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#CXNYC
Brendan Witcher
Vice President, Principal Analyst
Forrester
@BrendanWitcher
#CXNYC
CX Innovation:
Customer Obsession
Through Data Mastery
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What is the value
of a shopping cart?
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Each time a consumer is
exposed to an improved
digital experience,
their expectations for all
experiences are reset to a
new higher level.
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61% “I’m unlikely to return to a website that does not
provide a satisfactory customer experience.”
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2014 Strategy
“We need to be customer obsessed…”
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“We want…”
is a very different statement than
“Our customers want…”
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Convenient. Simple. Easy.
“Without data, you’re just another person
with an opinion.”
― W. Edwards Deming
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Think for a moment: how many
parts of your business are being
run by opinions?
Think for a moment: how many
parts of your business are being
run by opinions?
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Organizations are a
long way from using
data to build better
experiences.
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Companies fall into
four categories of
maturity in working
with data.M
atu
rity
Use of data in strategic decision making
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Data-averse: We use
data for decision
making, but only at
tactical-levels.
Ma
turi
ty
Use of data in strategic decision making
Data-averse
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Data-aware: We
know we need to,
but are just getting
started using data
for strategy.M
atu
rity
Use of data in strategic decision making
Data-averse
Data-aware
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Data-driven: We use
data to support
strategic decisions
we’ve already made.
Ma
turi
ty
Use of data in strategic decision making
Data-averse
Data-aware
Data-driven
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Data-led: We avoid
preconceived
notions, and use
data to drive
strategic decisions.M
atu
rity
Use of data in strategic decision making
Data-averse
Data-aware
Data-driven
Data-led
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2018 Strategy
“We need to be customer obsessed…
which requires us to be data-led.”
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Customer obsession through data mastery
is the key to CX success with initiatives that
matter most in 2018 and beyond.
Profile Sentiment
Affinity
Behaviors
Attitudes
Content
Context
Identity
Accounts/IDs
Tech ownership/use
Demographics
Preferences
Disposition
Memberships/
networks
Affiliations
Feedback
Ratings/opinions
Interactions
Transactions
Marketing responses
Testing responses
Time/location
Environment
Situation
Journey/activity
Social media
Applications
Files
Public records
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Omnichannel Commerce
Engagement Fulfillment Product/PriceCustomer’s path to
purchase is a
connected journey.
Customer sees
consistent content
and price/promotions.
Customer can buy
anywhere and fulfill
orders anywhere.
View of the CustomerCompany has enabled identification of
the customer across all touchpoints.
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Culture
Organization
Technology
Metrics
Making The Move To Becoming Data-Led
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Making The Move To Becoming Data-Led
❑ Consolidate data from both internal databases and external
partners into a single repository.
Making The Move To Becoming Data-Led
❑ Consolidate data from both internal databases and external
partners into a single repository.
❑ Build a roadmap for filling digital gaps in the collection
of customer data across the enterprise.
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Making The Move To Becoming Data-Led
❑ Consolidate data from both internal databases and external
partners into a single repository.
❑ Build a roadmap for filling digital gaps in the collection
of customer data across the enterprise.
❑ Design digital touchpoints that motivate customers to
self-identify - offer perceivable value in exchange for data.
Making The Move To Becoming Data-Led
❑ Consolidate data from both internal databases and external
partners into a single repository.
❑ Build a roadmap for filling digital gaps in the collection
of customer data across the enterprise.
❑ Design digital touchpoints that motivate customers to
self-identify - offer perceivable value in exchange for data.
❑ Look for quick wins in using data to help shift the culture and
organization to one that is data-led.
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Thank youBrendan Witcher