Post on 17-Jul-2015
#IDCDirections
Using Data to Transform the Customer Experience �
Michael Fauscette �GVP, SBS�
@mfauscette�www.mfauscette.me �
#IDCDirections © IDC 2015
Technology Enables Businesses to Modernize… �
Customer Experience �
Workforce �
Commerce �
Business Networks �
Innovation �
#IDCDirections © IDC 2015
Democratizing Data�
Data: From “Big” to “Smart” to “Small” �
#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
#IDCDirections © IDC 2015 5
How Do They “Engage”?�
Source: IDC CXIT Survey, Feb 2015
Social Networks �
Websites/Portals/eCommerce �
Email�
#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
#IDCDirections © IDC 2015
Listening �
Transactions �
Data Clouds�
Data Sources �
#IDCDirections © IDC 2015
Sales � Marketing �
Service � Finance �Operations �
Critical Business Functions �
#IDCDirections © IDC 2015 9
The CX Model�
Community
Need Brand Awareness
Education Evaluation
Decision Purchase Advocate
Data: • Listening • Transactions • Data Clouds
#IDCDirections © IDC 2015
Predictive to… �
Prescriptive �
Moving from Reactive to �
#IDCDirections © IDC 2015 11
What Are We Doing With The Data? �
Marketing �
Sales �
Customer Service �
The “Back” Office �
#IDCDirections © IDC 2015
People + Data + Assistive Tech (CI/AI) + Work Context & Flow
People-centric Networks �
Doing Something With the Data�
#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? �
#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
#IDCDirections © IDC 2015
Mobile Experiences �
New Technologies for Context: Proximity Marketing �
#IDCDirections © IDC 2015
Takeaways �§ Data: Big to Smart to
Small�§ People-centric Networks �§ Assistive Technology�§ CX is “Whole” Company�§ Prescriptions �
#IDCDirections © IDC 2015
Michael Fauscette �Group Vice President �Software Business Solutions ��mfauscette@idc.com�Blog: www.mfauscette.com�@mfauscette�about.me: www.mfauscette.me �