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Customer Journey Orchestration: The Secret to Effective Omnichannel Experiences


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Digital marketing is everywhere - web, mobile, storefronts, airports, banks, elevators and beyond! Customers expect digital experiences tailored to their interests and needs, not generic ones. The only way to stay competitive is by giving customers the most amazing and personalized experiences, and becoming a customer-centric marketing organization.

If your organization is ready to capture your audience with modern and engaging experiences, you need amazing content that tells your story and the value of your products throughout the customer journey. It’s a new day.

Join us to learn about:

The challenge - recognizing that your customers need to be at the center of every marketing decision you make
The opportunity - understanding your business’ potential to transform your digital customer experiences
The future - the prescription for a platform approach to digital experience personalization

Published in: Technology
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Customer Journey Orchestration: The Secret to Effective Omnichannel Experiences

  1. 1. ©2017 Acquia Inc. — Confidential and Proprietary Customer Journey Orchestration: The Secret to Effective Omnichannel Experiences November 1, 2017, 1 pm ET
  2. 2. ©2017 Acquia Inc. — Confidential and Proprietary Your hosts! Stephen Skidmore Sr. Director Product Marketing Acquia @daponovich Director Product Marketing Acquia @stskidmore
  3. 3. ©2017 Acquia Inc. — Confidential and Proprietary • A New Era for Marketing • Who’s Leading Who? • Don’t Play Whack-a-Mole • Customer Bill of Rights • 5 Pillars of Greatness • Q&A Roll up our sleeves!
  4. 4. ©2017 Acquia Inc. — Confidential and Proprietary Welcome to the era of personalized customer journeys Customer Brand
  5. 5. The consumer empowered world Choice is fundamental. Differentiation matters.
  6. 6. ©2016 Acquia Inc. — Confidential and Proprietary Customer expectations are higher than ever. Digital touch points proliferating. Personalization is growing requirement. Impact on marketing Real-time experiences are essential. KPIs: Bounce Rate, Conversions, NPS, Lead Influence, etc.
  7. 7. ©2017 Acquia Inc. — Confidential and Proprietary Great experiences help companies to thrive
  8. 8. ©2017 Acquia Inc. — Confidential and Proprietary Don’t play whack-a-mole with your customers
  9. 9. ©2016 Acquia Inc. — Confidential and Proprietary 1 1 “Customers use a range of touchpoints to discover, explore, buy, and engage with products and services. Yet companies continue to optimize touchpoints in isolation, struggle to prove the value of customer interactions, and squander opportunities to boost loyalty” Forrester Research, Drive Customer Obsession with Journey Analytics, November 30, 2015 Customers today forge their own pathways
  10. 10. ©2016 Acquia Inc. — Confidential and Proprietary Be a guide! Not a Whack-a-Mole! Awareness Consideration Conversion Growth Advocacy
  11. 11. ©2016 Acquia Inc. — Confidential and Proprietary 1 3 Digital Customers Bill of Rights 1. Understand me and what I want / need at all times. 2. Always treat me in context to my stage in my “journey”. 3. Give me only relevant information and offers (when I need them). 4. Recognize me no matter what touchpoint I use. 5. Don’t ever waste my time. ’
  12. 12. ©2017 Acquia Inc. — Confidential and Proprietary FIVE PILLARS to delivering the customer experiences they want 1.Forward-Looking Experience Platform 2.Manage Creative Assets 3.Integrated Ecosystem 4.Personalize, Personalize, Personalize 5.Journey Orchestration
  13. 13. ©2017 Acquia Inc. — Confidential and Proprietary
  14. 14. ©2017 Acquia Inc. — Confidential and Proprietary #1 Forward-Looking Experience Platform ● Open platform for content and sites & easy integrations ● Flexible to enable developers to meet business needs ● Cloud-first to deliver modern, everywhere experiences
  15. 15. ©2017 Acquia Inc. — Confidential and Proprietary Digital Experiences Happen Everywhere
  16. 16. ©2017 Acquia Inc. — Confidential and Proprietary #2 Manage Creative Assets Creative assets power every customer experience ● Centralized management of approved assets ● Streamline the creation of assets ● Ensure brand consistency
  17. 17. ©2017 Acquia Inc. Creative assets power all channels 19
  18. 18. ©2017 Acquia Inc. Using a “DIY” DAM approach doesn’t cut it 20 ASSET CREATION PROCESS Creatives Marketing CUSTOMER EXPERIENCE
  19. 19. ©2017 Acquia Inc. DAM creates engaging experiences faster 21 ASSET CREATION PROCESS Creatives Marketing Idea Design Create Review Approve DAM Approvals Search CUSTOMER EXPERIENCE
