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 )


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 )


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 )


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


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 )


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 )


Dr. Natalie Petouhoff, VP and Principal Analyst

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




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.



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

Cloud-Based Customer Service and Customer Experience: Verint’s Acquisition of Contact Solutions

Cloud-Based Customer Service and Customer Experience. Verint® Systems Inc. announced its acquisition of Contact Solutions, a leading provider of real-time, contextual customer care solutions. The combination of Contact Solutions advances the Verint Customer Engagement Optimization portfolio with the addition of cloud-based solutions that enhance voice and mobile self-service through automation and analytics-driven personalization. By joining Contact Solutions’ strong self-service capabilities with its advanced customer analytics, engagement management and workforce optimization solutions, Verint is extending omnichannel engagement across the enterprise. With this acquisition, Verint is furthering its mission of being the world’s leading Actionable Intelligence® platform that enables organizations toprovide crucial insights that empower decision makers to anticipate, respond and take action.

Cloud-base Voice and Mobile Self-Service. The combination of Contact Solutions and Verint will increase the value proposition that customers of both companies receive. Verint customers will be able to extend their investments in omnichannel customer engagement with expanded cloud-based voice and mobile self-service options. Contact Solutions’ dynamic customer base—including many public sector and commercial organizations—will have access to new world-class actionable intelligence with the ability to leverage leading customer engagement optimization solutions to help transform their end-to-end customer engagement.  

Personalization Engine: Providing Intelligent One to One Service. Today’s forward-thinking organizations understand the value of delivering personalized and contextually relevant interactions that enhance the customer experience and heighten loyalty. Backed by a robust set of analytics, Contact Solutions’ personalization engine analyzes and adapts call flow and the pace of interactions based on caller behavior. For example, if a caller most frequently selects “account balance” from a set of menu options, the personalization engine can detect this behavior and dynamically rearrange the menu so “account balance” is always the first option presented to that caller. This reduces both time and effort, resulting in better experiences for customers, and decreasing interaction costs for the enterprise through higher automation rates and shorter calls.

Cloud-based Solutions Extends Engagement Optimization Across Smartphones, Tablets and Personal Computers. The rise of “digital-first” approaches to customer engagement has opened the door for consumer engagement at any point in the customer journey. Thanks to the widespread adoption of smartphones, mobile self-service is on the rise and growing in popularity. To address customer demand and market dynamics, Contact Solutions delivers My:Time™ (its patented digital engagement platform.) This cloud-based solution extends engagement optimization across smartphones, tablets and personal computers. With advanced, cross-channel messaging functionality, it enables customers to start a digital interaction on one device and continue it on another, allowing continuity and continued personalization of interactions. Leveraging My:Time’s App2Agent™ functionality takes mobile customer service another step forward by enabling a seamless transition from self-service to live service within a mobile app, mobile web or web application. This will advancing mobile self-service and engagement.

Privacy and Security: Combating Contact Center Fraud. The combination with Contact Solutions also will add functionality to Verint’s solution set focused on mitigating risk, identifying fraud and reducing loss. For instance, Contact Solutions’ capabilities complement Verint Identity Authentication and Fraud Detection, the innovative technology that delivers passive voice biometrics to profile and recognize the voiceprints of fraudulent callers—while makingcaller authentication faster, easier and more secure. Backed by advanced analytics, Contact Solutions brings advanced “upstream fraud detection” functionality that can identify suspicious caller behavior within voice self-service interactions. As potentially threatening interactions surface, red flag detection alerts users to problems and tailors appropriate responses.

MY POV: Businesses need to decide the evolution into the cloud, especially when it comes to customer engagement, customer service and especially mobile and self-service. As customers become more and more attached to their phone, and their expectations for customer engagement higher than ever, it’s really time businesses decide on their digital transformation strategy and start now. Tomorrow is too late!

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Cloud and IoT That Drive Better Business Results and Awesome Customer Experiences



Doing Something Really Interesting in IOT Customer Experience or Cloud Customer Service? Apply for a SuperNova Award!

