Dr. Natalie’s Research Agenda and Published Research

If you are wondering what I have been up to lately, I thought I would put all the research I have published  into one place. Here’s a list of Dr. Natalie’s completed and published research and soon to be published content! It ranges from IOT, Analytics, Big Data, Customer Experience, Leadership, Organizational Change Management, Storytelling, Collaboration, Digital Transformation, Social Selling, Social Media, the Cloud, Marketing, Sales, SaaS, IaaS, PaaS, DaaS, AI, Machine Learning, Innovation, Social Networks, Social Media Monitoring, Mobile, Customer Service and Customer Success Management….and a few things in-between…

IOT (The Internet of Things), Innovation, AI, Machine Learning, Analytics and the Cloud

• The Algorithm of You: How IoT Transforms and Differentiates Customer Experience: Using the Internet of Things to Boost Revenue and Deliver a Brand’s Personalized Promise

• Digital Disruption: The Blind Spot That Could Sink Your IoT and CX Initiatives

• The Internet of Things Improves Customer Experience in Retail Supply Chain

• Halo Uses Xively’s Internet of Things Platform to Redefine Safety Devices

• The As-a-Service Economy: CX and IOT Mean You Have to Deliver Great Experiences- Upcoming

• Customer Experience IOT in the Automotive Industry-Upcoming

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Digital Transformation: Customer Engagement, CRM, Innovation, Customer Experience, Customer Service, The Cloud and Analytics

• ROI Of Customer Service & Customer Experience

• How to Measure Customer Experience: Performance Management Maturity-Upcoming

• Case Study: Elaine Turner® Brand and Oracle Commerce, Marketing and Customer Service-Upcoming

• The Need for Inspiring Leaders to Orchestrate Customer Experience Initiatives-Upcoming

• Experience Management: How to Deliver Integrated Customer Experiences

• How Rackspace Creates the Next-Generation Customer Experience

• The ROI Of Agile Customer Care: Reduce Training and Easy To Add Channels

• Digital Imperatives for Omni-Channel Retail Customer Experiences

• Nine Pillar Of Successful Self-Service for Digital Customer Engagement

• 6 Pillars of e-commerce Customer Engagement

• 9 C’s of Customer Engagement – Delivery and Communication Styles: Channels, Content and Cadence

• 9 C’s of Customer Engagement – People Centric Values: External & Internal Culture, Community, Credibility

• 9 C’s of Customer Engagement – Right Time Drivers: Context, Catalysts, Currency

• How Delta Uses Microsoft Dynamics and Avanade to Create Next-Generation Customer Experiences

• How Microsoft Dynamics CRM Improves Productivity at Trek Bicycle

• Delta Uses Microsoft to Transform Flight Operations and the Customer Experience

• New Belgium Brewing Creates Great Customer Experiences Using Microsoft Dynamics

• Beyond Journey Maps, Delivering Mass Personalization at Scale

• The State of Customer Service and Support Evolves 

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Social Media, Customer Service, CRM, Analytics, Innovation and the Cloud

• How General Motors Using Social Media To Listen To Customers and Sell Cars and Deliver Service

• The ROI of Online Communities: Online Communities Provide Value Beyond Call Deflection

• Why Top Marketers Create Branded Social Networks for Customer Engagement

• The State of Customer Service and Support Evolves 

• ROI of Social Customer Service- Upcoming

• The Customer Service Playbook for Integration of Traditional, Digital, Social and Mobile Customer Service Strategies and Technologies-Upcoming

• Mobile Customer Service-Upcoming

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Digital Marketing, Analytics, Innovation and the Cloud

• Should the Chief Marketing Officer Oversee the Whole Customer Experience?

• Data-Driven Marketing Campaign Optimization

• VentureBeat: Should the CMO Run the Whole Customer Experience?

• Executive Brief: Can Brands Keep Their Promise?

• Oracle Moves Its Focus from the CIO to the CMO

• How to Staff the Team for Effective Content Marketing

• The State of Marketing 

• Marketing Funnels Are Dead, What’s Next?

