Earley Executive Roundtable on Digital Customer Engagement Maturity

Copyright © 2015 Earley Information Science1

Taking Digital Customer Engagement to the Next Level

Copyright © 2015 Earley Information Science

Seth Earley, Earley Information ScienceSteve Walker, ExperisConnie Moore, Digital Clarity GroupClick to view a recording of

this webinar

http://info.earley.com/roundtable-digital-customer-engagement


Today’s Agenda• Welcome & Housekeeping

– Session duration & questions

– Session recording & materials

– Take the survey!

• Key Issues & Considerations– Dave Zwicker, CMO

Earley Information Science (@davezwicker)

• The Panelist Point of View– Seth Earley, CEO, Earley Information Science (@sethearley)

– Steve Walker, Practice Leader, Global Content Solutions, Experis(@_SteveWalker)

– Connie Moore, SVP, Digital Clarity Group (@cmooreclarity)

• Expert Panel Discussion• Questions & Answers• Join the conversation: #earleyroundtable


Don't miss CMSWire's DX Summit 2015 — a new event for marketing and technology leaders who are defining the next generation of digital customer experiences.

Visit DXSummit.com for the agenda, speaking opportunities and registration information.

Monday Nov. 2 Workshop: Assess Your Organization's Digital Maturity and Build the Right Digital Marketing Roadmap

Today’s marketer is faced with an overwhelming number of choices and must bring together numerous disciplines to best serve the customer and realize meaningful business impact. This workshop will walk participants through the various maturity stages in each of these areas and provide a framework for assessing their organizations. The resulting maturity model will be applied to identifying areas for investment that offer the greatest return and to developing a comprehensive enterprise roadmap to guide future digital marketing initiatives.

Wednesday Nov. 4 Case Study: Aligning MarTech with the Customer Journey

Most marketers are familiar with the infographics that show hundreds or thousands of technologies that can be considered part of the ecommerce and digital experience ecosystem. These graphical inventories of vendors and technologies primarily serve to scare and intimidate business people and overwhelm the IT organization. Walk through a case study of a manufacturer of motorsports vehicles facing a technology revamp that impacted every aspect of marketing and sales.

Sessions with Seth Earley

Copyright © 2015 Earley Information Science4Copyright © 2015 Earley Information Science

Taking Digital Customer Engagement to the Next Level


Personalizedpromotions

Seamless multi-channel transactions

Streamlinedcustomer service

BUSINESS OUTCOMES

Product & serviceinnovation

BUSINESS OUTCOMES

Increasedcustomer value

Optimized pricing,availability & delivery

Contextualizedcross-sell/upsell

Higher Conversions

Improvedloyalty & retention

Reduced acquisition cost

Personaldata

Big Datasources

DATA SOURCES DATA SOURCES

Market data

Product data (PIM)

Purchasehistory

Customer data (CRM)

Operationaldata (ERP)

Clickstreamdata

Service history

Data warehouse

Customer Engagement: The Outcome of Customer Experience

VOC & loyalty programs

Onlinesupport

Social Networks

Site search& navigation

Mobilecommerce

EmailPromotions

TOUCHPOINTS

Internet search

Advertising

Online/in-storemerchandising

Warranty & registration

Call center agents

Learn

Choose

PurchaseUse

Maintain

Recommend

Customer Lifecycle


1 2 3 4 5• A baseline for comparing processes,

use of technology or performance

• Identify the gaps, strengths, weaknesses and competitive risks

• Prioritize new investments in technology or digital initiatives

• Set goals for realizing the future vision of your digital business

Modeling Your Digital Customer Engagement Maturity

Maturity Stages

Dim

ensio

ns


• Your Role & Purpose: Marketing, Business, Technology

• Your Business Model: B2C, B2B, Institutional, Other

• Industry Segment and Competitive Environment

• Key Challenges: Strategy, Expertise, Infrastructure, Information Architecture, Data Quality & Governance

Questions and Considerations


POLLHow would you categorize your digital customer engagement maturity?


