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1© Cloudera, Inc. All rights reserved.
Customer Experience:A Catalyst for Digital
Transformation
Sheryl Kingstone, Researc...
Sheryl Kingstone: 451 Research Director
Within the next 5 years…...
4
Within the next 5 years…...
5
Within the next 5 years…...
6
Digital Transformation Critical to Delivering Frictionless
Experiences
• Meeting demands of empowered customers
• Stop ask...
A Four-Pronged Approach
8
Digital experience is a
key component to
transformation initiatives
It’s the new front door
for ...
Digital transformation
Digital transformation is about the application and exploitation
of technology in all aspects of an...
Digital Transformation is the investment in new digital technologies and processes to not only more
effectively engage cus...
27% 39% Mobile
Top Drivers
Location-Based Technologies
34% 44% Innovation
Financial Services44%
60%
29%
41%
39%
No
Strateg...
43%
23%
33%
21%
31%
28%
34%
39%
40%
42%
33%
30%
31%
33%
38%
28%
20%
35%
34%
46%
28%
29%
37%
45%
35%
34%
36%
18%
40%
35%
CO...
Dawn of the New Era – CDOs Are the Catalyst
13
“Organizations can digitally transform their businesses
to best attract, wi...
Who Owns The Customer?
Chief Data Officer
Chief Analytics Officer
Chief Marketing Officer
Chief Customer Officer
Chief Dig...
Top of Mind for Customer Experience Professionals
The Customer 360 Must Identify the Known and Unknown
Perspectives of a Non-Linear Customer Journey
16
Suspect
Anonymous
Pr...
Today’s Requirements of a True 360 View of the Customer
17
Demographics
Contact Details
Products Owned
Social Posts and
Pr...
21%
24%
20%
27%
14%
16%
29%
28%
15%
8%
21%
12%
28%
23%
27%
41%
28%
37%
35%
41%
17%
19%
9%
23%
16%
CONSUMER RETAIL PRODUCTS...
Relevance Drives Investments with a Formal Digital
Transformation Strategy
Challenge 1: Achieving a Customer 360 for the New
Era
20
For Big Data For Data Quality For Intelligence
Hadoop, Spark, Gra...
Three Eras of Achieving a Customer 360
21
Volume of data vs cost of storage
22
CHAT BOTS
WEB/SERVER LOGS
ERP, HRM, SCM, CRM
TRANSACTIONAL ERA INTERACTION ERA ENGAGE...
IT vs LOB Finger Pointing and Status Quo Must
Change
23
Fragmented
Customer
Data
IT’s Status Quo
“We have a platform”
Busi...
Opportunity Lost
24
A Marketing
Data Platform
…with self-service
access to
incomplete data
sources…
...built campaign
list...
The Shift to Intelligent Applications
25
BusinessImpact
Intelligent
Contextual Experiences Must Take a Hybrid Approach
Deterministic CognitiveHybrid
• Limited Human
Intervention
• Algorithmi...
AI Propels the Dawn of a New Customer Experience
Era
27
It’s All About the Contextual Experiences
28
Average KPIs
Personalization
• Significant increase
in conversion rate
and AOV
• 2x lift in
incremental
revenue return on
...
Information, Identity and Insight Feed Contextual
Experiences
31
Sean Anderson: Customer 360 SME
33© Cloudera, Inc. All rights reserved.
Cloudera helps solve this
More insights from data provides the ability to precisel...
34© Cloudera, Inc. All rights reserved.
Cloudera Enterprise – The Platform for Customer 360
Location
Social
Clickstream
BI...
35© Cloudera, Inc. All rights reserved.
Example: Campaign Optimization
Collate the Data Sources Micro-Segmentation Optimiz...
36© Cloudera, Inc. All rights reserved.
Key Enabling Capabilities
Ideal for real-time analytics on
IoT and time series dat...
37© Cloudera, Inc. All rights reserved.
Data-driven journey
BUSINESS VALUEUSECASETYPES
SIMPLE
VISIBILITY
SELF-SERVICE
BUSI...
38© Cloudera, Inc. All rights reserved.
