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

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

• ROI Of Customer Service & Customer Experience

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

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

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

• Experience Management: How to Deliver Integrated Customer Experiences

• How Rackspace Creates the Next-Generation Customer Experience

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

• Digital Imperatives for Omni-Channel Retail Customer Experiences

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

• 6 Pillars of e-commerce Customer Engagement

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

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

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

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

• How Microsoft Dynamics CRM Improves Productivity at Trek Bicycle

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

• New Belgium Brewing Creates Great Customer Experiences Using Microsoft Dynamics

• Beyond Journey Maps, Delivering Mass Personalization at Scale

• The State of Customer Service and Support Evolves 

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

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

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

• Why Top Marketers Create Branded Social Networks for Customer Engagement

• The State of Customer Service and Support Evolves 

• ROI of Social Customer Service- Upcoming

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

• Mobile Customer Service-Upcoming

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Digital Marketing, Analytics, Innovation and the Cloud

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

• Data-Driven Marketing Campaign Optimization

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

• Executive Brief: Can Brands Keep Their Promise?

• Oracle Moves Its Focus from the CIO to the CMO

• How to Staff the Team for Effective Content Marketing

• The State of Marketing 

• Marketing Funnels Are Dead, What’s Next?

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

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

• Five Approaches to Drive Customer Loyalty in a Digital World

• The Modern Sales Experience

• Continuity of Customer Experiences Drives the Future of Commerce

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Customer Success Management, Analytics, Innovation and the Cloud

• The State of Customer Success Management

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

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

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

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

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

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

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

 

 

 

 

 

 

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#OracleCloud Summit 2016 Trends, Updates & News

I’m here with my colleagues, Holger Mueller and Doug Henschen @DHenschen, covering the #OracleCloud Summit 2016 in NYC at the Waldorf Astoria @WaldorfNYC. (BTW the Waldorf Astoria has great customer service!!!)

MY POV: My overall take away is that Oracle has built / are building the most comprehensive cloud offering – Data as a Service (DaaS), Software as a Service (SaaS), Platform as a Service (PaaS) and Infrastructure as a Service (Iaas).

Screen Shot 2016-01-19 at 10.55.56 AM

B2B Customer Experience: How does an application consume all this data – from service, sales, marketing, mobile… to result in a business outcome? That’s my focus- not as much on all the data or infrastructure – but rather what is the customer / business outcome that all this provides? Here’s an example…

Screen Shot 2016-01-19 at 10.57.27 AMThe person is coming close to the company and gets a notification to look to see more about how well the account is doing (Account Health.) I (as this sales person) sign-in and I find out that from service cloud, that this is not a “healthy” customer, so I can’t talk to them about adding services or products. I’m walking into a situation where there is an issue that has not been resolved. If I did log on and see there weren’t any issues, I might be able to start the conversation about what they might buy. Instead, I’d start by solving the unresolved issue. I can also see the opportunity for what they might buy if I can solve their issue.

Customer Service Is Mission Critical: This makes so much sense and why customer service needs to be a mission critical part of the overall business strategy. It is the canary in the coal mine. Everything you need to know about what your customers think and feel about your products and services can be found in customer service. It always has been. It’s only recently, by connecting marketing, sales, service, that we can actually use that information to make better business decisions. I like this a lot. It’s something I’ve been on a soapbox for years. I thank the cloud for bringing all these applications together so that we can have this integrated view of our companies.

Customer Success Management: What some of the conversation today reminds me of customer success management. I have written about this in separate reports for vendors that specialize in looking at how well an application has been deployed, used, by whom and for what. It seems this idea has been translated into the Platform as a Service by Oracle, to be able to know more about my customers and determine if they are happy and if not, and what I, as for example a salesperson, can do. It only makes sense. If you have the data, why not use it to know if your customer is happy? No customers, no business. It’s really that simple. This capability may not be as developed as the customer success management vendors, but it’s definitely in the right direction.

Customer Experience: Certainly it’s gotten more difficult to manage devices and channels and predict customer behavior. One of the TRENDS at  is to have all data in one place, analyzed to help brands to deliver the right message, at the right & real time, which results in much better customer experiences #cx for the customer and better business results for the brand.

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The message is that Oracle ID Graph can be used to connect customer behavior to get right message, to the right channel via modeling the data to discover the best decisions.Screen Shot 2016-01-19 at 11.27.59 AM

From analyzing all this data, Oracle has found the best predictor of future purchases is past purchases. This shows that one of the real values of data is customer’s behavior. If businesses can understand “Say, Do, Buy” they will be able to target, personalize and measure the success of the customer experience across devices and channels via this Identity Graph.

Screen Shot 2016-01-19 at 11.24.53 AM

Oracle CX Cloud Differentiators: The CX Cloud Product Highlights include, because of the PaaS, DaaS, IaaS and SaaS, a unique customer experience cloud – including the ability to integrate the sales, marketing, service, commerce, social, mobile….to provide brands the ability to make the right business decisions, quickly.

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Screen Shot 2016-01-19 at 11.44.45 AMFuture of B2C and B2B: If could measure TV ads, it could put end to guessing how much money and where to spend money on TV ads. This is a huge challenge that needs to be solved. That would be a service that would put an end to the huge amounts of money that lead to the famous quote – “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” by John Wannamaker.

