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#IDCDirections Using Data to Transform the Customer Experience Michael Fauscette GVP, SBS @mfauscette www.mfauscette.me

Using Data to Transform the Customer Experience

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Page 1: Using Data to Transform the Customer Experience

#IDCDirections

Using Data to Transform the Customer Experience �

Michael Fauscette �GVP, SBS�

@mfauscette�www.mfauscette.me �

Page 2: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

Technology Enables Businesses to Modernize… �

Customer Experience �

Workforce �

Commerce �

Business Networks �

Innovation �

Page 3: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

Democratizing Data�

Data: From “Big” to “Smart” to “Small” �

Page 4: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015 4

What do Customers Want? �

Source: IDC CXIT Survey, Feb 2015

3 Most Important Factors in Achieving a Superior Customer Experience

Dynamic Marketing

Consistent experience

across channels

Capable, motivated personnel

Collaboration among

employees, customers, partners, suppliers

Account reps with strong

knowledge of customer

Excellent self-service

capabilities on web or mobile

apps

In-store/ branch

experience

Flexibility to manage

expectations

Presence across communication

channels, including mobile devices, social

network, chat,…

Alignment of processes ensure that

relevant information is available and

shared

Per

cent

age

of R

espo

nden

ts

Page 5: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015 5

How Do They “Engage”?�

Source: IDC CXIT Survey, Feb 2015

Social Networks �

Websites/Portals/eCommerce �

Email�

Page 6: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015 6

Why is This So Difficult? �

Source: IDC CXIT Survey, Feb 2015, N= 423

Q2. In your opinion, what are the top 3 challenges for your organization in delivering a superior experience to your customers?

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

Leveraging service agents for up sell and cross sell opportunities

Listening and responding to social network inquiries

Utilizing social media interaction data to identify trends

Aligning partners, suppliers, etc… to corporate messaging and

Proper employee training

Finding and keeping qualified customer representatives

Hiring the right employees

Ensuring a unified view of customer among employees/partners, etc…

Utilizing customer data to identify trends

Ensuring that inquiries are responded to and documented

Delivering consistent experience across channels

Page 7: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

Listening �

Transactions �

Data Clouds�

Data Sources �

Page 8: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

Sales � Marketing �

Service � Finance �Operations �

Critical Business Functions �

Page 9: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015 9

The CX Model�

Community

Need Brand Awareness

Education Evaluation

Decision Purchase Advocate

Data: •  Listening •  Transactions •  Data Clouds

Page 10: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

Predictive to… �

Prescriptive �

Moving from Reactive to �

Page 11: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015 11

What Are We Doing With The Data? �

Marketing �

Sales �

Customer Service �

The “Back” Office �

Page 12: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

People + Data + Assistive Tech (CI/AI) + Work Context & Flow

People-centric Networks �

Doing Something With the Data�

Page 13: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015 13

N=510, Source: IDC Workforce Transformation Survey, February 2015

What do you believe will be the most important business priority for your organization in 12 months from now?

0% 5% 10% 15% 20% 25%

DON'T KNOW

GENERATE LEADS

INTERACT WITH INTERNAL BUSINESS COLLEAGUES

GATHER FEEDBACK OR IDEAS FROM EXTERNAL AUDIENCES

RECRUIT FOR JOBS AND NEW TALENT

GATHER FEEDBACK OR IDEAS FROM INTERNAL SOURCES

INTERACT WITH EXTERNAL AUDIENCES

ADVERTISE NEW PRODUCTS OR SERVICES

BUILD STRONG RELATIONSHIPS WITH EMPLOYEES

GENERATE REVENUE THROUGH DIRECT SALES

OFFER CUSTOMER SERVICE AND SUPPORT

GATHER INFORMATION ABOUT NEW PRODUCTS AND/OR SERVICES

PROMOTE YOUR COMPANY, PRODUCT AND/OR BRAND

BUILD STRONG RELATIONSHIPS WITH CUSTOMERS

What are Companies Doing? �

Page 14: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015 14

What are Companies Doing? �Q11. What are the major customer experience 'tasks' or interactions (or reasons) through which your customers engage with you? Please select all that apply

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

Marketing responses

Social media responses

Interacting with store personnel

Purchasing product online

Interacting with sales representatives

Product availability

Interacting with contract center agents

Purchasing product at physical locations

Sales related

Contract questions

Support questions

Customer enrollment/onboarding

Billing and payment

Shipping information

Ask questions in online community

Product service or support

Pricing questions

Source: IDC CXIT Survey, Feb 2015, N=809

Page 15: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

Mobile Experiences �

New Technologies for Context: Proximity Marketing �

Page 16: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

Takeaways �§  Data: Big to Smart to

Small�§  People-centric Networks �§  Assistive Technology�§  CX is “Whole” Company�§  Prescriptions �

Page 17: Using Data to Transform the Customer Experience

#IDCDirections © IDC 2015

Michael Fauscette �Group Vice President �Software Business Solutions ��[email protected]�Blog: www.mfauscette.com�@mfauscette�about.me: www.mfauscette.me �