Congratulations to the Constellation Super Nova Award Winners in Customer Experience!

The reason we at Constellation Research created the SuperNova Awards is because we know advancing the adoption of disruptive technology is not easy. Technology adoption faces resistance from budget constraints, hurdles to adoption, and myopia. All the finalists here today have successfully implemented technologies that will lead their organizations into the future. These people have vision. These people are leaders. These people understand the value of disruptive technology. All of the SuperNova Award applications are on the Constellation website.

Today’s customer demands a personalized experience during every stage of the buying process. Customers demand to be treated like royalty before, during, and after purchase. Customers want this same level of service across social, mobile, and analog channelsFinalists in the Next Generation Customer Experience category understand today’s demanding customers. They have implemented technologies and programs to boost brand loyalty and customer engagement. The finalists for Next Generation Customer Experience:

  • Amihai Zeltzer from Stanley Healthcare
  • Martin Marcinczyk from Comcast
  • Murray Swartzberg from the ATP World Tour
  • Roshan Koonja from Constance Hotels and Resorts
  • Scott Strickland and Jim Flatt from Denon + Marantz Electronics.

And the winner of the SuperNova Award for Next Generation Customer Experience is…. Murray Swartzberg from the ATP World Tour! Murray and his team won the SuperNova Award for enhancing the tennis experience for fans and players.  The ATP partnered with Infosys to produce Game-Stats that are based on the real-time in-memory paradigm aligned with IIP Tooling & Apache Spark. The project revolutionized how tennis analysts and fans receive statistics about professional tennis players

Make sure to apply next year!

Congratulations to all the executives and their teams who are truly making a difference in creating great customer experiences.

@DrNatalie, VP and Principal Analyst, Constellation Research, Covering customer-facing applications that deliver excellent customer service and customer experience!

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#OOW16 – #IOT Is Really Asking Your Business What Outcomes Are You Looking For?

Many companies approach the internet of things by starting with a device, make it connectable and then are in search of a business use case. This is a typical process that happens when there is a new area of technology area. If a company uses that as a strategy, it can be the long road to #IoT innovation. What businesses need to ask themselves are, “What business outcomes are they looking for and what innovations could be possible to shift their business model?”

We heard from the @OracleIOT group several business scenarios:

  • Break / Fix it – which drives a predictive prescriptive business process
  • Static Analytics – which drives the use of real-time, big-data analytics
  • Ownership – which drives as-a-service business models and
  • Central Service– which drives self-service as well as self-guided service.

new-business-modesl-for-iot

What they are finding is that there are various phases a business often goes through when deploying IOT. It can start with the devices or assets (trucks, phones, factories, etc…) which are then connected to a platform which are connected to a network. For a business to actually make use of IOT, the first phase, Phase 1 can be about Connecting Assets for situations like remote monitoring and asset tracking. Phase 2 is can be using Predictive Analytics which means designing predictive algorithms to transform decisions into proactive instead of reactive decisions and improving products and processes. Phase 3 can be about Service Excellence. This is where the customer or employee experience is affected. It is where IOT is being used to transform business processes by blending IOT into enterprise applications like ERP, SCM, Customer Support, CRM, HCM…

phases-of-development-of-business-maturity-use-of-iot

Some of Oracle’s IOT applications are in the areas of:

  • Asset monitoring for the utilization, availability and data from connected sensors
  • Production monitoring and prognostics of the equipment on the manufacturing factory floor
  • Fleet Management for business who have fleets of trucks, buses, delivery and maintenance vehicles
  • Connected worker for the tracking of employees, for instance in the mining, engineering construction industries.oracle-iot-application-to-business

Here are some examples of clients applying IOT to their businesses:

oracle-example-clients-using-iot

VINCI is building the next generation sensor-driven building automation to reduce the number of “truck rolls” which has a huge ROI. They are doing this with the integration or Oracle Service Cloud and SAP. Lochbridge is creating connected fleets where IOT and big data is being used for predictive maintenance in monitoring fleet / cargo to reduce the response time. GEMU is using real-time filtering and processing of valve events and proactive parts replacement with the integration of CRM, IOT and a service ticketing system. And SoftBank is using IOT to deliver mobility-as-a-service where they are monitoring vehicle location for billing and geo-fencing.

As the world of IOT expands and more and more companies start to see the value in connecting enterprise applications, with devices, and networks, we will see the transformation of workers, employees and customer experiences. When those experiences are transformed, the real value and ROI of the connected enterprise will come to life.

@DrNatalie Petouhoff, VP and Principal Analyst

Constellation Research, Covering Customer Facing Applications and IOT

 

 

 

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Where I am Speaking This Fall! Come Say Hello!

