Customer Experience Management

Digital Culture, Digital Capability and Digital Influence

digital capability

Invest in Digital Capability to build a Digital Culture and be rewarded with Digital Influence – with social media, video blogs, photo sharing platforms we are all well aware of how digital media is a big part of our daily lives. In the business environment many of the challenges faced today find their roots in the question of how to attract and engage with customers, a necessity to remain competitive and grow market share. The primary strategy to do so is to improve the quality of customer facing content. Or put simply, organisations now recognize the power of digital media as a stimulus beyond that of the written word to grab our attention and entice us into making a transaction. Say No to Silo’s The traditional approach for companies to try to manage this explosive growth in media is to create repositories behind their business systems. These repositories cater for the basic need to search for reuse, repurpose, to distribute and control media within the scope of that business system. The classic example is that of a repository for value marketing material or a repository behind the customer facing ecommerce web sites and so on. However this approach is a bit like asking your water company to provide a new pipe for every tap in your house – it is a tactical solution to what should be regarded as an infrastructure issue. This explains why many companies who when asked whether they have a digital asset management system, will probably reply with a yes, we have many and we are still not sure where to find the most recent version of our content. Say Yes to Innovation without Barriers The concept of a digital culture in the workplace is becoming mainstream with the growth in employment of Millennials. A digital culture ensures that organisations maximize the talent of their employees to drive ideas and innovation with tools and techniques that are already common in social media. A Digital Capability ensures that these new ideas can be captured and applied faster. In order for companies to truly embrace a digital culture across their organisations they need a unified Digital Capability – a business-driven content strategy that enhances the efficiency of media used; it needs to deliver automation, project based collaboration and support the content lifecycle to ensure that material is relevant and valuable to all.

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Where Have all the Millennials Gone? Adapting the Customer Experience

adapting customer experience

My wife and I recently stopped at the local branch of a chain restaurant that was a regular family eating spot when our girls still lived at home. The food was just as good as we remembered it, and reasonably priced. The staff were engaged, fun, and friendly. But, there was something missing – other customers. The restaurant was about quarter-full during prime dining hours. We remembered the place as always being full of families and having a bustling atmosphere, but those days seemed to have passed. As it happens, we had both independently read a couple of articles earlier in the day about how Millennials were abandoning the traditional family-dining restaurants their parents had taken them to. Although neither article had mentioned this particular chain, it definitely fit the description, and what we were seeing seemed to confirm the articles’ supposition. We spent a fair amount of time over our meal discussing the articles, and why we thought the change had happened. Was it bad customer experience? As far as my wife and I were concerned nothing had changed, the in-restaurant experience and service was just as we expected, and in fact I’d say it had improved slightly. So we asked our own “millennials” – our eldest daughter (a small business owner), and her husband (a copywriter) if they ever ate out at our former family favorite. The answer was an interesting one. They don’t eat out the way we did (or still do). They don’t go out just for a meal anymore. They, and most of their friends, eat out as part of an overall evening when they will grab something to eat before heading to a concert or event. They prefer to eat at places close to the venue that will be their final destination for the evening, and they prefer to be able to eat quickly and move on. When they do want a restaurant style meal, they prefer to have a date at home and have the food delivered. Their first choice will be restaurants affiliated with delivery services like UberEATS, where they can look at menus, create meals, order and pay online and have it turn up at their doorstep. So it was a customer experience issue, but not a tactical micro-experience one, such as the level of service in the restaurant itself, but more of a strategic macro-level one. The behaviors of a sector of the customer demographics has changed, and any restaurant that isn’t either physically located near other entertainment venues, or offers a delivery service, isn’t even considered. Within Customer Experience Management we use tools such as website optimization, analytics, surveys, and more to capture the voice of the customers so we can deliver better more engaging experiences. However, these are based on the activities and experiences of the customers we have. Can we use these same tools to capture information about the experiences we don’t supply that potential customers may be looking for? How do we track the changes in behavior for a target demographic and how do we use that to make strategic decisions about the evolving customer experience? I don’t have any immediate answers, but it makes for an interesting discussion; and it’s a topic I’ll be returning to during my session on “Ten Trends in Customer Experience for 2017” at the upcoming OpenText™ Enterprise World conference.

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Stop Sending Bad Surveys – Webinar Invite

When your mother told you to “listen twice as much as you speak” she was right! With survey fatigue at an all-time high, common sense will prevail to stop “asking” for feedback in bad surveys and start “listening” more to what our customers are saying with the right survey techniques. The OpenText™ Qfiniti 16.2 launch last month was the starting point to teach professionals like you about the cost of sending bad surveys and what you can do about it. On June 20th, in cooperation with the Call Center Network Group (CCNG), we will tackle this topic and answer questions like: Am I surveying the right people? Why do people take surveys? Do we survey too much? What are the best questions to ask and how many? If we have low response rates, what more can be done? Why does my survey vendor charge me to change the survey questions? Who should receive NPS (Net Promoter Score) and survey data on a regular basis? How can I use survey results during coaching sessions? When should we playback interactions attached to customer surveys? Join Roger “Dr. WFO” Lee from OpenText Qfiniti and David Hadobas the CCNG President for this live webinar. They will discuss the alarming upsurge in bad surveys and the best practices for collecting feedback that requires more “listening” than “asking”. The live version of the webinar is on Tuesday, June 20th, at 10am Pacific / 12pm Central / 1pm Eastern. To register, click here.  If the time for this webinar does not work with your schedule, please still register.  You will get notified when the webinar is available to view on demand. Can’t wait until the 20th?  I have an idea… View what Keith Dawson has to say below about the customer feedback tools that demonstrate impact to executives.  

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Stale Coaching Programs in the Contact Center

Contact Center Coaching

As I travel and speak with contact center leaders around the world, a very vocal set of customers tell me that their call recording and coaching programs have gone stale. Trapped under heavy versions of software applications from the likes of NICE and Verint, these contact center leaders feel stifled by their task to engage employees, drive change and transform their shifting workforce. What can be done? What steps can make coaching fresh and fun? Is upgrading an old legacy system the right option? Here are 4 great resources: Contact Center Pipeline — The 4 Steps to Replacing a Stale Coaching Program – In my recent article for Contact Center Pipeline, I shared 4 fresh innovations that are helping organizations answer these questions and revive stale coaching programs. Expired Coaching Program – a fun and easy way to see why coaching programs go bad and how to bring them back to life! Forrester WFO Wave – OpenText™ Qfiniti and OpenText™ Explore are every bit as robust as and more scalable than competitor offerings, and as an added bonus you may even enjoy working with us! Can you say that about other companies?  And we have proof!  Checkout Forrester’s review and our “Strong Performer” rating in the WFO Wave. Role of the Contact Center – Donna Fluss with DMG Consulting shares her insights into lessons-learned about reporting coaching program success to executive leadership.  Listen to her response here on our recent video series. We know you may not be in the middle of evaluating vendors for your contact center coaching program right now, but it is likely that you will at some point. I’d like to ask that you keep us on your list and let us share with you ways to keep things fresh and fun.  We’d like nothing more than to earn your business over time. We’re here for the long haul and want to partner with you.

