2018 Roadmap to Delivering Precision

ExperiencesW I T H A D O B E E X P E R I E N C E M A N A G E R

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You’re already fighting this battle every day. But we both know that mobile dominant, fragmented customer journeys that jump from screen to in-store and

back again don’t make it easy.

Winning in this complex digital world all comes down to delivering customer experiences that connect all the dots in a way that not only makes everything

seamless across devices and channels, but makes sure every customer interaction looks, feels, and sounds like it was made just for them. It’s something we call

Precision Experiences. Here are the strategic steps you need to take to get there.

Percentage of companies who expect to competemostly on the basis of customer experience.– G A RT N E R

Percentage of people who have had a digital experience that was a deal-breaker. – G A RT N E R

By 2020, customer experience will overtake price and product as the key differentiator. – WA L K E R S T U DY

We don’t have to tell you that the customer experience is the new

battleground.

OV E RV I E W

89% 90%

BR EAK DOW N THE SILOS: ORGANIZATIONAL ALIGNMENT

1

Marketing, Sales, and IT have to get on the same pageThe days where marketing, sales, and IT operated in their own bubbles are long gone. A digitally-powered world has completely changed the customer journey. Almost every major business decision and initiative now impacts all three departments. Buy-off and budget approvals for technology investments in customer experience now have to happen across the table. De-siloing and coming together has become a business imperative.

Consistent CommunicationAn easy place to start is to actually start talking to each other. Sounds obvious enough, but how often does each department have a clear idea of each other’s short and long-term goals and objectives? Start by setting up regular cross-departmental meetings to drive collaborative dialogue. Common GoalsEveryone should be driving toward the same clearly defined set of goals, yet how often do sales and marketing engage in head-butting and redundancy that roadblocks progress? The problem usually starts with differing performance metrics. Sales values accounts and meetings. Marketing focuses on leads. Establish common goals and performance metrics then map out a plan to achieve them together.

Percentage of large companies say that the organizational structure is a main barrier to improving customer experiences.

– econsultancy

95%

2

Know your customersGain a better understanding of your customers. It starts with personas, but must go deeper. Then and only then can you start to deliver relevant, meaningful experiences before your customers even ask for them—all while doing it in a way that still respects their privacy.

Speak in one voice Every brand interaction from emails and banner ads to events and sales pitches must be telling the same, consistent story. Every customer experience whether from sales, marketing, or the product team should look, feel, and sound the same. This starts at the brand level, but requires vigilance at every level.

Technology should be invisibleToo often, we focus primarily on the channel, which dictates and limits the terms of interaction. When done right, the experience should be the message not the channel it’s delivered in.

Exceed expectationsThe bar for customer experiences is constantly rising. Simply meeting expectations will no longer cut it. A commitment to constantly innovate experiences and please customers with the unexpected is what it takes to come out on top. Never stop delivering disruptive experiences.

of consumers say they would stop doing business with a brand a�er just one bad customer experience.

– forbes

75%ADOPT AN EXPER IENCE-FIRST APPROACH: PUTTING THE CUSTOMER FIRST

BUILD A SOLID DIGITAL FOUNDATION: CUSTOM ADOBE EXPERIENCE CLOUD INTEGRATION

3

Creating an agile launchpad for digital experiences A mobile-happy, real-time world means every experience has to be relevant, in-the-moment, and meaningful. The only way to pull this off is having a well-rounded digital foundation that brings together every tool you need to quickly create, deliver, automate, and optimize your customer experiences.

Multiple digital solutions working in perfect harmony All Adobe products deliver great performance as stand alone solutions. But where they really shine is when they’re combined together to cover all your digital marketing needs in a seamless workflow—with Experience Manager as your cornerstone. A unified digital foundation not only creates huge efficiencies for your teams i.e. getting websites, new content, and campaigns out the door much faster, it also makes it possible to create customer journeys that are personalized and connected across all devices and channels.

B2B companies that have embraced digital transformation are generating 5x more revenue growth compared to their peers.

– mckinsey

5X

Getting your implementation done right You’ll quickly find many Adobe Partners all vying for your business. This is where a little due diligence goes a long way. The key to building a successful digital foundation all comes down to how experienced your implementer is at doing custom integrations across the entire Experience Cloud and across industries—from Enterprise to editorial to eCommerce. Ask for proof of successful deployments not just for a single Adobe solution in one industry, but for custom multi-solution integrations for a variety of industries. The number of actual Adobe certified professionals on their teams should also play a role in choosing a partner.

POWER EVERYTHING WITH THE R IGHT DATA: PERSONALIZING WITH DEEP CUSTOMER INTELLIGENCE

4

Moving from big data to customer intelligenceUsing customer data to drive marketing performance isn’t new, but many organizations still struggle with turning fragmented data into something that actually makes sense. Solving it means knowing how to pull together the right data and drill down to useful, relevant insights that can intelligently inform the customer journey.

Centralizing your data into a whole view of the customer Data can come from many different sources—CRM, web analytics, third-party data warehouses, the list goes on. The trick is to identify the highest value sources and then bring them together into a ‘single source of truth’ that segments and paints a 3600 view of the customer.

From segmented data to individualized customer journeysMost companies stop at audience segmentation simply because they don’t know how to go even more granular and personalized. Getting to this level means finding a data management expert who knows how to apply person-based identity-management tagging to your customer data and then combine with it high-quality third party data to assign unique identifiers to individuals. Connecting the dots across the data management ecosystem (orchestration, insights, activation, and measurement) is equally critical.

Percentage of consumers who prefer to do business with brands that use personal information to make their shopping experiences more relevant.

– digital trends

73%

When these 4 things come together—Organizational Alignment, Experience-Focus, Digital Foundation, Customer Intelligence—then and only then,

do you have a platform for delivering customer experiences that transform one-size-fits all customer journeys into connected, relevant, and meaningful

interactions that will make your customers fall in love with and stay with your brand.

Precision Experiences:Right content, right person, right channel, right time.

T H E D E S T I N AT I O N

Experience-FocusCustomerIntell igence

Digital Foundation

Organizational Alignment

P R E C I S I O N

E X P E R I E N C E S

1

24

3

A B O U T U S

L E T ’ S TA L K

Hopefully we’ve given you some valuable things to think about. But let’s face it, this level of transformation isn’t going to happen overnight. The good news is you don’t have to go it alone. As a leading customer experience agency and Adobe Platinum Partner, we’ve been down this road before with many of the

world’s leading brands.

Our world-class Adobe Experience Manager team is particularly known for doing Adobe’s own instances, being the “The Fixers” when other

implementation agencies fall short, and delivering a level of customization that others can’t even touch. With over 40 domestic AEM Certified Experts and 100+

Experience Manager engagements under our belt, it’s easy to see why.

So, if you’re ready to start on the journey to delivering Precision Experiences that drive real business results, we should talk.

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