The document discusses the significance of customer experience (CX) and the existing gap between leaders' perceptions of their CX and customers' actual experiences. It emphasizes the need for organizations to adopt a 'response agility' approach to meet customer demands and innovate while detailing the components necessary for operationalizing this model, including purpose, people, product, process, and platform. The text further highlights the importance of design systems as essential tools in enhancing customer engagement and delivering value.

1. CLOSING THE CX GAP:
MOVING TOWARDS ‘RESPONSE
AGILITY’

2. Speakers
Anton Morrison
Vice President
User Experience and Design
Appnovation
John Mozayani
Vice President
Technology
Appnovation
David Aponovich
Sr. Director Product Marketing
Acquia

3. 94%
Customer
Satisfaction
Rating
Leveraging
Drupal,
the Largest
Open Source
Community
3,500+
customers,
including
1,800
enterprises
30+
Fortune 100
customers
900+
Employees
Global
Partner
Program
GDPR
Ready
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.
THE OPEN SOURCE DIGITAL
EXPERIENCE COMPANY
MEET ACQUIA

5. The Americas
Global HQ:
Vancouver, Canada
Europe
Regional HQ:
London, UK
Asia-Pacific
Regional HQ:
Hong Kong, China
A global, full-service, digital consultancy
Helping organizations realize their digital possibility.
17
Global
Offices
300+
Employees
10+ yrs
Acquia Preferred
Partner

6. Audience Poll
What is your role
in the customer
experience
ecosystem?

7. CX
CX is designing for the entire
journey, not for a single
interaction.

8. CX is designing for the entire
journey, not for a single
interaction.
UX
CX
Designing a single
experience is no longer
enough.

9. UX
CX
Design a consistent
experience regardless
of where digital starts,
continues or ends.
Designing for the entire
journey, not for a single
interaction.
Designing a single
experience is no longer
enough.

10. Audience Poll
How would you
rate your overall
customer
experience?

11. 7 out of 10 leaders believe they offer
superior customer experiences

12. 1 out of 10 customers agree
7 out of 10 leaders believe they offer
superior customer experiences

13. 1 out of 10 customers agree
7 out of 10 leaders believe they offer
superior customer experiences
There is a real customer experience gap.

14. There is a real customer experience gap.
And it’s costing business a lot of money.

15. There is a real customer experience gap.
And it’s costing business a lot of money.
1% on the CX scale = x 65,000,000

16. understanding the cause
What’s causing
this change?

17. Business models are shifting
The power
has shifted
to consumers.

18. The old process is struggling...

19. Spending
Money
The old process is struggling...
Building
Products
Driving
Transactions

20. Spending
Money
The old process is struggling...
Building
Products
Driving
Transactions
And customers are demanding more.

21. Spending
Money
The old process is struggling...
Building
Products
Driving
Transactions
And customers are demanding more.
Innovation >
Production
Building
Real Value
Driving
Relationships

22. They expect us to respond to:

23. They expect us to respond to:
Trends
Demands
Insights Requests
Failures

24. They expect us to respond to:
Trends
Demands
Insights Requests
Failures
So what’s preventing us from doing this?

25. Fast is the new normal
Responding
with agility.

26. The experience
consumers expect
The experience
consumers get
VS

27. Companies are already
winning with this strategy
channels
experience
customer

28. Yes, it’s the ones you
would expect.

29. Yes, it’s the ones you
would expect.
And a whole lot more
you wouldn’t.

30. From concept to execution
How do we
operationalize
this new model?

31. Purpose People Product Process Platform
The 10,000 ft. view of the business.

32. Purpose People Product Process Platform
The 10,000 ft. view of the business.
Customer

33. Purpose People Product Process Platform
LINE OF VISIBILITY
The 10,000 ft. view of the business.
Customer

34. The 10,000 ft. view of the business.
Customer
Purpose People Product Process Platform
LINE OF VISIBILITY

35. Purpose People Product Process Platform
The 10,000 ft. view of the business.
Customer
LINE OF VISIBILITY
DESIGN SYSTEM
DESIGN SYSTEM

