2016 Adobe Digital Government Assembly

1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Delivering Actionable Experiences Through Effective Digital
Marketing
Nishita Henry, Principal Deloitte Digital | Brian Paget, Technical Director Public Sector

2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Ingredients
The HCD
PROCESS
HUMAN
CENTERED
DESGIN
HOW IT WORKED AT
AMTRAK
FORCES of
CHANGE
USDS
18F
CUSTOMER
EXPERIENCE
CREATE
EXPERIENCES THAT
DELIVER RESULTS
DIGITAL
MARKETING
TECHNOLOGY
MAKE
MANAGE
MEASURE
HOW IT EMPOWERS
TRANSFORMATIONS OF
EXPERIENCES

3. Forces of disruption
Several factors are driving the “need for change” in Public Sector CX
Lowest rank in
customer satisfaction
President
Obama’s CX
Executive Order
Growth of external
service providers
Emphasis on
user-centric
digital services
Shrinking budgets,
rising expectations
Deloitte Digital Copyright © 2015 Deloitte Development LLC. All rights reserved. @DeloitteDigital #GovDbriefs

4. Polling question #1
Which of the following would best enable you to apply a customer
centric approach to customer service?
More customer insight Cultural change
Leadership support Technology/systems updates

5. Process Centric
What is different?
Design can either be driven by customersor by process—leading to different priorities and outcomes
System
Customer
Business process
definition Feature
function
User roles
definition
Security
Customer
System
Customer Centric
Journey
mapping Human-centered
design
Persona
definition

6. HCD approach
Human-centered design puts the customer at the heart of the process
Scope
Define and agree
upon goals of the
project
Gather information
on the customer
and stakeholders
through immersive
research
Uncover value and
meaning from
informationby
findingpatterns
and insights
Generate creative
solutions thatrelate
to uncovered
insights
Create plans for
implementation
that can help
ensure successful
adoption
Look & Listen Understand Solve Build
1 2 3 4 5

7. Amtrak’s vision
Deloitte Digital Copyright © 2015 Deloitte Development LLC. All rights reserved. @DeloitteDigital #GovDbriefs

8. The Amtrak customer
Amtrak departments spread across the R2R spectrum, but the agency’s “center of gravity” falls in
Retail
Northeast
Corridor
Operations
State
Supported
Services
Long
Distance
Services Engineering
Corporate Safety
Department Amtrak Police
Department
Enterprise
Architecture
Regulators focus on
increasing compliance
Retailers focus on
retaining andgrowing
profitable customers Value
Retail Mission Regulator
Foster
Innovation Educate Regulate EnforceRetail Retail-Like

9. HCD at Amtrak
Amtrak developed customer journey mapsto reveal customer behavior

10. 10 leading CX practices
Use customer relationship management (CRM) systems effectively
Provides consistent and seamless omnichannel experiences
Offer quick troubleshooting through multichannel CS solutions
Align employee engagement with customer engagement priorities
Tailor experiences based on customers’ preferences and relationships with the agency
Deliver information in plain language, with a simple user-centric design
Use “open innovation” and prize challenges to solve problems
1 Designate a chief customer officer
2
3
4
5
6
7
8
10 Develop targeted behavioral objectives for deep insights into behavior
Provide transparent, real-time process tracking that puts the customer in control9

11. Polling question #2
Lessprevalenceof legacy
technologies Useradoption
Which of the following would best enable you toimplement
new technologies and development processes?
Confidence in security Education on new technologies

12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Ingredients
DIGITAL
MARKETING
TECHNOLOGY
MAKE
MANAGE
MEASURE
HOW IT EMPOWERS
TRANSFORMATIONS OF
EXPERIENCES

13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Its Turns out Digital Marketing is very close to Digital
Services….
We need to understand the different ways people will interact with our services,
including the actions they take online, through a
mobile application, on a phone, or in
person. Every encounter — whether it's online or offline — should move the
user closer towards their goal.
Understand the different points at which people will interact with the service – both
online and in person
Identify pain points in the current way users interact with the service, and prioritize
these according to user needs
Design the digital parts of the service so that they
are integrated with the offline touch points
people use to interact with the service
Develop metrics that will
measure how well the service is
meeting user needs at each step of the service
https://playbook.cio.gov/
14
Digital marketing is marketing that makes use of electronic devices
(computers) such as personal computers, smartphones,
cellphones, tablets and game consoles to engage with
stakeholders.
Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and
social networks.
Digital Marketing can be through Non-internet channels like TV,
Radio, SMS, etc or through Internet channels
like Social Media, E-mails ads, Banner ads, etc.
Social Media Marketing is a component of digital
marketing.
Many organizations use a combination of
traditional and digital marketing
channels;
however, digital marketing is becoming more popular with marketers as it allows
them to track their Return on
Investment (ROI) more
accurately compared to other traditional marketing channels.
http://en.wikipedia.org/wiki/Digital_marketing

15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
#AdobeWins Forrester EMSS Wave 2014
“Adobe distinguishes itself
with its core services
capabilities”
“Adobe distanced itself
from the pack with a
combination of an
innovative, detailed vision
and in-market functionality”

16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
It all comes down to 2 things
BUILD GREAT EXPERIENCES AND DELIVER
ACROSS EVERY TOUCHPOINT
UNDERSTAND AND ADAPT TO THE
RIGHT PERSON, RIGHT PLACE, RIGHT TIME

17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Marketing Technology
Make Manage Measure
CONTENT DATA
EXPERIENCE
MANAGER
ADOBE TARGET
ANALYTICSCREATIVE
CLOUD

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What Makes a Great Experience?
Easy Personal Intuitive Compelling

19. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

20. 20
Unified Customer
Experience
Personalization
& Optimization
A couple specific challenges and solutions to highlight

21. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Unified Customer Experience: Challenges
Take control of the experience spanning the customer journey
• Creating a unified digital experience
• Connecting customer data with web/mobile/social data
• Quickly and effectively authoring experiences

22. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Deliver Unified Customer Experience
Adobe Target
Optimization and A/B Testing
Adobe Experience Manager
Sites, Assets, Apps, Forms, Communities
Adobe Analytics
Understanding content and
behaviors
+

23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Personalization & Optimization: Challenges
Drive relevance and engagement through testing & automation
• Providing the optimal experience, content & offers
• Catering for anonymous and authenticated customers
• Privacy considerations around personalization

24. Personalization & Optimization
age
gender
device type
region
zip code
segment
browser
+
AEM
Optimization, Targeting, Algorithms
Adobe Target
Optimization and A/B Testing
Adobe Analytics
Understanding content and behaviors
Real-time PersonalizationAutomated Decision

25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

26. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Ingredients
The HCD
PROCESS
HUMAN
CENTERED
DESGIN
HOW IT WORKED AT
AMTRAK
FORCES of
CHANGE
USDS
18F
CUSTOMER
EXPERIENCE
CREATE
EXPERIENCES THAT
DELIVER RESULTS
DIGITAL
MARKETING
TECHNOLOGY
MAKE
MANAGE
MEASURE
HOW IT EMPOWERS
TRANSFORMATIONS OF
EXPERIENCES