What’s fact and what’s fiction about managing the experience that you deliver to customers and prospects? You hear the talk. You feel the pressure. You know it’s time to put the key issues and opportunities on the table with executives, colleagues, and service partners. In this presentation, Tim Walters of Digital Clarity Group draws on insights from a brand new report "The CEM Imperative: Customer Experience in the Age of the Empowered Consumer" available for download at http://www.digitalclaritygroup.com/research/research-papers/ To view the video recording of this presentation, please visit: http://bit.ly/NAa7cJ

1. Inconvenient Truths and Dangerous
Misconceptions About Customer
Experience Management
How to Drive Informed Conversations
with Stakeholders
Mary Laplante and Tim Walters
Digital Clarity Group
February 20, 2014
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2. About Digital Clarity Group
Digital Clarity Group (DCG) is a research-based advisory firm that focuses on
the content, technologies, and practices that drive world-class customer
experience management (CEM).

As analysts, our research, insights, and thought leadership cover the CEM footprint –
those organizational capabilities and competencies that impact the experience
delivered to customers and prospects. In our view, the CEM footprint overlays
content management, marketing automation, e-commerce, social media
management, collaboration, customer relationship management, localization, and
search.

As consultants, we believe that education and advice leading to successful CEM is
only possible by actively engaging with all participants in the CEM solutions
ecosystem. In keeping with this philosophy, we work with enterprise adopters of
CEM solutions, technology vendors that develop and market CEM systems and tools,
and service providers who implement solutions, including systems integrators and
digital agencies.
@just_clarity @tim_walters
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3. Tim Walters, Ph.D.




Partner and Principal Analyst
Director of research for DCG
Covers digital disruption;
customer experience
management, including web
content management; the future
of work and intranets; translation
and globalization.
Author, The CEM Imperative, and
study director, Guide to Service
Providers for Web Content and
Customer Experience

Formerly Forrester, FatWire, NYU
@just_clarity @tim_walters
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4. Acronym apocalypse
CEM
CXM
DXM
WEM
WDEM
@just_clarity @tim_walters
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5. Today’s topics


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What is CEM?
Why is CEM an imperative?
Isn’t CEM mostly vendor hype?
What’s behind the demand for great
experiences?
 Is there an app for that?
 Who can help?
@just_clarity @tim_walters
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6. “Consumers are empowered by information
and shared opinions, and they are emboldened
by choice. They have developed an appetite
for rich and rewarding interactions, and they
rarely hesitate to seek alternatives when
disappointed. Increasingly, companies will
succeed and fail according to the quality of the
digital experiences that they offer.”
- The CEM Imperative: Experience Management in the Age of the Empowered Consumer
Digital Clarity Group
@just_clarity @tim_walters
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7. Dangerous misconception #1
 CEM is all about (select one)
digital marketing
call center efficiency
sales force enablement
mobile devices
B2C companies
@just_clarity @tim_walters
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8. CEM is anchored in CX
Customer experience (CX) is the totality of a customer's interactions
with a company or brand. Note that in this definition, customer
refers as well to prospects – those who have not yet conducted a
transaction with the company – and that the totality of interactions
includes all channels and touch points over the entire life of the
relationship.
As a business discipline, customer experience management refers to
the strategies, processes, skills, technologies, and commitments that
aim to ensure positive and competitively outstanding customer
experiences.
With specific reference to technology, CEM names the array of
software tools that organizations use to create, store, deploy,
analyze, and optimize the aggregations of digital content that make
up or contribute to the user experiences on both digital and
nondigital channels.
@just_clarity @tim_walters
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9. Inconvenient truths #1 & #2
 CEM is a company-wide discipline and
commitment, not a line of business fix
 CEM extends beyond digital
@just_clarity @tim_walters
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10. @just_clarity @tim_walters
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11. Inconvenient truths #3 & #4
 CEM is not a software category
 A CEM “solution” requires much more than
technology
@just_clarity @tim_walters
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12. Inconvenient truth #5
Customer loyalty is dead (if it was ever alive).
@just_clarity @tim_walters
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13. Global executives say the cost of
not providing “positive, consistent,
and brand relevant experiences” is
20% of total revenue
Source: Okeeffe & Company survey of 1,342 senior executives, 2012. Commissioned by Oracle.
@just_clarity @tim_walters
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14. $1.25 million
@just_clarity @tim_walters
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15. Another scary figure
$5,900,000,000,000
($5.9 trillion)
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Source:@just_clarity @tim_walters Pulse Research. Photo: http://www.tAccenture, 2013 Global Consumer
nation.com/free_online_article/most_recent/train_like_a_man_5_the_real_paleo_exercise

