Customer Experience Research Agenda for 2020 · Our Research Agenda and expertise in critical ......

Ventana Research Customer Experience Research in 2020

Setting the annual expertise and topic agenda

@ventanaresearch In/ventanaresearchblog.ventanaresearch.com

© 2020 Ventana Research

Mark SmithCEO & Chief Research Officer

https://twitter.com/VentanaResearch

https://www.linkedin.com/company/38266

http://blog.ventanaresearch.com/

Confidentiality Statement

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Ventana Research. Any use of the materials beyond the

intended purpose of providing information about Ventana

Research is strictly prohibited. This presentation and any part

of its content may not be redistributed to anyone except the

intended audience and organizations use to understand or

evaluate Ventana Research.


The Strategic Value of Ventana Research

Value:

• We help you discover and guide your unique potential in the business you serve to improve your efforts from our experience.

• Working with our firm in business processes you can elevate your performance through our objective and educational approach.

• Embrace our expertise to help you realize your full potential across entire organization.

Markets

Organization Products

ResearchExperienceExpertise

Excellence. Independence. Innovation. Reliability. Research. Teamwork.


Mission: We pride ourselves on delivering uniquely

insightful independent research and services through a

tailored, trusted and empathic client experience.

Our Client Commitment: The Ventana eXperience


Ventana Research Expertise Research Agenda

Our Research Agenda and expertise in critical business and technology topics is driven by our analysts’ experience and expertise of business requirements and our knowledge of technology vendors and products.

Through our primary and secondary market research methods, we are able to provide insights and best practices to line of business and IT, and across vertical industries that will help any organization reach its maximum potential.


Ventana Research Expertise Areas

Our business areas of expertise help organizations examine how to innovate and transform their processes and enable their people to effectively execute.

Analytics

MarketingHuman Capital Management

Digital Technology

Data Customer Experience

SalesOperations and

Supply ChainOffice of Finance

Expertise Areas


Digital Technology Unifies Business Experience


Digital Technology Innovation and Transformation

Digital Technology helps organizations innovate and transform business and IT processes to improve efficiency and effectiveness.

Analytics and Data

Internet of ThingsConversational

ComputingCollaborative Computing

Artificial Intelligence and Machine Learning

Blockchain

eXtended Reality (XR)Robotic Process

AutomationMobile

Computing


CX Suites

Overview• CX Suites provide the applications and platform that can

meet the needs of organizations to manage customerinteractions and experiences across any channel and any system through a unified set of processes and workflow in an automated and continuous manner.

Direction• CX Suites simplify the management of technology and vendors to manage customer.

• Customer experiences are enriched through applications that are unified across interactions.

• CX Suites now are available to manage and support any type of customer and their needs.

Market Research• Benchmark Research: CX Suites (Q3 Launch)

• Value Index: CX Suites (Q3 Launch)


Expertise Overview

Organizations that are passionate about improving the customer experience are choosing to empower their processes and people with intelligence through smarter applications that embrace analytics, AI and robotics to personalize and

optimize the customer journey whatever the channel of customer choice.

Agent Management

Voice of the CustomerSubscription ManagementIntelligent CX

Contact Center Digital Commerce


Digital Technology for Customer Experience

Analytics• Predictive analytics help anticipate and resolve customer challenges expeditiously.

• Analytics and data enable actions to be prioritized to ensure best customer experience.

• Prioritize the investment in analytics and data that optimize customer interactions.

Artificial Intelligence• AI enables smarter robotic process automation (RPA) to improve execution.

• Intelligent automation of customer through AI to increase customer potential.

• Assess customer-related tasks to apply AI and guide improvements.

Collaboration• Collaboration among agents and customers improves engagement and experience.

• Using unified communications and collaboration can optimize the time to resolution.

• Apply message and video collaboration to optimize customer interactions.


Digital Technology for Customer Experience

Conversational Computing• Demand for meeting the instantaneous needs of customers requires virtual agents.• Intelligent bots automate the responsiveness for customers to efficient resolution.• Determine how IVA increase the effectiveness of customer engagement processes.

Mobile Computing• Mobile access by customers to agents can reduce time to resolution of issues. • Use of mobile technology and applications helps increase customer satisfaction.• Improve customer processes with mobile enabled applications and experiences.