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Digital and Social Sales; Commerce, Innovation, Analytics and the Cloud

• How Sales Leaders and Sales Reps Can Create a Social Selling Organization: Convert Average Sales Teams into Top Performers Using Social Networks

• Five Approaches to Drive Customer Loyalty in a Digital World

• The Modern Sales Experience

• Continuity of Customer Experiences Drives the Future of Commerce

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Customer Success Management, Analytics, Innovation and the Cloud

• The State of Customer Success Management

• Gainsight: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• ServiceSource: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Bluenose: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Totango: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

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If you are interested in learning about any of these reports or research, a speech or webinar on any of these or related topics, please reach out to me here!

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Innovative, Customer-Facing Applications that Create Great Customer Experiences

 

 

 

 

 

 

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Halo Smart Labs Develops a Smarter Smoke Alarm: IoT at Its Best

Having lived in Louisville, Kentucky I have experience my share of tornados. So just have a better warning signal for that in itself would have been wonderful. And Halo Smart Labs did that by rebroadcasting the National Weather Service’s radio signal to provide warnings for not just tornados, but also other natural disasters like earthquakes, floods and other natural disasters using the internet of things (IoT.)

The issue with old smoke detector technology was their limited functionality:

• Inability of traditional smoke detectors to discern between a real disaster such as a home fire and a minor issue such as burnt toast
• Inability of traditional smoke detectors to connect to data centers about weather issues such as tornados, earthquakes, and floods
• Inability of existing smoke detectors to deliver alerts when the house power connection is down.

Why was Halo Smart Labs created? It was created in 2012 after a brush with tragedy. Co-founder and CEO Ben Stagg questioned the effectiveness of tornado warning systems after his father was in Joplin, Missouri in 2011, when tornadoes hit the area and killed nearly 160 people. The disaster gave him the idea of using technology to increase human safety. He teamed up with Chad White, Halo’s other co-founder and chief sales officer, to create a safer way to protect people from tornadoes, but they quickly incorporated other natural disasters into their alert system. After a home fire struck one of Stagg’s relatives in 2014, the co-founders realized the shortcomings of existing smoke detectors and set out to build the world’s safest and smartest smoke alarms.

The company focused on improving the traditional smoke detector. It needed to rethink the design and function of most smoke alarms and to evaluate the networks that smoke detectors were connected to and what output signals (auditory and visual) could really make a difference.

Halo determined that in order to make the safest and smartest devices, it needed to find an Internet of Things (IoT) partner that could provide category expertise and a platform that was simple and easy to use. The IoT partner would need to have people who would roll up their sleeves to help Halo work through specific challenges to bringing genuine innovation to safety devices.

How Does the Internet of Things and Smartphones Come Into Play? Through the power of the IoT, the Halo devices can be monitored and operated using a smartphone. The smartphone app not only helps the consumer set up the device, but also to conduct 24/7 monitoring and to send alerts on the mobile phone. The customer can set up a one-touch call to the fire department if the situation calls for that action.

In addition, consumers can connect each individual Halo device within the home so they can talk to each other. This level of connectivity brings a whole new degree of safety to customers. For example, because each Halo device is linked to the IOT  hub, a person sitting in the bedroom can be alerted of a fire in the kitchen, the exact level of threat it poses, and what needs to be done next. When one smartphone’s battery is low, other smartphones can also be connected to the Halo devices. In fact, Halo encourages families and friends to connect on the application. That way, if the neighbors’ house has an issue while they are away or their smartphone is dead, a friend, relative or another neighbor can be alerted and take action.

Halo Smart Labs Weather Detectors @drnatalie

Some of the key benefits of the new generation of smart smoke detectors include:

New functions: Addition of carbon monoxide and weather hazard detection and alert system to smoke detector device

Ease of use: Easy to use interface via a smartphone, allowing a customer to opt into 80 different alerts and signals

Spoken alerts: Ability to deliver messages via spoken alerts, which are less intrusive than traditional, loud beeps

Colored, visual warnings: Ability to deliver specific visual alerts based on the color of the halo of light on the device

Reduction in false alarms: The smart devices can differentiate between small issues such as burned food and major dangers such as a house fire, so false alarms are less likely

Earlier detection: Smart smoke alarms can be faster and more precise at communicating specifically what and where the threat is than traditional alarms, so there is a better chance of a person being able to quickly escape.

