Digital Pulse Summit - Beyond Websites, The Road to Delight in the Age of the Customer - Jeff Cram, ISITE Design

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  • We respect what we can measure – improve and report.The top of lead funnel is often described by V words -- Volume, Velocity and Value. In contrast Customers experience is measured in the 3P’s -- preference, performance, and persistence.Research from Bain, Forrester, and Temkin Group
  • 10:20 to 10:30
  • Introduce DX 7.helps reveal problems, align business units/bust silos.
  • Review the chart. Explain how to rate (A through F)
  • Personas / Journey Maps / Strategic Brief
  • Prioritize ideas on Flip Charts
  • Digital Pulse Summit - Beyond Websites, The Road to Delight in the Age of the Customer - Jeff Cram, ISITE Design

    1. 1. Beyond Websites: The Road to Delight in the Age of the Customer Digital Pulse - October 17, 2013 Jeff Cram @jeffcram Co-founder ISITE Design Publisher, CMS Myth
    2. 2. Digital Pulse - October 17, 2013 Jeff Cram @jeffcram Co-founder ISITE Design Publisher, CMS Myth
    3. 3. http://research.isitedesign.com/cms-wisdom-report/
    4. 4. “The Transition from Web Content Management to Customer Experience Management”
    5. 5. We believe Companies that are loved, win
    6. 6. We believe Delight isn’t just a tagline. It’s the bottom line.
    7. 7. Benefits of positive experiences
    8. 8. http://www.latimes.com/business/la-fi-silicon-valley-delight-20130510-dto,0,3670133.htmlstory
    9. 9. “Yes, delight. A squishy, subjective, hard-to-pin-down term. So daringly unquantifiable, so proudly immeasurable. And now, suddenly, all the rage in data-driven Silicon Valley.” “In the surest sign that delight may be on the cusp of morphing from insurgent idea to overused buzzword, Microsoft and Dell have embraced it. It's the corporate equivalent of parents joining Facebook, making it instantly uncool.” “Hold the eye rolls, however, because underneath its trendiness and the suspicion that it's just some new marketing babble, the talk of delight signals a radical shift in the way Silicon Valley creates products.”
    10. 10. Back to Reality Back to Reality (and it can bite)
    11. 11. We believe Your Website is not a Project
    12. 12. “Insanity is redesigning a website over and over again but expecting different results”
    13. 13. Death by Redesign http://beantin.se/post/9332513675/complete-website-redesign-avoid-gora-om-webbplats
    14. 14. Death by RFP
    15. 15. Death by Demo
    16. 16. Customer-focused transformation Customer experience quality Sustain cultural change Transform the organization Improve today’s experience Time
    17. 17. Experience hacking
    18. 18. Customer-focused transformation Customer experience quality Sustain cultural change Transform the organization Improve today’s experience Time Source: Forrester Research
    19. 19. Are you DX Ready?
    20. 20. Digital Experience Readiness Competency What is it? Vision A well communicated short and long term vision for the role of digital and experience Culture & Governance The right roles on the team to achieve your goals with a written governance model Customer Insight Active programs to gather customer data and well understood personas to design from Content An internal owner for content and 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 organization Operations An operational model for executing ongoing projects across the organization Data & Optimization A data-driven continuous improvement program that yields ongoing lift and learnings. Grade
    21. 21. Business Social Experience Brand Technology Search Brand Digital Strategy Website Content Analytics E-mail Community Marketing
    22. 22. Business Social Experience Brand Technology Search Brand Digital Experience Strategy Website Content Analytics E-mail Community Marketing
    23. 23. AIM TM Digital Experience Framework
    24. 24. 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 customers 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.
    25. 25. Align Imagine Map
    26. 26. Align Imagine Map Business & Customer / Team & Culture Journeys & Content / Process & Technology Measurement
    27. 27. AIM: Align Business • • • • • • Goals & brand Competition Team & culture Content Technology Success metrics Customers • • • Brand perception Needs & motives Expectations
    28. 28. Align Imagine Map Ideation / Touchpoint design / Co-creation
    29. 29. AIM: Imagine Activities • • • Ideation Touchpoint design Co-creation Artifacts • • Opportunities Prototype(s)
    30. 30. Pick that persona’s most important pain point
    31. 31. Document the surrounding customer journey All of the steps the customer takes receives statement in mail throws statement on desk & ignores sees charge that looks wrong logs in to website tries to get details about charge calls customer service talks to CSR All of the touchpoints the customer interacts with envelope paper statement mobile phone IVR Twitter tweets in frustration
    32. 32. Assess the relative importance of each touch point Business Benefit Customer Benefit User Impact Overall Scale 1=low, 2=medium, 3=high
    33. 33. Assess the feasibility of each idea Idea Effort Status Clarity Risk
    34. 34. “A tool used for experience design is now an important input to strategy.” ~ Christine Chastain, R/GA
    35. 35. Align Imagine Map Future State / Service Blueprint / Roadmap
    36. 36. AIM: Map Prioritizing the initiatives Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”

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