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Energize Your Customer Experience Strategy at Enterprise World

customer experience strategy

Are you looking to re-energize your Customer Experience strategy? Do you want to know how other companies are approaching it? Are you interested in the latest customer experience trends and how they may impact your business? Do you want to catch up on the full suite of technology solutions that can help you from customer engagement, to business insights, all the way through to capturing customer sentiment? If so, come join us at what will be Canada’s largest technical conference of 2017 – OpenText Enterprise World, taking place at the Metro Toronto Convention Center. As part of Enterprise World we will have a wide range of activities specifically catering to attendees interested in Customer Experience. With 40 breakout sessions, that coverage a wide range of topics designed for strategic planners, customer experience practitioners, and solutions developers. These are supplemented by a series of presentations in a dedicated Customer Experience theater on the Expo floor. Close to the theater, you will find dedicated demonstration pods where you can view the latest enhancements in the OpenText Customer Experience Suite portfolio of products and chat with OpenText’s own experts. Better than listening to our experts, is the chance to listen to others who are driving the digital transformation of Customer Experience within their own companies. On Tuesday, July 11 at 4:10pm we are pleased to host one of our customer speakers, from an internationally recognized brand, on the event’s main stage to share their story or how implementing a customer experience strategy helped further promote the brand, encourage customer engagement and retention, and bring real, measurable, business benefit. Throughout the event will also have other customers presenting in various breakout sessions and on customer panels. These are great opportunities for you to learn from your peers, and ask insightful questions that will help you along your own digital transformation journey. Equally, the various breakout sessions presented by the OpenText industry and product experts will help you get the most from solutions implementations, do deeper dives into product features if you want, or just gain a good overall understanding of industry trends and best practices. Add in opportunities to participate in the Innovation and Developer Labs, means there is a lot to choose from. To help you gain the most from your time at Enterprise World we will be sharing a series Map Your Path outlines that recommend the best CEM and related sessions for you whether prime interest is in Digital Asset Management, Web Content Management, Customer Communications Management, or Contact Center Workforce Optimization and Surveys. If this all sounds like a great reason to spend July 10th to the 13th in Toronto, then make sure to register and we’ll see you there.

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5 Tips For Better Digital Marketing in Financial Services

financial services

While Financial Services CEOs and CIOs talk of the importance of digital transformation, many firms have been slower to harness the potential of digital marketing. Whether held back by the regulations governing their activities, or their legacy systems and data, companies understand the importance of digital communication but still find implementation a challenge. This is a major theme for the Financial Services track at this year’s Enterprise World so I thought I’d write a blog to outline five key areas to consider when moving to digital marketing. There is one figure that illustrates the gap between the financial services sector and industries when it comes to digital marketing: almost three quarters of retail and consumer goods companies report acquiring a customer through Facebook. This falls to under one third for banks and financial services companies. Yet digital marketing has proved to be more effective in financial services than elsewhere. Financial services ranks highest in website conversion rates compared to other industries. Sales conversions in financial services are 58% higher on a mobile than a desktop device. How do financial services firms get the most of their investment in digital marketing? Here are five brief pointers. Map content to the customer journey It might come as a surprise to know that research shows that financial services leads the way in content marketing. Research shows that 75% of financial services marketers have separate content strategies in place for each marketing channel, more than any other industry sector. Sadly, few marketers believe their content marketing strategies are as effective they could be though. The idea of providing useful and relevant content to people as they pass along their customer journey is an easy one but it is very challenging to implement. What channels are they using? What level of detail do they want? What are their personal preferences? What did they do when they consumed a piece of content and how should you respond? Content marketing is more than creating great content and distributing it properly. It is about being able to use the information you have available to discern the habits of individuals and being able to quickly – sometimes automatically – create communications based on their preferences and real-world behaviors. A customer communications solution like OpenText™ Exstream moves beyond simple Marketing Automation or Content Marketing solutions to enable you to draw from multiple sources to gain a better picture of the customer and customize communication effectively. Get personalized content right every time Customized communications begins with appropriate personalization. Most financial services firms are well aware of the importance of personalization but 60% of marketers admit they struggle to personalize content in real-time. Financial services marketers are faced with two challenges: they need to access data from a wide range of sources – both internally and externally – to gain the single view of a customer needed to effectively personalize communication. Secondly they need to ensure that they are using the personal data on customers and prospects in ways that comply with industry regulations. This is why a customer communications solution like Exstream is so important. It can dynamically access data and content from multiple sources – both structured and unstructured data – and deliver fully personalized one-to-one communication to virtually any print or electronic channel. Deliver the omni-channel customer experience The Aberdeen Group has found that companies with strong omni-channel capabilities retain on average 89% of their customers, compared to just 33% of companies that are weak in this area. We have moved way beyond the need to be ‘mobile-ready’ or deliver impressive mobile apps – although these are important. This is all about allowing an end-to-end transaction or engagement with customers to happen smoothly on a range of devices. A customer may want to research on their desktop, talk to an agent in the call center and set up their account administration on their mobile. Each time they interact with your brand, the experience should be seamless with the information available so that your customer can complete their transaction at the earliest point possible. For this reason you always need to think of omni-channel not as multiple channels but as channel independence. The service has to be delivered as an end-to-end service that the customer can access at any stage – using any device they want – and receive the exact same experience. OpenText Exstream takes this one step further. For on-demand, real-time and structured communications, if the primary delivery channel is unavailable for any reason, the solution sends the communication through secondary channels to minimize service disruption and increase customer satisfaction. Remember marketing doesn’t just happen in the marketing department It has been a long time since marketing could be considered a simple exercise in outbound communication that ends the moment the lead passes to sales. We talk about the customer journey and that encompasses pre-sales, sales, support and the development of customers as advocates. Marketers today work in collaboration with other departments – every piece of correspondence is the opportunity to upsell and cross-sell. This means knowing the customer as an end-to-end persona across the organization. Your marketing systems require seamless access to other enterprise systems to achieve this objective. They will need to draw data from ERP, CRM, billing and accounts systems and many others to ensure that the messages being to delivered to individuals are targeted, personalized and delivered at just the right time. A customer communications solution like OpenText Exstream will have a comprehensive range of connectors to seamlessly integrate into your enterprise environment to make enterprise data available to marketing for analysis and campaign development. Put governance and compliance front and center The myriad of new social and digital channels offer as great a risk as opportunity for an industry as heavily regulated as the financial services sector. To reap the benefits of digital media means ensuring that personal data and content is protected and used properly in all instances. This requires a customer communications platform that has information governance built-in. With OpenText Exstream, financial services firms can centralize content control and ensure effective governance is placed upon it. There is opportunity here. By taking such a structured approach about how you work with and control content, you can more effectively and cost-efficiently manage the flow of information across a large array of customer engagement points. Digital marketing is a major part of the digital transformation programs now underway at most financial services companies. It offers the potential to cost-effectively reach your customers with messages and content that you know will resonate. During Enterprise World, we’ll be looking at best practices in digital marketing for financial services companies and be hearing from some of the world’s leading financial brands about what they have achieved. It would be great to meet with you there.

