DX is the New CX- Why Customer Experience Isn’t Up to Snuff

Having been a long-term customer experience advocate and studied the field, I as many others, have noticed that while companies are saying that customer experience is a key differentiator, that it’s at the top of their priority list of business initiatives, that they are spending more on it but when customers are asked, they don’t think it’s better. So how could that be?

I know many customer experience professionals who spend a lot of time mapping out their various customer journey’s for different personas or customer profiles, they have purchased and implemented some of the top omni-channel software, are conducting social media / digital media monitoring so they know what their customers are saying… So it’s not that customer experience professionals aren’t doing what they need to do. But if they are doing all that, why do customer still report, in large part, that their experience of most brands is not up to snuff?

What I discovered is that there are two groups of people that think about customer / digital experience, but in very different ways. One group of people tends to be the typical customer experience professional who has done all of the things I mentioned above and done them well. And then there’s another group of people, often in IT, that worry about digital performance management (DPM.) They look at the technology stack that is underneath the omni-channel customer experience technology and optimize it. They worry about things like page load speed, do shopping carts get hung up, etc…

And I found that often the two groups either don’t know they exist or they tend not to work together. And if that is so, the digital customer experience can suffer. Some brands have optimized both the customer experience, omni-channel technology as well as the technology stack underneath omni-channel technology. When that is done, the customer experience is truly optimized from both the DPM and DX perspective and the CX perspective.

If you’d like to learn more about this, please join me on Wednesday, Sept 28th at Sept 28, 2016 @ 10am PT/1pm ET for a Live Webinar and we will look at this topic in-depth! The topic? What the smartest brands know about CX and what they still may not be doing about it! And here’s a link to the research I just completed on https://www.constellationr.com/research/business-imperative-optimizing-digital-customer-experience. And here’s all the professionals who spend their days work making the customer experience the best it can be with customer experience professionals collaborating with IT professionals. If content is king, DPM is the ACE!

@DrNatalie Petouhoff

VP and Principal Analyst, Constellation Research

Covering Customer-Facing Applications that Create Amazing Customer Experiences

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Capgemini Joins Forces with Blueprint to Offer Advanced Requirements Management Capabilities for Financial Services

What’s The Combo Up To? Blueprint, an innovator and global leader in accelerating and de-risking large, complex IT projects, and Capgemini, one of the world’s foremost providers of consulting, technology and outsourcing services, today announced a resale agreement increasing the ability for strategic customer growth worldwide.

How Will Capgemini and Blueprint Work Together? Capgemini will continue to leverage Blueprint’s wide array of requirements management capabilities both for its internal product development and for its customer implementations. Blueprint’s leading-edge, enterprise solution allows Capgemini to accelerate delivery of its industry leading solutions and reduce total cost of ownership for its customers. Blueprint’s software assists in aligning business strategy with IT execution, ensuring regulatory compliance, and supporting organizational transformation.

A Note From the Executives: Martin Saipe, Senior Vice President of Corporate Development, Blueprint said, “Blueprint’s growing alliance with Capgemini represents a significant milestone in Blueprint’s channel strategy. Capgemini is a key part of our growth plan through the system integration channel. We are excited about this new resale capability and are expecting significant activity in the near-term.” 

Anand Moorthy, Vice President, Global Testing Practice, Financial Services, Capgemini stated, “Our collaboration with Blueprint provides very robust requirements and documentation tools for customer implementations and internal product development,” said . We can accelerate the requirements process for many of our customers because of pre-built, accelerator models that are refined over time, incorporating best practices which we then deploy in selected projects. Rather than creating new custom requirements for each project from scratch, we are able to be more prescriptive in our delivery helping our customers manage costs and lock-in quality.”

MY POV: This combination will help Capgemini’s clients accelerate the requirements process  because of pre-built, accelerator models that are refined over time, incorporating best practices which we then deploy in selected projects. As a former systems integrator and management consultant, I can say this is a very distinct advantage.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Customer-facing Applications That Drive Better Business Results
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The Secret to Success in IoT: Microsoft Partner ICONICS Shares It’s IoT Cloud Experiences

What is the Internet of Things (IoT)? The Internet of Things (IoT) is a hot topic these days. Unlike many overhyped technology visions over the years, IoT has the underpinnings today to start happening throughout the developed world. Sensors everywhere. Ubiquitous mobile wireless communications. Powerful data analytics. Graphic visualization tools.

