Connected Storytelling

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Speaker: Mike Davidson, Executive Creative Director at Capgemini in North America. With the right narrative, brands can speak to their consumers in ways that resonate and drive conversion. In this session, Capgemini DCX North America’s Executive Creative Director will explore trends and techniques to better connect the narratives from initial marketing efforts to a completed purchase. We'll also provide examples of who's using these techniques and how, so attendees can leverage it in a meaningful way.

Technology

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CONNECTED
STORYTELLING
Connected Storytelling from Marketing to
Checkout: UX Trends & Techniques

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© 2019 Lyons Consulting Group, a Capgemini Company
PRESENTER
MIKE DAVIDSON
Executive Creative Director
LYONSCG / CAPGEMINI

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CLIENT SERVICES EXPERIENCE DESIGN APPLICATION HOSTING DIGITAL MARKETING
DIGITAL STRATEGY COMMERCE IMPLEMENTATION COMMERCE SERVICES

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© 2019 Lyons Consulting Group, a Capgemini Company
MARKETING CHANNELS
EmailSocial PPCSearch
TAILORED EXPERIENCES
BlogLook Book
Product Line Testimonials
Ambassador
Usage Guides Product Detail
Article
Are you landing customers on the right page
with the right content experience?
Generic Browse
Generic Home
GENERIC

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© 2019 Lyons Consulting Group, a Capgemini Company
[Photo: Tim Davis/Patagonia]
MISSION
Patagonia is in business
to save our home planet
Founder of Patagonia
Yvon Chouinard

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Patagonia Content Templates
Product LineActivity Browse with
Enhanced Content
Blogs AmbassadorArticle
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Guided Selling
Product Video
Email: Hydro Series Home Category Browse Product Line Browse Product Detail
Shop Flow Journey

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Activity - Product Line: Surf
Activism / ProductsFeatured Product Line Values / Products Ambassadors

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Product Line Browse
Product Detail
Shop Flow Journey - Refined

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Home
Product Line Browse
Product Detail
Shop Flow Journey

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Product Detail Page
Email
Landing Pages
Swimming Suit Creator
Social Outfit Generator
Shop Flow Journey

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© 2019 Lyons Consulting Group, a Capgemini Company
#1 Connect marketing to relevant commerce
points
to reduce bounce rates and improve usability.
#2 Produce more tailored versions of content
with strategic content templates and streamlined workflows.
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© 2019 Lyons Consulting Group, a Capgemini Company
#1 Connect marketingtorelevant commercepoints
to reduce bounce rates and improve usability.
#2 Producemoretailoredversionsof content
with strategic content templates and streamlined workflows.

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© 2019 Lyons Consulting Group, a Capgemini Company
TIPS / QA
 Explore your content
design templates
 Map the journeys from
marketing touchpoints to
commerce landing pages
 AB test the journeys and
content design templates

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Email Product Line Browse Product Detail
Shop Flow Journey

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Social + Landing Page + PDP Set
Shop Flow Journey

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© 2019 Lyons Consulting Group, a Capgemini Company
SEO + Landing Page + PDP Set
Shop Flow Journey

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COVID-19 heightened chronic challenges within the global healthcare industry. It became a catalyst amid fierce competition and tight regulations for health providers and payers to focus on digital health, cybersecurity, patient data transparency, and a variety of customer-centric and operational enhancements. As a result, we found the 2022 trendline pointing to improvements in access and quality of care. Healthcare challenges such as optimizing the cost of care while simultaneously enabling personalized interventions and consumer-friendly shoppable services are long-standing − but, historically, the industry has been slow to react. Read our Top Trends 2022 report to examine the lingering ramifications of the pandemic, responses from medical and insurance organizations, and the worldwide impact of ever-changing regulatory standards and mandates.

Top P&C Insurance Trends 2022

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A combination of factors − the pandemic, catastrophic weather events, evolving policyholder expectations, and insurers’ drive for operational efficiency and future relevance − are sparking P&C industry changes. In a post-COVID, new-normal environment, the most strategic insurers are building resilient, crisis-proof enterprises poised to take advantage of emerging and future business opportunities. They are leveraging advanced data analytics and novel technologies to assure agility and achieve positive revenue and customer satisfaction outcomes. Competitive advantage will hinge on accelerated digitalization and faster go-to-market. Therefore, win-win partnerships and embedded services with InsurTechs and other ecosystem players are critical. Read Capgemini’s Top P&C Insurance Trends 2022 for a glimpse at the tactical and strategic initiatives carriers are undertaking to boost customer-centricity, product agility, intelligent processes, and an open ecosystem to ensure profitable growth and future-readiness.

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A combination of factors such as demographic changes, evolving consumer preferences, and desire to become operationally efficient were already spurring changes in the life insurance industry. Enter 2020 – the COVID-19 pandemic is having a significant impact on the industry. At the peak of disruption, the focus was on ensuring business continuity, but new initiatives are cropping up to tackle the challenges as the industry is adapting to the new normal. Furthermore, COVID-19 has acted as a catalyst, pushing life insurers to prioritize their efforts on improving customer centricity, developing go-to-market agility, making processes intelligent, building business resilience, and embracing the open ecosystem. Read our Life Insurance Top Trends 2021 report to explore the strategies insurers are adopting to manage the changing market dynamics.

