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CUSTOMER EXPERIENCE
© 2017 All Rights Reserved. MarTech Advisor.
MTA's "BEST OF...."COMPILATION SERIES 2017
BEST OF...
CHITRA IYER
EDITOR-IN-CHIEF, MARTECH ADVISOR
Chitra
Note from the Editor
Hello! Welcome to the first of our “Best Of…’ compila�on
series. Every month as we sit over our content strategy, we
are struck by how much valuable, awesome content we have
built up over the years for each of our 48 martech categories.
And we wanted to share that back with our audiences in a
fun, quick read that highlights the best of the category over
the year. With over 700 prac�cing professionals contribu�ng
as Guest Authors, more than 200 interviews with CMOs and
CXOs, and literally thousands of features and news stories, it
is a hard pick indeed. So, if we have missed any par�cular
piece that you happened to love, we apologize. Tell
me which category you want to see in the next issue by
emailing me: or tweet me [email protected]
@MoreMarInTech and I’ll try and make your wish my
command!
Enjoy this compila�on.
© 2017 All Rights Reserved. MarTech Advisor.
© 2017 All Rights Reserved. MarTech Advisor.
CONTENTS
Guest Author Posts Page 2 - 42
Category Advisor Insights Page 5 - 63
Welcome Onboard! Page 11
Best of MarTalk Execu�ve Interview Series Page 7 - 84
Top Picks from our Staff Writers Page 95
From the MTA News Desk Page 106
About MarTech Advisor Page 117
1© 2017 All Rights Reserved. MarTech Advisor.
HERE’S OUR TOP CX/UX COLLECTION
QUOTES,STATS AND HIGHLIGHTS FROM MTA GUEST POSTS,
INTERVIEWS, RESEARCH
FEATURES AND NEWS IN 2017.
THE BEST OF SNIPPETS,
WELCOME ONBOARD!
2© 2017 All Rights Reserved. MarTech Advisor.
Make it personal and relevant
Make it valuableand entertaining
Make it availabledigitally
everywhere
Make it rootedin the most compelling storytelling
medium
GUEST AUTHOR POSTS
But what should the technology offer? Read more...
Everybody’s talking about customer experience these days. Like a flashy new car or a hot new fashion label, CX is “in”.
By , CEO of SundaySky Jim Dicso
1
3© 2017 All Rights Reserved. MarTech Advisor.
— Resolve to measure (and measure everything): A real CX strategy requires constant, con�nuous measurement of your customers’ experience during their en�re journey.
— Get beyond conversion metrics: Conversion metrics are outdated, Contribu�on is the new metric.
— Benchmark against best-in-class: Do more benchmarking.
— Make new friends: If the customer journey intersects with another department within your organiza�on, invite them to the table.
— Socialize your CX data: Get in to the habit of socializing your CX data and insights throughout your organiza�on.
Managing and improving your organiza�on’s CX is no small task, but doing so can prove very valuable. For those that are serious about making CX standout, make sure you don’t forget these five CX resolu�ons. Read more.
GUEST AUTHOR POSTS
By , Vice President, Marke�ng at ForeSeeEric Feinberg
2
By , SAP Global Manager of Consumer IndustriesLori Mitchell-Keller
Marke�ng opera�ons capability
and Func�on
Customer Centric Strategy
Alignment MarTech Stack
Skills Capacity
Data Insights
Results
4© 2017 All Rights Reserved. MarTech Advisor.
Of customers are willing to pay more for a be�er customer
experience. (American Express)
68%
By , Principal Partner and Chief Strategy Officer of The Pedowitz GroupDebbie Qaqish
Four Characteris�cs of a Customer-Centric Marke�ngOpera�ons Organiza�on
GUEST AUTHOR POSTS
3
4
Marke�ng Automa�on has a pivotal role in customer experience. What sets marke�ng ops apart is that 70 percent of the respondents studysee the func�on as a strategic resource for customer acquisi�on.Read more...
Read More
5© 2017 All Rights Reserved. MarTech Advisor.
Consistency is cri�cal to brand credibility
Understand the power, emo�on has on your brand
Processes should be aligned to customer expecta�ons notorganiza�onal bureaucracy
Close the loop on customer solicited feedback or don’t ask for it
5 Customers expect results from social customer care
4
3
2
1
1
2
Chris�ne CrandellCategory Advisor for Customer Experience
MarTech AdvisorMore insights from Chris�ne Crandell
CATEGORY ADVISOR INSIGHTS
6© 2017 All Rights Reserved. MarTech Advisor.
Understanding Customer
Experience
Using the Map
Details
Crea�ng the Map
3
CATEGORY ADVISOR INSIGHTS
7© 2017 All Rights Reserved. MarTech Advisor.