Although the Internet of Things (IoT) often refers to connected devices in a personal or industrial setting, it also has the potential to unlock vast opportunities in many cities today, from energy management in civic buildings to traffic monitoring to public services. But that wealth of possibilities can be overwhelming to local governments, as public agencies try to find ways to get started with IoT while making the most of limited resources. The CityNext blog has some  advice from guest blogger Melissa Topp of Microsoft partner ICONICS: Don’t try to do it all at once. Instead, pick one thing and spend time getting it right before expanding your Cloud IOT program.

So Pick Your Best Bet And Get Started on IoT! ICONICS works with Microsoft to deliver cutting-edge tools for infrastructure, mobility and analytics, on a Microsoft Azure cloud platform that reduces capital investment and dramatically expands data storage and processing capabilities. In her post, Topp explains how a recent smart energy management project for Peirce Elementary School in Arlington, Mass., illustrates the keys to success for cities’ IoT Cloud deployments. By starting with a single project — in this case, cutting summer operating costs in a school building — then focusing on that problem until they had it right, and finally expanding their program in phases, the school’s administrators were able to discover and resolve equipment problems and lower energy costs. Topp’s experience is a good reminder to businesses in any industry that IoT deployments don’t have to be massive and overwhelming to make an impact.

Want To learn More About How Microsoft IoT Helps Cities and Businesses? Here’s a link to understand how this can happen and while you are taking a look at this consider how, when a city changes how it does things, how does that affect the experience of the customer of that city? It’s huge!

IoT Can Be Daunting for City Governments. After all, with just one of Google’s self-driving cars gathering 750 MB of sensor data every second of driving time, the amount of data that a fully wired city would generate in a second would have to be in the petabytes. What’s more, cities would have to figure out where to put all that data. It’d be a bigger problem than Boston had finding places to put all its snow during last winter’s relentless blizzards! But it doesn’t have to be daunting. How do you eat an elephant? One bite at a time. Think of IoT as the same thing. Don’t try to do everything. Just pick one aspect of your business where it will have a real impact to revenue generation, cost savings, and the customer experience.

Wired (IoT) Cities Drive Better Experiences. Nonetheless, cities around the world are “wiring up,” as the many Microsoft CityNext customer stories can attest. Among those cities are also many ICONICS customers. They’re successfully transforming themselves through greater operational visibility and efficiencies using our HMI/SCADA, mobility, and analytics tools for cutting-edge energy and sustainability solutions.

In working with hundreds of cities worldwide, we’ve found that their successful deployments typically have three common hallmarks that we might call “secrets” of their success.

  • First, they chose one place to start, many with a specific need in their municipal utilities, water treatment facilities, transportation systems, or schools.
  • Second, they focused their limited resources and energies on that starting point to ensure it worked, taking as many lessons as they could from it.
  • Third, they didn’t try to solve everything at once, but rolled out their deployments in phases.

What is An Example of a City That Has Gone Down The IoT Path? Arlington, Massachusetts, a town of 43,000 people six miles northwest of Boston, started with the need of its public schools to consolidate summer operations into one building, Peirce Elementary School. To help save air-conditioning costs, the district bought a new chiller, but it also sought energy management software. After evaluating competitors’ offerings, it chose ICONICS Facility AnalytiX hosted on the Microsoft Azure cloud platform. Using Azure eliminated the need for any upfront capital expenditures in IT infrastructure.

Facility AnalytiX uses advanced Fault Detection and Diagnostics (FDD) technology. FDD works via customizable fault rules that weigh the probability of equipment failure. It then alerts staff to actions they can take when faults occur.

