what the smartest brands know about cx ... and what they still aren't doing about it

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What the smartest brands know about CX ... and what they still aren't doing about itSeptember 28, 2016

© Dynatrace, LLC

Our speakersDr. Natalie L. Petouhoff

Vice President and Principal Analyst, Constellation Research

Steve Trimbo

Global Omni-Channel Practice Manager, Dynatrace

Dr. Natalie Petouhoff is a keynote speaker and researcher in all customer-facing applications, including Social, Mobile, Digital, Listening and Monitoring, Marketing, Commerce, Customer Experience of IoT, Customer Care, Customer Service, and Contact Centers. Clients look for her guidance and perspective, which is always refreshing, paradigm-shifting and innovative.

Petouhoff was voted one of the top 100 Most Influential Women in the World, as one of the top 50 CRM and Customer Experience Professionals and in the Top 20 for Social and Digital Media Experts. She is often quoted in USA Today, Adage, BusinessWeek, Fast Company and The New York Times.

Steve Trimbo has been with Dynatrace for 5 years focused on driving success in our most complex and challenging customer programs. His background is in IT Ops, Service Management, Program Management and Software Development with fourteen years in retail organizations. Prior to joining Dynatrace Steve was a Lead Architect at Target and prior to that worked with ATG (now part of Oracle) and Best Buy.

© 2010 - 2016 Constellation Research, Inc. All rights reserved.

The Business Imperative: Defining Customer Experience Via Digital Experience MetricsThe Gap Between CX and Customer Digital Experience isDigital Performance Management

September 28, 2016

Dr. Nata

lie Pe

touhoff, VP &

Princip

al Analy

st

Next Generation Customer Experience

@drnatalie @dynatrace @constellationr #CX #DPM #DX


Title


Customer Experience is NOW a CEO-Level conversationCX is critical to business results, and consequently

A top strategic priority across many industries

@drnatalie @dynatrace @constellationr #CX #DPM XDX

92% of executives surveyed said the customer experience strategy is one of their top three priorities

65% of respondents expect to improve profitability by improving the overall lifetime value of customers

© 2010 - 2016 Constellation Research, Inc. All rights reserved. @drnatalie @dynatrace @constellationr #CX #DPM #DX

Customers talking to each other and make buying decisions based on friends, family and especially recommendations of strangers

And word-of-mouth in digital tends to be very direct & authentic

So the digital experience really, really matters as a competitive

differentiator


Brands NOW must become

Public Social EXPERIENCES

Customer’s Digital Experience DeterminesLoyalty to a Company- That’s a Bottom-line Issue



“If its slow, it’s a no go”

While CX investments are significant, returns are often lacking.In the customer’s opinion – which is what really countsWHY??????

87% of customers agree customer experience needs to be better



Website Customers Are Not Happy

• 71% of people surveyed feel regularly inconvenienced by slow websites• Over 30% report that their performance-related stress or anger has increased, not

decreased, over the years.• 50% believe websites have either not improved in speed or have become slower over the

past several years• 78% felt some kind of negative emotion due to slow or unreliable websites• 44% of users say that slow online transactions make them unsure about the success of the

transaction


Mobile Customers Are Not Happy

Can you afford to make so many of your customers unhappy?

39% of mobile users are unhappy

57% had performance issues

46% won’t return

Throw their phone 4%

Behave more or less normally 62%

Scream at their phone 11%

Curse at their phone 23%


CX investments are significant, but returns are often lacking. Business is leaving money on the table… Why?



Two Camps

Each doing what they think is bestbased on how they are measured


IT or DPM or DX CX


“We never talk…”

• CX managers consider DX to be the exclusive domain of IT

• IT managers set objectives without business insights

Let me check my CSAT scores, conversions rates, Net Promoter Score…

SLA compliance looks good for page load

times, errors per task, time to first

click…


Finding the “sweet spot” requires collaboration

Response time

Conv

ersio

ns

IT owns this axis

• The business owns this axis, e.g.– Sign-up for a webinar, newsletter– Fill-in a form– Finish purchase

• IT owns DX, but needs to provide relevant insights to the business

• CX managers need to participate in DX– Defining operational objectives –

where is the knee in the curve? – Considering DX impacts of business

initiatives – making conscious tradeoffs


You don’t know what you don’t know…

DX is the New CX

DPM is the way to DX Excellence

@drnatalie @dynatrace @constellationr #CX #DX #DPM


16

Organizations need to rethink their approach…

You have to manage DX to manage CX

IT’S TIME TO RETHINKEVERYTHING


Confidential, Dynatrace, LLC

How you can deliver measurably high-quality digital experiences

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What is digital experience (DX)?

“The degree to which interaction with your web site(s) and mobile app’s is fast and error-free.”

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What is digital experience (DX) management?

Policy – How fast is fast enough? Tools and data – What digital experience are we

delivering? How does it relate to business results? Process – Are we delivering actionable information to

stakeholders? Are we planning for impactful changes? Are we communicating and continuously improving?

People – Who defines policies? Who measures effectiveness? Who acts on information? Who reviews and approves actions?

What is your level of DX management maturity? Who owns it?

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Assess DX Management Maturity across 5 dimensions

Digital Business Performance Reporting & Collaboration

Digital Business Performance Measurement

The ability to measure technology behavior and performance, together withuser behavior and business performance.

Digital Business Problem Resolution

Identification of both potential and actual user struggles, correlation to businessimpact, problem isolation, root cause determination, and specificity to drive fixes.

Digital BusinessPerformance Improvement

Performance intelligence that identifies opportunities to improve end userexperience and digital business outcomes.

Digital Business Problem Prevention & Readiness

Continuous performance measurement through the digital assetlifecycle, realistic simulation of usage, and digital asset governance based on performance.

Analytics supporting business IT and business decision-making,development-friendly insight exchange, common metrics and language.

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L E V E L 1R E A C T I V E

L E V E L 2A WA R E

L E V E L 3E F F E C T I V E

L E V E L 4O P T I M I Z E D

L E V E L 5P E R VA S I V E

At Risk Marginal GoodBest

Practice“Next”Practice

Five Levels of DPM Maturity

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Current state of DX maturity vs. desired state

0

0.5

1

1.5

2

2.5

3

3.5

1.7 1.8 1.6 1.51.7

3.33.1 3.1 3 3.1

Current State Desired State

1 = Reactive4 = Optimized

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Better CX demands better DX management Measure delivered DX, including benchmarking

Measure your processes – should you expect to provide good DX based on how you are managing it?

Include all the stakeholders in the process

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Questions?

Dr. Natalie L. Petouhoff

Vice President and Principal Analyst, Constellation Research

Steve Trimbo

Global Omni-Channel Practice Manager, Dynatrace

Connect with Dr. Natalie Petouhoff:Email: [email protected]: @drnatalie

Connect with Steve Trimbo:Email: [email protected]: @stevetrimbo

Roundtable: Optimizing for Customers and Improving CX QualityNov 1511:00 am – 12:45 pmFeaturing Dr. Natalie Petouhoff, Steve Trimbo

what the smartest brands know about cx ... and what they still aren't doing about it

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