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Adobe: Intrapreneurs and the Digital Customer Experience

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An inspiring session for a new crop of business leaders within enterprises and government agencies who see what can be done with the Internet in their daily visits to Facebook, YouTube and Amazon.com, ...

An inspiring session for a new crop of business leaders within enterprises and government agencies who see what can be done with the Internet in their daily visits to Facebook, YouTube and Amazon.com, and aim to provide a similarly authentic, engaging and convenient experience for their customers and citizens.

Erik Larson, Senior Director, Product Management and Strategy, Adobe

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Adobe: Intrapreneurs and the Digital Customer Experience Adobe: Intrapreneurs and the Digital Customer Experience Presentation Transcript

  • Digital Intrapreneurs and the Customer Experience Revolution Erik Larson | Senior Director, Product Management and Strategy Changing the world, one screen at a time Copyright 2010 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 1
  • The Agenda in Three Chapters 1.  Yesterday’s wave of digital entrepreneurs makes way to a new wave of intrapreneurs. 2.  Quick Case Studies: The future is here, though not evenly distributed. 3.  Leverage a simple framework for your plan. 2010 Adobe Systems Incorporated. All Rights Reserved. 2
  • Chapter One: Intrapreneurs and Digital Innovation 2010 Adobe Systems Incorporated. All Rights Reserved. 3
  • We know entrepreneurs. “They pursue opportunities beyond the tangible resources currently controlled by their organizations. And they’re driven to identify new opportunities, not protect what their companies already have.” Bill Sahlman, Harvard Business School 2010 Adobe Systems Incorporated. All Rights Reserved. 4
  • But what is an intrapreneur? 2010 Adobe Systems Incorporated. All Rights Reserved. 5
  • Intrapreneurs are employed by large organizations that are… • Driven by ROI because they take in and spend a lot of money. • Actively managing risk because they have a lot to lose. • Focused on existing customers …or should be. 2010 Adobe Systems Incorporated. All Rights Reserved. 6
  • Intrapreneurs are… Like Entrepreneurs Marshal people and money to pursue opportunities Blaze new trails and motivate people Seek upside 2010 Adobe Systems Incorporated. All Rights Reserved. 7
  • Intrapreneurs are our customers and… Like Entrepreneurs Unlike Entrepreneurs Marshal people and money Marshal existing brand equity to pursue opportunities and customer relationships Blaze new trails and Work with existing systems motivate people and people they don’t control Seek upside Manage downside 2010 Adobe Systems Incorporated. All Rights Reserved. 8
  • Intrapreneurs are our customers and… 2010 Adobe Systems Incorporated. All Rights Reserved. 9
  • Engagement Matters More Than Ever 90% of C-level executives said customer engagement is critical to success - 300 C-level executives surveyed by Economist Magazine 2010 Adobe Systems Incorporated. All Rights Reserved.Adobe Systems Incorporated. All Rights Reserved. 2010 10
  • Customer experience is critical February 2010 “The State Of Customer Experience, 2010” 2010 Adobe Systems Incorporated. All Rights Reserved. 11
  • Firms want experience to be a differentiator February 2010 “The State Of Customer Experience, 2010” February 2010 “The State Of Customer Experience, 2010” 2010 Adobe Systems Incorporated. All Rights Reserved. 12
  • Frustrating customers is costly February 2010 “Web Sites That Don’t Support Customers’ Goals Waste Millions” 2010 Adobe Systems Incorporated. All Rights Reserved. 13
  • It’s not only the old, system-centric problems that matter. False promises Delayed schedules Costly deployments 2010 Adobe Systems Incorporated. All Rights Reserved. 14
  • Most important are the new, customer-centric ones. Designing from customers in, not systems out Creating customer experiences that span multiple contexts Measuring and optimizing the customer experience 2010 Adobe Systems Incorporated. All Rights Reserved. 15
  • We Face a Shifting Marketplace with Interconnected Channels Paid Email Search Rating Sites TV Widgets Lead Mobile Gen Banner Web Direct Mail Acquisition Conversion Organic Search Site Games Print Retention Blogs IPTV Video Social Call Center 2010 Adobe Systems Incorporated. All Rights Reserved. 16
  • But We Must View It Through the Eyes of Our Customers Receive promo for product Research Visit store product online for help Receive mobile Receive product ad for product updates Search online Buy accessories for product in store See TV ad Research for product accessories for product View video for newer product Join Facebook community for product Visit store to get help with product Buy product online 2010 Adobe Systems Incorporated. All Rights Reserved. 17
  • Enterprises Face a User-Centric Moment of Truth © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • A New Generation of Digital Experiences © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Customers Expect Great Experiences – We Must Deliver Web 2.0 Social Computing Multi-Screen b © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Chapter Two: Case Studies In Customer Experience © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • PNC Bank - Launch new service to capture Gen Y demographic   PNC Virtual Wallet captures Gen Y - over 80% usage by 17-34 year-olds   >250 new accounts added daily   Drives brand and marketing strategy, now rolling out to all segments. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Impuls Insurance – Increase customer engagement and sales efficiency   90% close rate on insurance sales   Call center reps are over 200% more effective than on-site sales reps   Customers prefer it…99 to 1… © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Southwark – Better serve citizens and respond to changing times   Reduced average time to benefits from 26 to 6 days   Slashed CSR enablement time from 2 years to 2 days   Raised satisfaction from 58% to 70% © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Improving Revenue with B2C Customer Servicing   $7B in revenue with 200,000 high-value end users   From cost of doing business to destination, differentiator and brand builder   Measurable communication channel for cross-sell/up-sell and engagement © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Improving Revenue with B2C Customer Servicing SECURE SETUP MyTelco WEB to eBILL WIZARD WIDGET CSR Engagement Cost, Cross/Up-sell, Cost, Security Engagement Cross/Up-sell, Engagement   85M subscribers with 1M turnover each month   From cost of doing business to destination, differentiator and brand builder   Measurable communication channel for cross-sell/up-sell and engagement © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Chapter Three: Your Customer Experience Mission © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • A Simple Framework 1.  Acknowledge that you need a Customer Experience Management strategy. 2.  Establish a 2 year roadmap of projects organized around customer touch- points. 3.  Pick a high-ROI project and world-class partners as the, design from the customer in, then broadcast your success in support of the © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. larger goal.
  • You Need a Platform for Customer Experience Management Solutions Customer Experience Management © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Customer Experience Management Platforms are Coming Together Now Front-Line Employee Experiences Customer-Facing Experiences UX Social eRIA op n atio timi imiz zati opt on Content Process optimization © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • Thank You Erik Larson elarson@adobe.com @erikdlarson blogs.adobe.com/i2 © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.