IoT Focus Helps Save Time and Money. When equipment fails, the software analyzes current and historical information (along with symptom/cause relationships), executes predictive algorithms, and provides a list of possible causes sorted by probability. This information is securely available to all key stakeholders from desktops, browsers and smart devices such as Microsoft Surface tablets. FDD helped the district cut the time its HVAC contractors spend searching for malfunctions by as much as 20 percent.

The Facility AnalytiX software also showed that the chiller was unnecessarily turning itself on and off every five minutes. This cost the district energy and would potentially reduce the chiller’s lifespan, as constant cycling would put more wear on the equipment. The software helped the district save 20 percent of its energy consumption the first winter after installation.

When You Implement IoT, Phase it in With Fast, Easy Cloud Scalability. With the success of Arlington’s deployment of smart energy-management software in that single elementary school, the town is already working to adopt it to another school. And government buildings are likely candidates for additional deployments. In other words, it found one place to start; focused its resources on making it work; and is taking a phased approach.

With Microsoft Azure, adding those buildings to Arlington’s Facility AnalytiX operations dashboard is fast, easy, and economical. That’s because, by simply connecting to existing HVAC equipment, sensors, and SCADA network hookups, Azure can spin up another instance of Facility AnalytiX with just a series of mouse clicks.

Arlington is just one of many examples from the ICONICS customer base of a city that is implementing IoT — sometimes without actually realizing it — to improve operational visibility and lower costs. As the town adds more buildings to its smart-energy network, those benefits will continue to grow.

With Microsoft Azure, it won’t need to add any IT infrastructure that requires money, maintenance, repairs, and upgrades. In effect, Microsoft Azure is a standby IT resource for Arlington, just waiting to be tapped whenever new demands arise.

Want to Learn More About Cities, Clouds and IoT? For more ICONICS IoT customer stories or to learn more about ICONICS products and solutions, visit www.iconics.com/IoT. Learn more about ICONICS’ smart city solutions on Twitter. Follow Microsoft CityNext on Twitter for news, trends, and smart city solutions.

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Cloud, IOT and Customer Experiences
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Constellation’s SuperNova Awards – Got a Great Case Study? Get Recognized for Your Innovation!

If you have implemented something and have a great case study there is no time like the present to submit it to Constellation’s SuperNova Awards.  In our 4th annual The SuperNova Awards we seek to honor leaders who have overcome adversity to successfully implement disruptive technologies in their organizations. We’re looking for applications that demonstrate overcoming adversity, replicability (project’s ability to be replicated in organizations), and applications of disruptive technology that resulted in business model transformation.

The 2014 SuperNova Awards will recognize seven technology leaders in the following categories:

  • Consumerization of IT & The New C-Suite
  • Data to Decisions
  • Digital Marketing Transformation
  • Future of Work
  • Matrix Commerce
  • Next Generation Customer Experience
  • Technology Optimization & Innovation

Rewards Include Research and Invitation to Connected Enterprise

Finalists in each category will be awarded one complimentary ticket to Constellation’s Connected Enterprise.  Finalists will receive VIP admission to the event and may be selected to share their implementation story on a panel at Connected Enterprise.

Winners in each category will win a one-year “Research Unlimited” subscription, which includes access to all Constellation research and premium content. Constellation’s “Research Unlimited” subscription is valued at $120,000.

Awards Ceremony

The SuperNova Award Winners will be announced live, on stage, at the SuperNova Awards Gala Dinner on October 29, 2014 on the first night of Constellation’s Connected Enterprise.

Timeline

  • May 27, 2014 application process begins. Submit applications here: http://constellationr.com/events/supernova/2014
  • August 1, 2014 last day for submissions. Judges select finalists.
  • August 22, 2014 finalists announced and invited to Connected Enterprise.
  • September 8, 2014 voting opens to the public
  • October 1, 2014 polls close
  • October 29, 2014 SuperNova Award winners announced at the SuperNova Awards Gala Dinner, held the first night of Constellation’s Connected Enterprise innovation summit.

The SuperNova Awards honor the true industry heroes and innovators that are solving business problems by putting technology to work in new ways that are changing the outcomes of business,” said R “Ray” Wang, Founder, Constellation Research, Inc.  “The SuperNova  Awards program is fueled with the momentum of hundreds entries, and we’ll be honoring the most impressive this October at our Innovation Summit.

