What You Don’t Know About Millennials Will Hurt Your Bottom-line

This research that I just completed is about how to use customer experience to turn Millennials into brand advocates. Why does it matter? They are different than other generations that have come before then. If you are in the Boomer Generation and are running a contact center there are some changes on the horizon that are key to know about and start preparing for now.

Let’s look at some of the stats. There are >2 billion people in the world. Two billion are active on social media and 1 in 3 consumers prefer social to phones for service. Who’s leading the way? Those that were born into the world with nearly a device in their hand, well almost. And while this post is about customer service, we can’t really separate marketing, customer service and other disciplines. We’ll see why in a minute.

Millennials are the largest, most diverse, educated & influential shoppers on the planet. They are positioned to be the wealthiest generation to date and have influence over their Baby Boomer parent’s choices & will inherent their money / real estate. In fact, by 2018 in US, projected income = $3.4 Trillion/year & surpassing Baby Boomer income.

They are different than The Boomer Generation in that social networks & technology are their LIVES! Here’s some stats:

  • 75% created a profile on a social networking site
  • 55% visit those sites once/day
  • 60% connect to the Internet wirelessly when they are away from work or home
  • 88% text each other
  • 74% new technology makes their life easier
  • 50% use it to be closer to their friends
  • 65% are disconnected one hour or less a day

And millennials take online action all the time!

  • 70% recommend their favorite brands to family & friends
  • 47% write about good online experiences
  • 40% have criticized a brand on a social network
  • 70% would create a video and post it online or write a review about their experience with a company

This post is about customer service, but the initial engagement of Millennials is typically through efforts that tend to fall into marketing – though can also be done in customer service. You want to asknormal-customer-text yourself are you really ready for the Millennials generation? Do you understand how different theunder-20-customer-texty are?






So if you are wondering where to start here’s some tips:

Map Your Generational Customer Journeys. This is Maya. She is 22 and social is her life. She may do some research using google and find your website. They she may decide to buy something from  Facebook ad, then one the she’s using the product and finds it not up to her standards, she complains on twitter and then leaves critical feed back you your website.


Learn Why Millennials Trust Your Company Enough to Buy from Them

While 55% said “price” was most important reason, however, price is the least important in building their trust

  • 30% cared more about product quality & quick service
  • 20% cared more about the range of products offered
  • Brand switching is common (least loyal of all generations)

Learn How Do Millennials Decide To Buy From You

A company’s reputation can matter as much as the performance of its products

  • 34% bought from a brand because of the social or political values of the company
  • 89% intentionally visit showroom to see product; then price compare & buy online at best price
  • 90% tell their family & friends NOT to purchase the company’s products when they lose trust or respect for a brand

Engage Millennials Around Life Events

  • They care about things that affect their life
  • Graduating, getting married, buying a house, having children, getting a job, getting divorce, dating…
  • That’s the type of content they are looking for from you – help them with their life events and they will reward you with their loyalty

But Know As You Engage Millennials, Don’t Separate Marketing and Customer Service!

Millennials don’t see the company from separate silos. They see the company as one large department and they expect that you know them and that you treat them the same in all channels, on all devices and from all interaction aspects – from marketing, to service to…. If a Millennial has a problem with a company, instead of calling customer service… 

  • They text 5 friends & share frustration on Facebook
  • Friends share the story with peer groups
  • Result: Friends comment on the incident & share their own stories of disappointment
  • A single event can spread like wildfire
  • When seeking customer service <1% will call customer!

Empower WORD-OF-MOUTH Millennial From All Departments and Share Data About Customers Across All Departments

Know what Marketing said to the customer about a product and service. Know what the brand promise was and make sure the product lives up to it. And that customer service knows what that promised was so they can help transform a bad situation into a good one. Millennials want to trust your brand.

  • Millennials are looking for great products and brands to share with their friends
  • Focus on making an excellent product
  • If you do, then your marketing efforts can be authentic
  • As a result, WOM marketing will be done by Millennials.

So here’s some take aways and look forward to a new report with much more details soon! I am speaking at OpenWorld on Tuesday Sept 20 at 11 AM in Moscone West. Come say hi! I want to hear your stories!


