Marci Maddox

Marci Maddox
Marci is a Senior Director in Product Marketing for Customer Experience Management (CEM) solutions.

How Digital Disruption is Shaping Customer Experience – Webinar Invite

digital disruption

On May 12, I am the key speaker on a customer experience webinar entitled ‘From Drones to Smart Homes’. It’s the first in the new OpenText Digital Innovation webinar series that takes a fresh perspective on important issues that are affecting every business today. So, I thought I’d take a moment to give my perspective on delivering an excellent customer experience beforehand in the hope it persuades you to join me on the day. Perhaps the place to start isn’t with experience at all. Perhaps the place to start is with customer expectation. In almost every industry there are transformational changes in the experience companies are delivering to their customers. Think about moving from 28 days to same day delivery – then to real-time tracking of your order in transit. Today it seems that we’re not far from having delivery drones landing on our lawns! The first time you experience something like this, it feels like a revelation. By the tenth, it feels like it’s the norm. We have to live by one rule of thumb: customer delight always turns rapidly into customer expectation. You can occastionally afford to not delight your customer on a few of the interactions you have with them –  but you are in big, big trouble if you consistently fail to meet their expectations. The challenge is that, with every digital customer experience innovation we deliver, we consistently raise the bar on customer expectation. So what do customers expect? They expect a consistent experience with a company no matter which stage they are in their buyer’s journey. They expect to be able to connect with the company on any channel they choose. They expect to begin an interaction – buying a product or receiving support – on one channel and complete it on another seamlessly. They expect more transparency, more honesty and more information from their chosen suppliers than ever before. They don’t hope for this experience. They don’t want this experience. They expect this experience. And, they will go elsewhere if they don’t get it. Customer experience expert Steven Van Belleghem says: “The amount of trust consumers put in brands is decreasing all the time, and a typical consumer will now switch brands without hesitation if they get a better offer.” In this world of digital disruption, it is all too easy for an organisation to become the architect of its own downfall. In a rush to provide better and better external experiences, the company overlooks how closely tied external and internal processes actually are. In doing so, they set themselves up to disappoint the expectations of their customers. There is little point in marketing painting a wonderful picture in the customer’s mind if the product or the service fails to meet the expectations set. A customer can have the perfect purchasing experience but if the product arrives damaged or doesn’t arrive at all then all that good work is undermined. Organisations want to go digital on the outside. They know they need to be able to accommodate the growing number of data types and communications channels that their customers are embracing. They also want to go digital inside – creating new systems that transform digital operations, streamline internal processes, reduce information glut, and integrate business applications with information stores. Most companies find the prospect of tackling both at the same time too daunting and risky preferring to focus on internal processes. But, even here, creating end-to-end processes is challenging when you are faced with information silos built up over years or decades. On top of breaking down the silos, you have to layer on the ability to integrate the new data types and channels. Digital disruption is challenging the customer-facing parts of your business, but business transformation is an even greater force. At this point, business transformation becomes the bigger initiative and digital transformation falls under the larger umbrella. Unless carefully managed, the initial reason for embarking on the transformation – to deliver excellence digital customer experience – can become lost in the drive to improve internal processes. From my perspective, a more productive and longer term strategy is to redefine what you mean by digital outside and inside your business. You can instead see then both as a single cross-functional process that flows seamlessly between customer behaviours and internal functions. This allows you to focus on changing a single business process – such as supply chain management – rather than taking on two huge transformation projects simultaneously. It reduces the cost and risk involved in effectively responding to digital disruption and delivering consistently excellent customer experience today and into the future. I hope this has captured your curiosity and you’d like to know more about how OpenText can help you deliver an ever better customer experience. If so, I’d like to invite you to join me on the ‘From Drones to Smart Homes’ webinar on May 12 at 2pm BST for an hour.

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Embracing Customer Centricity at Enterprise World 2015