If you want to spread the word – here’s a tweet all ready for you:

#DisruptiveTech early adopters apply for @ConstellationRG SuperNova Award   http://constellationr.com/events/supernova/2014 #SNA2014 #ensw

Skype: drnatalie007 | LinkedIn | Google+

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Teradata Delivers: Teradata QueryGrid™ – Teradata Database 15 – Teradata Active EDW 6750

Organizations are struggling to capture and interpret data that is spread across various analytic systems, each system handling different types of processing and data. The space to be the leader in big data analytics market and data warehouse is getting more crowded every day. The buzz words, B.I.G. data have taken new meaning as quants enter the market place as one of the top jobs. Today Teradata  talked to us about these 4 key market trends:

1. Driving towards specialized analytics engines

2. New user groups that want more scripting and procedural language support

3. The desire for simplicity of data integration through schema-on-read

4. Demand to operationalize big data insights accelerates need for performance.

What does this mean to you?

If you are able to use all the systems and integrate them, you would have a logical data warehouse with multiple systems, analytical techniques, programming languages and a diverse data types. This couldn’t be more important as I indicated in my report on Marketing Optimization paper.  It’s the age old problem of business users (CMOs) vs IT people who do care about the issues that Teradata spoke about. The key for any vendor is to understand what keeps the business user up at night and how to translate what the technical improvements make their day easier or the results they are measured on, better.

Essentially Marketers and other users of big data want to be about to run the right analytics on the right platform.  You also want the processing integrated. Often people want to use the data but not worry about where the data resides and they want easy access to data and analytics through existing tools. The point is to optimize, simply and orchestrate processing across and beyond the Teradata UDA.

Teradata has delivered three important innovative products to solidify Teradata’s position as a leader and pioneer in the data and  and again demonstrate their engineering prowess. What are those products?

1. Teradata QueryGrid™ – This is for a business user who wants to ask an important question and get a solid, reliable answer. The reason it would be interesting from an IT user is that there is no complex data movement and IT resources that need to be shuffled around and can reduce costly data duplication.

2. Teradata Database 15 – Teradata Database 15 provides support for Teradata QueryGrid. It enables the Teradata to be a single, seamless coordination point for users to have self-service access to data and analytics across multiple disparate systems. This means the delivery of a flexible schema-on-read so that companies can quickly adapt to change in source data and helps them to monetize the Internet interactions. What this means is that it empowers developers to interact with data using the tools and skills they already have. It also increases the high availability so that business have confidence in the data’s delivery.

3. Teradata Active EDW 6750 –  If you are using big data to make decisions you want it to be real-time so you make the best decision possible with the best data. Essentially B.I.G. needs to have B.I.G. performance. Teradata’s flagship platform is no even faster with a 40% performance increase, more Solid Date Drives (SSDs) for fast and consistent response times and more memory to power the Teradata intelligent Memory.
Active EDW 6750 claims to delivers unmatched power and space efficiency, setting the green, sustainability standard in data warehousing with 4X lower energy consumption and space utilization for the same performance system over just three years.Achieving a 40 percent increase in data warehouse processing performance, the Teradata Active EDW platform supports a big boost in business query rates. This is enabled by the balanced combination of the dual, powerful 12 Core Intel® Xeon® 2600 V2 processors and the performance-efficient NetApp E5500 data storage system. Key to effectively applying all this performance to user work is the Teradata Active System Management software that is now enhanced by the newest SUSE Linux operating system.
Teradata pioneered integration with Hadoop and HCatalog with Aster SQL-H to empower customers to run advanced analytics directly on vast amounts of data stored in Hadoop.  Now they are taking it to the next level with pushdown processing into Hadoop, leveraging the Hive performance improvements delivering results at unprecedented speed and scale.
If you use data, especially CMOs, Marketers, or Customer Experience  / Customer Service folks to better serve your customers you know that scale the breadth and sophistication of your data analytics to respond to the demands of business operations. The challenge is how to best orchestrate a wide variety of new analytic engines, file systems, storage techniques, procedural languages and data types into one cohesive, interconnected, and complementary analytic architecture. There is a big difference between the people who build and maintain store big data vs the people who use it. It’s often the issue most companies run into. It seems that Teradata is acknowledging the different users of data and adjusting their framework and technology to be able to make both parties.
As a business user of technology and big data, did this column help you understand the advancements in the technology? Or does it not really resonant to what you as a CMO or Customer experience person worry about?
@drnatalie
Skype: drnatalie007 | LinkedIn | Google+

