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10 customer experience predictions for 2016

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Customer Experience is every marketer’s
 key focus but few have yet found anything like a winning formula. Qubit CMO, Ian McCaig, outlines 10 customer experience predictions for 2016.

Publié dans : Marketing
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10 customer experience predictions for 2016

  1. 1. 10 customer experience predictions for 2016 Ian McCaig
 CMO, Qubit
  2. 2. Proprietary 2Proprietary Customer Experience is every marketer’s
 key focus but few have yet found anything like a winning formula
  3. 3. Proprietary 3 However, 2016 will be the year when the best businesses get to grips with the centralization
 of their disparate data sources and start turning their data into the asset it has threatened
 to be for the past decade… Proprietary
  4. 4. Proprietary 4 Here are our 10 predictions for the year ahead Proprietary
  5. 5. Proprietary 5Proprietary A new C-suite will find its feet 1
  6. 6. Proprietary 6 The emergence
 of digitally savvy execs
 will fuel business transformation ‣ Behold the new roles that
 will be in the driving seat to supercharge digital change
 and make businesses more customer-centric:
 - Chief Digital Officer
 - Chief Data and Analytics Officer
 - Chief Customer Officer
 - Chief Innovation officer
 - Chief Experience Officer
 - Chief Marketing Technologist
  7. 7. Proprietary 7Proprietary The Omnichannel myth will become a reality 2
  8. 8. Proprietary 8 Bricks and clicks will finally deliver a more consistent experience ‣ Businesses have been talking about Omnichannel for years but few have been able to deliver on it
 ‣ Pureplay retailers like Made.com
 and Trunk Club understand what good omnichannel looks like
 when harmonized with physical retail space; they will set the standards high next year with exemplary in-store experiences
  9. 9. Proprietary 9Proprietary Predictive analytics will actually
 actually get predictive 3 "Prediction is very difficult, especially if it's about the future.” 
 Niels Bohr, Physics Nobel Prize 1922
  10. 10. Proprietary 10 ‘Predictive’ has been abused as a marketing
 term but will start to ring true on its promise ‣ Data centralization is meaning data scientists can now get their hands on ‘good data’ to work with
 ‣ For Marketers, this means that
 Big Data will actually start to generate answers without an
 analyst having to the leg work
  11. 11. Proprietary 11Proprietary We will live in a world
 of truly integrated MarTech 4
  12. 12. Proprietary 12 If things don’t connect, they don’t really work ‣ All-in-one Frankencloud platforms are not the solution to customer experience ‣ Neither is having lots of technologies or ‘point solutions’ which create more headaches
 than anything else
 ‣ Smart marketers will invest in technology that will integrate
 with all customer touch-points centered around a ‘golden
 record of the customer’ Is Frank holding
 you back? Learn more
  13. 13. Proprietary 13Proprietary Calling bulls#*t on cowboy vendors 5
  14. 14. Proprietary 14 Businesses will stop
 buying from vendors making unrealistic claims ‣ Gone are the days where
 vendors are able to pull the
 wool over customers’ eyes by marking their own homework 
 ‣ Next year we will see customers taking control by validating all third party tech investments to ensure
 only the fittest will survive
  15. 15. Proprietary 15Proprietary Data science will finally
 leave the basement 6
  16. 16. Proprietary 16 The role of data science will transition from nerdy to normal ‣ Although Business Intelligence
 is now mainstream in most organizations, data science is still often owned by the ‘nerds’ in the data department
 ‣ Next year we will see data science fully unleashed across organizations as insights are put to work in real- time in the pursuit of optimizing
 the customer experience See our 
 data scientists 
 in action Read more
  17. 17. Proprietary 17Proprietary Cross device personalization will be done responsibly 7
  18. 18. Proprietary 18 Businesses will need
 to respect a customer’s
 digital privacy ‣ The ability to join people cross
 device is critical for effective personalization but it needs
 to be done without surfacing sensitive user information
 ‣ Incentivizing users to fully authenticate continues to be
 the better alternative to ‘fuzzy matching’ or tactics that might breach customer confidentiality
  19. 19. Proprietary 19Proprietary Continuous Optimization
 will do to ecommerce
 what ‘programmatic’ did
 to digital marketing 8
  20. 20. Proprietary 20 Businesses that learn and iterate more quickly will race ahead of the rest ‣ Before programmatic advertising marketers struggled with automation and laser focused targeting ‣ Today, digital optimization is 
 viewed by many as a project owned by specialists - but for business wide transformation the importance of this will be escalated to become an everyday cross-functional practice ‣ Forrester recently published a report that found businesses focused on continuous optimization are exponentially more effective Download the report Click here
  21. 21. Proprietary 21Proprietary The data shackles will be released 9
  22. 22. Proprietary 22 Every business will have
 a data hero in their ranks ‣ Analysts and data scientists will break free of spreadsheets and spend more of time creating advanced models and algorithms
 to start answering important question of ‘why’
 ‣ The challenge the industry faces is that there simply aren’t enough data specialists in the world. McKinsey says there is a shortage of 170,000
 ‣ Initiatives like ‘TruthAboutData’,
 a campaign to drive data literacy,
 are here to raise awareness and solve this problem Join the truth about data movement Read more
  23. 23. Proprietary 23Proprietary Businesses will realize
 they are not Amazon 10
  24. 24. Proprietary 24 But, they’ll figure out how much of a technology business they need to be ‣ Building your own technology
 from scratch like Airbnb or Amazon is not a task to be taken lightly
 ‣ Instead, businesses will look to build IP on vendors’ specialist technology platforms to create competitive advantage
 ‣ This approach will free up dev
 time to focus on broader customer experience initiatives See how Teeturtle achieved this Read more
  25. 25. Proprietary 25Proprietary There will be hover boards (Just kidding) 11
  26. 26. Proprietary 26 Thank you