building a cx technology strategy
TRANSCRIPT
Building a CX TECHNOLOGY STRATEGY
Customer Experience (CX) is changing fast. New technologies are emerging and customers’ expectations have skyrocketed.
How do you navigate the ever-changing CX technology landscape? And how do you decide what your organization needs or where to invest?
Let’s begin by explaining that good CX hinges on 3 things:
CreateBREAKTHROUGH
DIGITAL MOMENTSto sell & service
CreateBREAKTHROUGH
DIGITAL MOMENTSto sell & service
GainMEANINGFUL INSIGHTinto customer behavior
GainMEANINGFUL INSIGHTinto customer behavior
Empower AN ENGAGEDWORKFORCE
to improve service
Empower AN ENGAGEDWORKFORCE
to improve service
Knowing your customers &
what they need
Anticipating their needs & desires
Delivering on customer expectations
Let’s break those down…
Meaningful insights = knowing your customer & what they need
• Identifying key personas that matter to your business and interviewing customers on their real experiences
• Looking at experiences from 3 perspectives: doing, thinking, and feeling
• Outlining customer interactions across capabilities/teams/systems
Breakthrough digital moments = anticipating their needs & desires
• Identifying digital opportunities to innovate
• Mobile apps, innovative web properties, digital marketing, and customer communities that wow and delight
Engaged workforce = delivering on customer expectations
• Connecting the front end to the back end to create integrated customer life cycles across teams and systems
• Implementing customer dashboards and making customer data accessible in order to empower employees
How can you use this information to transform your CX strategy…
… when there are hundreds of solutions and the space is getting more crowded every day?
CUSTOMEREXPERIENCE
TECHNOLOGIES
Litmos (Callidus)
Cloud Coaching Intl
Synergyse
Iridize
Cornerstone
Taleo
Toonimo
WalkMe
ONBOARDING& EDUCATION
Ping
Gigya
Okta
Login Radius
Salesforce
Oracle IDM
CUSTOMER IDENTITYMANAGEMENT
MS Azure
Amazon Web Services
Google Cloud Platform
IaaS
FULFILL
Contract Express Apttus
LEGAL CONTRACTS
Adobe Echosign Docusign
ELECTRONICSIGNATURE
TRANSACT
Magento
WooCommerce
Big Commerce
Cloud Craze
DoubleClick?
Volusion
Manhattan
Shopify
NetSuite
Sterling
ATG
e-COMMERCE
SAP
Sugar
Sage
Zoho
Salesforce
Oracle(On-Demand & Siebel)
Microsoft Dynamics
Netsuite
Veeva
Blackbaud
CRM
GetFeedback
Walker
Timba
Qualtrics
Medallia
Verint
ConfirmIT
FluidSurveys
SatmetrixMaritzCX
SurveyMonkey
Callidus
Springboard
DelightedClarabridge
VOICE OF CUSTOMER
SaS institute
Cognos
Birst
IBM
Splunk
QlikView
Salesforce Analytics Cloud
SimplyMeasured
Adaptive InsightsGoodData
DBInsights
Oracle
Domo
TableauPentaho
ANALYTICS & BI
SocialAnnex
Crowdtwist
Tibco
GamEffective
Badgeville
Infosys
Lithium
Bunchball
GAMIFICATION& LOYALTY
Pros Chameleon
BigMachines
Aria Systems
CallidusCLoud
Kinetic Growth
Zuora
Apttus
Steelbrick
CPQ/SUBSCRIPTION RENEWAL
SAP (Jive)
Salesforce Communities
OrchestraCMS
MSFT (sharepoint)
TreehouseZendesk
Drupal
forumbee
Adobe
COMMUNITY
MANAGE
augure
TapInfluence
GroupHIgh
Traacker Influitive
Upfluence
INFLUENCEMANAGEMENT
RichRelevance
DemandBase
Reflektion
Certona
Monetate
PERSONALIZATION
Cordova (PhoneGap)Angular.js
JQuery MobileSencha Touch
Native Android
Kendo UI
MediaFly
Mobile Caddy
Urban AirshipTopcoder
Appcelerator Titanium
Heroku
Bootstrap
Salesforce.comNative iOS
Applause
Ionic
Kony
Xamarin
ReactOnsen UI
Node.js
MOBILE & APP
Constant Contact
StrongMail
Hubspot
CheetahMail
SpringBoard
Mailgun
Bronto
StrongView
Marketing CloudVertical Response
Responsys
Mail Chimp
iContact
LyrisSDL
EMAIL MARKETING
OrchestraCMS
Radiant
IBM
Oracle
SDL
Autonomy
Adobe
sharepoint
ContentfulContentFocus
Salesforce
sitecore
percussion
wordpressdrupal
CMS
StrongView
Pardot
IBMRadius
MarketoEloqua
Adobe
inTrigue
ActOn
Hubspot
Teradata
Demandforce
SpringBoard
MARKETINGAUTOMATION
Marin SoftwareLiveFyre
Sprout SocialClarabridge
Nuvi
Sprinklr
Kenshoo
Radian6
Argyle
sysomos
Marketing CloudShoutlet
Hootsuite
Microsoft
Edgar
Buffer
Oracle Social Relationship Manager
SOCIAL MEDIAMARKETING
ENGAGE
Eventsforce
Double DUtch
On24
Cvent
Validar
Evenbrite
Lanyon
Bright Talk
EVENT/WEBINAR MANAGEMENT
Wordpress
Tumblr