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Thoughts From Digiruption Indaba South Africa

Digiruption

Digiruption Indaba is our customer day in Africa – Indaba means ‘gathering’. This year, Digiruption was held at the Galleria in Johannesburg. And what a day it was! Fully packed with highlights. I’ve had the privilege of attending this event for the last 2 years and I’m amazed at the number of customers and partners that attend. This year we finished at just under 400 in total which was a great effort. After some energetic drumming to get everyone excited for the day, Country Manager Lenore Kerrigan acting as host gave a welcome address to everyone and thanked them for attending. This included long term customers, partners and the new customers who joined our family from ECD, HP and others. This was followed by a welcome message and video presentation from OpenText CEO and CTO Mark Barrenechea (who was unable to join us this year). Lenore then introduced our first guest speaker. “Exploration drives Innovation” Our first guest speaker was Dr Adriana Marais from SAP. Adriana is Head of Innovation at SAP Africa working on such diverse projects as Quantum Cryptography, Block chain and automated drone delivery. During her presentation one of these points was demonstrated by being joined by a drone on stage! All of which are joined by a common thread of being innovative, leading edge and of global benefits.. but wait.. As if those diverse projects weren’t enough to keep her busy, Adriana is one of the final 100 candidates for the extraordinary Mars One Expedition (you can learn about that here and here). She spoke passionately about how the next step for humans to solve our problems can only be found in Space and specifically on Mars. I think everyone came away with a great appreciation and a sense of ‘awe’ at people like Adriana who are prepared to take on some of the largest problems in the world, and solve them. “The best thing about social media it is allows anyone to be a celebrity, and the worst thing is it allows anyone to become a celebrity” Following that on the keynote was Emma Sadleir, who is a consultant lawyer and author specialising in Social Media Law. In her energetic and informative presentation she gave many examples of how to use Social Media correctly and how both famous and more importantly employees use Social Media incorrectly and what the liabilities are for both the company and the employee. Illustrating each point with examples and she had a fair few number of people quickly checking their Twitter accounts! I have asked Emma for her permission to use her image here (but this proves I was listening as if I had used it without permission I could have broken some laws.) The 4th Industrial Revolution and the OpenText Future Sandwiched between the two guest speakers, we had Thomas Dong, VP of Product Marketing presenting the OpenText keynote on our Strategic Direction, the impact of the 4th Industrial Revolution and the new technologies that affect and inspire Digital Transformation. Before that, Detlev Ledger had chaired a panel of our customers, (Capitec, Distell, MediClinic, NHLS and SANBS ) discussing such topics as their use of OpenText (including ECD), their future plans, experiences and their thoughts on the future of EIM. Lunch, Technology, Customers, Public Sector and the Silent Disco… After a nice lunch (including the High Commissioner for Canada saying a few words) everyone was free for some time to mingle with the partners and network. One of the things I’d not seen before was a partner innovation track – similar to a Silent Disco (for those of you not in the know – it’s where you all wear headphones to dance around in silence.. yeah, I wasn’t certain as well!) but in the context of partner day it allowed the partners to give a 15 minute breakout where the audience were not distracted by the background noise of the event. During the afternoon we had breakouts across three tracks and I visited breakouts in all 3 sessions and was pleased to see the partners and customers alike attending and interacting. The 3 tracks were based around OpenText solutions, Customers (all presented by customers) and Public Sector (which makes a sizable part of the African customer base). In the technology track myself, Albert Tay and Arsalan Minhas covered topics such as what’s new in EP2, low Code with Process Suite, where to being with Digital Transformation and AI Implications for the Enterprise. In the Customers track, Distell presented their Release 16 (Distell are a long time customer and are typically one of the first organisations to deploy any new Content Server releases) Capitec Bank (its great to see our new ECD customers already comfortable to talk at an OpenText event) described their approach to Client Centricity. Finally, Mediclinic presented how xECM for SuccessFactors is allowing them to achieve their goal of a central HR functions. Mediclinic are the first customer of OpenText’s to be live on the xECM for SuccessFactors solution and have a great story to tell. In the public sector track we had another ECD customer, the Department for Social Development, presenting their Social Grant Appeals Process, the South African National Blood Service talked about their enterprise wide OpenText and SAP Implementation and finally the National Health Laboratory Service presented their ECM journey. Awards and Final Thoughts Following the event we all adjourned to the roof of the Galleria for food and well deserved cocktails and prize giving to watch the sun go down over Johannesburg. Amongst those receiving prizes were SAP for partner of the year, MediClinic for Go-Live project of the year, Capitec for Customer Visionary, and Engen for Customer of the Year. What really stood out at the event for me was the level of investment and trust that the customers have placed in OpenText and how critical in most cases our solution. Be it from face-to-face discussions or email feedback from various companies, the response to our EIM strategy and acquisitions was overwhelmingly positive. So, from all of us at OpenText attending to all our customers and our partners, Thank you for helping is have a great customer day and hopefully we will all see you each other again next year. Photos by Des Ingham-Brown, Blowfish Productions

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Lead the Customer Experience Revolution – Webinar

customer experience webinar

Traditional marketing no longer works. Broadcasting a message and hoping that someone will see and respond to it is now lost in the overload of information, and changed expectations of today’s customer. If you are not delivering an engaging customer experience that adds value to the customer journey, then you are going to be left behind. The customer experience is now far more than the marketing experience. To be effective in today’s competitive environment marketing needs to move from being about simply delivering a message, to adding value to a customer’s interaction with the brand. It also needs to move from being tailored for the context of a single interaction towards making sure that there is continuity across every touch point From a marketing systems point of view this means improved productivity, and open innovation. Making the existing systems better, faster, and building bridges for data to flow across systems is a good first step. Innovation can take that good first step and make it great when you start to gather insights into how your customer behaves during those interactions, and then act on those insights to deliver truly engaging moments during the customer journey. Customer experience is the new source of competitive advantage for marketers. Customers now expect you to know them, understand where they are in the buying cycle and serve their needs accordingly. Brands that do this best will be preferred over those that don’t. But traditional organizational structures, an overwhelming assortment of applications, and disconnected processes often get in the way. Creating innovative customer experiences requires new approaches to connecting customer data and interactions across systems and functions. Register for the webinar and lead the Customer Experience revolution