@DrNatalie Petouhoff, VP and Principal Analyst

Constellation Research Covering All Customer Facing Applications to Create Great Customer Experiences!


*Sources: Pew Research,  Javelin Strategy & Research Study  &  IRI study



ROI of Social Customer Service: How to Calculate It and Create a Strong Business Case

The phrase “customer service is the new marketing” has gained popularity with brands realizing that poor customer service takes current, and even potential customers, out of the marketing funnel. Why? If a customer doesn’t get the help she needs, she often will not remain loyal – or worse, she will take to social media and tarnish the brand. Think about it. If a consumer’s flight gets delayed or she receives terrible food brought to the table, she might post on Twitter, Facebook, Instagram, Snapchat, and Yelp within minutes of the incident. From one mistake, a company’s reputation can be smeared all over the internet. The report goes into a lot of detail so it’s clear how to calculate the ROI of social customer service:

Economic Imperative of The ROI of Social Customer Service

Many brands have experienced incidents where not taking care of an issue turned into a social media nightmare. These include brands like Domino’s Pizza[i], the Red Cross[ii], McDonald’s[iii], and Cisco and extends to people’s personal brands such as comedian Gilbert Gottfried[iv] and hockey player Tyler Sequin.[v]

Customer care extends far beyond the traditional call center. Every touch point or interaction with the company (or even content about the company) can affect the customer’s satisfaction and loyalty to the brand. While it’s not always a positive experience, brands need to hear opinions expressed online to enable them to create the necessary corrections, drive strategy, and improve operations for making great customer experiences.

To gain buy-in for this type of interaction in a social customer service program, executives need to show senior leaders a viable business case. Once everyone is on board, it’s time to create some baseline metrics and goals and then determine what the ROI needs to be based on the program qualifications being set in place. The components of a business case include:

  • Goals and objectives for the social customer care initiative
  • A strategy to meet the social customer care goals and objectives
  • Metrics/Key Performance Indicators (KPIs) to measure the goals and objectives
  • The business results (cost savings or revenue generation) or the return on investment (ROI) for the social customer care initiative.

How to Calculate Social Customer Care ROI

Constellation often hears comments such as “the ROI of social media can’t be calculated because there are too many unknowns” or “don’t worry about the ROI – social media is very tactical – just start doing it – get a Twitter handle, a Facebook page, a Pinterest account.” Some people may quote metrics and/or KPIs, but few know how to convert them into ROI.

An ROI calculation offers a way to put the business strategy and metrics into a formula to show, in numbers, how the strategy is, for instance, increasing revenue or decreasing costs. ROI calculations can also provide perspective on the potential strengths or weaknesses of the strategy. Examples in this report will show how correctly calculating ROI will help in the evaluation and improvement of your strategies. The formula to calculate ROI is:

Return on Investment
= (Gains from Investment) – (Costs of Investment) x 100

Costs of Investment

Calculating the ROI of social media involves three variables:

  • Traditional customer care business metrics
  • Social media metrics
  • Changes to traditional business processes and metrics when social media is applied to a business initiative.

Here’s an Example: Social Customer Care Increases Revenue and Customer Lifetime Value

An international airline that services over 280 destinations worldwide uses a social media tool for monitoring all its social channels, engaging back with its online communities, doing in-depth reporting, and tracking KPI metrics and agent performance. Most importantly, the platform the airline uses supports its global consumer base, enabling the airline to monitor the 30,000 social mentions received in more than nine languages each month.

A company’s revenue is based on the number of customers and the average purchase value in a period of time. When companies use a social media platform, they can increase their revenue from existing customers. By engaging and listening, they can retain them as customers and increase the amount and frequency of purchases over a longer period of time. When the company is truly listening and integrating the feedback, like the airline above, it will be able to meet the needs of the customer and increase not only the amount that the customer spends, but also the number of years the customer spends with that company.

Calculating Costs

To calculate costs, we look at the cost of the technology and implementation (see Figure 1). Then we also look at the cost of the employees or customer service professionals providing the social customer care. The payroll costs include the expenses of a manager part-time as well as the cost of 10 part-time customer service agents with 40 percent of their time spent on social customer care and 50 full-time customer care social media professionals. The total of the costs for both technology ($30,000) and payroll ($2,720,400) is $2,750,400.

