Business Collaboration: Leveraging Your Digital Infrastructure to Drive Alignment and Growth
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Organizations need to meet customer, partner and supplier needs across multiple communication and marketing channels – this is far from easy. Many corners of the organization understand and believe in a customer imperative; however, these departments often do not come together to collaborate on customer experience initiatives. In order to facilitate a more collaborative environment, solutions need to have cloud delivery at their core and offer anyplace, anytime access, alongside seamless real-time communication, in-context exchanges of information, and integrated social workflow. During this webinar, you will learn: * Streamline programs that result in a quantifiable bottom-line improvement * Shorten the time to qualified leads though collaboration * Transform marketing from a reactive service to a proactive partner to the business
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Business Collaboration: Leveraging Your Digital Infrastructure to Drive Alignment and Growth
- 1. @vanessathomps 1 Drive productivity with real-time collaboration & communication Enterprise Apps • Key Integrations File Sharing Enterprise Infrastructure Chat & Presence HDMeetings& WebConferencing Discussions Notes • Task & Project Management File Sharing
- 2. Business Collaboration Leveraging Your Digital Infrastructure to Drive Alignment and Growth 8 October 2015 Vanessa Thompson, Research Vice President, Collaboration & Communities @vanessathomps
- 3. @vanessathomps 3 Is Your Phone Your Alarm Clock?
- 4. @vanessathomps Some “trends” 4 Broad “Platform” changes are very disruptive Fundamental changes are in play Tech is not just an equalizer and a way to reduce costs It’s a strategic advantage Business model innovation is / can be more disruptive than product / service innovation Information is a new currency in this new age but “big” isn’t the point
- 7. @vanessathomps Adapting to Change... Organizations can adapt to changes in their ecosystem by using mobile technologies to support and enhance current business models. Create new customer experiences Generate new revenue streams Rapidly respond to changing conditions Improve operational efficiencies 7
- 8. @vanessathomps Focus on strategic partnerships to be best in class N=510, Source: IDC Workforce Transformation Survey, February 2015 What do you believe will be the most important business priority for your organization in 12 months from now? 1% 4% 4% 4% 4% 5% 5% 5% 7% 10% 10% 11% 11% 20% 0% 5% 10% 15% 20% 25% Don't know Generate leads Interact with internal business colleagues Gather feedback or ideas from external audiences Recruit for jobs and new talent Gather feedback or ideas from internal sources Interact with external audiences Advertise new products or services Build strong relationships with employees Generate revenue through direct sales Offer customer service and support Gather information about new products and/or services Promote your company, product and/or brand Build strong relationships with customers Building Strong Relationships... Marketing 8
- 9. @vanessathomps Contribution to Overall Spend Impact on Overall Business... Marketing 9 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Customer care Customer satisfaction Overall effectiveness of business operations Managing customer engagement Collaborating with other business units Opportunity qualification (Sales) Continuous learning Managing corporate communications Reputation building (company, brand, product) Cost and safety initiatives Managing partner services Performance in new channels Marketing message engagement (brand/campaign) No impact(0%) Minimal Impact (1-10%) Moderate Impact (11-25%) Significant impact >25% N=510, Source: IDC Workforce Transformation Survey, February 2015
- 10. @vanessathomps Upgrade to 24/7 support - Mobile focus PHONE Social Networking Access/Update Calendar Checking Emails TABLET Personal Productivity (Note Taking) Checking Emails Participating in Online Communities DESK Creating Documents Editing Documents File Sync & Share What is the primary device you would perform the following activities? Top three activities. N=510, Source: IDC Workforce Transformation Survey, February 2015 Simple Mobile Tasks... Customer Support 10
- 11. @vanessathomps Focus on Customer Satisfaction Customer Support 11 3.9% 5.1% 5.4% 5.4% 6.3% 6.6% 6.8% 7.3% 11.7% 11.9% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% Alignment of processes ensure that all relevant information is readily available and shared. Flexibility to manage exceptions, returned goods, and delivery issues Dynamic marketing with many offers, interesting content, discounts, and value add Seamless collaboration experiences with other employees, customers, partners and suppliers Account representatives or relationship managers with strong knowledge of me as a customer and my company's… Great in-store / branch / outlet experience Presence across many channels of communication, including mobile devices, social networks, chat, etc. Excellent and extensive self-service capabilities on web or mobile apps Personnel that are motivated, capable, and friendly Consistent experience across different channels of interaction A Consistent Experience... N=419. Source: US Experiences Survey, IDC, February, 2015 In your opinion, what are the 3 most important factors in achieving a superior Customer Experience?