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Process Automation Anchors the Delivery of Digital Customer Experiences

process automation

In this blog we welcome guest blogger Maureen Fleming, a Vice President at IDC, focused on middle tier technologies that enable new initiatives. By 2018, 71% of respondents to an IDC 2016 digital experience survey plan to increase their budget for creating and delivering digital experiences. And 82% of respondents to a survey looking at document-centric process disconnects believe they can improve their customer experience by removing the friction between back-office and front-office business processes.These surveys show an awareness and intent to invest in solutions that improve processes involving customer experiences. These investments will significantly impact the types of solutions that can be built for customer experience design and automation as well as the need to rapidly improve decision support. Customer Experience Design and Process Automation Customer experience used to be the result of generally uncoordinated touchpoints that, in aggregate, left a good or bad impression with the customer. Today, businesses are increasingly designing, coordinating and automating workflows optimized for dynamic customer experiences across all touchpoints. Because customers send and receive communications via multiple channels, including stores, phone calls, text, emails, and social networks, content is treated as a consistent and managed asset and integrated across all of the customer-oriented workflows. By automating the customer experience, businesses are able to realize both revenue and cost impacts as they: Improve the standardization and efficiency of communications to one customer across touchpoints Manage the content assets that support the experience Increase the consistency in how all customers are treated Identify and prevent problems to avoid negative customer experiences At IDC, we assume customer communications platforms will become a core solution used to help customers evolve to be able to send relevant messages in the appropriate format and channel based on the customer’s current situation. Customers recognize the importance of content working in tandem with process. In the regulated industries survey, 45% of respondents already integrate enterprise content management into their customer communications systems but that number will grow to 83% by 2018. Analytics-Driven Processes Require Redesign to Support Higher Volumes of Decisions Businesses traditionally have invested very little on end-to-end process visibility aimed at preventing problems. That is changing rapidly as predictive analytics and proactive intelligence become cornerstones of digital transformation. In fact, the top feature priorities of customer communications platforms involve the ability to manage and perform analytics on big data. Use cases of analytics-based solutions are broad but include the shift to real-time or near-real-time offer management, cross-channel marketing or customer social relationship management. On the industrial side, IoT initiatives predict and prevent problems with machines or connected devices and deliver new types of digital services to customers. The shift to analytics-triggered processes has an enormous impact on the workload of customer contact centers and the adequacy of self-service support. Analytics systems predict conditions that require manual follow-up or an automated response. Other than high volume, low risk transactions, the lion’s share of follow-up over the next few years will involve the initiation of a task or case assigned to a worker, who must then decide what to do next. Initially, the volume of decision obligations may swamp existing resources. That typically requires a solution re-design to offer greater situational awareness, by integrating content and back-office applications into case management solutions aimed at speeding up processes involving decisions, while also improving the quality of decisions. About Maureen Fleming Maureen Fleming is a Vice President at IDC, focused on middle tier technologies that enable new initiatives, such as sensor-based computing and API monetization. She is the lead analyst of IDC’s IoT analytics and information management practice and IDC’s research covering process automation, API management and continuous analytics.

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Want to Know What Your Peers are up to? – Join the Customer Conversations at Enterprise World

Enterprise World

Attending conferences like OpenText™ Enterprise World provide some of the best opportunities for you, and your company, to take your game to the next level. While we can do lots of research online and keep up with our peers via social media, there’s nothing like being in a room of like-minded people. People who are willing to take time away from the office to learn something new. People who are happy to disconnect from being online and network in person. Attending conferences can provide unique opportunities that you won’t find anywhere else. At Enterprise World you’ll be able to network with people who know what’s going on in your particular space, not just OpenText staff – although there will be plenty of opportunity to meet with our experts – but other customers who know things you need to know, and can answer your questions too. Whether you attend some of our forty Customer Experience Management focused breakout sessions, or sit in on a Theater presentation, catch a product demo on the Expo floor, or just start a conversation over a cup of coffee you’ll discover that you are not alone in wanting to improve your skills and bring back something of value to your organization. Talking and listening is a great way to get ideas and feedback from others who may be facing the same business and technical challenges that you are. To help with this we are lining up a great roster of customer speakers who want to share their stories, in sessions, panels, and socially. In fact, we will be kicking off the whole CEM track with a track-keynote from a customer. What a better way to start than with a real-life example of how implementing a CEM strategy and solution can bring you and your company real benefits? As with all good conferences, Enterprise World will have many opportunities for attendees to mix and mingle, form new relationships, and strengthen existing ones. Over coffee, lunch, or cocktails, you may make a connection with the just the right person to help answer some of your questions. At a breakout session you may find yourself sitting next to someone who can provide advice or suggest new approaches. Customer presentations may spark new ideas or open up solutions that you hadn’t even thought of yet. Personally, I always return from a conference with new ideas and approaches that make me more effective. Enterprise World will provide a unique convergence of networking, learning, and fun into a single package; and like all good conferences force you to grow and challenge yourself. If this all sounds like a great reason to spend July 10th to the 13th in Toronto, then make sure to register and we’ll see you there.

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Disrupt Yourself – Personalized Marketing in the age of General Data Protection Regulation (GDPR)

