Cross-channel customer engagement: What 150 C-Level executives think about it!

#XCHANNEL www.aditi.com

Wake up from your Customer

Engagement Stupor!

http://www.aditi.com/

#XCHANNEL www.aditi.com 2

We asked ourselves, how does the industry perceive

CROSS-CHANNEL CUSTOMER ENGAGEMENT

So Aditi Technologies partnered with Information Week

to find answers…



HERE’S WHAT WE SET OUT TO UNDERSTAND

3

WHY DO SOME SUCCEED IN CROSS CHANNEL CUSTOMER

ENGAGEMENT WHILE OTHERS FAIL?

HOW MUCH OF THAT SUCCESS IS DEPENDENT ON “IT” ?

AND WHAT CAN “IT” DO ABOUT IT ?



THE RULES OF DIGITAL ENGAGEMENT ARE EVOLVING FAST.

1995

INTERNET OF

DOCUMENTS

CONTENT

2000

INTERNET OF

COMMERCE

DESIGN

2005

INTERNET OF

APPLICATIONS

CLOUD

2010

INTERNET OF

CONTEXT

DATA

2015

INTERNET OF

THINGS

DEVICE



1. THEIR EXISTING STRATEGY FOR CROSS CHANNEL

CUSTOMER ENGAGEMENT

2. HOW EFFECTIVE HAS IT BEEN

3. WHAT ARE THEIR EXECUTION CHALLENGES

WE ASKED READERS OF INFORMATIONWEEK ABOUT:



THE SURVEY

187

Respondents

26 Industries CXO / VP BUSINESS AND

TECHNOLOGY TRACKS



WHILE EVERYONE ACKNOWLEDGES ITS IMPORTANCE…

It could

threaten the

company’s

existence

Our Business

Performance

could suffer

substantially

We could lose

customers to

competitors with more

advanced customer

engagement

capabilities

Our brand

value could

suffer

substantially

There would

not be any real

impact on my

company

17%

41%

60%

43%

14%

If my company fails to adequately evolve its customer engagement strategy…



…AND ARE CLEAR ABOUT WHAT DRIVES SUCCESS IN XCHANNEL…

How much of a role does each of the following have in driving your organization’s customer

engagement agenda?

40% Presence across channels such as Mobile,

Facebook, Instagram, etc.

47% 360 Degree view of customer, aggregating

data from various sources

50%

Ability to create a scalable and flexible platform

to develop and roll out new offerings

53%

Ability to have a contextual and relevant

conversation with our customer in any channel

57%

Ability to personalize recommendations,

experience, and offerings for each customer

62%

Ability to build a culture of customer

engagement within the organization



ROI FROM XCHANNEL CUSTOMER ENGAGEMENT IS HARD TO REALIZE

Which of the following best describes your company’s current status on cross-channel

engagement?

8%

20%

28%

32%

12%

Don’t Know

If there has been

any steps towards

cross-channel

engagement

No Focus Yet

We do not have any

clear strategic

objectives or goals for

cross-channel customer

engagement

Slow Implementation

We have a strategic

vision, but are

progressing slowly on

implementation

No Results Yet

We have made good

progress, but have yet

to fully realize intended

benefits

Leaders

We have achieved

cross-channel customer

engagement and are

leveraging it



AND FULL CHANNEL INTEGRATION IS EVEN MORE DISTANT

Some integration

between channels

46%

27%

19%

2% 6%

Each channel functions as a

separate mode of

engagement

Good Integration between

channels

Full Integration

between channels

Don’t know

Which of the following best describes the relationship between your company’s various

customer engagement channels?



DESPITE IT’S PERCEIVED IMPORTANCE, ONLY 12% COMPANIES

ARE REALLY NAILING XCHANNEL ENGAGEMENT



1. KNOWING EACH CUSTOMER ACROSS EVERY CHANNEL

2. CONNECT WITH CUSTOMERS IN A CONSISTENT,

THREADED MANNER ACROSS EVERY TOUCH POINT

3. PERSONALIZING CUSTOMER ENGAGEMENTS BASED ON

CONTEXT AND CONTENT

WE DRILLED DEEPER INTO THREE BUILDING BLOCKS OF

XCHANNEL TO UNDERSTAND MORE



Know the Customer

Data and Single View



SINGLE VIEW OF CUSTOMER – WHY IS IT IMPORTANT?

What would be the top benefits of having

a single view of customer?



LACK OF A CONSOLIDATED VIEW OF CUSTOMER

Consumers today expect companies to

know them well

Consumers want

companies to

demonstrate that

they know her

But, the companies lack a good

understanding of their customer

No plans to attempt a single customer view 16%

Not yet started, but planning to do so 23%

Recently started taking steps 35%

Have a SCV, but it’s not effective 10%

Have a SCV, and it is effective 11%

Don’t know 6%

59% 64%

Consumers want

companies to know

what products or

services she likes



TOP 5 REASONS FOR THE DISCONNECT

47%

41%

46%

41%

43%

46% Quality of customer data obtained from

various sources

43% Lack of data from various sources,

including external sources such as social

media

Regulatory requirements and privacy

concerns that limit data collection 41%

Company’s Organizational Structure 47%

The lack of a trustworthy, step-by-step

roadmap for getting from present state to

desired target state 41%



Connect with the Customer

Multi- Channel Engagement



What would be the top benefits of multi-

channel engagement?

MULTI CHANNEL ENGAGEMENT – WHY IS IT IMPORTANT?



