Darren Guarnaccia - The experience economy and customer outcomes - SUGCON
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The document discusses how companies are increasingly focusing on delivering outcomes for customers rather than just products. It notes that while companies and clients invest heavily in new technologies, customers really want outcomes, not just products. The document advocates that companies should aim to deliver the desired outcomes of their customers instead of just force-fitting products. It presents the idea of using an outcomes-based architecture and contextual information to better understand customers and shape experiences to meet their desired outcomes.
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Darren Guarnaccia - The experience economy and customer outcomes - SUGCON
- 1. Organized by the Community, for the Community. THE EXPERIENCE ECONOMY AND CUSTOMER OUTCOMES DarrenGuarnaccia
- 2. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 2
- 3. Organized by the Community, for the Community. Clients keep throwing technology at the problem SUGCON NORTH AMERICA 2015 3
- 4. Organized by the Community, for the Community. And new technology emerges every day SUGCON NORTH AMERICA 2015 4
- 5. Organized by the Community, for the Community. Everyone is chasing the dream of experience SUGCON NORTH AMERICA 2015 5
- 6. Organized by the Community, for the Community. …but people don’t want products, they want outcomes SUGCON NORTH AMERICA 2015 6
- 7. Organized by the Community, for the Community. But, companies still force fit products SUGCON NORTH AMERICA 2015 7
- 8. Organized by the Community, for the Community. What if companies delivered desired outcomes instead? SUGCON NORTH AMERICA 2015 8
- 9. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 9
- 10. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 10
- 11. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 11 When moms fill in their situation, they will find a personalized timeline adjusted to their moment in the mothers journey. All content is tagged and created for specific MOT’s within the mothers journey. Aligned digital goals
- 12. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 12 A journey backed by data An example of the xDB profile
- 13. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 13 Delivered omnichannel Responsive web
- 14. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 14 Delivered omnichannel Mobile app
- 15. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 15 Delivered omnichannel Events and DM
- 16. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 16 Delivered omnichannel Magic mirror recruitment tool
- 17. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 17 Delivered omnichannel Point of sale
- 18. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 18 Delivered omnichannel Vending machine
- 19. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 19 A cohesive experience
- 20. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 20 E-Commerce Commerce connect Results 2014: EUR 140,ooo 2015 : EUR 1.15 MIO 75% 140% Avg monthly growth: Avg. monthly growth rebuy:
- 21. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 21 Transformation of digital team and business Alignment BusinessObjectives towards online goals and online KPI’s > involving BrandTeams Business case (KPI’s) and ROI insights Prove how digital goals and online marketing campaigns drive strategic objectives Alignment with all the internal Nutricia stakeholders Better understanding of Sitecore 8 Experience Marketing capabilities
- 22. Organized by the Community, for the Community. So what’s wrong with experience? Have we jumped the shark? SUGCON NORTH AMERICA 2015 22
- 23. Organized by the Community, for the Community. Context and outcomes SUGCON NORTH AMERICA 2015 23 It’s time for a shift to context and journeys that lead to outcomes
- 24. Organized by the Community, for the Community. Outcomes architecture SUGCON NORTH AMERICA 2015 24 Engage companies to satisfy “I want. I need.” COMPANIES DELIVER OUTCOMES THATTRANSCEND PRODUCTS Product experience Digital product extensions Consumption content Contextual recommendatio n Interaction intelligence Consumption lifecycle Satisfied customers offer: • Loyalty • Greater share or wallet • Advocacy • Lower service cost Acquisition & support content Interaction Intelligence Context Company experience
- 25. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 25 Web is still the backbone Forrester Research Wave for Web Content Management Systems, 2015 “Web content management is a backbone of digital experience delivery”
- 26. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 26 All roads lead back to your web and mobile sites SEO/SEM Web & Mobile Campaigns Social Commerce Support … Email Display ads SMS/MMS Apps
- 27. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 27 Web and mobile experiences are a priority
- 28. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 28 If Content is king. Then Context is queen.
- 29. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 29 Websites Consumer Custom Content Commerce Contact Emails Social Posts Mobile Apps Call Center Sales Person Online form Socially engaged Call centers Branded stores Retail outlets Online stores Loyalty program Service support Help/Ho w-to Social listening Context surrounds consumers Sitecore uses this Contextual information to help you know your customer, in order to better shape the experience they have with your organization.
- 30. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 30 Context needs data
- 31. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 31 WIIFY
- 32. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 32 How will we get there?
- 33. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 33 Sitecore’s approach blends experience with data
- 34. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 34 Context marketing principles guiding roadmap Knowing your customer • Harnessing contextual information across channels Blending insights and decisions into execution and action • Automated marketing and real-time content optimization Moving beyond customer attraction and conversion • Integrated commerce into the experience
- 35. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 35 2Year Roadmap Sitecore Experience Platform Q4 2015 Sitecore XP 8.1 Mid 2016 Sitecore XP 8.X 2017 Sitecore XP 9 Sitecore Commerce Q1 2016 SCpb Commerce Server 8.1 SCpb Dynamics AX 8.1 Commerce Connect 8.1 Mid 2016 SCpb Commerce Server 8.x SCpb Dynamics AX 8.x Commerce Connect 8.x 2017 Evolution into market leading enterprise commerce platform Additions Early 2016 Email experience 2016 Additional connectors 2017 Additional marketing foundations
- 36. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 36 Our journey to CXM excellence V7 Content Foundation THE PREFERRED TOOL FOR EXPERIENCE DEVELOPERS MARKETERS AND MERCHANDIZERS 7.1/7.2 UX Foundation V7.5 Data Foundation V8 Functional Foundation V8.x+ Excellent user experiences Connected & Integrated Foundation
- 37. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 37 Sitecore’s Experience Platform 8.x Functional Overview Web Experience Print Experience Experience Analytics Experience Content Manager Experience Profile Experience Optimization Email Experience Commerce Experience Ad Tech Experience Social Experience Segmentation (List Manager) Marketing Apps Federated Experience Experience Automation APPLICATIONS Content Marketing UI FOUNDATION CONNECT CRM & Mktg DAM Commerce & PIM Customer Svc. Commerce Dynamics AX Retail Dynamics CRM + MDM Microsoft Technology Stack Parature 1st Party Connectors PIM TBD ADAM Software Sitecore Cloud Services on Microsoft Azure xConnect Generic BI and ERP PowerBI Office Connect SharePoint Office Authoring
- 38. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 38 Sitecore 8.1 improvements
- 39. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 SM 40SUGCON NORTH AMERICA 2015 THANKYOUTO OUR SPONSORS!
- 40. Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 THANKYOU SUGCON NORTH AMERICA 2015 41