GDPR

In early March, as part of an overall webinar titled New EU Policies Will Transform Business Practices across the Organization: Get Ready for the GDPR, I had the opportunity to deliver a mini-presentation on how marketing will change once the GDPR goes into effect on May 25, 2018. Imagine just one year to ensure compliance?  It seems a year is a lot of time but in reality it isn’t. And if you think this only applies to EU firms, remember that this affects any company processing the personal information of EU citizens. The purpose of this blog is not to provide exhaustive detail about the extensive regulation, but to remind you of your options, and to provide thoughts and considerations for marketing personalization under the GDPR. With any regulation, organizations can make one of the following decisions: Ignore it – Ignore the GDPR and continue to provide customized offers without consent Avoid it – Cancel specific marketing programs; we just can’t do these anymore Embrace it – Find a better way and implement tools to drive marketing content including upsell/cross selling Logic tells me that you will select embracing this regulation and as you are going through your change cycle you will get to stage 5 – Understanding to Awareness – quicker than you imagine. So in other words, you will need to disrupt yourself in order to embrace the change. Customers Want It With that being said, let’s talk about specifics. A recent study found that 90 percent of consumers have privacy concerns, but seek highly personalized and tailored customer service. Personalization is key to modern customer experiences and customers will make purchases and loyalty decisions based on the level of individualized service they receive. In order to continue to deliver personalization within the realm of GDPR, marketing must continue to develop the appropriate campaigns, messaging etc. to their target audience, keeping in mind that the audience has provided the appropriate consent. CX is Worth It Delivering a seamless and connected Customer Experience is becoming the most effective way to market your products and services. Marketing tactics we all embraced 10 years ago have been replaced with the internet of service ushered in by social media over the past 5 years. This suggests that good customer service is now at least as valuable as good marketing. Or better stated, good customer experience is good marketing. Today’s consumers don’t want to be sold to; they refuse to yield the power. The unique selling proposition has been replaced with the unique buying proposition. The table has completely turned. I encourage you to visit the resources below to learn more about GDPR and how we can help. The first resource contains a recorded webcast as mentioned above that you can view and learn at a high level what the GDPR is and detail about the regulations. In the webcast, I provide a brief presentation titled GDPR and the Future of Marketing. Pay attention to two areas that I cover: 1. Personalization with Consent and, 2. Consent Driven Personalized Experiences. The second resource provides a GDPR overview, information regarding how our solutions can help with the GDPR. Finally, the third resource provides information on our customer experience management portfolio. We will continue to provide additional information to help you prepare for the GDPR. May, 25, 2018 seems a long way off but time does fly by and you need to be ready. Until next time… Resources: http://www.opentext.com/campaigns/99challenges/comply-with-regulations http://www.opentext.com/what-we-do/business-needs/information-governance/ensure-compliance/gdpr-are-you-ready http://www.opentext.com/what-we-do/products/customer-experience-management

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Personalize Wisely: The Do’s and Don’ts of Personalization

personalize

Do you know the best approach to personalizing your digital experiences? While personalization has been a top priority for many organizations over the past few years, personalization strategies are still “immature,” according to Forrester. The State of Digital Experience Delivery, 2017 , an April 2017 Forrester report by Danielle Geoffrey and Mark Grannan, says 64% of the DX leaders Forrester surveyed adopt only entry-level personalization – based on historical data. And only 25% are prioritizing the ongoing optimization of contextual relevance. Advance Your Personalization Strategy OpenText helps organizations successfully execute more advanced personalization strategies. One of our personalization and optimization experts, Patrick Akhidenor, led a bootcamp on Sunday at the Behave 2017 conference. Patrick, an OpenText™ Optimost client success manager, spoke about personalization best practices and also gave industry-specific ways to personalize, based on common data fields, page variables, testing iterations, and metrics. Attendees asked questions like where to start and how to prioritize while also not neglecting certain KPIs. Towards the end of the session, the audience broke out into teams and worked through some fictional personalization scenarios. Just “D.R.I.V.E.” Here’s an easy-to-remember acronym that Patrick shared on how to “D.R.I.V.E.” your personalization strategy: Data: Use available data points to identify and prioritize customer segments to personalize against. Resources: Consider allocation of resources as it pertains to every step of the personalization process. Ideation: Identify areas of the page or website that could benefit from testing and optimization. Outline recommendations for how to improve performance. Validation: Validate your personalized testing concepts through AB/MVT testing. Establish: Establish a continuous optimization process that allows your team to prioritize pages and KPIs throughout the year. Learn More View the presentation here: Alternatively, contact us at optimost@opentext.com.

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OpenText Experience Suite EP2 Release Brings Powerful Features to Build Compelling Customer Interactions

Experience Suite

The existing set of OpenText™ Customer Experience Management solutions across Web Content Management, Digital Asset Management, Customer Communications Management, Workforce Optimizations, and Analytics, plus the talented people behind them, provide a strong offering in Customer Experience Management (CEM), a critical component of customer engagement. Overall the Customer Experience Management portfolio of solutions already raises the bar for dynamic and personal customer engagement with industry-led solutions designed to make it easier to engage with customers using multiple channels and devices. The new OpenText CEM Suite Enhancement Pack 2 release, brings together many new innovations across the product portfolio linked around the central themes of: Better customer engagement Improved product integration Evolution of content management and delivery Improved usability EP2 Highlights by Product To continue improving your customers’ experiences, we’re excited to announce the following new features: With EP2 we introduce the new Exstream release 16 platform, a unified Customer Communications Management solution for ultra-personalized communications that allows business users to optimize customer engagement through the design and delivery of omni-channel, consistent, compliant, communications — delivered anytime, anywhere. OpenText™ Media Management is seeing some updates as well. To add to its best-in-class rich media management capabilities, we’re introducing enhanced marketing collaboration tools to accelerate and simplify marketing and agency collaboration, as well as a new “frictionless” integration with the Adobe Creative Suite, and improved dynamic media delivery services. These will assist with the integration and publishing of assets and ensure adaptive and responsive multi-channel experiences. With the Teamsite EP2 update  you can easily preview personalized digital experiences. Now, you can compare how digital content looks for different target audiences in a single view.  For instance, you can preview two versions of a web page – one that targets a high earners segment and another that targets students. You can pull up and compare the content each audience sees, side by side. OpenText™ Qfiniti allows you to capture the voice of the customer with new web and phone based surveys. The OpenText Qfiniti Outbound Voice Survey and Outbound Web Survey cloud service can automatically generate surveys in real-time based on triggers assigned to a contact center call. EP2 Updates for other products in the portfolio include: Content Hub for Publishers – New dashboards, and story editor enhancements MediaBin – Portal client enhancements, and access to the image-editing tool directly in the user interface Optimost – multi audience testing, and content targeting Web Experience Management – Richer user profiles, and an Audience Manager Web Site Management – improved analytics reporting, and Dynamic Groups Teleform – Integration with Content Server, and OTDS LiquidOffice –Integration with Sharepoint, and OTDS Experience Suite is dedicated to maximizing the power of your brand through your customer’s interactions with it, and with EP2’s updates we’ve created even more powerful and compelling ways for those interactions to happen.