The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. This is the sixth year of the Constellation SuperNova Awards. Are you using IoT to create great, new customer experiences. Has the move to the cloud made your customer service more agile and the customer’s experience much better? If so, let us know. We want to hear your stories of using and developing:

  • IoT
    • IoT and creating awesome Customer Experiences
    • IoT and creating awesome Customer Service (Field Service)
    • IoT, the Customer Experience and its affects on Customer’s and Businesses Security/ Privacy
    • Using IoT to deliver smarter Marketing
  • Cloud
    • Using the Marketing Cloud to Increase Conversion, Targeting, Relevancy…
    • Using Customer Service Cloud to Service Customers Reactively, Proactively and Drive Marketing
    • Using the Customer Experience Cloud To Drive Awesome Customer Experiences
    • Using the Sales Cloud to Grow Win Ratios…

We will be recognizing nine individuals who demonstrate true leadership in digital business through their application of new and emerging technologies. We’re searching for leaders and teams who used disruptive technolgies to transform their organizations. Special recognition will be given to projects that seek to redefine how the enterprise uses technology on a large scale.

Are you really on the leading, bleeding edge? Then we are looking for you! If you are not on the edge, you are taking up too much room! We’re searching for the boldest, most transformative technology projects out there. If you or someone you know has what it takes to compete in the SuperNova Awards, fill out the application here

What’s the Timeline look like? I kinda hate to publish this, because everyone looks at it and thinks- Oh August – I have plenty of time! Don’t kid yourself. It takes time to not only do a great project but also document it! So don’t wait to the last minute… If you are up to something special, start jotting down your project info so you won’t be late with application submission!!! And make sure you have data to show your results!

  • February 8, 2016 application process begins.
  • August 8, 2016 last day for submissions.
  • September 7, 2016 finalists announced and invited to Connected Enterprise.
  • September 12, 2016 voting opens to the public
  • September 21, 2016 polls close
  • October 27, 2016 Winners announced, SuperNova Awards Gala Dinner at Connected Enterprise 

Why bother? There’s lots of Rewards! Besides getting to hang out with me :-) and a ton of other really outstanding and amazing leaders, and get to hear what the top companies in the world are doing, you’ll also get…

Wondering Who Are the Judges?

The judges are technology thought leaders, analysts, and journalists selected for their futurist mindset and ability to separate substance from hype. The SuperNova Award Judges carefully evaluate each SuperNova Award application against a rigorous set of criteria. Judges will identify individuals who demonstrate true leadership in the application and adoption of new and emerging technologies.  Want to catch a judge’s eye? Judges look for projects whose elements can be replicated in other enterprises. Want to know more about the awards and judges? You can learn more about the SuperNova Award Judges.

What Types of Projects or Inititatives Can Be Submitted? Here’s a list of the categories:

  •  Internet of Things – A network of smart objects enables smart services. (examples: sensors, smart ‘things’, device to purchase)
  •  Data to Decisions – Using data to make informed business decisions. (examples: 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. (examples: enterprise social networks, collaboration)
  •  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset. (examples: talent management)
  •  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (examples: digital retail, supply chain, payments, omni-channel retail)
  •  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels. (examples: crm, customer experience)
  •  Safety and Privacy – Strategies to secure sensitive data (examples: digital identity, information security, authentication)
  •  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (examples: innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)

Who Won Last Year? I knew you would ask that, so here’s that info below. And they were all outstanding. Let’s see if you can beat what they did last year! We are really looking for the super stars. And you know who you are!

CoIT & The New C-Suite

Martin Brodbeck: CTO, Sterling Backcheck


Data to Decisions

Alda Mizaku: Lead Bus Solutions Analyst, Mercy


Digital Marketing Transformation

Naveen Gunti: Senior Director of e-Commerce Technology and Operations, Tumi Holdings, Inc.


Future of Work – Human Capital Management

Asha Aravindakshan: Operations Director, Global Talent, Ashoka


Future of Work – Social Business

Steve Nava: Senior Director Field Service, Americas, Luminex

*************************************************************Matrix Commerce

Jordan Kivelstadt: CEO, Free Flow Wines


Next Generation Customer Experience

Dan Wallis: Director of KP OnCall, Kaiser Permanente


Technology Optimization & Innovation

Dr. David Bray: Chief Information Officer , Federal Communications Commissions

Erica Stevens: VP of Supply Chain and Information Technology, Dylan’s Candy Bar

So there’s your bar. It’s been set high, but I know you can top it! Go for it! Can’t wait to see you at  SuperNova Awards Gala Dinner at Connected Enterprise!!
@DrNatalie, VP and Principal Analyst, Constellation Research
Covering Customer-facing Applications That Make Amazing Customer Experiences

Teradata Influencer Summit Highlights

Herman Wimmer, Co-President kicks off the event. Herman says that the guiding priorities of Teradata are:

Key Principle #1: Analytic ecosystem: Teradata, DB, UDA, Real-time, Fabric Architecture

Key Principle #2: Big Data Technologies: Aster, Hadoop, Big Data Apps, Apps Center, Open Source Contribution and leverage

Key Principle#3: Cloud for Analytics

Key Principle #4: Enterprise Class Production Analytics, Hybrid Implementations (Pubic/ Private), Broader Market Penetration

Key Principle #5: Consulting, Big Data Consulting, Analytics Consulting, Managed Services

Key Principle #6: Future Markets: Healthcare, Government, Innovation, People, Passion….

