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© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Founded by 30+ year veteran industry analyst
Zeus Kerravala.
Exclusive focus on network and communications
technology.
Background on Kerravala:
• 10+ years as a Yankee Group Analyst
• 15+ years in corporate IT and consulting
• Holds many technical certifications
• Regular contributor to Network World, NoJitter,
TechTarget, Dark Reading, CSO online and
other publications
About ZK Research
About Darryl Addington
• 22 years of experience in the contact center
industry in a variety of roles including
• product marketing
• product management
• solution management
• solution consulting
• Gets out of bed to optimize customer experience,
sales, and service
• Specializes in use of context within service and
sales environments
• Loves integrated environments that empower
employees to focus on the customer
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Businesses Need to Move with Speed
Digital transformation is changing
every industry.
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Digitization Is Already Happening
Everything
Transportation
Point of sale
Hotels
Radio
Advertising
Communities
Language
Retail
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Digital = Disrupt or Be Disrupted
In the next 10 years
• 75% of the S&P 500 will turnover.
• Expected time to disruption is 4 years.
• 52% of Fortune 500 firms from 2000 are gone.
• Digital leaders control 78% of the profits in
their markets. Oil and Gas (2.5)
Hospitality (4.3)
Financial Svc (3.9)
Retail (3.1)
Healthcare (2.8)
How many
companies will
lose their place in
the top 10 due to
digital disruption?
Source: IMD
Does your organization have a digital
transformation initiative underway?
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Businesses are Aggressive
84%
13%
3%
Does your organization have a digital transformation initiative underway?
Yes
No
Unsure
...but uncertainty remains.
• 51% of CxOs do not know
what their industry will look
like in 2020.
• 48% fear their company
could be obsolete within
5 years.
• 71% of businesses have
seen new competitors
emerge in past 5 years.
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Digital Initiatives
New Business Models
Digital Transformation
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Transform Customer Experience
• Customer experience will overtake price and product as key
brand differentiator.
• 67% of millennials have changed brand loyalties in past 12 months
because of bad experience.
• 90% of companies compete on experience up from 28% five years ago.
• Digital success is dependent on transforming the customer experience!
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Five Steps to Nail Digital Transformation
1. Prioritize customer service
2. Shift to the cloud
3. Map the customer journey
4. Evolve to an omni-channel strategy
5. Train, train and train
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Prioritize Customer Experience
• Excellent customer experience needs to be part of the
company culture.
• Expand the definition of customer experience – it’s not
just polite contact center agents.
• Create experiences that “wow.”
• Transactions need to be accurate and fast – 65% of
customers expect resolution in under 15 minutes.
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
• Innovation happens faster today than in years past.
• Businesses need the agility to change
strategies quickly.
• Legacy on premises infrastructure is neither agile
nor dynamic and holds companies back.
• The cloud should be considered the foundation for
digital transformation.
Shift to the Cloud
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Cloud Services Skyrocket
• Cloud will grow at 18%
CAGR from ’13-’20.
• The rest of IT ~ 3%.
• 80% of Global 2000
has at least 20% of IT
running in the
cloud today.
• Public cloud services
will outpace on prem
IT by 2020.
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
• Helps understand the current state of customer
experience and how to create an ideal future state.
• Critical in becoming a customer centric organization.
• Investments can be prioritized based on the results
of customer mapping.
• Leads to new insights.
Map the Customer Journey
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
• Multi-channel is table stakes, omni-channel
differentiates.
• Customers use 3 or more channels to
communicate with businesses.
• Voice remains a critical service although most
interactions start with non-voice channels.
• Omni-channel makes agents “smarter” and
more productive.
Evolve to Omni-Channel
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
• Great customer experience may not come naturally.
• A number of new communication channels exist – chat, SMS, web, e-mail, etc.
• Excellence with voice is no longer enough.
• Train and measure effectiveness.
• Great customer experience can be taught.
Train Employees
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
• Communication continues to expand
• Virtual reality
• Machine learning
• Internet of things
• Artificial intelligence
• Augmented reality
• Contextual communications
Looking into the Future
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Predictive Interaction Example
Connected fridge
needs filter
Message sent to customer
confirming need
Warehouse notified
and ships package
Delivered to
home
Augmented
reality step by
step directions
• Integrations are ready to turn on
– CRM
– WFO
• Multitenant
– A range of benefits from this cloud
architecture
Shift to the Cloud
Cloud makes it easier to digitally transform. How?
Integrations–ready to turn on
Less training
End to end
customer journey
Less risk
Less upfront
money
Multitenant–Its Impact on Your Business
• Already turned on for other customers
– Replace your existing solution in a short time
frame with a proven solution.
• Configuration not implementation
– Meet your contact center operation needs
with no custom code that introduces risk
and fragility.
• Prebuilt integration
– We handle the upgrades.
– No long term investment required.
• New features become available to all customers
using our service.
Depend on Five9
Two papers to help
you evaluate cloud
contact center
providers.
A Guide to Customer Journey Mapping
Customer journey mapping helps define
areas to digitally transform.
The Relationship Between Customer Journey and
Omnichannel in Your Business
We
b
Sto
re
Cha
tCustomer Journey for Purchases
The Relationship Between Customer Journey and
Omnichannel in Your Business
Ph
on
e
We
b
Cha
t
SM
S
Customer Onboarding
The Relationship Between Customer Journey and
Omnichannel in Your Business
Ph
on
e
We
b
Cha
t
SM
S
Vid
eo
So
cia
l
Problem Resolution
Happy Customer
Empowered Agents can Focus on the Customer
Single Workflow for Salesforce
Any Channel,Any Object
Omnichannel engagement across all channels, all Salesforce objects
Rules Engine
Customizable logic for business specific flows (ex: special expedite)
Journey Analytics
Intelligent, proactive insight and triggers based on customer journey, including Salesforce context
• Customizable
• Intelligent
• End to end
• Engagement
workflow
Lightning Experience
Superior productivity & experience in agent desktop optimized for Lightning
Einstein & Real-time Recommendation
Derived context, actions, and recommendations from Einstein & Five9 NLP
Powered by
• Salesforce Lightning
• Einstein
• Five9 VCC
Empowering the Omnichannel Agent
Strategically Co-developed End to End
Customer Journey Solutions
Katherine Monique Bruce Hiro
Customer Agent Expert Supervisor
© 2017 ZK RESEARCH, A DIVISION OF KERRAVALA CONSULTING
Summary
• The digital era has arrived – CxOs
must be ready.
• Digital transformation will reshape all
companies in all verticals.
• Success in this new era starts with
customer experience.
• Succeed now with a cloud based
omni-channel experience.
• Educate yourself on future
technologies.
Questions?
Zeus Kerravala
Principal Analyst, ZK Research
zeus@zkresearch.com
Twitter: @zkerravala
Darryl Addington
Director of Product Marketing, Five9
info@five9.com
Twitter: @five9
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