darren guarnaccia - the experience economy and customer outcomes - sugcon

Organized by the Community, for the Community.

THE EXPERIENCE ECONOMY AND CUSTOMER OUTCOMES

Darren Guarnaccia

Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015 2


Clients keep throwing technology at the problem

SUGCON NORTH AMERICA 2015 3


And new technology emerges every day



Everyone is chasing the dream of experience



…but people don’t want products, they want outcomes



But, companies still force fit products



What if companies delivered desired outcomes instead?



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


A journey backed by dataAn example of the xDB profile


Delivered omnichannelResponsive web


Delivered omnichannelMobile app


Delivered omnichannelEvents and DM


Delivered omnichannelMagic mirror recruitment tool


Delivered omnichannelPoint of sale


Delivered omnichannelVending machine


A cohesive experience


E-CommerceCommerce connect

Results2014: EUR 140,ooo

2015 : EUR 1.15 MIO

75%

140%

Avg monthly

growth:

Avg. monthly

growth rebuy:


Transformation of digital team and business

Alignment Business Objectives towards online goals and online KPI’s > involving Brand Teams

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


So what’s wrong with experience? Have we jumped the shark?



Context and outcomes


It’s time for a shift to context and journeys that lead to outcomes


Outcomes architecture


Engage companies to satisfy“I want.I need.”

COMPANIES DELIVER OUTCOMES THAT TRANSCEND PRODUCTS

Product experience

Digital productextensions

Consumption content

Contextual recommendatio

n

Interactionintelligence

Consumptionlifecycle

Satisfied customers offer:

• Loyalty

•Greater share or wallet

•Advocacy

• Lower service cost

Acquisition &

support content

InteractionIntelligence

Context

Company experience


Web is still the backbone

Forrester Research Wave for

Web Content Management Systems, 2015

“Web content management is a backbone of digital experience delivery”


All roads lead back to your web and mobile sites

SEO/SEM

Web & Mobile

Campaigns

Social

Commerce

Support

…

Email

Display ads

SMS/MMS

Apps


Web and mobile experiences are a priority


If Content is king.Then Context is queen.


Websites

ConsumerCustom

Content

Commerce

Contact

EmailsSocial Posts

Mobile Apps

Call Center

SalesPerson

Online form

Socially engaged

Call centers

Branded stores

Retail outlets

Online stores

Loyalty program

Service support

Help/How-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.


Context needs data


WIIFY


How will we get there?


Sitecore’s approach blends experience with data


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


2 Year Roadmap

SitecoreExperience Platform

Q4 2015Sitecore XP 8.1

Mid 2016Sitecore XP 8.X

2017Sitecore XP 9

SitecoreCommerce

Q1 2016SCpb Commerce Server 8.1SCpb Dynamics AX 8.1Commerce Connect 8.1

Mid 2016SCpb Commerce Server 8.xSCpb Dynamics AX 8.xCommerce Connect 8.x

2017Evolution into market leading enterprise commerce platform

Additions Early 2016Email experience

2016Additional connectors

2017Additional marketing foundations


Our journey to CXM excellence

V7Content Foundation

THE PREFERRED TOOL FOR

EXPERIENCE DEVELOPERS

MARKETERS AND MERCHANDIZERS

7.1/7.2UX Foundation

V7.5Data Foundation

V8Functional Foundation

V8.x+Excellent user experiences

Connected & Integrated Foundation


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 ExperienceSegmentation (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


Sitecore 8.1 improvements

Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015

SM

40SUGCON NORTH AMERICA 2015

THANK YOU TO OUR SPONSORS!

Organized by the Community, for the Community.SUGCON NORTH AMERICA 2015

THANK YOU