In a digital world, where business models are changing very fast (note not everyone agrees with this or sees it) business will need real-time data to make better decisions to make the customer experience the best it can be. Companies that used to compete on selling cars are really COMPETING ON THE “experience or what it feels like to drive/ own the car.” Engineers, marketers, Customer Service Professionals can guess what is making the customer happy- DRIVING THAT CUSTOMER EXPERIENCE or they can use these technologies available to drive better business. It is not easy, but Teradata is definitely simplifying it. But it takes investment of people, process, time, and the technology and PASSION at a brand to take this conversation, strategy and tactics on and turn it into a reality. Hype doesn’t get you very far. We are out of the hype cycle and need to get down to business using data to make the best customer experiences.

My POV: Where is your company with respect to going beyond the conversations of “big data” for “big data” sake and are truly embracing the data in the business, where it can make a difference. Who should lead this? CEO’s that “get the value of data” are looking to someone in their organization to do it – CIO, CTO, CMO, Customer Service Professional to lead data revelations. And if one of those “titles” doesn’t step-up and lead or co-lead with other executives, CEOs will find and hire a Chief Digital Officers or Chief Customer Officers to make it happen. It is an opportunity, but it is not without risk. Done well, it bring huge financial rewards to the company that master it. And probably most likely help that person’s career. If you are in a position that isn’t data-centric – then it’s up to you to turn it into that.

@drnatalie, VP and Principal Analyst, Covering Marketing, Sales, Marketing and Customer Service using Big Data Analytics to Deliver Amazing Customer Experiences



#AdobeSummit WOWs With a Ton of Announcements

The #AdobeSummit has begun and the news below, for the 6,000 digital marketers and senior leaders from the world’s top brands is being digested, while sharing best practices and networking. As a marketer, there never seems to be enough time to learn everything, but soak it up. It’s all here! And if you are here in person or not… here’s a round-up of what’s happening here:

  • Adobe Pushed Boundaries of Marketing at Summit 2015 – At Summit 2015, Adobe is showcasing a range of innovation across its Adobe Marketing Cloud, including the unveiling of two new Adobe Marketing Cloud Solutions – Primetime and Audience Manager. Press Release
  • Adobe Brings Digital Marketing to Internet of Things (IoT) – Adobe Marketing Cloud extends personalized experiences to physical spaces and machines; New IoT SDK enables brands to measure and analyze engagement across IoT devices. Press Release
  • Adobe Streamlines Mobile Marketing and App Development. – Adobe is unveiling significant enhancements to Adobe Mobile Services, a Core Service across Adobe Marketing Cloud, that include a fully integrated mobile app framework. The new mobile app framework delivers the complete, integrated solution in the industry for developing and managing apps, and is the first to eliminate marketers’ dependence on an array of disjointed point solutions. Press Release
  • Adobe Marketing Cloud Unites Data-driving Marketing and Ad Tech – Adobe is unveiling a new algorithmic engine and advances in Audience Core Services that enables brands to connect massive audience and behavioral data from a broad range of sources, while a new set of algorithms allow them to reach those audiences through Adobe Media Optimizer. Press Release

Joint Partner Announcements:

  • Adobe and IBM Interactive Experience Announce Global Partnership – IBM Interactive Experience will build specialized enterprise consulting capabilities for Adobe Marketing Cloud. Combining the capabilities of Adobe Marketing Cloud with the design, digital and technology expertise of IBM Interactive Experience, enterprises can comprehensively integrate all the touch points of a consumer’s journey. Press Release.
  • Accenture and Adobe Create Innovative, Pay-Per-Use Digital Marketing Service to Drive Greater Marketing ROI – Today Accenture and Adobe expand their alliance with the launch of Accenture Customer Engagement, a cloud-based managed service that simplifies the development, execution and measurement of digital marketing. Accenture Customer Engagement features digital marketing services from Accenture Interactive wrapped seamlessly around Adobe Marketing Cloud solutions. Press Release.