Figure 1. Airline Example of Customer Social Media Cost CalculationCost of Social Customer Care

Calculating Gains

The benefit calculation is created by determining the extra revenue generated from more loyal customers who spend more with the airline. The annual number of customers or passengers per year is 22,000,000 with an average spend per customer of $250. With the increased responsiveness and better social customer service, we estimate that 10 percent of the customers will spend 10 percent more per year. The ROI is calculated by taking the $55,000,000 minus $2,750,400 x 100 divided by $2,750,400. This total increase in revenue is approximately $55,000,000 (see Figure 2), and the ROI is 1899 percent. This means that the airline made $18.99 for every dollar that it invested in social customer care.

Figure 2. Airline Example of Customer Social Media Gain Calculation

Screen Shot 2016-09-01 at 11.55.17 AM

In the report, we go over many different examples of how companies have calculated ROI. Though there are nearly dozens of ways that social adds to the value of not only Customer Service, Marketing, Product Innovation, Supply Chain, ERP as well as Internal Operations – like acquiring recruiting and retaining top talent. If you want more help on these types of calculations, we are here to help!

@DrNatalie, VP and Principal Analyst, Constellation Research

Covering Customer-Facing Applications and how Social, IOT, Machine Learning and AI Transform Customer Experience

[i] “Managing Bad News in Social Media: A Case Study on Domino’s Pizza Crisis”, Jaram Park, Meeyoung Cha, Hoh Kim, Jaeseung Jeong, Graduate School of Culture Technology, KAIST, from Proceedings of the Sixth International AAAI Conference on Weblogs and Social Media, 2012, https://www.aaai.org/ocs/index.php/ICWSM/ICWSM12/paper/download/4672/4994‪.

[ii] “Red Cross Does PR Disaster Recovery on Rogue Tweet”, Todd Wasserman, Mashable, February 16, 2011,http://mashable.com/2011/02/16/red-cross-tweet/#q0MtRnonuSqN

[iii] “#McDStories: When a Hashtag Becomes a Bashtag”, Kashmir Hill, Forbes, January 24, 2012, http://www.forbes.com/sites/kashmirhill/2012/01/24/mcdstories-when-a-hashtag-becomes-a-bashtag/#2b511f55193f

[iv] “Gilbert Gottfried Fired as Aflac Duck after Japanese Tsunami Tweets”, Huffington Post, March 14, 2011, http://www.huffingtonpost.com/2011/03/14/gilbert-gottfried-fired-aflac_n_835692.html.

[v] “Tyler Seguin’s Account Tweets ‘Only Steers and Queers in Texas’; New Stars Center Says He Was Hacked”, SportsDay, July 2013, http://sportsday.dallasnews.com/dallas-stars/starsheadlines/2013/07/07/tyler-seguin-s-account-tweets-only-steers-and-queers-in-texas-new-stars-center-say-he-was-hacked.



Guest Post: 1202 Social Media Alone is Not Enough. Your Small Business Needs a “Big” Website

Social Media has truly been a game changer in how businesses connect with their customers. What used to be a cumbersome and expensive activity has been made very easy, but at the same time it has also become a constant battle for customer attention.

Social media has also helped the customers. It is much easier for them to connect with businesses. No longer do they have to rely on the traditional 1-800 number, enduring long hold times. They can simply post a question and then the business can answer them (within the same day hopefully). On the flip side, angry customers can post their scathing reviews for the world to see. Over all social media has really become a necessity for business if they want to stay valid in this world. And many businesses have been milking social media for all its worth, some even going as far as using it as a substitute for having a professional website. While social media is necessary for achieving success, especially for small businesses it can in no way substitute a business website. In order to truly milk social media, you have to pair it with a website.

Why do you need a big website along an efficient social media presence?

Recently Facebook added the sell feature on to pages, in short turning business pages into small business online stores. This feature again raised a slew of questions that why do we need a website anymore? You can even have a proper e-store running on a Facebook page. This question is especially asked by small businesses or start-ups who have limited budgets. Why should they put a strain on what are often shoe-string budgets to make a website, when they get almost the same level of functionality from a social media presence alone?