36. Understanding design systems
So what is a
Design System?

37. The Idea Behind Design Systems
This is NOT a
design system.

38. The Idea Behind Design Systems
Design systems
are more than the
sum of their parts.
Purpose People Product Process Platform

39. Purpose
Unify the team
around the north-
star objective.
Why are we doing this?

40. Purpose People
Build bridges for
higher efficient
teams.
Who will do this?

41. Purpose People Product
Improve quality
and exceed
customer
expectations.
What are we delivering

42. Purpose People Product Process
Innovating the
way we build
products
How will we do this?

43. Purpose People Product Process Platform
Platforms that are
built to scale with
needs.
What is enabling us?

44. Purpose People Product Process Platform
Design systems are
the lens by which
customers see us.
How does this look from the customer perspective?

45. So where does the design system fit?
As part of the entire business.
Purpose People Product Process Platform
Customer
LINE OF VISIBILITY
DESIGN SYSTEM
DESIGN SYSTEM

46. John Mozayani
VP - Technology
john.mozayani@appnovation.com
Anton Morrison
VP - User Experience and Design
antonm@appnovation.com
Let’s keep in touch

47. Thank you for joining!
Questions?
Email: marketing@theacquiateam.com
Email: contact@appnovation.com
Phone: (646) 757 1545

49. OLD SLIDES

50. THE CUSTOMER EXPERIENCE GAP IS REAL
Leaders who believe they
offer superior CX
Customers that agree
72%

51. THE CUSTOMER EXPERIENCE GAP IS REAL
Leaders who believe they
offer superior CX
Customers that agree
72% 8%

52. THIS IS COSTING BUSINESSES A LOT OF MONEY
$65M1 pt.

53. THE REALITY OF OUR BUSINESS HAS CHANGED

54. RECOGNIZE THE OLD WORLD?
Spending
Money
Delivering
Products
Build
Traps

55. THE NEW WORLD IS CUSTOMER-CENTRIC
Innovation
Perfection
Delivering
Value
Build
Relationships

56. IT’S TIME TO BE ‘RESPONSE AGILE’
Responding to:
Trends Demands Requests
Failures Insights

57. WHAT’S PREVENTING US
FROM DELIVERING IN
THIS NEW WORLD?

58. FAST IS THE NEW NORMAL.

60. WE NEED TO CHANGE HOW WE OPERATE
channels
experience
customer
comms
channels
purchasing
customers
events

61. WHO’S ALREADY
DOING THIS WELL?

62. IT’S NOT JUST FACEBOOK AND AMAZON

63. PURPOSE – WHY ARE WE DOING THIS?
Unify purpose

64. PEOPLE - WHO WILL DO THIS?
Build bridges

65. PRODUCT - WHAT ARE WE DELIVERING?
Improve quality

66. PROCESS - HOW WILL WE DO THIS?
Accelerate process

67. PLATFORMS - WHAT IS ENABLING US?
Allow scaling

68. 10,000 FT. VIEW OF OUR BUSINESS
Purpose
People
Product
Process
Platforms

69. 10,000 FT. VIEW OF OUR BUSINESS
Purpose
People
Product
Process
Platforms
Customer

70. 10,000 FT. VIEW OF OUR BUSINESS
Purpose
People
Product
Process
Platforms
Customer
Line of Visibility

71. 10,000 FT. VIEW OF OUR BUSINESS
Purpose
People
Product
Process
Platforms
Customer
Line of Visibility Design System

72. HOW DOES THE NEW
MODEL
OPERATIONALIZE?

73. Purpose People Product Process Platform
CUSTOMER PERSPECTIVE
So where does the design system fit?
DESIGN SYSTEM?

74. So how do we go from a
concept

75. to execution?
So how do we go from
concept