In the workshop, Digital Clarity Group's Scott Liewehr and Cathy McKnight explored the customer experience management (CEM) Imperative and how it impacts the enterprise within the firewall, and the need to shift from an “inside-out” to “outside-in” focus for how employees work in order to support and drive CEM for their organization. They also analyzed the technologies, skills, and processes that will help employees engage and collaborate, and how to evaluate, select, and assemble the team involved in executing the CEM strategy (internal resources, outside service providers, and vendors).

1. 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

2. @cathymcknight
|@sliewehr
|
@just_clarity
|
#JBoye14
2

3. § A bit about Digital Clarity Group
§ Changing landscape of consumer
expectations
§ Strategic inflections
§ Customer Experience Management
Imperative
§ Some inconvenient truths
§ Finding the right team
§ Things to remember
3
Our afternoon together

4. § Industry experts with a common frustration
§ Lack of clarity in the market
– Over-focus on technology
– Myopic categorization
– Esoteric models
§ Fortitude, experience and reputations to
build a better answer for the market
4
Our story
Read our story: http://www.digitalclaritygroup.com/blog/one-year-later-now-with-a-little-more-clarity/

5. 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

6. 6
Custo er Ex ience Management
Our focus

7. § Web content management, web experience management
§ eCommerce
§ Social media management
§ CRM and social sales
§ Marketing automation
§ Personalization, profiling, and targeting
§ Globalization and localization
§ Communities and collaboration
§ Email and campaign management
§ Listening and monitoring
§ Web and behavioral analytics
§ Big and small data
7
Focus areas

8. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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The ideal…

9. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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10. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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The reality...

11. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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You can’t buy that

12. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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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

13. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
13
“Brands that view the consumer
empowerment phenomenon as an
opportunity will win.”
What I used to counsel…

14. @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 say now.
don’t
⌃
die

15. June 28, 2007
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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16. 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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17. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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2020
Can you imagine??

18. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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19. 19
Ubiquitous access to knowledge
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14

20. @cathymcknight
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@sliewehr
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@just_clarity
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#DigitalPulse
20
Their megaphone is massive

21. 21
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14

22. 22
@cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14

23. 23
Strategic Inflections

24. 24
Grove’s strategic inflection point
Source:
Based
on
Andy
Grove,
Only
the
Paranoid
Survive,
1996
Business
success
STATUS
QUO
Business
failure

25. 25
The “dissonance gap”
STATUS
QUO
Marks the divergence between
“business as usual” and what you
should be doing to accommodate
and leverage the new paradigm.

26. Grove says that strategic inflections can
come from anywhere: “new technologies,
new competition, new regulations, new
customer values and habits,” etc. –
anything that has a significant impact on
the business itself or the industry as a
whole.
26

27. customer
27
Enter customer experience

28. Great, another acronym…
28

29. CXM
or
CEM
29

30. 30
The “CEM Imperative”

31. 31
“It’s about rethinking the business
with the consumer at the center
and then aligning technology,
analytics and organizational
investments to support it.”
Stefan
Olander,
VP
of
Digital
Sport,
Nike

32. Who are our
customers?
How do we get them
to our [web]sites?
What do we want
them to do?
How do we keep
them from leaving?
32
Who are our
customers?
What do they need
to do?
How can we help
them do it?
…and be better than
their other options?
From inside-out to outside-in

33. 33
So what does all this mean?

34. 34
Time to face some inconvenient truths

35. 35
CEM requires more than Marketing

36. 36
We must change the way we buy

37. 37
§ We identify all the
shortcomings of our
system (real and
perceived)
§ We make a wish list
to fit the design of
our new presentation
NOT our new process.
§ We get demos from
vendors who show us
all the new stuff to
differentiate
themselves.
Needs & Wish
List
Vendor
New Stuff
All The Stuff
Current Tech
Doesn’t Do
How we buy technology

38. The stuff we don’t
understand
[We know] we’ll wait
for Phase 2 on this
The reason we purchased
the technology
38
Needs & Wish
List
Vendor
New Stuff
All The Stuff
Current Tech
Doesn’t Do
How we implement technology

39. 39
“Must-have’s” turn into Phase 2

40. 40
Sorry, it’s not easy. Stop pretending.

41. 41
Disappointment is on its way

42. 42
There’s no holy grail
up-and-to-the-right

43. Team determines fate, not tech

44. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Sneak
preview

45. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Guidance is necessary

46. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Remember this?

47. thymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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What experience you trying to create?

48. § 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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49. @cathymcknight
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@sliewehr
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@just_clarity
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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.

50. 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

51. § 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
51
When considering software vendors

52. § 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
|
#JBoye14
52
When considering service providers

53. 53
8-step process

54. § 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
|
#JBoye14
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55. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Helpful hints
Allow common sense to prevail

56. @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

57. @cathymcknight
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@sliewehr
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@just_clarity
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#JBoye14
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Helpful hints
RFPs full of boilerplate text will elicit
responses with boilerplate text
-­‐Seth
GoSlieb

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

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