Adobe's Mike Denning on Customer Experience Management


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  • Goal: communicate that legacy systems are embedded, hard to change and equally hard to use

    What is the problem with enterprise system architectures?

    Traditional enterprise software architectures were designed around the data model or transaction with usability by people an afterthought. They were designed and built through waterfall methods that deepened the divide between IT and the business…

    Years of trying to extend these systems with client server and even Web development have led to extremely high maintenance costs, as well as systems that are still not user friendly and difficult to change. Witness the very public CRM failures of the mid 90s or the more recent challenges of Web Portals.

    Interestingly enough, SOA became a mini industry as software vendors marketed and sold SOA as a new way to solve the problems created by system-centric architectures.

    We believe there’s a better approach…

  • We believe such applications represent a new class of enterprise solutions – customer experience management solutions. And these solutions will share four key elements:

    RIA: they will be rich apps in order to make complex workflows simple, across devices (mainly desktop & mobile)
    User-Centric: they will be efficiently built from the user interaction in, not from the system/database out
    Dynamic: they will have substantial dynamic content that is personalized/optimized and easily updated
    Social: they will enable people to connect with people in context as needed to complete transactions and provide service
  • Tell the CIO that these are the three trends that Adobe sees.

    Productivity: Customers have invested in their core application systems, and they're looking to extract more value out of that.

    Consumerization: Previous systems were made for an IT-centric world, but to get more productivity, we want to move toward a user-centric focus. They want the same situation in the professional environment as they see on social network sites and consumer software.

    Collaboration: Users want everything to be in the program, not having to go to a third-party messaging or VOIP application.
  • Modern enterprises must be able to deliver these experiences because customers expect to have them.

    They see the power of rich internet applications available from the cloud almost every day.
    They expect to be able to learn what other people think, get answers when they ask questions, and get help when they need it.
    And they expect to be able to use the web as an interaction hub from any device, from any location, any time then want.

  • You can use this data to help build a business case simply by saying, "If you can transition 10 percent of your in-store customer enrollment to online, how could you quantify the impact? " If they don’t have statistics then use these..

    We want to transition to serving people online. But as organizations have invested in the web-based channel, they're still having challenges in being able to close those transactions because if somebody comes to your web site to sign up, but that process isn't efficient, and they still transition to those higher-cost channels.

  • Birth of a New Generation of Enterprise Applications that is being driven by our customers (driven by customer needs & expectations- CIS)

    PNC Virtual Wallet created online tools to track and manage finances
    I3 Cube developed first fully integrated trial management app (communications, project data, and site management combined)
    Cisco developed the Cisco Intelligence Platform for maximizing the value of the network (highly visual Flash-based models for monitoring the network)
    Morgan Stanley Matrix helps the bank reach clients more easily through compelling data mash-ups (video/audio, etc) for real-time trading management

    66% lower cost to acquire customers online
    73% of enterprises find online-acquired customers have a lower cost to serve1
    94% of accounts opened in person/by phone2
    90% of online users have problems completing internet business transactions3

    Forrester. December 2008
    Tower Group, 2008.
    IDC: Financial Insights, October 2008

  • Adobe's Mike Denning on Customer Experience Management

    1. 1. Mike Denning Solution Architect – Senior Systems Engineer Adobe
    2. 2. Customer Experience Management Mike Denning - Solution Architect
    3. 3. Enterprise software is failing. YOU ARE HERE
    4. 4. Investing in the New Customer Experience Management Category RIAs | User-Centric | Dynamic | Social
    5. 5. Current state of Enterprise Systems & User Expectations Consumerisation Users expect more from their enterprise applications Collaboration Connecting people in the context of business processes Productivity Line of business and IT departments expect shorter development times and the ability to customize, adapt and maintain
    6. 6. Customers Expect Great Experiences - Global Enterprises Must Deliver Social ComputingWeb 2.0 Multi-Screen
    7. 7. Why Invest in Improving Customer Experience Management? • Online customer acquisitions cost an average of $51, while phone acquisitions cost $177 and in-store acquisitions cost $182 1 • 73% of enterprises claim that online-acquired customers have a lower cost to serve 1 • Customers still open 94% of new accounts in person or over the phone 2 • 90% of online users have problems completing internet business transactions 3 – 82% are unwilling to accept lower levels of customer service online – 40% of the problems online users had involved error messages 1. Le Clair, Craig. In Good Times and Bad, Document-Centric Web Transactions Lower Costs and Improve Experience. Forrester. December 2008 2. Tower Group Massey, Karen. Results from the 2008 U.S. Consumer Channel Preference Survey: Branch is King. 3. IDC: Financial Insights, October 2008
    8. 8. A New Generation of Digital Experiences Enable customers to better serve themselves (and others) Enable front-line employees to better serve their customers
    9. 9. REACH OPTIMIZEEXPERIENCE Where customers can interact, you can transact Measure and respond to customer preferences Many contexts, one unified experience …leveraging our Customer-Centric Advantages