AS2 FTP

Organizations today are competing on the basis of a differentiated customer experience. It is not enough to have the best products or services, but you must now differentiate on the experience that your end users have when doing business with you. After all, a product or service is only as valuable as the way in which its use is realized by your customers. But what does it mean to be Customer Centric? It’s not a technology – it is your Goal; it is a Journey for your customer that is tuned to meet their needs on every device, in every location, in every language, in every CONTEXT where you both interact. Every employee should feel empowered to work in harmony and deliver the best experience to the customer. Achieving this vision allows you to maximize the customer lifetime value – the more value the consumer receives, the more opportunities you have to upsell the customer and gain new customers from positive customer advocacy. Enterprise World 2015 gives you an opportunity to hear directly from organizations around the world that are on their own journey to create a better way to work. The Customer Experience Management track this year is focusing on key areas of digital transformation related to better customer engagement, better, business insights and better employee productivity. We have brought in leading Industry Analysts to share their research and trends happening in the Digital Experience driven world we live in today.  We also have some AMAZING companies sharing their own experiences in strategizing and executing projects to adopt a more digital approach to their business processes and customer/ constituent / partner interactions. You have to come hear their stories! Come join us in the journey to a better way to work – add these highlighted sessions to your agenda: Strategy – CEM 210 will discuss how achieving a customer centric vision requires strategy and architecture decisions. Learning – CEM 102 takes a look at how consumer trends are driving business transformation of business processes and user engagement across B2C and B2B organizations. CEM 101 takes a look inside financial services companies that have to engage their customers across B2B2C complexities. Implemention – The next step after an approved strategy is to identify a key project to get started. Tackling the Digital Workplace is the focus of CEM 112 where a global organization found the answer in implementing better content sharing and content management. Adoption – It takes a village…. employee adoption of a digital transformation can result in amazing increased productivity and customer satisfaction. CEM 100 takes a look at overcoming challenges at getting users to adopt new processes and technologies to be successful. Insights – CEM 110 is a Fireside Chat that delves into the importance of insights (from analytics to interactions) to innovate how you work inside and outside the organization Two key Technical sessions are related to Upgrading ( CEM 200) and the Roadmaps ( Expo) for OpenText Media Management, Web Experience Management, Customer Communications Management (StreamServe) and the latest PowerDocs application. Roadmaps are hosted in our Digital Experience Theater in the Expo – see the schedule on the mobile app agenda or at the Theater. We are also excited to showcase how 3-D printing can become a part of your communication strategy. Finally, the session on Tuesday titled “Optimize your supply chain with B2B Managed Services” is great if your organization could benefit from improved supply chain visibility and increased digital integration with suppliers or customers. This special educational session will focus on how to digitize and automate your supply chain and include an overview of the reasons to automate, and a discussion of how outsourcing B2B integration to an expert can reduce costs and shorten implementation times. We’ll share a couple examples of how OpenText customers transformed their B2B integration program through OpenText B2B Managed Services.

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Data-Driven Experiences ARE the Future

digital disrupt webinar

The Digital Experience market space today is being driven by Marketing and the CMO, however, the pendulum is likely to swing back toward the CIO and technology teams to help provide better insight into the success of digital transformation projects. Age of the Customer We have entered a digital world of consumer-centric business. Customers expect experiences that are personalized, contextual, mobile. In two words; Everywhere they need to be and Anytime they desire. There is no time or place that a Customer, Partner, Knowledge Worker, Employee, does not need to have efficient access to the information and services that they need or want. Role of Marketing and Data The essence of Marketing is to differentiate the value of products and services in the mind of the customer (buyer). Since every Customer is a unique person, each Customer is a micro-market of one. This means that organizations must be able to differentiate their products at a 1:1 level with customers at all times and in every context. Marketers have always been data-driven, but Big Data tools are enabling marketers to segment and predict behavior at a finer level of detail. As a result, there is no aspect of a customer experience that cannot be differentiated to achieve better results. For this reason, Marketing’s role is responsible for carrying out the mission to differentiate an organization’s value and in turn, this means that they will be responsible for influencing and messaging into every customer touchpoint. Data as Critical Ingredient to Digital Experiences Data tools are becoming more sophisticated and real-time, which enables reliable, high-quality data to be applied dynamically in any experience. From mobile devices coupled with geofencing technology to kiosks and wearable internet-connected devices, it is now possible to combine real-time knowledge of customer information (identity, history, preferences) and customer context (presence, local conditions, bio-feedback) with predictive analysis to deliver the highest value experience to a customer. For example, it is now entirely possible, data privacy aside, to know that Customer X has entered the NYC Macy’s department store from the 34th Street entrance and is standing in the Men’s Shoes section. Customer X has an elevated heart rate and it is raining outside. They just made a purchase in the store that included a rain jacket and have now re-entered the store. Therefore, something is probably wrong and the first objective should be to send an associate to meet Customer X at the entrance and ask how we can help rather than push promotions to this customer’s mobile device. In order to accomplish this, technology must provide the necessary services, including: Collection of any available/allowable data that may be needed as context Analysis tools to process the data into synthesized actionable outcomes Real-time Integration with experience delivery systems to create the dynamic experience for the customer, on any channel/touchpoint Decision support tools (data visualization/BI) giving business users the ability to find customer patterns, extract insight and optimize the experience The end goal of data-driven Marketing is to optimize the differentiated customer experience. Leading the Organization to a Data-Driven Enterprise The Enterprise is made up of individuals, who are each Customers in the global marketplace. The expectations and norms of Enterprise are heavily influenced by the Services they expect as consumers. Therefore, there is an unavoidable link between Marketing and IT as the service-provider to the Enterprise. The work of the Chief Marketer is to understand the needs of customers and how to optimize a differentiated experience for the most efficient commercial results. As a result, Marketing is leading the way to using data to optimize experience, and is training the same people who work in the Enterprise what to expect from their Enterprise systems. Because Marketing is directly linked to creating top-line revenue, the CMO will have the greatest mandate to operationalize data-driven, personalized experiences. As a result, the solutions created for Marketing and the Customer Experience will increasingly, and for the foreseeable future, act as the model for optimizing the Enterprise Experience. The CIO has the opportunity to connect, not only the marketing activities of the customer at the early stages of the relationship, but also offer the customer a connected experience across the sales and customer service departments as well. The CMO can deliver Data-Driven Customer Experiences and the CIO can enable a Data-Driven Enterprise. Data-Driven Experience as a Strategic Objective With the acquisition of Actuate, OpenText has identified the Data-Driven Digital Experience as the next evolution of the Customer Experience originally driven from the marketer’s initiative. Smarter experiences will be driven by analytical insight and tailored recommendations. B2B, Government and non-profit groups will also begin to adopt similar initiatives to improve the user experience and refactor their technology platforms to address the expectations of a digital native culture.