What to Consider If You Want to Develop An IoT Product Strategy Constellation’s next-generation customer experience theme focuses on how digital business and IoT not only improve the customer journey, but also transforms business models. Market-leading and early adopter organizations must account for how IoT initiatives deliver a customer- centric experience. Constellation makes three recommendations as leaders begin their customer experience transformation initiatives:

  • Map your specific customer experience, from both the company’s and the customer’s point of view across the full lifecycle. Often, companies forget to map the lifecycle of the customer from
    the customer’s point of view. When done side-by-side, seeing the differences and similarities between the customer’s and the company’s reference points in an IoT project provide richer and deeper information that can expand the business faster.
  • Evaluate each touch point along the IoT customer lifecycle. At each touch point, determine which people, processes and technologies are required to deliver the most innovative changes, while also increasing revenue and decreasing costs for the IoT initiative. Compare your current abilities to deliver on that IoT customer lifecycle and plan for future possibilities by using a gap analysis process.
  • Use the gap analysis to formulate the business case for transforming the customer IoT touch point journey.
  • Ask the team:

• What benefits can a new way of doing business provide?

• What changes to how we do business would be required to transform the customer IoT touch point journey?

• What processes would need to change if we were to transform the customer IoT touch point journey?

• What types of new technologies would we need in order to deliver on the expectations of IoT customers?

• What type of organizational changes would it take to drive change through our organization to deliver better customer experiences?

• What type of information would senior leadership need in order to approve the budget required to transform the people, processes and technological capabilities of our business today to make it a successful IoT initiative in the future?

The future of IoT is very bright. There are so many different industries it is touching – some smoke alarms, to manufacturing, to retail… It’s very exciting to see what companies will come up with next! You can find the report here.

@drnatalie, VP and Principal Analyst, Constellation Research

Covering Customer-Facing Applications

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Guest Post: How Digital Technology Is Transforming Customer Data Collection

Digital business is increasing the potential monetary value of data, but most companies aren’t leveraging this valuable resource. Smart devices, mobile technology and social media are increasing the volume and variety of customer data available at an accelerated rate, turning data brokering into a multibillion dollar business while simultaneously making data more affordable than ever. General information about consumers is now available for about $0.50 per 1,000 people, estimates the Financial Times. Read on for the trends that are transforming data collection and the tools that smart companies are using to turn data into profit.

Internet of Things

One of the biggest technology trends is the increasing presence of smart electronic devices, a trend known as the Internet of Things (IoT). Earlier stages of the Internet were centered around personal computers and then mobile phones, and now the Internet of Things includes all sorts of smart devices, from smart houses to smart TVs to smart cars, watches and clothes.

All these devices collect data that is centered around the consumers who use these devices. This enables businesses to organize their market research and advertising efforts around the totality of data as well as individual uses, a trend known as marketing personalization. The Internet of Things means that the data collected can conceivably be used to personalize ads they see in their car, at work and while shopping.

Location-Based Data

The Internet of Things forms a digital mesh that enables consumers and their data to be pinpointed by location. Smartphones like the Samsung Galaxy Note5 are GPS-enabled, allowing marketers to collect data on their location and deliver personalized messages that appeal to customers at specific locations.

One of the emerging applications of this is beacon marketing, which identifies when customers are entering stores to deliver customized coupons, discounts and other special offers. For instance, Hillshire Brands saw a 36 percent increase in brand awareness and a 20 percent increase in purchase intent by using beacon technology.

Context-Sensitive Data

Data collection is becoming more context-sensitive. For instance, a webpage that displays well on a desktop screen needs to adjust to be viewable on a smaller mobile device screen. This means that the site needs to collect context-sensitive data about the viewer’s device and screen size.

Another context-sensitive use of data is retargeted advertising, when information gathered on one device follows users as they use other devices. For instance, Yahoo recently added a feature to its Gemini ad marketplace that enables advertisers to send retargeted ads to customers on websites, apps and Yahoo interest categories based on their browsing behavior.

Social Media Data

One of the most important data collection sources is social media. CMS Wire reports that 90 percent of the data available today was collected over the past two years and 80 percent of it came from social media use.

