How to Connect CCM to Customer Experience. John Zimmerer Topdown

Transcription

1 How to Connect CCM to Customer Experience John Zimmerer Topdown

2 WHAT IS CUSTOMER EXPERIENCE? How customers perceive their interactions with an organization. FORRESTER

3 WHAT IS FORRESTER S CUSTOMER EXPERIENCE INDEX? Scoring system. The core of the CX Index is an algorithm for measuring CX quality. A brand's CX Index score reflects how well its customer interactions help to strengthen three types of loyalty retention loyalty, enrichment loyalty, and advocacy loyalty. Diagnostic tool. In addition to a high-level score, the CX Index measures how well brands deliver on 25 drivers of CX quality, like how quickly they resolve customers' problems. These drivers help explain why a firm's CX Index score is what it is and shed light on specific areas for improvement. Some CX Index drivers, like resolution speed, are basic CX hygiene factors that apply in every industry. Others are industry-specific because they relate to things like a store, branch, or claims process that are only relevant in specific contexts. Competitive benchmark. Every year, Forrester uses the CX Index methodology to take a snapshot of CX quality across the globe. We survey more than 180,000 customers across eight countries about their experience with more than 900 large brands in 18 different industries. The CX Index scores we get from that benchmark data tell us what the best-inclass CX brands are at that time, the CX leader in each industry, brands that have improved CX quality most since the last benchmark, and how brands stack up to competitors on critical CX drivers. Source: Ten Things To Know About Forrester s Customer Experience Index (Aug. 2015)

4 WHAT DOES FORRESTER S CX INDEX MEASURE? Source: The Business Impact of Customer Experience (March 2014)

5 CX INDEX: INDUSTRIES Source: Forrester s Customer Experience Index Online Survey, U.S. Consumers Q3 2015

6 CCM DRIVES CX ACROSS INDUSTRIES Source: How Companies Improved Their Customer Experience Index Scores (June 2014)

7 CCM DRIVES CX ACROSS INDUSTRIES Source: How Companies Improved Their Customer Experience Index Scores (June 2014)

8 FORRESTER S CUSTOMER EXPERIENCE INDEX SCORE IMPROVERS Source: How Companies Improved Their Customer Experience Index Scores (June 2014)

9 Source: Why Financial Services Firms Top Forrester s Customer Experience Index (April 2016)

10 FORRESTER S DX PLATFORM ARCHITECTURE Source: The Forrester Wave : Digital Experience Platforms, Q (Oct. 2015)

11 SHARING DATA Source Field Value Alias Transform POLICYHOLDER_FNAME Customer: First Name <None> POLICYHOLDER_LNAME Customer: Last Name <None> POLICYHOLDER_POLICY_NO Customer: Policy Number Partial Mask POLICYHOLDER_CLAIM_NO Customer: Claim Number <None> POLICYHOLDER_ADDR_1 Customer: Street Address Sentence Case POLICYHOLDER_CITYNAME Customer: City Initial Upper

12 SHARING CONTENT Source: Mobilize, Monetize, And Harvest Enterprise Content With Interoperability Standards (Feb. 2014)

13 SHARING CONTENT Templates Rich Text CONTENT REPOSITORY Media Styles Logic Template Set Opening Image Stylesheet Rule Template Set Paragraph Logo Stylesheet Rule Template Set Closing Movie Rule Mobile Web Print Chart Graph Rule Rule Rule Rule

14 THERE S NO SUCH THING AS A DOCUMENT ANYMORE

15 OPEN STANDARDS ENABLE CHANNEL-INDEPENDENCE

16 MODERN APP ARCHITECTURE FACILITATES INTEGRATION Source: Application Modernization, Service By Microservice (Dec. 2015)

17 CLOUD BRINGS DEPLOYMENT, OPEX, AND MOBILE BENEFITS TO SOFTWARE Source: Make The Cloud A Foundation Of Your DX Platform Strategy (Aug. 2015)

18 CCM MOVING TO THE CLOUD SLOWLY Source: The Forrester Wave : Customer Communications Management, Q (June 2016)

19 STRATEGIC: MAP YOUR CUSTOMER JOURNEYS Source: Mapping The Customer Journey (Jan. 2016)

20 STRATEGIC: BUILD THE CASE FROM THE OUTSIDE IN Source: Your Digital Experience Technology Strategy Starts With A Customer Journey Map (Dec. 2015)

21 TACTICAL: WHAT TO DO, WHEN Source: Your Digital Experience Technology Strategy Starts With A Customer Journey Map (Dec. 2015)

22 TECHNOLOGY DEMONSTRATION INTOUCH

23 TOPDOWN FOCUS GROUP Participants will learn more about: Cloud-based CCM Open source technologies Data virtualization Channel-agnostic content Multichannel design and preview Request to join: