why community is integral to the customer experience strategy

Community as an Integral Part of Your Customer Experience Strategy

Michael Fauscette, Group VP, Software Business Solutions

about.me/mfauscette #CXM @mfauscette

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Expectations Experience

Satisfaction

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Strategy and

Processes

People

Access

Products & Services

Technology

Data

Customer Experience

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The Information Revolution

© IDC 2013 8

Economic changes

Technology changes

Social Changes

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Michael Fauscette

Mike Fauscette

mfauscette

Larry Fauscette

Larry Michael Fauscette

Larry M Fauscette

mike_fauscette

mfauscette@gmail.com mfauscette@me.com

mfauscette@iCloud.com mfauscette@idc.com

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Business Value of Community - Marketing

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Business Value of Community - Sales

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Business Value of Community - Customer Service

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Business Value of Community - Product Innovation

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Responding Consistently Across Channel

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Operational Processes

Customer Experience Channels

Community

Telephone, cell phone

Web Site

Physical location

Traditional Outbound Communications

Social Media Presence/Interaction

Resources Organization

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Coordinating the Internal

Customer

Campaign execution, brand control – Marketing

Up-sell, cross-sell, reference selling – Sales

Operational Processes

Departmental Requirements Resources

- Product Innovation based on customer input

Customer service

$ – CFO

Loyalty, satisfaction insight – CEO

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Business Benefit of Community

Acquire New Customers Design Better Products Reduce Support Costs Customer Intelligence Driven Marketing

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@mfauscette | #GetSuccess | @GetSatisfaction

Business Benefit of Community

Acquire New Customers •  Know your customer •  Engage your customer •  Learn about your customer = Sales Intelligence

Design Better Products •  Idea sourcing •  Innovation •  Voice of customer

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@mfauscette | #GetSuccess | @GetSatisfaction

Business Benefit of Community

Reduce Support Cost •  Peer-to-peer support •  Reduced support tickets •  Better self-service

Customer Intelligence Driven Marketing •  Customer data value chain •  Predictive as well as reactive •  On target – 1:1

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And Remember…

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•  Give Value to Get Value

•  Connect outside in and inside out

•  Silos are the enemy

•  Technology isn’t enough – culture and process

•  Sense and Respond

@mfauscette | #GetSuccess | @GetSatisfaction

Michael  Fausce,e    Group  Vice  President  So7ware  Business  Solu:ons    mfausce,e@idc.com    @mfausce,e  about.me/mfausce,e  

Thank You

Blog: www.mfauscette.com IDC Social Business Blog https://idc-insights-community.com/groups/it_agenda/social-business #GetSuccess

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