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  • How to drive an agile, customer

    centric organization Jennifer McCredie, Senior Vice President | Customer Experience Office

  • OpenText Confidential. 2013 All Rights Reserved. 2

    The End Is Near

    70% of Fortune 1000 companies will be replaced in the next few years. 40% of

    the Fortune 500 companies in 2000 were no longer there in 2010.

    Edward E. Lauder, Built For Change

  • OpenText Confidential. 2013 All Rights Reserved. 3

    The need to change

    Changing the mindset from you to the customer

    FROM

    I want to sell my product. TO

    I want to solve these problems for this set of customers.

  • OpenText Confidential. 2013 All Rights Reserved. 4

    WOM

    According to research by Nielsen, 92 percent of people trust recommendations from friends and family more than

    all other forms of marketing.

    More powerful than any other influence in the buyers journey

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    Todays market realities demand that B2B CMOs replace internal sales-driven marketing funnels with a customer-centric approach that aligns with the ways customers now make purchase decisions.

    - Forrester Research

  • OpenText Confidential. 2013 All Rights Reserved. 7

    MOVING BEYOND THE FUNNEL

  • OpenText Confidential. 2013 All Rights Reserved. 8

    Where to start?

    How do you measure feelings that customers have about

    your company?

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    Too much noise.. too many conversations

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    The need to simplify

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    Customer Experience Is a Priority for CMOs

    SiriusPerspective:

    Marketing roles are emerging as a result of changing buyer journeys and sales

    needs; new roles and skills require planning.

    The customer experience begins before they are a

    customer and kicks into

    high gear once they

    become one.

  • OpenText Confidential. 2013 All Rights Reserved. 13

    Buyers Journey Is Just the Start

    Time in Buyers Journey:

    3 to 18 Months

    Time as Customer:

    1 to 10+ Years

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    Customer Retention is the new Demand Creation

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    Sohow do you like working

    with ACME?

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    They were really

    strong during the sales

    process but it is hard to

    get any quality

    support now

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    Which needs to be changed to

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    Sohow do you like working

    with ACME?

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    They really understand

    what I am trying to achieve.

    I know that my success

    working with them will help

    me get the promotion

    I have been wanting.

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    Wow that sounds fantastic!! Can I get

    the name of the

    person at ACME

    you are working with?

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    Me too tell me more!

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    How can you help your

    customers be Awesome??

  • OpenText Confidential. 2013 All Rights Reserved. 23

    We need to understand what they are trying to

    achieve in their context

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    So that when they are successful they will

    share their experience

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    Its not about

    You

    Your company

    What you are selling

    How cool you are

  • OpenText Confidential. 2013 All Rights Reserved. 26

    Its about

    Making the customer a Hero

    Making them successful in their lives

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    You need to:

    Define a customer experience that will attract them and

    keep them loyal

  • OpenText Confidential. 2013 All Rights Reserved. 28

    How do you manage the entire

    customer lifecycle?

    Shift our thinking beyond the funnel

    What happens AFTER the sale needs to be a differentiated experience

    Orchestrating the customer experience across all of the departments

  • OpenText Confidential. 2013 All Rights Reserved. 29

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    Background

    Largest software company in Canada

    Over 20 years old

    Started by professors as a spin-off of the University of Waterloo

    Now we are $1.5B in revenue and 5,500 staff in 140 countries

    We have over 50,000 customers globally

  • OpenText Confidential. 2013 All Rights Reserved. 32

    Word of Mouth

    Help your customers share their stories

    Help your customers become advocates

    Create communities and customer events where customers can share with each other

  • OpenText Confidential. 2013 All Rights Reserved. 33

    Beyond the Funnel Take aways

    Step back and look at the entire customer lifecycle and not just the funnel

    Take the customers point of view

    Understand their dreams and desires

    Become partners in the journey

    Make your customer the hero

  • www.opentext.com

    twitter.com/opentext

    facebook.com/opentext

    linkedin.com/company/opentext