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Presented by Colin O'Neill and Amanda Bernard of ISITE Design at the 2013 Portland Digital Marketing Conference. The need to orchestrate a unified digital experience is more important than ever as customers demand more from brands across an increasing number of digital touchpoints. We all know customer experience is important, yet most organizations lack a plan that can deliver delight across the myriad of digital channels. This workshop provides an actionable framework for creating a digital experience strategy and shares the seven imperatives you’ll need to master along the way. You’ll see examples from industry-leading brands that have used digital experience strategies to grow faster, maintain stronger margins and navigate the downturns better than their peers. Because when it comes to the role of experience for your organization, delight isn’t a tagline – it’s the bottom line.
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#pdxdmc! @oneill_colin / @amandabernard
Creating A Digital Experience Strategy
PDX Digital Marketing Conference
#pdxdmc! @oneill_colin / @amandabernard
Our Agenda • Introductions (15 min) • Why Digital Experience Matters (30 min) • AIM Digital Experience Framework (30 min)
Halftime break • Customer Journey Mapping (30 min) • Improving Digital Experiences (30 min) • Group discussion (20 min)
#pdxdmc! @oneill_colin / @amandabernard
• Founded in 1997 – 70+ full time employees – Portland & Boston
• Over 250 clients including Siemens, Genzyme, Nike, Zipcar, Intel, Columbia Sportswear, Wendys
a digital experience agency
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“Strategy is…”
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Strategy
Business
Brand
Technology
Content
Search
Social
Digital
Website
Analytics
Community
Marketing
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Why Digital Experience
Matters
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Experience is measurable
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Experience is valuable
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Experience is di!erentiating!
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Companies that are loved, win.
The bottom line:
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#pdxdmc! @oneill_colin / @amandabernard
Digital is the first step
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But the business isn’t ready yet
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Where’s your funnel focus?
Marketing Focus
Economic Value
Sales Focus
#pdxdmc! @oneill_colin / @amandabernard
Where’s your funnel focus?
Experience
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Deepening relationships and growing customer value through connected experiences.
Marketing’s end game:
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#pdxdmc! @oneill_colin / @amandabernard
Acquisition
Connection
Loyalty
Function
Value
Meaning
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A cross-channel case study
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Delight in Action
• Jaden Johnston, a busy working mom, was looking for a convenient and inexpensive resource for new eyeglasses.
• Using Twitter, Jaden discovered the Warby Parker Home-Try-On Program. 5 pairs of glasses for 5 days – FREE!
!!!!!
#pdxdmc! @oneill_colin / @amandabernard
Digital Delight
• Virtual Try on • Useful, engaging
& relevant content
• Buy a pair, give a pair program
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Delight is Quick & Easy
• Value propositions that caught Jaden’s attention: – Try 5 pairs of glasses for 5 days
– FREE!
– Quick, free delivery (2 business days) and free returns
#pdxdmc! @oneill_colin / @amandabernard
Delight Takes Many Forms
• Even the packaging delighted Jaden:
“It has snaps! And a cloth covering! And all of the glasses are in a neat little row. It’s an OCD dream!”
#pdxdmc! @oneill_colin / @amandabernard
Little Details Matter “All of the frames are perfectly labeled so it was easy to tell which was which. I had a duplicate order, the same frame in two di!erent colors, and they were right next to each other in the box. It may seem trivial, but the care they took with all of the little details made the experience just that much sweeter.“
#pdxdmc! @oneill_colin / @amandabernard
Humor Goes a Long Way
“With hilariously pretentious British names like the Miles, the Langston, and the Finn, I could not help but enjoy trying them on.
#pdxdmc! @oneill_colin / @amandabernard
Satisfaction Guaranteed (and Pain-free)
“In the end, I felt like all of the frames I selected were too heavy for my face. But with over 30 frame shapes and 14 colors to choose from, the answer to this dilemma is clear: choose 5 more frames and do the process all over again!
#pdxdmc! @oneill_colin / @amandabernard
Surprise & Delight
The Warby Parker social media team discovered Jaden’s blog post and responded back to her with a personalized video the same day.
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Source: Forrester
Acquisition
Connection
Loyalty
Need
Compare
Discover
Research
Purchase
Decide
Use
Get Help
Share
Personalize
Partner Evangelize
Tribe
Search
Customer Experience Ecosystem
Function
Value
Meaning
#pdxdmc! @oneill_colin / @amandabernard
Research
Use
Personalize
Partner
Social
Mobile
Web
Search
Store
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“The more digital we get, the more human we must be”
Gatum Ramdurai, Google Creative Lab
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Source: Christine Chastain http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
Experience ecosystems
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My own personal funnel
www!
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Share your story
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Key Emotions
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Digital Experience Strategy
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Why a separate plan for digital experience?
What you may be thinking
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SALES MARKETING SUPPORT PRODUCT &
ENGINEERING INFORMATION TECHNOLOGY
HUMAN RESOURCES
A unified digital experience
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Integrated customer experiences
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The customer gets to choose
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How we get there
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Customer Personas
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Customer Journey Map
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“A tool used for experience design is now an important input to strategy.” Christine Chastain, R/GA
#pdxdmc! @oneill_colin / @amandabernard Source: Christine Chastain http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work
Experience Ecosystems
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Service Blueprint
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Source: Aaron Shapiro http://aaronshapiro.com/usersnotcustomers/
Provide utility
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Are you DX-Ready?
Amanda!