Thank you
sheryl.kingstone@451research.com
sanderson@cloudera.com
Customer Experience: A Catalyst for Digital Transformation
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Customer Experience: A Catalyst for Digital Transformation

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Customer experience is a catalyst in many digital transformation projects. It is why many businesses invest in new technologies and processes to more effectively engage customers, constituents, or employees. The goal of putting digital tools to work in a transformative way is to ensure that data and insights connect people with information and processes that ultimately lead to a better experience for customers. Yet, it demands a modern approach that considers all of the platforms, processes, and data across the customer journey. The goal for many organizations is dynamically maintaining a single source of truth about each customer to drive personalized experiences based on individual preferences and behaviors.
However, businesses today have primarily invested in systems of record. While these systems are critical for managing internal operational processes, they are typically not effective for today's pace of business change. Insight-driven experiences require customer intelligence platforms that can finally create a customer 360. The deeper data and improved algorithms now available let users factor in individual affinity, segment, and a myriad of growing data sources. The result is greater relevance and effectiveness to deliver a differentiated experience that in today’s competitive landscape is not a luxury, but a necessity for survival.

In this session we will address:
3 things to learn:
•Leaders and Laggards of digital transformation
•How to create data-driven customer insights
•The importance of machine learning to uncover hidden insights

Publicada em: Tecnologia
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Customer Experience: A Catalyst for Digital Transformation

  1. 1. 1© Cloudera, Inc. All rights reserved. Customer Experience:A Catalyst for Digital Transformation Sheryl Kingstone, Research Director (451) SeanAnderson, Data Science and Customer 360 SME (Cloudera)
  2. 2. Sheryl Kingstone: 451 Research Director
  3. 3. Within the next 5 years…... 4
  4. 4. Within the next 5 years…... 5
  5. 5. Within the next 5 years…... 6
  6. 6. Digital Transformation Critical to Delivering Frictionless Experiences • Meeting demands of empowered customers • Stop asking customers to adapt to company processes or technology constraints • New competitive threats demand speed to market • Analytics and data critical component to delivering contextually-driven engagement
  7. 7. A Four-Pronged Approach 8 Digital experience is a key component to transformation initiatives It’s the new front door for all businesses
  8. 8. Digital transformation Digital transformation is about the application and exploitation of technology in all aspects of an organisation’s activity. 9 Digital transformation ˈdɪdʒɪt(ə)l/ ˌtransfəˈmeɪʃ(ə)n adjective noun … Success isn't only about the technology. It’s about rethinking strategy, culture, talent, operating models and processes.
  9. 9. Digital Transformation is the investment in new digital technologies and processes to not only more effectively engage customers, partners or employees, but also cut costs. 17% 20% 33% 29% 1% We currently have no digital transformation strategy We are considering it, but have no formal plans We are in the planning stage - researching to form our digital transformation strategy We have a formal strategy and are actively digitizing our business processes and technologies Don't Know Which of the following best describes your organization’s status with regards to a Digital Transformation effort? Nearly 1/3 have a formal digital transformation strategy Source: 451 Research, VoCUL Representative 2H, 2016,
  10. 10. 27% 39% Mobile Top Drivers Location-Based Technologies 34% 44% Innovation Financial Services44% 60% 29% 41% 39% No Strategy Formal Strategy We have a formal strategy and are actively digitizing our business processes and technologies We currently have no digital transformation strategy Healthcare 63% Over 500 EmployeesUnder 500 Employees Top Industry Company Size Managing Data GrowthManaging Risk of Social Networks Top Pain Point Top Drivers Innovation Top Transformational Technology Digital Transformation Maturation Source: 451 Research 2H 2016 Voice of the Connected User Landscape: Corporate Mobility and Digital Transformation survey, conducted during August 2016. n= >500 IT and line-of-business decision-makers
  11. 11. 43% 23% 33% 21% 31% 28% 34% 39% 40% 42% 33% 30% 31% 33% 38% 28% 20% 35% 34% 46% 28% 29% 37% 45% 35% 34% 36% 18% 40% 35% CONSUMER RETAIL PRODUCTS & SERVICES FINANCIAL SERVICES HEALTHCARE MANUFACTURING EQUIPMENT & SERVICES TELECOMMUNICATIONS - CARRIER/ISP Customer responsiveness Security Initiatives Creating new revenue streams Enabling more mobile/remote working Transforming business processes to improve operational efficiencies Enhancing our ability to innovate and develop new products and services Biggest Drivers Vary By Vertical Source: 451 Research 2H 2016 Voice of the Connected User Landscape: Corporate Mobility and Digital Transformation survey, conducted during August 2016. n= >500 IT and line-of-business decision-makers
  12. 12. Dawn of the New Era – CDOs Are the Catalyst 13 “Organizations can digitally transform their businesses to best attract, win, retain and support customers by leveraging the latest applications, analytics and infrastructure to deliver a differentiated experience that is not a luxury, but a necessity for survival.”