Social sites are seeking to capitalize on this, with Facebook, Twitter, Instagram, Pinterest, Google and YouTube all introducing buy button features last year. In 2016, social media brand engagement and buying will drive data collection, predicts Brandwatch.

 

About the Author

Roy Rasmussen, coauthor of Publishing for Publicity, is a freelance copywriter who helps small businesses get more customers and make more sales. His specialty is helping experts reach their target market with a focused sales message. His most recent projects include books on cloud computing, small business management, sales, business coaching, social media marketing, and career planning.

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Lessons Learned from the Digital Hollywood Panel

The Digital Hollywood Panel was comprisized of Brian Popowitz, Jessica Hasson, John Bohan, Christopher Puga and Johnny Miller. When I asked them if they could only leave the audience with a few 1-3  thoughts, what would they be, here’s how they responded:

Brian Popowitz

1) Black Box. I’m in the business of working with musicians to aggregate an audience, build affinity between the audience/artist, and monetize the affinity an artist has with their audience. Social media has completely transformed that linear funnel and it what I dedicate each day of my life to work on.

2) Hoping for a magic bullet or virality is not a social strategy. Panoptic conversation will be replaced with more personalized conversation through social media. Influence is power.

Christopher Puga

1) Have a Voice – Not so long ago brands did everything possible to stay away from public opinion. platforms like twitter and Facebook have changed that. Not even 10 yrs ago some brands would consider it a luxury to not feel the need to comment on social issues. It’s the brands that you see now, like Oreo, Netflix, etc that look at this as an opportunity… an opportunity to build a deeper relationship with their customers and even move ahead of their competitors.

2) Plan for the Moment – Would you be surprised if I said the Oreo, dunk in the dark was not a random lucky post by accident? In fact, it was strategized and planned months in advance. They had a series of images ready to post given the situation. Some obvious like holidays and some subjective. how they won was by planning for the moment and being prepared to join the real-time conversation regardless of what happens in the world. So the lights went out in the super bowl and just like that, you have an award winning tweet and something that marketers will remember forever.

3) Don’t be Afraid to Fail – New features roll out weekly. New platforms pop up and with them come new potential customers. New ways of communicating spark out of nowhere. Don’t be afraid to try something new. Tweet with an emoji, start a periscope account, test Facebook live video, live tweet a TV show. start an AMA with an exec or special guest. Don’t be afraid to fail, but if the returns aren’t there, then fail fast. Only 17% of fortune 500s are on Pinterest. This is a powerful platform that is perfect for brands that want to connect with their customers.

John Bohan

I’m fascinated and energized by the state of the advertising industry today. Many people claim advertising is dead, and there’s no doubt it has changed dramatically in recent years with new challenges emerging daily. Advertising as we knew it is dead. Good advertising is no longer about selling. It’s about inspiring. It’s no longer about brand stories. It’s about people stories. Social media is the single most effective way for brands today to make real connections with real people.

1) Think, talk and act like your customers by gaining a deep understanding of your CUSTOMER ARCHETYPES (read our “bluepaper” here). You have to meet people on their terms in marketing today, and genuinely care about improving the quality of people’s lives. It’s not about your WHAT…it’s about tapping into their WHY.

2) VIDEO, VIDEO, VIDEO. It’s estimated that mobile video will account for 75% of total mobile data traffic by 2020. Facebook is making major moves to champion video and it’s already proving to be highly effective for brands and publishers. From Facebook 360 to Facebook LIVE (hailed as the future of TV – exploding watermelon, anyone?), new video tools allow people to get even closer to the brands, movies and media they love.

3) THE MESSENGER MATTERS – If you want more customers, get more friends.  Brands touting their own services and capabilities through one-way messages fall silent in the forest.   No one cares and people are tired of being sold to constantly.   But they do like and buy from brands that are recommended by their own friends or people that they trust.

If you want people to listen to your message, the person telling your story matters.   Build quality networks of influencers that connect with your different archetypes and provide these advocates with turnkey, engaging ways to spread your story in authentic ways (see Storytelling vs. Story Starting).

Jessica Hasson

CEO and Founder of PulpPR. I am passionate about this panel because it has been a powerful learning experience understanding the psychology behind social media, and what companies like Facebook are doing to improve their platforms accordingly. These changes are what ultimately impact the future of marketing and public relations, and we must learn and adapt from them if we are to be successful.

