Is your digital transformation driving customer experience?

Executive Summit:
Is your Digital Transformation
driving Customer Experience?
James Crawshaw
November 2017

Ovum | TMT intelligence | informa2 Copyright © Informa PLC
▪ How Cloud and CX come together to accelerate innovation
▪ CX as a service – more than a call center from the cloud
▪ Agile deployment and service models powered by cloud
services and API integration
▪ Case study presentation & Demo session
▪ Closing remarks & Q&A audience feedback session
▪ Networking Lunch
Agenda

How Cloud and CX come together
to accelerate innovation

Customer experience – enterprise awareness survey
If 73% of enterprises can’t
define customer experience
then how can 67% of them
have a clear vision and
mission for CX?

CEM? CX? CXM?
▪ Managing all touchpoints along end-to-end customer
journey across all environments to ensure positive
brand association.
▪ IT tools – CRM, BI, Marketing Automation, Self-care
apps, Intelligent IVR, Chat Bots
▪ Why is it important?
▪ Competitive differentiator
▪ Enables personalised offers
▪ Reduced cost of customer service
▪ How do you measure it?
▪ Net promoter score
▪ Number of calls to call centre
▪ Incorrect orders / Returns / Faults
▪ Customer churn
What is Customer Experience?
TMForum Customer Experience Lifecycle Model

Who is responsible for customer experience?
1. CX needs to be driven by C-level management
2. But CX is delivered from the shop floor
3. CX is multi-departmental
4. “If you can’t measure it you can’t improve it”
5. Employee incentivisation alignment
6. Don’t rest on your laurels – the competition
isn’t
7. Simplify first, then automate
8. Modern IT practices (agile, DevOps) can help
enable CX

Customer experience lifecycle across omnichannel touchpoints
1. Customer starts doing some research
2. For some customers and some products a trip
to a store may be required.
3. Purchase is made … or not.
4. Somethings gone wrong – can you fix it?
5. Did you sort my problem? If yes I might
recommend you to a friend. If not …
6. Time to upgrade or replace?

▪ When service providers get it right, self-care apps can be popular and help reduce customer care costs.
▪ Call centers remain a key area of differentiation; providers should continue to invest in on-shoring and training.
▪ Apps can augment the call center experience if they offer a fast route to service agent.
▪ Self-care apps can drive simple queries to AI bots and leave call centers for more value-added interactions.
▪ To offer a good AI chatbot experience for “concierge” services, service providers need to invest. For smaller
providers, it makes sense to wait for the technology to develop rather than diverting resources away from
traditional CRM.
▪ SPs have great opportunity to engage with customers via self-care apps but they often fail due to poor
functionality or UI.
▪ Some providers add value-added features to their self-care apps, such as virus-checking and set-top box control.
▪ Other features that service providers should consider include loyalty rewards, data-gifting, and early upgrades
promotions.
European telecom operator self-care app strategies

▪ Ongoing move from a single-channel voice call center to a multichannel contact center
▪ Cloud-based contact centers replace premises-based and expand from single-site to global
implementations
▪ We estimate cloud contact center sales already account for more than half of the new systems sold
▪ Ovum has identified 4 major trends that will shape the contact center market in the coming year:
▪ Globalization will become a major competitive differentiator in the contact center marketplace
▪ Employee engagement is becoming the new customer service priority
▪ Improved, more usable, and proactive analytics will become the new tool in delivering customer success
▪ An increasingly competitive environment is driving a branded approach to customer engagement for vendors and enterprises
Contact centre trends

Public cloud? Private cloud? Hybrid cloud?
▪ Cloud is a network diagram metaphor for the Internet
▪ Cloud computing is simply computing capacity available to
rent by the hour and accessed over the Internet
▪ Amazon’s EC2 is an Infrastructure as a Service offering that
remains the bedrock of Amazon Web Services
▪ Other AWS services include S3 for storage, DynamoDB for
databases, and QuickSight for analytics
▪ The alternative is to manage all your IT applications in-house
with own infrastructure running on-premise
▪ The middle ground is private cloud or hosted solutions where
you manage your own applications and databases but
outsource the storage, servers, and virtualization software to
a third party
What is Cloud?
What is cloud?

Global enterprise cloud service growth
▪ Global enterprise cloud service
market is around $108bn,
growing 25%
▪ Market dominated by Software as
a Service: Microsoft, Salesforce,
Adobe, SAP, Google, Workday,
Zoho, etc.
▪ Infrastructure as a Service
(networking, storage, servers and
virtualization) is next largest
segment.
▪ Platform as a Service is like IaaS
but you also outsource runtime,
middleware and OS
SaaS
IaaS
PaaS

▪ Europe is $31bn of this (23% growth) led by UK
($8.1bn), Germany ($6.6bn) and France
($4.8bn)
▪ Organizational readiness for cloud and digital
transformation are linked
▪ Understanding the value of cloud is a sign of
organizational maturity
Enterprise cloud service market size and growth
Source: Ovum ICT Enterprise Insights

▪ Globally around 30% of enterprise IT
workloads are currently handled in the
cloud as SaaS
▪ Belgian is slightly behind the global
average at 28%
▪ Initial use cases focused on email and
other business productivity tools
▪ Some workloads are more sensitive
due to security and governance
implications e.g. GDPR regulations
▪ Customer experience tools need
strong infrastructure support which
may be lacking in house
Cloud workloads in Belgium

Cloud workloads by industry vertical in Belgium
Telecom Healthcare
Verticals with highest customer experience requirements are leading the way in cloud adoption

Cloud-based On-premise
▪ Allows new communication channels to be
experimented with when they emerge
▪ Supports experimentation and innovation as the
technology allows a fail fast mentality
▪ Allows the customer data to be kept in jurisdiction but
access from anywhere making the data available for
deeper insight, unlocking potential value
▪ Is scalable, both up and down, to meet the demands
of the business
▪ Development and deployment of any new channel
requires a lengthy approval and implementation phase
▪ Drives a safety-first mentality where any change must
follow a rigorous process
▪ Customer data must reside on-premise and if local
data protection regulations dictate otherwise then
alternate arrangements are needed, stranding the
data
▪ Infrastructure is underutilized most of the time to
ensure peaks of demand can be met, leading to
inefficiencies
How a cloud-based contact centre compares to a traditional on-premise model

▪ Gives you the flexibility to meet fluctuating customer demands (Valentine’s day, Christmas, etc)
▪ Provides a globally available infrastructure with greater reliability
▪ Enables agile development and deployment, reducing down time and accelerating innovation
cycles
▪ Eliminates need for infrastructure management – reducing opex and complexity
▪ Shifts from a capex to an opex model – cash flow friendly
▪ Reduces vendor lock-in forcing suppliers to be responsive and innovative
How cloud can help improve customer experience

▪ The key innovations in CX are:
▪ Delivering a joined up omnichannel experience instead of a disjointed multichannel nightmare
▪ Increasing the level of automation in the contact centre and leveraging AI technology
▪ Analytics generating actionable insights
▪ CX systems are typically located on premise today but trend is to deploy in the cloud either on
private cloud infrastructure of consumed as a service hosted by a third party
▪ The migration to the cloud can be a challenge to IT operations staff
▪ They also need to adopt new agile methods for systems development and operations
▪ Cloud requires new roles and responsibilities as cloud democratises the technology but can lead to
shadow IT
How cloud and CX come together to accelerate innovation

Questions?

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