Partner-Issued Adobe Marketing Cloud Announcements:

Adobe Blogs Provide Additional Information on the Latest News from Summit:

If you want all Adobe Summit announcement highlights, videos, images and more, you can go here: http://www.adobe.com/news-room/summit2015.htm

And you can follow the Twitter feed using the hashtag: #AdobeSummit

As you can see Adobe is addressing many of the issues that plague marketers, working to simplify, while giving marketers more control and options. As marketers are called to do more than just “push” messages and rather engage customers, more and more capabilities are required. The future is here, now. Digital Marketing education is not only necessary, it should be a requirement in every university!


VP and Principal Analyst, Covering Marketing, Sales, Digital, Social and Customer Service to Create Amazing Customer Experiences


5 Easy Steps to Solve Your Digital Marketing Challenges Using Big Data Analytics: A Clear Path Forward for the CMO

The world has gone digital, and no one feels the pressure more than the CMO. Customer segmentation presents challenges that are not possible to uncover with traditional methods. According to Forbes, “Gartner analyst Laura McLellan recently predicted that by 2017, CMOs will spend more on IT than their counterpart CIOs.” Those who don’t embrace analytics fully will lose their seat at the C-suite table. 

In this webinar, I will share my expertise on how CMOs can navigate the challenges of their evolving roles. Her marketing optimization framework enables assessment and evolution of marketing efforts as well as integration of analytics to improve bottom-line results.  We’ll use a 5-level maturity capability matrix to show how you can progress your marketing capabilities.
 Christy Maver, Director of Product Marketing at Actian, will present a set of Customer Analytics Blueprints designed to give CMOs a roadmap to address big data marketing challenges.
Reserve your seat to hear how Actian can help you accelerate Marketing analytics!
VP and Principle, Constellation
Marketing, Customer Experience and Customer Service

Call for Applications for 2014 SuperNova Awards for Leaders in Disruptive Technology

One of the most important events for people who are working very hard to create amazing customer experiences, driving revenue from marketing and reducing costs is coming up. That event is the Constellation SuperNova Awards. And the call for applying for these 2014 SuperNova Awards for leaders in disruptive technology deployment is August 1, 2014.

At the Constellation Conference, during the SuperNova Awards we will recognize individuals who demonstrate true innovation through their application and adoption of new and emerging technologies. Have you done something innovative? Have you truly transformed all or some aspect of the customer experience and/ or customer service? Have you deployed social analytics? Are you leading digital transformation in your organization? Have you driven more revenue, increased marketing lead conversion rates, created significantly more brand awareness, created diehard brand advocates who are loyal, drive referrals and advocacy? Then you should be recognized for leading the way in your industry.

We know that often leading the way during a disruptive technology period – like social, like digital, like marketing automation, like monitoring & listening, engagement, analytics, etc… is not easy. And the SuperNova Awards are the moment that all your hard work can not only be recognized by peers but also perhaps a way for you to get recognition within your organization. Sometimes it takes getting an award from an outside organization for people inside your organization to see and understand your brilliance. Having been inside many organizations, knowing the politics it takes to get things done, often individuals who are leading don’t get all the accolades they should. The SuperNova Awards is one of your opportunities to be seen, be heard, and be acknowledged. 

In particular we are searching for leaders and teams who have overcome the odds to successfully apply emerging and disruptive technologies for their organizations. And one tip I can provide is that special emphasis will be given to projects that seek to redefine how the enterprise uses technology on a large scale.

So if you are leading one of the boldest, most transformative technology projects out there, don’t walk — virtually run and submit an application. It will be judged by Constellation analysts and some of the most influential thought leaders in enterprise technology.  

And if you know someone who has what it takes to compete in the SuperNova Awards, encourage them to fill out the application here.  Sometimes we need someone to nudge us and remind us how amazing we are. So participate. Help move the industry forward and reduce the hype cycle for digital, social, analytics and traditional customer experience, marketing and customer service technology disruption by showing that the changes that you are making are getting real, solid business results and its not hype. This new technology disruption is the way business needs to get done. At least that is my point of view!

Dr. Natalie Petouhoff 
Skype: drnatalie007 | LinkedIn | Google+

Catch my latest:
• Thoughts at www.DrNatalieNews.com 
• Upcoming book series: “7 Steps To Digital Customer Experience Mastery” (working title) 

Constellation’s 4th Annual Connected Enterprise 
The Executive Innovation Conference | October 29th-31st

Half Moon Bay, CA | Ritz Carlton