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The uncertainty of 2020 is setting the global tone for the immediate future in the financial services industry. So it is no surprise banks are laser-focused on business resilience, emphasizing both financial and operational risks. The need to adapt quickly to new normal conditions through virtual customer engagement is clear. Customer centricity continues to drive commercial banks’ solution designs. And, the pandemic compelled products that deliver immediate client value ‒ quick digital onboarding, seamless lending, and support for small and medium-sized enterprises (SMEs). The onus is now on banks to go to market more quickly, which requires the implementation of intelligent processes and integrating corporates’ enterprise resource planning (ERP) systems with banking workflows. To achieve go-to-market agility, banks across the globe are investing in and collaborating with FinTechs. Many of these partnerships are focused on boosting digital lending and providing seamless support to anxious small-business clients in need of assurance. With newfound impetus for FinTech collaboration, commercial banks have picked up their step on the path toward OpenX. COVID-19 made it evident that survival during turbulence is manageable through collaboration with ecosystem players. Read our Top Trends in Commercial Banking 2021 report to explore the strategies banks are adapting to transform their businesses from a product-led, siloed model to an experiential and agile plan.

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Health Insurance Top Trends 2021

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A combination of factors, including demographic changes, evolving consumer preferences, and regulatory and compliance mandates, were already spurring change in the health insurance industry. Enter 2020 and the COVID-19 pandemic, which is having sweeping implications for the industry. At the peak of disruption, the focus was on ensuring business continuity, but new initiatives are cropping up to tackle the challenges as the industry adapts to the new normal. Furthermore, some changes are here to stay, and it will be prudent for the industry players to be resilient to the market shifts by being agile, improving member centricity, making processes intelligent, and embracing the open ecosystem. Read our Health Insurance Top Trends 2021 report to explore the strategies insurers are adopting to manage the external pressures.

Top Trends in Retail Banking: 2021

Capgemini

The banking industry’s resilience is being tested as banks navigate through a remarkable 2020 filled with uncertainties. The impact of COVID-19 has been about setting the tone for future operational models. Retail banks have shifted focus towards integrated risk management with a more holistic view of operational risks. Adapting to the new normal, banks have prioritized cost transformation while engaging customers virtually. Incumbents sought to be more responsible within fast-changing environmental conditions and ESG remained a critical focus. To provide more experiential services, banks are leveraging techniques such as segment-of-one to hyper-personalize offerings while aiming to humanize digital channels for increased engagement. Banks are also revamping middle and back offices, going beyond the front end leveraging intelligent processes. Open X is enabling banks to play on their strengths and use the expertise of ecosystem players. Going forward, banks are poised to become an enhanced one-stop shop by providing consumers value-adding FS and non-FS experiences. To acquire customers in cost-effective manner, retail banks are tapping value-based propositions ‒ such as POS financing and mortgage refinancing. Further, Banking-as-Service provides incumbents a way to provide their high-value offerings to other players. In preparation for the future, banks will be looking to improve their go-to-market agility by leveraging the benefits of cloud. This analysis outlines the top 10 trends in retail banking for 2021.

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Top Trends in Retail Banking: 2020

Capgemini

Financial services is undergoing a paradigm shift that is forcing incumbent retail banks to rethink growth strategies as they struggle to remain relevant. Growing competition from BigTechs, FinTech firms, and challenger banks has added to the complexity created by increasingly stringent regulatory and compliance requirements. Customers now expect a seamless customer journey and personalized offerings because they have become accustomed to top-notch individualized service from GAFA giants Google, Apple, Facebook, and Amazon. The changing ecosystem offers established banks new, unexplored opportunities and encourages a transition beyond traditional products to meet the exacting requirements of today’s customers. Bank collaboration with FinTech and RegTech partners is becoming commonplace. Incumbents are exploring point-of-sale financing and unsecured consumer lending, while they also boost their digital channel competencies to reach a broader customer base. Banks are beginning to accept open APIs and are working with third-party specialists to create an open shared marketplace. Technological advancements such as AI are fueling efforts to evolve customer onboarding and touchpoint processes. Increasingly, banks are turning to design thinking methodology to understand the customer journey, extract deep insights, and develop a more refined user experience across the customer lifecycle. Our analysis of the top retail banking trends for 2020 offers a glimpse into the fast-changing banking ecosystem and explores the tools and solutions being used to face new-age challenges.

