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Stand Out Customer Experience

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Loni Stark's 'Stand Out Customer Experience' slides, presented at the 2013 Forrester Customer Experience Forum.

Loni Stark's 'Stand Out Customer Experience' slides, presented at the 2013 Forrester Customer Experience Forum.

Published in: Business, Technology

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  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1 How to Stand Out: Survival in the Digital Age Loni Stark - Director of Product & Industry Marketing, Adobe Darren Smith –Digital Marketing Manager, Intel
  • 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Adobe: Leader in Forrester Waves 2
  • 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Research product online Receive mobile ad for product Search online for product Join Facebook community for product Research accessories for product Buy accessories in store Receive product updates See TV ad for product Buy product online Visit store for help Visit store to get help with product View video for newer product Attention is Scarce: Focus on capturing sustained attention Receive promo for product
  • 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Digital customer experiences that matter are the ones that stand out. Be the answer to a customer problem, everyday. Be Useful Reinforce the brand and extend the customer value beyond the physical product. Be Different Be Convenient Design for your laziest customers.
  • 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Digital experiences that are useful, different, and convenient for customers, it significantly impacts the bottom line. Experiences on Owned Properties: Long-term differentiation 5 Increase engagement New client acquisition Increase brand loyalty lifetime value
  • 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Be Useful: HealthNow New York personalized the web experience 6
  • 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Be Useful: Good Hair Day - Expert advice on how to have a “good hair day” 7 Provide “how to” content to persuade the buyer to read an article watch a video and then buy GHD products.
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Be Different: Crate & Barrel, Nike – digital experiences that personalize product 8
  • 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Be Different: Philips extends physical product with social experience
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Be Different: Caesars Entertainment – increasing engagement online & offline 10 • Reduced time for monthly reporting from weeks to hours • Quantified subjective design decisions • Optimized web experience for 70% higher conversion • Increased signup rates to loyalty program by 10%
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Be Different: Travelocity – An entire product based on digital experience 11
  • 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe 12 Investec: “it’s all about the right content, at the right time, for the right device.” Be Convenient: Investec makes it easy
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Be Convenient: Mobile as part of omnichannel experience
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Digital customer experiences that matter are the ones that stand out. Be the answer to a customer problem, everyday. Be Useful Reinforce the brand and extend the customer value beyond the physical product. Be Different Be Convenient Design for your laziest customers.
  • 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe Loni Stark loni@adobe.com Twitter: @lonistark LinkedIn: lonistark
  • 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @lonistark #FORRForum #Hang10Adobe 16