serving the next-gen customer

Serving the Next-Gen Customer

Presenters

Ashley Fieglein Johnson Chief Customer Officer ServiceSource

R “Ray” Wang Principal Analyst & Founder Constellation Research

Innovation Global Consolidation New Models

Seismic, Technology-Driven Shifts


Across every industry


•  How should I change my process to adapt to innovative delivery and business models?

•  How should I respond to non-traditional competitors?

•  How can a greater focus on customer value be used as a revenue growth lever?

New questions



R “Ray” Wang Principal Analyst and Founder Constellation Research

© 2010 – 2015 Constella0on Research, Inc. All rights reserved.

52% of the Fortune 500 firms since 2000 are gone

6

© 2010 – 2015 Constella0on Research, Inc. All rights reserved. © 2010 -‐ 2015 Constella0on Research, Inc. All rights reserved. @rwang0

“A digital divide exists between the organiza0ons who have built digital business models and everyone else.” (2013)

-‐ @rwang0


1. Macro trends

2. Dynamic work force

3. Disruptive tech adoption

4. New digital business models

© 2010 -‐ 2015 Constella0on Research, Inc. All rights reserved. © 2010 -‐ 2015 Constella0on Research, Inc. All rights reserved. @rwang0

Five generations of digital workers not by age, but by digital proficiency

Digital Proficiency

1. Digital Na=ves

Comfortable in engaging all digital channels 2. Digital

Immigrants Crossed the chasm into the digital world, forced into engagement with digital channels

3. Digital Voyeurs

Recognize the shiM to digital but not ready to be ac0ve yet themselves

4. Digital Holdouts

Resis0ng the shiM to digital, ignoring the impact

5. Digitally Disengaged

Understand digital but avoiding

engagement on purpose, oMen for

privacy reasons


Tech convergence powers digital disruption

Mobile Social Cloud Big Data IOT 3D

Prin0ng

Design Thinking Inspired User Experience


The business model shift is here and we move to outcomes and experiences •  Product companies give away product for service revenues.

•  Service based businesses sell experiences at varying price points and service levels.

•  Experience based businesses selling business models.

•  Business model companies sell peace of mind.


State of boardroom priorities in 2015

Investment in digital presence

Consistent delivery of customer experience (CX)

Digital transforma=on of the business

Rapid response to non-‐tradi=onal compe=tors

Crea=on of insights driven business models

Priori0zed development of high performance culture

Readiness for inorganic growth

Mass automa0on of work and thought

Efficiency in post merger integra0on

Cost reduc0on of regulatory and security compliance


The Battle For Experiences And Outcomes


Transform business models


Medical device companies don’t just sell imaging systems


Disney doesn’t sell theme park tickets


The NFL doesn’t sell tickets to a game or merchandising


Augmented reality adds new and unique experiences

Emergency Exit 150 m

Player Camera 180 M

Referee Stats 180 m

Colleague at Work 225 m

Colleague at Work 450 m

Box Seats 180 m

Player Camera 125 m

Emergency Exit 300 m


Fans seek outcomes not products

Home town pride Status symbols Memorable moments Glory stories

Perfect game days Aspira0onal goals Place to do deals Night on the town

Community outreach and

impact Role models Player and team

engagement Examples of

values


Digital disruption is more than just a technology shift, it’s new business models


Can you support a customer segment of one?


What could you build next with context?


Help customers progress in tech adoption maturity

Level 1: Discovery

• Discerning hype from reality

• Garnering execu0ve support

Level 2: Experimenta0on

• Iden0fying meaningful metrics

• Incorpora0ng new tech into business models

Level 3: Evangeliza0on

• Choosing the right go forward placorm (tools)

• Fostering internal collabora0on

Level 4: Pervasiveness

• Scaling to match demand

• Ensuring long term funding

Level 5: Realiza0on

• Keeping up with tech innova0ons

• Developing tech governance

© 2010 -‐ 2014 R Wang & Insider Associates, LLC. All rights reserved.

D E E P R


Lessons learned

#SBF14 #CDO @ekolsky @rwang0


Rule 1: Digital disrup0on is more than just a technology shiM. It’s about transforming business models and how we engage.


Rule 2: We move from selling products and services to keeping brand promises.


Rule 3: We serve 5 genera0ons of customers & workers, by digital proficiency, not by age. Digital Na0ves, Digital Immigrants, Digital Voyeurs,

Digital Hold Outs, Digitally Disengaged


Rule 4: Data is the founda0on of digital business. Every touch point, every click, every digital exhaust is relevant insight.


Rule 5: If 20 % of your revenue is not an insight stream by 2020, you won’t have a digital biz model.


Rule 6: You need more than a Chief Digital Officer to infuse digital into your organiza0on. You need a broad bench of Digital CXO’s.


Next Steps


“Start with the business model, hone in on the outcomes and experiences.”

Discussion

Point of Sale

Onboarding + Adoption

Upsell + Cross-Sell

Retention + Renewal

From CLM to the customer revenue lifecycle

salesforce.com

An innovative company demanding customer adoption across every tier


The next-gen customer in action

Shifting to continuous value delivery requires a focus on customer success

Fortune 100 networking leader



A new approach to data in the face of disparate systems

VMware




Design new experiences

Develop a culture of digital DNA

Apply new business models and technologies to exis=ng infrastructure

Move from gut to data driven decisions

Co-‐create and co-‐innovate with new partners

Five simple steps to digital transforma0on 5

4 3

2 1

Software Hardware Networking Industrials, Healthcare

and Life Science Subscription Revenue

$14.5B Recurring Revenue under management

LOCATIONS WORLDWIDE:

ServiceSource: Helping leading companies maximize customer lifetime value Focused exclusively on customer lifecycle management for 15 years

60% Revenue through channel 240K+ Partners and Resellers

Further Questions?

Visit us at www.servicesource.com

serving the next-gen customer

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