- 12. @vanessathomps N=419. Source: US Experiences Survey, IDC, February, 2015 In your opinion, what are the 3 most important factors in achieving a superior Employee Experience? Please select up to three choices Self Service on Mobile... 12 70% 60% 50% 40% 30% 20% 10% 0% Alignment of processes Self-service capabilities on web or mobile Seamless collaboration with other employees System that makes suggestions/ recommendations Presence across communications channels PercentageofRespondents 40% select both 1 and 3 36% select both 1 and 2 16% select both 4 and 5 Growth though technology experiences Sales
- 13. @vanessathomps N=419. Source: US Experiences Survey, IDC, February, 2015 Factors for Experience cross tabbed with top communication channels Connecting on Social Networks... 13 Dynamic Marketing Consistent experience across channels Capable, motivated personnel Collaboratio n among employees, customers, partners, suppliers Account reps with strong knowledge of customer Excellent self-service capabilities on web or mobile apps In-store/ branch experience Flexibility to manage expectations Presence across communication channels, including mobile devices, social network, chat,… Alignment of processes ensure that relevant information is available and shared 50% 40% 30% 20% 10% 0% PercentageofRespondents Top “Communication Channels” Among Respondents Selecting Each Driving Factor 1. Social Networks 1. Social Networks 1. Social Networks 1. Website/ portals/ 1. Social Networks 1. Company website 1. In-store experience 1. Social Networks 1. Company website 1. Company website Customer Care starts in Sales Sales
- 14. @vanessathomps Human Resources Finding Experts is a Major Challenge 14 Locating Talent in the Business 14 How much time do you waste not being able to access the right information, data or people you need to get your job done? This is only when you are at your main work location, not remote. Please try to estimate this work by hours per week in terms of looking for information, data and/or people. 7.36 7.38 8.14 Information Data (search/access) People N=510, Source: IDC Workforce Transformation Survey, February 2015
- 15. @vanessathomps 2% 3% 4% 4% 4% 5% 5% 5% 5% 5% 6% 6% 7% 7% 7% 8% 8% 10% 0% 2% 4% 6% 8% 10% 12% Don't Know Desktop or notebook refresh New mobile application deployment strategy C-level directive Driving cultural change Application deployment finding experts Mobile deployment strategy Enhanced Mobile access OS upgrade Migration to public cloud Activity based working strategy securing mobile devices/applications Access to information regulation/compliance/policy/governance Application modernization Application consolidation Cost reduction Human Resources 15 Integrated Talent Practices Getting Content Where it Needs to Be... N=510, Source: IDC Workforce Transformation Survey, February 2015 Top driver for the next major change to Content Collaboration
- 16. @vanessathomps Takeaways Create New Customer Experiences 16 Rapidly Respond to Changing Conditions Generate New Revenue Streams Improve Operational Efficiencies Personal Preference as a Business Metric
- 18. @vanessathomps Get in touch with the Redbooth customer success team: Create a trial at redbooth.com 18
Notas do Editor
- Welcome – Introduction. Based on the peninsula here. My twitter handle is above so feel free to ask questions that way. We have about 35min together and there will be time for questions afterwards so it would be great to get some questions going at the end of the session. There is A LOT of detail so we can take those questions offline to my colleagues who specialize in specific application areas.
- Our relationship with technology has changed profoundly in a short time. Many of us pick up our phones and check our email instead of hit our alarm clock The same technological advances that nearly drown us in information have also contributed to increasing complexity by speeding adaptation and increasing connectedness. What does this mean for the environment around us?