  20. 20. ©2017 Acquia Inc. — Confidential and Proprietary #3 Integrated Ecosystem ● A heterogeneous set of technology is the norm ● Tackle the Suite vs Best of Breed debate in your org ● Harness an ecosystem so you can swap in new capabilities and address new experience channels
  21. 21. ©2017 Acquia Inc. — Confidential and Proprietary There’s no lack of choices for marketers
  22. 22. #4 Personalize, Personalize, Personalize Personalization is an investment in time, resources, content and technology. In terms of content strategy, it’s about delivering relevant content to a persona based on specific context. ● Who they are ● Their interests and behaviors ● Where and when content is accessed and by what device ● Goals of the persona, why they are looking for content
  23. 23. ©2017 Acquia Inc. — Confidential and Proprietary Aspects of data-driven personalization Testing Create A/B/n and multivariate tests that use adaptive learning to automatically determine the right content to promote. Targeting Automatically target site content to visitors using implicit and explicit signals such as geography, device, persona, interests and prior behavior. Content “Recos” Promote and merchandise the content that your users are most likely to be interested in. Offers Manage offers, sign- ups, registrations and promotions designed to resonate with your users.
  24. 24. Customer expectations are higher than ever Consumers Demand Valuable Content 74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests Research from Janrain & Harris Interactive
  25. 25. Generic content results in lost opportunity Leads targeted with personalized content produce a 20% increase in sales. Research from DemandGen
  26. 26. #5 Customer Journey Orchestration Marketers must connect disparate silos - tech, data and touchpoints - in a unified experience that delivers contextual relevance at each step of the customer journey. ● Deep understanding (data) of individual customers is needed ● Connect their actions and behaviors to triggered offers and actions ● Present “best-next action” or offer in context to the moment ● Drive higher engagement, conversion, sales, and satisfaction
  27. 27. It’s not good enough just to ‘know’ customers ANONYMOUS KNOWN UNDERSTOO D Understood We understand what the customer wants. We can suggest what they may want. They can move towards an aspirational customer. They may well be an ambassador or advocate for our brand. Anonymous We know very little about this kind of customer and our relationship is either new or transactional. Our voice to the customer is very reactive and not proactive. Known We have a personal and recognised relationship with the customer. We can engage in proactive marketing. Brands need to fully understand customers to serve them effectively across the customer lifecycle.
  28. 28. ©2017 Acquia Inc. — Confidential and Proprietary Connecting tech, data and touchpoints is hard Business Challenges • It’s hard to understand where customers are on their path • Channels are treated separately, not joined up • Hard to orchestrate what should happen next • Omni-channel efforts are often limited to web & email • Offers and ads are presented out of context • Results in lower rate of conversion & engagement • Low marketing effectiveness means higher acquisition cost • Missed opportunities and less customer loyalty Business Impact
  29. 29. ©2017 Acquia Inc. — Confidential and Proprietary Brands must shift to a customer journey mindset Content-driven digital experiences with limited or no personalization of content, offers and experiences. Data-driven customer journeys that recognize customers at any and every touchpoint and deliver contextual content, offers and experiences Must move from this... ...To deliver this
  30. 30. ©2016 Acquia Inc. — Confidential and Proprietary ACQUIA JOURNEY Allows marketers & others to plan, design & orchestrate omni-channel customer journeys across digital and non-digital touchpoints Easily create new customer journeys and orchestrate what happens in each Understand where your customers are in each step of the journey Unify customer profile beyond web and email to build end-to-end journeys Reduce time and effort for orchestrating unified customer experiences Increase customer satisfaction by delivering best-next offers in their context Increase customer engagement and the effectiveness of cross-channel experience
  31. 31. ©2016 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary 33 Thank you + Q&A! Learn how Acquia can help your organization support a Digital Customer Bill of Rights! David Aponovich Stephen Skidmore
  32. 32. Don’t miss out! November 7th @ 1PM ET: Acquia Commerce Manager: A Fast Path to Great Buyer Experiences Register Here