Shulou(Shulou.com)11/24 Report--

On October 27, Shenze 2023 data-driven Conference was successfully held in Beijing.

The theme of this Congress is "New Journey, New Management, decisive Digital". Pioneers and mentors in the field of experience design and information architecture Jim Kalbach, founder of Shenze data & CEO Sang Wenfeng, co-founder of Shenze data & Cao Cao, director of Research and Development Cloud platform Operations Center of China Telecom Academy Liu Shengqiang, perceptual business growth mentor Luo Hao, Zhisu AI COO Zhang Fan, Baijia Instant CEO Wang Jiping and other data experts and enterprise leaders from various industries gathered together. Around the core theme of digital customer management, carry out in-depth discussion and communication.

At the scene of the conference, Jim Kalbach delivered a keynote speech on "Mapping Experiences" to share his insights and thoughts in the field of customer experience and customer journey for participants; Sang Wenfeng elaborated on how enterprises use data-driven as the means and customer journey as the starting point to achieve better digital customer management; Cao stubborn formally introduced the three major engines of digital customer management of Shenze data-empowering enterprises. In the round-table dialogue of digital leaders, distinguished guests shared from different perspectives and based on the digital practices of different enterprises.

First, reshape the future: 3 key points and 4 drawing steps, directly targeting the visualization of customer experience

"you have to start from the customer experience and technology serves it, not the other way around."

Jim Kalbach says that when we try to understand "experience," we need to be clear about three things:

First, the experience is holistic, and it takes into account many variables, including action, thinking, feeling, time, way and place. Second, experience is personalized, that is to say, when we talk about experience, there is no absolute standard, experience exists in the mind of the experiencer. Third, experience is situational. It is precisely because of these three characteristics of experience that it is difficult for enterprises to understand customer experience, especially for enterprises with multiple roles. Customer experience needs to be understood uniformly through customer itinerary arrangement-- visualization of customer experience in a holistic, personalized and situational way.

At the same time, Jim Kalbach emphasizes that the essence of customer journey map is to align the customer's perception and experience with the business and goals of the enterprise, so as to realize the exchange of value between the two sides. Enterprises should start from the customer experience and think about how our solutions are integrated into the customer's world, that is, value alignment-the alignment of the external world (customer's world, experience) and the internal world (enterprise, organization).

To be truly customer-centric, enterprises must find ways and paths to deeply understand the customer experience. In the presentation, Jim Kalbach elaborated on the process of drawing the customer's journey, including initiation, research, explanation, and consistency:

1. Launch to ensure that the customer experience is relevant to the enterprise. Enterprises define the experience drawing work by defining whose experience, which experience, what experience elements and so on.

2. Research, based on effective observation of the real world, starting from qualitative research, to ensure the authenticity and effectiveness of customer experience. For example, interact with customers face-to-face or remotely to understand the customer experience and extract key points, highlights, and important moments.

3. Explain that customer journey maps usually include timelines, actions, thoughts and emotions, which stems from the fact that the customer experience is integrated and made up of many different variables. Enterprises need to identify the most important variables and try to draw them to achieve visualization.

4. Consistent, the enterprise must interact with the customer and understand the customer experience in order to make the customer journey map operational.

At the end of the presentation, Jim Kalbach stressed once again that the user journey map is only an approximate representation of the customer experience, and that enterprises must combine qualitative and quantitative activity planning to make it operational. In order to stay ahead of their competitors, companies first need to change their way of thinking and be consistent with the customer experience in order to optimize their business.

Second, change according to needs: the arrangement of customer itinerary is the key to the landing of digital operation of enterprises.

Data-based and journey-leading, Sang Wenfeng's speech revolves around the arrangement of customer journeys in the new era of digital management.

First of all, based on his thinking about the business model, he summarizes the three main tasks facing the enterprise-- value creation, customer management and efficiency improvement. Based on the core data-driven perception, Shenze data has upgraded its business philosophy from "reconstructing the data base" to "building a data closed loop" to "orchestrating customer journeys", he says.

From the Internet era to the digital age, from the traffic dividend to the contact dividend, the business needs of enterprises have also changed from in-depth "user behavior analysis" to "personalized, omni-channel consistent customer experience". In this regard, Sang Wenfeng elaborated on the concept of customer itinerary scheduling, he believes that customer itinerary scheduling can help enterprises to achieve customer lifecycle interactive experience management.