TypePad
Percolate
WebCenter Sites
Adobe
Weebly
HubspotKapost
Medium
Live Journal
BLOG MANAGEMENT
SERVICE
Avaya
Aspect
Mitel
8x8
Cisco
Five9
Other chat vendors
Live Agent (Chat)inContact
Ring DNA
Shoretel
Genesys
CALL CENTER
Remedy Force ServiceNow
IT SERVICE DESK
Service Max
Field One
Salesforce
Click Software
AsteaSiebel
TOA
SAP
Field Aware
FIELD SERVICE
Service Max
Salesforce Service Cloud
Totango
Remedy Force RightNow
ZenDesk
CUSTOMER SERVICE
CX Technology Landscape
So before you get into the weeds when it comes to technology platforms, take a step back and form a strategy around the following questions:
How do you establish a
CX technology strategy?
Where do you invest time/
money/people?
Appirio is here to help. We’re going to build a CX technology strategy together. Ready?
Traditionally, this is how companies have looked at CX technology…
CX tech strategy of yesterdayTechnology in silos driven by business org needs
MARKETING
Social
Ad Campaigns
Events
Direct Mail
SALES
eCommerce
Account Management
Opportunity Management
Reporting & Analytics
Contract Management
CUSTOMER SERVICE
Call Centers
Ticketing Services
Live Chat
Customer Surveys
Onboarding
Communities
IT
Data Warehouse
Business Intelligence
Integration Software
CRM
This was fine in the past, but in today’s competitive CX landscape, this doesn’t cut it. And why not?
• It only addresses acute functional pain points and doesn’t take into consideration the effect on the overall CX.
• It results in tactical technology implementations — not strategic implementations — to fix those acute pain points.
• You end up with redundancies and a wasted investment in tools.
What you really need is the CX strategy of tomorrow.
CX tech strategy of tomorrow3-step process with customers at the center
Persona-driven methodology
Gartner’s Pace Layers
Disposable apps
CX technology strategy+ + =
Let’s look at these 3 steps individually.
Step 1: Persona-driven methodology
Persona-driven methodology
Gartner’s Pace Layers
Disposable apps
CX technology strategy+ + =
Remember, the customer is king. But… • The king is also a person with
needs — to feel understood, to feel fulfilled, and of course, to feel important.
• You have to build your systems to serve that person and their unique needs — not your functional organizations.
Start by mapping out that person’s journey with your organization.
Consider this: What are the key phases of the customer life cycle?
Persona-driven methodologyPinpointing the key phases of the customer life cycle.
Engage Transact Fulfill Service Manage
Suspect Prospect New customer
Customer hero
Lost lead
Lost customer
What are they feeling and doing at each touchpoint?
Persona-driven methodologyThe thinking, feeling, and doing portion...
ENGAGE TRANSACT FULFILL SERVICE MANAGE
Doing research,exploring options,engaging peers
Leveraging eCommerce portal
Executing & adopting product, educating self, or completing onboarding
Engaging with customer service, or self-servicing on current purchase or experience
Evaluating experience, considering repeat business, sharing experience with peers
Excited about the transaction, but wishing the process were easier
Engaging with sales rep (brick & mortar or virtual); hopeful that the transaction is successful, stress-free, and that there are no surprises
Optimistic that the product or purchase meets the expectations set in the sales process
Focused on success and making the most of the purchase; annoyed by needing support
Weighing the pros and cons of the experience
Overwhelmed, excited
Anxious, agitated, happy
Nervous, excited Irritable, impatient, satisfied
Successful, hopeful, confident
Fee
ling
Th
inki
ng
Do
ing
Now let’s use these insights to build a customer journey map…
Yesterday vs. tomorrowEstablish your customer’s needs and your needs as a company holistically
MARKETINGEmail
Social
Ad Campaigns
Events
Direct Mail
SALESeCommerce
Account Management
Opportunity Management
Reporting & Analytics
Contract Management
CUSTOMER SERVICE
Call Centers
Ticketing Services
Live Chat
Customer Surveys
Onboarding
Communities
ITData Warehouse
Business Intelligence
Integration Software
CRM
Siloed organizational technology implementation
vs.