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OpenText Qfiniti 16.2 – Created for Results, Designed for Coaching

Qfiniti 16.2

For over 17 years, OpenText™ Qfiniti customers have been asking callers to “stay on the line at the end of the call for a short survey about your experience.” And for that same amount of time, the Qfiniti Survey solution has been linking feedback to interactions and engaging the contact center workforce to take the voice of the customer (VoC) seriously. Today, we launch Qfiniti 16.2, equipped with new cloud-based outbound web and voice surveys deliver results for the contact center and beyond. Build Powerful Surveys In the new version of Qfiniti Survey 16.2, customers can build, trigger and deliver outbound voice and web surveys in the cloud. Question Definition – build survey questions, answer definition, certified Bain and Company NPS®, branching, jumping and configuration – all from an intuitive user interface designed to unify survey forms regardless of delivery method or language Customized Branding – use your brand details to customize survey invites with a click of a button and easy-to-use tools for recording voice surveys Frequency Management – reduce survey fatigue by controlling survey invites over time Unified Survey Forms – build inbound and outbound, phone and email surveys in a the same tool unifying form management and consistent reporting Trigger Surveys through Analytics After survey forms are created, Qfiniti Survey handles the email for the web survey and phone call for the voice survey directly from the OpenText Cloud. Invite Credits – outbound voice and web surveys are sold as invite credits allowing you to control costs throughout any survey campaign User-Defined Triggers – build survey triggers based on any factor – transaction type, employee, group, interaction duration, and many more Smart Campaign Triggers – uniquely trigger surveys to specific customers based on speech analytics triggers such as topic of conversation, sentiment or emotion Coach with VoC Insights and Persona-Driven Dashboards Customer surveys in Qfiniti have always been attached to the interaction and employee for coaching. And now, with new cloud-enabled web and phone surveys, the same is true and tied back to the entire evaluation process. Agent Dashboard – employees can reviewing coaching, self-evaluate and even playback interactions from survey results Persona-Driven Dashboards – create widget-based dashboards for marketing, retail and enterprise-wide personas Cross-Tabulate – new cross-tabulation widget allows users to compare any two values – speech, survey and interaction CRM or CTI data Would you like to take the new OpenText Qfiniti 16.2 for a test drive?  Reach out to your account executive for a demo or DM us on Twitter at @OTQfiniti for a quick preview. Of, if you prefer, read how Forrester recently named OpenText Qfiniti a “Strong Performer” in its Wave of Workforce Optimization suites — download a copy of this report today by clicking here.

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Behind the Scenes: 3 Key Drivers of OpenText Release 16 and EP2

Release 16 EP2

OpenText™ Release 16 EP2 is the second enhancement pack for Release 16, and I want to share some of the “behind the scenes” thinking with you in this blog. While we’ve been developing EP2, we’ve been talking to analysts, fine-tuning our road map, and listening to customers, and do you know what kept coming up?  “Enhance the user experience and improve productivity”. So with EP2 we focused on user experience and improving productivity. And to achieve this, we concentrated on three key drivers: enhance user productivity, integrate information flows, and connect the ecosystem. Read below for more on each of these key drivers: 1. Enhance user productivity One of the fastest ways to get more value out of your enterprise is to improve productivity. EP2 brings significant user and productivity enhancements across Release 16 with improved user experience, self-service, and self-provisioning. These are a few highlights of how EP2 can enhance user productivity: Unified OpenText™ Customer Communications Management (CCM) document design tools and composition engines for ultra-personalized communications (OpenText™ Experience Suite) Mobile order management, automated partner provisioning, business event notifications to streamline tasks (OpenText™ Business Network) Enhanced design time and security capabilities, new form design and control functions, and improved business rule styling to further simplify and speed application development (OpenText™ Process Suite) Expanded Smart UI to simplify how users create, edit, collaborate on, process, and manage content from the desktop or mobile (OpenText™ Content Suite) InfoCenter UI lets users surface content in the form of “tiles”, so important information is just a click away (OpenText™ eDOCS) Relevancy analysis, project cloning, and new automation options add convenience (OpenText™ Discovery Suite) 2. Integrate Information Flows When we looked at how we could expand our support for the complete flow of information across the digital enterprise, from Engagement to Insight, we came up with many enhancements as well as several new integrations across our Release 16 portfolio. Here are just a few: Business-defined triggers to automatically initiate voice or email surveys linked to call recordings with drill-down insights (Experience Suite) Several new integrations with the OpenText™ Trading Grid platform substantially widens business network, while OpenText™ Trading Grid Analytics and data blending capabilities have been extended to all OpenText Trading Grid Messaging (TGMS) customers (Business Network) Improved and deepened OpenText Extended ECM integration enabling more workspace capabilities (Process Suite) Simplified workflows, data visualization, and integration to Microsoft® Office Online help bridge information siloes (Content Suite) A RESTful API enables eDOCS data to be easily leveraged in external applications (eDOCS ) Microsoft Office e365 connectivity for streamlined ECA and collection (Discovery Suite) 3. Connect the ecosystem In an enterprise, there are few things as frustrating as information siloes. They prevent us from having all the facts, applying them, and getting that competitive edge. EP2 introduces additional ecosystem integrations with more connectivity— across our own portfolio of software as well as new solutions. Here are some examples: Marketing collaboration for media assets with an integration to Adobe® Creative Cloud™ and OpenText TeamSite (Experience Suite) Redesigned and simplified MFP connector in OpenText RightFax, updated third-party certifications (Business Network) Improved integration to external systems for data import to entities (Process Suite) Extended integration of OpenText ECM into the applications that drive business such as SAP® SuccessFactors™, Office 365, Salesforce®, and SAP C4C® (Content Suite) Third-party apps can be displayed as “tiles”, eliminating the need to switch back and forth between eDOCS and other applications (eDOCS) New RESTful API takes AI-enhanced enterprise search even further (Discovery Suite) Three Drivers that Enhanced the Complete Engagement to Insight Flow By focusing on enhancing user productivity, integrating information flows, and connecting the ecosystem while developing OpenText Release 16 and EP2, I truly believe we have enhanced the user experience and improved productivity. Let me know what you think. For more information, please visit www.opentext.com/16. And keep an eye on our blogs for the individual suite announcements here.

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OpenText WFO Video Series: Lessons Learned About Reporting to Executives

