This document discusses moving from web content management to customer experience management. It emphasizes that companies that delight customers are more successful. It notes benefits of positive customer experiences and discusses transforming organizations to focus on customer experience quality over time. The document also discusses "experience hacking", ensuring digital experience readiness through various competencies, and using a framework called AIM (Align, Imagine, Map) to align business and customer goals, imagine new experiences through ideation and co-creation, and map the future state experience and roadmap.

1. Beyond Websites: The Road to Delight
in the Age of the Customer
Digital Pulse - October 17, 2013
Jeff Cram @jeffcram
Co-founder ISITE Design
Publisher, CMS Myth

3. Digital Pulse - October 17, 2013
Jeff Cram @jeffcram
Co-founder ISITE Design
Publisher, CMS Myth

4. http://research.isitedesign.com/cms-wisdom-report/

9. “The Transition from Web Content
Management to Customer
Experience Management”

10. We believe
Companies that are loved, win

11. We believe
Delight isn’t just a tagline.
It’s the bottom line.

12. Benefits of positive experiences

18. http://www.latimes.com/business/la-fi-silicon-valley-delight-20130510-dto,0,3670133.htmlstory

19. “Yes, delight. A squishy, subjective, hard-to-pin-down term.
So daringly unquantifiable, so proudly immeasurable. And
now, suddenly, all the rage in data-driven Silicon Valley.”
“In the surest sign that delight may be on the cusp of morphing
from insurgent idea to overused buzzword, Microsoft and Dell
have embraced it. It's the corporate equivalent of parents joining
Facebook, making it instantly uncool.”
“Hold the eye rolls, however, because underneath its trendiness
and the suspicion that it's just some new marketing babble, the
talk of delight signals a radical shift in the way Silicon Valley
creates products.”

20. Back to Reality
Back to Reality (and it can bite)

21. We believe
Your Website is not a Project

22. “Insanity is redesigning a
website over and over
again but expecting
different results”

23. Death by Redesign
http://beantin.se/post/9332513675/complete-website-redesign-avoid-gora-om-webbplats

24. Death by RFP

25. Death by Demo

26. Customer-focused transformation
Customer experience quality
Sustain
cultural change
Transform
the organization
Improve
today’s experience
Time

27. Experience hacking

28. Customer-focused transformation
Customer experience quality
Sustain
cultural change
Transform
the organization
Improve
today’s experience
Time
Source: Forrester Research

29. Are you DX Ready?

30. Digital Experience Readiness
Competency
What is it?
Vision
A well communicated short and long term vision
for the role of digital and experience
Culture & Governance
The right roles on the team to achieve your goals
with a written governance model
Customer Insight
Active programs to gather customer data and well
understood personas to design from
Content
An internal owner for content and an ongoing
program to plan, manage and deliver it
Technology
Technology systems and roadmap that can
deliver on the short and medium term needs
of the organization
Operations
An operational model for executing ongoing
projects across the organization
Data & Optimization
A data-driven continuous improvement program
that yields ongoing lift and learnings.
Grade

31. Business
Social
Experience
Brand
Technology
Search
Brand
Digital Strategy
Website
Content
Analytics
E-mail
Community
Marketing

32. Business
Social
Experience
Brand
Technology
Search
Brand
Digital Experience Strategy
Website
Content
Analytics
E-mail
Community
Marketing

33. AIM
TM
Digital Experience Framework

34. Four Keys to Organizational Readiness
• Ready to engage
– Organization has started planning and preparing for change with
existing research prepared to inform next steps.
• Senior leaders as active stakeholders
– Marketing, technology and executive leaders are bought into the idea of
digital transformation.
• Access to customers and data
– Ready to collaborate to better understand the voice of the customer and
use real customers to inform strategy.
• Willing to co-create vision and strategy
– A willingness to participate in the process in order to co-create the
strategy and vision for the organization.

35. Align
Imagine
Map

36. Align
Imagine
Map
Business & Customer / Team & Culture
Journeys & Content / Process & Technology
Measurement

37. AIM: Align
Business
•
•
•
•
•
•
Goals & brand
Competition
Team & culture
Content
Technology
Success metrics
Customers
•
•
•
Brand perception
Needs & motives
Expectations

38. Align
Imagine
Map
Ideation / Touchpoint design / Co-creation

39. AIM: Imagine
Activities
•
•
•
Ideation
Touchpoint design
Co-creation
Artifacts
•
•
Opportunities
Prototype(s)

41. Pick that persona’s most important pain point

42. Document the surrounding customer journey
All of the steps the customer takes
receives
statement
in mail
throws
statement
on desk &
ignores
sees
charge
that looks
wrong
logs in
to website
tries to get
details
about
charge
calls
customer
service
talks
to CSR
All of the touchpoints the customer interacts with
envelope
paper
statement
mobile
phone
IVR
Twitter
tweets
in
frustration

43. Assess the relative importance of each touch point
Business
Benefit
Customer
Benefit
User Impact
Overall
Scale 1=low, 2=medium, 3=high

44. Assess the feasibility of each idea
Idea
Effort
Status
Clarity
Risk

47. “A tool used for experience design is
now an important input to strategy.”
~ Christine Chastain, R/GA

48. Align
Imagine
Map
Future State / Service Blueprint /
Roadmap

49. AIM: Map
Prioritizing the initiatives
Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”