From VoC to MoC - from voice of the customer to mind of the customer

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From VoC to MoC

Jeremy Cox, Principal Analyst Customer Engagement Ovum

[email protected]

@jeremycoxcae

Evolution of VoC Directors Forum 24th February 2015

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From VoC to MoC: Agenda

Business Context

The Challenge just gets bigger

More to VoC than used to be

The art of the possible is expanding and confusing

Recommendations

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From VoC to MoC: Agenda

Business Context

The Challenge just gets bigger

More to VoC than used to be

The art of the possible is expanding and confusing

Recommendations

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The Customer is King now means something

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Ovum research indicates enterprises have recognised this customer imperative

Customer Satisfaction

Align IT with goals

Transformation

ROI

1

2

3

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From VoC to MoC: Agenda

Business Context

The Challenge just gets bigger

More to VoC than used to be

The art of the possible is expanding and confusing

Recommendations

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A deluge of ever bigger data ……………….

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Getting bigger at an accelerating rate

Source: HP

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From VoC to MoC: Agenda

Business Context

The Challenge just gets bigger

More to VoC than used to be

The art of the possible is expanding and confusing

Recommendations

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From reactive to right-first time

Modern EFM systems provide an effective rapid reaction capability

but today’s consumer is unforgiving and demands right first time

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VoC has to encompass so much more today

2015 – 2020+

Strategic/embedded

VoC to MoC Customer-adaptive

Design

Measure

Analyse

Improve

Control

Six Sigma

1990s

Tactical

Isolated right first time

intent driven not just reactive

proactive/prescient

2010 - 2015

Strategic / pervasive

early 2000s

Optional – slow burn

EFM realtime

Departmental

CX/Omnichannel

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From VoC to MoC: Agenda

Business Context

The Challenge just gets bigger

More to VoC than used to be

The art of the possible is expanding and confusing

Recommendations

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All vendors want to be the ‘customer-hub’

EFM

Customer Success

Platforms

In-Memory platforms

Customer Interaction Analytics

CRM

Community Platforms

IoT

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From VoC to MoC: Agenda

Business Context

The Challenge just gets bigger

More to VoC than used to be

The art of the possible is expanding and confusing

Recommendations

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Lay the foundations and move on to the next level

Customer-Adaptive

CEO, board level sponsorship, enterprise-wide commitment

Focused on:

• Omnichannel

• Continuous innovation

• Anticipating the future

• MoC

Rel

evan

ce t

o cu

stom

er

Coherence as an organisation

Extracted from Ovum Framework: Harnessing Voice of the Customer for Customer-Driven Transformation 2014

Augmented

CEO, board level sponsorship, enterprise-wide commitment

• Customer journey’s mapped

• Integrated channels

• Context 360

OptionalContinuous feedback from some channels

Tactical

Departmental silos,

Fragmented

Persistent

Transient

Lacking Pervasive

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VoC must be built on a solid foundation

Technology

Processes

Organisation & skills

Culture

Leadership & Customer Vision

Essential foundation

Engaged workforce

Omnichannel alignment

Simple, seamless, connected

Integrated with true customer context 360

Gov

erna

nce,

com

plia

nce,

pol

icie

s

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A final word…………….

Build the foundation – across the enterprise

Think customer journey and omnichannel

Context provides the key to understanding customer intent and right first time

You can’t get that without a high degree of integration, good unified data management supported by ‘in the moment’ analytics

Above all it calls for visionary leadership, enterprise-wide collaboration, connected processes and IT landscape that supports an engaged workforce to deliver

It’s about understanding the customer’s mind

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Thank you!

[email protected]

@JeremyCoxCAE