Evolving from Data Overload to

CUSTOMER

Enterprise Customer Experience

Presented by: Mitch Lieberman

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This is Customer Experience

a superset of sensations, emotions and perceptions felt by your customers

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Sharing of Experiences

happens across the physical world

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and Sharing of Experiences

happens within the digital world

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Experience is not a Process

an experience is visceral, an individual response to stimulus (or lack of)

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Enterprise Customer Experience The Future of CRM

The people, internal processes and technology required to listen, guide and engage your customers in the digital world.

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Consider the Landscape

See the world as your customers do, consider their view and their perspective

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Rivers of Data

The volume and velocity of data is a blessing and curse – the value is information and insight

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Too Much

Just because it is all available to you, does not mean you need to consume it all

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The Perfect Dish

Information and insight are the true objectives, either act on what is measured, or do not measure

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Are You Listening,

Or Waiting To Talk?

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Listen to Understand

Monitoring, filtering and prioritizing are the starting point understanding is the goal

Filtering image

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Community Engagement

Stay close to your customers and let them know that you care and are there to help

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Interactions

Whether in person or digital, each is an opportunity to learn and act

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Context Transforms Data

Data without context, such as time, location, along with customer information lacks value

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The Objective is Insight

Through the fog of data, it is a critical piece of information can make all the difference

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Data has Value

For every two degrees the temperature goes up, check-ins at ice cream shops go up by 2%.

– Andrew Hogue, Foursquare

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Data can be Manipulated

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Context

Bridging the gap between trust and reputation, between you and your customers

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Just out of Reach

That emotional connection with your customers; it takes real effort to achieve

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Mirror Image

A customer’s experiences with your products and services are a reflection of your culture

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Service Excellence

An harmonious dance among people, process and technology

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Perspective

Customer experience is not what you design, it is what the customer perceives it to be

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Collaboration is Required

“customer experience is a team sport”Kerry Bodine, Forrester

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at the End of the Day

Consider your customer’s needs and jobs-to-be done via an outside-in approach

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Charting the Course

To Enterprise Customer Experiences

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Social Media Initiatives Mature

• Beyond Departments• Beyond ‘Likes’ and ‘Follows’• Beyond ‘shooting from the hip’• Beyond Uncoordinated efforts

Towards Digital Programs

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Digital Communication Programs

• With Coordination• With Defined Success Metrics• With Emergent Analytics• With Modest Governance

Teeing up Social CRM

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Social CRM is the Starting Point for Enterprise Customer Experience

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The Value of Social CRM

• Coordinated Customer Facing Programs

• Technical and Business Integration• Advanced Analytics Leading to

Insights• Personal Interactions and

Engagement

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The Evolution of CRM

• Social CRM is Consumed by CRM• Front to Back Office Coordination• Repeatable Process, Governance• Community, Content, Collaboration• Universal Access to Information

Is Social CRM Part of CRM?

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YES!!

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A Completed Enterprise CustomerExperience Vision:

• Directed, Personalized Interactions• Predictive Analytics• Customer Insight and Expectations• Conversational Communications• A Collaborative Organization

(Culture)• Social Business Maturity

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Jump in

Are you ready to take the plunge?

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Thank You!

@mjayliebsmitch.lieberman@dri-global.com

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