Building a CX Technology Strategy

Building a CX TECHNOLOGY STRATEGY

Customer Experience (CX) is changing fast. New technologies are emerging and customers’ expectations have skyrocketed.

How do you navigate the ever-changing CX technology landscape? And how do you decide what your organization needs or where to invest?

Let’s begin by explaining that good CX hinges on 3 things:

CreateBREAKTHROUGH

DIGITAL MOMENTSto sell & service

CreateBREAKTHROUGH

DIGITAL MOMENTSto sell & service

GainMEANINGFUL INSIGHTinto customer behavior

GainMEANINGFUL INSIGHTinto customer behavior

Empower AN ENGAGEDWORKFORCE

to improve service

Empower AN ENGAGEDWORKFORCE

to improve service

Knowing your customers &

what they need

Anticipating their needs & desires

Delivering on customer expectations

Let’s break those down…

Meaningful insights = knowing your customer & what they need

• Identifying key personas that matter to your business and interviewing customers on their real experiences

• Looking at experiences from 3 perspectives: doing, thinking, and feeling

• Outlining customer interactions across capabilities/teams/systems

Breakthrough digital moments = anticipating their needs & desires

• Identifying digital opportunities to innovate

• Mobile apps, innovative web properties, digital marketing, and customer communities that wow and delight

Engaged workforce = delivering on customer expectations

• Connecting the front end to the back end to create integrated customer life cycles across teams and systems

• Implementing customer dashboards and making customer data accessible in order to empower employees

How can you use this information to transform your CX strategy…

… when there are hundreds of solutions and the space is getting more crowded every day?

CUSTOMEREXPERIENCE

TECHNOLOGIES

Litmos (Callidus)

Cloud Coaching Intl

Synergyse

Iridize

Cornerstone

Taleo

Toonimo

WalkMe

ONBOARDING& EDUCATION

Ping

Gigya

Okta

Login Radius

Salesforce

Oracle IDM

Google

Facebook

CUSTOMER IDENTITYMANAGEMENT

MS Azure

Amazon Web Services

Google Cloud Platform

IaaS

FULFILL

Contract Express Apttus

LEGAL CONTRACTS

Adobe Echosign Docusign

ELECTRONICSIGNATURE

TRANSACT

Magento

WooCommerce

Big Commerce

Cloud Craze

DoubleClick?

Volusion

Manhattan

Shopify

NetSuite

Sterling

ATG

e-COMMERCE

SAP

Sugar

Sage

Zoho

Salesforce

Oracle(On-Demand & Siebel)

Microsoft Dynamics

Netsuite

Veeva

Blackbaud

CRM

GetFeedback

Walker

Timba

Qualtrics

Medallia

Verint

ConfirmIT

FluidSurveys

SatmetrixMaritzCX

SurveyMonkey

Callidus

Springboard

DelightedClarabridge

VOICE OF CUSTOMER

SaS institute

Cognos

Birst

IBM

Splunk

QlikView

Salesforce Analytics Cloud

SimplyMeasured

Adaptive InsightsGoodData

DBInsights

Oracle

Domo

TableauPentaho

ANALYTICS & BI

SocialAnnex

Crowdtwist

Tibco

GamEffective

Badgeville

Infosys

Lithium

Bunchball

GAMIFICATION& LOYALTY

Pros Chameleon

BigMachines

Aria Systems

CallidusCLoud

Kinetic Growth

Zuora

Apttus

Steelbrick

CPQ/SUBSCRIPTION RENEWAL

SAP (Jive)

Salesforce Communities

OrchestraCMS

MSFT (sharepoint)

