Cma j mc presentation

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


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.”


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

buyer’s journey

http://www.nielsen.com/us/en/reports/2012/global-trust-in-advertising-and-brand-messages.html




Today’s 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


MOVING BEYOND THE FUNNEL


Where to start?

How do you measure feelings that customers have about

your company?


Too much noise.. too many conversations


The need to simplify


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.”


Buyer’s Journey Is Just the Start

Time in Buyer’s Journey:

3 to 18 Months

Time as Customer:

1 to 10+ Years


Customer Retention is the new Demand Creation


So…how do you

like working

with ACME?


They were really

strong during the sales

process but it is hard to

get any quality

support now


Which needs to be changed to…


So…how do you

like working

with ACME?


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.


Wow – that sounds

fantastic!! Can I get

the name of the

person at ACME

you are working with?


Me too – tell

me more!


How can you help your

customers be Awesome??


We need to understand what they are trying to

achieve in their context


So that when they are successful they will

share their experience


It’s not about

You

Your company

What you are selling

How cool you are


It’s about

Making the customer a

Hero

Making them successful in

their lives


You need to:

Define a customer experience that will attract them and

keep them loyal


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


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


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


Beyond the Funnel Take aways

Step back and look at the entire customer lifecycle

and not just the funnel

Take the customer’s point of view

Understand their dreams and desires

Become partners in the journey

Make your customer the hero

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Cma j mc presentation

Marketing

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