Robotic Automation• Need to streamline workflow of activities and tasks to people across customer processes.• Robotic process automation can unify systems for streamlined customer interactions. • Orchestration of robotic automation can digitally transform customer experiences.


Agent Management

Overview• Agent Management are the applications and processes

that are used to manage and enable agents to engage customers through human and conversational computing technology to optimize the experience through intelligent and automated interactions.

Direction• Workforce optimization has transitioned to suite of applications for omnichannel engagement.

• Use of AI and conversational computing automates interactions for effective interactions.

• Enabling the best agent experience can improve employee and customer satisfaction.

Market Research• Benchmark: Agent Management (Q1 Launch)

• Dynamic Insight: Agent Desktop (Continuous)

• Value Index: Agent Management (Q1 Launch)


Contact Center

Overview• The contact center is the essential environment for

omnichannel engagement of customers with agents and any channel or device to provide a satisfactory conclusion to any interaction and ensure the best possible experience.

Direction• Effective contact centers unify all channel interactions to optimize customer experience.

• Use of conversational computing with virtual assistants and digital self service is required.

• Embrace cloud computing to provide agility of interactions across channels of engagement.

Market Research• Benchmark: Next Generation Contact Center in the Cloud (Q1 Launch)

• Value Index: Contact Center in the Cloud (Q1 Release)


Digital Commerce

Overview• Digital Commerce enables any organization to engage with

any type of customer across digital channels – the web, mobile apps, text, voice-activated “agents,” video and social channels and deliver an optimal customer and product experience.

Direction• The customer and product experience for digital commerce is and should be top differentiator.

• Conversational computing will transform customer engagement for digital commerce.

• Renovate digital platform that optimizes customer and product experiences.

Market Research• Benchmark: Digital Commerce (Q1 Launch)

• Value Index: Digital Commerce (Q2 Launch)

By 2021, half of today’s digital commerce systems will be obsolete, lacking the technology needed to provide effective customer and product experiences.


Intelligent CX

Overview• The value of the customer experience is paramount to

improving outcomes that requires intelligence in the interactions using conversational computing, robotic automation and AI.

Direction• Ineffective customer engagement leads to examination of new digital technologies.

• Use of conversational computing transforms digital customer experiences.

• Prioritize digital innovation to innovate and optimize customer interactions.

Market Research• Benchmark: Customer Experience (Q2 Launch)


Subscription Management

Overview• Subscription Management are the processes and

applications designed to manage the subscriber experience from first digital touch to the engagement and billing of subscription.

Direction• Prioritizing technology for subscriber experience is essential to engage subscribers.

• Automate subscriber operations and financial processes in a continuous manner.

• Embrace subscription platforms to optimize interactions and subscriber experiences.

Market Research• Benchmark: Subscription Management (Q1 Launch)

• Value Index: Subscription Management (Q1 Launch)


Voice of the Customer

Overview• Voice of the Customer (VoC) programs are required

set of processes and technology that enable the opportunity to improve the customer experience across the journey from feedback and sentiment using analytics and AI.

Direction• VoC processes and apps provide insight to experience to optimize improvement.

• Unified view of customer applying ML and analytics can optimize operations.

• Prioritize investments to gain continuous insights on customer sentiment.

Market Research• Benchmark: Customer Analytics (Continuous)

• Dynamic Insight: Voice of the Customer (Q1 Launch)


Technology Areas of Focus for Customer Experience

Contact Center in Cloud

• Cloud Platform

• Configuration and customization

• Customer engagement channels

• Digital channels

• Capturing interactions

• Interaction management– Handling, routing, analytics

• Unified communications

• Workforce optimization

Agent Management

• Quality Management

• Workforce Management

• eLearning

• Coaching

• Analytics

Voice of the Customer

• Satisfaction

• Sentiment

• Data: Speech, Text, Transaction, Operational

• Journey


Technology Areas of Focus for Customer Experience

Subscription Management• Subscriber experience

• Billing

• Cart

• Product / subscription

• Engagement

• Analytics

Digital Commerce• Assisted channels

• Digital channels

• Interaction Routing

• Knowledge Management

• Collaboration

• CRM

• Customer Feedback/VoC

• Smart desktop

• Workflow

• Robotic process automation


Our Strategic Differentiator: Market Research


Market Research for Customer Experience

Benchmark Research• Agent Management (Q1 Launch)

