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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
Confidentiality Statement
The materials in this presentation are copyrighted property of
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.
© 2020 Ventana Research
© 2020 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.
© 2020 Ventana Research
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
© 2020 Ventana Research
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.
© 2020 Ventana Research
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
© 2020 Ventana Research
Digital Technology Unifies Business Experience
© 2020 Ventana Research
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
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
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)
© 2020 Ventana Research
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
© 2020 Ventana Research
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.
© 2020 Ventana Research
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.
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
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)
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
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)
© 2020 Ventana Research
© 2020 Ventana Research
© 2020 Ventana Research
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.
© 2020 Ventana Research
© 2020 Ventana Research
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)
© 2020 Ventana Research
© 2020 Ventana Research
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)
© 2020 Ventana Research
© 2020 Ventana Research
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)
© 2020 Ventana Research
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
© 2020 Ventana Research
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
© 2020 Ventana Research
Our Strategic Differentiator: Market Research
© 2020 Ventana 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)
© 2020 Ventana Research
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
© 2020 Ventana Research
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.
© 2020 Ventana Research
© 2020 Ventana Research
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
© 2020 Ventana Research
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
© 2020 Ventana Research
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
Questions?
@ventanaresearch
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Analyst Perspectives
http://blog.ventanaresearch.com
Electronic Mail
© 2020 Ventana Research
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