1 Confidential © Copyright 2015 Avanade Inc. All Rights Reserved. Building Organizational Alignment...

1Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.

Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.

Building Organizational Alignment For World-Class Customer

ExperiencesJamie Hunt, VP Experience Design & Strategy


Every day, companies reorganize

to eliminate silos


Macy’s eliminated silos in a space that defines the silo

Opening Backstage stores to compete with discount outlets

Not segmented by merchandise type, but by shopper type (13 to 22 years old)

Mixes technology, apparel, accessories, cosmetics, food and other products

Offers the brands that shoppers expect from Macy’s


Microsoft has reorganized how it reports financial performance

Three groups align with Nadella’s goals:

Productivity and Business Processes

Cloud computing for enterprise clients

Personal Computing

Reflects a narrowing of Microsoft’s work toward business software and its other core products and a break down of silos


• They’re endemic, especially in global organizations• They focus marketing on an organizational chart• They keep you from knowing if a customer has just come from a different part of the organization

Silos are a Governance Issue

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Demolish silos from the top down instead of from bottom up


Helping a wireless challenger tackle their silos


An omni-channel experience put everyone on the same page

CustomerCare

RetailEmployees

InternalManagemen

t

Connecting everything from marketing to customer service, and from payment and order fulfillment to managing store operations


Where do you start?


Important things are simpleSimple things are hard


Understanding the difference between strategy and tactics


Following the user journey


Big Oil NarrativeBreaking down silos to create amazing customer

experiences


Big Oil had a silo problem

So they took action:

Creating a unified digital vision, strategy and roadmap

Building out their user journeys Streamlining vendors Changing budgeting Hiring a customer experience manager Empowering their digital strategists Integrating their customer care, helpdesk,

and inside sales


Big Oil Narrative

Meet Jill, a Commercial Vehicles Lubricants Buyer

Jill has been tasked with finding a new heavy duty engine oil

She begins her search by going to a few vendor sites she knows


Big Oil Narrative

She does a Google search using more specific requirements

On the Big Oil site, she learns about their heavy duty engine oils

She clicks the “Contact Us” button


Big Oil Narrative

Within the hour, Doug, a Big Oil Lubes rep, gives her a call

Jill is thrilled to be talking with someone who knows the lubes business as well as she does

Doug picks up where she left off online

So it looks like you were looking at

lubes?


Big Oil Narrative

Doug walks Jill through the products that makes sense

She clicked mostly on synthetic lubricant products, so he begins there

He notices she read about Big Oil’s environmental initiative



Big Oil Narrative

• Jill was immediately put in contact with the right person, there’s no wasted time transferring departments

• Doug sees they even qualify for a “Preferred Vendor Discount”

• Jill thanks Doug and takes the information to OF&L


• The next day, Jill receives a follow up email to see if she’s interested or needs more information

Big Oil Narrative

• With the click of a button she says “yes” and receives a call from Doug a minute later

• The deal information is already populated from yesterday’s call


• Through the Vendor Portal, Jill can track her orders, make changes, and contact Doug if she wants to

Big Oil Narrative

• The system also makes it easy for her to contact representatives in other parts of Big Oil

• She loves that just like Doug, everyone seems to already know her and OF&L’s needs


• That weekend, Jill uses her phone to search for a Big Oil station to fill-up

Big Oil Narrative

• The mobile site quickly shows her the nearest locations, complete with hours, maps, amenities, and special promos

• She signs up right there for their rewards program and Quick Pay, so she can pay for her gas from her phone


Quick Pay just let me gas up and get back on the road ASAP. Thanks Big Oil!

• Jill loves how Quick Pay makes paying a breeze

Big Oil Narrative

• While she’s gassing up, she recognizes the Environmental initiative imagery on the tank

• Jill smiles to herself, knowing whether at work or at play, she’s in good hands with Big Oil


Jill’s User Journey

DigitalTouchpoints

PhysicalTouchpoints

Customer entry

Contact Center

Contact Center

Retail Location

Search

Website

Email

Customer Portal

Mobile

Offers

Big OilTeams

These integrated systems were used to create this great customer experience:

DMP ERP CRM PIM Procurement Tools POS+ + + + +

Online Search MarketingCommerce

Online

InsideSales

CustomerService

MarketingCommerce

Online

InsideSales

CustomerService

Online

ProcurementContractMarketingCommerce

Online

MarketingCommerce

Online

Marketing Retail


It isn’t easy, but it’s necessary.

…nearly 90% of companies believe that customer experience will be their primary basis for competition.

- Gartner Research Predicts 2015: Digital Marketers Will Monetize Disruptive Forces Published: 3 November 2014

“ “To build a great customer experience, you first have to break down your silos. It’s time to get

moving.


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Q & A

Thank You!

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