Creating A Digital Experience Strategy - 2013 Portland Digital Marketing Conference

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Presented by Colin O'Neill and Amanda Bernard of ISITE Design at the 2013 Portland Digital Marketing Conference.

The need to orchestrate a unified digital experience is more important than ever as customers demand more from brands across an increasing number of digital touchpoints.
We all know customer experience is important, yet most organizations lack a plan that can deliver delight across the myriad of digital channels.

This workshop provides an actionable framework for creating a digital experience strategy and shares the seven imperatives you’ll need to master along the way. You’ll see examples from industry-leading brands that have used digital experience strategies to grow faster, maintain stronger margins and navigate the downturns better than their peers. Because when it comes to the role of experience for your organization, delight isn’t a tagline – it’s the bottom line.

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Creating A Digital Experience Strategy - 2013 Portland Digital Marketing Conference

  1. 1. #pdxdmc! @oneill_colin / @amandabernardCreating A DigitalExperience StrategyPDX Digital Marketing Conference
  2. 2. #pdxdmc! @oneill_colin / @amandabernardOur Agenda•  Introductions (15 min)•  Why Digital Experience Matters (30 min)•  AIM Digital Experience Framework (30 min)Halftime break•  Customer Journey Mapping (30 min)•  Improving Digital Experiences (30 min)•  Group discussion (20 min)
  3. 3. #pdxdmc! @oneill_colin / @amandabernard•  Founded in 1997–  70+ full time employees–  Portland & Boston•  Over 250 clients including Siemens,Genzyme, Nike, Zipcar, Intel, ColumbiaSportswear, Wendysa digital experience agency
  4. 4. #pdxdmc! @oneill_colin / @amandabernard“Strategy is…”
  5. 5. #pdxdmc! @oneill_colin / @amandabernardStrategyBusinessBrandTechnologyContentSearchSocialDigitalWebsiteAnalyticsE-mailCommunityMarketing
  6. 6. #pdxdmc! @oneill_colin / @amandabernardWhyDigital ExperienceMatters
  7. 7. #pdxdmc! @oneill_colin / @amandabernardExperience is measurable
  8. 8. #pdxdmc! @oneill_colin / @amandabernardExperience is valuable
  9. 9. #pdxdmc! @oneill_colin / @amandabernardExperience is differentiating!
  10. 10. #pdxdmc! @oneill_colin / @amandabernardCompanies thatare loved, win.The bottom line:
  11. 11. #pdxdmc! @oneill_colin / @amandabernard
  12. 12. #pdxdmc! @oneill_colin / @amandabernard
  13. 13. #pdxdmc! @oneill_colin / @amandabernardDigital is the first step
  14. 14. #pdxdmc! @oneill_colin / @amandabernardBut the business isn’t ready yet
  15. 15. #pdxdmc! @oneill_colin / @amandabernardWhere’s your funnel focus?MarketingFocusEconomicValueSalesFocus
  16. 16. #pdxdmc! @oneill_colin / @amandabernardWhere’s your funnel focus?Experience
  17. 17. #pdxdmc! @oneill_colin / @amandabernardDeepening relationshipsand growing customervalue through connectedexperiences.Marketing’s end game:
  18. 18. #pdxdmc! @oneill_colin / @amandabernard
  19. 19. #pdxdmc! @oneill_colin / @amandabernardAcquisitionConnectionLoyaltyFunctionValueMeaning
  20. 20. #pdxdmc! @oneill_colin / @amandabernard
  21. 21. #pdxdmc! @oneill_colin / @amandabernardA cross-channel case study
  22. 22. #pdxdmc! @oneill_colin / @amandabernardDelight in Action•  Jaden Johnston, a busy workingmom, was looking for aconvenient and inexpensiveresource for new eyeglasses.•  Using Twitter, Jaden discoveredthe Warby Parker Home-Try-OnProgram. 5 pairs of glasses for 5days – FREE!!!!!!
  23. 23. #pdxdmc! @oneill_colin / @amandabernardDigital Delight•  Virtual Try on•  Useful, engaging& relevant content•  Buy a pair, givea pair program
  24. 24. #pdxdmc! @oneill_colin / @amandabernardDelight is Quick & Easy•  Value propositions thatcaught Jaden’s attention:–  Try 5 pairs of glasses for 5 days– FREE!–  Quick, free delivery (2 businessdays) and free returns
  25. 25. #pdxdmc! @oneill_colin / @amandabernardDelight Takes Many Forms•  Even the packaging delightedJaden:“It has snaps! And a cloth covering!And all of the glasses are in a neatlittle row. It’s an OCD dream!”
  26. 26. #pdxdmc! @oneill_colin / @amandabernardLittle Details Matter“All of the frames are perfectlylabeled so it was easy to tellwhich was which. I had aduplicate order, the sameframe in two different colors,and they were right next toeach other in the box. It mayseem trivial, but the care theytook with all of the little detailsmade the experience just thatmuch sweeter.“
  27. 27. #pdxdmc! @oneill_colin / @amandabernardHumor Goes a Long Way“With hilariously pretentiousBritish names like the Miles,the Langston, and the Finn,I could not help but enjoytrying them on.
  28. 28. #pdxdmc! @oneill_colin / @amandabernardSatisfaction Guaranteed(and Pain-free)“In the end, I felt like all of theframes I selected were too heavyfor my face. But with over 30 frameshapes and 14 colors to choosefrom, the answer to this dilemma isclear: choose 5 more frames anddo the process all over again!
  29. 29. #pdxdmc! @oneill_colin / @amandabernardSurprise & DelightThe Warby Parker social media team discoveredJaden’s blog post and responded back to herwith a personalized video the same day.
  30. 30. #pdxdmc! @oneill_colin / @amandabernardSource: ForresterAcquisitionConnectionLoyaltyNeedCompareDiscoverResearchPurchaseDecideUseGet HelpSharePersonalizePartnerEvangelizeTribeSearchCustomerExperienceEcosystemFunctionValueMeaning
  31. 31. #pdxdmc! @oneill_colin / @amandabernardResearchUsePersonalizePartnerSocialMobileWebSearchStore
  32. 32. #pdxdmc! @oneill_colin / @amandabernard
  33. 33. #pdxdmc! @oneill_colin / @amandabernard“The more digital we get, themore human we must be”Gatum Ramdurai, Google Creative Lab
  34. 34. #pdxdmc! @oneill_colin / @amandabernardSource: Christine Chastainhttp://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-workExperience ecosystems
  35. 35. #pdxdmc! @oneill_colin / @amandabernardMy own personal funnelwww!
  36. 36. #pdxdmc! @oneill_colin / @amandabernardShare your story
  37. 37. #pdxdmc! @oneill_colin / @amandabernardKey Emotions
  38. 38. #pdxdmc! @oneill_colin / @amandabernardDigital Experience Strategy
  39. 39. #pdxdmc! @oneill_colin / @amandabernardWhy a separate plan fordigital experience?What you may be thinking
  40. 40. #pdxdmc! @oneill_colin / @amandabernardSALESMARKETING SUPPORTPRODUCT &ENGINEERINGINFORMATIONTECHNOLOGYHUMANRESOURCESA unified digital experience
  41. 41. #pdxdmc! @oneill_colin / @amandabernardIntegrated customer experiences
  42. 42. #pdxdmc! @oneill_colin / @amandabernardThe customer gets to choose
  43. 43. #pdxdmc! @oneill_colin / @amandabernardHow we get there
  44. 44. #pdxdmc! @oneill_colin / @amandabernardCustomer Personas
  45. 45. #pdxdmc! @oneill_colin / @amandabernardCustomer Journey Map
  46. 46. #pdxdmc! @oneill_colin / @amandabernard“A tool used for experience design isnow an important input to strategy.”Christine Chastain, R/GA
  47. 47. #pdxdmc! @oneill_colin / @amandabernardSource: Christine Chastainhttp://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-workExperience Ecosystems
  48. 48. #pdxdmc! @oneill_colin / @amandabernardService Blueprint
  49. 49. #pdxdmc! @oneill_colin / @amandabernardSource: Aaron Shapirohttp://aaronshapiro.com/usersnotcustomers/Provide utility
  50. 50. #pdxdmc! @oneill_colin / @amandabernard
  51. 51. #pdxdmc! @oneill_colin / @amandabernardAre you DX-Ready?Amanda!
