Customer 360 Key Issues

You may need a customer engagement hub.1 You may need real-time continuous intelligence in your customer engagement hub.2 Where to start to build your real-time customer engagement hub?3

You can’t buy it from the market.

Vendors are not partners.

No one owns it.

The ones who want it cannot make decisions.

You Lead the Hub

Make a business case
Take stock
Link the context, break the silos
Focus on high-value moments
Improve personalization and real-time capabilities
Buy if you can, build if you must

Making a Business Case for a CEH

Who has the project ownership?
Who has the operational ownership?
Who has the operational ownership?
Risk of inaction: How much longer can tolerate the inefficiency of not having a CEH and all the advantages it confers?

Head of Customer Experience

CIO

Head of Digital

CMO

Head of Service

Head of Sales

Take Stock of As-Is CEH Components

Many decision makers
Many purchases
A wide variety of vendors
Discover a complete view of what types of technologies are in use in the organization, who all are using them, and supporting which types of functions or customer touchpoints

Technology Components	Products	Divisions	Functions

Examples of Common Technologies Used
as Part of Customer Engagement Hub

Email, Web, Mobile Campaign Management	Web Content Management	Customer Engagement Center	Digital Commerce Platform	Web/Mobile Customer Self-Service	Business Process Management	Contact Center Infrastructure/CCaaS	Voice of Customer Solutions	Master Data Management

Web and Mobile App Analytics	Customer Interaction Analytics	Journey Analytics	Messaging/Social Customer Service	Digital Personalization Engine	Hybrid Integration	Customer Identity and Access Management	Real-Time, Unified Customer Data Capture, and Storage	Streaming Analytics/Event Streaming Engine

Link the Context, Break the Silos

Link the customer context between the buying cycle and the owning cycle:

Marketing and customer service
Marketing and sales
Customer service and sales

Break the silos:

The independent social marketing and customer service organizations
The customer service team and field service team
Companies and their dealers and distribution channels
Companies and their outsourced service centers for product repair and return
Business domains and IT teams

Get Started by Focusing on High-Value Moments

Introducing CX MOMENT™ as part of our Customer Journey Mapping initiative by applying C.Digital and Business 4.0 paradigms.

Inventory customer touchpoints across the entire CX life cycle
Pick two to three moments that will have the greatest impact
Understand high and low points in the customer journey to find opportunities for continuous intelligence

Get

Use

Pay

Serve

Onboarding

Order confirmation
Tracking number
What to expect

Activation

Portal signup
Account setup confirmation
"How to video"

Product Education

FAQs
User tips

Bill Pay

1st bill explained
Autopay
Paperless signup
Credit card preauth

Tech Support

Appt confirmation
Resolution confirmation

Upgrade/Change

One-click confirm

Wrap Up/Renewal

Renewal reminder
Survey

Develop Roadmap to Improve Personalization
and Real-Time Capabilities

By 2022, more than 10% of customer engagement hub architectures will include real-time event streaming and streaming analytics.

Proactive

Individualized

Real-Time

Technologies Enabling Real-Time Continuous
Intelligence for Customer Experience

Buy if you can, build if you must

Hybrid Integration	Customer Identity and Access Management	Real-Time, Unified Customer Data Capture, and Storage	Streaming Analytics/Event Streaming Engine

Invest in enterprise or startup technologies

Enterprise	Startups




Expand existing investments Leverage prebuilt integrations Greenfield	Speed and innovation Narrow use cases Midsize enterprise

Recommendations

1Do not start by looking at the IT systems. Identify customer journey moments delivering the highest value for customers and your business.
2Treat customer engagement hub as a multiyear technology and process initiative.
3Find executive sponsorship and owner of the project and break organization barriers.
4Question, assess, and then match the speed of response to the specific requirements of the business activity by determining the right time for every decision.
5Acquire or develop the skills necessary to implement real-time continuous intelligence.
6Prepare for extensive system integration of products from multiple vendors to achieve business value.

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THE DIGITAL CENTURY BUSINESS

Real-time Customer Engagement Hub — The C-Digital Mastermind Consulting