16. Dangerous misconception #2
CEM is just HYPE aimed at selling stuff.
@just_clarity @tim_walters
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Source: http://breakingmuscle.com/strength-conditioning/beware-of-snake-oil-salesmen-especially-ones-with-science

17. “The demand for cohesive, omnichannel
digital experiences arises from customers,
not from vendor hype. If your business does
not feel the pressure of that demand, no
marketing rhetoric should compel you to
take action – although you might want to
confirm that you still have customers.”
- The CEM Imperative: Experience Management in the Age of the Empowered Consumer
Digital Clarity Group
@just_clarity @tim_walters
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18. Digital disruption grants voice and choice
@just_clarity @tim_walters
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19. Twitter trumps condiments
@just_clarity @tim_walters
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Source: http://www.newmediaandmarketing.com/brands-have-to-master-complaint-management/customer-complaints-561

20. Dangerous misconception #3
The “mobile shift” means mobile devices
take priority
@just_clarity @tim_walters
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21. Inconvenient truth #6
Great experiences don’t age well.
@just_clarity @tim_walters
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22. Dangerous misconception #4
Numerous vendors offer CEM software
solutions.
@just_clarity @tim_walters
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23. Inconvenient truth #7
The “Three I’s” turn software into a solution
 Implementation
 Integration
 Incorporation
@just_clarity @tim_walters
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24. “As the number and variety of software
applications supporting a business process
increases, so does the role of the "three I’s" –
and not just proportionally, but at a multiple
that reflects the growing complexity of the
overall solution.
In other words, the more software you need,
the less important it becomes to your overall
success.”
- The CEM Imperative: Experience Management in the Age of the Empowered Consumer
Digital Clarity Group
@just_clarity @tim_walters
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25. Inconvenient truth #8
You can’t do it alone.
@just_clarity @tim_walters
Source: http://silence-without.blogspot.de/2010_12_01_archive.html
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26. “CEM is so new, hard, and
complex that nearly all
organizations must draw on
third-party service
providers to provide or
supplement skills in
research, strategy, design,
technology, operations,
and much more. In short,
service provider partners
increasingly provide an
indispensable ingredient in
any CEM endeavor.”
@just_clarity @tim_walters
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27. What it means
 Act now: Consumers expect rich experiences today, and
they are growing ever less tolerant of deficient
engagement – and of disengaged brands.
 Embrace “experimence”: Ongoing experiments that are
grounded in, and constantly inform and optimize, the
actual customer experience with your company or brand.
 Identify gaps . . . and the vendor/service partners that
can fill them.
 Build long-term partnerships: CEM is not a “build and
launch” project. Success depends on strategic vision,
constant optimization, and flexibility
@just_clarity @tim_walters
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28. Read on . . .
 Your guide to driving
informed conversations about
customer experience
management
 Debunk the myths and bring
clarity to your vision for CEM
within your organization
 Available as a free download
a basic DCG research
membership
 All webinar attendees receive
a free advance copy with a
link to the replay.
@just_clarity @tim_walters
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29. 2014 primary research agenda
The organizing theme of DCG’s 2014 published research and
analysis is a direct response to the critical need for guidance on
moving beyond theoretical discussions and debates about CEM,
and to practical execution that delivers quantifiable business
benefits.
“Ignoring the challenges of CEM puts companies in extreme peril. The demand
for cohesive, omnichannel digital experiences arises from customers, not from
vendor hype. If your business does not feel the pressure of that demand, no
marketing rhetoric should compel you to take action – although you might want
to confirm that you still have customers.”
-- Tim Walters, The CEM Imperative, January 2014
@just_clarity @tim_walters
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30. For more information
All attendees will receive a pre-release copy of The CEM Imperative:
Experience Management in the Age of the Empowered Consumer.
Visit our website for more information about our reports
http://digitalclaritygroup.com
Contact Tim about the research and analysis
twalters@digitalclaritygroup.com
Contact us about our advisory and thought-leadership programs for service
providers
mlaplante@digitalclaritygroup.com
Contact us about technology and service provider selections
mmarchionda@digitalclaritygroup.com
@just_clarity @tim_walters
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31. Thanks!
Replay available soon
info@digitalclaritygroup.com
http://digitalclaritygroup.com
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