cx innovation: customer obsession through data mastery · cx innovation: customer obsession through...

6/19/2018

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#CXNYC

Brendan Witcher

Vice President, Principal Analyst

Forrester

@BrendanWitcher

#CXNYC

CX Innovation:

Customer Obsession

Through Data Mastery

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© 2018 Forrester Research, Inc. Reproduction Prohibited

Photo: flickr.com


Photo: maxpixel.com

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What is the value

of a shopping cart?

Photo: maxpixel.com


Each time a consumer is

exposed to an improved

digital experience,

their expectations for all

experiences are reset to a

new higher level.

Photo: Wikimedia.org

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61% “I’m unlikely to return to a website that does not

provide a satisfactory customer experience.”


2014 Strategy

“We need to be customer obsessed…”

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Photo: flickr.com

“We want…”

is a very different statement than

“Our customers want…”

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Convenient. Simple. Easy.

“Without data, you’re just another person

with an opinion.”

― W. Edwards Deming

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Think for a moment: how many

parts of your business are being

run by opinions?

Think for a moment: how many

parts of your business are being

run by opinions?

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Organizations are a

long way from using

data to build better

experiences.


Photo: pxhere.com

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Companies fall into

four categories of

maturity in working

with data.M

atu

rity

Use of data in strategic decision making


Data-averse: We use

data for decision

making, but only at

tactical-levels.

Ma

turi

ty


Data-averse

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Data-aware: We

know we need to,

but are just getting

started using data

for strategy.M

atu

rity


Data-averse

Data-aware


Data-driven: We use

data to support

strategic decisions

we’ve already made.

Ma

turi

ty


Data-averse

Data-aware

Data-driven

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Data-led: We avoid

preconceived

notions, and use

data to drive

strategic decisions.M

atu

rity


Data-averse

Data-aware

Data-driven

Data-led


2018 Strategy

“We need to be customer obsessed…

which requires us to be data-led.”

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Customer obsession through data mastery

is the key to CX success with initiatives that

matter most in 2018 and beyond.

Profile Sentiment

Affinity

Behaviors

Attitudes

Content

Context

Identity

Accounts/IDs

Tech ownership/use

Demographics

Preferences

Disposition

Memberships/

networks

Affiliations

Feedback

Ratings/opinions

Interactions

Transactions

Marketing responses

Testing responses

Time/location

Environment

Situation

Journey/activity

Social media

Applications

Files

Public records

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Omnichannel Commerce

Engagement Fulfillment Product/PriceCustomer’s path to

purchase is a

connected journey.

Customer sees

consistent content

and price/promotions.

Customer can buy

anywhere and fulfill

orders anywhere.

View of the CustomerCompany has enabled identification of

the customer across all touchpoints.


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Photo: pexels.com

Culture

Organization

Technology

Metrics

Making The Move To Becoming Data-Led

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❑ Consolidate data from both internal databases and external

partners into a single repository.




❑ Build a roadmap for filling digital gaps in the collection

of customer data across the enterprise.

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❑ Design digital touchpoints that motivate customers to

self-identify - offer perceivable value in exchange for data.






❑ Design digital touchpoints that motivate customers to

self-identify - offer perceivable value in exchange for data.

❑ Look for quick wins in using data to help shift the culture and

organization to one that is data-led.

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Thank youBrendan Witcher

[email protected]

cx innovation: customer obsession through data mastery · cx innovation: customer obsession through...

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