CX Architecture and Enterprise 2017

Customer Experience
Architecture
A look at CX & Data trends
STKI for CMOs

& CDOs
1
STKIs work Copyright@2017. Do not remove source or attribution from any slide, graph or portion of graph
How do you organize for constant change?
Source: Smart Insights

2
1. Digital Transformation
3
Its a Multi-Disciplinary Effort
Source: Altimeters 2016 State of Digital Transformation 4

Whos in-charge of the digital transformation?
?
Source: Altimeters 2016 State of Digital Transformation
5
2. Focus on Data as an asset
6
CDOs everywhere
Source: Forrester (Top Performers Appoint Chief Data Officers) 7

Why now?
EUs GDPR Require firms to be more transparent with customers' data

Data Citizenship & Self Service
Data is the backbone of digital engagements
Data Economy & Data Monetization creates a new
need for better privacy and management
8
They like to focus on the fun stuff
9
The problem:
Turning data into actionable decisions
Gathering and managing the data

Data
Insight Understanding it & extracting insights
Action Making optimal decisions based on insights
10
3. Turn Insights into Actions
11
CAO
(Chief Analytics Officer)
12
Or is it CDO v2.0?
13
Method #1: DataOps
DataOps bridges the gap between:

1. Those who collect/arrange the data
2. Those who analyze the data
3. And Those who will put the findings from that
analysis to good use
It is all about fostering collaboration
14
4. Create an Innovation culture
15
On the to-do list:
Be Innovative!
16
5. Customer Experience
transformation
17
C-levels all around us
18
1. Integrate many data sources
2. Build the data platform
3. Manage customer identities
4. Understand the data
5. Extract insights
6. Target audiences and personas
7. Establish a plan, set goals
8. Establish KPIs
9. Map out journeys
10. Choose sub-journeys
11. Orchestrate touchpoints
12. Execute journeys
13. Collect engagement data
14. Analyze it using appropriate models
15. Optimize journeys
16. Go back to #4 (insights).
19
Customer Experience Process Architecture
1.Discover Analyze customer data
DefinePlan
journeys &
Continuously test and Establishsegments
measureable
optimize KPIstouchpoints
Orchestrate
4. Optimize Data
2. Design CX
Platform
Connect
Execute to data sources
Journeys
CX actual data is Engage withGather data
customers
poured into the data Create
in different customer
channels & ID
platform Manage the data platform
touchpoints
3. Activate & Engage 20

How Are We Doing with Engagement?
1.Discover
4. Optimize Data
2. Design CX
Platform
3. Activate & Engage 21

The Omni-channel War is Over. We lost
44% do not feel companies make it easy to contact them
55% using >2 channels before an issue is resolved
77% use social channels to contact companies
21% say they never even get a response in social media
Source: +NRG State of Customer Service Experience

22
Maybe Its Time to Rethink Our Channel Strategy
+ No. 4 (STKI): Analyze & Optimize
(Source: Forrester)
http://www.genesys.com/resources/Manage_The_Cross_Touchpoint_Customer_Journey.pdf 23
How Has Digital Affected Engagement?
17% Accelerated Sales
Insufficient
How has the shift to digital 44% customer data view
experiences impacted
More complex to
engagement? 33% manage
Heightened need for

60% Content Strategy!
Marketing costs down

29% Impact up
Source: CMO Council
24
Its Raining New Immersive Digital Channels
Chatbots Wearables
Voice Assistants IoT
Augmented &
Conversational
Virtual Reality
25
Forget Bots. Conversational is the New Media
Voice commands are the next interface. Why?

Voice recognition (x3) faster (20%) more accurate than typing
Context & Intent has evolved (AI)
Home assistants are teaching us and our kids how to fulfill tasks
Talking -- Typing -- Commanding

Mobile search queries via virtual assistants will grow from 20% to >50% by YE2017 (Gartner)
26
The Real Meteor: Real Time Interactions
Ongoing Dialogues
Between Smart Agents and Customers
27
Bots Hype
28
Characteristics of Good Bots
Uses AI to
Saves time improve
Simple to use Are a part of a

journey Context
29
But What is Possible Today?
Ask me
anything
I was meant to
be more than
an IVR
Whats the
weather in TA?
30
Whats Holding Bots Back in Israel?
They live in the cloud They didnt learn Hebrew yet

31
Thank you.
STKI for CMOs &

CDOs
09-7907000 www.stki.info STKI: IT Knowledge Integrator

32

CX Architecture and Enterprise 2017

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Customer Experience

STKI for CMOs

Source: Smart Insights

Source: Altimeters 2016 State of Digital Transformation 4

Source: Forrester (Top Performers Appoint Chief Data Officers) 7

EUs GDPR Require firms to be more transparent with customers' data

Gathering and managing the data

Insight Understanding it & extracting insights

Action Making optimal decisions based on insights

DataOps bridges the gap between:

It is all about fostering collaboration

3. Activate & Engage 20

3. Activate & Engage 21

44% do not feel companies make it easy to contact them

55% using >2 channels before an issue is resolved

77% use social channels to contact companies

21% say they never even get a response in social media

Source: +NRG State of Customer Service Experience

+ No. 4 (STKI): Analyze & Optimize

17% Accelerated Sales

Heightened need for

Marketing costs down

Voice Assistants IoT

Voice commands are the next interface. Why?

Talking -- Typing -- Commanding

Simple to use Are a part of a

They live in the cloud They didnt learn Hebrew yet

STKI for CMOs &

09-7907000 www.stki.info STKI: IT Knowledge Integrator

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