  52. 52. #pdxdmc! @oneill_colin / @amandabernardImprovetoday’s experienceTransformthe organizationSustaincultural changeTimeCustomerexperiencequalityGoal: Customer-focused transformation
  53. 53. #pdxdmc! @oneill_colin / @amandabernardIs this strategy?
  54. 54. #pdxdmc! @oneill_colin / @amandabernardDX-7
  55. 55. #pdxdmc! @oneill_colin / @amandabernardWhatare theydoing?Brainstormtouch pointsWhatare theyfeeling?BrainstormemotionsWhat wouldmake adifference?BrainstormimprovementsAnswer three questions
  56. 56. #pdxdmc! @oneill_colin / @amandabernardCompetency* What*is*it?* Grade*Vision!A!well!communicated!short!and!long!term!vision!for!the!role!of!experience!and!digital!Culture!&!Governance!The!right!roles!on!the!team!to!achieve!your!goals!with!a!wri0en!governance!model.!Customer!Insight!AcCve!program!to!gather!customer!data!and!well!understood!personas!to!design!from.!Content!An!internal!owner!for!content!and!with!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!org.!OperaCons!An!operaConal!model!for!execuCng!ongoing!projects!across!the!organizaCon.!!Data!&!OpCmizaCon!A!dataIdriven!!conCnuous!improvement!program!that!yields!ongoing!liJ!and!learnings.!!Digital Experience Readiness
  57. 57. #pdxdmc! @oneill_colin / @amandabernardDX ReadinessAssessment
  58. 58. #pdxdmc! @oneill_colin / @amandabernardVision: A letter to the future
  59. 59. #pdxdmc! @oneill_colin / @amandabernardSource: http://chiefmartec.com/2013/03/a-cmo-a-cio-and-a-chief-digital-officer/Governance: Who owns this experience?
  60. 60. #pdxdmc! @oneill_colin / @amandabernardInsight
  61. 61. #pdxdmc! @oneill_colin / @amandabernardContent: Have a Framework
  62. 62. #pdxdmc! @oneill_colin / @amandabernardContent: Think Channel Agnostic
  63. 63. #pdxdmc! @oneill_colin / @amandabernardExample: Harvard Institute of Politics
  64. 64. #pdxdmc! @oneill_colin / @amandabernardSitesMeasurement,Monitoring &OptimizationAppsMobileCommerceSearchEmailCommunitySocial MediaOtherBusinessSystemsMarketingAutomation,Email, etc.CRMCommerceTechnology EcosystemContentManagement
  65. 65. #pdxdmc! @oneill_colin / @amandabernardProspects Customers EmployeesTechnology PlatformBusiness LayerData Layer(Access, Transformation, Integration)Data Source(LOB Systems)Services(LOB Systems)Services LayerPresentation Layer(HTML, Presentation logic, Components, Services)
  66. 66. #pdxdmc! @oneill_colin / @amandabernardOrganizational alignmentDelightful(marketing)Viable(technology)Feasible(operations)
  67. 67. #pdxdmc! @oneill_colin / @amandabernardExecution through the tiersCustomer JourneyExperience AttributesTouch PointsInteractionsMeasurementProcessesTechnology Platform
  68. 68. #pdxdmc! @oneill_colin / @amandabernardBuilding a data-driven organization!
  69. 69. #pdxdmc! @oneill_colin / @amandabernardAIMDigital Experience FrameworkTM!
  70. 70. #pdxdmc! @oneill_colin / @amandabernardFour Keys to Organizational Readiness•  Ready to engage–  Organization has started planning and preparing for changewith existing research prepared to inform next steps.•  Senior leaders as active stakeholders–  Marketing, technology and executive leaders are bought intothe idea of digital transformation.•  Access to customers and data–  Ready to collaborate to better understand the voice of thecustomer and use real users to inform strategy.•  Willing to co-create vision and strategy–  A willingness to participate in the process in order to co-createthe strategy and vision for the organization.
