The CEM Imperative … How to Select the Tools, Team and Tactics to Compete in an Outside-In World
Scott Liewehr, President & Principal Analyst
Cathy McKnight, Partner & Principal Analyst
May 2014
§ A bit about Digital Clarity Group § Changing landscape of consumer
expectations § Strategic inflections § Customer Experience Management
Imperative § Some inconvenient truths § Finding the right team § Things to remember
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Our afternoon together
§ Industry experts with a common frustration
§ Lack of clarity in the market – Over-focus on technology
– Myopic categorization
– Esoteric models
§ Fortitude, experience and reputations to build a better answer for the market
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Our story Read our story: http://www.digitalclaritygroup.com/blog/one-year-later-now-with-a-little-more-clarity/
DCG helps business leaders navigate the digital transformation and create competitive advantage from disruption.
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About Digital Clarity Group
§ Web content management, web experience management
§ eCommerce
§ Social media management
§ CRM and social sales
§ Marketing automation
§ Personalization, profiling, and targeting
§ Globalization and localization
§ Communities and collaboration
§ Email and campaign management
§ Listening and monitoring
§ Web and behavioral analytics
§ Big and small data
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Focus areas
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“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”
Customer Experience
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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
What I used to counsel…
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“Brands that view the consumer empowerment phenomenon as an opportunity will win.”
…what I say now.
don’t ⌃
die
In 5 years or less . . .
§ 100,000,000 iPads (2.5 yrs., pre mini)
§ 1,000,000,000 facebook users
§ 2,000,000,000 smart phones by 2016
§ 102,000,000,000 apps downloaded 2013
§ 16 years of Angry Birds every hour
§ RIM and Nokia flailing
§ Apple and Google respected IT suppliers
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Grove’s strategic inflection point
Source: Based on Andy Grove, Only the Paranoid Survive, 1996
Business success
STATUS QUO
Business failure
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The “dissonance gap”
STATUS
QUO
Marks the divergence between “business as usual” and what you should be doing to accommodate and leverage the new paradigm.
Grove says that strategic inflections can come from anywhere: “new technologies, new competition, new regulations, new customer values and habits,” etc. – anything that has a significant impact on the business itself or the industry as a whole.
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“It’s about rethinking the business with the consumer at the center and then aligning technology, analytics and organizational investments to support it.”
Stefan Olander, VP of Digital Sport, Nike
Who are our customers?
How do we get them to our [web]sites?
What do we want them to do?
How do we keep them from leaving?
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Who are our customers?
What do they need to do?
How can we help them do it?
…and be better than their other options?
From inside-out to outside-in
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§ We identify all the shortcomings of our system (real and perceived)
§ We make a wish list to fit the design of our new presentation NOT our new process.
§ We get demos from vendors who show us all the new stuff to differentiate themselves.
Needs & Wish
List
Vendor New Stuff
All The Stuff Current Tech Doesn’t Do
How we buy technology
The stuff we don’t understand
[We know] we’ll wait for Phase 2 on this
The reason we purchased the technology
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Needs & Wish
List
Vendor New Stuff
All The Stuff Current Tech Doesn’t Do
How we implement technology
§ Defined goals, objectives, strategy, plan, metrics
§ Organizational alignment
§ Team (internal and external)
§ Technology
§ Content
§ More content
§ Governance
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Scott’s Law: The more software you need, the less important it is to your overall success.
Think about it.
Elements of a successful process
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Elements of a successful process
§ Enabling technology?
§ Aligned philosophy?
§ Inspiring trajectory?
§ Partnership mentality?
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When considering software vendors
§ Empathetic to your needs? – Do they get where you’re going?
§ Capable and fluent? – Can they guide you there?
§ Consistent and accountable?
§ Fit?
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When considering service providers
§ Validate the need
§ Compile requirements
§ Determine focal needs
§ Shortlist technology
§ Shortlist service provider
§ Conduct onsite information exchange
§ Execute RFP process
§ Carry out POC
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Helpful hints
Allow common sense to prevail
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Helpful hints
You have to be a good partner to get a good partner
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Helpful hints
RFPs full of boilerplate text will elicit responses with boilerplate text
-‐Seth GoSlieb
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Helpful hints
You will be stuck in the "qualification" queue until you show signs of
intelligent life. -‐Seth GoSlieb
Scott Liewehr – President [email protected] @sliewehr | @just_clarity Cathy McKnight – Partner [email protected] @cathymcknight | @just_clarity