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Improve today’s experience
Transform the organization
Sustain cultural change
Time
Cu
sto
mer
exp
erie
nce
qu
alit
y Goal: Customer-focused transformation
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Is this strategy?
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DX-7
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What are they doing?
Brainstorm
touch points
What are they feeling?
Brainstorm emotions
What would make a
di!erence?
Brainstorm improvements
Answer three questions
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Competency* What*is*it?* Grade*
Vision!A!well!communicated!short!and!long!term!vision!for!the!role!of!experience!and!digital!
Culture!&!Governance! The!right!roles!on!the!team!to!achieve!your!goals!with!a!wri0en!governance!model.!
Customer!Insight!AcCve!program!to!gather!customer!data!and!well!understood!personas!to!design!from.!
Content! An!internal!owner!for!content!and!with!an!ongoing!program!to!plan,!manage!and!deliver!it.!
Technology!Technology!systems!and!roadmap!that!can!deliver!on!the!short!and!medium!term!needs!of!the!org.!
OperaCons! An!operaConal!model!for!execuCng!ongoing!projects!across!the!organizaCon.!!
Data!&!OpCmizaCon! A!dataIdriven!!conCnuous!improvement!program!that!yields!ongoing!liJ!and!learnings.!!
Digital Experience Readiness
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DX Readiness Assessment
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Vision: A letter to the future
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Source: http://chiefmartec.com/2013/03/a-cmo-a-cio-and-a-chief-digital-o"cer/
Governance: Who owns this experience?
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Insight
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Content: Have a Framework
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Content: Think Channel Agnostic
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Example: Harvard Institute of Politics
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Sites
Measurement, Monitoring & Optimization
Apps
Mobile
Commerce
Search
Community
Social Media
Other Business Systems
Marketing Automation,
Email, etc.
CRM
Commerce
Technology Ecosystem
Content Management
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Prospects
Customers
Employees
Technology Platform
Business Layer
Data Layer (Access, Transformation, Integration)
Data Source (LOB Systems)
Services (LOB Systems)
Services Layer
Presentation Layer (HTML, Presentation logic, Components, Services)
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Organizational alignment
Delightful (marketing)
Viable (technology)
Feasible (operations)
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Execution through the tiers
Customer Journey
Experience Attributes
Touch Points
Interactions
Measurement
Processes
Technology Platform
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Building a data-driven organization!
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AIM Digital Experience Framework
TM!
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Four Keys to Organizational Readiness
• Ready to engage – Organization has started planning and preparing for change
with existing research prepared to inform next steps.
• Senior leaders as active stakeholders – Marketing, technology and executive leaders are bought into
the idea of digital transformation. • Access to customers and data
– Ready to collaborate to better understand the voice of the customer and use real users to inform strategy.
• Willing to co-create vision and strategy – A willingness to participate in the process in order to co-create
the strategy and vision for the organization.
#pdxdmc! @oneill_colin / @amandabernard
Align Imagine Map
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Align Imagine Map
Business & Customer / Team & Culture Journeys & Content / Process & Technology
Measurement
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• Business • Goals & brand
• Competition
• Team & culture
• Content
• Technology
• Success metrics
• Customers • Brand perception
• Needs & motives
• Expectations
• Artifacts • Personas
• Journey Maps
• Strategic Brief
AIM: Align!
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Align Imagine Map
Ideation / Touchpoint design / Co-creation
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• Activities • Ideation
• Touchpoint design
• Co-creation
• Artifacts • Opportunities
• Prototype(s)
AIM: Imagine
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AIM: Imagine
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Imagine Map Align
Service Blueprint / Roadmap
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Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”
Prioritizing the initiatives
AIM: Map!
#pdxdmc! @oneill_colin / @amandabernard
Four Keys to Organizational Readiness
• Ready to engage – Organization has started planning and preparing for
change with existing research prepared to inform next steps.
• Senior leaders as active stakeholders
– Marketing, technology and executive leaders are bought into the idea of digital transformation.
• Access to customers and data
– Ready to collaborate to better understand the voice of the customer and use real users to inform strategy.
• Willing to co-create vision and strategy – A willingness to participate in the process in order to co-
create the strategy and vision for the organization.
#pdxdmc! @oneill_colin / @amandabernard
Break
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Customer Journey Mapping
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#pdxdmc! @oneill_colin / @amandabernard
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Our Organization
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Source: http://xkcd.com/773/
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Three groups
Choosing a University Intent to enroll
At University Life on campus
After University
Into the real world
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What are they doing?
Brainstorm
touch points (10 mins)
What are they feeling?
Brainstorm emotions
(10 mins)
What would make a
di!erence?
Brainstorm improvements
(10 mins)
Answer three questions
#pdxdmc! @oneill_colin / @amandabernard
How will we make a di!erence?
• Where is there room to meet a need in a unique way?
• How can we fill this gap by connecting the customer need with the business goal?
#pdxdmc! @oneill_colin / @amandabernard
Q&A
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October 7-8th Portland Art Museum
www.delight.us/conference!
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www.delight.us
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#pdxdmc! @oneill_colin / @amandabernard
#pdxdmc! @oneill_colin / @amandabernard
#pdxdmc! @oneill_colin / @amandabernard
Experience is everything.
#pdxdmc! @oneill_colin / @amandabernard
Digital is everything.
#pdxdmc! @oneill_colin / @amandabernard
Connection is everything.
#pdxdmc! @oneill_colin / @amandabernard
Thank You!
@oneill_colin [email protected]
@amandabernard [email protected]