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In the workshop, Digital Clarity Group's Cathy McKnight and Scott Liewehr explored the customer experience management (CEM) Imperative and how it impacts the enterprise within the firewall, and the need to shift from an “inside-out” to “outside-in” focus for how employees work in order to support and drive CEM for their organization. In the second part, they analyzed the technologies, skills, and processes that will help employees engage and collaborate, and how to evaluate, select, and assemble the team involved in executing the CEM strategy (internal resources, outside service providers, and vendors).
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The CEM Imperative … How to Select the Tools, Team and Tactics to Compete in an Outside-In World
Scott Liewehr, President & Principal Analyst
Cathy McKnight, Partner & Principal Analyst
May 2014
@cathymcknight |@sliewehr | @just_clarity | #JBoye14 2
DCG helps business leaders navigate the digital transformation and create competitive advantage from disruption.
@cathymcknight | @sliewehr | @just_clarity | #JBoye14 3
About Digital Clarity Group
@cathymcknight | @sliewehr | @just_clarity | #JBoye14 4
The ideal…
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The reality...
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You can’t buy that
@cathymcknight | @sliewehr | @just_clarity | #JBoye14 8
“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”
Customer Experience
@cathymcknight | @sliewehr | @just_clarity | #JBoye14 9
“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
What I used to counsel…
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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
…what I say now.
don’t ⌃
die
Who’s afraid of disruption?
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“Extinction is the rule. Survival is the exception.” - Carl Sagan
“You may hate gravity, but gravity does not care.”
- Clayton Christensen @cathymcknight | @sliewehr | @just_clarity | #JBoye14
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A “perfect storm” of disruption?
June 28, 2007
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In 5 years or less . . .
§ 100,000,000 iPads (2.5 yrs., pre mini)
§ 1,000,000,000 facebook users
§ 2,000,000,000 smart phones by 2016
§ 102,000,000,000 apps downloaded 2013
§ 16 years of Angry Birds every hour
§ RIM and Nokia flailing
§ Apple and Google respected IT suppliers
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2020
Can you imagine??
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Ubiquitous access to knowledge
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Their megaphone is massive
Mobile annihilates time and space
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Ubiquity negates scarcity
Immediate access = no waiting
Multiple devices = never without
Transparent storage = always accessible
Pervasive search and findability = no looking
“Sentient” controls = no intermediary
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A cycle of ubiquitous content consumption
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customer
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Enter customer experience
How you think of consumers
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How you should think of consumers
@cathymcknight | @sliewehr | @just_clarity | #JBoye14 29 hFp://www.thenaKonal.ae/lifestyle/web-‐goes-‐truly-‐worldwide-‐with-‐smartphones
Ubiquity = simultaneity
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hFp://www.designboom.com/technology/
Great, another acronym… @cathymcknight | @sliewehr | @just_clarity | #JBoye14 31
CXM or
CEM @cathymcknight | @sliewehr | @just_clarity | #JBoye14 32
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§ Improved loyalty and retention
§ Lower cost-to-serve
§ Increased revenues
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The “CEM Imperative”
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“It’s about rethinking the business with the consumer at the centre and then aligning technology, analytics and organizational investments to support it.”
Stefan Olander, VP of Digital Sport, Nike
Who are our customers?
How do we get them to come to our sites?
What do we want them to do there?
How do we keep them from leaving?
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Who are our customers?
What do they need to do?
How can we help them do it?
. . . and better than their options?
From inside-out to outside-in
§ Customers
§ Objectives
§ Actions
§ Technology
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Going outside? Take a COAT
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Without a platform to manage every interaction with consumers, a company has no
spine.
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Evolution of WCM
Geoffrey Moore suggested a different way of looking at the creation, optimization, and delivery of content with his notion of Systems of Engagement (SoE).
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Systems of Record
Systems of Engagement Create
effectiveness; Touch people
Create efficiencies; Host processes
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Focus on content
Web
Software categories
Incidental to business
From Focus on consumer of content
Touch points of content consumption
Comprehensive system
Central to business / THE point of business
To
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CEM is complex
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Guidance is necessary
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Sneak preview
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Break time!!
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Want the report?
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Remember this?
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What experience you trying to create?
§ Defined goals, objectives, strategy, plan, metrics
§ Organizational alignment
§ Team (internal and external)
§ Technology
§ Content
§ More content
§ Governance
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Scott’s Law: The more software you need, the less important it is to your
overall success.
Think about it.
Elements of a successful process
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Elements of a successful process
§ Enabling technology?
§ Aligned philosophy?
§ Inspiring trajectory?
§ Partnership mentality?
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When considering software vendors
§ Empathetic to your needs? – Do they get where you’re going?
§ Capable and fluent? – Can they guide you there?
§ Consistent and accountable?
§ Fit?
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When considering service providers
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8-step process
§ Validate the need
§ Compile requirements
§ Determine focal needs
§ Shortlist technology
§ Shortlist service provider
§ Conduct onsite information exchange
§ Execute RFP process
§ Carry out POC
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Helpful hints
Allow common sense to prevail
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Helpful hints
You have to be a good partner to get a good partner
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Helpful hints
RFPs full of boilerplate text will elicit responses with boilerplate text
-‐Seth GoFlieb
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Helpful hints
You will be stuck in the "qualification" queue until you show signs of
intelligent life. -‐Seth GoFlieb
Scott Liewehr – President [email protected] @sliewehr | @just_clarity Cathy McKnight – Partner [email protected] @cathymcknight | @just_clarity
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Want the report?