The market is not what it was 15 years ago

15 years back you could do without a website till you got to a level of financial success. However the market dynamics have considerably changed since then. Internet penetration in first world countries is especially at levels we had never nearly considered. And the speed at which the online world is expanding puts it a level where we can say that the virtual online world is one that exists in parallel of real one. It is that vast.

So if your business does not have a concrete presence in the online world then you do not appear as a credible business. Before we go anywhere, we Google it. If I only get Facebook page results, that makes your business look like an amateur set-up and makes it lose its credibility. Just like it is expected for a store to have a billboard, consumers expect businesses to have their own websites, just for the sake of contact details and address if not anything else.

Many years ago it used to be a shop front that served as the first impression of the establishment. Now it is the website that makes for the first impression. You need a good website to ensure you grab people’s interest and convert that interest into a sale.

A website is effectively your businesses own branch on the virtual world

You can put up your products up for sale on Facebook, but that is just like putting your products on some other store’s shelves. You cannot influence the environment of the store to shape customer experience. Your products are the mercy of someone else. You cannot control customer shopping experience on Facebook. Facebook even changes the themes when and as they wish. But a website is somewhere you are in full control and give the customer a shopping experience you feel would be the best way to market yourself. For example some e-stores do not opt for a traditional slider and go the “Tinder” way that is the customers view one product at a time.

Also a basic feature that having your own website gives you is recommending customers their next possible purchase, based on their present viewing history. This is something that you lose your products on social media.

Social media has also restrictions on photo sizes that you can upload. This may be a drawback as intricate details may be lost when you compress file size.

Also many people might not want to buy from Facebook, so not having a website means lost sales. And a website along with a brick and mortar store is the perfect combo. Your brick and mortar store gives the customers who want to “feel and buy” what they want and online customers get the feasibility of buying from wherever at whatever time they want.

A website is a business you control and shape

Unlike Facebook you are in complete control. How your business works in completely on you. Just like Facebook gives you a free “shelf” to display your products, businesses with successful e-commerce website have gone on to sell “shelves” on their websites. A website has a huge potential for revenue making and is only limited by your imagination. A small business gains by investing in a website as they gain the option of multiple income streams from one smart investment!

One last thing to mention is that it is very important you choose a professional company to do the development for you. This is because you might require after-sales services, and freelancers are not that reliable.


About the Author

Rachael Everly is an undergraduate student who loves to write on the topics related business, finance, technology and education. Follow @RachaelEverly for further updates



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








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

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.

Screen Shot 2016-04-07 at 2.25.06 PM

Screen Shot 2016-04-07 at 2.14.42 PM

Screen Shot 2016-04-07 at 2.13.46 PM

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.


Salesforce Announces Salesforce for Messenger Platform

What’s The News? Salesforce announced Salesforce for Messenger Platform which will empower companies to create entirely new sales, service, marketing and app experiences for customers on Messenger. Salesforce for Messenger will enable companies to leverage existing business processes to make customer journeys even more relevant and personalized than ever before. This is the latest innovation in Salesforce’s ongoing strategic partnership with Facebook.

Screen Shot 2016-04-11 at 2.18.39 PM

Together, the companies are empowering companies to engage their customers through dynamic experiences around products, brands and moments—all connected to their business. Powered by Salesforce Lightning, this is a proven platform for more than 150,000 companies and millions of users, in which Salesforce for Messenger will deliver personalized engagement at scale with CRM data.

What’s Happening With Messenger Facebook: Messenger’s growth is skyrocketing with its monthly active users growing from 500 million in 2014 to 900 million today. Often Marketing “owns” the Facebook page and had not worked out what to do with Customer Service issues. Nothing worse than getting a #fail in the middle of marketing campaign. For those companies that do have good relationships between Customer Service and Marketing, this will only help them to do an even better job of serving customers. For companies that don’t have this relationship worked out, the connection with Facebook Messenger may be the missing piece they need to connect the dots between Customer Service and Marketing.

And this is perhaps why so many companies are so eager to embrace it as the new channel to extend customer engagement and create conversations. Salesforce extends its leadership in CRM with the launch of Salesforce for Messenger. Companies will be able to leverage Messenger as a customer engagement channel to deliver entirely new 1-to-1 experiences across sales, service, marketing and apps.

