Delivering Contextual Experiences for your Customers

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Delivering Contextual Experiences for your Customers

Maxie Schmidt-Subramanian, Forrester Senior Analyst serving Customer Experience Professionals

Otto de Graaf, SDL, VP of Strategy

March 12, 2014

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Speakers

Maxie Schmidt-Subramanian, Forrester Senior Analyst serving Customer Experience Professionals

Otto de Graaf, SDL VP of Strategy

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It’s the experience, dummy!

Customer Experience remains a key driver

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Economic Growth Drives Online Growth

Source: IMF World Economic Outlook April 2013

Global is the default

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International differences in motivations for sharing

ALTRUISTIC SHARING STATUS BROADCASTING

My network’s and individual friends’ interests

To amuse my network, laugh

Work related

Headline will get attention

Show what I’m interested in

Reasons for sharing news content with friends/family

SDL research conducted for CNN

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Vatican City, Pope announcement 2005 2013

Michael Sohn / AP

Luca Bruno / AP

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Likes HP

52 years old

Bought a tablet month ago

Looking for a sports car

Shopping for golden ear

rings

On the street using 3G, no wifi access

points

Location: New York

Digital Experience Delivery • It’s about the mobile consumer, not

the device

• Understand time, device, location, behaviour and profile

Early evening

Using an Android 5.7 inch device

Travels KLM

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Majestic Wine Warehouse • Largest UK wine retailer • $450M annual revenue • 1.4M customers, 200 stores +

on-line sales

CXM • Makes wine affordable & accessible • Understands customer preferences • Creates seamless in-store & on-line

experiences

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Three business requirements for Global CXM

Align your organization

across channels, markets,

languages and teams

Create relevant experiences for your

customers, regardless of channel

Understand your audiences’

interests and motivations

Webinar: Making The Business Case For Delivering Contextual Experiences Research by Forrester Consulting, Presented by Maxie Schmidt-Subramanian, Senior Analyst serving Customer Experience Professionals

March 12, 2014

© 2013 Forrester Research, Inc. Reproduction Prohibited 11

Agenda

› Why “contextual” experiences?

› How to get funding for initiatives

› Recommendations


We are in the “Age Of The Customer”

Source: “Competitive Strategy In The Age Of The Customer”, Forrester Research, Inc., October 2013

Great customer experiences yield higher financial benefits


Better CX drives millions in revenue benefit for companies across industries

$ 55M / 40M €

$ 1.6B / 1.2B €

Source: The Business Impact of Customer Experience, 2014, Forrester Research, Inc., March 2014


Customer experience is linked to profitability

Source: Watermark Consulting, 6 year stock performance

Relevant CX: Meet customer needs, feel personal, and deliver in the moment.


Source: “Contextualization,” Forrester Research, Inc., November 2012

Contextualization helps make experien-ces more relevant … and better


Amazon shows right-sized content and functionality


November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”

Delta Air Lines Helps Customers Rebook Cancelled Flights In Just A Few Taps


November 2013 “Anticipate Your Customer’s Next Move With Proactive Experiences”

Delta Air Lines Helps Customers Rebook Cancelled Flights In Just A Few Taps


January 2014 “The Customer Experience Index, 2014”

Delta’s impressive customer experience results


Source: “Contextualization,” Forrester Research, Inc., November 2012

Complexity is much higher for multinational and global companies

Needs and preferences differ by region, fueled by differences in culture, language, technology adoption, and other factors.


Agenda

›Why “contextual” experiences?

› How to get funding for initiatives

›Recommendations


Source: Forrester Consulting, Research with Business and IT Professionals in multinational and global firms

Some of the challenges we heard about Decision-makers don’t see how current experiences

lack relevance

Risks seem to outweigh benefits

Quantifying the upside in advance is difficult

Silos or local business units need to be aligned

“It’s been a constant challenge in our organization to actually put monetary dollar figures to any kind of initiative that improves customer experience.” — Strategy VP at a global financial services company

Every country has their own priority in choosing the processes and interactions they want to improve.” — Business development director of operational excellence at a multinational insurance provider


Owners of initiatives need to appeal to decision-makers on three levels

Authority: Credibility and trust Show you’ve done your homework Illustrate with pilot projects, rather than

promise


“We adopted a crawl-walk-run approach. First we build the model, and then we develop the use case, and then show the results. This builds trust and verification for wider deployment. We start with low- hanging fruit with minimal investment and show the results achieved.” — CIO at a US global consumer goods company

Authority: Credibility and trust Show you’ve done your homework Illustrate with pilot projects, rather than

promise Use established metrics Enlist external help Work on achieving a higher profile

Logic: Rationale and upside Get the business case directionally

right, not perfect Determine potential cost savings Estimate the upside for top- or

bottom line


“We didn’t do a full ROI calculation because we didn’t know what the adoption would be among the customer base. Instead, approval was given once it was shown that the ROI would be positive. Rough estimates for cost savings and the increased security proved enough to get the project off the ground.” — Director and head of information technology at a multinational financial service provider

Emotion: Gut feeling and buy-in Show customers’ pain and how to

alleviate it


“We created a deck that showed the hoops customers had to go through to get the information they needed. And we showed clearly where customers got so frustrated that they were about to give up” — CX leader at a global publishing company

Emotion: Gut feeling and buy-in Show customers’ pain and how to

alleviate it Augment ROI with qualitative benefits Show the risk of not investing Mitigate the risk of investing


Agenda

›Why “contextual” experiences?

›How to get funding for initiatives

› Recommendations


Source: Forrester Research Inc.

Craft a contextualization strategy that is grounded in customer understanding


Find allies across the organization – and get local business units on board

“At the corporate level we have established a tool set for business owners in the individual countries. We, for example, provide support for customer journey mapping to identify processes and interactions that can be improved and adapted locally.” — Business development director of operational excellence at a multinational insurance provider


Perception What customers think happened and how they feel about it

Descriptive Objective, observable events that happened

Outcome What business result you expect from what happened

Meticulously document successes – quantitative and qualitative feedback

Thank you Maxie Schmidt-Subramanian [email protected] +1 617.613.6746 @maxieschmidt

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Questions?

We encourage questions, please submit in the Q&A box in the right hand corner of your screen.

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– We encourage questions, please type your questions in the Q&A section in the right hand corner of your screen.

Learn More

○ SDL Innovate Conference www.sdl.com/innovate Coming to San Francisco, London, Amsterdam, Sydney, Singapore and Tokyo.

• Gain actionable insights into the latest trends and make sure your company is on the cutting-edge of customer experience.

○ SDL Customer Experience Cloud www.sdl.com/cxc

• Optimize the future of your customer experience with a complete, integrated and easy to deploy technology solution.

http://www.sdl.com/innovate

http://www.sdl.com/cxc

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