud and a more strategic adop9on of mobile are resul9ng in the realiza9on, in the C-‐suites, of the need for a coordinated, orchestrated strategy—and for a new class of offerings called Business Outcomes-‐as-‐a-‐Service.
Saggezza is a global solu9ons provider to many of the Fortune 500 enterprises. We help businesses unlock the power of their enterprise data to accelerate growth and uncover new opportuni9es
[email protected] @saggezza_inc
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Q & A
linkedin/company/saggezza
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Thank You
