Sponsored by: The Customer Engagement Imperative:

Connecting for Competitive Advantage

Jay Bourland SVP & General Manager

Tom Hoffman Executive Business Editor

Meet the Team

2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.

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The customer and market trends that are driving the need for

companies to deliver engaging omnichannel experiences

The definition of “true” customer engagement

Strategies for dismantling organizational and technical silos to

deliver a holistic customer experience

How companies across different industries are using

incremental approaches to drive engagement

2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.

Agenda

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2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.

Customers Are Empowered with Intelligence at Their Fingertips

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2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.

Gaining a More Unified View of the Omnichannel Customer

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2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.

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Jay Bourland SVP & General Manager

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Customer Engagement Today…. anytime, anyplace

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The Explosion of Peer Influence

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Remember when shop keepers knew who you

were? Your customers still expect that!

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What Is Customer Engagement?

“Customer Engagement is a

customer's emotional response to their

Total Customer Experience.”

-- Chris Kirby, Fifth Quadrant

“Proactive involvement.”

-- Peppers & Rogers

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Treat Each Customer Like She Is the Only One

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Engagement Drives Business Results

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Context

Reason for interaction

Channel, time &

location

Manned or unmanned

Recent account behavior

Recent interactions

Recent marketing

activity

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“Uplift analysis is a must- consider

concept for every organization with

significant campaign management

activities”

Gareth Herschel, Gartner, “Predictive Modeling Now more than Ever”,

Gartner Customer 360

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Efficient, Compliant, Multichannel

Follow-up

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Channel, Type, and Customer Preference

A multi-channel

approach must be

orchestrated on

‘ensemble

interactions’ that

create differentiated

and compelling

experiences.

–Gartner, 2013

A Forrester Consulting Thought Leadership Paper Commissioned By Sitecore:

The Multichannel Maturity Mandate, May 2012

“

”

Discover ● ● ●

Search ● ● ●

Research ● ● ● ●

Compare ● ● ● ●

Decide ● ● ●

Use ● ●

Get help ● ● ● ●

Share ● ●

Personalize ● ● ● ● ●

Trust ● ● ●

Evangelize ● ● ●

Friend ● ● ●

Purchase ● ● ● ● ●

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Example – Video Billing

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Example – Video Billing

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Example – Video Billing

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Example – Video Billing

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Example – Video Billing

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Full-bleed image

The essence of long-lasting relationships

Connected Interactions

• Guided User Experience

• Intelligent Best Next Actions

• Cross Channel Delivery

• Personalization

• Channel Coordination

• Ongoing Conversation

• Connected Interactions

• Channel Aware

Deep Understanding of Customer

• Accurate Data (Data quality)

• Historical Data

• Demographics

• Contextual Data

• Location Data

• Customer Behavior

• Customer Preferences

• Predictive Analytics

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Four Obstacles to Change

Communication platforms are often channel specific, designed to

handle large volumes with limited customization.

Organizational silos and disparate technologies make it difficult to

capture meaningful customer insights, and then incorporate these

insights into everyday engagements.

Barriers between business and IT increase time to market and

reduce agility.

Limited visibility into customer relationships across the full enterprise

leads to duplicate, non-relevant, untimely messages that increase

opt-out rates and erode trust.

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Recommended Steps

Costly, one-off solutions Single-source savings

Inefficient, redundant efforts Streamlined, integrated workflows

Siloed, business-level apps Enterprise-level communications

Internally-focused requirements Winning customer experiences

Documents

Move away from

Customers and relationships

Embracing the future

Jay Bourland SVP & General Manager

Q&A with Jay

2014 1to1 Media. All rights reserved. 1to1 Media is a registered trademark of Peppers & Rogers Group.

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