Post on 13-Jan-2015
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SDL Proprietary and Confidential
Around the world in one dayPhileas Fogg and CXMOtto de Graaf, VP Strategy & Acquisitions
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The digital revolution has only started
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Only 1/3 of world population has internet access
2/3 of the world left to go
Smartphone sales overtook PC sales in 2011
Overtook feature phones April 2013
World 2013 GDP growth forecast (percent)
Where will the opportunity be?
Source: IMF World Economic Outlook April 2013
Economic growth strongest driver for internet growth
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Esoko, Ghana: Mobile phone system serving farmers
60% mobile phone penetration
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Major role of mobile and social channels in Arab spring
Driven by political and social factors
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India, 70% rural population, 72% mobile phone penetration
69% multimedia capable phones
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Different behaviors in emerging markets
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Chinese emerging middle class
10% of population, 40% in 2020
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Vatican City, Pope announcement 20052013
Michael Sohn / AP
Luca Bruno / AP
International differences in motivations for sharing
ALTRUISTIC SHARING STATUS BROADCASTING
My network’s and individual friends’ interests
To amuse my network, laugh
Work related
Headline will get attention
Show what I’m interested in
Reasons for sharing news content with friends/family
SDL research conducted for CNN
Economies drive the business context…
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Increasing existing customer value/
customer lifetime value
Delivering best of breed experiences
Driving customer service efficiencies
Focus on competitive differentiation
Focus on efficiency
SDL CXM Survey
6 regions and languages781 respondents
Research conducted in Q2 2013
Tag management
SEO/SEM
Predictive modeling
Translation technologies
Change Management
Media & video management
Mobile and application analytics
Localization & translation services
Mobile experience
Mobile messaging
Digital asset management
Voice of the Customer Programs
Multi channel campaign management
Live chat
Targeting & recommendation engine
Mobile app development
Data warehousing
Web analytics
Community management
Innovation Consulting
CRM
Spend Optimization
Social media monitoring
Strategic consulting
Loyalty/ reward program management
Real time analytics
Business Intelligence
Social media engagement
E-commerce
Call center technologies
Customer insight services
Social media strategy
Web content management
Email marketing
Customer Service Solutions
Data management
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Technology & service areas associated with CXM
SDL CXM Survey
6 regions and languages3500 respondents
Research conducted in Q2 2013
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Obvious mistakes
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Obvious mistakes
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Obvious mistakes
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The culturally inappropriate
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The culturally inappropriate
A globalperspective on CXM
Defining a global customer experience strategy
Three business requirements for Global CXM
Your ability to align your organization across channels, markets,
languages and teams
Your understanding of your audiences’
interests and motivations
Creating relevant experiences for your
customers regardless of channel
Insights
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• Baseline of cultural understanding for major markets
• Augment VoC programs with culturally aware social intelligence
• Create localized customer journey maps
PRE-PURCHASE
POST-PURCHASE
PURCHASEMultimediaVideo Data
CRMData
Transactional Data
Web Analytics
Email & SMS Analytics
AppAnalytics
Geographic &Demographics
Data
SocialConversations
TraditionalTouchpoints
InteractiveTouchpoints
DigitalTouchpoints
Orchestration
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Workflow
Content
Governance
Localization
SystemsIntegration
CX CentricOrganizations
Marketing & Sales
Research &Development
CustomerService
• Design your CX strategy with multiple markets in mind
• Establish clear governance rules where CX is centralized and where it is localized
• Create a global CX council
Contextual Experiences
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• Blend profile, history and situation to contextualize the experience
• Choose the appropriate experience depending on market, touch point and cost
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Optimizing CXM for the world’s top brands
2700Employees Worldwide
Founded in 1992
72 out of the top 100 global brands work with SDL
Publicly traded company (LSE:SDL)
$430M
Leading Global CXM Capabilities• Prediction &
real-time targeting
• Analytics
• Campaign management
• Content management
• Globalization management
• Omni-channel delivery
Rated number 1 in web content management for Customer Experience
#1
Driving $14B in online revenue annually with our ecommerce technology
Enabling companies to communicate with customers in 100+ countries
7 BILLION words translated every month
Powering marketing campaigns for 400+global brands
annual revenue
70 offices
38 countries
1500 enterprise customers
Thank You!Thank You!
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www.sdl.com/forresterlondon
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marks, images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied,
used or distributed except as authorised by SDL.
Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks,
images and logos are the property of their respective owners.
This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or
distributed except as authorised by SDL.