It’s a busy fall and I hope to see you all out there, whether in person or on a webinar. Here’s some of the places I will be:

1. Webinar: ROI of Social Customer Care Sept 6th @clarabridge http://bit.ly/2bvWzgJ #custserv #CX

(Here’s the report: http://www.drnatalienews.com/blog/roi-of-social-customer-service-how-to-calculate-it-and-create-a-strong-business-case )

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2. Think ROI of Social #custserv can’t be calculated? Think again! Webinar Sept 13th @clarabridge http://bit.ly/2bSN0vj

(Here’s the report: http://www.drnatalienews.com/blog/roi-of-social-customer-service-how-to-calculate-it-and-create-a-strong-business-case )

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3. Digital Transformation: the Digital Blindspot – don’t let it happen to your co #ITRATL Sept 14th @constellationr (Here’s the report: https://www.constellationr.com/research/digital-disruption-blind-spot-could-sink-your-iot-initiatives )

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4. Modern survival guide: Speaking on #custserv for Millennials #OOW16 Tues 11AM Sept 20th @constellationr

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5. Webinar: How #DPM is the new #CX Sept 28th @dynatrace http://bit.ly/2bDQq2X @constellationr

(If you’re not actively managing digital #CX you’re not doing it right. check out the report on how to make #CX the best in the biz http://buff.ly/2b2yjpW )

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6. Digital Performance Management #DPM #DXS16 November 14 – make your #customerexperience #CX really powerful http://bit.ly/2bCLNrE

(If you’re not actively managing digital #CX you’re not doing it right. check out the report on how to make #CX the best in the biz http://buff.ly/2b2yjpW )

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Dr. Natalie Petouhoff, VP and Principal Analyst

Covering Customer Experience and Customer Service, Digital Performance Management and Digital Transformation

 

 

 
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From the Field: Lithium Technologies and Microsoft Dynamics Partner To Create A Total Community Digital Strategy

Is social CRM dead? Depends on what you consider social CRM to be. With the partnering of Lithium Technologies and Microsoft Dynamics, we will see yet a new and more extensive version of intelligent customer engagements. The partnership includes Microsoft Dynamics and Lithium’s community data, social customer intelligence and analytics.

The expectation of the value of an online community is often associated with cost savings – just as call deflections can reduce the costs of customer service. While many cost savings are possible, there also are six major areas that my research has found through which an online community can contribute to a company’s revenue, profits and margins. The six areas are: increased revenue through new products and services; enhanced communications, marketing and public relations; improved employee engagement; better business cost efficiencies; expanded business value in customer service; and heightened senior leadership and board member business guidance. With this paper, leaders can create a basic blueprint to embark on a discussion about whether to create an online community, the value the community can provide, and how best to lead this key strategic initiative in their organization.

Back to the conference, @jasonlsilva gave a wonderful talk on perception, change and our ability to redefine the meaning of a billionaire to one that helps a billion people. That I think is quite different than most of the start-up wanna-be billionaire’s who are in tech to become the next billionaire. You can see more of the videos from Jason’s show BrainGames on youtube called Shots of Awe. He talked about how the smart phone is the most powerful tool to get people out of poverty. And that it’s important to step back and understand where we are in time with respect to technology. 100 years ago we were electrifying the world – today we are cognifying the world via technology. In cognitive psychology, after a signal reaches the brain, the instant when we are aware of a change in our environment, but it is before the brain is able to identify and codify what the change is. The key is to not only not be afraid of change, but to embrace it with a positive mindset. The book Mindset was recommended by Lithium’s CEO Rob Tarkoff @rtarkoff by Carol Dweck. And lucky me – got a selfie with @jasonlsilva – @jasonlsilva and @drnatalie

Speaking of great customer service, I got this note from Claudia Kardzair & Nena Gadingan who are Guest Care Managers at the San Francisco Marriott Marquis:

Screen Shot 2016-06-09 at 11.11.04 AM

The days of loyalty driven by customer care are here. Some analysts think companies will be competing on customer experience in the future. I believe they always have been. It may not have been as measured as it is now, it may not have been as obvious as now — but customers have been making mental note of their experiences. If it is bad, they will take themselves out of your marketing funnel, regardless of the number of emails, tweets or other communications a brand sends. It is the era of customer experience being the number one metric all CEOs and CFOs need to pay attention to.

And at the conference we got to hear about the wonderful total community results from customers like @USAA and Renee Horne and Mark Nichols from Skype.

Skype Community Results Renee Horne USAA Results

 

 

 

 

 

The keynote on the future of CRM and intelligent customer engagement by Jujhar Singh, General Manager of Microsoft Dynamics CRM, provided a deeper understanding of what the partnership means to customers.  He shared key insights into how businesses can maximize customer data to create more personalized brand experiences. The combination of online communities and the power of CRM is an amazing capability. Rob Tarkoff, president and CEO of Lithium Technologies, explained that with the partnership Lithium will be able to expand what they now offer, the power of Total Community across Microsoft’s intelligence and data infrastructures.

Microsoft Dynamics Integration with Lithium Technologies

By working closely with Microsoft, they together bring a much broader solution to their our customers. The strategic alliance will allow the integration of Lithium social interactions and community data into Microsoft Dynamics CRM. Microsoft Dynamics customers now have a community platform that offers businesses greater insights from the wealth of customer signals embedded in communities.

What does the future of CRM hold? Perhaps it will finally go from it’s former capabilities – a customer contact management system to actually become the more aspirational customer RELATIONSHIP engagement system that enrolls a brand’s customers and never looses sight of what is important to THEM and is always there when their customers need them with the things that are important to them. When companies do this they become truly customer-centric.

@drnatalie petouhoff, VP and Principal Analyst, Constellation Research

Covering customer-facing applications

 

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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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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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