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Irreplaceable Experiences

Take a moment and reminisce about a time in your life that was truly amazing. Was it running across the finish line in a marathon? Or perhaps it was a surprise birthday party or graduation ceremony? Was that moment of joy captured in a photograph/Instagram, home movie or YouTube video? If it was not, did you wish it had been so that you could look back a relive that scene for just a moment? If you are like me, I not only have old, well-worn, faded black and white, some color, photos passed down from family members (who also like to reminisce on the history of articles/people in the picture) but I have also scanned them in, archived them on a separate hard drive at a friend’s house (just in case of fire or hurricanes), AND uploaded to the internet for quick access anywhere in the world. Why do I do this? Because when my memory fades, those pictures will help preserve an experience and story that should be passed along. All the way back to the hyroglyphics on cave walls, we have been sharing stories in pictures and words in different formats, adapting to the new technology to capture the audience attention. Media has risen once again to the forefront with the latest in video and mobile apps. Media helps fuel an engaging experience to every person; a constituent, consumer, employee, supplier or distributor, etc. In fact, I would venture to guess that many people would probably prefer to watch a 2 minute video over reading the same content in 20 minutes on printed material. But print is not dead. In fact, personalized correspondence is a way to efficiently tell your story and with a new facelift to interactive correspondence, organizations can share information in a compelling way. But don’t stop there. Once the scene is captured, the next step is to share it with others and measure the most popular content getting downloaded or consumed. OpenText has taken this information flow to heart and has released an integrated Digital Experience platform that will enable organizations to reach their audiences faster and in a more compelling way. The OpenText Experience Suite brings together web, social, media, correspondence and a number of supporting components and business applications to offer the Marketer and their counterpart in IT (likely the Strategic CIO) a system that balances the need for creativity with the need for architecture elegance. Where will you take the experience next?

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Local Experiences Interrupted

I recently had the pleasure of sitting with Matt Hauser, VP of Content Solutions with Translations.com on a virtual online discussion about localization. During this conversation, he pointed out a rather startling statistic – according to a recent eMarketer survey, 73 percent of online consumers are non-English speakers. Now, it is not surprising that organizations are multi-channel, multi-lingual and reaching into multiple geographical markets. But what made this statistic so interesting to me is that even if you have an online presence in the local language, 73% of your audience are likely to leave your website if accompanying content is not also personalized (or even yet, automatically detected and presented within the first few clicks). I recently spoke to a hotel chain that wanted to provide the guest a great experience before they walk through the door. This means connecting local affiliates to the guest – restaurants, events, stores – during the room registration process. If the total experience includes gathering User Generated Content (UGC) – perhaps a picture of a happy guest sharing their experience at the hotel just the week before – and making it available to the visitor in real-time, the UGC content should be translated in real-time to the guest’s browsing experience. Organizations should look beyond translating only their own content transation, to include their earned content as well – that content that is generated by loyal customers and their trusted friends. Look to social media as a quick win in localizing your content and the “guest”s story as well. It will show you care to the 73% of potential customers standing on your doorstep. Learn how you can optimize your website translations in the on-demand webinar: Acting Locally, Succeeding Globally: Multichannel, Multilingual Customer Engagement. http://www.opentext.com/campaigns/content-without-borders.htm

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Introducing the Experience Suite

This year’s theme at Enterprise World was the Power of Information. How appropriate that according to a recent report by Forrester Research, we have entered the Age of the Customer – a time when the customer (or any consumer of information) holds a lot of that power in the palm of their hand (literally). Technology has made buyers smarter and employees empowered; with online reviews and mobile web access, customers know more about a company’s products, service, competitors, and pricing than the organization may know itself. With power comes insight and with insight you can change the world. It is no coincidence that the digital revolution over the last 10 years has changed the global economy. Customers want to access information anytime, in any place and on the device of their choosing. Their experience with a company should be interesting, entertaining, informative and purposeful. And to make it even more challenging, as the customer switches their conversation from their handheld device to a store clerk, the shopper expects the new conversation to have continuity and a consistent experience. Rather, the shopper is establishing a connection with a brand experience in an Omni-Channel world. So it seems fitting at Enterprise World, we are unveiling our innovations in Customer Experience Management, in particular our Tempo Social release, and announcing the Experience Suite. Tempo has enhanced information sharing between users and systems in a new and friendly user interface. With the new Experience Suite, organizations will be able to deliver a consistent and compelling digital experience with content that is relevant, contextual and rendered correctly across multiple channels, devices or applications. Built on open standards like HTML5 and Responsive Design capabilities, the savvy marketer can implement true Omni-Channel pathways. Are you ready to take the first step in delivering Omni-Channel experiences?

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