how top cx performers are running their teams
TRANSCRIPT
How Top CX Performers are Running Their TeamsWayne Kurtzman
@WayneNHResearch Director, Social and Experiential Solutions
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Technology is faster, cheaper and consumerized
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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