Improve Customer Engagement With An Intelligent Application Strategy

IMPROVE CUSTOMER

ENGAGEMENT WITH AN

INTELLIGENT APPLICATION

STRATEGY

Bruno GuicardiPresident North America

The World in 2020:

an exercise...

The world in 2020

1) How will technology affect the business?

a› The pervasive nature

of technology will reduce

its ability to be a true

differentiator.

b› Technology will

be central to

customer

engagement,

business

differentiation, and

agility.

The world in 2020

2) How will companies architect and deploy

their business solutions?

a› Enterprise IT will still

design, manage, and

own their applications

and infrastructure.

b› external as- a-service

providers deliver the

bulks of apps , with IT

playing the role of

orchestrator

The world in 2020

3) How much influence will technology have on

customers?

a› Not much.

Technology savvy

users will flip

through services

with no special

loyalty

b› Customers will

still value rich

experiences with

brands and stick

with the most

convenient and

meaningful

Back to the present...

the only

constant is

Your customer is a

Peak experiences create ever

expectations

The Doctor Is In

(Well, Logged In)

Where we are today

Sourcing

strategy

Customer

Experience

ERP

Systems

Consolidation

Biz Alignment

Virtualization

Services

catalog

Digital Security

Agile

Infrastructure

Integration

SOA Portfolio

Mgmt

COBIT

Service

Desk

BI

Intranet

"The perpetually connected user:

The expectation that any desired information

or service is available, on any appropriate

device, in context, at a person’s moment of

need."

-- Forrester Research

ciandt.com

Customer-facing Apps

Transaction-based / Backend Apps

How different?

- Uncertainty!

- Scale!

- Stability

- Predictability

Traditional approaches

can't keep up with the

race pace...

... of ever changing technology

and customer behavior.

An intelligent app strategy...

One user journey: several touch points

Several touch points: several outcomes

Another user journey: different touch points

An intelligent app strategy should:

... and find the patterns that do

exist!

Listen continuously to

your customers.

Learnabout their behavior,

sentiment, history,

localization, wishes

and context

Talk to their needs and

expectations and

engage!

Only

then...

Correlations:

- demographics

- successful

journey steps

- bounce steps

- outliers

patterns: opportunities to maximize customer

engagement (happiness and conversion)

What happened?

Descriptive

Analytics

Why did it happen?

Diagnostic

Analytics

What will happen?

Predictive

Analytics

How can we make it happen?

Prescriptive

Analytics

Web

Mobile

Rep's

Tablets

Social

Media

CRM

E-Detailing

Analytics

Prescription Actions

PredictionsInsights

Talk Learn Listen

What boils down...

- Your increasingly demanding customer is a

moving target

- IT can perform a key role helping the

business gain insight in this complex

scenario

- Stop playing catch up and leapfrog to

future now!

How can we help?

>>> 10+ years working on Apps for

Customer Engagement for Fortune 50

companies

>>> 500+ web properties (desktop and

mobile) developed and maintained

>>> 350+ people constantly working in

engagements worldwide

Thank you!!!!

Bruno Guicardi

bruno@ciandt.com

@brunogn