WFO Video Series

I’ve just taken a few moments to go back and read the 2017 Video Series blog posts that my colleagues and I have shared with you over the past weeks (you can easily do the same: links to the first seven blogs are listed at the end of this post). And in doing so, I’ve been reminded of the valuable advice that our speakers have made available to us all. The topic of this year’s series, Driving Contact Center Awareness Within Your Organization, is one that our speakers are definitely passionate about, one that they’ve given a lot of thought to and have put a lot of effort into within their own practices, whether as analysts or contact center leaders. I’m glad to be writing about this eighth, and final, question posed to our speakers because it really does serve as a kind of summary on the topic: What are some lessons learned about reporting to the executive team? In answering this question, each speaker reiterates the imperative for contact center leaders to be fully engaged with their own executive leadership. The success of the contact center depends upon it. And to a person, they all recognize that the success of the business relies on this close relationship as well. For instance, listen to what Keith Dawson has to tell us: “What [my clients] have learned, I think, is that we’re in a period of tremendous flux. We’re in a period where all the basic assumptions that we’ve worked with for 25 years are now in question…We need to be much more active instead of reactive. We need to get out in front of problems instead of waiting for them to come to us.” Keith warns us that you can have all this stuff, “you can have a vested and accountable leadership, you can have the perfect mix of tools and technologies,” but if you don’t have a fully engaged front line of agents, you’re not going to be able to provide an optimal customer experience. To further drive home the point, here’s what Jason Goodroe had to say when answering this last question in the series: “I’ve learned is how much [the executive team] cherishes how I’ve cared for the [contact center] team members. How we treat them, how we guide them, it’s those extra attributes that they really desire for us to do.” And Jason puts it even more succinctly when he reminds us that “a moment of recognition carries years of value.” Great advice. Like all of the insight offered by each of our speakers as they answered each question in the series. I hope that you’ll take a moment like I just did to read through the blogs and take into serious consideration the advice highlighted in each post. Better yet, listen to the recorded commentary to discover each speaker’s unique perspective on the topic. And definitely share links with your colleagues to the specific video clips from the OpenText™ WFO Software 2017 Video Series landing page. Advice like that offered by our speakers could just be what you need to move the awareness needle of your contact center with your executive team. In all, our speakers provide their insight related to eight questions about driving awareness of the contact center within your organization, and they explain why this should be of interest to every contact center agent, supervisor, manager and executive: What defines a positive customer experience? Why should customer experience be a top enterprise goal? How can the contact center be positioned as a leader in customer experience? How can the contact center align with the top priorities of executive leadership? What’s the best way to coordinate contact center goals with other business units? What performance goals resonate most with executive leadership? What other tools demonstrate contact center impact to the executive team? What are some lessons learned about reporting to the executive team? I also encourage you to join the conversation by using the “Get in Touch with a WFO Expert” form on the Video Series pages.  We would love to talk with you more. The OpenText WFO Software team has really enjoyed bringing this 2017 Video Series to you, and we hope that you’ll also check out our previous series and learn how interaction analytics can have a huge impact on your contact center and business. Here’s wishing you great success in your contact center initiatives.

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Are you on Track to Deliver the Right Picture?

digital asset management

I’ll admit it, I’m a total motorsports nut. If it has wheels and an engine I’ll happily watch it race. The number of wheels doesn’t particularly matter, two or four I’ll be trackside. So when I see a link to a work-related article online with a picture of a race car in the header, it’s pretty much a given that I’ll click through. Such was the case last week when a picture of a particularly lovely vintage Ferrari race car caught my attention. The article itself went one better by describing the challenges of systems implementation by using running the Indianapolis 500 race as a metaphor. You would think that would be the perfect post for me – yet it annoyed me. The reason? That Ferrari, the same one that had caught my attention in the first place. The problem was that while the article had consistently referenced the race at Indianapolis the picture was that of a Formula One race car. F1 and IndyCar are two distinctly different branches of the sport with very different cars. That Ferrari would never have raced in the Indy500. As much as I found the article interesting, the racing and content pursuit in me was irritated. Why didn’t they use an appropriate picture? OK I’ll accept the vast majority of people reading the article didn’t even notice the incongruity; a race car is just a race car isn’t it. Imagine instead that the article had been about Star Wars, and they’d used a Star Trek image, or about the Marvel movies and they’d used a picture of Batman (yes, I’m a geek too); or it had been about an industry you work in and they’d put up something related to one of your competitors. I’ve seen that happen when I worked in both aerospace and equipment manufacturing. Incidents like that immediate undermine your message’s credibility for those who have a degree of knowledge of the subject matter. Getting the right image on your message is important. I recently hosted a webinar on using social media and one of the areas we discussed was the use of images to accompany posts, blogs, articles etc. We talked about how images need to be: Relevant, Eye-catching, Symbolic, Thematic, and ideally original. The problems, like the Ferrari one, arise with an over reliance on search and stock art. That over reliance can lead to what I call the curse of The Millennial Man, where the same stock image is used over and over again by everyone. The Millennial Man refers to a photo that seems to accompany nearly every article that has the word “millennial” in the title. You know the one, the bearded guy walking down the street with a coffee in one hand, looking at his smart phone in the other hand. So how do you ensure that you are using the right images?  Don’t just search the web for something that might work. Use a Digital Asset Management platform that contains only brand approved art and images, or those that the company has licensed from an image library. Make sure that those images are correctly tagged with accurate and comprehensive metadata that makes searching easier and more accurate. It’s worth remembering that often the content about the content (i.e. the metadata) is more important than the content itself. Stay on track by considering the importance of metadata up front. Don’t just describe what is in the image, but think about what that image could be used to illustrate, what markets it might be appropriate for ( and just as importantly markets or circumstances where it may be inappropriate.) Defining a meta data strategy and managing it is a winning strategy.

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Get up Close With the Latest in Customer Experience Management at Enterprise World

Customer Experience Management

Think you know all about the range of OpenText Customer Experience offerings? Think you’ve seen it all at recent shows, or even at last year’s Enterprise World conference in Nashville? Think again. OpenText™ Experience Suite continues to grow and evolve with new products, and exciting innovative new features for the existing products. Join us at this year’s Enterprise World in Toronto to get up close and personal with all the latest CEM developments. There will be more opportunities to see the products, talk with experts, and network with your peers than ever before. Plans for the expanded CEM demonstration area in the Expo hall include: Experience Suite CEM Lab where you can see the various CEM products working together to help deliver a continuous connected customer experience from engagement to customer insights. Digital Asset Management area where you can examine top flight DAM platforms such as OpenText™ Media Management, and MediaBin, as well as industry specific solutions like Content Hub for Publishers. Web Content Management solutions to create and optimize the web experience for your customers with tools such as OpenText™ TeamSite, Optimost, Web Experience Management and Web Site Management. Customer Communications Management will highlight the new Exstream 16 release offering a unified solution for ultra-personalized communications. WorkForce Optimization that enables you to capture the true voice of the customer with products such as Qfiniti and Explore. The CEM Extensions demo area will introduce you to other products and solutions such as Experience Analytics and more to further enhance your CEM capabilities. It’s not only the product demo area that’s been extended, there will be a greater number of CEM-related breakout sessions and presentations than ever before. There will be more opportunities to learn and discuss industry trends, listen to others tell how implementing a CEM strategy impacted their business, or do a deep dive into the technical aspects of implementing solutions. It’s your choice. Whatever your level of interest and expertise, there will be something for you. If this all sounds like a great reason to spend July 10th to the 13th in Toronto, then make sure to register and we’ll look forward to seeing you there.

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OpenText WFO Video Series: What Tools Demonstrate Impact to Executives?

