alan porter - redefine the customer journey

Redefine The Customer Journey Alan J. Porter | Sr. Customer Experience Evangelist

November 16, 2016 | DX Summit | Chicago

OpenText Confidential. ©2016 All Rights Reserved. 3

Is the cost of bad customer service in the world per year

American Express Survey 3

$338.5Billion


Hello! I am…Your

Customer


Marketing Activities

Squeeze PagesOpt-in Offers

Email Follow-upsOffers

MembershipsLoyalty ProgramsCustomer Specials

Does your customer journey look like this?

AWARENESS

LEADS

PROSPECTS

SALES

BRAND

CREATE

CONTENT

BUILD


Do people in YOUR

POTENTIAL MARKET know

you exist?

What is it that YOU DO? Do you

know who your customers are, and WHY THEY

NEED YOUR PRODUCTS?

How easy is it to DO BUSINESS with

your company?


Marketing Activities

Squeeze PagesOpt-in Offers

Email Follow-upsOffers

MembershipsLoyalty ProgramsCustomer Specials

Mission accomplished ??

BRAND

CREATE

CONTENT

BUILD

AWARENESS

LEADS

PROSPECTS

SALES


How do you make it easy for your

customers to SET UP AND START

USING your product?

Do you make it easy for your

customers to OWN AND OPERATE your product?

Do you CONNECT

with them on a regular basis?

In a digital world do you use

ANALYTICS AND TRENDS to be proactive with

your customers? Do you WELCOME

NEW CUSTOMERS

to your company and community?


Do you make your good customers into

GREAT REPEAT CUSTOMERS?

Do you understand your customer’s needs well

enough to be able to ANTICIPATE

WHEN THEY NEED to upgrade to the latest

iterations of your services?

Can you identifywhat OTHER

PRODUCTS FROM YOUR PORTFOLIO

will help your customers meet their business or personal

needs?

Do you know how to ATTRACT

THEIR ATTENTION and inform them

about those other offerings?


THE MOST IMPORTANT QUESTION!

Have you built a solid ongoing

relationship that means you can CONTINUE ON

THE CUSTOMER’S JOURNEY

TOGETHER?


Customer Buying Journey

BUY / ACQUIRE OWN / SERVE

EVALUATE BUY

ADVO


Internal Processes


TRANSACT LOGISTICSCROSS-SELL

UPSELL


Departments


FINANCE DISTRIBUTION


Systems and Applications


CONTRACTS COMMERCEMANAGEMENT

COMMUNITIES


Metrics


TCO RETURN RATE


The connected customer experience

CONNECTED CUSTOMER

EXPERIENCEPROCESS

DEPARTMENTS

SYSTEMS

CUSTOMERSMETRICS


And don’t forget, employees have changed, too

Millennials are largest

generation

75% will be born digital in

10 years1

Demand ENTERPRISE APPS match consumer

ease of use

Source: Hartford Business Journal, 2014


CUSTOMER PARTNER CUSTOMER CENTRIC CUSTOMER AWARE

Customer Experience Maturity Model

Know what you do

Know what your

customer need

Develop Customer Personas

SALES CENTRICLeadsProspectsTransactions

Combining metrics

Cross department co-operation

Build data bridges

MEASUREMENT CENTRICDetermine KPIsContent optimizationOmnichannel delivery

SYSTEM CENTRICDistinct processesIntegrate sales & supportAnalytics

Frictionless system flow

Voice of the customer analytics

Customer life cycle value

EXPERIENCE CENTRICFully mapped customer journeyEasy to do business with on-going relationships

1 2 3


Turning Insight Into Action


Turning Insight Into Action

Understanding customers - data-driven picture of customers to create new revenue streams and improve customer retention.

Optimizing customer experience - give customers access to easily examine their account information and view all of their data – or just the data they want

Monitoring engagement effectiveness - Easily track, analyze and gain visibility into which actions produce results.

Predictive Insights - insight into what customers did yesterday and what they might do today or into tomorrow



EVALUATE BUY

ADVO

PRINT

Phone

MOBILE

BRAND

WEB

VIDEOMEDIA

COMMERCE

Connect the Continuous Customer Journey to the Digital Experiences


Hello! I am…Your

CustomerPARTNER

www.opentext.com

twitter.com/opentext

facebook.com/opentext

linkedin.com/company/opentext

https://twitter.com/opentext

https://twitter.com/opentext

https://www.facebook.com/opentext

https://www.facebook.com/opentext

http://www.linkedin.com/company/opentext

http://www.linkedin.com/company/opentext