DISCONNECT IN MULTICHANNEL ENGAGEMENT

But, the current state of multi-channel

engagement is underwhelming

No plans to unify channels

18%

Not yet started, but planning to do so

20%

Recently started taking steps

36%

Multi-channel strategy, but it’s not effective

5%

Multi-channel strategy, and it is effective

12%

Don’t know

8%




54%

42%

51%

47%

51%

51% Your company’s budget constraints

51% Limitations and gaps in your company’s

internal skills and expertise

Decentralized channel ownership 42%

The time, effort, and difficulty associated

with understanding and evaluating new

customer engagement technology

solutions.

54%

The lack of a trustworthy, step-by-step

road map for getting from present state to

desired target state 47%



Personalize for each

Creating a Personalized experience



PERSONALIZATION – WHY IS IT IMPORTANT?

What would be the top benefits of

personalization for every customer?



FAILURE TO TREAT EACH CUSTOMER AS ONE

Consumers today want intelligent

engagement

Consumers expect

more precise,

personalized offers

But, the companies lack a good

understanding of their customer

No plans to attempt personalization 19%

Not yet started, but planning to do so 20%

Recently started taking steps 34%

Personalization strategy, but it’s not effective 9%

Personalization Strategy, and it is effective 11%

Don’t know 7%

59% 53%

Consumers want

companies to maintain a

cross-channel history of

all her purchases




44%

40%

44%

38%

42%

44% Lack of a trustworthy, step-by-step

roadmap for getting from the present state

to desired target state

42% Matching the offering with the customer

need using available data

Limitations and gaps in your company’s

internal skills and expertise 40%

Lack of capability to perform real-time

analysis of customer data 44%

Technology backbone to have the ability to

execute campaigns in real-time and on-

demand when they are contextually

relevant

38%



1

Are there templates for ‘best in class’ execution ? 2



CMO 71%

CEO 60%

HEAD of SALES 57%

CIO 52%

WHO’S IN CHARGE OF CROSS CHANNEL ENGAGEMENT

CIOs are fourth in the list of executives leading the agenda

This in spite of the fact that 81% of our survey respondents were IT executives

CFO 35%



C.I.O Career Is Over



BUT TECHNOLOGY IS AT THE HEART OF DIGITAL ENGAGEMENT



IT LEADERSHIP NEEDS TO UPGRADE TO STAY RELEVANT

Chief

Digital

Officer

CIO ++

Chief

Technology

Officer

Chief Data

/ Analytics

Officer Chief

Innovation

Officer



MEET THE NEW AGE CIO – MITTU SRIDHARA

Changing Business Trajectory with Systems of Engagement

Group CIO – TUI

At Ladbrokes - formulated

and delivered a three year

multi-channel, end-to-end

technology strategy

At Sabre, led a team which

delivered innovative

products that helped the

company generate around

$250m.

As CIO of Avis Europe

delivered a customer-

facing system.

One core platform

across business &

application integration

Investments in

Multichannel Commerce

suite

Developed industry

leading app to reach

customers

Big Data and Analytics

to build a single view of

customer

Combining personal

advice and service with

digital



STRESS FREE TRAVEL EXPERIENCE THROUGH MODERN APPS

From transactions to 1 Conversation

with Systems of Engagement

• Seamlessly digital experience

• Make intelligent suggestions

• Customer centered personalization

• Omni-channel presence



NEW AGE CIO IMPERATIVE – DEEPER CUSTOMER UNDERSTANDING



33

Inventory, Yield, Contracting

Corporate/Collaboration

Finance

Middleware, Data cache

Mobile

Web and Search

Content

Social and eCRM

Customer Analytics and Insights

SYSTEMS OF

ENGAGEMENT (Customer facing systems)

SYSTEMS OF RECORD (Operational systems)

CEO/CMO/CIO++

CIO--

#XCHANNEL IT IMPERATIVE - SYSTEMS OF ENGAGEMENT



ASYMMETRIC DATA IMMERSIVE EXPERIENCE

HOW TO WIN AT THE HIGH STAKES GAME OF #XCHANNEL

Connected and curated across engagement horizon

Personalized content based on context



3

2 SINGLE VIEW

OF

CUSTOMER

API LED PLATFORM

AND CHANNEL

INTEGRATION

CUSTOMER

ANALYTICS

PERSONALIZED

CONNECTED

EXPERIENCES

BUILDING NETWORK EFFECT IN #XCHANNEL CUSTOMER ENGAGEMENT



AND A DETAILED ROADMAP TO GET THERE

CLOUD OPERATIONS Infrastructure

Migration

Application Dev

Saas Implementation

And Cloud Integration

Storage

and

Mailbox

Data Dev/Test

env.

Web,

Portals

SaaSify Compute Scale Media

Office Analytics CRM HRMS

CLOUD ROADMAP

DR/ Backup

DevOps Monitoring

Security

Audit Optimizatio

n PUBLIC, HYBRID, PRIVATE CLOUD

STRATEGY

MARKETING IT

User Experience

Multichannel

Engagement

Customer Data and

Analytics

Digital

Experience

Product

Experience

Responsive

/ adaptive

Design

Interface

Design

Device

Experience

Design

Mobile

Enablemen

t

E-

commerce

App

Strategy

Single view

of Cust.

Cust.

Analytics

Loyalty

Mgmt.

Nurture

Programs

CUSTOMER ENGAGEMENT

E-comm

and

Payment

CRM Mktg.

Automation

Social

Listening &

Response

Analytics WCMS PERSONA, CHANNEL

AND DEVICE STRATEGY



Thank you @sunnyneogi




Cross-channel customer engagement: What 150 C-Level executives think about it!

Technology

xchannel customer engagement

crosschannel engagement

customer engagement

culture of customer

customer engagement

channel integration

rules of digital engagement

degree view of customer