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

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

• Customer Experience IOT in the Automotive Industry-Upcoming


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 


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


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?


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


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


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








3scale and Pivotal® Announce Self-serve API Management Solution Via Pivotal Web Services (PWS) Platform

Managing your API’s has become a very complicated endeavor. If your role to is manage API’s it’s important to figure out how to automate that process. Today 3scale and Pivotal®  announced that the 3scale self-serve API management solution is available through the Pivotal Web Services (PWS) platform. API providers hosting their APIs on Pivotal Web Services will be able to easily take advantage of 3scale’s self-serve API management capabilities by provisioning 3scale accounts directly from the PWS marketplace. The joint offering is available now at https://console.run.pivotal.io/marketplace.

What this means to brands: There so much that brands and companies need to pay attention to in this digital landscape. Reducing the effort required to manage API’s can be keep to using resources in other ways that are not as easily automated. Pivotal Web Services, the public platform-as-a-service (PaaS) offering, powered by Pivotal Cloud Foundry®, provides a cloud platform that is designed to reduce operational complexity such as update/deployment management, availability and scalability. 3scale provides API providers with ready infrastructure for rate limiting, security, analytics and load balancing for their APIs as well as a dedicated developer portal to simplify API consumption by developers, customers or partners. This integration is designed to allow joint customers to focus on rapidly delivering differentiated business value while delegating complex API management and operational concerns to 3scale and PWS respectively.

“Pivotal Web Services is quickly becoming the destination for smart developers looking to move fast and offload operational concerns to the underlying cloud platform,” said Steve Willmott, CEO at 3scale. “As API’s gain greater traction 3scale is pleased to join the PWS marketplace, allowing API providers to quickly and conveniently access the 3scale API management solution.”

“Our customers require innovative platform capabilities and services that enable greater agility so that they can move fast and capture fleeting market opportunities,” said James Watters, vice president and general manager of the Cloud Platform Group at Pivotal. “This integration with 3scale will allow them to easily use a feature rich, innovative API management solution to test, deploy and scale their APIs quickly.”

With digital business and digital disruption comes complexity. However, solutions to manage that complexity are evolving. Every company that wants to be around in the next 5 years has to figure out not only how they are going to manage their own digital transformation, but what parts of it can they automate. This solution is an interesting answer to part of that automation.


VP and Principal Analyst, Covering Customer Facing Application That Create Better Experiences Using Data and IOT


Salesforce Transforms Big Data Into Customer Success with the Salesforce Analytics Cloud

The Big Data bug has Just About Bit Everyone. Salesforce announced their Analytics Cloud ecosystem will include: Google, Cloudera, Hortonworks, New Relic, Informatica and Trifacta. It’s true there is more data that ever before. But the ksalesforce analytics cloud natalie petouhoffey with data is to not let it turn into a data lake. It’s great that Salesforce recognizes the need to beef up their analytics could, but the data still needs to go from data to actionable, real-time, right-time in-jounery customer experiences to provide the data employees (think call center agents or sales people or marketers) need to create amazing experiences.

Salesforce’s Analytics Cloud is Powered by the Wave Platform, and will bring together a  dynamic user experience, indexed search and a powerful computing engine to explore any data source. Designed from the ground up to be open, more than 80 partners have now joined the Analytics Cloud ecosystem to extend analytics for every conceivable use case and enable data-driven companies to connect with customers in a whole new way. That’s a lot of partners and a lot of APIs.

Is the Tech Landscape Becoming Too Complicated? My fear for business users is that the landscape of technology is becoming so complex – with thousands of choices for varying needs, that business users will get lost in the mirage of chooses. (Maybe that’s where being friendly with IT will help.) If the businesses users do get overwhelmed, they will likely get halted in choosing something. That’s never good for software vendors when that happens, as it makes for long sales cycles or comments like, “Hhhmmm looks interesting, we’ll get back to you.” That is usually a polite way of saying no. Or at least “no” for now and for a while.

Salesforce’s goal was to empower the business user with more data. For examples, so that sales, service, marketing and other business professionals can discover correlations and patterns across any combination of transactional data—such as CRM, ERP, finance, and HR systems—and unstructured or semi-structured big data sets, all from within the Analytics Cloud. Each of the announced partners brings something to the table:

      Google offers a set of cloud big data services to ingest, process, store and analyze billions of rows and quickly run advanced queries without having to manage any infrastructure. Using Salesforce Wave for Big Data, a marketing manager can analyze the correlations between customer profiles in Salesforce and actual customer engagement data from the Google Cloud Platform—such as purchases, clickstream and mobile app usageto optimize marketing spend and increase customer acquisition.

      Cloudera enables companies to deploy an enterprise data hub, a secure analytics platform powered by Apache Hadoop, to store, process and analyze any data type at scale. Now a marketing executive will be able to identify patterns between a product usage log from Cloudera alongside CRM demographics to target the right customers for a loyalty campaign.

●      Hortonworks provides an enterprise-grade data management platform based on 100 percent Apache Core that enables companies to use the power of Hadoop-drive analytics to optimize the performance of Hadoop cluster. Now a retail bank associate can explore massive amounts of operational, transactional and balance data to understand local economic trends to provide better banking services and counsel to each customer.