Catch my latest:
• Thoughts at www.DrNatalieNews.com 
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Data-Driven Marketing Campaign Optimization

My report is about how CMOs can use big data and analytics to transform marketing decision-making and advance corporate innovation by using big data to optimize your marketing efforts.  The way I went about writing this report was I interviewed both vendors and CMOs to understand where the market place is with respect to actually using marketing automation software / platforms.

 

There is a lot of software that delivers on the promise, unlike 25 years ago when CRM- Marketing, Sales and Customer Service vendors (either point or suites) had the right ideas and desire to provide this type of business impact, but the software really wasn’t not as advanced as the marketing brochureware (sales pitch and slides) was.

 

In addition, from working with CMOs when I was in the agency world and throughout my career, the story has been very similar. Software has the potential to create and drive revenue when it’s attached to the right strategy. Technology without the right strategy just means we do more of the wrong things faster. That’s not such a good idea, though it happens every day.

 

Level Self-Identification Leads to Marketing Transformation

You can’t change what you “don’t know, you don’t know.” In the report, I provide a picture for Marketers so that they can self identify where they are in the various levels of using marketing automation and then to identify what they’d like to be doing. In consulting or advisory work, this is often known as a “gap analysis.” It helps people see the present as well as the possible future state.

 

What we found in the research is that many Marketers learned that the way they were using marketing automation software as at Level 1 &2. They do not realize there’s more they could do. Others found that they have not chosen software that help them advance their Marketing capabilities to Levels 3, 4, and 5. In the report, I describe some ideas on what those other levels are and what it might look like.

 

The Five Levels Seek To Drive Marketers To Become Chief Intelligence And Revenue Officers

In theory, let’s say that Marketing really drove revenue in your company. The idea I’m really aiming for in this report is to provoke CMOs and Marketers to think about becoming chief intelligence and revenue officers.

 

When they are able to show that they can repeatedly and consistently contribute to bottom-line, the senior leadership team will give them respect they want. Long gone will be the days of suffering from what I lovingly call the “Rodney Dangerfield Affect” – i.e., the day of “they just don’t get enough respect” won’t exist anymore. And that would only be a good thing.

 

Because Marketing software has changed over the last 25 years and can deliver on may more of the promises it aspired to, Marketers must also change. But there is a gap in the talent pool of CMO’s and Marketers that understand how to use marketing automation and customer experience platforms to get to Level 4 and Level 5 activity (see the report). And that’s what I really want to see happen and why I wrote the report. It’s time that we use all this big data revolution and new technology and transform old roles into new roles where respect for the contribution is earned and acknowledged.

 

What This Means to You

What may not be obvious is the “so what?” What does this mean to you? Here’s some brain candy to think about, As a CMO or Marketer, you need to:

  • Understand how marketing automation platforms have transformed and how big data plays a larger part in today’s CMO role
  • Know where your personal skill level are as well as those of people in your organization
  • Be able to pick technology that can provide these more advanced capabilities; often times buying technology was the role of IT, now CMOs are responsible for this
  • Understand requirements definition documents, capability lists (features and functions), business case justification along with bottom-line benefits — when it comes to choosing technology
  • Fill the skill sets in your organization so that you are able to truly justify to your senior leadership team why you want a larger budget and new technology.

 

I don’t think you can wait to do this. I think it will only going to get worse, not easier to pick the right technology for today’s CMO and Marketer. Make sure you are prepared by educating yourself on your options and learn how to choose technology so that you can show your contribution to the bottom-line.

