Download to read offline
Uploaded byDarren Guarnaccia
SUGCON-ExpEconomy-PPv2
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 through an omnichannel experience backed by data and contextual understanding of customers. Sitecore's approach and roadmap are focused on helping companies achieve this through experience marketing capabilities that blend insights with execution across channels.
SUGCON-ExpEconomy-PPv2
- 1. Organized by theCommunity, for the Community. THE EXPERIENCE ECONOMY AND CUSTOMER OUTCOMES DarrenGuarnaccia
- 2. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 2
- 3. Organized by theCommunity, for the Community. Clients keep throwing technology at the problem SUGCON NORTH AMERICA 2015 3
- 4. Organized by theCommunity, for the Community. And new technology emerges every day SUGCON NORTH AMERICA 2015 4
- 5. Organized by theCommunity, for the Community. Everyone is chasing the dream of experience SUGCON NORTH AMERICA 2015 5
- 6. Organized by theCommunity, for the Community. …but people don’t want products, they want outcomes SUGCON NORTH AMERICA 2015 6
- 7. Organized by theCommunity, for the Community. But, companies still force fit products SUGCON NORTH AMERICA 2015 7
- 8. Organized by theCommunity, for the Community. What if companies delivered desired outcomes instead? SUGCON NORTH AMERICA 2015 8
- 9. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 9
- 10. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 10
- 11. Organized by theCommunity, 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 theCommunity, for the Community.SUGCON NORTH AMERICA 2015 12 A journey backed by data An example of the xDB profile
- 13. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 13 Delivered omnichannel Responsive web
- 14. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 14 Delivered omnichannel Mobile app
- 15. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 15 Delivered omnichannel Events and DM
- 16. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 16 Delivered omnichannel Magic mirror recruitment tool
- 17. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 17 Delivered omnichannel Point of sale
- 18. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 18 Delivered omnichannel Vending machine
- 19. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 19 A cohesive experience
- 20. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 20 E-Commerce Commerce connect Results Explosive 800%+ Growth YoY 75% 140% Avg monthly growth: Avg. monthly growth rebuy:
- 21. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 21 Transformation of digital team and business Alignment Business Objectives 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 theCommunity, for the Community. So what’s wrong with experience? Have we jumped the shark? SUGCON NORTH AMERICA 2015 22
- 23. Organized by theCommunity, 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 theCommunity, 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 theCommunity, 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 theCommunity, 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 theCommunity, for the Community.SUGCON NORTH AMERICA 2015 27 Web and mobile experiences are a priority
- 28. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 28 If Content is king. Then Context is queen.
- 29. Organized by theCommunity, 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 theCommunity, for the Community.SUGCON NORTH AMERICA 2015 30 Context needs data
- 31. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 31 WIIFY
- 32. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 32 How will we get there?
- 33. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 33 Sitecore’s approach blends experience with data
- 34. Organized by theCommunity, 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 theCommunity, for the Community.SUGCON NORTH AMERICA 2015 35 2Year Roadmap Sitecore Experience Platform Q4 2015 Sitecore XP 8.1 Mid 2016 SitecoreXP 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 theCommunity, 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 theCommunity, 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 theCommunity, for the Community.SUGCON NORTH AMERICA 2015 38 Sitecore 8.1 improvements
- 39. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 SM 39SUGCON NORTH AMERICA 2015 THANKYOUTO OUR SPONSORS!
- 40. Organized by theCommunity, for the Community.SUGCON NORTH AMERICA 2015 THANKYOU SUGCON NORTH AMERICA 2015 40
Editor's Notes
- #2 John Chambers, former CEO of Cisco warns that 40% of companies won’t exist in a meaningful way because of digital disruption.
- #3 "Forty percent of businesses in this room, unfortunately, will not exist in a meaningful way in 10 years," he told the 25,000 attendees "We had to tie together our silos, we had to change our culture, we had to lead by example," he said. Read more: http://www.businessinsider.com/chambers-40-of-companies-are-dying-2015-6#ixzz3kcFzHopV
- #4 In an effort to keep up, many of our clients are throwing more and more technology at the problem to keep pace
- #5 And it’s only making things worse, not better. The complexity is slowing customers down, and new technology keeps emerging every day.
- #6 There have been some highly celebrated successes. Everyone talks about UBER and Apple, but what about Amazon and Disney? Or starbucks? Zappos is a celebrated story in the US because they celebrate great customers experience and reward their call center agents for talking to customers for as long as the customer wants.
- #7 Customers have always rewarded companies that get it right. The Ipod didn’t just play must, it was the total music buying and owning experience Mizuno doesn’t sell you a running shoe, they sell making you a better athlete, losing weight and being healthier Danone doesn’t sell baby formula, they sell health happy babies and confident moms
- #8 Henry Ford used to say to customers “You can have any color you want, as long as it’s black” That doesn’t work in today’s Age of the Customer. More and more customers are demanding more, and quitting companies that aren’t meeting their needs, like Taxis
- #9 What if every company thought about their customers needs first, and designed their products and services around the desired outcome?
