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  • 1.  Questions about DMM contents

    TM Forum Member
    Posted Nov 23, 2020 23:34
    ​Let me repost this to TM Forum Community.

    I am trying to understand DMM, however, some of the questions are difficult to imagine situations for us. It may mean I am not enough matured yet in those areas, but could you please show me examples for the 3 items below?
     - 1.1.1 The customer experience is personalized based on collected customer insights and context.
       -> What is "insights and context"? Is this purchase history for instance?
     - 1.1.5 The organization makes it enjoyable for the customer to fulfil their needs
       -> What does "enjoyable" mean? It's not that the UI is easy to understand for customers?
     - 1.1.8 Social engagement with and between customers is enabled to encourage brand loyalty.
       -> What is "social engagement"? How is it different from social ties?

    Thank you in advance,​

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    Yuki Nakata
    NTT Group
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    #DigitalTransformationMaturity
    #CustomerExperience​​
    #DigitalTransformationMaturity

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    Yuki Nakata
    NTT Group
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  • 2.  RE: Questions about DMM contents

    Posted Sep 26, 2022 09:12
    Hi Yuki,
    A late answer is better than no answer.

    1.1.1 The customer experience is personalized based on collected customer insights and context.

    What is "insights and context"? Is this purchase history for instance?

    Insights about customers could come from different source of data analytics, as you said the purchase history is one of them. Insights should help the company to have better understanding on their persona, needs, and problems. This will help company to create better experiences for them. For example when you login to your Amazon account, if you have already purchased some books, they will offer you related books or products.
    Knowing customer persona and history of engagement is good for personalized offers, but it would not be enough for personalized experience. For example if you are searching for books, it would be OK if Amazon also offer you products like Kindle ebook Reader, but not a dishwasher. Then context means, we should also consider the Journey that user is on now, the digital channel she is using, the language, location, etc. Then we can customize the journey steps on fly in a way that she could feel much personalized experience.

    - 1.1.5 The organization makes it enjoyable for the customer to fulfil their needs
    What does "enjoyable" mean? It's not that the UI is easy to understand for customers?
    Definitely easy to use and easy to understand UI is part of this, but good UI isn't always equal to good UX , we need more. We should consider full life cycle of a journey. There may be part of journey that there is no UI involved and it is a complete human based service. There are other aspects like the level of omni-channel perception that will affect the overall experience. How you support agents are answering your customers could be part of story, etc.

    - 1.1.8 Social engagement with and between customers is enabled to encourage brand loyalty.
    What is "social engagement"? How is it different from social ties?
    As defined in DMM model documnets, "Social Ties stimulate customers to share activities during a journey. The journey outcome might be shared with friends and family"
    Social engagement is general term used to address the ways of engagements. For example it could be through social media (FB, Instagram, Whatsapp, Twitter, etc.), it could be through the company's digital forum page, etc.

    I hope this could help.
    Askar Samadi


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    Askar Samadi
    Clarity Global Pty Ltd
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  • 3.  RE: Questions about DMM contents

    TM Forum Member
    Posted Sep 26, 2022 20:27
    Hi Askar,

    Thank you for your reply.
    I was surprised when I saw the e-mail subject, but it is a good surprise!

    Your reply helps deepening my understanding of DMM. I will share this with my teams to leverage DMM more.

    Best regards,

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    Yuki Nakata
    NTT Group
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    Yuki Nakata
    NTT Group
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  • 4.  RE: Questions about DMM contents

    TM Forum Member
    Posted Sep 28, 2022 03:35
    Hello Yuki,
    After Askar has given you a some good answers, I like to enlarge the context of your questions.

    1) The customer experience is personalized based on collected customer insights and context.
    What is "insights and context"? Is this purchase history for instance?

    CE (customer experience) is a personalized perception of the customer within a context. And that context is often the context of the customer journey at that moment. Historical information is one thing but not necessarily helpful. Historical information grafts the "persona" type but does not address the reason for the journey of today. As AWS is doing, promoting another book of the same genre might be annoying. In that case, the CE is negative.

    Important is to understand the context through measuring. For example, the intent of the customer in their current journey is important to understand; based on that, you know that it might be not smart to come up with a similar book or washing machine. To measure the intent, a new type of journey is necessary: collaborative, with questions or suggestions and the customer choose or answers and based on those selections/answers in the conversation, the CSP measures the intent of the customer.

    And this intent information led to more data what should be added to the insights. When the journey stops without result, later on that insight of the intent might be a useful fact in a conversation. It can help driving the personalized conversation options and apply those in a personalized journey.  


    2)  1.1.5 The organization makes it enjoyable for the customer to fulfil their needs
    What does "enjoyable" mean? It's not that the UI is easy to understand for customers?

    Enjoyable reflects that a customer journey brings a form of fun. The journey should create a conversation that makes it ease and enjoyable to fulfill the journey discussion (digital channel or with the agent) till the outcome is reached.

    "Enjoyable" can be realized with formats of gamifying the journey. However, "enjoyable" is also an aspect of the outcome. When the outcome is not enjoyable, then the customer perceives a poor customer experience. And an enjoyable outcome is depending on the customer's context. For example, enjoyable is when the journey outcome organizes your digital life better. Or it gives a form of entertainment, or safety feeling. All this is context and that belongs to a better insight of the customer.

    3) 1.1.8 Social engagement with and between customers is enabled to encourage brand loyalty.
    What is "social engagement"? How is it different from social ties?

    Social engagement is a form of gamification in the journey. The journey engagements stimulate the customer to connect with friend/family via social media regarding the journey context and outcome. Keep in mind, a journey is there to generate business value (revenue); social engagement is an option that stimulates the business value. You create a chance that the revenue might increase. The link to friends/family is a form of campaign that should be followed up by another journey to see how the friends/family intents can be fulfilled.

    Flexible Customer Journeys are the key for increasing the revenue (MRR), reducing the churn, stimulating renewal, and follow-up with campaign engagement.
    The journey builds constantly on new intents and enrich the insights for a future decision in the personalization.

       

    Hope this increase your insight understandings,

    Arnold Buddenberg
    Orange Innovation



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    Arnold Buddenberg
    Orange
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  • 5.  RE: Questions about DMM contents

    TM Forum Member
    Posted Oct 19, 2022 03:42
    Hello Arnold

    I deeply appreciate your detailed explanation.
    My team does not directly communicate with marketing team or end users, so this sometimes makes me difficult to understand these things.
    Your explanations help me a lot!

    Thank you so much,

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    Yuki Nakata
    NTT Group
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