 

I’d love to hear from some folks who have mastered some or all of :choosing technology and business justification capabilities”— how you did it! You never know, you might become part of my disruptive case studies library!

@DrNatalie

Skype: drnatalie007 | LinkedIn | Google+

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

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The CMO is Dead: CMOs Use Big Data To Become Chief Revenue And Innovation Officers

I know you’ve seen these types of dramatic headlines before: The CMO is dead. But in actuality, the roles in marketing, sales, and customer service that once governed how business “gets done” are shifting. This best practices report, Data-Driven Marketing Campaign Optimization is about how CMOs can use big data and analytics to transform marketing campaign decision-making and advance corporate innovation and revenue.

What’s driving this shift? A great deal of the shift in roles is being driven by technology that is now available. In attending many conferences over the years, especially in the last 2 years, the technology has changed very dramatically and delivers on many of the promises CRM (Marketing, Sales and Service) wanted to deliver on, but just honestly the technology wasn’t there yet via its fullest capabilities to do this.

Now that we have technology that can deliver more than ever before, we have to make sure that people know how to use it and use it well. You can read the rest of this blog post to understand my point of view on this or jump right to a snap shot of the report.

The Report: Data-Driven Marketing Campaign Optimization     The report is about how CMOs can use big data and analytics to transform marketing campaign decision-making and make better decisions about their businesses. It looks at how to ensure you’re using big data to optimize not just your marketing efforts, but your whole company. A few of the juicy tidbits from the report are that it:

  • Contains a 5 level evaluation marketers can use to determine how well they’re incorporating big data into their marketing efforts
  • Reveals how CMOs can use big data to enhance marketing decision-making and advance corporate innovation and revenue (Level 5)
  • Helps marketers contribute value to making the best possible customer experiences and drive higher customer lifetime values
  • Ensures Marketers become an essential member of senior leadership team that is responsible for driving revenue and showing that’s so by using data-driven marketing
  • Addresses the politics, the “not invented here” and the silly finger pointing (that should actually be a while collar crime) that often happens in companies…
Progression of Marketing Decision Making to Innovation and Revenue Creation

Progression of Marketing Decision Making to Innovation and Revenue Creation

CMO‘s Paradigm Shifting To Innovation and Revenue Officers     I know it’s often tough being a Marketer and not getting the credit due. You might find yourself suffering from what I call the Rodney Dangerfield Affect, meaning you don’t get enough respect in your organization. I get it. But let’s put that idea in the past. You can get credit; you just really need to know that there is a new way to do marketing and the tools and platforms are there to support you.

In the past CMOs were charged with top of the funnel activities, driving qualified leads to Sales. It was then Sales job to take the lead and close as many as they could. But just like we know the earth isn’t flat (old paradigm) revenue generation is now not just the mission of Sales (new paradigm). In fact, the CMO role is changing and changing fast. The reason? Because the technology today can show what the Marketer has contributed to the bottom-line. And that’s what you as a Marketer need to know and need to focus on— for your career and for your company.

While there’s lots more to cover in the transition from the old paradigm of Marketing as “top of the funnel” people – to the Chief Information and Revenue Officers— if you are a Marketer who is interested in the “new world”, this report is a good first step in taking a look at not only where your organization is at with respect to how they view marketing, but also how you, as a Marketer are approaching Marketing. I’ve created a 5 level of Marketing Automation and Campaigns capability matrix (see the above figure). Often times you may not know what level your organization is at or what else you could be doing. This maturity level overview helps you to see where you are and also what other levels you can achieve.

How Can You Get Started?

  • Begin to have a revenue mindset
  • As you choose technology, ask yourself, can I show how I generate revenue with this technology?
  • And if I have the right technology, how am I going to present that I am contributing to the bottom-line to the senior leadership team?

Change Means Politics Heat Up       As part of any change in an organization, you’ll want to be careful of organization change management issues that come up with change. The roles of Marketers and Sales are both needed and provide great value. But if Marketers are becoming Chief Revenue and Innovation Officers because they have a lot of data and know how to use it to close sales, make sure to think through how that might affect other departments (Sales, IT, Customer Service…) And if / or when Marketing transforms into a “Revenue and Innovation Organization” what now is the role of Sales, IT and Customer Service?