1) Take advantage of the wealth of social media resources available to you: social networks, marketing tools, etc. – most of which are free or of low cost to your business. You have nothing to lose and everything to gain from these resources.

2) Keep on top of the latest social media trends: Experts are constantly studying the psychological impacts of social media. Read up on these types of studies often to better understand how you can efficiently target customers through social media.

3) Analyze your results, often: The only way to improve upon your past efforts is to analyze them, and figure out what went wrong or what did well. As Einstein has stated: Insanity is doing the same thing over and over and expecting different results. Don’t be insane.

What these people who are in the field actually doing digital and social media, interfacing and engaging with customers are telling us is that the customer is in charge of the message and that it’s time to shift the way things are done.

@DrNatalie, VP and Principal Analyst, Constellation Research

Covering Customer-Facing Applications that Create Awesome Customer Experiences

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I’m Judging the SuperNova Awards: Make Sure to Submit Your Case Study

I’m judging the 2016 Constellation SuperNova Awards! Every year the Constellation SuperNova Awards recognize individuals for their leadership in digital business. Nominate yourself or someone you know before August 8, 2016.

About the SuperNova Awards
The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. In its sixth year, the Constellation SuperNova Awards will recognize individuals who demonstrate leadership in nine categories:
•  Internet of Things – A network of smart objects enables smart services. (sensors, smart ‘things’, device to purchase, artificial intelligence)
•  Data to Decisions – Using data to make informed business decisions. (big data, predictive analytics)
•  Digital Marketing Transformation – Personalized, data-driven digital marketing.
•  Future of Work: Social Business – The technologies enabling teams to work together efficiently. (enterprise social networks, collaboration, digital assistants)
•  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset.  (talent management, benefits, HR core)
•  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (digital retail, supply chain, payments, ‘ubiquitous-channel’ retail)
•  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels.  (crm, customer experience)
•  Safety and Privacy – Strategies to secure sensitive data (blockchain, digital identity, authentication)
•  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)
The SuperNova Awards are seeking leaders and teams who have innovatively applied disruptive technolgies to their business models as a means of adapting to the rapidly-changing digital business environment. If you have what it takes to compete in the SuperNova Awards submit your application today: https://www.constellationr.com/events/supernova/2016
If you are doing something really interesting, make sure to send in your case study! It’s your time to be recognized for your hard work!
@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Customer Facing Applications that Drive Awesome Customer Experience
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From the Field: Capgemini Analyst Conference #capgemniAD16

Old Dogs Can Learn New Tricks: It’s never too late to transform yourself. Having been a system’s integrator many years ago, I found the transformations happening at Capgemni very inspiring. There was a period where many system’s integrators avoided the conversation about going to cloud and for good reason. Their business and revenue model was not shaped for the cloud. They were based for on-premise installations. Enter the cloud and everything changed. With the integration of IGATE and Capgemini, outstanding changes are definitely clear. Replacing McKinsey and Accenture in many digital transformation projects, they are looking to lead the digital transformation. Net new customers are over 200 and a 35% increase in the client base in North America. Though under NDA, the brands were very impressive.

What did Capgemini learn from IGATE? And I have to say I really appreciated all of the executives transparency and honesty in their process of becoming a digital transformation system’s integrator – including but not limited to Fernando Alvarez, Paul Hermelin, Srikanth Iyengar, Bill Ruh, Lanny Cohen, Tim Bridges, John Mullen, Dee Burger, Todd Rovak, Jean Pierre Petit, Frank Greverie, Doug Mills, Mathieu Colas and Andre Cichowlas. IGATE was known for the great client relationship capabilities. A client’s CIO had said, “I’ve never had a company pay more attention to my culture and my people and company that what we have experienced with IGATE.” IGATE is a new breed of company infusing it’s culture into Capgemini, with the key themes of speed, agility and imagination. And Capgemini vowed to learn from IGATE.

