Bruce Rogers Chief Insights Officer Forbes

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3 Bruce Rogers Chief Insights Officer Forbes 3

4 Customer Demand Drives Business Transformation Source: Forbes Insights, Business Transformation and the Corporate Agenda,

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6 The Customer Experience By 2020, customer experience is expected to surpass product and pricing as the key business differentiator 86% of consumers will pay more for a better experience The average deal has over 8 decision makers - a 43% increase from 3 years ago Connected and Empowered Consumer is one of the top 5 disruptive forces for Marketing Customers 2020: The Future of B-to-B Customer Experience, Walker Information, Inc., 2014 Harris Interactive Customer Experience Impact Report IDC ANA 2014 Disruptive Survey 6

7 CRM: Who Owns the Customer? 22

8 Bruce Rogers Chief Insights Officer Forbes Chris Benedetto Director of Product Marketing Pega Sales Automation 8

9 Sales Owns the Customer Life Cycle ENGAGE DISCOVER ASK EXPLORE USE BUY 2014 Forrester Research, Inc.

10 Sales Knows the Customer Male, born in 1948 Grew up in England Married twice, children Successful, wealthy, celebrity Loves dogs and the Alps

11 Sales Builds Trust and Loyalty by Managing the E2E Process

12 Pega Sales Automation Manages the end to end sales process: from lead to cash Drives revenue by intelligently guiding prospects and customers Supports complex product and territory sales models 12

13 Bruce Rogers Chief Insights Officer Forbes Chris Benedetto Director of Product Marketing Pega Sales Automation Ed Burek Director of Product Marketing Pega Marketing 13

14 Marketing Owns the Customer Lifecycle ENGAGE DISCOVER ASK EXPLORE USE BUY 2014 Forrester Research, Inc.

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16 Marketers Control Context: Basis of Customer Journey

17 Pega Marketing Understands customer context and operates across all channels Optimizes the only metric that really matters: Customer Lifetime Value Master complexity and continuously adapt and evolve marketing strategies

18 Bruce Rogers Chief Insights Officer Forbes Chris Benedetto Director of Product Marketing Pega Sales Automation Ed Burek Director of Product Marketing Pega Marketing Jeff Foley Director of Product Marketing Pega Customer Service 18

19 Customer Service Owns the Customer Lifecycle ENGAGE DISCOVER ASK EXPLORE USE BUY 2014 Forrester Research, Inc.

20 Service Trumps Product As Customers Top Priority

21 Top Customer Service Goals: Improve the Customer Service Experience What are your firm s most important customer service goals over the next 12 months? (Rank your top 3) Total Improve the cross-channel customer service experience 14% 16% 12% 41% Improve customer satisfaction via NPS or C-Sat score 15% 13% 12% 40% Increase customer profitability 12% 12% 12% 35% Improve customer self-service capabilities 9% 12% 13% 33% Improve employee productivity 12% 9% 9% 30% Reduce the cost of servicing customers 9% 10% 9% 28% Reduce churn to achieve customer retention goals 8% 8% 9% 25% Offer additional communication channels (ex. twitter, chat, mobile app) to existing customers 7% 7% 11% 25% Meet regulatory compliance goals 8% 6% 8% 22% Understand and map the customer journey 6% 8% 5% 19% Base: 225 global contact center decision-makers Source: A commissioned study conducted by Forrester Consulting on behalf of Pegasystems, April 2015

22 Customers Are Crossing Engagement Channels Social Browse Community Forum Browse A Company Website Tweet About A Company Web Browse Facebook Page Visit An Sales Agent In Office In Person Transfer To Service Agent Phone Mobile A Company Service Agent Navigate an IVR On A Smartphone Receive Info Via SMS 22

23 Pega Customer Service Deliver real-time, personalized service via any channel Handle complex cases with step-by-step intelligent guidance Rapidly adapt to meet changing customer demands

24 Bruce Rogers Chief Insights Officer Forbes Chris Benedetto Director of Product Marketing Pega Sales Automation Ed Burek Director of Product Marketing Pega Marketing Jeff Foley Director of Product Marketing Pega Customer Service 24

25 Everyone Owns the Customer Lifecycle! ENGAGE DISCOVER ASK EXPLORE USE BUY 2014 Forrester Research, Inc.

26 The Company Owns the Relationship On average, organizations use 36 different data-gathering systems and vendors for marketing efforts. Only 38% of marketers are primarily focused on repeat customers, while nearly half (49%) are still focused on new customers. Just 37% of teams responsible for customer acquisition and interfacing, regardless of lifecycle stage, are fully integrated. Half (49%) of all respondents indicate marketing and data teams are siloed. 26

27 Adding Value Across the Customer Lifecycle Acquire Service Grow Mitigate Retain Baseline Value Who Owns It?

28 CRM Evolved 28

29 Q&A 29

30 Bruce Rogers Chief Insights Officer Forbes Chris Ed Jeff 30