Panelist Points of View


Seth Earley - Biography

Seth EarleyCEO and FounderEarley Information Science

• Over 20 years experience in data science and technology, content and knowledge management systems, background in sciences (chemistry)

• Current work in cognitive computing, knowledge and data management systems, taxonomy, ontology and metadata governance strategies

• Co-author of Practical Knowledge Management from IBM Press

• Editor of Data Analytics Department IEEE IT Professional Magazine

• Member of Editorial Board Journal of Applied Marketing Analytics

• Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee

• Founder of the Boston Knowledge Management Forum

• Former adjunct professor at Northeastern University

• Guest speaker for US Strategic Command briefing on knowledge networks

• AIIM Master Trainer – Information Organization and Access

• Course Developer & Master Instructor for Enterprise IA and Semantic Search

• Long history of industry education and research in emerging fields


Assessing Maturity Required before Developing a Roadmap

• Digital maturity contains multiple dimensions

• Need to assess gaps and capabilities in the context of the customer lifecycle and customer journey

• At each stage of the journey, need to describe the engagement strategy and how different technologies will be applied

Processes Governance

Expertise Organizational design

Technologies Infrastructure


Assessing Maturity Required before Developing a Roadmap

At each stage of the journey - describe the engagement strategy and how different technologies will be applied.

What is the engagement strategy for each stage of the lifecycle

Learn Choose Purchase Use Maintain Recommend


Assessing Maturity Required before Developing a Roadmap• Roadmap tells us how far we need to go • Maturity tells us where we are starting

For a typical enterprise, it can take a year to go from one maturity stage level to another*

*Depending on model, organization, scope of change, etc.

Do we have the necessary practices, resources, and tools to get there?


Customer Journey Maturity Stage

Capability

Stage 1Ad Hoc

Stage 2Nascent

Stage 3Evolving

Stage 4Harmonized

Stage 5Integrated

Learn Static content Fragmented user experienceNo mobile optimization Little or no SEO

Scenario, persona and use case driven IA with baseline metrics Not well integrated with offline

Some integration of online and offline promotions, events, campaigns with personalized content based on past purchase

Dynamic, optimized highly curated content experience with manual feedback mechanisms for content tuning

Multi channel, multi device integrated digital experience online and offline, single view of the customer, adaptive content driven by real time analytics

Choose

Poor site navigation, no ability to search, confusing content or selection, content not aligned with user needs, disconnected from shopping function

Integration of content with ecommerce functionality, faceted search baaed on customer needs and driven by personas and use cases, content strategy specifically designed to assist selection of vehicle and accessories

Real time chat with agent to answer questions, semantic search for curated video assets and knowledge base access, configuration of custom products, tuned attributes for faceted search

Adaptive content based on attribute model that considers demographic, psychographic, social graph and web site behaviors to provide just in time content., Avatar interface to structured content to answer questions

Predictive analytics driven personalized offers and experience. Real time integration with dealer network, social media, social graph data, third party data, web site click streams, single view of customer data

Purchase

No connection of promotions to purchase. No product catalog, no attributes to aid selection and filtering,, no ability to narrow accessory search to correct vehicle

Mobile friendly search, browse and purchase, Promotional content surrounding targeted customer through paid and earned media

Shopping cart retrieval with targeted just in time offers based on past behaviors, cross sell and up sell driven by data relationships and merchandiser strategy

Agile promotions, bundles, personalized recommendations based on customer data and behavior

Custom product design and pricing with order flowing to manufacturing with flexible financial models to compensate dealer

UseNo visibility to product information to enhance the experience after purchase

Custom communication based on product owned , personalized content for owners

Proactive, two way dialog with customer orchestrated by organization, co-delivered and personalized by dealers

Virtualization of product experience Connected product experience

Maintain No content supporting product maintenance

Basic technical materials and manuals available on line Diagnosis tools and checklists Diagnostic virtual mechanic on

web site. Proactive service alerts Real time self diagnosis of vehicle

Recommend Won and done product transaction. No follow up or interaction

Platforms (email, website) to constantly encourage and capture customer feedback

Product development insights through crowd-sourcing

Connect product-based and/or regional customer communities

Ongoing participation in community, social media interaction

14


StageCapability

Stage 1Ad Hoc

Stage 2Nascent

Stage 3Evolving

Stage 4Harmonized

Stage 5Integrated

Product Information Management

Poor data quality, few searchable attributes, manual processes

On-going quality monitoring Common platform

Product attributes normalizedProduct data curated

Product master data management, consistent data cross-channel

Attributes driven by customer research & aligned with user experience

Content & Digital Asset Management

Site management is CM. Out of date content

Content ownership defined. Content lifecycle monitored

Content reuse moderate. Basic personalized content presentation

Dynamic content presented according to device and format

Content optimized for customer goals (shopping, self-service, etc.)

Product & Site Search

Basic search without configuration or curation

Use of search terms tuned to product catalogBasic faceted search

Increased precisionSearch logs monitoredFaceted search optimized

Product relationships drive cross-sell and up-sellMulti device and channel search

Search integrated with mobile apps and external services

Taxonomy & NavigationTaxonomy is navigation Taxonomy leveraged for

facetsSEO and Taxonomy integrated

Taxonomy drives content & data classification

Taxonomy optimized for multiple devices

User Experience

Designers make local decisions about UX

Design Language Standards in place

UX scoringPersonas defined with clear user goals, basic personalization

Customer Journeys defined with key touchpoints

Personalization driven by history & analytics

Digital Business Excellence

CRM not integrated with digital platformsMultiple CRMs

Lead capture from digital platforms into a single CRM

Lead to NBO process tracked to measure digital ROI

All channels integrated with CRM – track all touchesBasic personalization

Integrated customer data drives multi-channel CX, analytics, full ROI

Governance None in place Brand/Group/

Merchandiser silosCentralized, managed and funded

Competencies support processes

Integrated practices operationalized

Digital Capability Maturity


Which Model?

Customer Journey Maturity versus Digital Capability Maturity: emphasis determined by purpose of the model and who owns the outcome

• Customer journey perspective– Purpose: Focus on improving functional process (demand generation, customer acquisition)– Owner: Specific engagement program (awareness, social engagement, sales/commerce,

support, etc. )

• Digital capability perspective– Purpose: Focus on building core/foundational capability (PIM, DAM, Governance, etc.) – Owner: IT and/or cross business unit


Simplifying the Process

Understand and map the customer lifecycle

Define customer engagement strategy at each step of that

lifecycle

Survey and assess existing tools and

approaches

Define the future state based on competition, industry maturity and

customer expectations

Align internal processes with

engagement strategy and technology

landscape

Develop the implementation

roadmap based on enterprise maturity and

high value areas of opportunity


What if a capability that the business requires is farther along the learning curve?

Time

Cap

abili

ties

Static Pages

Hand coded html

Global information architecture

Reusable Components

Value net integration

Form based publishing

Interdepartmental workflow

Multi channel multi deviceCapabilities gap

Current maturity

Relationship Between Maturity and Capabilities

Needed Capabilities


POLLWhat are your current digital challenges?


Steve Walker - Biography• 23 years of business and technology consulting, with a focus in Content disciplines.

• Currently Global Content Solutions practice area leader for Experis. Broad breadth of skills including Customer Experience and Enterprise Content Management arena. His background has included Digital Experience, Web Content Management, Content Marketing, Collaborative Technologies, Language Services, Knowledge Management, Social Consulting, and other business disciplines.

“We simplify complex content challenges.”