Mark Hurd @MarkVHurd: He’s speaking to us about their need to shift to persona selling, which they are and have done. It used to be that the buyer was the CIO. But the cloud has brought new buyers to the table – CMO’s, Customer Experience Professionals, Customer Service… Smart. The line of business doesn’t have to wait in line for IT’s list of to do’s. Maybe IT still needs to stay focused on their list. Certainly much of what they do is needed. And maybe it was never realistic to think they could do all that is required in IT and to service the lines of business. Perhaps that is part of the beauty of the cloud. It puts the line of business in charge of their needs in software / hardware.

mark hurd

Mark is also talking to us about the idea that the focus of software as a service is interested in the business outcome, rather than what software companies used to focus on, which was the product. This is something that is so important. Software / Hardware for the sake of software / hardware is not enough, at least in my opinion. Until the cloud, the multiple customer personas didn’t have as much buying power and they didn’t have the weight they do now. Yes, hardware / software all needs to work, be secure, be fast, etc.. but at the end of the day, it has to provide a business owner capabilities that make their business run better. Period.

Great information. Great Summit.

@Dr Natalie Petouhoff, Constellation Research, VP and Principal Analyst, Covering Customer-facing Applications

 

 

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Data as a Service: Targeted to A Business Use Case & Integrated into Business Applications

If you have not seen the Oracle Data as a Service offering, it maybe something you’ll want to consider. Why? Big Data is now one of the hottest topics. The issue is more data is not helpful unless the data is actionable and it provides insights to act on.  What seems to be on Oracle’s mind is:

  • Separating data services from applications
  • Allowing the data to be used by any application of your choice and
  • Offering external data to enrich business results.

In essence, what we are talking about is making data scalable, have interoperability, portability and well of course — last but not least, secure.

A data-driven business would need the answers to these types of questions, for instance for:

  • Marketing: Who should my prospects be? or How should I segment my list? or What should I say? or What have I said in the past that resulted in high lead conversions rates? The type of data Marketing would need would be information about a prospects shopping interests or past transactions
  • Customer Service: What are customers saying about my products / services/ our brand? Or What types of trends should I be looking for? The data the business would need would be around what are people saying about the brand and what are they sharing about the brand?
  • Sales:  How can I tell if I am talking to the right person in the organization who can answer my question or am I just wasting my time? Or what are all the ways I could get in contact with the company? The data needs there are things like business data and linked social handles to actual people in the company.

The outcome for Marketing would be that the Marketer would have the right prospective audience and be able to service up the right ads and content across any channel. The outcome for Customer Service might be the ability to increase retention with better social listening and sentiment or signals on how customers are feeling about the brand. For Sales the outcome might be improved sales efficiency with better insights and leads that convert to more sales, higher value sales or longer customer lifetime values.

But many businesses are lacking the competitive edge they should have when using data. This is often because the business:

  • Lacks a common data identifier across channels and across the enterprise
  • Finds it difficult to verify the quality of the data from the various sources of data (your own or data from 3rd party sources)
  • Has data in silos and it can not be easily transferable into an action across various platforms
  • Has a bunch of point solutions that don’t connect with enterprise-wide view of the data
  • Has not figured out the complex legal, commercial and privacy rights to navigate with the data and stay in compliance.

One solution to these issues appears to be what Oracle is presenting as Data as a Service (DaaS). This is where the data is offered as a service, and is uncoupled from any application and targeted to a buyer for a specific use case and easily integrated into a business application.

The four components of that are:

  • Data Ingestion
  • Value Extraction
  • Rights Management and
  • Data Activation

across all channels, with an ID unification system or process and a scalable infrastructure.

After the briefing, an example of the use of this type of system was shown for Marketing, where there was a 5x lift in performance vs traditional data and 2.5x in performance goals using data modeling. The audience for this type of Data as a Service for Marketing is targeted at Marketers, publishers, ad networks, exchanges and tech vendors and would be used to prospect at scale, serve up relevant ads and content across online, mobile, search, social and video.

An example of Data as a Service for Social showed a 5x in fan engagement, competitive intelligence, consumer intent capabilities and purchase language insights (i.e., know what your customers are saying when they actually are talking about buying something….) The ability to extract valuable information from unstructured social data is key to understanding consumer behavior and serve them well. The audience for this type of data is Marketers, customer service executives, Sales, e-commerce and social media managers.

To be able to give attribution to what is driving customer behavior, understand that and then use it to make real business decisions means that companies must be able to know more about who the data is coming from and what the data means, which leads us to the idea of  “addressability and ID (identification.) This ID graph is key to making the data operationalized, scalable and result in a business outcome. The question for you is, where are you on the maturity capability of your data and are you using a data as a service vendor or parsing through data in separate systems and trying to tie it together later?

Big data brings big promise. It also brings with it big issues if one is not skilled in the area of data addressability and ID to result in business outcome attribution. Where do you think most companies are on this Data as a Service maturity capability scale?

@drnatalie
VP and Principle Analyst, Constellation Research

See you at Constellation’s 4th Annual Connected Enterprise

The Executive Innovation Conference | October 29th-31st Half Moon Bay, CA, | Ritz Carlton 

 

 

 

 

 

 

 

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