Blog summarizing the CMO Council new report on the good, the bad and the ugly of how marketers feel they are coping with improving customer engagement
In the last quarter of 2015, Forrester Research identified Pegasystems, Appian, and IBM as leading the field of suppliers of business process management platforms for today’s digital business.
This post focuses on the value that Pegasystems delivers to today that is transforming how their clients engage with their customers throughout each stage of engagement.
Source: Pega.com The complexity of today’s business makes it hard to truly know a person across marketing, sales and service. There are too many customers, too many permutations of what they need and too many obstacles. Your customer base has grown, and so has your need for more sophisticated technology that not only understands prospect and customer demands but also helps accomplish your business objectives. Initially, your systems did what you needed: track customers and help you market and sell to them. But as your enterprise acquires companies and systems, technology becomes a barrier to how you engage with customers — across departments, time zones and geographies. Complexity has also brought inflexibility, making it hard for systems to adapt to changing needs, changing markets and changing regulations. It also makes it difficult to train employees because they’re battling systems, not servicing customers..Click here to read more.
The 8 white boarding videos that follow will help you visualize the unique value that Pega is delivering value today to their clients customer engagement management initiatives around the customer experience…
Build for Change: Directly Capture Objectives (DCO)
With Pega 7, you capture the policies and procedures that define your business – including rules, data models, UIs, integrations, reports, and organizational structures – in the model. Pega 7 automates the code generation. As the requirements change, a change in the model equates to an immediate system change.
Build for Change: Situational Layer Cake
Situational Layer Cake™ (SLC) architecture enables organizations to differentiate, specialize, and reuse their business applications. Pilot projects can grow into enterprise transformation programs overnight. Instant reuse dramatically accelerates the time to value for organizations seeking to be more agile in response to changing market and regulatory demands.
Build for Change: Case Lifecycle Management™
When a business person starts explaining their needs for an enterprise, they don’t generally dive into process details. And they certainly don’t describe “transactions.” They think in terms of the case and its stages. Rather than drawing an end-to-end process, Pega 7 provides tools for business people to define the major steps of how work gets done – essentially building the skeleton on which you hang the more detailed process. You establish a business view of the data before debating the details.
Build for Change: Mashup
Traditional service or API-based architectures result in hard-coding the UX logic into each channel independently. Process changes must therefore be made in multiple places, making it impossible to deliver a consistent customer experience. By embedding the Pega UX directly into the mobile or web channels, all of the intelligence and capability of Pega 7’s Case Management is brought directly to the customer touchpoint.
Build For Change: Omni-Channel UX
Pega’s Omni-Channel UX delivers an optimized and consistent user experience in every channel. Learn more at http://www.pega.com/platform
Build For Change: Event Strategy Manager
Pega’s Event Strategy Manager gives you the tools you need to turn streams of customer data into valuable business decisions and actions. Learn more at http://www.pega.com/platform
Build for Change: Pega Live Data
Pega Live Data allows users to quickly and easily define the data required to build the apps they need, and then access that data in their running application – all without having to worry about how and where the data is actually stored and accessed.
Build for Change: Next Best Action
The real value from Big Data and analytics comes when every customer conversation delivers exactly the right message, the right offer, and the right level of service to both give the customer a great experience and maximize the customer’s value to the organization. With Pega’s Next Best Action, business experts develop decision strategies that combine predictive analytics,
adaptive analytics, traditional business rules.
Forrester’s research uncovered a market in which Pegasystems, Appian, and IBM continue to lead the pack. Software AG, Oracle, Newgen Software, OpenText, Bizagi, K2, and DST Systems offer competitive options. Red Hat and TIBCO Software lag behind. The BPM Platforms Market Is Growing As EA Pros Accelerate Digital Transformation The BPM platforms market is growing because more EA professionals see BPM as a way to address emerging challenges for customer experience and digital business. This market growth is, in large part, because EA pros increasingly trust BPM platform providers to act as strategic partners, helping them transform how they use technology to win, serve, and retain customers in the digital age. Differentiators Include Rapid Development, UX Design, And Case Management As legacy BPM technology becomes outdated and less effective, improved delivery speed and process flexibility will dictate which providers will lead the pack. Vendors that can provide fast ramp-up, flexible mobile experiences, and dynamic case management position themselves successfully to deliver speed and business agility to their customers.
Companies know that “spray and pray” marketing doesn’t work anymore and are turning to real-time interaction management (RTIM) technology in hopes it will increase offer uptake.
MANY years ago, marketers would invest in massive advertising campaigns with headlines like “When EF Hutton speaks, everyone listens” and convince customers that their broker was the best in the business.
TODAY, customers drive the conversation and ultimately the brand. As an example, a happy or angry customer can pulse into conversations over social media with rave reviews or complaints about your brand to millions of people who in turn can have the power to exponentially impact your brand in either a positive or negative direction.
At every stage of customer engagement there exist opportunities to create advocacy around your brand. Companies are just beginning to realize that there are relatively simple ways to utilize digital marketing tactics to improve the overall experience that people have with their brand.
5 simple ways to apply digital marketing to drive improved customer experience:
SEO – Use search engine optimization to help companies find your Contact Us page.
Retargeting – Serve engaged visitors with progressive profiling forms like surveys.
Analytics – Use analytics to track, map and predict how customers contact you.
Testing – Test landing pages to optimize your sales and marketing objectives.
Mobile Apps – Encourage your customers to install your mobile apps.
Ultimately, efficiencies are what drive business decisions. From a cost perspective, digital marketing is the most efficient channel through which to drive new customer acquisition, improve customer retention and and expand existing customer relationships. Applying these digital marketing principles throughout each stage of engagement will ultimately enhance your customers’ experience and transform your business into one that is more agile and able to react quickly to the changing needs of your customers and future market opportunities.
With the #digital #revolution in the rearview mirror now, for many organizations that were quick to adapt to change during the first decade of the new millennia, firms are now focused on their digital evolution. So the good news is that there is time to catch up for those firms that were late to the show.
#Happy #marketing, happy #customers.