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…