forrester - x factor - scott rigby v2

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CUSTOMER EXPERIENCE

is the

X factor

SCOTT RIGBY | ADOBE INDUSTRY STRATEGY /rigbyscott @rigbyscott

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

The X Factor

2

THAT MAKES SOMEONE

CANNOT DESCRIBEA QUALITY THAT YOU

VERY SPECIAL

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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

What Makes a Great Experience?

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It takes time and skills to identify where to start and which data is relevant for key customer segments.

Problem: “It’s hard to make sense of all of the data that I have available and determine what has value”

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Solution: Start with the segments you know, map these to digital behaviour and then advance to a tool that help identify interesting audiences for you.

Build a Segmentation Plan

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It’s difficult to find and use assets, which are located in multiple repositories, and stuck on users local hard drives.

Problem: “I can’t find the assets I need to do my job”

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AgencyCreative Designer

Marketing

Line of Business

Solution: Centralised access & and streamlined collaboration on work-in-progress and final digital assets.

Centralised Operations & Management

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Source: Global Markets Research 2014

Interactive shop windows

(Sportsgirl)

Targeted offers directly to smartphone

(Macy’s)

9

Inefficient tools for omni-channel delivery, can make measurement, content delivery & optimization challenging.

Problem: “I’m struggling to seamlessly deliver continuous experiences across online & offline channels”

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Solution: Continuous & dynamic delivery of mobile optimized, interactive experiences across customer-facing channels

Dynamic & Rich Media Delivery

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What Makes a Great Experience?

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I’ve learned that people will forget what you said, people will forget what you did, but people will never

forget how you made them feel. - Maya Angelou

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Thank you!/rigbyscott@rigbyscott