creating a digital experience strategy - 2013 portland digital marketing conference

#pdxdmc! @oneill_colin / @amandabernard

Creating A Digital Experience Strategy

PDX Digital Marketing Conference


Our Agenda •  Introductions (15 min) •  Why Digital Experience Matters (30 min) •  AIM Digital Experience Framework (30 min)

Halftime break •  Customer Journey Mapping (30 min) •  Improving Digital Experiences (30 min) •  Group discussion (20 min)


•  Founded in 1997 –  70+ full time employees –  Portland & Boston

•  Over 250 clients including Siemens, Genzyme, Nike, Zipcar, Intel, Columbia Sportswear, Wendys

a digital experience agency


“Strategy is…”


Strategy

Business

Brand

Technology

Content

Search

Social

Digital

Website

Analytics

E-mail

Community

Marketing


Why Digital Experience

Matters


Experience is measurable


Experience is valuable


Experience is di!erentiating!


Companies that are loved, win.

The bottom line:


Digital is the first step


But the business isn’t ready yet


Where’s your funnel focus?

Marketing Focus

Economic Value

Sales Focus


Where’s your funnel focus?

Experience


Deepening relationships and growing customer value through connected experiences.

Marketing’s end game:


Acquisition

Connection

Loyalty

Function

Value

Meaning


A cross-channel case study


Delight in Action

•  Jaden Johnston, a busy working mom, was looking for a convenient and inexpensive resource for new eyeglasses.

•  Using Twitter, Jaden discovered the Warby Parker Home-Try-On Program. 5 pairs of glasses for 5 days – FREE!

!!!!!


Digital Delight

•  Virtual Try on •  Useful, engaging

& relevant content

•  Buy a pair, give a pair program


Delight is Quick & Easy

•  Value propositions that caught Jaden’s attention: –  Try 5 pairs of glasses for 5 days

– FREE!

–  Quick, free delivery (2 business days) and free returns


Delight Takes Many Forms

•  Even the packaging delighted Jaden:

“It has snaps! And a cloth covering! And all of the glasses are in a neat little row. It’s an OCD dream!”


Little Details Matter “All of the frames are perfectly labeled so it was easy to tell which was which. I had a duplicate order, the same frame in two di!erent colors, and they were right next to each other in the box. It may seem trivial, but the care they took with all of the little details made the experience just that much sweeter.“


Humor Goes a Long Way

“With hilariously pretentious British names like the Miles, the Langston, and the Finn, I could not help but enjoy trying them on.


Satisfaction Guaranteed (and Pain-free)

“In the end, I felt like all of the frames I selected were too heavy for my face. But with over 30 frame shapes and 14 colors to choose from, the answer to this dilemma is clear: choose 5 more frames and do the process all over again!


Surprise & Delight

The Warby Parker social media team discovered Jaden’s blog post and responded back to her with a personalized video the same day.


Source: Forrester

Acquisition

Connection

Loyalty

Need

Compare

Discover

Research

Purchase

Decide

Use

Get Help

Share

Personalize

Partner Evangelize

Tribe

Search

Customer Experience Ecosystem

Function

Value

Meaning


Research

Use

Personalize

Partner

Social

Mobile

Web

Search

Store


“The more digital we get, the more human we must be”

Gatum Ramdurai, Google Creative Lab


Source: Christine Chastain http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work

Experience ecosystems


My own personal funnel

www!


Share your story


Key Emotions


Digital Experience Strategy


Why a separate plan for digital experience?

What you may be thinking


SALES MARKETING SUPPORT PRODUCT &

ENGINEERING INFORMATION TECHNOLOGY

HUMAN RESOURCES

A unified digital experience


Integrated customer experiences


The customer gets to choose


How we get there


Customer Personas


Customer Journey Map


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

#pdxdmc! @oneill_colin / @amandabernard Source: Christine Chastain http://www.slideshare.net/cchastain/6-ways-ecosystems-have-changed-our-roles-and-the-way-we-work

Experience Ecosystems


Service Blueprint


Source: Aaron Shapiro http://aaronshapiro.com/usersnotcustomers/

Provide utility


Are you DX-Ready?