Screen Shot 2016-04-11 at 2.17.07 PM

Adding Facebook Messenger to the Checkout Flow in eCommerce: And because it is connected to the world’s #1 CRM platform, each Messenger interaction can be specifically tailored based on the context of the entire customer relationship. For example, a retailer will be able to embed a Messenger plugin on the checkout workflow on its website so a customer can ask any final questions before making a purchase.

Screen Shot 2016-04-11 at 2.18.04 PM

Since this Messenger exchange is also connected to the customer’s previous sales, service and marketing account records, the company can take a more personal approach to exceeding customer expectations. Companies will have an invaluable opportunity to use Messenger as a channel to build brand loyalty and deepen customer relationships by delivering seamless experiences across marketing, sales and service with Salesforce.

Comments from Salesforce Executive, Alex Dayon, President and Chief Product Officer, Salesforce: “Now with Messenger, Facebook is inviting companies to engage their customers in new ways on its platform at scale. With Salesforce for Messenger companies will be able to easily connect their businesses to Messenger, creating deeper, more personalized and 1-to-1 ​customer journeys within the chat experience.”

Salesforce has been on a continuous journey to completely re-imagine CRM for the digital era and the launch of Salesforce for Messenger is the latest example of how it is expanding the market. With Salesforce, companies can ensure that every interaction with a customer is an opportunity to create a memorable experience. In a world where the customer wants to get personalized, seamless care, this is an interesting step in the right direction.

@DrNatalie Petouhoff, Constellation Research

Covering Customer Service and Customer Experience


DialogTech launches SourceTrak 3.0, reinvents call tracking for digital marketers

New Call Tracking For Digital Marketing – Well if you thought the only people who cared about phone calls to brand were people in the contact center, then you may be surprised by DialogTech’s new solution.  Actually its not that surprising me – considering a good 30-50% of calls to a contact center are marketing related – like which size would be better for me, or what are the measurements of the “box” or is the delivery date different than the ship date. These are all questions that would lead someone to “buy” something or not. However, often times those “marketing” type calls go to the contact center. The contact center rarely gets credit for answering lead conversion calls, but many of them do it all the time. Now to the announcement…

DialogTech, who provides of a most comprehensive, end-to-end call attribution and conversion platform for data-driven marketers, announced a breakthrough in call tracking for digital marketing with the release of SourceTrak 3.0. Nearly two years in the making, SourceTrak 3.0 enables the world’s largest organizations to realize the full benefits of call tracking for digital marketing, without the traditional limitations.

What is Included In This New Call Tracking for Digital Marketing?

According to eMarketer, 62.6 percent of digital ad spending in the U.S. this year will target smartphones and mobile devices. As a result, these ads will drive 162 billion calls to businesses by 2019, according to analyst firm BIA/Kelsey. So what is important is to know which programs generate the most calls (and customers) – because its a necessary step to measure and optimize digital marketing performance.

DialogTech’s newly re-architected and enhanced SourceTrak 3.0 technology solution is designed to meet the data, affordability, reliability and ease-of-implementation requirements of Fortune 1000 companies, large multi-location organizations and the marketing agencies they work with.

Enterprise marketing teams and agencies already analyze and optimize the customer journey for the search keywords, digital ads and website interactions that generate online engagement. DialogTech’s SourceTrak 3.0 enables them to do the same for offline phone call conversions. The call data appears alongside the online data in the marketing solutions they already use and requires no change to current processes and causes no disruption to digital ads or website performance.

What is Included In This New Call Tracking for Digital Marketing?

  • Full Attribution For Every Phone Number on a Website – Provides complete call attribution data – including the search keywords, digital ads, referring websites and webpages that drove the call – for every call from every phone number displayed on a website, including every number shown in “Find a Dealer” and “Find an Agent” webpages consumers use to locate and call their closest location or agent.
  • Keyword Attribution for Every Call From Google AdWords – Whether a call comes from a “Call” button in a Google search ad or from a searcher who clicks through to a website, SourceTrak 3.0 captures complete keyword, session and caller data for every call. That call attribution data, as well as any revenue generated from the call, can be imported directly into Google AdWords alongside online data for a complete and accurate analysis of search advertising ROI.
  • Accurate, Spam-Free Call Data – SourceTrak 3.0 call attribution data is now protected by SpamSentry™ technology, which prevents spam calls from distorting marketing data and frustrating sales agents.
  • Fast, Seamless Implementation – SourceTrak 3.0 enables marketing teams and agencies to implement call tracking on any website in a few clicks without any help from IT, any negative impact on website performance or SEO ranking or any disruption to existing digital ads.
  • Affordability – Only SourceTrak 3.0 has heartbeat technology that enables businesses to capture complete call attribution with the fewest phone numbers – and lowest cost – of any call tracking provider.

