putting the "experience" in your customers' digital experience
TRANSCRIPT
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“PUTTING THE EXPERIENCE IN DIGITAL CUSTOMER EXPERIENCE”
HIGHLIGHTS OF A MAJOR NEW STUDY
Ben Pring
Cognizant’s Center for the Future of
Work
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THE DIGITAL CUSTOMER EXPERIENCE IS THE KEY TO DELIGHT, ENGAGE, AND MONETIZE CUSTOMERS IN THE MODERN WORLD.
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OUR EXPECTATIONS ARE BEING CHANGED BY CODE HALO EXPERIENCES …
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WE’RE BEGINNING TO EXPECT (AND DIFFERENTIATE) ON THE SUBLIME …
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AND FIND THE RIDICULOUS, RIDICULOUS
“Press 1 for English”
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CODE HALOS?
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transaction
updateCODE HALOS ARE CREATED BY
EVERY
7
browseswip
ecomm
ent
scrolllikepos
tmovem
entclickinput
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transaction
browseswip
ecomm
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scrolllikepos
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update… EVERY DIGITAL INTERACTION ANY BODY AND/OR ANY
THING HAS
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AND YET…
Poor Fair Moderate Good Excellent
3%
24%
45%
25%
3%0% 1%
31%
14%
How would you rate the overall quality of your customers' experience and engagement with your company today and in three years? ["Good" and
"Excellent" responses shown]
54%
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“HOUSTON, WE HAVE A PROBLEM …”
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GREAT EXPECTATIONS … TINY STEPSWhat type of customer information do you collect? Select all that apply.
Browsing history
Spending history
Demographic information
Likes/Interests
Social graph
Product registrations
API traffic
Service enrollments
None of the above
41% 40% 39% 38% 37%
21% 18% 12%
10%
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THE METADATA WARS ARE HEATING UP…How effective is your company at… Today? In three years?
…analyzing customer
metadata?
…collecting customer
data?
…integrating customer data
with other business
information?
…analyzingcustomer data?
…collecting customer
metadata?
TODAY26%
TODAY16%
IN 3 YEARS52%
TODAY44%
IN 3 YEARS68%
TODAY19%
IN 3 YEARS39%
TODAY29%
IN 3 YEARS56%
IN 3 YEARS52%
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Say customer data and analysisis a key element
of their company’s innovation efforts.
Say digitizing the customer experienceto deliver mass personalization is a core
strategic goal.
58% 47%
DO YOU KNOW THE “MARKET OF ME”?To what extent do you agree with the following statements about your company’s
approach to attracting and retaining customers and personalizing their experience? [“Agree” and “Strongly agree” responses shown]
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To what extent does your company focus on the following customer experience issues today?
[“Relatively high focus” and “key focus” responses shown]
MASS PERSONALIZATION PUTS CUSTOMERS AT THE CORE …
54%
53%
51%
48%
45%
44%
42%
40%
40%
Co-creating with customers
Creating personalized products, services and
experiences
Improving communication with customers
Building customer loyalty
Addressing shifting customer demands
Creating a customer-centric organization
Analyzing customer data
Reaching new customer markets
Collecting customer data
0% 10% 20% 30% 40% 50% 60%
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LEADERS EXPECT BOTTOM LINE IMPACTS…What value do you expect to gain from improved customer experience and
engagement based on your use of digital profiles? [“Good benefit” and “Substantial benefit” responses shown]
Increased
profitability
Improvedcustomerretention
Increasedmarket share
Increased
revenue
Improved abilityto develop
new products& services
Expansion
into new lines
of business
Attractingnext
generationof customers
45%
38%
30%
37%
28%
14%17%
0
10
20
30
40
50
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BETTER CUSTOMER UNDERSTANDING HAS A CLEAR ROIPlease rate the level of measurable ROI your company has seen from its data-
mining efforts.
Noquantifiable return
Slight quantifiable return
Moderatequantifiable return
Goodquantifiable return
Significantquantifiable return
DATA MINING
1% 11%
29%
46%
12%
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“IF IT WERE EASY, WE’D HIRE HAIRDRESSERS …”
23%Data security
8%19%
Customer privacyconcerns
30%Data
access
30%Disseminating
insights internally
26%Data security
29%Forming partnerships
with third-partyvendors
42%Adequate toolsto analyze data
42%Adequate internal
skill sets to analyze data
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WE ARE INCREDIBLY LUCKY
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“By 2025 the Second Economy will be as large
as the 1995 physical
economy”
WE HAVE THE OPPORTUNITY TO BUILD (AND MANAGE) THE “VAST, SILENT, UNSEEN SECOND ECONOMY”
SOURCE: W. Brian Arthur, Santa Fe Institute – McKinsey Quarterly, Oct 2011; http://www.mckinsey.com/insights/strategy/the_second_economy
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BECAUSE WE’RE INCREASINGLY CARRYING OUR VIRTUAL LIVES WITH US IN THE PHYSICAL WORLD (AND VICE VERSA) …
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… WE CAN PUT ALGORITHMS AROUND “ANYTHING” – EVERYTHING CAN HAVE A CODE HALO
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INDUSTRIAL DATA
SYSTEM
BIG DATAANALYTICS
REMOTE AND CENTRALIZED
DATA VISUALIZATION
PHYSICALHUMAN
NETWORKS
INSTRUMENTEDINDUSTRIAL
MACHINE
Data sharing with the right
people and machines
Extraction and storage of proprietary machine data stream
Intelligence flows back into
machines
Machine-based algorithms and data analysis
SECURECLOUD-BASED
NETWORK
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EVERYTHING IS UP FOR GRABS (AGAIN) .…
“We are in era where we are re-imagining nearly everything … powered by new devices, plus connectivity, plus new user interfaces, plus beauty….” —Mary Meeker - Kleiner Perkins Caufield & Byers
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WHICH IS GREAT … AND TERRIFYNG
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“GET DILBERT ON LINE 1”
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YOUR NEW MISSION …
(You should choose to accept it …)
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REIMAGINE CODE
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REIMAGINE COMMERCE
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FOUR RECOMMENDATIONS FOR SUCCESS IN THE CODE HALO ERA …
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EXPERIENCESOVER TRANSACTIONS
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JOURNEYS OVER MOMENTS
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SUGGESTINGOVER CLOSING
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ANNUITIES OVER PURCHASE ORDERS
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WE ARE INCREDIBLY LUCKY
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“ACTION THIS DAY!”
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DOWNLOAD THE FULL REPORT AT http://cogniz.at/1ESjAip
Cognizant’s Center for the Future of Work community site www.futureofwork.com