how top cx performers are running their teams

How Top CX Performers are Running Their TeamsWayne Kurtzman

@WayneNHResearch Director, Social and Experiential Solutions

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2

Technology is faster, cheaper and consumerized

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3© IDChttps://twitter.com/ValaAfshar/status/925360952278683648https://www.huffingtonpost.com/steve-cichon/radio-shack-ad_b_4612973.html

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TheConsumerization

ofTechnology

Mobile

BYONetwork

File Sync and Share

Collaboration &Social

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IDC: The 3rd Platform

Source: IDC

It’s only technologyif you didn’t

grow upwith it.

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People want that easy

ecommerce experience.

Everywhere.

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Customer Experience is defined as a customer’s perception and emotional response to the sum of the interactions and engagement

with an enterprise.

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Customer experience is a key differentiator.

© IDCIDC Market Glance: Customer Experience, 3Q17, US #US43095317

Customer Experience (CX) is the best experience

the customer has ever had, applied to your company.

Customer Experience

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38 buttons

3 buttons

Zero buttons

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Digital Initiatives Deliver Business Value

Source: IDC WE CX Networks Survey, Axway, March 2017. N=602.

Q. Which of the following business results has your organization gained from its digital initiatives?

44%

47%

52%

54%

54%

60%

65%

20% 25% 30% 35% 40% 45% 50% 55% 60% 65% 70%

Deliver IoT-enabled offer ings

New distribution channels

Mobile strategy integration

New business models

New partnerships

Increased revenue streams

Speed of product / service delivery

Business results gained from digital init iatives

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Customer Experience is the Most Important Digital Initiative

Source: IDC WE CX Networks Survey, Axway, March 2017. N=602.

Q1. Please rate the importance of each of the following digital initiatives to your organization.

45%

58%

64%

71%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Omni-channel management

Customer journeys

A single customer view

Customer exper ience

(Proportion of respondents selecting ‘Very important’ or ‘Extremely important’)

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How are companies meeting CX?

Chat Social Media Collaboration Chatbots Messaging

AI and Machine Learning

Intelligent Data Integration

The End of Silos

IDCFutureScape ™2017Prediction

Evolving Expectations

By 2020, 50% of the Global 2000 will see the majority of their business depend on their ability tocreate digitally-enhanced products, services, and experiences in response to evolving consumer expectations.

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IDCSocial & ExperientialFutureScape ™2017Prediction

Chatbots Everywhere

By 2020, 90% of internet users worldwide will have interacted with AI and machine-learning driven customer support bots -without knowing it.

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The 1890’s called:

They want their sales funnel back.

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Customer Conversion KPIs

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Equivalent of the Income Statement: Measures the progress of customer creation and customer loyalty

Measure conversion ratios of buyers through the decision-journey. Rather than track specific customers through the system as you would for leads,

focus on improving ratios at the stages.

Creation Loop Loyalty LoopSource: IDC 2015

IDC’s Customer Experience Loop

Creating an experience represents a fundamental content shift

from low-cost press releasesto high-cost visual and engaging content,

and the teams that must be ready to engagepeople around that content.

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Experiential Preparedness

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IDCSocial & ExperientialFutureScape ™2017Prediction

Chatbots Everywhere

By 2020, 90% of internet users worldwide will have interacted with AI and machine-learning driven customer support bots -without knowing it.

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IDC Market Analysis Perspective: Worldwide Cognitive Systems and Content Analytics Software, 2016, US40797116

50% using

31% using

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22%

IDCCMO AdvisoryFutureScape™2017Prediction

Chatbots Break Advertising

By 2020, 40% of e-commerce transactions will be enabled by cognitive/AI personal shoppers and conversational commerce.

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Making a chatbotthe face of yourcompany.WCGW?

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6 Communication Dimensions

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Process

Metrics

Hearing

Collaboration

Audience

Voice & Tone

Storytelling

Trust

“I want to be heard”

Active listening; brand protection and

data integrity.

“I want results”

Processes to connect silos for correct,

timely responses.

Trust

Authority, helpfulness, authenticity,

transparency.

“Talk WITH Me”

Consistent attitude that reflect your

brand’s culture, community and

conversations.

“Not AT Me”

Your narrative: visual, verbal and

responses that reflect your brand’s

culture, community and conversations.

“Know Me” (Not too close):

Empathy; trend aware.

Plan withthe secret sauce:Empathy

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How Top CX Performers are Running Their TeamsWayne Kurtzman

@WayneNHResearch Director, Social and Experiential Solutions

© IDC