Using Data to Transform the Customer Experience

Using Data to Transform the Customer Experience

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  #IDCDirections Using Data toTransform the Customer Experience Michael Fauscette GVP, SBS @mfauscette www.mfauscette.me
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  #IDCDirections © IDC2015 Technology Enables Businesses to Modernize… Customer Experience Workforce Commerce Business Networks Innovation
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  #IDCDirections © IDC2015 Democratizing Data Data: From “Big” to “Smart” to “Small”
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  #IDCDirections © IDC2015 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 PercentageofRespondents
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  #IDCDirections © IDC2015 5 How Do They “Engage”? Source: IDC CXIT Survey, Feb 2015 Social Networks Websites/Portals/ eCommerce Email
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  #IDCDirections © IDC2015 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
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  #IDCDirections © IDC2015 Listening Transactions Data Clouds Data Sources
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  #IDCDirections © IDC2015 Sales Marketing Service Finance Operations Critical Business Functions
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  #IDCDirections © IDC2015 9 The CX Model Community Need Brand Awareness Education Evaluation Decision Purchase Advocate Data: •  Listening •  Transactions •  Data Clouds
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  #IDCDirections © IDC2015 Predictive to… Prescriptive Moving from Reactive to
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  #IDCDirections © IDC2015 11 What Are We Doing With The Data? Marketing Sales Customer Service The “Back” Office
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  #IDCDirections © IDC2015 People + Data + Assistive Tech (CI/AI) + Work Context & Flow People-centric Networks Doing Something With the Data
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  #IDCDirections © IDC2015 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?
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  #IDCDirections © IDC2015 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
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  #IDCDirections © IDC2015 Mobile Experiences New Technologies for Context: Proximity Marketing
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  #IDCDirections © IDC2015 Takeaways §  Data: Big to Smart to Small §  People-centric Networks §  Assistive Technology §  CX is “Whole” Company §  Prescriptions
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  #IDCDirections © IDC2015 Michael Fauscette Group Vice President Software Business Solutions mfauscette@idc.com Blog: www.mfauscette.com @mfauscette about.me: www.mfauscette.me