Ignore Digital Experience Delivery Technologies At Your Own Peril

Stephen Powers
Ignore digital experience delivery platforms in 2015, and you’ll spend all of 2016 playing catch up.
 
Since 2013, no fewer than eight vendors announced enterprise-class solutions vying to offer integrated, business-centric tools to create, deliver, measure, and optimize digital experiences. Just this week, French advertising giant Publicis Groupe acquired Sapient for $3.7 billion, and the second bullet of its press release, announced Publicis.Sapient, a new platform “focused exclusively on digital transformation and the dynamics of an always-on world across marketing, omni-channel commerce, consulting and technology.”
 
In our new document, “Predictions 2015: Digital Experience Delivery Platforms Become Flexible Or Lose Momentum,”  we share why we think that 2015 is the year that application development and delivery (AD&D) and digital marketers’ worlds collide – shared platforms, customer data, budgets, and priorities will emerge within B2C and progressive B2B enterprises. Now is the time for progressive digital customer experience technology leadership — from all corners of the organization — to come together to end the patchwork strategies of the past.
 
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Leverage the Power Of Proactive Chat For Predictive Engagement

Kate Leggett

Chat as a customer engagement channel is being used more widely today than ever before. All demographics use it widely, even the Older Boomers (ages 57 to 67) and the Golden Generation (ages 68+). Users are satisfied with chat interactions as they can be less painful than a phone call or a self-service session gone awry. Proactive chat  — triggering of chat invitations based on a predefined set of visitor behaviors - is also on the rise, with 44% of  US online consumers saying that they like having a chat invitation appear to help answer questions during an online research or purchase, up from 33% in 2012 and 27% in 2009.

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Just Published: The Forrester Wave--Cross-Channel Campaign Management, Q3 2014

Jason McNellis

I cut my teeth as a data analyst helping brands communicate more effectively—building segmentation and targeting models that differentiated contact frequency, offers, and messaging across a brand’s customer base. But in the face of today’s more empowered customers building static scoring models and relying on batch-based campaigns is insufficient to win, serve and retain customers. Today most enterprises rely heavily on technology to help them interact with customers across channels, and as we evaluated in the newly published Forrester Wave: Cross Channel Campaign Management, Q3 2014, brands have several compelling choices.  

We identified, researched, and scored solutions from nine vendors: Adobe, IBM, Infor, Pitney Bowes, RedPoint Global, SAP, SAS Institute, SDL, and Teradata. Our approach consisted of a 41-criteria evaluation; reference calls and online surveys of 96 companies; executive briefings; and product demonstrations.

We identified four leaders in this mature, but evolving category. What sets leaders apart?

  • Depth of cross-channel capabilities. Leaders consistently received high scores in cross-channel data integration capabilities, which includes cross-channel customer identification and centralized response history management. But the purpose of collecting this data is so marketers can make smarter—more customer obsessed—decisions. Not surprisingly then, leaders also receive high marks in areas of interaction management such as cross-channel decision management and real-time analytics.  
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Forrester's Top Trends For CRM In 2014

Kate Leggett

I'm moving into covering the greater CRM space, yet still retaining a deep focus on customer service technologies. Now-retired analyst extraordinaire, William Band and I put together our top trends for CRM in 2014. These trends are all about leveraging strategies and technologies for better understanding, connecting with, serving, and delighting customers. You can access the full CRM Trends Report for 2014 here.

Trend 1: Companies Strive To Be Experience Driven. In 2014, we predict that an increasing number of  organizations will adopt a more-disciplined approach to customer experience transformation. You can advance your organization's customer experience maturity by following a four-phased path: repair, elevate, optimize, and differentiate. To help enterprises excel at CX, leverage Forrester's framework that outlines 40 essential practices across six disciplines: customer understanding, measurement, governance, strategy, design, and culture.

Trend 2: Enterprises Will Embrace Tools That Create An Outside-In Perspective. To make meaningful improvements, organizations must align their customer experience ecosystems. That requires understanding customers' deep needs, viewing interactions from the customer's perspective, and socializing customer insights - and organizations will embark on this journey in 2014.

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Forrester's Top Trends For Customer Service In 2014

Kate Leggett

In the Age Of The Customer, executives don’t decide how customer-centric their companies are – customers. In an attempt to move the needle on customer service operations, in order to keep customers satisfied and loyal to your brand, these are the top trends that you should be paying attention to. You can get my full report here.