Redefining Roles    In one particular company that I worked with on this this transformation, Marketing became responsible for the top and middle funnel revenue drivers. Sales then transitioned into executive account management and renewals: they were really the relationship builders and maintainers. And Customer Service delivered on the “promises” made by Marketing and Sales by integrally working together with Marketing and Sales. This meant that all three departments knew what their new roles were and the importance of customer lifetime value (CLTV). They knew that all three department’s goals were to collaborate to increase CLTV so that customers, whether it was a B2B or a B2C company, spent more time and money with the company over longer periods of time- hence increasing the customer life time value.

What business experts are really striving for with Big Data is to create blue ocean strategies where the competition is irrelevant; we learned that from the authors of the Book, Blue Ocean Strategies,  W. Chan Kim and Renée Mauborgne. We also learned from W. Edwards Deming, that if we listen to our customers and our employees and take that data, we’d have better products, services and companies — which help to build companies that become their own marketplace or live in an uncontested market space. And that’s what can be done with all the data that we have today — if CMO’s know what to do with it.

Making Cross-Functional Collaboration The Most Rewarded Executive Activity    In this particular company, when cross-functional collaboration was a primary part of their culture, Marketing wasn’t spending millions of dollars to acquire customers only to have the other departments provide such poor relationship building and service that the customer’s defected. Instead they made sure that once the customer had bought and come on board, Customer Service delivered on promises by Sales and Marketing. (In your company, it might mean people in these departments have to talk to each other…) Now that’s an interesting concept!

This is just one company’s take on how they approached these issues. I’d love to hear what you think about the report. There’s much more I could / need to cover in this area. This report just a first look at the idea of CMOs transforming into Chief Intelligence and Revenue Officers.

@DrNatalie

Skype: drnatalie007 | LinkedIn | Google+

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

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The Executive Innovation Conference | October 29th-31st 

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KeyNote: Who Will Lead the Big Data & Social Media Revolution? IT or the Line of Business?

This keynote at TWDI in NYC we explored Who will Lead the Social Media and Big Data Revolution — IT or The Lines of Business (Marketing, Sales, Customer Service…)

Whether its social media monitoring with software applications like Crimson-Hexagon or Fan Engagement and social media ROI platforms like Manumatix, there is tremendous value in these new applications. Perhaps the role of the CIO or CTO is to become the interpreter of software applications that analyze and use big data and social so that the line of business can reach their business goals? Many people would argue that that’s the role CIO and CTO’s have had all along…

Behind the scenes of the business potential of social media, another revolution is happening in IT departments. Social Media and other Big Data applications are provoking a tidal wave of new platforms, new development, and radical innovations in the creation of data, as well as the management and delivery of data. These trends are overwhelming the traditional approaches to data management and warehousing.

I presented the view that perhaps IT could help the lines of business by helping them understand how to apply these new types of software to their business. This means that IT would need to work very closely with the lines of business in understanding their business goals – like increase in awareness, leads, lead conversion rates, sales, customer loyalty, referrals, advocacy and loyalty.

Along with myself, Dr. Edouard Servan-Schreiber –Director for Solution Architecture at MongoDB, presented the his point of view on this topic.

In my presentation, I’ve included not only my 7 Steps for Executive Success for Big Data and Social Media, but I have also included some of the vendors that IT could be helping the lines of business choose to help them reach their goals.

The issue is that CEOs are pushing the decisions down into the lines of business. Never before have they had to really understand software to this extent. IT used to be in charge of software platforms and choices. With SaaS the line of businesses are making their own choices. Perhaps though, this additional responsibility of sifting through all the various types of software and choosing the best ones to reach the business goals could be a shared responsibility for IT and the lines of business.

What’s your thought’s on who should lead the Social Media and IT Big Data Revolution?
@drnatalie
www.drnatalinews.com

Here’s the link to the slides: http://slidesha.re/1h1wFuB

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Keynote Speaker 9/19/13: “Social Media and Big Data: A Match Made in Heaven?” Register Now!

