The CEM Imperative …
How to Select the Tools, Team and Tactics
to Compete in an Outside-In World
Scott Liewehr, President & Principal Analyst
Cathy McKnight, Partner & Principal Analyst
May 2014

@cathymcknight
|@sliewehr
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@just_clarity
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#JBoye14
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DCG helps business leaders
navigate the digital
transformation and create
competitive advantage
from disruption.
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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About Digital Clarity Group

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The ideal…

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The reality...

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You can’t buy that

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“A customer’s holistic perception of
a company and its offerings based
on all of the customer’s interactions
with the company…”
Customer Experience

@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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“Brands that view the consumer
empowerment phenomenon as an
opportunity will win.”
What I used to counsel…

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@sliewehr
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@just_clarity
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“Brands that view the consumer
empowerment phenomenon as an
opportunity will win.”
…what I say now.
don’t
⌃
die

Who’s afraid of disruption?
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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“Extinction is the rule. Survival is the exception.”
- Carl Sagan

“You may hate gravity, but
gravity does not care.”
- Clayton Christensen
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@sliewehr
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@just_clarity
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A “perfect storm” of disruption?

June 28, 2007
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In 5 years or less . . .
§ 100,000,000 iPads (2.5 yrs., pre mini)
§ 1,000,000,000 facebook users
§ 2,000,000,000 smart phones by 2016
§ 102,000,000,000 apps downloaded 2013
§ 16 years of Angry Birds every hour
§ RIM and Nokia flailing
§ Apple and Google respected IT suppliers
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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@cathymcknight
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2020
Can you imagine??

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Ubiquitous access to knowledge
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#DigitalPulse
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Their megaphone is massive

Mobile annihilates time and space
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@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14

Ubiquity negates scarcity
Immediate access = no waiting
Multiple devices = never without
Transparent storage = always accessible
Pervasive search and
findability = no looking
“Sentient” controls = no intermediary
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@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14

A cycle of ubiquitous content
consumption
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@sliewehr
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#JBoye14

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@cathymcknight
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@cathymcknight
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@sliewehr
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#JBoye14

customer
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Enter customer experience

How you think of consumers
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How you should think of consumers
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hFp://www.thenaKonal.ae/lifestyle/web-­‐goes-­‐truly-­‐worldwide-­‐with-­‐smartphones

Ubiquity = simultaneity
@cathymcknight
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@sliewehr
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#JBoye14
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hFp://www.designboom.com/technology/

Great, another acronym…
@cathymcknight
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@sliewehr
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@just_clarity
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CXM
or
CEM
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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@cathymcknight
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@sliewehr
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@just_clarity
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@cathymcknight
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§ Improved loyalty and retention
§ Lower cost-to-serve
§ Increased revenues

@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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The “CEM Imperative”

@cathymcknight
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@sliewehr
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“It’s about rethinking the
business with the consumer at
the centre and then aligning
technology, analytics and
organizational investments to
support it.”
Stefan
Olander,
VP
of
Digital
Sport,
Nike

Who are our
customers?
How do we get them
to come to our sites?
What do we want
them to do there?
How do we keep
them from leaving?
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Who are our
customers?
What do they need
to do?
How can we help
them do it?
. . . and better than
their options?
From inside-out to outside-in

§ Customers
§ Objectives
§ Actions
§ Technology
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Going outside? Take a COAT

@cathymcknight
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@sliewehr
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#JBoye14
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Without a platform to manage
every interaction with
consumers, a company has no
spine.

@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Evolution of WCM

Geoffrey Moore suggested a different way of looking at the
creation, optimization, and delivery of content with his
notion of Systems of Engagement (SoE).
@cathymcknight
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@sliewehr
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Systems
of Record
Systems of
Engagement Create
effectiveness;
Touch people
Create
efficiencies;
Host processes

@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Focus on
content
Web
Software
categories
Incidental to
business
From
Focus on consumer of
content
Touch points of content
consumption
Comprehensive system
Central to business /
THE point of business
To

@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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CEM is complex

@cathymcknight
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@sliewehr
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Guidance is necessary

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Sneak
preview

@cathymcknight
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Break time!!

@cathymcknight
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@sliewehr
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Want the report?

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Remember this?

thymcknight
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What experience you trying to create?

§ Defined goals, objectives, strategy, plan,
metrics
§ Organizational alignment
§ Team (internal and external)
§ Technology
§ Content
§ More content
§ Governance
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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@cathymcknight
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@sliewehr
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#JBoye14
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Scott’s Law:
The more software you need,
the less important it is to your
overall success.
Think about it.

Elements of a successful process
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Elements of a successful process

§ Enabling technology?
§ Aligned philosophy?
§ Inspiring trajectory?
§ Partnership mentality?
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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When considering software vendors

§ Empathetic to your needs?
– Do they get where you’re going?
§ Capable and fluent?
– Can they guide you there?
§ Consistent and accountable?
§ Fit?
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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When considering service providers

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8-step process

§ Validate the need
§ Compile requirements
§ Determine focal needs
§ Shortlist technology
§ Shortlist service provider
§ Conduct onsite information exchange
§ Execute RFP process
§ Carry out POC
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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@cathymcknight
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Helpful hints
Allow common sense to prevail

@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Helpful hints
You have to be a good partner to get a
good partner

@cathymcknight
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@sliewehr
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Helpful hints
RFPs full of boilerplate text will elicit
responses with boilerplate text
-­‐Seth
GoFlieb

@cathymcknight
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@sliewehr
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#JBoye14
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Helpful hints
You will be stuck in the "qualification"
queue until you show signs of
intelligent life.
-­‐Seth
GoFlieb

Scott Liewehr – President
sliewehr@digitalclaritygroup.com
@sliewehr | @just_clarity
Cathy McKnight – Partner
cmcknight@digitalclaritygroup.com
@cathymcknight | @just_clarity

@sliewehr
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@just_clarity
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Want the report?