  13. 13. Who Owns The Customer? Chief Data Officer Chief Analytics Officer Chief Marketing Officer Chief Customer Officer Chief Digital Officer Chief Technology Offer Chief…...
  14. 14. Top of Mind for Customer Experience Professionals
  15. 15. The Customer 360 Must Identify the Known and Unknown Perspectives of a Non-Linear Customer Journey 16 Suspect Anonymous Prospect Known Prospect Customer Advocate Inactive Suspect Prospect Customer
  16. 16. Today’s Requirements of a True 360 View of the Customer 17 Demographics Contact Details Products Owned Social Posts and Profiles Relationships Service Requests Interactions Transactions Sentiment Life Events Alerts Churn, Risk and Value Inferred Demographics (Occupation, etc.) Personality Influencers Customer Journey Insights Proximity and Location Events
  17. 17. 21% 24% 20% 27% 14% 16% 29% 28% 15% 8% 21% 12% 28% 23% 27% 41% 28% 37% 35% 41% 17% 19% 9% 23% 16% CONSUMER RETAIL PRODUCTS AND SERVICES MANUFACTURING EQUIPMENT AND SERVICES FINANCIAL SERVICES TELECOMMUNICATIONS – CARRIER/ISP HEALTHCARE Integrating business apps across silos and processes Adapting legacy business apps that are not flexible or customizable Mobilizing business applications Managing data growth Eliminating data silos Managing Data Growth Pain Across All Businesses Source: 451 Research 2H 2016 Voice of the Connected User Landscape: Corporate Mobility and Digital Transformation survey, conducted during August 2016. n= >500 IT and line-of-business decision-makers
  18. 18. Relevance Drives Investments with a Formal Digital Transformation Strategy
  19. 19. Challenge 1: Achieving a Customer 360 for the New Era 20 For Big Data For Data Quality For Intelligence Hadoop, Spark, Graph and Columnar Data Stores Data Synthesis, Scalable Data Stewardship Analytics, Machine Learning
  20. 20. Three Eras of Achieving a Customer 360 21
  21. 21. Volume of data vs cost of storage 22 CHAT BOTS WEB/SERVER LOGS ERP, HRM, SCM, CRM TRANSACTIONAL ERA INTERACTION ERA ENGAGEMENT ERA MOBILE DATA SOCIAL MEDIA RECOMMENDATION ENGINES E-COMMERCE DIGITAL ASSISTANTS SENSORS/IOT REVIEW SITES
  22. 22. IT vs LOB Finger Pointing and Status Quo Must Change 23 Fragmented Customer Data IT’s Status Quo “We have a platform” Business’ Status Quo “Just do it” MDM and Data Warehouses Only structured data, designed to be system of record Data Lakes and Hadoop A dumping ground for data, not connected into business context IT approaches try to consolidate everything, but are designed to solve IT problems and address ALL data domains rather than solving real business problems. Customer Analytics Tools Sophisticated analytics but poor data management, fragmented analytic types = disconnected insights Marketing Data Platforms Easy to use but don’t access enterprise data, and no data management capabilities Business approaches involve going outside of IT for the sake of ‘getting it done,’ but rush and underestimate data management. They have the wrong data for analysis and the wrong insights. Data Visualization Tools An empty tool, designed to create dashboards CRM Systems of record designed for operational sales, marketing or service use cases
  23. 23. Opportunity Lost 24 A Marketing Data Platform …with self-service access to incomplete data sources… ...built campaign lists... BUT ...failed to segment customers based on complete data, resulting in mis- targeted campaigns and low response. …with incomplete customer data from the data warehouse… …identified propensity to churn… BUT failed to unearth leading indicators, resulting in untimely predictions that were too late to act on. Customer Analytic Tools …with un- synthesized customer data… …identified a cross- sell opportunity… BUT failed to do proper customer matching, resulting in duplicate offers and a lower response rate. Data LakeA MDM Hub …with only structured master customer data… …prioritized service queues… BUT failed to factor in all customer data and relationships, resulting in providing poor service levels to valuable clients. Visualization …with beautiful charts and graphs… …identified what-if scenarios… BUT …failed to provide prescriptive insight and was only as good as the data driving it. CRM …with customer profile data… …identified opportunities, campaigns and cases… BUT …failed to provide the next best action based on the full 360.