TreehouseZendesk

Drupal

forumbee

Adobe

COMMUNITY

MANAGE

augure

TapInfluence

GroupHIgh

Traacker Influitive

Upfluence

INFLUENCEMANAGEMENT

RichRelevance

DemandBase

Reflektion

Certona

Monetate

PERSONALIZATION

Cordova (PhoneGap)Angular.js

JQuery MobileSencha Touch

Native Android

Kendo UI

MediaFly

Mobile Caddy

Urban AirshipTopcoder

Appcelerator Titanium

Heroku

Bootstrap

Salesforce.comNative iOS

Applause

Ionic

Kony

Xamarin

ReactOnsen UI

Node.js

MOBILE & APP

Constant Contact

StrongMail

Hubspot

CheetahMail

SpringBoard

Mailgun

Bronto

StrongView

Marketing CloudVertical Response

Responsys

Mail Chimp

iContact

LyrisSDL

EMAIL MARKETING

OrchestraCMS

Radiant

IBM

Oracle

SDL

Autonomy

Adobe

sharepoint

ContentfulContentFocus

Salesforce

sitecore

percussion

wordpressdrupal

CMS

StrongView

Pardot

IBMRadius

MarketoEloqua

Adobe

inTrigue

ActOn

Hubspot

Teradata

Demandforce

SpringBoard

MARKETINGAUTOMATION

Marin SoftwareLiveFyre

Sprout SocialClarabridge

Nuvi

Sprinklr

Kenshoo

Radian6

Argyle

sysomos

Marketing CloudShoutlet

Hootsuite

Microsoft

Edgar

Buffer

Oracle Social Relationship Manager

SOCIAL MEDIAMARKETING

ENGAGE

Eventsforce

Double DUtch

On24

Cvent

Validar

Evenbrite

Lanyon

Bright Talk

EVENT/WEBINAR MANAGEMENT

Wordpress

Tumblr

TypePad

Percolate

WebCenter Sites

Adobe

Weebly

HubspotKapost

Google

Medium

Live Journal

BLOG MANAGEMENT

SERVICE

Avaya

Aspect

Mitel

8x8

Cisco

Five9

Other chat vendors

Live Agent (Chat)inContact

Ring DNA

Shoretel

Genesys

CALL CENTER

Remedy Force ServiceNow

IT SERVICE DESK

Service Max

Field One

Salesforce

Click Software

AsteaSiebel

TOA

SAP

Field Aware

FIELD SERVICE

Service Max

Salesforce Service Cloud

Totango

Remedy Force RightNow

ZenDesk

CUSTOMER SERVICE

CX Technology Landscape

So before you get into the weeds when it comes to technology platforms, take a step back and form a strategy around the following questions:

How do you establish a

CX technology strategy?

Where do you invest time/

money/people?

Appirio is here to help. We’re going to build a CX technology strategy together. Ready?

Traditionally, this is how companies have looked at CX technology…

CX tech strategy of yesterdayTechnology in silos driven by business org needs

MARKETING

Email

Social

Ad Campaigns

Events

Direct Mail

SALES

eCommerce

Account Management

Opportunity Management

Reporting & Analytics

Contract Management

CUSTOMER SERVICE

Call Centers

Ticketing Services

Live Chat

Customer Surveys

Onboarding

Communities

IT

Data Warehouse

Business Intelligence

Integration Software

CRM

This was fine in the past, but in today’s competitive CX landscape, this doesn’t cut it. And why not?

• It only addresses acute functional pain points and doesn’t take into consideration the effect on the overall CX.

• It results in tactical technology implementations — not strategic implementations — to fix those acute pain points.

• You end up with redundancies and a wasted investment in tools.

What you really need is the CX strategy of tomorrow.

CX tech strategy of tomorrow3-step process with customers at the center

Persona-driven methodology

Gartner’s Pace Layers

Disposable apps

CX technology strategy+ + =

Let’s look at these 3 steps individually.

Step 1: Persona-driven methodology

Persona-driven methodology

Gartner’s Pace Layers

Disposable apps

CX technology strategy+ + =

Remember, the customer is king. But… • The king is also a person with

needs — to feel understood, to feel fulfilled, and of course, to feel important.

• You have to build your systems to serve that person and their unique needs — not your functional organizations.

Start by mapping out that person’s journey with your organization.

Consider this: What are the key phases of the customer life cycle?

Persona-driven methodologyPinpointing the key phases of the customer life cycle.

Engage Transact Fulfill Service Manage

Suspect Prospect New customer

Customer hero

Lost lead

Lost customer

What are they feeling and doing at each touchpoint?

Persona-driven methodologyThe thinking, feeling, and doing portion...

ENGAGE TRANSACT FULFILL SERVICE MANAGE

Doing research,exploring options,engaging peers

Leveraging eCommerce portal

Executing & adopting product, educating self, or completing onboarding

Engaging with customer service, or self-servicing on current purchase or experience

Evaluating experience, considering repeat business, sharing experience with peers

Excited about the transaction, but wishing the process were easier

Engaging with sales rep (brick & mortar or virtual); hopeful that the transaction is successful, stress-free, and that there are no surprises

Optimistic that the product or purchase meets the expectations set in the sales process

Focused on success and making the most of the purchase; annoyed by needing support

Weighing the pros and cons of the experience

Overwhelmed, excited

Anxious, agitated, happy

Nervous, excited Irritable, impatient, satisfied

Successful, hopeful, confident

Fee

ling

Th

inki

ng

Do

ing

Now let’s use these insights to build a customer journey map…

Yesterday vs. tomorrowEstablish your customer’s needs and your needs as a company holistically

MARKETINGEmail

Social

Ad Campaigns

Events

Direct Mail

SALESeCommerce

Account Management

Opportunity Management

Reporting & Analytics

Contract Management

CUSTOMER SERVICE

Call Centers

Ticketing Services

Live Chat

Customer Surveys

Onboarding

Communities

ITData Warehouse

Business Intelligence

Integration Software

CRM

Siloed organizational technology implementation

vs.

