what the smartest brands know about cx ... and what they still aren't doing about it
TRANSCRIPT
© Dynatrace, LLC
What the smartest brands know about CX ... and what they still aren't doing about itSeptember 28, 2016
© Dynatrace, LLC
Our speakersDr. Natalie L. Petouhoff
Vice President and Principal Analyst, Constellation Research
Steve Trimbo
Global Omni-Channel Practice Manager, Dynatrace
Dr. Natalie Petouhoff is a keynote speaker and researcher in all customer-facing applications, including Social, Mobile, Digital, Listening and Monitoring, Marketing, Commerce, Customer Experience of IoT, Customer Care, Customer Service, and Contact Centers. Clients look for her guidance and perspective, which is always refreshing, paradigm-shifting and innovative.
Petouhoff was voted one of the top 100 Most Influential Women in the World, as one of the top 50 CRM and Customer Experience Professionals and in the Top 20 for Social and Digital Media Experts. She is often quoted in USA Today, Adage, BusinessWeek, Fast Company and The New York Times.
Steve Trimbo has been with Dynatrace for 5 years focused on driving success in our most complex and challenging customer programs. His background is in IT Ops, Service Management, Program Management and Software Development with fourteen years in retail organizations. Prior to joining Dynatrace Steve was a Lead Architect at Target and prior to that worked with ATG (now part of Oracle) and Best Buy.
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
The Business Imperative: Defining Customer Experience Via Digital Experience MetricsThe Gap Between CX and Customer Digital Experience isDigital Performance Management
September 28, 2016
Dr. Nata
lie Pe
touhoff, VP &
Princip
al Analy
st
Next Generation Customer Experience
@drnatalie @dynatrace @constellationr #CX #DPM #DX
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
Title
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
Customer Experience is NOW a CEO-Level conversationCX is critical to business results, and consequently
A top strategic priority across many industries
@drnatalie @dynatrace @constellationr #CX #DPM XDX
92% of executives surveyed said the customer experience strategy is one of their top three priorities
65% of respondents expect to improve profitability by improving the overall lifetime value of customers
© 2010 - 2016 Constellation Research, Inc. All rights reserved. @drnatalie @dynatrace @constellationr #CX #DPM #DX
Customers talking to each other and make buying decisions based on friends, family and especially recommendations of strangers
And word-of-mouth in digital tends to be very direct & authentic
So the digital experience really, really matters as a competitive
differentiator
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
Brands NOW must become
Public Social EXPERIENCES
Customer’s Digital Experience DeterminesLoyalty to a Company- That’s a Bottom-line Issue
@drnatalie @dynatrace @constellationr #CX #DPM #DX
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
“If its slow, it’s a no go”
While CX investments are significant, returns are often lacking.In the customer’s opinion – which is what really countsWHY??????
87% of customers agree customer experience needs to be better
@drnatalie @dynatrace @constellationr #CX #DPM #DX
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
Website Customers Are Not Happy
• 71% of people surveyed feel regularly inconvenienced by slow websites• Over 30% report that their performance-related stress or anger has increased, not
decreased, over the years.• 50% believe websites have either not improved in speed or have become slower over the
past several years• 78% felt some kind of negative emotion due to slow or unreliable websites• 44% of users say that slow online transactions make them unsure about the success of the
transaction
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
Mobile Customers Are Not Happy
Can you afford to make so many of your customers unhappy?
39% of mobile users are unhappy
57% had performance issues
46% won’t return
Throw their phone 4%
Behave more or less normally 62%
Scream at their phone 11%
Curse at their phone 23%
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
CX investments are significant, but returns are often lacking. Business is leaving money on the table… Why?
@drnatalie @dynatrace @constellationr #CX #DPM #DX
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
Two Camps
Each doing what they think is bestbased on how they are measured
@drnatalie @dynatrace @constellationr #CX #DPM #DX
IT or DPM or DX CX
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
“We never talk…”
• CX managers consider DX to be the exclusive domain of IT
• IT managers set objectives without business insights
Let me check my CSAT scores, conversions rates, Net Promoter Score…
SLA compliance looks good for page load
times, errors per task, time to first
click…
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
Finding the “sweet spot” requires collaboration
Response time
Conv
ersio
ns
IT owns this axis
• The business owns this axis, e.g.– Sign-up for a webinar, newsletter– Fill-in a form– Finish purchase
• IT owns DX, but needs to provide relevant insights to the business
• CX managers need to participate in DX– Defining operational objectives –
where is the knee in the curve? – Considering DX impacts of business
initiatives – making conscious tradeoffs
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
You don’t know what you don’t know…
DX is the New CX
DPM is the way to DX Excellence
@drnatalie @dynatrace @constellationr #CX #DX #DPM
© 2010 - 2016 Constellation Research, Inc. All rights reserved.
16
Organizations need to rethink their approach…
You have to manage DX to manage CX
IT’S TIME TO RETHINKEVERYTHING
@drnatalie @dynatrace @constellationr #CX #DPM #DX
Confidential, Dynatrace, LLC
How you can deliver measurably high-quality digital experiences
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What is digital experience (DX)?
“The degree to which interaction with your web site(s) and mobile app’s is fast and error-free.”
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What is digital experience (DX) management?
Policy – How fast is fast enough? Tools and data – What digital experience are we
delivering? How does it relate to business results? Process – Are we delivering actionable information to
stakeholders? Are we planning for impactful changes? Are we communicating and continuously improving?
People – Who defines policies? Who measures effectiveness? Who acts on information? Who reviews and approves actions?
What is your level of DX management maturity? Who owns it?
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Assess DX Management Maturity across 5 dimensions
Digital Business Performance Reporting & Collaboration
Digital Business Performance Measurement
The ability to measure technology behavior and performance, together withuser behavior and business performance.
Digital Business Problem Resolution
Identification of both potential and actual user struggles, correlation to businessimpact, problem isolation, root cause determination, and specificity to drive fixes.
Digital BusinessPerformance Improvement
Performance intelligence that identifies opportunities to improve end userexperience and digital business outcomes.
Digital Business Problem Prevention & Readiness
Continuous performance measurement through the digital assetlifecycle, realistic simulation of usage, and digital asset governance based on performance.
Analytics supporting business IT and business decision-making,development-friendly insight exchange, common metrics and language.
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L E V E L 1R E A C T I V E
L E V E L 2A WA R E
L E V E L 3E F F E C T I V E
L E V E L 4O P T I M I Z E D
L E V E L 5P E R VA S I V E
At Risk Marginal GoodBest
Practice“Next”Practice
Five Levels of DPM Maturity
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Current state of DX maturity vs. desired state
0
0.5
1
1.5
2
2.5
3
3.5
1.7 1.8 1.6 1.51.7
3.33.1 3.1 3 3.1
Current State Desired State
1 = Reactive4 = Optimized
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What we have observed: the good and the not-so-good
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Collaboration delivered
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Better CX demands better DX management Measure delivered DX, including benchmarking
Measure your processes – should you expect to provide good DX based on how you are managing it?
Include all the stakeholders in the process
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Questions?
Dr. Natalie L. Petouhoff
Vice President and Principal Analyst, Constellation Research
Steve Trimbo
Global Omni-Channel Practice Manager, Dynatrace
Connect with Dr. Natalie Petouhoff:Email: [email protected]: @drnatalie
Connect with Steve Trimbo:Email: [email protected]: @stevetrimbo
Roundtable: Optimizing for Customers and Improving CX QualityNov 1511:00 am – 12:45 pmFeaturing Dr. Natalie Petouhoff, Steve Trimbo
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Download the report… www.dynatrace.com
www.dynatrace.com
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