Capgemni’s Digital Business Model: It includes not only the “what” but the “how” of customer experience, including digital customer experience, digital organizational and people and digital operations. In terms of the “how”–  what digital seems to mean are areas like social & mobile, data, IoT, cyber security and cloud. There was a large focus on cyber security, as more and more customers are putting their data in the cloud. There is a focus on digital innovation as well as a digital ecosystem of partners and start-ups in the mix. There key digital capabilities include: innovation, digital customer experience, digital manufacturing and insights and data.

Fahrenheit212 Innovation Strategy and Design Company: They believe that innovation can be inherently reliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients’ businesses. They believe most great innovations don’t come from consultants—they come from entrepreneurs and entrepreneurial organizations. Entrepreneurs are driven by a powerful force that counter-balances their challenger mentality. Namely, they have skin in the game. They don’t obsess over the process of innovation; they care only about the outcomes. And it’s why they make a good addition to Capgemini.

Since their inception, Fahrenheit 212 has harnessed this entrepreneurial approach through a performance-based compensation model that aligns our risk and reward with that of our clients. They offer their clients the option of putting a significant portion of our potential compensation at risk, contingent on their solutions hitting pre-determined success milestones. This means their ideas can’t just be interesting; they actually have to deliver actual business results.

Digital Manufacturing Is Hot: The digital manufacturing value proposition includes a comprehensive enterprise offer of smart product and plants, Capgemni IP and an extended ecosystem of subject matter experts and highly skilled resources. With a 180,000 Capgemini employees, they are looking not only to re-skill some folks as well as hiring new people.

Cloud Is the New Normal: Their cloud value proposition is that cloud first is the new normal. Of their North American clients, 80% want their applications in the cloud in some way- some pure cloud, others a hybrid model.

Competitive Roadmap For Capgemini: Capgemini’s competitive roadmap is one of quality of service  where they want to work with some of the most demanding clients on the most challenging projects with the most talented people in the world. Capgemini’s entry into the world of IoT, though under NDA, was very impressive and spot on. I look forward to see what comes of their partnerships and their vision.

@drnatalie petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer Facing Applications, including the customer experience of IOT

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From the Field: Salesforce Unveils Marketing Cloud Lightening

Customer Service is the New Marketing. As the lines between sales, service and marketing continue to blur, marketers are taking a leadership role in delivering a unified customer experience. Salesforce conducted a recent survey report, reporting that the majority of high-performing marketing teams (58 percent) are driving customer experience initiatives across the business, compared to 8 percent of under-performers. But to do this, whether marketing, sales or customer service leads the process, the brands need to not only to crush the silos between those departments but also have a new platform that enables them to deliver a consistent brand experience across every touch point, regardless of channel or device.

Channel Ubiquity: At Constellation, we have coined a term called channel ubiquity – meaning using any channel, any device any time, any place, any where… that’s what the customer expects and brand’s must deliver or be left behind. Why is customer service is the new marketing? Because customers don’t view a brand from each department, they view the overall experience they have with the brand. And where the experience usually misses the mark is customer service. Companies spend millions or billions of dollars in customer acquisition and then don’t follow through with great customer service and rather provide bad service that only leading customers to their competitors. So those customers are automatically taken out of the marketing funnel, even if the company doesn’t realize it.

What’s Special About the Lightening Announcement? The Marketing Cloud Lightning Platform vision is to bring the power of Lightning to digital marketers so they can create more intelligent and personalized customer experiences. What are the possible benefits?

  • A consistent user experience across s customer success platform
  • Lightning components to extend and build new apps
  • Leverage data science to analyze information from the web and data throughout marketing, sales and service to predict customer behavior
  • Build and automate journeys for the entire customer experience.

Delivering on Channel Ubiquity: Whoever is in charge of offering the ubiquitous customer experience, brands need to be able to offer a modern and intelligent user experience across any device, enabling marketers to work faster and smarter, and deliver better results. With a platform that has common customer identity and navigation, brands could work seamlessly across the entire customer experience platform or hub to streamline processes that span marketing, sales, service or back office departments to enable more comprehensive, integrated customer journeys. This is the promise of the Marketing Cloud Lightning Platform.

