The accelerated pace of technological evolution has defined a critical moment in history by forcing the modern day marketer to focus on customer experience (CX).  These slides are a continuation of how CX has risen, and how it will affect our future.

1. © 2016 The Solutions Group, Inc. All rights reserved.
CUSTOMER EXPERIENCE
Chapter 2: Re-tooling
1
February 2016

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BUSINESSES ARE FOCUSING ON CX
Analyst Perspective Implication
Best practices include CX within marketing CMOs own it
Organization structures are centralizing CX is no longer being separated as a channel
Digital build outs require integrated
technology solutions
Digital is the only way to scale and deliver
differentiated brand / CX experiences

3. © 2016 The Solutions Group, Inc. All rights reserved. 3
CX TECHNOLOGY AND ECOSYSTEMS ARE DRIVING RAPID
TRANSFORMATION
Investment Spend
#1 innovation project for 2015
#1 marketing technology investment in 2014
68% of organizations have a separate digital marketing budget
Source: Gartner CMO Marketing Spend survey – Drive Differentiation With Your Ecosystem, January 5, 2015
By Rick Parrish with John Dalton, Harley Manning, Corey Stearns, Molly Murphy

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CX TECHNOLOGY AND ECOSYSTEMS ARE DRIVING RAPID
TRANSFORMATION
“CX Ecosystem”
Technology Integration
Companies must align a complex interdependent ecosystem of
customers, employees, partners, and operating environments
Evolving to Customer Life Cycle Marketing Systems…via a central
technology hub
Technology vendors rapidly building capabilities across data,
analytics, operations and processes
Source: Forrester, The Rise of the Customer Life-Cycle Marketing Systems, Cory Munchbach, December 11, 2013

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“Digital is business, and business is digital.”
John Swadener, Advisory Principal, PwC

6. © 2016 The Solutions Group, Inc. All rights reserved.
TechnologyPeople
Process
RE-ENGINEERING TO MEET CX REQUIREMENTS
6
Need to Shift Skill Sets at Scale in Order to Create Internal Culture Change

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Retooling People Assets
Build collaboration
across a mix of
creative, strategic &
quantitative skill sets
Re-train to
“design think”
Blend expertise
in digital agencies
& technology firms

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Redefining Process
Centralize digital
services with clear
governance
Scale
differentiating
experiences
Planning is
continuous and
elastic

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New Technology
Vendors offering
quasi-integrated
solutions
Challenge
of integrating
legacy
systems
How to
operationalize
exponentially
growing
data sets

10. © 2016 The Solutions Group, Inc. All rights reserved.
EXAMPLE: CX IN FINANCIAL ADVICE IS TRANSFORMING RAPIDLY
10
ROBO Advisors Soar
Charles Schwab & Co. Vanguard Betterment Wealthfront
AUM through Q3 2015
$.5B
$3B
$4B
March ‘15 June ‘15 Oct ‘15 2 year beta launched May ‘15
$21B
$.9B
$2B
$3B
Nov ‘14 May ‘15 Sept ‘15
$0
$1B
$2.6B
Dec ‘11 Dec ‘13 Sept ‘15

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