- Personal preference over how and where work gets done. We cant be prescriptive about the change anymore. A shop doesn’t tell you how to interact with it anymore, it finds you where you want to transact. Users will choose the space and place they will work. How are applications changing and transforming to meet these needs? Office-based mobile workers (mobile professionals – knowledge workers) 325 84.20% Non-office-based mobile workers (like sales or field service) 217 56.22% Home-based mobile workers (telecommuters) 179 46.37% Don't know 4 1.04%
- How can the marketing team impact the way users consume information? Marketing teams often act as a conduit between other business units and need to centralize all information and basic workflow in a central repository. This enables them to manage and track information and content like assets where they need to build and share projects and timelines as well as information with users. They are able to enhance the ability to measure effectiveness and maintain relationships with employees, customers, partners, and suppliers across these new channels and will become critical to the success of any organization.
- Every organization is different and they adapt to change differently. But they can leverage mobile to enhance their current environment. There are new customer experiences, Operational efficiencies, New revenue streams and they can rapidly respond to changing market conditions using mobile devices as an enabler. When thinking about business units there are some specific drivers. Based on conversations I have had with companies in the market, there are a selection of priorities in the slides to follow.
- Relationships are more important than ever but they are also more fragile as it is much easier to switch companies as more of what we do is digital in nature. Building a relationship with customers means meeting those customers where ever they are. It might be you need to offer additional channels for them to contact you but it also might mean that you need to extend existing business processes to become more mobile so you are able to respond and be more proactive. Action for listener: Think about how your company is reaching customers today? DO you think they are happy could there be an alternative for them?
- Please estimate how much of an impact using content collaboration tools (enabling access to documents/files/workspaces) in your daily work could have on your performance on the following list of initiatives. Please consider "impact" in terms of time savings, quality of execution and perceived effort.
- Speak more broadly on the shift in the nature of activities that users target on their device types. Action for listener: Look at what your user base are doing with their phones. If they are field sales folks they may need access to some business CRM applications but they will likely be targeting responsive activities. Focus on making experiences streamlined on a mobile device.
- The Experiences survey, n=419. We looked at experiences across customers, partners, employees and suppliers but his is just from the customer facing one. The most important factors in customer experience are the experiences themselves alongside the people. Action for listener: Self service and a consistent experience have become important factors in a customer experience so look to all the channels on mobile that those customers might engage with you and think about how connected the experience is.
- In order to build strong relationships outside the business we must also have strong relationships inside the business. Employee experience highlights the shift away from targeting employee ‘engagement’ were those employees become part of a broader customer experience. To target this organizations need to align processes. Process alignment can come in number of ways, through connecting experts or people that have a specific piece of IP, through coordinating workflow and information part of a shared process and ensuring all current business data sources are relevant and able to be analyzed to capture value.
- In order to build strong relationships outside the business we must also have strong relationships inside the business.
- In order to build strong relationships outside the business we must also have strong relationships inside the business. Employee experience highlights the shift away from targeting employee ‘engagement’ were those employees become part of a broader customer experience. To target this organizations need to align processes. Process alignment can come in number of ways, through connecting experts or people that have a specific piece of IP, through coordinating workflow and information part of a shared process and ensuring all current business data sources are relevant and able to be analyzed to capture value. Many HR organizations are moving to integrated hiring practices to help consolidate the data they have between internal candidates and third party recruiting sources.
- In order to build strong relationships outside the business we must also have strong relationships inside the business. Employee experience highlights the shift away from targeting employee ‘engagement’ were those employees become part of a broader customer experience. To target this organizations need to align processes. Process alignment can come in number of ways, through connecting experts or people that have a specific piece of IP, through coordinating workflow and information part of a shared process and ensuring all current business data sources are relevant and able to be analyzed to capture value. Many HR organizations are moving to integrated hiring practices to help consolidate the data they have between internal candidates and third party recruiting sources.
- Connected worker – enabling users beyond previous barriers to collaboration Beyond the knowledge worker – looking for interactions beyond where technology/apps are present today Create new customer experiences -> Building Strong Relationships + Contribution to Overall Spend Generate new revenue streams -> A Consistent Experience + Focus on Customer Satisfaction Rapidly respond to changing conditions -> Self Service on Mobile, customer care starts in sales Improve operational efficiencies -> Targeting Simple Mobile Experiences, locating talent and integrated hiring efficiencies.