  24. 24. The Shift to Intelligent Applications 25 BusinessImpact Intelligent
  25. 25. Contextual Experiences Must Take a Hybrid Approach Deterministic CognitiveHybrid • Limited Human Intervention • Algorithmic • 1:1 • Pre- determined • Rules-Based • Segment Capture real-time content and data, and then dynamically interact with relevant content based on explicit signals such as search and implicit signals such as first party customer data
  26. 26. AI Propels the Dawn of a New Customer Experience Era 27
  27. 27. It’s All About the Contextual Experiences 28
  28. 28. Average KPIs Personalization • Significant increase in conversion rate and AOV • 2x lift in incremental revenue return on promotional spend vs. BAU Increased lifetime spend by 15% Machine Learning Strategies Scale Individualized Offers Results • Based on behavior the service predicts and dynamically adjusts email based on likelihood to open messages Delivery or Send time optimization • Dynamically choose best subject lines Subject line optimization • Rapidly find content that will drive conversion for each individual subscriber Dynamic Content Optimization • Rapidly create offer that will drive conversion for each individual subscriber Dynamic Offer Optimization
  29. 29. Information, Identity and Insight Feed Contextual Experiences
  30. 30. 31
  31. 31. Sean Anderson: Customer 360 SME
  32. 32. 33© Cloudera, Inc. All rights reserved. Cloudera helps solve this More insights from data provides the ability to precisely predict user behavior, and deliver new data solutions We help marketers become better at leveraging data and by giving them a wide range of familiar tools and self service access to data
  33. 33. 34© Cloudera, Inc. All rights reserved. Cloudera Enterprise – The Platform for Customer 360 Location Social Clickstream BI Tools Online & Mobile Apps Billing/ Ordering CRM/ Profile Marketing Campaigns Search EDW N/W Logs Call Center Apps Network Other Structured Sources Internal Systems External Sources BI Solutions Real-Time AppsSearch Data Science Workbench SQL Machine Learning Systems Data OPERATIONS Cloudera Manager Cloudera Director DATA MANAGEMENT Cloudera Navigator Encrypt and KeyTrustee Optimizer BATCH Sqoop REAL-TIME Kafka, Flume PROCESS, ANALYZE, SERVE UNIFIED SERVICES RESOURCE MANAGEMENT YARN SECURITY Sentry, RecordService FILESYSTEM HDFS RELATIONAL Kudu NoSQL HBase STORE INTEGRATE BATCH Spark, Hive, Pig MapReduce STREAM Spark SQL Impala SEARCH Solr SDK Partners
  34. 34. 35© Cloudera, Inc. All rights reserved. Example: Campaign Optimization Collate the Data Sources Micro-Segmentation Optimize Campaigns Devise Micro- segments based on combining multiple factors: • Age • Location • Spending History • Preferences • Usage • Social Influence • etc Drive Personalized Campaigns for specific micro-segments Targeted campaigns to high value customers only Channel Analytics based by customer segments Geo-Location based targeted advertising
  35. 35. 36© Cloudera, Inc. All rights reserved. Key Enabling Capabilities Ideal for real-time analytics on IoT and time series data. Simplifies Lambda architectures for running real-time analytics on streaming data Leading analytic SQL engine running natively in Hadoop. Impala provides the fastest insights, at high-concurrency, with the familiar access necessary for powering BI and analytics across the business. Kudu: Real-Time Offers Impala: Self Service BI Data Science Workbench Collaborative hub for enterprise data science and an integrated development environment for running Python, R, & Scala with support for Spark
  36. 36. 37© Cloudera, Inc. All rights reserved. Data-driven journey BUSINESS VALUEUSECASETYPES SIMPLE VISIBILITY SELF-SERVICE BUSINESS TRANSFORMATION COMPLEX STRATEGICTACTICAL
  37. 37. 38© Cloudera, Inc. All rights reserved. Thank you sheryl.kingstone@451research.com sanderson@cloudera.com

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