Strategic cross-functional technology implementation

See the

difference?

Step 2: Gartner’s Pace Layers

Persona-driven methodology

Gartner’s Pace Layers

Disposable apps

CX technology strategy+ + =

Garner tells us that technologies fall into 3 categories. Think of those 3 categories like the 3 layers of a house:

• Interior design

• Layout & key features of the house

• Foundation

Gartner’s Pace LayersYour technology — in 3 layers

1. Systems of innovation

New applications that are built on an ad hoc basis to address new business requirements or opportunities

2. Systems of differentiation

Applications that enable unique company processes or industry-specific capabilities

3. Systems of record

Established packaged applications or legacy, home-grown systems that support core transaction processing and manage the organization’s critical master data

Interior design

Layout & key features of the house

Foundation

In order to put technologies into one of the 3 categories, use the following deciding factors:

• The cost of the technology

• The lifespan of the technology

• The thinking around the technology

Gartner’s Pace LayersCost, lifespan, and ideation

3. Systems of innovation

$ 0-12 months New ideas

2. Systems of differentiation

$$ 1-3 years Better ideas

1. Systems of record

$$$ Indefinite Common ideas

The typical cost of

technology

The basic lifespan of technology

The way your company thinks

about technology

3. Systems of innovation

2. Systems of differentiation

1. Systems of record

Gartner’s Pace LayersSome examples of technology at each level

Mobile Apps Portals Websites Sales AidsEmail/

Communica-tions

SocialGamification

& Loyalty

HelpdeskMarketing

AutomationProject

ManagementContracts

Management BI/Analytics eCommerce

Master Data

Systems

Core Finance

HCM ERP MRPWare-houses

Inventory Manage-

ment

Billing/Account-

ing

CR

M

Next, we layer Gartner’s Pace Layers over your persona journeys.

Step 2 — add Gartner's Pace Layers

ENGAGE TRANSACT FULFILL SERVICE MANAGE

3. Systems of innovation

2. Systems of differentiation

1. Systems of record

We’re about ⅔ of the way there. Now for the finishing touch…

Step 3: Disposable apps

Persona-driven methodology

Gartner’s Pace Layers

Disposable apps

CX technology strategy+ + =

Well, for starters, what’s a “disposable app”?

Good question.

an app “built for a specific event or a critical, single purpose. It’s used for a short period of time, during which a highly concentrated amount of activity occurs on the app, and after which it is discarded, never to be used again."

A disposable app is:

=Systems of Innovation

Disposable apps

Some examples of disposable apps

Step 3 — Add the apps to your Pace Layers/persona map

ENGAGE TRANSACT FULFILL SERVICE MANAGE

1. Systems of innovation

2. Systems of differentiation

3. Systems of record

Mobile & Application DevPersonalization

AIB Testing

Event Management

Electronic Signature

Onboarding & Education

Voice of the

Customer

Field Service

Influence Manage-

ment

Gamifi-cation & Loyalty

Social Media MarketingMarketing Automation

Opportunity Management

Content Management

CPQ

eCommerce & Shopping Cart

Management Cross-Sell/Upsell

Fulfillment App

Call Center

Customer Service & Self-Service

Subscription Renewal

Communities Analytics & BI

Customer Data & Relationship ManagementOmni-Channel Management

Security & Identity ManagementIntegration & API Management

That’s it! Now let’s quickly review the process.

How do you establish a CX technology strategy?

3 steps: persona methodology, Gartner’s

Pace Layering, disposable apps

Where do you invest time/money/people?In establishing your infrastructure (i.e., money and time) &

experimenting in your systems of innovation (i.e., time and people)

Bam! Now you have a strategy and direction.

But that’s only the beginning…

ANDY LINIrvine, CA

alin@appirio.com

@alin_appirio

ASHLEY STEPIENCarmel, CA

astepien@appirio.com

@Ash_Said_So

What happens next?Let's talk! Contact us to get started on your CX Strategy today!

We're ready to help you on your journey.