Easily Building Apps: Another promise for Marketing Cloud Lightning includes new Lightning Components or the idea of reusable, drag-and-drop building blocks to easily assemble apps. This would enable companies to develop and customize new business apps for sales, customer service and marketing. Salesforce will deliver Lightning Components ranging from core email functionality, like previewing emails and tracking email open rates, to journey capabilities. This also includes options like automatically adding a lead or contact to a journey and reviewing the journey history of a specific lead or contact. In addition, customers will be able to use third-party components built by Salesforce partners and available from the Salesforce AppExchange.

The Power Lies With the Budget: Often because the CMO, of all the lines of business, is controlling a lot of a brand’s budget for new software, targeting the CMO is a great idea. However, because the place where customer experience generally falls through the cracks is customer service, I’d like to challenge customer service professionals to stand-up and demand that they also control and equal or larger portion of this type of budget.

It would be a major transformation of that role, but it is necessary to drive better customer service and overall customer experiences. Without this transformation, the front end- marketing and sales customer experience can be great, but unless marketing really understands what is happening in customer service and the challenges the contact centers face, the customer experience has the potential to fall apart there. I caution brands that do not heed this vision to not be surprised if they loose their market base. In my humble opinion, customer service is the key differentiator in the overall customer experience. And it’s time for it to change. NOW.

@drnatalie petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer Facing Application that Deliver Awesome Customer Experiences Across Marketing, Sales and Customer Service.

 

 

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From The Field: Adobe Conference 2016: Data as a Disrupter Report

Data as a Disrupter: The Adobe Summit was fantastic. The opening keynotes gave us insight into some of the new products and innovations. What’s clear is that digital disruption means taking all the data that can be collected about customers, using that voice of the customer data and making better business decisions. The idea of “know me,” “respect me,” and “speak in one voice” all create the experience.

Disrupting the Enterprise Adobe Summit know and respect me speak in one voice

The keynotes were all about fearless and breaking what you thought you knew and to reconstruct the truth about your products and services by using data as a digital disputer. Data is a way to connect to your audience, experiment with new content, stop doing the things that don’t work, appreciate your segments and the changing set list, being able to do all of this yourself and working pretty darn close to real-time, if not real-time. Be FEARLESS. This is not something easy for corporate cultures. It takes guts and being fearless. And Adobe announced the ability to help you learn the skills (if you don’t have them yet) to be able to data to work for you.

Develop mad skills

data as a disruptor

 

 

 

 

 

 

The Adobe Platform offers businesses the ability to connect the front and back offices, so key to making the customer experience actually work.

Adobe Platform

connecting the front and back office adobe summit

How Is The Data Being Applied? We got to listen to several company’s stories of digital transformation. Mattel, REI, Delta, Cirque Du Soleil, Comedy Central and Dunkin’ Donuts to mention just a few.  Here’s some highlights:

Mattel realized the world of play was changing as digital has become part of play. As a result, they had the guts to look at how they were doing business and discern what was working and what was not. This is very brave and not the norm in most corporate cultures, but it is certainly the key to the future of success. My fear is most companies will become dinosaurs and become extinct before they realize this is the roadmap to future business success.

The conference showed how Adobe is helping brands differentiate by driving excellent customer experiences. This has never been more important than ever.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer-Facing Applications that Drive Awesome Customer Experiences and Revenue

 

 

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From The Field: Oracle CX Conference 2016 Report

What we saw at the conference was a full suite for customer experience. As point solutions turn to suites, Constellation Research predicts organizations that want to keep all the information about customers flowing in one place will most likely turn to platforms, suites and hubs for customer experience.

Oracle Cloud Suite

With suites there is the opportunity to know your customers better, via shared data, shared knowledge across lines of business for personalized and relevant offers, products and services. Instead of having silos trying to each engage with the customer, suites provide the opportunity for employees to collaborate when engaging with customers (especially when the organization change management issues are dealt with from a leadership point of view.) Suites also provide the opportunity to drive new workflows, products and services that meet customer needs better. If companies are able to take advantage of what suites offer, they can sell more, innovate faster and increase shareholder value.

As we listened to Mark V. Hurd’s (Co-CEO or Oracle) keynote, he talked about the issues in IT spending. He estimated, worldwide IT spending is down over the last five years and down 5.1% in 2015. He also talked about revenue growth being stalled because companies are focusing on cost cutting to make their numbers for Wall Street. However, the focus needs to be on choosing the right software to grow the company’s revenue. One of the big drivers for software is getting the customer experience right. With all other things being equal, Constellation Research believes customer experience is the number one differentiator.

