Webinar - Real-Time Customer Experience for the Right-Now Enterprise

1 . Real Time Customer Experience for the Right-Now Enterprise Brendan Witcher, Principal Analyst, Forrester Kartavya Jain (KJ), Product Marketing Manager, DataStax © DataStax, All Rights Reserved. 

2 . The Dawn of the Right-Now Enterprise How to win in an era of unprecedented disruption 2 © DataStax, All Rights Reserved. 

3 .

4 .The New Digital Imperative: Real-time Customer Experience for the Right Now Enterprise Brendan Witcher, Principal Analyst @BrendanWitcher 

5 .

6 . What’s the value of a shopping cart? 

7 .Welcome to “hyper-adoption”... © 2018 Forrester Research, Inc. Reproduction Prohibited 7 

8 .…and “hyper-abandonment.” 

9 .Hyper-adoption... 

10 .…hyper-abandonment. 

11 . Each time a consumer is exposed to an improved digital experience, their expectations for all experiences are reset to a new higher level. © 2018 Forrester Research, Inc. Reproduction Prohibited 11 

12 . Experience is a significant factor within the shopper journey “I am unlikely to return 61% to a website that does not provide a satisfactory customer experience.” Base: 4,513 US online adults (ages 18 and older); Source: Forrester’s North American Consumer Technographics® Customer Life Cycle Survey, 2017 (US) © 2018 FORRESTER. REPRODUCTION PROHIBITED. 12 

13 .Today’s (& tomorrow’s) consumers have forced companies to apply digital everywhere 

14 . Omnichannel Commerce The coordination of traditional channels (marketing, selling, and fulfillment) plus supporting systems to create a seamless and consistent customer experience across the enterprise. © 2018 Forrester Research, Inc. Reproduction Prohibited 14 

15 . Omnichannel Commerce View of the Engagement Customer Customer Product, Price, Fulfillment Promotion © 2018 Forrester Research, Inc. Reproduction Prohibited 15 

16 . Personalized Commerce © 2018 Forrester Research, Inc. Reproduction Prohibited 16 

17 . Today’s digitally-savvy customers expect brands to understand them © 2018 Forrester Research, Inc. Reproduction Prohibited 17 

18 . 2014 “We need to be customer obsessed…” © 2018 Forrester Research, Inc. Reproduction Prohibited 18 

19 .

20 . 2018 “We need to be customer obsessed… …which requires us to be data-led!” © 2018 Forrester Research, Inc. Reproduction Prohibited 20 

21 . Q: What does a 360 degree view of the customer include? © 2018 Forrester Research, Inc. Reproduction Prohibited 21 

22 . Digitization of experiences gives digital leaders access to an abundance of data Identity Social media Accounts/IDs Applications Tech ownership/use Preferences Feedback Files Demographics Disposition Ratings/opinions Public records Profile Attitudes Sentiment Content Affinity Behaviors Context Memberships/networks Interactions Time/location Affiliations Transactions Environment Marketing responses Situation Testing responses Journey/activity © 2018 FORRESTER. REPRODUCTION PROHIBITED. 22 

23 . …But customers must receive value in exchange for their personal information Shopping Customer Value Data © 2018 Forrester Research, Inc. Reproduction Prohibited 23 

24 . Systems of insights are the optimization engine for systems of engagement © 2018 FORRESTER. REPRODUCTION PROHIBITED. 24 

25 .Starbucks doesn’t have a payments app, they have a customer data capturing machine 

26 . learns who customers are and what the Lowe’s want even if they don’t buy © 2018 Forrester Research, Inc. Reproduction Prohibited 26 

27 . Look Tell Book Travel Virgin strategically addressed multiple Atlantic touchpoints along a journey © 2018 Forrester Research, Inc. Reproduction Prohibited 27 

28 . Mastering engagement ensures seamless experiences along the entire purchase path Engagement Fulfillment © 2018 FORRESTER. REPRODUCTION PROHIBITED. 28 

29 . Brands are transforming physical locations from places to shop to places to engage “We believe it’s our job to put the customer at the center of everything we do, by giving them easy access to Nike products and experiences in distinctive retail environments online and in-store.” -Christiana Shi, Nike © 2018 FORRESTER. REPRODUCTION PROHIBITED. 29