  71. 71. #pdxdmc! @oneill_colin / @amandabernardAlign Imagine Map
  72. 72. #pdxdmc! @oneill_colin / @amandabernardAlign Imagine MapBusiness & Customer / Team & CultureJourneys & Content / Process & TechnologyMeasurement
  73. 73. #pdxdmc! @oneill_colin / @amandabernard•  Business•  Goals & brand•  Competition•  Team & culture•  Content•  Technology•  Success metrics•  Customers•  Brand perception•  Needs & motives•  Expectations•  Artifacts•  Personas•  Journey Maps•  Strategic BriefAIM: Align!
  74. 74. #pdxdmc! @oneill_colin / @amandabernardAlign Imagine MapIdeation / Touchpoint design / Co-creation
  75. 75. #pdxdmc! @oneill_colin / @amandabernard•  Activities•  Ideation•  Touchpoint design•  Co-creation•  Artifacts•  Opportunities•  Prototype(s)AIM: Imagine
  76. 76. #pdxdmc! @oneill_colin / @amandabernardAIM: Imagine
  77. 77. #pdxdmc! @oneill_colin / @amandabernardImagine MapAlignService Blueprint / Roadmap
  78. 78. #pdxdmc! @oneill_colin / @amandabernardForrester, June 2012 “Develop Your Digital Customer Experience Strategy”Prioritizing the initiativesAIM: Map!
  79. 79. #pdxdmc! @oneill_colin / @amandabernardFour Keys to Organizational Readiness•  Ready to engage–  Organization has started planning and preparing forchange with existing research prepared to inform nextsteps.•  Senior leaders as active stakeholders–  Marketing, technology and executive leaders are boughtinto the idea of digital transformation.•  Access to customers and data–  Ready to collaborate to better understand the voice of thecustomer and use real users 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.
  80. 80. #pdxdmc! @oneill_colin / @amandabernardBreak
  81. 81. #pdxdmc! @oneill_colin / @amandabernardCustomer JourneyMapping
  82. 82. #pdxdmc! @oneill_colin / @amandabernard
  83. 83. #pdxdmc! @oneill_colin / @amandabernard
  84. 84. #pdxdmc! @oneill_colin / @amandabernardOur Organization
  85. 85. #pdxdmc! @oneill_colin / @amandabernardSource: http://xkcd.com/773/
  86. 86. #pdxdmc! @oneill_colin / @amandabernardThree groupsChoosing aUniversityIntent to enrollAtUniversityLife on campusAfterUniversityInto the real world
  87. 87. #pdxdmc! @oneill_colin / @amandabernardWhatare theydoing?Brainstormtouch points(10 mins)Whatare theyfeeling?Brainstormemotions(10 mins)What wouldmake adifference?Brainstormimprovements(10 mins)Answer three questions
  88. 88. #pdxdmc! @oneill_colin / @amandabernardHow will we make adifference?•  Where is there room to meet aneed in a unique way?•  How can we fill this gap byconnecting the customer needwith the business goal?
  89. 89. #pdxdmc! @oneill_colin / @amandabernardQ&A
  90. 90. #pdxdmc! @oneill_colin / @amandabernardOctober 7-8thPortland Art Museumwww.delight.us/conference!
  91. 91. #pdxdmc! @oneill_colin / @amandabernardwww.delight.us
  92. 92. #pdxdmc! @oneill_colin / @amandabernard
  93. 93. #pdxdmc! @oneill_colin / @amandabernard
  94. 94. #pdxdmc! @oneill_colin / @amandabernard
  95. 95. #pdxdmc! @oneill_colin / @amandabernardExperience is everything.
  96. 96. #pdxdmc! @oneill_colin / @amandabernardDigital is everything.
  97. 97. #pdxdmc! @oneill_colin / @amandabernardConnection is everything.
  98. 98. #pdxdmc! @oneill_colin / @amandabernardThank You!@oneill_colinconeill@isitedesign.com@amandabernardabernard@isitedesign.com

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