customer experience

customer experience

Top 5 Challenges to Getting the Most from Your Customer Communications Management Strategy Avi Greenfield, EDP Senior Manager of Product Strategy Open...

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Top 5 Challenges to Getting the Most from Your Customer Communications Management Strategy Avi Greenfield, EDP Senior Manager of Product Strategy OpenText Exstream June 14, 2017

Agenda  Customer Communications as a Driver of Customer Experience  Top Challenges to Successful CCM  Strategic Methods and Best Practices

 Benefits of Getting it Right  Q&A

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% Of senior executives put Customer Experience as one of the CEO’s top 3 priorities 3

- Source: The four pillars of distinctive customer journeys, McKinsey & Company, August 2016. OpenText Confidential. ©2017 All Rights Reserved.

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Customer Expectations In this digital age, most buying decisions are being made before contacting a vendor and more and more purchases are done online. Marketing has to adapt to be more relevant to the consumer - utilizing location, situation, and presence. OpenText Confidential. ©2016 AllAllRights Reserved. OpenText Confidential. ©2017 Rights Reserved.

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Delivering Customer Experiences that are…

Engaging

Continuous

Optimized

Engage users at every step of the decision journey to drive brand loyalty, revenue, and customer lifetime value. Connect many customer journeys and data from marketing to customer service to continuously make real-time adjustments to improve customer satisfaction. Optimize all complex operational content and process issues that lead to greater synergy and customer engagement.

Customer Experience  Not a product or a single technology  A strategy and discipline with many moving parts and participants  Need leadership, executive commitment, and connective tissue

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Key Experience Capabilities Combines content and process to deliver optimized, continuous and connected customer experiences that help increase engagement, drive revenue and maximize Customer Lifetime Value.

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Customer Communications

Enterprise CCM Services

Communications

EXPERIENCE Call Center

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A snapshot of the most important drivers – Forrester CX Index › Transact-ability • Ease of filing claims • Speed of processing • Escalation path for help

› Findability • Access to documents/information • Highlighted information • Easily navigable touchpoints

› Understandability • Statements, documents, websites • Clear language free of jargon • Not just the “what” but also the “why” All of Forrester’s CX Index™ data is confidential and for internal use only. Any external distribution is strictly prohibited. © 2016 Forrester Research, Inc. Reproduction Prohibited

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Top 5 Challenges to Successful CCM 1. CCM is disconnected – from technology and organizational perspectives 2. Content is disconnected

3. Communications not business user driven 4. Marketing is only focused on customer acquisition 5. Understanding and responding to customer channel preferences

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CCM is Disconnected Example journeys Sales and onboarding

Change to account

Product Purchase

Resolving a problem

Individual touchpoints may perform well even when the overall experience is poor Agent

Call center

Web

Support

“I want to improve ...” journey Touchpoint satisfaction

90%

85%

85%

90%

End-to-end journey satisfaction

60%

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Content is Disconnected Managing high volumes of diverse digital content is complicated Multiple Channels

Disparate Departments Separate Systems

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Top 5 Challenges to Successful CCM 1. CCM is disconnected – from technology and organizational perspectives 2. Content is disconnected

3. Communications not business user driven 4. Marketing is only focused on customer acquisition 5. Understanding and responding to customer channel preferences

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Why CEM improves when business users are involved

1 Business users understand the content and context of communications – they are able to make sure the content and messages are as timely as possible

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Business users know the customer and their needs and can make the content relevant and personalized

Business users have the opportunity to make a genuine connection – the human touch – that data alone just can’t provide OpenText Confidential. ©2017 All Rights Reserved.

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Marketing only focused on acquisition  Top of the marketing funnel gets the most attention and resources  CMO tenures are short and so is window to prove impact  Many opportunities to make an impact later in the customer lifecycle are underutilized

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Understanding and responding to channel preferences  Multiple disconnected point solutions for managing customer information  Limited ability to capture communication preferences

 Inability to deliver consistent and compelling content to digital channels … All lead to ineffective communications and missed opportunities

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A BETTER WAY TO WORK

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Strategic Methods and Best Practices Enterprise digital transformation initiatives CIO / CMO / CXO alignment Enterprise content management platforms to share content Shared services - Centers of Excellence Let business users own content and drive communciations

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CEM Strategy and Vision MOBILE

Phone

WEB

COMMERCE

BUY / ACQUIRE

PRINT

OWN / SERVE

MEDIA

VIDEO

BRAND

Continuous Customer Journey and Connected Experiences OpenText Confidential. ©2017 All Rights Reserved.

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(re)Architecting for the future Support HTML as first-class citizen in both input and output Leverage new technologies for new channels …But with support for traditional communications

Design and production, thick and thin, on-premises, cloud, managed services Compelling experiences with shared content and styles across channels

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Applications

Multi-tenant End-to-End

Centralized Resource Management

Centralized User Management

Composition and Distribution Pipeline

Optimized Engines Persistence layer OpenText Confidential. ©2017 All Rights Reserved.

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Common Asset Service (CAS) Overview  Provides central access to and storage for resources used in Exstream platform solutions • Resource examples include assets such as text content, images, rules, themes, templates, views, Design Center files and projects, and Exstream application package (.pub) files

External Content CAS Content Providers

 Common Asset Service (CAS) is the central resource repository in the Exstream platform environment

Media Management Content Server

3d Party

Common Asset Service

REST

 Many resources in CAS are versioned and can be locked/unlocked to help prevent versioning conflicts. Access levels to CAS resources can also be tied to user roles.

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Responsive HTML and HTML email  Design, preview, and deliver responsive HTML5 that displays appropriately regardless of the device or screen size. Web

Email

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e-Mail and Deliverability Considerations What type of ELECTRONIC distribution channels do you expect to use for your customer communications?

N = 675 enterprise respondents; Five responses permitted; Top 8 priorities illustrated only Source: Customer Engagement Technologies State of the Market 2016, InfoTrends 2016 OpenText Confidential. ©2017 All Rights Reserved.

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Simplifying the user experience Zero-install, controlled editing for users to quickly and easily personalize communications • Started with correspondence, expanded to quotes, proposals, and simple contracts • Use a template and data file for ad hoc, oneto-many personalized communications • Edit in context for email and non-page based communications

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Extending your investments in lead business applications

Your Packaged Quote is ready. Download here

Send to OpenText

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Design for Digital - 5

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1 Design for understanding What do you want recipients to understand?

best practices

2 Design to drive action What do you want recipients to do or not do?

Design for digital first, but don't neglect traditional channels Do recipients have a seamless crosschannel experience?

4 Design to align business user profile with the business process How do you involve business users? Do they own content and messages? Can they help personalize communications for the front office?

5 Design customer-centric communications from the inside-out and outside-in What do you do to modernize your processes and systems of interaction to deliver on consumer expectations for seamless cross-channel interactions?

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Business benefits of getting it right  Improve the customer experience  Provide the human touch  Drive retention and capture additional revenue  Provide a consistent cross-channel experience  Reduce total cost of CEM

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