SourceTrak 3.0 technology is available as part of the DialogTech Voice360® platform, which also includes an integrated suite of marketing solutions for caller qualification and scoring, contextual call routing and management, conversation analytics and spam call blocking. All SourceTrak 3.0 features are backwards compatible with SourceTrak 2.0, and all SourceTrak 2.0 users have automatic access to the new functionality.

For more information on how to get started today, contact DialogTech at DialogTech.com.

If you are part of a contact center, how many of your calls are marketing oriented vs “help me fix this” type calls? Should Marketing pay for some of the contact center costs if a percentage of the calls are lead conversion related? These are the questions we will be asking ourselves as we see Marketing, Sales and Customer Service converge into commerce.

@drNatalie Petouhoff, VP and Principal Analyst, Constellation Research, Covering Customer Facing Applications.


Avaya Unveils Customer Engagement Innovations

Customers are More Difficult to Serve Than Ever. Is Your Brand Ready? Avaya, a Contact Center Infrastructure for 15 consecutive years unveiled customer engagement innovations that meet customer expectations where the rules of the game have changed:
  • 90% of people move between different devices[i]
  • 52% of customers are less likely to engage with a company because of a bad mobile experience[ii]
  • 89% of companies will compete primarily based on customer experience – up significantly from the previous two years[iii]
What’s the Big Announcement? At the conference, Enterprise Connect, Avaya spoke at the key innovations that redefine the customer experience battleground and keep companies ahead of the curve, based on technology that supports more than 5 million agents globally. The Avaya Customer Engagement solutions –which can be implemented through a fully hosted or hybrid cloud model to help ease the transition between existing and new technologies for digital business, deliver:
  • A flexible, robust foundation provided by Avaya Aura® and Elite contact center solutions, which continues to lead the industry now as a 100% virtualized, 100% software-based platform that eliminates the need for hardware-based media gateways to perform important call center functions.
  • Software-defined customer engagement that makes it possible to communication-enable sales and service workflows and processes through Avaya Breeze which can significantly enhance the customers’ experience.
  • A full stack, turnkey solution in Avaya Pod Fx (formerly Collaboration Pod), providing  everything needed to run an advanced virtualized contact center (applications compute, storage, networking & management) all racked, stacked, cabled and configured to remove complexity and streamline operations.
  • Maximum evolution flexibility through the new Avaya Secure Delivery offer which provides hosted private cloud communications for security conscious organizations (US).
A Notes from the Executives: Gary Barnett, SVP and GM, Avaya Engagement Solutions, said:  “The competitive battleground has shifted, requiring a new type of solution and means to respond to digital customer behavior. Customer expectations today will not wait for old contact center technology to get its act together. Speed is the new currency for business transformation – businesses need to understand, predict and respond to customer needs in less time than it takes for a spark to burnout. Avaya is the only company that can rapidly elevate the customer end game without the disruption typical of massive technical change.”
What Are the benefits of Avaya’s Approach?
  • Customer defined experiences for all channels and devices – traditional voice, web & mobile chat, social, email, WebRTC-enabled, one-click mobile video and calling from any device, guided co-browsing and advanced customer service applications that simply snap-in without massive technical support.
  • 360 degree customer context that makes it easy to map customer journeys across automated and assisted service channels.
  • Minimized effort on behalf of the customer or business to obtain or deliver optimal service by combining analytics and automation.
  • The ability to easily design workflows to create smart customer journeys that easily tap into enterprise CRM systems and bring other data into a single business process.
  • Unparalleled flexibility and scale for today’s multi-modal environments that allow companies to easily adjust to changing demands.
  • Simplified transition to new technology and refocus on core business advancing projects by leveraging a more secure, hosted cloud based delivery.
  •  Customer choice of deployment options, including public, private or hybrid cloud, premises-based and managed services to match business policies and objectives.