      New Relic delivers a software analytics platform that provides real-time insights on the performance of a company’s Web and mobile apps. As a result, companies can better understand how customers are engaging with their digital brand, including clickstreams, mobile activity, end-user experiences and transactions. Now correlations between customers’ behavior on a retail mobile app and history of customer purchases can be visualized together to enable a sales rep to improve cross-selling strategies.

My POV: The  EMC Digital Universe study*, “The Digital Universe of Opportunities: Rich Data and the Increasing Value of the Internet of Things,” the digital universe is doubling in size every two years and will multiply 10-fold between 2013 and 2020 – from 4.4 trillion gigabytes to 44 trillion gigabytes. That’s a lot of data. And while it is true, the large amount of data is the OPPORTUNITY for companies to reinvent themselves through data analytics, the question is will they? While legacy analytics software was never designed to manage the volume, variety or velocity of big data, I don’t think that was the only issue why companies didn’t change the customer experience.

BIG DATA Needs to Accompany Organizational Change: Changes to the customer experience required a change in mindset at the senior executive levels as well as throughout the organization. It’s not for the faint of heart. It’s really about organizational change management. Dang- I wish I could come up with a new word for that. It’s got baggage. So while one is doing their “regular” job, they have to take on what’s needed to transform their business. It’s a tall order and a valiant one at that. I just hope that we don’t “buy-in” to the big data craze, like companies did with ERP and CRM and then not really go the extra miles it takes (people with the right skills to turn data into actionable, in journey insight,  strategy, process, and then actually doing something) to make the big data realization a reality that does change the customer experience. Something needs to. Something needs to prevent the data lake from overflowing. (and yes it’s available on the iPhone and other mobile devices to come….)

@Drnatalie VP and Principal Analyst, Covering Marketing, Sales and Service to Make Amazing Experiences.



What You Don’t Know About APIs Could Hurt Your Ability to Deliver Great Customer Experiences

What is the API Economy? Why not knowing about your APIs, could hurt your business? One of the issues is that the APIs you currently have may not be making that seamless, contextual transition in the ubiquitous channel / device world most customers live in daily. (Ubiquitous channel / device meaning customers don’t think about the channel or device they are going to use to interact with you- they just do.) This API issue can apply to many functional department’s software: Marketing, Advertising, Sales, Customer Service, Customer Success Management and can lead to the success or to the failure to meet customer expectations — i.e., to meet the brand’s promise, deliver products and services, as promised as, well as meet the business’s expectation on getting the interaction and engagement data so critical to knowing their customer’s behavioral patterns and creating mass systems of personalization, which has been promised by many a vendor.

With the enhanced capabilities of software and the automation of processes, transactions, and distribution across every industry and companies within those industries, the gap of effective APIs is widening.  APIs not only leverage software but also expose software interfaces to others. This includes, but is not limited to internal developers, partners, customers… and thus, APIs can help the brand get more information out of the interactions with their customers and also to work towards making interactions into engagements that are seamless.

The ability to making interactions into engagements that are seamless is really important  in the multi-channel, multi-device, omni-channel world – which doesn’t — in reality — always exist like the marketing by some vendors says it does. And with mobile driving ubiquitous channel and device engagement necessities, as customers don’t premeditate when and what channel or device they will reach out to you on or which device or channel they will continue that interaction on, businesses must move from the idea of multi-channel, multi-device, omni-channel world into the world of ubiquitous customer engagement and make sure their APIs are delivering all they possibly can.

As I was doing a briefing call with 3scale, as they put it, we are in The API Economy. It’s a new economy, that is beginning to boom as brands realize what that the software they bought doesn’t exactly work they way they thought it did / could / would.  And there are many things that companies need to learn in order to succeed.  To help ease the API process, 3scale, the San Francisco and Barcelona-based API Management solutions provider, released a comprehensive eBook about APIs entitled “Winning in the API Economy. The book is available for download free.

The ebook features commentary and insights from 3scale’s management team and a roadmap for using APIs to advance a business.  The book is designed for any business leader who is in charge of software strategy, or is contributing to it, and is looking to bring their organization gains through efficiency and new market opportunities. Many of today’s internal and external IT challenges have common roots in the need for a sound API strategy for supporting software systems. This can range from the evolution of platform strategies to accommodating mobile distribution channels.

This book will appeal to leaders across multiple industries as software is becoming an indispensable part of almost every process, and software’s interfaces have the potential to drive a great deal of positive change,” said Steve Willmott, CEO of 3scale and author of “Winning in the API Economy.  With the API industry expanding so quickly, it is important for organizations to understand the impact that APIs can have on their business and learn about how they can use APIs to grow their bottom line. ‘Winning in the API Economy helps make the world of APIs accessible through easy-to-understand examples and strategies.

The eBook combines real-world case studies with clear explanations to give the reader an ‘API roadmap’ to guide them into this rapidly changing world. It is especially important to understand what you should be expecting from APIs and the differences between what you are getting and what you should be getting from them.

It is possible that software can drive new business opportunities presented by APIs and lead to success and innovation. But this again, may require that IT and the functional business units collaborate so that the external customer experiences turn into systems of engagement and mass personalization at scale.


VP and Principal Analyst, Constellation Research Covering Customer Facing Applications To Create Great Customer Experiences