Join the NYC Tri-State TDWI Chapter on September 19th to find out.  Register here.

tdwi

As social media has moved from marginal to mainstream, what are the behind-the-scenes implications, prerequisites and constraints imposed by this new social media world order? What are the opportunities and challenges for data warehousing, IT and business innovation? How do they – or do they – all need to change to accommodate new market circumstances?

Our keynote speaker for September 19th, Dr. Natalie Petouhoff, renowned author, lecturer, teacher and social media evangelist, will explore the business impact of social media from a holistic approach. New and emerging data streams are both a stress and an opportunity for the IT department: a stress, in having to meet the challenge of understanding the market and adapting with new tools, systems, procedures and integration requirements. But also an indisputable opportunity for the IT, data collection and warehousing departments to raise their profile. They are now empowered to deliver new insights, answering questions that were ignored previously and working in partnership with sales and marketing as never before.

In this forum, we will address the following questions:

  • How can back office operations, IT and data collection work more effectively with the front office to achieve business objectives?
  • How do you effectively integrate social media with the back office?
  • How do increasing needs for speed of information processing and connectivity on the back end relate to engagement and branding on the front end?
  • What are the metrics and KPIs that matter?
  • Call centers: are they a new research tool?  What is their role in providing business insights?
  • On what new analytical methods do we need to focus for best practices?
  • To what extent has social media influenced social or collaborative business?

Keynote Speaker Bio:

Dr. Natalie Petouhoff, CEO, Social Business Builders: The Results Group, Ph.D., Engineering, Social Media Measurement and ROI Best Practices Expert, former Forrester Analyst, Adjunct Professor at the Anderson School at UCLA, is also a noted author, speaker and management consultant.

Dr. Natalie has management consulting as well as organizational change management experience. As a Forrester Analyst, she wrote the world’s first social media ROI model for PR, marketing and customer service. She’s guided CRM, Customer Service, Marketing, PR and Social Media professionals and C-level executives to develop customer-facing business strategies that drive revenue and increase margins.

REGISTRATION

The seminar is open to all business, analytics and information technology managers, with an interest in Business Intelligence, Data Warehousing, Analytics and Healthcare.  There is no fee to attend our program, although pre-registration is required.  Visit the <<TDWI Chapter Registration Link >> or the <<NYC Tri-State Area Chapter>> page to register.

WHO SHOULD ATTEND:

  • Information Technology Managers, Business Analysts and Data Professionals interested in Business Transformation and Software
  • Call Center Managers, Data Collection and Data Warehouse Professionals Challenged by Big Data Collection, Analysis and Social Media
  • Marketing Executives BI/DW professionals with an interest in Social Media and ROI Measurement

Network Before, During and After the event

Follow us on Twitter: @TDWINYC

Event Hashtag: #TDWINYC

Join our LinkedIn Group: TDWI NYC Tri-State Area Chapter

What TDWINYC is about

∎ Analytics ∎ Business Intelligence ∎ Best Practices ∎ Big Data ∎ Big Data in Healthcare, Finance, Government ∎ Big Table ∎ Business Analytics ∎ Cassandra ∎ Cloud Computing  ∎ Data Warehousing ∎ Data Visualization ∎ Decision Management ∎ Hadoop Innovation ∎ IT ∎ MapReduce ∎ Operations ∎ Operations Research ∎ROI ∎ Results ∎ Social Media ∎ Business Success ∎

We look forward to seeing you!

At Social Business Builders,
we work with brands & software companies to deliver increased revenue and decreased costs.
Our Motto? Learn. Share. Grow!

@DrNatalie L. Petouhoff
310-919-8467

Want to see how to get an ROI from Social Media? Check out these fun videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media
Video 3: How Social Media Benefits the Whole Company

Here’s My book on How Businesses can Drive Sales on Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Want to get more info on the business use of social media? Connect with me here:
Twitter:
 @drnatalie
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts
Facebook: https://www.facebook.com/natalie.petouhoff

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