The document discusses creating a modern digital experience platform to deliver a seamless customer experience across channels. It highlights that customer expectations are driving the need for engagement on multiple channels. While most brands believe they understand customers, far fewer customers actually feel understood. The document then outlines key components of a digital experience platform, including understanding customers through personas and journey maps, orchestrating customer journeys in real-time, and using a middle layer like GraphQL to connect various systems and data sources. It discusses approaches like using Drupal as the CMS and integrating design systems, as well as challenges around integrating different technical systems to deliver omnichannel experiences.

1. A Modern Digital Experience
Platform:
Create the experience,
deliver the results.

2. Speakers:
2
Frank Febbraro
CTO
Mike Mangi
Director of Digital Strategy
Chris Boom
Director of Engineering

3. THE EVOLVING LANDSCAPE
3

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
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
Customer Behavior Changes
Customer Interaction
61% think that chatbots
allow for faster resolution
for customer service
answers.
Source: Aspect Software Study
61%

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. 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. Evolution of Drupal and its role in the tech stack
9

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. What does a competitive
digital experience
look like?
11

12. 12

13. 13
Knowing Your Customer

14. 14
Personas

15. 15
Journey Map

16. 16
What does an Omnichannel
Customer Journey
look like?

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. 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. EMPLOYEE ONBOARDING
New Hire Access Training Advancement Engagement
Welcome,
Introductions
Accounts
configured
HR,
Processes,
Systems
Client work,
Advanced
trainings
Mentoring,
Managing teams
●
●

20. THE NEXT STEP: CUSTOMER JOURNEY ORCHESTRATION
20

21. Real-time Customer Journey
Orchestration
2121

22. Measurement at each step of
the journey
22

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. CHALLENGES
24

25. CHANNELS
THE TECHNICAL CHALLENGE

26. Multiple tools that need to work together
26

27. Teams Involved
Marketing
27
IT HR Community
Management /
Customer Support
In-store
operations
Revenue / Finance

28. How can you converge your systems
into an integrated solution to deliver a
seamless cross-channel experience?
28

29. DIGITAL EXPERIENCE DELIVERY APPROACHES
29

30. Highly integrated external design system
implementation into a central CMS
30
1

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. Decoupled Drupal as “content infrastructure”
32
2

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. Hybrid / Progressively Decoupled
34
3

35. Major League Soccer
» Drupal CMS
» React scoreboard components
» GraphQL service to aggregate and shape myriad data required
3535
bit.ly/2GSmspf

36. LET’S TALK ABOUT THE MIDDLE LAYER
36

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. 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. WHAT CAN I DO TO GET STARTED?
39

40. 40
Where to Start
The No Fail Guide to Digital
Customer Experience
Investment
WHITE PAPER

41. Digital Experience Platform Worksheet
41

42. DISCUSSION
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