Barton Goldenberg Digital transformation Keynote

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Digital Transformation: Driving CX Excellence
Barton Goldenberg
President, ISM Inc.
CRM Evolution 2019
April 30, 2019

Barton Goldenberg
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© Copyright 2019 by ISM, Inc., All Rights Reserved, Confidential & Proprietary, www.ismguide.com
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• President & Founder of ISM, Inc.
• Since 1985, ISM has created & implemented Customer-Centric
strategies
• Headquartered in Bethesda, Maryland
Awards & Featured Publications
• One of the first three inductees into the CRM Hall of Fame
• Has been featured in Wall Street Journal, USA Today, CIO Magazine,
Direct Marketing News, CRM Magazine and many others
Author
• “The Definitive Guide to Social CRM” (2015)
• “CRM in Real-Time” (2008)
• “CRM Automation” (2003)
• “The Guide to Mobile and Social CRM”, 20th Edition
(annual publication since 1989)

• Digital Transformation
• Customer Relationship Management (CRM)
• Social Media and Knowledge Management Communities
• Customer Engagement
• Data & Analytics
• Emerging Technologies
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ISM’s Six ‘Customer-Centric’ Focus Areas

• Executive Briefings
• Health Checks and Readiness Assessments
• Customer-Centric Strategies
• Software Selection and Implementation Roadmaps
• Implementation Services
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Goal: Help achieve high user adoption & meaningful business impact
ISM’s Five ‘Customer-Centric’ Services

Sample ISM Customers
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To Learn More About ISM’s Services
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Come visit the ISM exhibition booth on the show floor
Booth #405
ISM ISM

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#CRMevolution
Digital Transformation: Driving CX Excellence

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2012
Let’s Go on a Digital Transformation Journey Together

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a
Manufacturer
Distributors
Customers
Risk?
© Copyright 2019 by ISM, Inc., All Rights Reserved, Confidential & Proprietary, www.ismguide.com 9

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Digital Transformation Case Study
Objective
Leverage digital technology to support
business goals and increase customer
loyalty and advocacy, thereby driving
product sales & increasing brand strength
and recognition

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© Copyright 2019 by ISM, Inc., All Rights Reserved, Confidential & Proprietary, www.ismguide.com 11

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Digital Transformation Case Study
Develop a private B2B Social Community that:
 Leverages Company X’s technology leadership and
expertise
 Builds relationships and engages with customers,
distributors, industry influencers, and strategic partners
 Drives customer loyalty, advocacy, and ultimately sales

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Community Metrics
 Brand awareness
 User participation
 Business impact

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Built a ‘Lounge’ for All Community Members

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Built Group Conference Rooms

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Built Private Customer Rooms

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In Effect, We Created a Digital Hotel

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Current Results
Distributors Customers
Frequency visiting the Club? >85% monthly
>55% weekly
>85% monthly
>60% weekly
Do you get what you need? >95% yes >95% yes
Invited customers to join Club? >50%
Recommend products to others? >60%
Sold more product? >70%
Bought more product? >50%
Net Promoter Score >75

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Future Direction
 Integrate with other digital properties
 Optimize lead nurturing
 Expand content

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What Did Company X Get Right?
 Digital Transformation game plan
 Strong executive buy-in
 Agile implementation (‘bite-size chunks’)
 Strong content & effective monitoring
 Customer-centric focus – digital journeys, insight, CX

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What Can We Learn from Company X?
How one company
successfully leveraged
digital technology to
drive CX excellence

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Defining Digital Transformation
“Creating new business models and culture
leveraging digital technologies to improve
the customer experience and create new
ways for customers to engage with your
business, however and whenever they like”

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 24/7 availability
 Speed of engaging with digital applications, and completing tasks
 Self-service: access to online resources & peer-to-peer exchange
 Customized, digital content
The desire to receive personalized, intuitive,
convenient and joyful digital experiences.
Digital Transformation: Customer Drivers

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 ‘The revenue of digital leaders grew more than twice as fast as
digital laggards’ (Bain & Co)
 Digital leaders – including Uber, Netflix, Amazon, Apple, Spotify,
AirBnB and others – have pushed CX to a new level
 CX has overtaken price and product as the key brand
differentiator and the best way to achieve competitive advantage
 Customers who receive personal, convenient, intuitive, joyful
digital experiences spend more $ and are more loyal
Digital Transformation Drivers: Company

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 ‘40% of companies named CX as their top priority for
Digital Transformation, and 72% said they expect the shift
to digital to create closer customer relationships’ (HBR)
 ‘Digital services and operations are the prime mover in
reshaping CX in almost every sector’ (McKinsey)
Businesses live and die by their ability to engage with
customers, and today’s customers are demanding digital
engagement and outstanding digital CX.
Linking CX & Digital Transformation

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 89% of executives believe digitization
will disrupt their business in 2019
 IDC estimates the spending on Digital Transformation
initiatives will exceed $2 trillion in 2019
The Digital Transformation Dilemma

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 Less than 33% of executives believe their digital strategy
is correct
 Only 21% believe the right people are setting digital
strategy
 More than 85% of digital transformation
initiatives fail to deliver expected results
The Digital Transformation Dilemma

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 Digital Transformation game plan
 Strong executive buy-in
 Agile implementation (‘bite-size chunks’)
 Customer-centric focus – digital journeys, insight, CX
 Ensure Digital Transformation building blocks are in place
Resolving the Digital Transformation Dilemma

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The 5 Digital Transformation Building Blocks
An effective Digital
Transformation roadmap
describes how to leverage and
integrate one or more of these 5
building blocks to drive CX
excellence, taking into account
the critical people, process,
technology mix.

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2019
As You Continue your Digital Transformation Journey

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Closing Comment: Your Thursday To-Do List
 Research alternate Digital Transformation methodologies; do
they include the 5 core building blocks?
 Examine your data capturing/customer insights efforts; can you
leverage data and customer insight to personalize offers?
 Review whether your Customer Profiles are holistic; do they
contain the information needed to deliver CX excellence?
 Look at your omni-channel strategy; where are your customers
conducting business? Are you present in these channels?
 Create a plan to stay on top of emerging digital technologies

To Continue the Dialog
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Come visit the ISM exhibition booth on the show floor
Booth #405
ISM ISM

Connect with Barton
(301) 656-8448
www.ismguide.com
bgoldenberg@ismguide.com
Customer Centric Business Strategies Blog
http://ismguide.com/blog/
@BGoldenbergISM
ISM/Barton Goldenberg
ISM Inc.
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Discussion Time
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Barton Goldenberg Digital transformation Keynote

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