What’s Your CEO Going to Do About Customer Service? Is your company ready for the next generation of customer experiences? Customers are more fickle than ever. Who can blame them? Customer Service has not been an important aspect of many brands initiatives – at least they didn’t want to put the money behind it… so it did not met customers expectations. With customer expectations rising even fast in this always-on world, companies need their CEOs to get the message and support customer service.

Does your CEO get customer service yet?

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer-facing Applications That Drive Better Business Results

Social Cloud Customer Service Has Dismantled the Old Marketing Funnel

Old Marketing Funnel Days: In the days before social media, marketers would target key customers and go through an awareness, desire, interest and then action (buying) process; essentially the old marketing function. The marketer would start with a large number of customers at the top of this so called “funnel” and as the customers in the “funnel” were approached, there would become fewer customers, narrowing down to those with the desire, interest and ending up with enough customers that would eventually take action and buy whatever was being offered.

The Way a Company Manages Their Social Media Can Destroy the “Old” Marketing Funnel. Today, we know that social media plays a significant role in the purchase decisions of potential buyers. That’s why the way a company manages their social media can turn consumers from brand advocates to troublesome trolls. And there’s an invisibility of social media that has completely destroyed the marketing funnel.

How Does Social Media #Fail Affect the “Old” Marketing Funnel? What do I mean by this? Let’s say I am a customer who is having issues and I post #fail and the brand’s name. And then let’s say there are 1, or 10 or 100 or 1,000 people who might have been interested in becoming aware of that company’s products and services. But because they saw my #fail, they make a mental note and a decision, unbeknownst to the brand, to never buy from that company. They saw the company didn’t have that customer back when they had a question or need help. And this is essentially why Social Cloud Customer Service is the New Marketing. How customers get treated in Customer Service and when they share that affects the future purchasing power of that pool of customers who might have been interested.

Customers Opt Out Without The Brand Even Knowing They’ve Lost a Customer Because those customers opted out, they will never be in the companies “old” marketing funnel. They may have had the potential to become part of a targeted segment that could have gone through the various stages of awareness, desire, interest and then action. However, because those customers saw the #fail post, they will never be a potential customers. Essentially the pool of customers that company might have drawn upon is now much smaller.

Loosing Customers You Didn’t Know You Lost. The company many not realize they lost those customers. They make still send out marketing messages. But it’s every likely that those customers who made mental note of how another customer was treated, will never respond to any marketing messages and never buy from that brand. And that’s what I mean about the customers disappearing or becoming invisible to a brand. They are no longer available to be marketed to. They will just ignore the marketing messages because they saw when I tried to get help, the company didn’t reach out in social media and try to help. And this is the invisibility that is affecting many companies and they don’t even realize that by poorly managing their social media, they have shrunk their customer base.

Managing Your Social Media Well Can Be a Customer Attractor. On the other hand, let’s say there is a customer who complains in social media and the company is paying attention. They are monitoring, listening and respond quickly and resolve the issue. 1 or 10 or 100 or 1,000 customers will have seen this and as a result, they make mental note of it. They might not be in the market for what the company is offering at that exact moment, but when they are and they have to choose a brand, they are going to choose a brand that has their back or a company that they have seen take care of another customer’s issue quickly and meet the customer expectations.

Not Responding To #Fail Is No Way To  Manage Your Current and Future Customers. The failure to meet or exceed those expectations can drive away new and existing customers. This is why I think the old “marketing funnel” has really been dismantled. With more and more companies turning to social media to communicate with consumers, it’s important to manage the channels in a way that builds brand loyalty and converts users into advocates. Today’s consumers turn to social media when they have a question about their purchase. The way your company manages customer service via social media can build brand loyalty & turn users into advocates.

info2 info1

You can get the full infographic from IntelliResponse here.

Where do you stand? Are you monitoring, listening and responding? Or are you not even paying attention to social media?

@DrNatalie Petouhoff, VP and Principal Analyst

Constellation Research, Covering Customer-Facing Applications that Create Awesome Customer Experiences