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Roll Your Own Customer Experience Platform By Cleve Gibbon


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From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Rolling Your Own Customer Experience Platform. PRESENTATION: Rolling Your Own Customer Experience Platform - Given by Cleve Gibbon - @cognifide - Chief Marketing Technology Officer - Cognifide. #MarTech DAY1

Published in: Marketing

Roll Your Own Customer Experience Platform By Cleve Gibbon

  1. 1. Roll your own customer experience platform Cleve Gibbon (@cleveg) CMTO, Cognifide
  2. 2. An Experience Management Consultancy Powering Digital Transformation An Experience Management Consultancy Powering Digital Transformation Creating, Managing and Optimising Measurable Digital Experiences • 250+ Engineers & Consultants • New York, London, Poznań • Part of the WPP Network Roll your own CxM Platform
  3. 3. Why 2 minutes Roll your own CxM Platform in 25 minutes What 13 minutes How 10 minutes
  4. 4. Customer experience management (CxM) platforms are technology enablers within wider digital transformation programmes. They enable brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement. However, your own CxM platform must be assembled to satisfy your brand- specific needs. That involves buying new, building for, bridging between and burning existing marketing technologies. How do you approach that challenge? What does "good" look like? How do you incentivise adoption? What works well? What should be avoided? In this session, Cleve will share lessons learned from delivering CxM platforms for major brands. He'll provide practical and pragmatic advice using concrete examples spanning the financial, media, news and entertainment, healthcare and insurance sectors. What I promised. …design principles? …are design principles? …do you apply design principles? Why How What
  5. 5. Why do we need design principles? So the basics become basic.
  6. 6. Why do we need design principles, to roll your own CXM Platform(s)? So the basics become basic.
  7. 7. What is a design principle? Accepted Actionable Advice.
  8. 8. Design Principle. Accepted: What do we believe. Advice: What do we advise. Action: What do we do.
  9. 9. And so on.. consider Evaluate Buy Experience UserChannelsenterprise Customer Journey Print Web Mobile Signage IT Agency/ Partner CX Steps Storytell. Accepted: Every platform needs a story. Advice: The connected customer journeys are the story. Action: Design, Document and disseminate customer journeys, then build them.
  10. 10. Capabilities. Accepted: Features are Frenemies. Advice: Make Capabilities Fungible. Action: Find your unit of measurement for each core capability, then measure.
  11. 11. Decouple. Accepted: Every platform has assets. Advice: Separate the production of assets from the underlying platform. Action: Use standards, guidelines and APIs to enforce separation.
  12. 12. Architect. Accepted: Good architecture manages structural complexity. Advice: Start with Technology agnostic capability based architectures. Action: Model fungible capabilities and their inter-relationships, before mapping onto underlying technology solutions.
  13. 13. govern. Accepted: Good Governance manages Behavioural complexity. Advice: Use Governance for devolved and accelerated decision making. Action: Design Governance Frameworks to: (1)  Assign ownership (2)  Align on Policy & Standards
  14. 14. Creative Production. Accepted: Marketing is risk tolerant. Advice: Enable creative production. Action: Platforms must enable agencies to control both Content and the UX to free them create without compromise.
  15. 15. Technical Production. Accepted: IT is risk adverse. Advice: Manage the platform as a product. Action: Give it owner, with executive blessing, develop a product roadmap, and apply lean and agile principles.
  16. 16. Orchestrate. Accepted: Stacks and platforms need owners. Advice: Brands should own their technology from the get go. Action: Map out platform capabilities, skills, resources and grow internal competencies to orchestrate design, delivery and deployment.
  17. 17. Connect. Accepted: Integrate is NOT the same Interoperate. Advice: Make conscious decisions between the two. Action: when mapping technology onto capabilities, focus your attentions on those integrated capabilities.
  18. 18. level of dissatisfaction clarity of new vision pathway to changeX < loss making change X Change. Accepted: The only constant is change. Advice: Apply design thinking to make change transparent. Action: Use the change equation. Design Thinking by Jeanne Liedtka
  19. 19. EVOLVE Accepted: It’s never one and done! Advice: Think Big, Start Small and co- create a roadmap to success. Action: Create a solution roadmap that overlays the pathway to change.
  20. 20. Customers. Accepted: Internal vs external. Advice: Deliver equally amazing experiences for both consumers and authors. Action: Design content production journeys and user interfaces to enhance the author experience.
  21. 21. Operate. Accepted: Build sustainable platforms. Advice: Design to operate (rather than launch), then build to last. Action: Define what success looks like for launch + 100 days. No campaign survives first contact with real customers
  22. 22. Improve. Accepted: You cannot manage what you cannot measure. Advice: Tie platform benefits back to business benefits. Action: Benchmark current state, define KPIs, create dashboards and track business performance as benefits are realised.
  23. 23. Signal. Accepted: The marketing technology landscape is noisy. Advice: Step back from the technology noise, and find your capability- led signal. Action: map every technology against a fungible capability and drive platform decision making with facts and not feelings.
  24. 24. If technology is enabler for digital business… …why does Marketing often feel disabled with IT?
  25. 25. We still define Technology in cartoon terms where it is: Built by geniuses and Operated by idiots.
  26. 26. Experience is a Strategic Challenge User Experience 30% Technology 70% Technology 40% Content, Consumer & Author Experience 60% Focus on what makes you different – the experience.
  27. 27. Content UX Platform Agency Content Production System Integrator Technology Integration Agency Creative Production System Integrator Technical Production Enable Creativity without Compromise
  28. 28. PRODUCTION CORE PLATFORM Creative Production Systems of Engagement (Type 2) Platorm As A Product Systems of Record (Type 1) Bi-Modal
  29. 29. PRODUCTION CORE PLATFORM Decouple we need to Assets from the platform
  30. 30. •  Platform management •  Technical Production •  Risk averse PRODUCTION CORE PLATFORM •  Continuous experimentation •  Creative production •  Risk tolerant Systems of Engagement (Type 2) Systems of Record (Type 1) Bi-Modal
  31. 31. The global Digital Estate, enables storytellers to tell, the connected customer journey story. We need to proactively manage our global digital Estate.
  32. 32. Global Digital Estate
  33. 33. Capabilities Architect Govern Evolve
  34. 34. Advise. Deliver. Support. Images courtesy of