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Becoming an Experience Business
The document discusses how companies are becoming experience businesses and focusing on digital transformation and customer experiences. It notes that customer experience leaders significantly outperform the market and experience is increasingly important for companies. The document advocates for focusing on delivering personalized, consistent experiences across channels through streamlined content workflows and a connected digital platform.
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Becoming an Experience Business
- 1. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Becoming an experience business Jamie Brighton | Product & Industry Marketing, Adobe
- 2. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Digital has never been easier . . . or more difficult Explosion of touchpoints and rising expectations Flood of information from devices, servers and the cloud Companies racing to reinvent themselves
- 3. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Digital transformation Standout customer experiences drive business impact
- 4. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Source: Forrester,’s Customer Experience Index and Watermark Consulting, 2014 80% 70% 60% 50% 40% 30% 20% 10% 0% -10% Customer Experience Leaders 77.7% S&P 500 Index 51.5% Customer Experience Laggards -2.5% CumulativeTotalReturn Customer Experience Leaders Outperform the Market 7-Year Stock Performance Customer Leaders vs. Laggards vs. S&P 500 (2007- 2013) Customer Experience leaders make doing business with them easy and enjoyable and are effective at meeting needs of their customers Importance of experience
- 5. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential.
- 6. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Market trends & insights 4% 3% 5% 7% 7% 7% 8% 7% 16% 17% 19% 4% 3% 4% 6% 6% 6% 8% 9% 16% 16% 22% None of the above Location-based services that add place and time to the… Reaching and understanding mobile customers Internet of Things / connected devices Social marketing Video to increase brand engagement Cross-channel marketing Using marketing automation to increase efficiency and… Data-driven marketing that focuses on the individual Creating compelling content for digital experiences Optimising the customer experience Econsultancy / Adobe Quarterly Digital Intelligence Briefing Company respondents Agency respondents Which one area is the single most exciting opportunity for your organisation in 2016? 2% 3% 3% 2% 3% 3% 3% 3% 8% 5% 5% 5% 6% 5% 4% 3% 27% 22% 20% 16% 18% 19% 16% 14% 36% 40% 39% 44% 36% 35% 37% 33% 27% 30% 33% 33% 37% 38% 40% 47% Collaboration Process Technology Skills Data Culture Design Strategy Econsultancy / Adobe Quarterly Digital Intelligence Briefing 1 2 3 4 5 Please rank the importance of these elements of the customer experience from 1 to 5, where 5 is ‘most important to success’. CX is top of mind for marketers…. ...but it’s challenging to get right.
- 7. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. MAKE TECHNOLOGY TRANSPARENT KNOW ME & RESPECT ME DELIVER A GREAT EXPERIENCE SPEAK IN ONE VOICE Demands of a customer-centric strategy
- 8. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. What makes a great experience?
- 9. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 10. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Common platform for content authoring, personalisation and analytics 10 Experience Authoring Intuitive experience authoring Digital Asset Management Drag-and-drop digital assets from a central repository Personalization Rules-based targeting, A/B and MVT testing Audience Management Complete view of the customer Cross-channel Marketing Personalized cross- channel experiences Measuring Real-time measuring and performance reporting Improve Create Listen Enrich Promote Personalise
- 11. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Connected Experience: A true cross-channel experience PERSONAL, RELEVANT EXPERIENCE CONTENT WEB EMAIL MOBILE CALL CENTER SOCIAL TICKET COUNTER DIRECT MAIL Single View of Customer DIGITAL INTERACTIONS LOYALTY DATA ENTERPRISE DATA UPGRADE SEATS UPGRADE SEATS UPGRADE SEATS UPGRADE SEATS UPGRADE SEATS UPGRADE SEATS UPGRADE SEATS Cross-channel Marketing
- 12. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. SAS reaches new heights through a connected experience
- 13. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Requests of Rich Media Traffic Every Day (Dynamic Media server calls) 11+ Billion 76% Personalisation increases the need for more assets LOW ENGAGEMENT 71% Creating over TEN TIMES the assets today to support increasing channels 85% Under pressure to create assets and deliver more campaigns, more quickly SLOW TIME TO MARKET HIGHER COST & COMPLEXITY Personalised ContentProliferation of channelsContent Velocity Content Marketing: Marketers need to achieve Content Velocity
- 14. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Content Marketing: Implement a seamless experience from creative to delivery CREATIVE ASSET PRODUCTION Freelance creatives DIGITAL ASSET AUTHORING/ EDITING/DELIVERY Marketing DIGITAL ASSET COLLABORATION Agency/media team Creative pros Analysts Media planners & buyers ASSET DELIVERY/ FEEDBACK User Single content author tool accessible across the enterprise Integrated asset management Efficiently design, manage and deliver content across all digital channels & devices FEEDBACK PRESENTATION DELIVERY FEEDBACKAPPROVALFEEDBACK CMO Creatives Marketers Analysts
- 15. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential.
- 16. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. One streamlined workflow Build standout content for every device Track results and predict outcomes Dynamic content Responsive design Personalise and deliver consistently across channels Profile and context Orchestration Prediction and action Optimisation
- 17. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. EMPOWERING PEOPLE TO CREATE TRANSFORMING HOW BUSINESSES COMPETE Adobe’s vision for digital transformation
- 18. © 2016 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Digital foundation enables a platform for success 1 Connect the experience for customers across channels 2 Streamline content workflows to deliver content velocity 3 Becoming an experience business
- 19. © 2015 AdobeSystems Incorporated. All Rights Reserved. Adobe Confidential. Jamie Brighton jbrighto@adobe.com Twitter: @jamiebrighton LinkedIn: jamiebrighton Thank you!