• Client successes have included small and large clients such as Microsoft, Intel, GE Lighting, General Dynamics IT, Apple, ChildFund, AllState Insurance, Dell, and International Monetary Fund,

• Specialties: Social Business, Digital Experience Management, Web Strategy, Information Architecture, Usability, Marketing Technologies, Enterprise Content Management, Web Content Management, Information Architecture, Business Transformation, Enterprise Application Development

• I am here to help. Connect with me:

Linkedin.com/in/walkersteve @_SteveWalkerwww.slideshare.net/SteveWalker7experisspark.com/author/stevewalker

ker/

Practice Leader, Global Content Solutions,

Experis

http://www.slideshare.net/SteveWalker7


What is Digital Customer Engagement?

Steve Walker - POV

Digital Customer Engagement is a concept that improves a product or service utility by providing the appropriate digital customer experience. Digital customer engagement is provided by a digital ecosystem.

Technology

Content

Marketing

• Content Messaging• Sales cycleB2B

• Commerce• TechnologyB2C

• Content volume• FindabilityInternal


Why do we or should we care?

Steve Walker - POV

Digital Customer Engagement is the cornerstone of all business interactions.

Barriers To Success

Education

Investment Level

Team Composition/Skill

Analytics

Take away #1: Understand the components that are necessary to mature your Digital Engagement.

Take away #2: Understand those barriers that are long the way.


Steve Walker - POV

How can I mature my digital experience?

FOUNDATIONAL

Analytics PlanAnalytics Platform

Customer Journey MapContent Strategy

Content Mgmt SystemMobile strategy

BASIC

Content MarketingExternal Search StrategyInternal Search Strategy

Taxonomy

INTERMEDIATE

CRMGovernance

Personalization/TaggingUser Testing

Knowledge BaseMarketing Automation

ADVANCED

Multi-channel strategyNurturing strategy

Lead ScoringCommerce

Globalization/LOCSocial Media monitoring

User created contentInteractive Content

Progress!

Time

Define, Baseline, Invest, Evolve.


POLLWhat is your state of digital maturity?


Connie Moore - Biography

SVP, Research Digital Clarity Group

As Senior Vice President of Research at Digital Clarity Group, Connie has unparalleled experience working with senior executives in business and IT, technology marketing, and government, from SMEs to large enterprises throughout the globe. She has managed international teams of analysts focused on a wide range of technologies such as social and collaboration, content management, business analytics, business software (e.g. ERP, CRM, HCM), and BPM suites. Her research encompasses business transformation, business process management, customer experience management, information management, the future of work, new business models and organizational change management. Connie is highly sought as a keynote speaker and conference chair on five continents. This year, she was honored by her peer group for thought leadership in business process transformation, adaptive case management and BPM software when she received the highly coveted Marvin Manheim Award from the Workflow and Reengineering Association (WARIA).

Prior to DCG, Connie was a Vice President, Principal Analyst and Research Director at Forrester Research for more than 20 years, where she pioneered new data-driven research on global Bring Your Own Technology trends, forecasted and defined the next generation of business suites, and drove innovative dialog among marketing, business process and IT senior executives about how to succeed at large-scale business transformation. She came to Forrester through the acquisition of Giga Information Group and BIS Strategic Decisions. She was based in the UK for four years where she managed the BIS European Consulting organization. Prior to that, she was Vice President, Product Marketing at TDC, a manufacturer of document capture systems. She started her career at Accenture (formerly Arthur Andersen) as a manager in the consulting division, and at Wang Labs, where she was a customer support manager. Connie holds an MBA in Information Systems from George Washington and a BA from East Carolina University.

26

Companies underestimate the cost of services High confidence with in-house

capabilities Frequently turn to service providers But, spend shockingly low amounts

compared to their size.

