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How to win in the digital business era with better CX
Nigel Fenwick Vice President, Principal Analyst CIOs, Forrester ResearchJames McCormick Principal Analyst, Customer Insights Professionals, Forrester Research
@NigelFenwick@JFMcCormick
Nigel Fenwick & James McCormick
How To Win In The Digital Business Era With Better CX
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3© 2016 Forrester Research, Inc. Reproduction Prohibited
Source: Birds Wallpapers
Predator?
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4© 2016 Forrester Research, Inc. Reproduction Prohibited
Or Prey?
Source: Birds Wallpapers
© 2016 Forrester Research, Inc. Reproduction Prohibited
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5© 2016 Forrester Research, Inc. Reproduction Prohibited
Sales not
influenced by
digital
Sales influence
d by digital
By 2020,47% of exec’s expect
digitalto influence
>50%of sales.
Source: “The State Of Digital Business, 2015 To 2020” Forrester report
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6© 2016 Forrester Research, Inc. Reproduction ProhibitedSource: Forrester/Odgers Berndtson Q3 2015 Global Digital Business Online Survey
2014 2015 2016 2017 2018 2019 20200%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Predators
Transformers
Dinosaurs
Base: 435 respondents
% of business influenced by digital
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It’s time to rethink how your business will create value for your future customers
Old New
Digital prey Digital predator
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8© 2016 Forrester Research, Inc. Reproduction Prohibited
The #1 success factors of predators
New sources of value Customer experiences
Cus
tom
erob
sess
ed
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There are two sides to the CX story
New sources of
value
New expectations
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10© 2016 Forrester Research, Inc. Reproduction Prohibited
“10 years ago inside GE, we would say software is just not our business.Now I think it's maybe one of the most important themes around the company… I'm now going back to school on software and analytics”- Jeffrey Immelt, CEO General Electric
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11© 2016 Forrester Research, Inc. Reproduction Prohibited
Needs Desires
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12© 2016 Forrester Research, Inc. Reproduction Prohibited
Experience Expectation Perceived Value
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13© 2016 Forrester Research, Inc. Reproduction Prohibited
There is nothing more frightful than ignorance in action. – Goethe
Image source: https://en.wikipedia.org
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14© 2016 Forrester Research, Inc. Reproduction Prohibited
Drive systems of engagement with system of insights
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15© 2016 Forrester Research, Inc. Reproduction Prohibited
Digital intelligence evolution
Source: The “Optimize Customer Experiences With Digital Intelligence [61276]” Forrester report.
2000 to 2006 2011 to present1993 to 1999 2007 to 2010
Web server logs
Web analytics Digital analytics Digital intelligence
THE GOLDEN AGE OF WEB ENGAGEMENT
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16© 2016 Forrester Research, Inc. Reproduction Prohibited
Experience Expectation Perceived Value
Voice-of customer metrics
Digital performance metrics Contextual metrics
Channel metrics
Life-cycle metrics
Conversion metrics
Social metrics
Attribution metrics
Competitive metrics
Optimization metrics
A complete set of metrics for understanding digital engagements
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17© 2016 Forrester Research, Inc. Reproduction Prohibited
Voice-of customer metrics
Digital performance metrics Contextual metrics
Channel metrics
Life-cycle metrics
Conversion metrics
Social metrics
Attribution metrics
Competitive metrics
Optimization metrics
@NigelFenwick@JFMcCormick
18© 2016 Forrester Research, Inc. Reproduction ProhibitedSource: The “Instrument Your Business With Digitally Intelligent Measurement [74122]” Forrester report.
Metrics for a holistic view of customer engagement
Voice-of customer metrics
Digital performance metrics
Contextual metrics
Channel metrics
Life-cycle metrics
Conversion metrics
Social metrics
Attribution metrics
Competitive metrics
Optimization metrics
Customer experience measurement
Customer relationship measurement
Comparative insights measurement
Digital intelligence measurement
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19© 2016 Forrester Research, Inc. Reproduction Prohibited
Traditional systems of insights haveengagement blind spots
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20© 2016 Forrester Research, Inc. Reproduction Prohibited
DataTag
managementData
warehousing
OptimizationRecommendationsOnline
testingBehavioural
targeting
Analytics
Webanalytics
Voice ofthe customer
Spatial analytics
Socialanalytics
Predictive analytics
IoTanalytics
Interaction analytics
Cross-channel attribution
Application analytics
Digital touchpoints
Customer context and behavior
The complete digital intelligence architecture
Source: The “TechRadar™: Digital Intelligence, Q2 2016 [76021]” Forrester report.