WFO video series

In my previous blog in this series for Question 3: How can the contact center align with the top priorities of executive leadership?, I started my comments with a quote from my favorite guru, Yoda: ““Do or do not. There is no try.” And I’m back to tell you that this bit of wisdom applies when it comes to the tools you need to implement to share the value of the contact center across your organization. To make my point, first let me suggest that you listen to what Donna Fluss, president of DMG Consulting, has to say about tools that are available in the contact center: “If you’re looking for one version of the truth and a way to align the goals of the contact center with those of the enterprise, then you’re going to want to use something called contact center performance management or CCPM.” Donna explains that this tool allows contact center leaders to quantify their performance and report into enterprise performance management (EPM) or corporate performance management (CPM) systems. This is important because, once the KPIs that executive leaders consider to be essential are agreed upon, they can be reported and shared throughout the organization on a timely basis. Speech analytics is a second tool that Donna considers to be essential in your effort to prove the value of contact center activities to executive leaders: “…there’s a lot of value in sharing that information [discovered in call recordings] because the contact center covers topics related to the entire organization, so it has insights into what happens throughout the organization.” This is definitely a “do, not try” contact center tool that you should put into place. And if you’re not already aware, speech analytics is one of the core technologies in the OpenText workforce optimization (WFO) suite – check out OpenText™ Explore to learn more. When it comes to tools at our disposal as contact center leaders, it’s not just about technology according to Donna: “Companies should use that [speech analytics] information to create change management programs, which is also one of the really effective tools that contact center leaders should be sharing and using with the enterprise.” I couldn’t agree more. What Donna is suggesting here – and what each of the other speakers in this series also emphasize – is that management tools are critical components of any effort to increase contact awareness within your organization. Jason Goodroe mentions surveys, focus groups…and skip-level meetings as critical to the success of the contact center initiatives that he leads at Aflac. Back in the day when I was a contact center leader, I also used skip-level meetings to effectively bridge the communication gap between management and executive leadership. Here’s an unabashed bit of self promotion: in my commentary, I explain how skip-level meetings can come in many different forms. The bottom line here is that you need to step into the role of contact center leader by getting beyond “try” and reach “do” by making your contact center an essential and valuable hub of employee and customer engagement By now you should be aware that our OpenText™ WFO Software Video Series features a number of contact center experts sharing invaluable advice on how to make this all happen. So please take advantage of the insights offered in these short video clips to hear what the others have to say about this important topic. In all, our speakers provide their insight related to eight questions about driving awareness of the contact center within your organization, and they explain why this should be of interest to every contact center agent, supervisor, manager and executive: What defines a positive customer experience? Why should customer experience be a top enterprise goal? How can the contact center be positioned as a leader in customer experience? How can the contact center align with the top priorities of executive leadership? What’s the best way to coordinate contact center goals with other business units? What performance goals resonate most with executive leadership? What other tools demonstrate contact center impact to the executive team? What are some lessons learned about reporting to the executive team? I also encourage you to join the conversation by using the “Get in Touch with a WFO Expert” form on the Video Series pages, or by commenting on our Video Series blog posts.  I do hope that you’re enjoying all of the insightful advice available in our 2017 Video Series, and you should also know that there’s a previous series that’s available, too. Check it out and learn how interaction analytics can have a huge impact on your contact center and business. It’s always a pleasure sharing with you. I hope you’ll reach out and keep in touch.

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OpenText WFO Video Series: What Performance Goals Resonate Most With Executive Leadership?

WFO Video Series

I’m really excited to write about this sixth question being asked as part of our OpenText™ WFO 2017 Video Series because it’s a question I’m often asked when meeting with customers and other contact center professionals. It’s also a question that our expert panel of speakers are dealing with in their professions, some are well-respected industry analysts and others highly successful practitioners. It’s a privilege to have their expertise to share with you. Today’s contact center leaders understand how important it is to gain the support of executive leaders in order to secure the necessary resources, technologies and budgets required to hit mandated KPIs. But that’s no easy task when the contact center is focused on metrics that are not well understood or even considered business-critical in the C-suite. So here’s the question again: what contact center goals or metrics resonate most with the leaders who make the high-level strategic business decisions and who control the purse strings? Keith Dawson, Principal Analyst at Ovum in knows that it’s important to distinguish between “activity metrics” and “outcome metrics.” Here’s how Keith describes the difference in the second of his two video clips on the topic: “Contact centers have been asked to report on how many, how often, how many minutes, how many calls, how many agents, etc. This is all well and good, it will never go away, and we’ll always be using these numbers…but the reports [executives] get should be related to customer feelings, customer sentiments, customer experiences. How much friction did that person encounter, how many transfers were there, how many contact channels did a person come in on? Are we able to relate what one person did on one channel to what a customer did on another channel? Was there effort expended by the customer in moving from one channel to another?” Those “how much and how many” metrics are, of course the activity metrics, and as Keith reminds us, few if any executives fully understand or actually even care about this level of detail when it comes to contact center operations. Rather, executives are concerned with the outcome metrics, as well they should be. The goal – and the way to earn the support of executive leaders – is to work with them to develop the infrastructure and analytic capabilities that can “paint a picture of a customer not just as a series of transactions, but as a person with a potential to do business with you in certain ways.” Yes, easier said than done. But Keith also makes the point in his first video clip related to this question that it’s important “to stand up and take the risks that are necessary to make sense of a very complicated operational environment.” This is so true. The other experts on our 2017 panel offer their own take on reporting up to executive leaders, so I encourage you to take a moment and listen to what the others have to say about this question – and all the others. In all, our speakers provide their insight related to eight important questions about driving awareness of the contact center within your organization and explain why this should be of interest to every contact center agent, supervisor, manager and executive: What defines a positive customer experience? Why should customer experience be a top enterprise goal? How can the contact center be positioned as a leader in customer experience? How can the contact center align with the top priorities of executive leadership? What’s the best way to coordinate contact center goals with other business units? What performance goals resonate most with executive leadership? What other tools demonstrate contact center impact to the executive team? What are some lessons learned about reporting to the executive team? You can join the conversation by using the “Get in Touch with a WFO Expert” form on the Video Series pages, or by commenting on our Video Series blog posts: Question 1, authored by Steve Graff Question 2, from Alan Porter Question 3, by me, aka Dr. WFO Question 4, by Matthew Storm Question 5, posted by Brian Hardyman On behalf of the entire OpenText WFO Software team, I hope that you’re enjoying our 2017 Video Series. There’s also a previous series that’s available, too. Check it out and learn how interaction analytics can have a huge impact on your contact center and business. Thanks for reading through this blog. I hope you’ll reach out and keep in touch.

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