Maturity varies greatly

27

Limited vision and slow progress (false starts)

High

IT Maturity High

Successful business and marketing ledprojects (many point to point solutions)

Strong partnership between business, IT and marketing (involve strategic consultants and vendors)

Successful IT led projects (teamed with strategic IT vendors and services partners)

Low

Business’CECMaturity

Some have low business and IT maturity

28

High

IT’s CEC Maturity HighLow

MimicUnfocusedDistracted


Companies with low maturity levels need the basics

29

Low

High

IT’s CEC Maturity High

Manufacturer• Changes in CMOs and CIOs• False starts in projects• Low CEC adoption• Low CEC awareness


Some have high business but low IT maturity

30

High

HighLow

SpeedyNimbleAgileVulnerable


IT’s CEC Maturity

Fast movers need perspective

31

Low

High


Global Retailer• CEC driven by new CEC

execs reporting to regions and divisions

• Willing to take risksBusiness’CECMaturity

Some have high IT but low business maturity

32

High

HighLow

PowerfulFocusedStrongMethodicalPlodding


IT’s CEC Maturity

Companies with high IT maturity need business expertise

33

Low

High

High

SMB Manufacturer• Strong CEC leadership

from CIO• Just hired their first VP of

Marketing


IT’s CEC Maturity

Some companies are far ahead of the pack

34

High

HighLow

PowerfulCollaborativeFierceHunters


IT’s CEC Maturity

Mature companies focus on transformation

35

Low

High


Global BrandFocus on cross channels; anticipate customersApp dev done by partnersIT valued for insights, project management & risk management



Your Questions and Answers


Digital Clarity Group Customer experience Maturity Model: http://www.digitalclaritygroup.com/assessing-and-improving-your-customer-engagement-maturity/

Sitecore Customer experience Maturity Model: http://mediacontent.sitecore.net/webinars/CX_Maturity_Model_NA/CX_Maturity_Model.pdf

Demand Metric Customer experience Maturity Model: http://www.demandmetric.com/content/customer-engagement-maturity-model

Elasticpath Advance Commerce Maturity Scale: http://www.elasticpath.com/sites/default/files/Advanced%20Commerce%20Maturity%20Scale%20-%202015%20Enterprise%20Assessment%20Kit.pdf

Digital Commerce Maturity Model: https://www.linkedin.com/pulse/20140812180031-532634-digital-commerce-maturity-model

Loyalty360 - Improved Engagement Maturity Through Preference Management:http://loyalty360.org/resources/research/improved-engagement-maturity-through-preference-management

ZDNet Customer Engagement article: http://www.zdnet.com/article/crm-watchlist-2015-customer-engagement-part-i-lithium-medallia/

Experian - 3 Step Approach to Improving Customer Experience: http://postcom.org/public/webinars/experian%20slides.pdf

Customer Experience Matters: https://experiencematters.wordpress.com/temkin-group-research/

Suggested Resources

http://www.digitalclaritygroup.com/assessing-and-improving-your-customer-engagement-maturity/

http://mediacontent.sitecore.net/webinars/CX_Maturity_Model_NA/CX_Maturity_Model.pdf

http://www.demandmetric.com/content/customer-engagement-maturity-model

http://www.elasticpath.com/sites/default/files/Advanced%20Commerce%20Maturity%20Scale%20-%202015%20Enterprise%20Assessment%20Kit.pdf

https://www.linkedin.com/pulse/20140812180031-532634-digital-commerce-maturity-model

http://loyalty360.org/resources/research/improved-engagement-maturity-through-preference-management

http://www.zdnet.com/article/crm-watchlist-2015-customer-engagement-part-i-lithium-medallia/

http://postcom.org/public/webinars/experian%20slides.pdf

https://experiencematters.wordpress.com/temkin-group-research/

Don't miss CMSWire's DX Summit 2015 —a new event for marketing and technology leaders who are defining the next generation of digital customer experiences.

Visit DXSummit.com for the agenda, speaking opportunities and registration information.

$50 off your workshop discount code: ERT-DX.

25% conference admission discount code: ERT-25.


Earley Information Science helps organizations establish a strong

information architecture and content management foundation

Realize your digital transformation vision with EIS.

Earley Information Science (EIS)Information Architects for the Digital Age

Founded – 1994

Headquarters – Boston, MA

www.earley.com

For more info contact:

[email protected]

http://www.earley.com/

Earley Executive Roundtable on Digital Customer Engagement Maturity

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