DELIVER PAIN FREE CUSTOMER SERVICE

Trend 1: Customers Demand Omnichannel Service

Customers want to use a breadth of communication channels for customer service. Across all demographics, voice is still the primary communication channel used, but is quickly followed by self-service channels, chat and email. In addition, channel usage rates are quickly changing. Customers want consistent service experiences across these channels. They also expect to be able to start an interaction in one channel and complete it in another. In 2014 and beyond, customer service professionals will work on better understanding the channel preference of their customer base, and guiding customers to the right channel based on their on the complexity and time-sensitivity of their inquiry.

Trend 2: Customer Service Will Adopt a Mobile-First Mindset

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Verint Acquires KANA And Ushers In The Next Wave Of Consolidation In The Greater Customer Service Space

Kate Leggett

Today's news of  Verint's  intent to acquire KANA ushers a new wave of consolidation in the greater customer service space. Today’s customer service technology ecosystem is complex and comprised of a great number of vendors that provide overlapping and competing capabilities. I’ve previously blogged about what these critical software components are.  In a nutshell, the core capabilities needed for customer service include:

  • Routing and queuing: providing the ability to route and queue an inquiry – whether voice, digital (ex. email, chat), or social to an agent or a group of agents
  • Agent desktop/case management: Allowing cases to be created, workflowed, and resolved.
  • Workforce management and optimization: Allowing agent interactions with customers to be monitored for quality; allowing agent scheduling, forecasting, performance management, coaching, learning etc.
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Et Tu, Adobe?

Rob Brosnan

Adobe Cesareans Cross-Channel From The Email Market

Say hello to my little CPM!
Image Source: Ronald Grant Archive

Over the summer, we were all treated to an abundance of headlines proclaiming that Adobe, Oracle, and Salesforce were engaging in a marketing cloud war. Yet the relevant acquisitions — Neolane, Eloqua, and ExactTarget, respectively — only engaged in border skirmishes, since each focused on the distinct, yet adjacent, markets of campaign management, B2B marketing automation, and email marketing. Indeed, each of the strategic acquirers either already had partnership agreements in place or agreed to partner on the heels of the acquisitions.

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Forrester’s Customer Experience Forum Is Coming To London November 19th and 20th!

Harley Manning

Although it seems like Forrester’s Forum For Customer Experience Professionals West in Los Angeles just happened, we’re now just three weeks away from Forrester's Forum For Customer Experience Professionals EMEA in London.

I can’t tell you how excited I am about how the London event is shaping up.

On second thought, I can tell you. Read on!

This year’s theme is “Boost Your Customer Experience To The Next Level.” What’s that about? Well, we know from our research that companies are at wildly varying levels of customer experience maturity, ranging from not having gotten started yet to pulling even further ahead of competitors through CX differentiation. That’s why we’ve tailored this event to show attendees the one sure path to CX maturity and provide detailed guidance on how to advance along that path.

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7-Part Series On Customer Service Technology, Part 5: Technology Maturity

Kate Leggett

Good customer service is the result of the right attention to strategy, business processes, technology, and people management. This seven-post series focuses on customer service technology and explains the what, why, how, and when technology questions.

Part 1 reviewed the customer service technology ecosystem.

Part 2 reviewed the challenges caused by the complexity of this technology ecosystem.

Part 3 reviewed the tactical outcomes of poor customer service.

Part 4 focused on the ways that the customer service technology ecosystem is changing.

Let’s now focus on the how we categorize customer service technologies by their maturity and business value delivered.

 

Technology ecosystem phase

Technologies for customer service

Why technologies are categorized in  this way

Survival

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Make Story-Telling The Goal Of Customer MDM

Michele Goetz

It is easy to get caught up in the source and target paradigm when implementing master data management. The logical model looms large to identify where master data resides for linkage and makes the project -- well -- logical.

If this is the first step in your customer MDM endeavor and creating a master data definition based on identifying relevant data elements, STOP!

The first step is to articulate the story that customer MDM will support. This is the customer MDM blueprint.  

For example, if the driving business strategy is to create a winning customer experience, customer MDM puts the customer definition at the center of what the customer experience looks like. The customer experience is the story. You need to understand and have data points for elements such as preferences, sentiment, lifestyle, and friends/relationships. These elements may be available within your CRM system, in social networks, with partners, and third-party data providers. The elements may be discrete or derived from analytics. If you only look for name, address, phone, and email, there is nothing about this definition that helps determine how you place that contact into context of engagement.

Ultimately, isn’t that what the business is asking for when they want the promised 360-degree view of the customer? Demands for complete, relevant, and timely are not grounded in the databases, data dictionaries, and integration/transformation processes of your warehouses and applications; they are grounded in the story. 

So, don’t start with the data. Start with the story you want to tell.