Beyond Websites: The Road to Delight
in the Age of the Customer
Digital Pulse - October 17, 2013
Jeff Cram @jeffcram
Co-fo...
Digital Pulse - October 17, 2013
Jeff Cram @jeffcram
Co-founder ISITE Design
Publisher, CMS Myth
http://research.isitedesign.com/cms-wisdom-report/
“The Transition from Web Content
Management to Customer
Experience Management”
We believe

Companies that are loved, win
We believe

Delight isn’t just a tagline.
It’s the bottom line.
Benefits of positive experiences
http://www.latimes.com/business/la-fi-silicon-valley-delight-20130510-dto,0,3670133.htmlstory
“Yes, delight. A squishy, subjective, hard-to-pin-down term.
So daringly unquantifiable, so proudly immeasurable. And
now,...
Back to Reality

Back to Reality (and it can bite)
We believe

Your Website is not a Project
“Insanity is redesigning a
website over and over
again but expecting
different results”
Death by Redesign

http://beantin.se/post/9332513675/complete-website-redesign-avoid-gora-om-webbplats
Death by RFP
Death by Demo
Customer-focused transformation

Customer experience quality

Sustain
cultural change

Transform
the organization

Improve...
Experience hacking
Customer-focused transformation

Customer experience quality

Sustain
cultural change

Transform
the organization

Improve...
Are you DX Ready?
Digital Experience Readiness
Competency

What is it?

Vision

A well communicated short and long term vision
for the role ...
Business
Social
Experience
Brand
Technology

Search
Brand
Digital Strategy
Website

Content
Analytics
E-mail
Community
Mar...
Business
Social
Experience
Brand
Technology

Search
Brand
Digital Experience Strategy
Website

Content
Analytics
E-mail
Co...
AIM

TM

Digital Experience Framework
Four Keys to Organizational Readiness
• Ready to engage
– Organization has started planning and preparing for change with
...
Align

Imagine

Map
Align

Imagine

Map

Business & Customer / Team & Culture
Journeys & Content / Process & Technology
Measurement
AIM: Align
Business
•
•
•
•
•
•

Goals & brand
Competition
Team & culture
Content
Technology
Success metrics

Customers
•
...
Align

Imagine

Map

Ideation / Touchpoint design / Co-creation
AIM: Imagine
Activities
•
•
•

Ideation
Touchpoint design
Co-creation

Artifacts
•
•

Opportunities
Prototype(s)
Pick that persona’s most important pain point
Document the surrounding customer journey
All of the steps the customer takes
receives
statement
in mail

throws
statement...
Assess the relative importance of each touch point
Business
Benefit

Customer
Benefit

User Impact

Overall

Scale 1=low, ...
Assess the feasibility of each idea
Idea

Effort

Status

Clarity

Risk
“A tool used for experience design is
now an important input to strategy.”
~ Christine Chastain, R/GA
Align

Imagine

Map

Future State / Service Blueprint / Roadmap
AIM: Map
Prioritizing the initiatives

Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer
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Digital Pulse Summit 2013 - The Road to Delight in the Age of the Customer

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Jeff Cram of ISITE Design covers the role of delight in in web content management

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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 2013 - The Road to Delight in the Age of the Customer

    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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