Top Trends in Life Insurance: 2020

Capgemini

Aspects of the life insurance industry have remained constant for years – and so have premiums. Traditional savings products have taken a huge hit in terms of attractiveness because low interest-rates prevail. Meanwhile, the risk landscape is shifting, and insurers need to align better with the emerging business environment, manage changing customer preferences, and improve operational efficiencies. Within today’s scenario, industry players are undertaking tactical and strategic shifts in attempts to manage unpredictable market dynamics. Insurers must develop alternative products to breathe new life into policies and leverage emerging technologies (artificial intelligence (AI), analytics, and blockchain) to improve efficiency, agility, flexibility, and customer-centricity. Read Top Trends in Life Insurance: 2020 for a look at the innovative steps future-focused insurers are considering to meet industry challenges and opportunities.

Top Trends in Health Insurance: 2020

Capgemini

The health insurance industry is evolving and undergoing significant changes. As the risk landscape shifts, insurers are working to improve operational efficiencies, meet evolving customer preferences, and align better with the changing business environment. Accordingly, payers must adapt and align business models and offerings. An incisive tactical approach is required to accommodate members’ needs and related emerging risks — medical, health, and environmental. Advanced technologies such as artificial intelligence, analytics, automation, and connected devices are enabling insurers to manage these changes proactively, partner with members, and help to prevent risks, all the while continuing to fulfill payer responsibilities. Read Top Trends in Health Insurance: 2020 to learn which strategies insurers are adopting to navigate and align with today’s challenges.

Top Trends in Payments: 2020

Capgemini

Similar to other financial services domains, payments is evolving into an open ecosystem. The EU’s Payment Services Directive (PSD2) pioneered open banking by encouraging banks and established payments players to securely open the systems to foster competition, innovation, and more customer choices. In tandem with non-cash transaction growth, regulations are driving banks and payments firms to expand their array of payment methods and channels. Governments are encouraging financial inclusion by also promoting the adoption of non-cash payments. Increasingly, merchants and corporates seek to offer alternative payment systems because of widespread popularity among consumers. Alternative payments also enable merchants to provide real-time and cross-border payments to boost business efficiency. Banks, payment firms, card firms, BigTechs, FinTechs, and other players are continuously developing new technology to cash in on market changes. However, data breaches and fraud continue to hinder innovation as firms devote countless resources each year to address security issues. Many governments are also designing new regulations to reduce ecosystem threats. All these measures are expected to make the current ecosystem much more secure and simple for players as well as customers. Top Trends in Payments: 2020 explores and analyzes payments ecosystem initiatives and solutions for this year and beyond

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5. 6 © 2019 Lyons Consulting Group, a Capgemini Company MARKETING CHANNELS EmailSocial PPCSearch TAILORED EXPERIENCES BlogLook Book Product Line Testimonials Ambassador Usage Guides Product Detail Article Are you landing customers on the right page with the right content experience? Generic Browse Generic Home GENERIC

17. 20 © 2019 Lyons Consulting Group, a Capgemini Company #1 Connect marketing to relevant commerce points to reduce bounce rates and improve usability. #2 Produce more tailored versions of content with strategic content templates and streamlined workflows. 9 © 2019 Lyons Consulting Group, a Capgemini Company #1 Connect marketingtorelevant commercepoints to reduce bounce rates and improve usability. #2 Producemoretailoredversionsof content with strategic content templates and streamlined workflows.

18. 21 © 2019 Lyons Consulting Group, a Capgemini Company TIPS / QA  Explore your content design templates  Map the journeys from marketing touchpoints to commerce landing pages  AB test the journeys and content design templates

19. 22 © 2019 Lyons Consulting Group, a Capgemini Company CONTENT STRATEGY MISSION CONTENT DESIGN SYSTEM PEOPLE + TOOLS Collaboration & Governance • Facilitate storytelling across departments • Align disciplines to deliver more tailored, connected experiences Strategic Content Templates • A content design system provides the right content experience at the right moment Passion, Personalities and Brand Value • Build brand affinity • Deliver lifestyle benefits • Create enjoyment Topic Clusters & Storytelling • Build more content around fewer themes and connect the dots between touch points

Editor's Notes

LYONSCG is digital commerce agency with holistic services from strategy to implementation. Our design team is the most experienced SF Commerce Cloud team worldwide. We work across a board spectrum of verticals and brands. The commerce industry is more complex than ever and customer expectations are higher than ever. We work with our clients to create Design Roadmaps to prioritize their next steps. Personalization and enhanced content are two key areas we are focused on with our brands. And we’ll share some of our thoughts today. Let’s jump in. 60:
Brand AffinityBrand affinity describes consumers who believe a particular brand shares common values with them. These shared values help build a relationship which tends to retain loyal customers for longer. All brand purchases are a mixture of an emotional, rational and behavioral decision. When a customer feels an affinity to a brand, the emotional aspect is more likely to play a part in the decision.
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We know this story. We tell it with every ESP partner, and talk about the value of customer journeys. No matter how amazing our AM team is, they are never going to coach customers through what segment to target, how to drive them there, how to create a product launch, etc.
We know this story. We tell it with every ESP partner, and talk about the value of customer journeys. No matter how amazing our AM team is, they are never going to coach customers through what segment to target, how to drive them there, how to create a product launch, etc.

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