It is worth emphasizing that the customer journey starts from the customer experience and pays attention to customer needs, feelings and satisfaction, compared with the business process from the perspective of the company, focusing on efficiency, cost control and consistency. It can better match the urgent needs of enterprises in the customer business scene in the digital era.

Subsequently, Sang Wenfeng shared the five stages of customer journey planning, namely, Map, Track, Analyze, Orchestrate and Optimize, and further interpreted the value of MTAOO methodology to enterprise digital customer management through business practices in three major industries: retail and pan-Internet.

Next, around the arrangement of customer itinerary, Sang Wenfeng gave an overview of the panorama of Shenze data's latest products, including customer data engine, customer journey analysis engine and customer journey optimization engine, which respectively correspond to the core products of Shenze platform, Shenze Analysis and Shenze Intelligent Operation.

Finally, Sang Wenfeng issued Shenze data "2023 customer itinerary arrangement (CJO) Application Guide", which provides scientific and effective methodology guidance for enterprises to reshape customer experience, tap incremental opportunities and save long-term investment in the process of digital transformation.

Third, value verification: the overall upgrading of the product strategy of the three major engines of Shenze.

Continuing Sang Wenfeng's explanation of customer itinerary arrangement, Cao stubborn systematically expounded the latest product strategy of Shenze from "MTAOO Methodology and three engines".

Cao stubbornly believes that in MTAOO methodology, Map is a business action, and Track, Analyze, Orchestrate and Optimize are the core links of digital customer management, which need to be supported by a powerful digital engine.

In the embedded link, the enterprise can build the data foundation through the customer data engine (CDP), which provides a powerful data base for journey analysis, insight and scheduling optimization; in the analysis link, the customer journey analysis engine (CJA) is applied to make the customer journey visible and traceable from user behavior to business analysis insight. Choreography and optimization links, through the customer journey optimization engine (JOE) to achieve personalized journey interaction and traction of different customer groups, and real-time feedback results, constantly optimize customer experience and promote customer value transition.

Then, Cao introduced in detail the core competencies of the customer data engine, the customer journey analysis engine and the customer journey scheduling engine. He said:

The customer data engine takes self-service (Self-Serve), agility (Agility) and openness (Open API) as the core advantages, and includes four capability layers: data integration, modeling, processing and service. It can better support a variety of data application scenarios of customer journey analysis and scheduling, and better stimulate the value of data.

The customer journey analysis engine can comprehensively improve the enterprise's self-management ability, scheduling ability and different levels of API output ability from three aspects: link power, drawing power and expansion power.

Customer itinerary optimization engine takes audience service and itinerary scheduling as the core, A / B testing ability is blessed, and ecological partners work together to help enterprises achieve marketing contacts, marketing content construction, and marketing application empowerment.

In addition, Cao also further shared the practice of enterprise-level software engineering of Shenze data. He mentioned that Shenze data now fully supports the mainstream domestic Xinchuang platform and supports the personalized scenario needs of corporate customers by continuously expanding boundaries.

Digital customer operation of AIGC enabling enterprises is also one of the important directions of the current development of Shenze data. Cao stubbornly demonstrated a series of operations of Shenze data intelligent analysis assistant decimal point index query and configuration at the conference. He said that Shenze data has embedded AI capabilities into data analysis, user operation, strategy scheduling and other scenarios. Welcome corporate customers to explore!

At the round table forum, Liu Yang, general manager of Shenze data Brand, Zheng can, managing director of Linear Capital, Chen Guo, former managing partner of Boston Consulting & chief evangelist of China knowledge Open Source Program, and Sang Wenfeng had a dialogue on scientific and technological innovation, marketing technology, business efficiency improvement, AI model and other topics. distinguished guests from different fields, combined with their own experience. It has brought richness and extension to the digital operation of enterprises.

Near the end of the main venue, Shenze data was delivered to VP Mao Guangfeng as a corporate representative, and completed the signing ceremony with annual partners such as Digital China, Jialuo data, Data-DI, Star Torch and Aoki Science and Technology, adhering to the concept of "bringing value to customers" and jointly imagining a new era of digital customer management.

In the afternoon, Shenze data features four major topics: digital transformation of traditional enterprises, excellent service, fine user operation, Internet exploration and breakthrough. Each topic will be co-chaired by experts from the Shenze data industry and representatives of well-known enterprises in the industry. In-depth discussion of the challenges facing the development of the industry and ways to break the situation.

Attached: list of winners of Shenze's seventh "Star Dou Award"

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