Customer Experience Is The New Creative

Customer Experience is the New Creative

Andy WalkerHead of Sales and

Marketing

Customer ExperienceThe Next Strategic Imperative

One Profile

Connected for action

Profiles

130 Million

Brands

100

400Websites

?

62%Have confidence in their Customer Experience ability

19%Only 19% felt that they had the right

tools to deliver CX

Maybe its easy for Start-ups?

8+ CX technologies…

Why?

Why? Is it so difficult?

2000’s – Point solutions

2010 – Suites/Clouds

Direct Mail

Call Centre

In-Store/EP

CRM

Display Advertising

Other databases

Other software vendors

Email

Social

www

Mobile Apps

Mobile

API Economy

Why?

…60%Say they don’t work together

8+ CX technologies…

Learn from startups. Don’t build it all yourself.Leverage the wealth of technologies out there

But we aren’t a startup…..

McKinsey&Company. December 2014.

“ ”A two-speed IT architecture for the digital enterprise

Integrate. Don’t Build.

For Creative Customer Experiences

Why? 64%Unable to achieve a Single Customer View

30%Cant get data from their own department

Few have truly achieved a 360-degree customer view, or come close, because of the complexity of the customer journey“

”Linus Gregoriadis - Econsultancy – Referring to research ‘Single Customer View – Myth or Reality?’ – November 2014

Why? 82%Planning and

execution not joined

44%Split delivery across

departments

SymptomProblem

64%Unable to achieve a Single Customer View

30%Cant get data from their own department

Can Customer Experience Be Creative?

Can Customer Experience Be Creative?

Insight < > Action

Complete View of the Consumer

Integrate Action: with data across

touchpointsCreative Customer

Experience

Insight & Action Closer

Integrate. Don’t Build.

For Creative Customer Experiences

Questions…