- #10 I’d like to share a story with you about how one European company has taking this approach and is seeing tremendous success. Danone Nutricia realized one important thing about their customers. Motherhood is a journey, and there are several key things mothers wanted: Happy healthy babies, and the need to deal with the unknowns of becoming a parent.
- #11 Danone Nutricia – The Mother’s Journey 23% of women in Benelux use their mobile app Integrated mobile, web, POS, Kiosks, interactive display and emails into the journey Everything is pushes and pulls from xDB
- #12 Danone aligned their business and online goals, and created content across the journey for key moment so truth. One things they realized is that Due Date was the number one driver of everything they did The also made sharing data with Danone a clearly beneficial thing for the moms, and shows them how they’d benefit from sharing their situation
- #13 Everything Danone learns is stored in xDB
- #14 Delivered across all form factors in responsive web…
- #15 …and mobile apps. So useful, 23% of the women in BLUX use this app
- #16 It’s even used at tradeshows, events and other direct marketing. Everything is again tied back to xDB
- #17 Including the magic mirror, which is a great customer recruiting tool, showing the mom a visualize of her baby at that moment. Again, powered by xDB
- #18 Point of sale is also connected to the mom’s account, allowing for shipper right to the mom’s home instead of carrying around everything at the baby faire
- #19 And of course, connected to vending machines at the central station. Also connects to xDB to make sure dad’s buy the right stuff too
- #20 The entire journey, across every channel, tied together into a single experience via xDB
- #21 Amazing results so far. As of June, they had grown 700%* over last year with no signs of slowing. 75% monthly growth and huge increase in customer repurchases. Clearly this approach is resonating with their customers
- #22 This went beyond a new website. This was a business transformation putting their customers at the center of what they do. They created alignment across brand teams, business teams and marketing. Truly understood what Sitecore 8 could do for them as a business
- #23 This was amazing. Why isn’t everyone doing this already? Experience is a daunting term. Do you know who this guy in the picture is? It’s the Fonz from the Happy Day’s TV show. You young folks might now know him. This is the episode where Fonzi jumped the shark. It’s symbolic of things that might have gone too far In much the same way, some think Experience might be going too far
- #24 It’s really about Outcomes. What does the customer really want. To understand outcomes though, you need to understand their context, their situation. Context comes from understanding the person. In our world, that’s understand who they are by what they tell us and what we can observe form them (by consuming content) As they interact with us over many devices and channels, we learn more across their journey. A customer is ultimately satisfied or unsatisfied through a combination of their journey and the product delivered. You can see here that Product have a huge impact on someone’s outcomes. What if we could Enright that as well?
- #25 Consider this: You have 2 real experiences: one with the company you are dealing with and one with their product itself. Both have a content element to them. One is acquisition content and support content. The other is content on consuming the product and guidance on the product. Customer can move back and forth between these Enriching product with content and services that bring customer to their desired outcome is a huge opportunity to rethink business models. This is what folks like Uber, Apple, AirB&B have all done. Going beyond the standard experience is what sets them apart.
- #26 Forrester believe the web is the backbone of digital experience delivery
- #27 And today’s marketing programs still revolve around your web and mobile experiences you deliver
- #28 In fact, most customers are aggressively investing in the web above all other channels Mobile is increasingly importable, but as a complement, not a replacement
- #29 Content is still the currency of the modern marketer. It’s the coin we use to purchase a customers attention
- #30 Sitecore XP 8 enables businesses to understand the ‘context’ surrounding every individual visitor at the point of interaction and delivering what he or she needs exactly when he or she needs it. What Content they’ve looked at gives Context about their interests. What Contact they’ve had clearly Contextualizes them as prospects or customers. What Commerce they’ve transacted with you gives Context about their shopping preferences, shopping frequency, product ownership. What Customer interaction have they had provides Context on loyalty, advocacy, support needs and the like. Contextual information exists throughout your organization. You need to centralize it and act upon it. We call that, Context Marketing.
- #31 Digital interactions provide us an amazing opportunity to learn about our customers and what they want and need.
- #32 Like my favorite car, the Telsa. This is more than a car, it’s a collection of technology and services that create a unquie driving experience and ownership experience. Their fans are some of the most loyal in the car world and you rarely find used Tesla’s for sale. This is the opportunity for us all. Help our customers transform into the next Tesla, Uber, Mizuno or Danone. The market is changing, and if our customers don’t change with it, they may find themselves as a part of the 40% that John Chambers warns us of It’s also a huge opportunity to lead our customers and provide strategic value
- #33 How do we do it? How can you change the conversation? Think Outside-In Guide your customers to the concept of outcomes SBOS workshops connect strategic goals-> business goals-> digital marketing goals Build a broad consensus across organizations, not just marketing – Talke to sales, support, product, etc Together, we can help our customers thrive in the new age of customers and outcomes
- #34 All roads lead back to the web (mobile and desktop)
- #36 Major release every 18-24 months Minor releases every 4-6 months Commerce releases aligned to the SXP roadmap, with an update 4-5 weeks after each release