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Digital experience
- 1. FLY TO THE DIGITAL EXPERIENCE SABRINA BALDONI
- 2. Total population WORLD IS GOING TO DIGITAL +10%SINCE JAN 2016 GROWTH IN THE NUMBER OF ACTIVE INTERNET USERS +10%SINCE JAN 2016 GROWTH IN THE NUMBER OF ACTIVE SOCIAL MEDIA USERS +4%SINCE JAN 2016 GROWTH IN THE NUMBER OF UNIQUE MOBILE USERS +17%SINCE JAN 2016 GROWTH IN THE NUMBER OF ACTIVE MOBILE SOCIAL USERS 7.39 5 Billio n
- 4. ARE YOU READY TO LET’S SEE THE STOPS TO DIGITAL
- 5. stop ‣ Meet–and exceed–changing customer expectations across and through multiple, rapidly increasing digital channels and touchpoints. ‣ Enable business users to meet market expectations faster than today. Improve user experience
- 6. TEXT CUSTOMER EXPERIENCE ▸Connect anytime, anywhere ▸Online self-service and information ▸Access any content and service 01 STOP
- 7. TEXT01 STOP EMPOWER BUSINESS USERS ‣ Intuitive online authoring and management tools ‣ Optimize online experience ‣ Minimum IT involvement
- 8. stop ‣ In times where there’s an information overload and technology has become smarter, there is no excuse any more to communicate with people in ways we would never do between two human persons: digital experiences need to become really personal and relevant. Personalized experience
- 9. TEXT ▸Identify the right content to drive the customer engagement ▸Have a 360o customer profile view ▸Manage dynamic content 02 STOP PERSONALIZED EXPERIENCE
- 10. stop ‣ Social capabilities have become pervasive and changed customers’ expectations for the online experience. BE SOCIAL, BE ENGAGED
- 11. TEXT ▸Be part of a community, of a brand ▸Share and post comments and reviews ▸Increase fidelity across social networks 03 STOP BE SOCIAL, BE ENGAGED
- 12. stop Insights is a closed-loop stop that delivers a comprehensive, real-time big picture view of what's happening on your website, both front-end and back- end context. It enables to meet the business goals. GET INSIGHTS
- 13. TEXT 04 STOP GET INSIGHTS ▸Set business goals ▸Merge data coming from web with those coming from other data sources ▸Optimize performances ▸Re-set business goals
Editor's Notes
- Welcome onboard, this is the flight to, I’m Sabrina Baldoni, and I’m here to assist you For your safety, please fasten your seat belt and prepare for take-off please.
- This is where things get fuzzy for many because the “experience” in digital experience is the customer experience. While the “digital” part is easy to figure out, the “customer” part is still a bit unclear. That’s because digital experience strategy isn’t an IT-driven initiative; it’s a customer-needs driven initiative. There’s a huge difference between simply using digital technology and actually leveraging it to improve customer experiences and better address customer needs. Your digital experience strategy will help you define how to meet–and exceed–changing customer expectations across and through multiple, rapidly increasing digital channels and touchpoints. It must be the basis for consistently integrating the digital experience into your products, services, and interactions across your entire organization.
- Manage traditional and mobile websites from the same business user interface Reuse content and layouts from the traditional web presence Easily optimize for thousands of mobile device types Enable location-based services Offer comprehensive video and rich media support Priority number one is to provide Seamless Customer Experiences.
- you can empower marketers and other line of business users to manage the online experience with a minimum of IT involvement. Gone are the days of long lead times and IT bottlenecks for routine site updates or the launch of campaigns. By enabling marketers and other line-of-business teams with intuitive online authoring and management tools that simplify the creation, management, moderation and optimization of the online experience, reliance on IT for day-to-day site management activities can be reduced thereby empowering the business to deliver more effectively on online customer experience initiatives. As marketers and other LOB users take greater control of managing the web experience, customers have seen the lead time for new online campaigns shrink from months or weeks down to a matter of days and routine site updates can be made in a matter of minutes without having to secure a developer resource to execute them.
- Delivering a one-size-fits-all online customer experience is no longer acceptable or particularly effective in today’s world. Today’s savvy customers expect you to know who they are and to understand their preferences, behavior and relationship with your brand. Not only do they expect you to know about them, but they also expect you to demonstrate this knowledge across all their touch points with your brand in a consistent and compelling fashion whether it be on the traditional web or via mobile or social channels. Delivering the personalized online experiences that customers crave can have tremendous business benefits. More relevant and personalized online experiences boost the effectiveness of online marketing initiatives. In fact, the statistics bear this out. Personalized web experiences can help increase online conversion rates by 70% -- that’s a huge number. And more than three quarters of consumers indicate that they’ve made additional online purchases based on personalized product recommendations. Priority number two is to provide Tailored Experiences.
- WebCenter enables you to: Personalize the experience from the moment a customer hits your site Create rules to define customer segments based upon set criteria: Implicit (i.e. IP address, search result referrals) Explicit (i.e. user log-in, prior site history) Assign recommendations to target content to defined segments Enables granular targeting based on membership in multiple segments campaign social info CRM
- Social capabilities have become pervasive and changed customers’ expectations for the online experience. The day’s of one-directional communication with customers are at an end. Today’s customers expect to engage in a dialogue with your brand and the community surrounding it in an interactive and social way. In fact, customers who engage with brands via social media tend to spend more that customers who don’t, between 20% and 40% more. And your customers are also increasingly influenced by their social networks too – 40% of consumers say they factor in Facebook recommendations when making purchasing decisions. This means a few different things for today’s businesses. Incorporating forms of social interaction such as commenting or reviews into the online customer experience are crucial. Also important is tightly integrating your online experience with your customers’ social networking experiences as well.
- It’s no secret that the online experience has been completely transformed by social computing. Increasingly, customers are looking to interact with your brand socially and to share their experiences with their extended social networks. For organizations, this creates a host of challenges. Businesses need to incorporate social computing capabilities into their online presence in order to create an interactive experience that helps build community engagement. But at the same time, they must take care to assert a level of control that safeguards brand integrity. So what are some of things you need to consider?
- Insights provides valuable assessment of the effectiveness of marketing initiatives, merging A/B testing outcomes, content contributor activity, visitor browsing and interaction habits (including ad consumption), and visitor attribute data.
- Fine&tuning