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21© 2016 Forrester Research, Inc. Reproduction Prohibited
Application performance management
DataTag
managementData
warehousing
OptimizationRecommendationsOnline
testingBehavioural
targeting
Analytics
Webanalytics
Voice ofthe customer
Spatial analytics
Socialanalytics
Predictive analytics
Digitalperformance management
IoTanalytics
Interaction analytics
Cross-channel attribution
Application analytics
Digital touchpoints
Customer context and behavior
Digital performance managementAPM FOR DIGITAL INTELLIGENCE
Source: The “TechRadar™: Digital Intelligence, Q2 2016 [76021]” Forrester report.
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22© 2016 Forrester Research, Inc. Reproduction ProhibitedSource: The “Brief: Take Application Performance To The Next Level With Digital Performance Management [128141]” Forrester report.
DPM optimizes performance actionsUnderstanding the different performance needs of diverse customers
Delivering the right performance to the right audiences
Opens up the possibility of performance driven optimization
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2323© 2016 Forrester Research, Inc. Reproduction Prohibited
Building your digital intelligence practice
Ownership Structure: Hire and organize analytics staff to support the digital business model across the enterprise
Technical Approach: Bring together multiple technical components for data management, analysis, and actionability
Metrics & KPIs: Collect a swath of measurements including those that help understand customers and gauge business success of touchpoints
Optimization:Apply a continuous optimization approach across the lifecycle that can scale using automation and advanced analytics
Strategic Approach: Align the digital
intelligence strategic
components to support customer
obsession
Source: The “Elevate Customer Obsession With A Digital Intelligence Strategic Plan [116872]” Forrester report.
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2424© 2016 Forrester Research, Inc. Reproduction Prohibited
Learn from each moment to evolve the next
Image Source: Flickr (www.flickr.com)
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© 2016 Forrester Research, Inc. Reproduction Prohibited 25
Evolves & optimizes engagement
Leverages every customer interaction
Evolves customer understanding
Evolves interaction treatment
Customer interaction
Customer understanding
Customer treatment
Intelligent and continuous optimization…
Source: The “Transform Customer Experience With Continuous Optimization [116870]” Forrester report.
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26© 2016 Forrester Research, Inc. Reproduction ProhibitedSource: Blog: http://apmblog.dynatrace.com/2015/12/14/only-4-days-to-premiere-of-star-wars-the-force-awakens-digital-performance-is-essential-for-related-sites/
APM is blind to CX impact
Content update may increase visitor appeal but…
…the site slowed down because the update increased the number of page objects
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27© 2016 Forrester Research, Inc. Reproduction ProhibitedSource: Dynatrace report: “Going beyond page load speed to optimize customer experience” http://www.dynatrace.com/content/dam/en/cs/t-mobile.pdf
Linking conversion and performance metrics focuses optimization effort
Costs reduced with online self-service useWith five poorly performing pages conversion rate drops and cost savings drop by over 50%When all pages are performing poorly the savings drops by over 80%
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28© 2016 Forrester Research, Inc. Reproduction ProhibitedSource: http://www.soasta.com/wp-content/uploads/2015/08/Nordstrom_CS.pdf
Combine multiple types of insights to optimize CXRight before its anniversary sale saw declining customer satisfaction
Linked data from RUM system with server side data
Proactively tune performance front to back
Gained intelligence of how real user experiences impacted business
RUM
VoC
Infrastructuremetrics
Digital intelligence
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29© 2016 Forrester Research, Inc. Reproduction Prohibited
Accelerate Your Adoption Of Digital Intelligence
Board level support
Partner support
Start small…
be agile & iterative
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forrester.com
Thank youJames McCormickTwitter: @[email protected]
Nigel FenwickTwitter: @NigelFenwickhttp://bit.ly/nigelblog
The Digital PerformancePlatform
Makes real-time information about digital services, and their users, visible and actionable by everyone in an organization
Gain strategicinsights
Increaseconversions& revenue
ImproveMTTR &
MTBF
Optimizespend
Deliver on user sat &
SLAs
Improvereleasequality
Reduceunplanned
work
Releasecapabilities
faster
Keep up with the pace of change
Uncover new business insights
Identify and prevent problems
Protect & grow brand
DigitalBusinessOwner
Development Operations
UnifiedUser & App
Insights
Increased salesand engagement
OperationalexcellenceInnovation
acceleration
UnifiedUser & App
Insights
Unifieduser & app
insights
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#1Gartner Market Share
90%Customer Sat score
750R & D Technical Experts
This is Dynatrace:• Digital performance market
leader• Leading customer satisfaction• Largest expertise in digital
performance
8,000+ customersIncluding:
• 19 of the top 20 online retailers
• 9 of the top 10 US banks
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Performance for the digital era
Confidential, Dynatrace LLC