Patrick Mahoney, President and CEO of IEEE GlobalSpec discusses leveraging technology to strengthen client rela�onships, driving efficiency through strategic investments in martech and the double-edged sword that is marke�ng technology. Devoted husband, proud father of four, Patrick is a loyal SJU Hawks fan, especially during March Madness. Read on…
Patrick Mahoney
Jeremy Allen, Senior Director of Business Development from Digital Success elaborates on extending the best experiences to brands, the appeal of design within technology and breaking down silos to synergize compartments. Read on… Jeremy Allen
Troy Smith, Founder and President at Search Op�cs discusses the challenge in mul�-channel a�ribu�on, providing the best results through the most common channels and the biggest complexi�es involved in dealing with global business intelligence. His mission with his cofounders at Search Op�cs – to offer brand new perspec�ves and capabili�es for interac�ve marke�ng strategies. Read on…
Troy Smith
Neal Sharma, Co-Founder and CEO of DEG discusses the need to standardize pla�orms, marke�ng to the moments customers are in at any given point in �me and the pace of technological change. Neal is commi�ed to entrepreneurship and civic advancement, proudly serving as a board member for Alliance for Childhood Educa�on. Away from the office, Neal enjoys spending �me and traveling with his wife, two daughters and son. Read on…
Neal Sharma
BEST OF MARTALK EXECUTIVE INTERVIEW SERIES
Mar
STACKTASTIC
Ryan Hollenbeck, SVP Global Marke�ng at Verint reiterates the need for aligning service and marke�ng by reading interac�ons through various service channels. He speaks about analyzing digital footprints to measure customer-ini�ated feedback and how the next big thing for enterprises wil l be possible with ac�ve l istening and proac�ve feedback. When he’s not focused on new innova�ons shaping customer experience,technology and marke�ng, Ryan enjoys spending �me at the beach with his family and Great Dane, reading and exploring history, and of course hearing about what his son and daughter are doing in their budding IT and fashion industry careers. Read on…
Nick Francis, CEO at Help Scout discusses why marketers should focus on improving CX instead of ge�ng infatuated with tools and technologies. He speaks about using AI to enable helpdesk efficiency and why companies need to see customer support as a crucial data-gathering tool rather than a mere entry- level func�on. He emphasizes why organiza�ons must manage customer expecta�ons as per the channel the customers interact in and
cites how chat support requires quicker response �mes than email support. Nick is very passionate about challenges and solu�ons in the customer service industry and was named one of Entrepreneur’s ‘Young Millionaires’ in 2016. Read on…
8© 2017 All Rights Reserved. MarTech Advisor.
BEST OF MARTALK EXECUTIVE INTERVIEW SERIES
Mar
SELECT
3© 2017 All Rights Reserved. MarTech Advisor.
Marke�ng Strategies That Ma�er During the ‘Big Game’for Brands to Pack a Punch. Read on...
By Editor, MarTech Advisor Shabana Arora
—
How Marketers Can Use AI to Tune into Planet-LovingProspects. Read on...
By Associate Features Editor, MarTech Advisor Sneha Nalawade
—
Re-envisioning Mother’s Day Marke�ng Strategies in 2017.Read on...
By Editor, MarTech Advisor Shabana Arora
—
9© 2017 All Rights Reserved. MarTech Advisor.
TOP PICKS FROM OUR STAFF WRITERS
A roundup of the most interes�ng news from the world of CX this year
Product Releases and Updates:
Medallia Unveils Next-Gen Customer Experience Management Pla�orm. Read on...
Zendesk and Fabric Integrates To Offer Seamless In-App Experience.Read on...
Qualtrics Unveils Qualtrics iQ to Empower CX Professionals. Read on...
Totango Introduces Zoe, a Slack-based Bot to Facilitate Teams on Customer Management. Read on...
[24]7 Introduces Customer Journey Analy�cs Solu�on to Augment CX. Read on...
Genesys Enhances its Customer Experience Pla�orm with G-NINE. Read on...
Verint Introduces CX Consul�ng Capabili�es and Packaged Services. Read on...
OrderGroove Secures $20 Million Funding to Fuel Fric�onless Commerce Innova�on. Read on...
Funding Updates:
10© 2017 All Rights Reserved. MarTech Advisor.
FROM THE MTA NEWS DESK
Named among the top ten publica�ons read by B2B CMOs by Forbes magazine, MarTech Advisor is one of the fastest growing Media brands providing unbiased news, industry research, so�ware recommenda�ons, and aggregated job opportuni�es for marke�ng professionals.
Our community includes highly engaged thought leaders (read: CMOs and marke�ng
experts) that regularly contribute and par�cipate on MarTech Advisor. Leading
Marke�ng Technology brands like Salesforce, IBM, SharpSpring partner with
MarTech Advisor to reach these highly engaged audiences and drive improved
marke�ng performance across the funnel.
11© 2017 All Rights Reserved. MarTech Advisor.
SALES CONTACTMukesh RajpurohitVP SalesMarTech [email protected]
EDITORIAL CONTACTChitra IyerEditor-in-ChiefMarTech [email protected]
ABOUT MARTECH ADVISOR