World IT spending decreased Mark V Hurd @drnatalie

Why? People expect that when they buy something, the experience will be at least positive if not really “wow” them. Otherwise, they will choose to go to a competitor. Mark spoke about the reality that most revenue growth will need to come from share shift as opposed to market growth. What this means for software companies is that they need to provide better software so that companies can provide better experiences so customer choose to move from their competitors to them. This also goes for software companies. The best way to grow revenue is to increase customer satisfaction. It’s interesting that this focus on customer experience seems to be the topic of the day. It’s something that I’ve been writing about for years. Customer Service and satisfaction perhaps has come into it’s own, finally.

Drivers for Customer Experience and Revenue Mark V Hurd @drnatalie

Often times companies don’t realize they are taking themselves out of the running when a customer sees (in forums, ratings, review sites, social media…) that the company is not responding, doesn’t show it cares and isn’t there to work with the customer to make things right. In fact, 67% of a decision on what to buy in B2B sales is completed before the customer even talks to a sales person. The customer is getting what they need from reading what is in digital and social media. And that customer automatically looks whether the company is participating in digital and social media, and even though they may not be aware, the company who is not participating make take themselves out of the marketing funnel, because customers realize that if they bought from that company and had an issue, they too would fall into the “no customer service zone” and be stuck with an issue. Nobody wants that and customers, after years of pretty bad service in many industries, are choosing to leave companies they have tried to be loyal to, but just can’t be loyal to any more.

And smart data is a huge opportunity for companies. Why? When companies put their data in the cloud they are able to aggregate more data in a single location creating convenience for marketing, sales and customer service in a very data-driven world.

Mark spoke about his own frustration with the financial institution he banks with and their calls to him about his account. He explains every time they call him, in detail, what the issue is, yet the bank still calls him with the same question. It’s as though the bank is on autoplay. It’s important to know your customers, understand who they are and what they need to keep them loyal.

Troy Carter, from Atomic Factory, spoke about the importance of engaging fans and his traverse of the start-up world. His words were very inspiring and really emphasized the idea that companies need to think about their customers as fans. With that mentality, how they are served, could change quite a bit. It was great to see someone who has arrived at a lot of fame, remember his beginnings and be humble about his amazing accomplishments in innovating in the music industry.

The conference was also graced by a number of customers who are on the journey with Oracle to provide not only better UX for their employees to use the software but also to develop the best in class suites to better service their customers. Look forward to an up coming case study on a brand called Elaine Turner. And here’s a case study on how GM listens to their customers in digital and social media and drives better marketing, sales and service.

Better UX Design

@drnatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer Facing Applications that Drive Great Customer Experiences and Revenue Growth

Troy Carter Will Smith @drnatalie

Troy Carter Lady GaGa

Troy Carter, Atomic Factory, Keynote at Oracle CX Conference

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How GM Uses Social Media to Listen and Engage Customers

Having worked for GM years ago and lived in Detroit, the motor capital, it was really interesting to see how GM is using social media to listen and engage customers – in marketing as well as customer service. This new case study shows the depth and strength of how GM is taking advantage of what social media can provide to the business. What’s interesting – and if you follow me, you know I am an ROI gal – is that GM was able to trace their social interactions to actual car sales. And that’s really where the rubber meets the road. Social media has huge implications to business – many of them not obvious to many – but over the years I’ve spent a lot of time understanding how social media provides business value.

For more information on this report, you can find it here.

how GM listens in social media for marketing and customer service @drnatalie

For other reports on ROI of online communities, ROI of customer care, ROI of agile customer serviceNine Pillars of Successful Digital Customer Experience and Self-service, How General Motors Listens to Customers on Social Media, you can find more info to help your business understand why it’s important to take social and digital media very serious.

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Nine pillars of customer self-service natalie petouhoff @drnatalie

 

 

 

 

 

@Drnatalie, VP and Principal Analyst, Constellation Research

Covering customer-facing applications that deliver amazing customer experiences.

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