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View From The C-Suite: Customer Engagement Technology - The DeGregor Report

In discussions with C-Suite executive across the globe, one of the most frequent questions I receive is: 


"What is the right CEM technology for my business?"


Although some impatient execs may not want to hear this, the answer to this question is "it depends."


In response to their inquiry, the first question I ask the exec is if they have a detailed set of business requirements that defines:

  1. the current state of their customer engagement interactions
  2. the vision for the next generation customer experience (Cx)
  3. the gaps between their current state Cx and future vision
  4. the "new" set of metrics they want to impact. 


Specifically, the "new" metrics increasingly include the consumer's social, mobile and digital experience as key contributors to customer loyalty, revenue, customer lifetime value, Net Promoter Score, Customer Effort Score and brand equity.


In practice we've found about 75% of clients do not have business requirements defined at the level of detail required to drive the correct technology decision for their business.  Robust business requirements drive the correct consumer-facing business processes and metrics, and define the enabling information management, analytics, Big Data, applications and infrastructure capabilities required for our client's brand to achieve value-added differentiation in our increasingly mobile, social and connected planet.  Jumping to technology solutions without proper Cx-centric business requirements can frequently lead to sub-optimal decisions on the consumer-facing technology stack, decisions that directly impact end-user customer satisfaction, revenue growth, loyalty and operational excellence metrics. 


Anyone with any examples of how robust, well-defined Cx business requirements have helped them with the right technology decision please weigh in!



Dennis DeGregor

Worldwide CEM Executive








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