Strategic cross-functional technology implementation
See the
difference?
Step 2: Gartner’s Pace Layers
Persona-driven methodology
Gartner’s Pace Layers
Disposable apps
CX technology strategy+ + =
Garner tells us that technologies fall into 3 categories. Think of those 3 categories like the 3 layers of a house:
• Interior design
• Layout & key features of the house
• Foundation
Gartner’s Pace LayersYour technology — in 3 layers
1. Systems of innovation
New applications that are built on an ad hoc basis to address new business requirements or opportunities
2. Systems of differentiation
Applications that enable unique company processes or industry-specific capabilities
3. Systems of record
Established packaged applications or legacy, home-grown systems that support core transaction processing and manage the organization’s critical master data
Interior design
Layout & key features of the house
Foundation
In order to put technologies into one of the 3 categories, use the following deciding factors:
• The cost of the technology
• The lifespan of the technology
• The thinking around the technology
Gartner’s Pace LayersCost, lifespan, and ideation
3. Systems of innovation
$ 0-12 months New ideas
2. Systems of differentiation
$$ 1-3 years Better ideas
1. Systems of record
$$$ Indefinite Common ideas
The typical cost of
technology
The basic lifespan of technology
The way your company thinks
about technology
3. Systems of innovation
2. Systems of differentiation
1. Systems of record
Gartner’s Pace LayersSome examples of technology at each level
Mobile Apps Portals Websites Sales AidsEmail/
Communica-tions
SocialGamification
& Loyalty
HelpdeskMarketing
AutomationProject
ManagementContracts
Management BI/Analytics eCommerce
Master Data
Systems
Core Finance
HCM ERP MRPWare-houses
Inventory Manage-
ment
Billing/Account-
ing
CR
M
Next, we layer Gartner’s Pace Layers over your persona journeys.
Step 2 — add Gartner's Pace Layers
ENGAGE TRANSACT FULFILL SERVICE MANAGE
3. Systems of innovation
2. Systems of differentiation
1. Systems of record
We’re about ⅔ of the way there. Now for the finishing touch…
Step 3: Disposable apps
Persona-driven methodology
Gartner’s Pace Layers
Disposable apps
CX technology strategy+ + =
Well, for starters, what’s a “disposable app”?
Good question.
an app “built for a specific event or a critical, single purpose. It’s used for a short period of time, during which a highly concentrated amount of activity occurs on the app, and after which it is discarded, never to be used again."
A disposable app is:
=Systems of Innovation
Disposable apps
Some examples of disposable apps
Step 3 — Add the apps to your Pace Layers/persona map
ENGAGE TRANSACT FULFILL SERVICE MANAGE
1. Systems of innovation
2. Systems of differentiation
3. Systems of record
Mobile & Application DevPersonalization
AIB Testing
Event Management
Electronic Signature
Onboarding & Education
Voice of the
Customer
Field Service
Influence Manage-
ment
Gamifi-cation & Loyalty
Social Media MarketingMarketing Automation
Opportunity Management
Content Management
CPQ
eCommerce & Shopping Cart
Management Cross-Sell/Upsell
Fulfillment App
Call Center
Customer Service & Self-Service
Subscription Renewal
Communities Analytics & BI
Customer Data & Relationship ManagementOmni-Channel Management
Security & Identity ManagementIntegration & API Management
That’s it! Now let’s quickly review the process.
How do you establish a CX technology strategy?
3 steps: persona methodology, Gartner’s
Pace Layering, disposable apps
Where do you invest time/money/people?In establishing your infrastructure (i.e., money and time) &
experimenting in your systems of innovation (i.e., time and people)
Bam! Now you have a strategy and direction.
But that’s only the beginning…
ANDY LINIrvine, CA
@alin_appirio
ASHLEY STEPIENCarmel, CA
@Ash_Said_So
What happens next?Let's talk! Contact us to get started on your CX Strategy today!
We're ready to help you on your journey.