Earning Customers for LifeThrough Strategic DataManagement

January 22, 2015

DAVID MINGLEExecutive Director,Global Connected Customer Experience (GCCX)

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WHY CUSTOMER EXPERIENCE MATTERS

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%

-10.0%

-20.0%

-30.0%

-40.0%

Cu

mu

lati

ve T

ota

l Re

turn

Customer ExperienceLeaders43.0%

S&P 500 Index14.5%

Customer ExperienceLaggards

-33.9%Watermark defines Customer Experience Leaders and Laggards as the top ten and bottom ten rated public companies in Forrester Research’s 2007-2013 Customer Experience Index studies. Comparison is based on performance of equally-weighted, annually readjusted stock portfoliosof Customer Experience Leaders and Laggards relative to the S&P 500 Index. © 2013 Watermark

Customer Experience Leaders Outperform the Market6-Year Stock Performance of Customer Experience Leaders vs. Laggards vs. S&P 500 (2007-2012)

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IF CUSTOMER EXPERIENCE MATTERS…

Leadership

WHAT DOES IT TAKE TO BE GOOD AT IT?

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• Who they are• What matters to them• How you can make their lives better

IF CUSTOMER EXPERIENCE MATTERS…

WHAT DOES IT TAKE TO BE GOOD AT IT?

Customer Understanding

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The right data is always better than more data

IF CUSTOMER EXPERIENCE MATTERS…

WHAT DOES IT TAKE TO BE GOOD AT IT?

Data, Data, Data

NO LACK OF DATA

Domo.com

3 BILLION INTERNET users GLOBALLY

Nearly 1.4 BILLION active Facebook users today

500 MILLION Tweets per day

1.7 BILLION SMARTPHONE subscribers

We serve

7 MILLION customers in the U.S., Canada, China and Mexico

OnStar receives, on average,

185,000 calls per day;

more than two calls every second

30GM VEHICLES with 4G LTE

2015 MODEL YEARMORETHAN

11 MILLION RemoteLink transactionsin January

IN-VEHICLE TECHNOLOGY

39%

say a car must have infotainment technology in order for them to consider it

74%of Millennials

61%of Baby Boomers

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is the top selling point for auto buyers

WHERE TO START?

What Customers Want What You Want

Understand what matters most… to your customers and to your organization

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ACCEPT THIS TRUTH!

In Out

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EFFECTIVE LISTENING IS ALSO DELIBERATE

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BEYOND SURVEYS

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MOBILE AND DEVICE PROLIFERATION

24-7 OMNI-CHANNEL ACCESS TO YOUR BRAND IS NOT OPTIONAL

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• Balance customer needs and organizational goals

• Tame the data

• Take deliberate actions

• Always look beyond the survey

• Mobile & the 24/7 frontier

When it comes to Big Data, let your

customers lead the way

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