Embed Size (px)
Citation preview
1
Marketing, Disrupted.
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 2
THIRD WAVE OF DIGITAL MARKETING
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 3
THE NEW CUSTOMER IMPERATIVE
Convenience Immediacy Intimacy
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
BARONESS GREENFIELD OF OTMOORPROFESSOR SYNAPTIC PHARMACOLOGY AT OXFORD
MIND-CHANGE.RETHINK BRAND.EMOTIONS MATTER.
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
I’M A NEW CUSTOMER
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
ISOLATED INTERACTIONS.CONNECTIONS.
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
I TRUST YOU. I SMILE.
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 10
I AM NOT A SIMULACRAM
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 11
Today, 89% of marketers compete primarily on the basis of customer experience - discrete moments
that, together, strengthen or weaken a customer’s preference, loyalty, and advocacy
Source : 2016 Gartner CEO Survey
I AM A REAL CUSTOMER. AND YOUR POTENTIAL ADVOCATE.
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
THE ART OF MARKETING ISTHE ART OF THE POSSIBLE
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 13
IT’S A PERSONAL CHOICE
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 14
AND IT’S HOW YOU WIN
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 15
HOW DID WE LOSE THE HUMAN ELEMENT?
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 16
BI
SALES
SUPPORT
REPORT
CMS
ANALYTICS
CRM
ID
MA
?
WE OPTIMIZED FUNCTIONS
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 17
CMO CHALLENGE: FRAGMENTED MARTECH STACK
LUMASCAPE LUMA PARTNERS COPYRIGHT 2015
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 18
CIO CHALLENGE: SILOED SYSTEMS AND DATA
LUMASCAPE LUMA PARTNERS COPYRIGHT 2015
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 19
WE’VE REACHED SINGULARITYWE HAVE REACHED THE
TIPPING POINT
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 20
1 SECOND TO LOSE TRUST
8 SECONDS TO DISENGANGE
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 21
I AM A REAL HUMAN
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 22
AND PRIVACYMATTERS
© Jahia Solutions Group I May 2016 23
I, HUMAN
1/ CONNECT
2/ PROTECT
3/ RESPECT
Copyright: Marvel Comics – Avengers, The Age of Ultron
THREE LAWS OF TRUSTED BRANDS
Title of Presentation I Date of Presentation 24
ACT 1
Title of Presentation I Date of Presentation 25
ACT 1
CMO • Digital strategy • Customer experience
Title of Presentation I Date of Presentation 26
ACT 1
Systems
CMO • Digital strategy • Customer experience
Title of Presentation I Date of Presentation 27
ACT 1
Systems
Campaigns
CMO • Digital strategy • Customer experience
Title of Presentation I Date of Presentation 28
ACT 1
Systems
Campaigns
Channels
CMO • Digital strategy • Customer experience
Title of Presentation I Date of Presentation 29
ACT 1
CMO • Digital strategy • Customer experience
Systems
Campaigns
• Expotential complexity • Diminishing returns • Hard limit to engagement
Channels
Title of Presentation I Date of Presentation 30
ACT 1
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
Systems
Campaigns
• Expotential complexity • Diminishing returns • Hard limit to engagement
Channels
Title of Presentation I Date of Presentation 31
ACT 1
Systems
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
Systems
Campaigns
• Expotential complexity • Diminishing returns • Hard limit to engagement
Channels
Title of Presentation I Date of Presentation 32
ACT 1
Teams
Systems
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
Systems
Campaigns
• Expotential complexity • Diminishing returns • Hard limit to engagement
Channels
Title of Presentation I Date of Presentation 33
ACT 1
Teams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
Systems
Campaigns
• Expotential complexity • Diminishing returns • Hard limit to engagement
Channels
Title of Presentation I Date of Presentation 34
ACT 1
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
Title of Presentation I Date of Presentation 35
ACT 1
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
• Disconnected context • Disconnected conversations • Disconnected experiences
Title of Presentation I Date of Presentation 36
ACT 2
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
• Disconnected context • Disconnected conversations • Disconnected experiences
One email
• Lost data • Lost privacy • Lost compliance
Title of Presentation I Date of Presentation 37
ACT 2
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
• Disconnected context • Disconnected conversations • Disconnected experiences
One email
• Lost data • Lost privacy • Lost compliance
One disclosure
• Lost trust • Lost brand • Lost business
Title of Presentation I Date of Presentation 38
ACT 2
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
• Disconnected context • Disconnected conversations • Disconnected experiences
One email
• Lost data • Lost privacy • Lost compliance
• 1 second to lose trust • 8 seconds to dis-engage - FOREVER
One disclosure
• Lost trust • Lost brand • Lost business
Title of Presentation I Date of Presentation 39
ACT 3
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
• Disconnected context • Disconnected conversations • Disconnected experiences
One email
• Lost data • Lost privacy • Lost compliance
• 1 second to lose trust • 8 seconds to dis-engage - forever
One disclosure
• Lost trust • Lost brand • Lost business
ONE
SECURECONTEXT
Title of Presentation I Date of Presentation 40
ACT 3
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
• Disconnected context • Disconnected conversations • Disconnected experiences
One email
• Lost data • Lost privacy • Lost compliance
• 1 second to lose trust • 8 seconds to dis-engage - forever
One disclosure
• Lost trust • Lost brand • Lost business
ONEPERSONAL
EXPERIENCE
ONE
SECURECONTEXT
Title of Presentation I Date of Presentation 41
ACT 3
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
• Disconnected context • Disconnected conversations • Disconnected experiences
One email
• Lost data • Lost privacy • Lost compliance
• 1 second to lose trust • 8 seconds to dis-engage - forever
One disclosure
• Lost trust • Lost brand • Lost business
ONEPERSONAL
EXPERIENCE
ONE
SECURECONTEXT
ONE-TO-ONETRUSTED RELATIONSHIP
Title of Presentation I Date of Presentation 42
SAVE A CHEERLEADER, SAVE THE WORLD
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO • Digital strategy • Customer experience
CIO • Digital transformation • Employee experience
• Expotential complexity • Diminishing returns • Hard limit to engagement
• Expotential complexity • Unlimited time • Unlimited budget
• Disconnected context • Disconnected conversations • Disconnected experiences
One email
• Lost data • Lost privacy • Lost compliance
• 1 second to lose trust • 8 seconds to dis-engage - forever
One disclosure
• Lost trust • Lost brand • Lost business
ONEPERSONAL
EXPERIENCE
ONE
SECURECONTEXT
ONE-TO-ONETRUSTED RELATIONSHIP
Brand Advocate Lifetime Customer Sustainable Digital Leadership
BRAND AMBASSADOR
43
IT’S TIME TO BUILD TRUSTED RELATIONSHIPS
The Future of
Marketing is the
Future of Customer
Relationships. Know
Your Customers. And Respect Them.
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
BE A JEDI. JOIN US.
INDY500 with Oriol Servia
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
Title of Presentation I Date of Presentation 46
THE END!
THANKS FOR LISTENING
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 47
BECAUSE TRUST DOES MATTER
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 48
+
UNOMI CORECXS
ID directory
Segmentation Engine
Events
Tracking Engine
RESTFUL API
+
DATA
BA
CK
-EN
D
FR
ON
T-E
ND+
Apache
BI
SALES
REPORT
ANALYTICS
CRM
ID
MA
…
PIONEERING UNIFIED CONTEXT & TRUST