• Contact Center in the Cloud (Released)

• Customer Analytics (Q1 Release)

• Customer Experience (Q2 Launch)

• Digital Commerce (Q1 Launch)

• Subscription Management (Q1 Launch)

Dynamic Insights Research• Agent Desktop

• Voice of the Customer (Q2 Launch)


Value Index Research• Agent Management (Q2 Launch

• Contact Center in the Cloud (Q1 Launch)

• CX Suite (Q3 Launch)

• Digital Commerce (Q1 Launch)

• Subscription Management (Q2 Launch)

Technology Buyers

• Advisory and Research Services• Benchmark Assessment • Educational Workshops• Market Consultation Service• Research Reports• Technology Assessments• Vendor Selection Guidance

Technology Providers

• Advisory and Research Service• Benchmark Research Services• Digital Content Services• Market Consultation Service• Research Reports• Speaking Services• Strategic Consulting

Our Services for Buyers and Providers Can Help


Mark Smith - Chief Research Officer

@marksmithVR

Passion: A digital technology native and enthusiast who loves the art and science of research for educating technology buyers and suppliers.

Expertise: A founder and head of research, Mark is responsible for the overall business and research direction of the firm and specializes in all aspects of Customer Experience across marketing, sales and service.

Experience: With 30 years of experience and 20 years being a technology analyst, with a decade of work in technology industry as CMO and in product marketing and alliances at companies like Oracle, SAP and IRI Software.

Research: His research covers the full range of enterprise software and business technology innovations including: AI & ML, analytics, big data, cloud computing, collaboration, conversational computing, eXtended Reality, IoT, and mobile technology.

Background: Mark was rated the 2011 software industry analyst of the year by The Institute of Industry Analyst Relations (IIAR). Ranked as one of the top ten technology influencers in 2012 by Human Resources Executive magazine.


https://twitter.com/marksmithvr


Alan Kay – SVP of Research Management

Responsibility: Alan manages the development, publication and syndication of the company’s research projects and other analytic and advisory materials. Alan is a veteran business journalist, newspaper and magazine editor and publication consultant who has written in and directed coverage of many of the areas addressed in Ventana’s research agendas..

Background: He served as executive editor of Corporate Computing and editor of Knowledge Management, and his writing has appeared in BusinessWeek, CIO, Forbes, Fortune, InformationWeek, the Washington Post, Wired, and more. Alan attended Brooklyn College of the City University of New York and Princeton and Yale universities.

@alankayVR

https://twitter.com/alankayvr


Katie Prince – Research Program Manager

Responsibility: Katie is responsible for ensuring the effective operations of research programs and editing written content to ensure its maximum value to the firm.

Background: Katie is an experienced writer and editor who worked as an English professor, a television producer and a newspaper reporter before joining Ventana Research in 2017. She has a BA from St. John’s College and an MFA from NC State University, and has won two Emmys for her investigative reporting and writing.

@KatiePrinceVR

https://twitter.com/KatiePrinceVR


Ryan Swagerty – Director of Content Services

Responsibility: Ryan is the Director of Content Services at Ventana Research. He is responsible for the guidance of production of content deliverables to ensure that they reflect Ventana Research standards while satisfying client needs and ensuring client satisfaction.

Background: Prior to joining Ventana Research, Ryan worked as professional writer and marketing consultant, Director of Operations for the Business Analytics Collaborative, Manager at TM Financial Forensics, and as a Senior Consultant for Navigant Consulting, working with clients on content creation and marketing strategy. Ryan has a B.S. in Business Management from the University of Southern California.

@RyanSwagVR

https://twitter.com/RyanSwagVR

Questions?

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mailto:[email protected]

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Ventana Research Customer Experience Research in 2020

Setting the annual expertise and topic agenda

@ventanaresearch In/ventanaresearchblog.ventanaresearch.com


Mark SmithCEO & Chief Research Officer

https://twitter.com/VentanaResearch

https://www.linkedin.com/company/38266


Customer Experience Research Agenda for 2020 · Our Research Agenda and expertise in critical ......

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