1) The document discusses how companies can improve customer engagement through an intelligent application strategy. 2) It recommends listening to customers continuously to understand their behavior, sentiments, and context. Companies should then use this information to learn about customer needs and expectations. 3) The strategy involves using analytics on customer data from various touchpoints to identify patterns that maximize customer happiness and conversion rates. Applications should engage customers by speaking to their needs based on these patterns.

1. IMPROVE CUSTOMER
ENGAGEMENT WITH AN
INTELLIGENT APPLICATION
STRATEGY
Bruno Guicardi
President North America

2. The World in 2020:
an exercise...

3. The world in 2020
1) How will technology affect the business?
a› The pervasive nature
of technology will reduce
its ability to be a true
differentiator.
b› Technology will
be central to
customer
engagement,
business
differentiation, and
agility.

4. The world in 2020
2) How will companies architect and deploy
their business solutions?
a› Enterprise IT will still
design, manage, and
own their applications
and infrastructure.
b› external as- a-service
providers deliver the
bulks of apps , with IT
playing the role of
orchestrator

5. The world in 2020
3) How much influence will technology have on
customers?
a› Not much.
Technology savvy
users will flip
through services
with no special
loyalty
b› Customers will
still value rich
experiences with
brands and stick
with the most
convenient and
meaningful

6. Back to the present...

7. the only
constant is
Your customer is a
Peak experiences create ever
expectations

8. The Doctor Is In
(Well, Logged In)

9. Where we are today
Sourcing
strategy
Customer
Experience
ERP
Systems
Consolidation
Biz Alignment
Virtualization
Services
catalog
Digital Security
Agile
Infrastructure
Integration
SOA Portfolio
Mgmt
COBIT
Service
Desk
BI
Intranet

10. "The perpetually connected user:
The expectation that any desired information
or service is available, on any appropriate
device, in context, at a person’s moment of
need."
-- Forrester Research
ciandt.com

11. Customer-facing Apps
Transaction-based / Backend Apps
How different?
- Uncertainty!
- Scale!
- Stability
- Predictability

12. Traditional approaches
can't keep up with the
race pace...
... of ever changing technology
and customer behavior.

13. An intelligent app strategy...

14. One user journey: several touch points

15. Several touch points: several outcomes

16. Another user journey: different touch points

17. An intelligent app strategy should:
... and find the patterns that do
exist!
Listen
continuously to
your customers.
Learn
about their behavior,
sentiment, history,
localization, wishes
and context
Talk
to their needs and
expectations and
engage!
Only
then...

19. Correlations:
- demographics
- successful
journey steps
- bounce steps
- outliers

20. patterns: opportunities to maximize customer
engagement (happiness and conversion)

21. What happened?
Descriptive
Analytics
Why did it happen?
Diagnostic
Analytics
What will happen?
Predictive
Analytics
How can we make it happen?
Prescriptive
Analytics

22. Web
Mobile
Rep's
Tablets
Social
Media
CRM
E-Detailing
Analytics
Prescription Actions
PredictionsInsights
Talk Learn Listen

23. What boils down...
- Your increasingly demanding customer is a
moving target
- IT can perform a key role helping the
business gain insight in this complex
scenario
- Stop playing catch up and leapfrog to
future now!

24. How can we help?
>>> 10+ years working on Apps for
Customer Engagement for Fortune 50
companies
>>> 500+ web properties (desktop and
mobile) developed and maintained
>>> 350+ people constantly working in
engagements worldwide

26. Thank you!!!!
Bruno Guicardi
bruno@ciandt.com
@brunogn