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A Modern Digital Experience Platform

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A Phase2 Drupalcon thought leadership event

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A Modern Digital Experience Platform

  1. 1. A Modern Digital Experience Platform: Create the experience, deliver the results.
  2. 2. Speakers: 2 Frank Febbraro CTO Mike Mangi Director of Digital Strategy Chris Boom Director of Engineering
  3. 3. THE EVOLVING LANDSCAPE 3
  4. 4. Changing Expectations Customer Experience (CX) expectations are driving channel explosion Audiences want to engage with brands on the channels they already use CX is forcing Digital Transformation within organizations of all industries 4
  5. 5. 5 The CX Gap 81% 37% vsA recent eConsultancy report indicated that 81% of consumer brands believe they have a holistic view of their customers. Conversely, only 37% of consumers feel that they are actually understood by their favorite brands.
  6. 6. 6 Customer Behavior Changes Customer Interaction 61% think that chatbots allow for faster resolution for customer service answers. Source: Aspect Software Study 61%
  7. 7. 7 Customer Behavior Changes Relationship to Brand & Technology Almost 3⁄4 of regular voice technology users believe brands should have unique voices and personalities for their apps. Source: SONARTM, J. Walter Thompson's proprietary in-house research tool 3 of 4
  8. 8. Responding To The Market Unified view of the customer is essential regardless of numerous technology platforms Digital investments are needed to keep brands flexible and empowered to engage seamlessly across all channels We’re working with our clients to build digital experience platforms to achieve their engagement goals and meet audience needs 8
  9. 9. Evolution of Drupal and its role in the tech stack 9
  10. 10. How can you be competitive? » Seamless and personalized experience across channels » An efficient and flexible ecosystem that ties all information together » Owning the Customer Experience and not being limited by platform / technology 10
  11. 11. What does a competitive digital experience look like? 11
  12. 12. 12
  13. 13. 13 Knowing Your Customer
  14. 14. 14 Personas
  15. 15. 15 Journey Map
  16. 16. 16 What does an Omnichannel Customer Journey look like?
  17. 17. Awareness Research & Consideration Selection Conversion Engagement Looks at options on the market Potential customer has a need Account creation, Purchase, Subscription Trial-period Repeat usage/ purchase, Feedback, Sharing ● ●ACQUISITION / CONVERSION
  18. 18. Issue Troubleshoot Seek-help Resolution Engagement Encounter issue with product or service DIY fix, Check out FAQ, Search for solutions online Reach out to customer service Issue resolved Post solution, Sharing positive experience ● ●CUSTOMER SERVICE
  19. 19. EMPLOYEE ONBOARDING New Hire Access Training Advancement Engagement Welcome, Introductions Accounts configured HR, Processes, Systems Client work, Advanced trainings Mentoring, Managing teams ● ●
  20. 20. THE NEXT STEP: CUSTOMER JOURNEY ORCHESTRATION 20
  21. 21. Real-time Customer Journey Orchestration 2121
  22. 22. Measurement at each step of the journey 22
  23. 23. Creating Customer-cent Experiences: CUSTOMER JOURNEY BASED MARKETING » Real-time action » Campaigns inform journey but not the main driver » Journey’s are optimized to help customer achieve the customer’s goal » More complex dialogues based on real-time data vs. suggested call to actions 2323 CAMPAIGN BASED MARKETING » Batch oriented » Segmentation based on historical behavior » Campaigns historically optimized for response, signup, buying, etc. are tied to one discrete action EX. welcome email, notifications, etc. & Creating Customer-Centric Experiences:
  24. 24. CHALLENGES 24
  25. 25. CHANNELS THE TECHNICAL CHALLENGE
  26. 26. Multiple tools that need to work together 26
  27. 27. Teams Involved Marketing 27 IT HR Community Management / Customer Support In-store operations Revenue / Finance
  28. 28. How can you converge your systems into an integrated solution to deliver a seamless cross-channel experience? 28
  29. 29. DIGITAL EXPERIENCE DELIVERY APPROACHES 29
  30. 30. Highly integrated external design system implementation into a central CMS 30 1
  31. 31. Pinterest » Pattern Lab integration for structured Atomic Design principles » Design system within standalone Pattern Lab instance » Design system shared across multiple Drupal AND Grav themes
  32. 32. Decoupled Drupal as “content infrastructure” 32 2
  33. 33. Weight Watchers » React Native Web frontend » Drupal 8 “CMS API”: content and metadata only » Myriad microservices » GraphQL middle-layer for unified data model between all systems » Shared design system via Storybook
  34. 34. Hybrid / Progressively Decoupled 34 3
  35. 35. Major League Soccer » Drupal CMS » React scoreboard components » GraphQL service to aggregate and shape myriad data required 3535 bit.ly/2GSmspf
  36. 36. LET’S TALK ABOUT THE MIDDLE LAYER 36
  37. 37. GraphQL » Defacto leader in connecting many frontends to many backends » A query language for APIs: describe the data within your APIs and how to retrieve it » Client applications retrieve just the data they need, nothing more » Combine resources into a single request: stitch myriad APIs into shaped responses » “Strongly typed” system builds clear understanding of WHAT can be retrieved and how 37
  38. 38. Launching your API » Standard server / service based hosting » PaaS providers (Acquia, Platform, Heroku, etc) » Kubernetes / Docker containers » Serverless » AWS Lambda / API Gateway » Google Cloud Functions / Endpoints » Azure Functions / API Apps » BaaS (backend as a service) » AWS AppSync » Firebase 38
  39. 39. WHAT CAN I DO TO GET STARTED? 39
  40. 40. 40 Where to Start The No Fail Guide to Digital Customer Experience Investment WHITE PAPER
  41. 41. Digital Experience Platform Worksheet 41
  42. 42. DISCUSSION 42

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