Amanda!


Improve today’s experience

Transform the organization

Sustain cultural change

Time

Cu

sto

mer

exp

erie

nce

qu

alit

y Goal: Customer-focused transformation


Is this strategy?


DX-7


What are they doing?

Brainstorm

touch points

What are they feeling?

Brainstorm emotions

What would make a

di!erence?

Brainstorm improvements

Answer three questions


Competency* What*is*it?* Grade*

Vision!A!well!communicated!short!and!long!term!vision!for!the!role!of!experience!and!digital!

Culture!&!Governance! The!right!roles!on!the!team!to!achieve!your!goals!with!a!wri0en!governance!model.!

Customer!Insight!AcCve!program!to!gather!customer!data!and!well!understood!personas!to!design!from.!

Content! An!internal!owner!for!content!and!with!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!org.!

OperaCons! An!operaConal!model!for!execuCng!ongoing!projects!across!the!organizaCon.!!

Data!&!OpCmizaCon! A!dataIdriven!!conCnuous!improvement!program!that!yields!ongoing!liJ!and!learnings.!!

Digital Experience Readiness


DX Readiness Assessment


Vision: A letter to the future


Source: http://chiefmartec.com/2013/03/a-cmo-a-cio-and-a-chief-digital-o"cer/

Governance: Who owns this experience?


Insight


Content: Have a Framework


Content: Think Channel Agnostic


Example: Harvard Institute of Politics


Sites

Measurement, Monitoring & Optimization

Apps

Mobile

Commerce

Search

Email

Community

Social Media

Other Business Systems

Marketing Automation,

Email, etc.

CRM

Commerce

Technology Ecosystem

Content Management


Prospects

Customers

Employees

Technology Platform

Business Layer

Data Layer (Access, Transformation, Integration)

Data Source (LOB Systems)

Services (LOB Systems)

Services Layer

Presentation Layer (HTML, Presentation logic, Components, Services)


Organizational alignment

Delightful (marketing)

Viable (technology)

Feasible (operations)


Execution through the tiers

Customer Journey

Experience Attributes

Touch Points

Interactions

Measurement

Processes

Technology Platform


Building a data-driven organization!


AIM Digital Experience Framework

TM!


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 users 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.


Align Imagine Map


Align Imagine Map

Business & Customer / Team & Culture Journeys & Content / Process & Technology

Measurement


•  Business •  Goals & brand

•  Competition

•  Team & culture

•  Content

•  Technology

•  Success metrics

•  Customers •  Brand perception

•  Needs & motives

•  Expectations

•  Artifacts •  Personas

•  Journey Maps

•  Strategic Brief

AIM: Align!


Align Imagine Map

Ideation / Touchpoint design / Co-creation


•  Activities •  Ideation

•  Touchpoint design

•  Co-creation

•  Artifacts •  Opportunities

•  Prototype(s)

AIM: Imagine


AIM: Imagine


Imagine Map Align

Service Blueprint / Roadmap


Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”

Prioritizing the initiatives

AIM: Map!


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 users 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.


Break


Customer Journey Mapping


Our Organization


Source: http://xkcd.com/773/


Three groups

Choosing a University Intent to enroll

At University Life on campus

After University

Into the real world


What are they doing?

Brainstorm

touch points (10 mins)

What are they feeling?

Brainstorm emotions

(10 mins)

What would make a

di!erence?

Brainstorm improvements

(10 mins)

Answer three questions


How will we make a di!erence?

•  Where is there room to meet a need in a unique way?

•  How can we fill this gap by connecting the customer need with the business goal?


Q&A


October 7-8th Portland Art Museum

www.delight.us/conference!


www.delight.us


Experience is everything.


Digital is everything.


Connection is everything.


Thank You!

@oneill_colin [email protected]

@amandabernard [email protected]

creating a digital experience strategy - 2013 portland digital marketing conference

Business

oneillcolin

existing research

align imagine

christine

digital experience

organizational

digital experience

started planning