Building Organizational Alignment For
World-Class Customer Experiences
Jamie Hunt, VP Experience Design & Strategy
Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.
Confidential © Copyright 2015 Avanade Inc. All Rights Reserved.
1
Every day, companies reorganize
to eliminate silos
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2
Macy’s eliminated silos in a space that defines the silo
Opening Backstage
stores to compete with
discount outlets
Not segmented by
merchandise type,
but by shopper type
(13 to 22 years old)
Mixes technology,
apparel, accessories,
cosmetics, food and
other products
Offers the brands that
shoppers expect from
Macy’s
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3
Microsoft has reorganized how it reports financial performance
Three groups align with Nadella’s goals:
Productivity and
Business Processes
Cloud computing for
enterprise clients
Personal Computing
Reflects a narrowing of Microsoft’s work toward business software and its other core products and a break
down of silos
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4
Silos are a Governance Issue
Budgets
Information
They’re endemic, especially in global organizations
They focus marketing on an organizational chart
They keep you from knowing if a customer has just come from a different part of the organization
Talent
•
•
•
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Budgets
Information
Talent
Demolish silos from the top down instead of from bottom up
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6
Helping a wireless challenger tackle their silos
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An omni-channel experience put everyone on the same page
Retail
Employees
Customer
Care
Internal
Management
Connecting everything from marketing to customer service, and
from payment and order fulfillment to managing store operations
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8
Where do you start?
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Important things are simple
Simple things are hard
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Understanding the difference between strategy and tactics
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Following the user journey
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12
Big Oil Narrative
Breaking down silos to create amazing customer experiences
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Big Oil had a silo problem
So they took action:







Creating a unified digital vision, strategy and
roadmap
Building out their user journeys
Streamlining vendors
Changing budgeting
Hiring a customer experience manager
Empowering their digital strategists
Integrating their customer care, helpdesk, and
inside sales
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Big Oil Narrative
 Meet Jill, a Commercial Vehicles
Lubricants Buyer
 Jill has been tasked with finding a
new heavy duty engine oil
 She begins her search by going to
a few vendor sites she knows
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Big Oil Narrative
 She does a Google search using
more specific requirements
 On the Big Oil site, she learns about
their heavy duty engine oils
 She clicks the “Contact Us” button
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Big Oil Narrative
 Within the hour, Doug, a Big Oil
Lubes rep, gives her a call
So it looks like you
were looking at lubes?
 Jill is thrilled to be talking with
someone who knows the lubes
business as well as she does
 Doug picks up where she left off
online
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Big Oil Narrative
 Doug walks Jill through the
products that makes sense
 She clicked mostly on synthetic
lubricant products, so he begins
there
 He notices she read about Big Oil’s
environmental initiative
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6
Big Oil Narrative
• Jill was immediately put in contact
with the right person, there’s no
wasted time transferring
departments
• Doug sees they even qualify for a
“Preferred Vendor Discount”
• Jill thanks Doug and takes the
information to OF&L
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Big Oil Narrative
• The next day, Jill receives a follow
up email to see if she’s interested
or needs more information
• With the click of a button she says
“yes” and receives a call from Doug
a minute later
• The deal information is already
populated from yesterday’s call
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Big Oil Narrative
• Through the Vendor Portal, Jill can
track her orders, make changes,
and contact Doug if she wants to
• The system also makes it easy for
her to contact representatives in
other parts of Big Oil
• She loves that just like Doug,
everyone seems to already know
her and OF&L’s needs
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21
Big Oil Narrative
• That weekend, Jill uses her phone to
search for a Big Oil station to fill-up
• The mobile site quickly shows her the
nearest locations, complete with hours,
maps, amenities, and special promos
• She signs up right there for their
rewards program and Quick Pay, so she
can pay for her gas from her phone
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Big Oil Narrative
• Jill loves how Quick Pay makes
paying a breeze
Quick Pay just let me gas up
and get back on the road ASAP.
Thanks Big Oil!
• While she’s gassing up, she
recognizes the Environmental
initiative imagery on the tank
• Jill smiles to herself, knowing
whether at work or at play, she’s in
good hands with Big Oil
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Jill’s User Journey
Digital
Touchpoints
Search
Website
Customer
Portal
Email
Mobile
Offers
Customer entry
Physical
Touchpoints
Contact
Center
Big Oil
Teams
Search
Online
Marketing Commerce
Inside
Sales
Contact
Center
Customer
Service
Marketing Commerce
Online
Inside
Sales
Retail
Location
Customer Procurement Contract Marketing Commerce Marketing Commerce Marketing
Service
Online
Online
Online
Retail
Online
These integrated systems were used to create this great customer experience:
DMP
+
ERP
+
CRM
+
PIM
+
Procurement
Tools
+
POS
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It isn’t easy, but it’s necessary.
“…nearly 90% of companies believe that customer experience
“
will be their primary basis for competition.
- Gartner Research Predicts 2015: Digital Marketers Will Monetize Disruptive Forces Published: 3 November 2014
To build a great customer experience, you first have to
break down your silos. It’s time to get moving.
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Thank You!
Budgets
Information
Talent
Q&A
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