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

    Becoming an experience businessJamie Brighton | Product & Industry Marketing, Adobe

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

    Digital has never been easier . . . or more difficult

    Explosion of touchpointsand rising expectations

    Flood of information from devices, servers and the cloud

    Companies racing toreinvent themselves

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

    Digital transformation

    Standout customer experiences drive business impact

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

    Source: Forrester,s Customer Experience Index and Watermark Consulting, 2014

    80%

    70%

    60%

    50%

    40%

    30%

    20%

    10%

    0%

    -10%

    Customer Experience

    Leaders

    77.7%

    S&P 500 Index

    51.5%Customer

    Experience Laggards

    -2.5%

    Cum

    ulat

    ive

    Tota

    l Ret

    urn

    Customer Experience Leaders Outperform the Market7-Year Stock Performance Customer Leaders vs. Laggards vs. S&P 500 (2007-

    2013)

    Customer Experience leaders make doing business with them easyand enjoyable and are effective at meeting needs of their customers

    Importance of experience

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

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

    Market trends & insights

    4%

    3%

    5%

    7%

    7%

    7%

    8%

    7%

    16%

    17%

    19%

    4%

    3%

    4%

    6%

    6%

    6%

    8%

    9%

    16%

    16%

    22%

    None of the above

    Location-based services that add place and time to the

    Reaching and understanding mobile customers

    Internet of Things / connected devices

    Social marketing

    Video to increase brand engagement

    Cross-channel marketing

    Using marketing automation to increase efficiency and

    Data-driven marketing that focuses on the individual

    Creating compelling content for digital experiences

    Optimising the customer experience

    Econsultancy / Adobe Quarterly Digital Intelligence Briefing

    Company respondents

    Agency respondents

    Which one area is the single most exciting opportunity for your organisation in 2016?

    2%

    3%

    3%

    2%

    3%

    3%

    3%

    3%

    8%

    5%

    5%

    5%

    6%

    5%

    4%

    3%

    27%

    22%

    20%

    16%

    18%

    19%

    16%

    14%

    36%

    40%

    39%

    44%

    36%

    35%

    37%

    33%

    27%

    30%

    33%

    33%

    37%

    38%

    40%

    47%

    Collaboration

    Process

    Technology

    Skills

    Data

    Culture

    Design

    Strategy

    Econsultancy / Adobe Quarterly Digital Intelligence Briefing1 2 3 4 5

    Please rank the importance of these elements of the customer experience from 1 to 5, where 5 is most important to success.

    CX is top of mind for marketers. ...but its challenging to get right.

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

    MAKE TECHNOLOGYTRANSPARENT

    KNOW ME &RESPECT ME

    DELIVER AGREAT EXPERIENCE

    SPEAK IN ONE VOICE

    Demands of a customer-centric strategy

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

    What makes a great experience?

  • 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

    Common platform for content authoring, personalisation and analytics

    10

    Experience AuthoringIntuitive experience authoring

    Digital Asset Management Drag-and-drop digital assets from a central repository

    PersonalizationRules-based targeting,A/B and MVT testing

    Audience Management Complete view of the customer

    Cross-channel Marketing Personalized cross-channel experiences

    MeasuringReal-time measuring and

    performance reporting

    Improve Create

    Listen Enrich

    Promote Personalise

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

    Connected Experience: A true cross-channel experiencePERSONAL, RELEVANT EXPERIENCE

    CONTENT

    WEB EMAIL MOBILE CALL CENTER SOCIAL TICKET COUNTER

    DIRECT MAIL

    Single View of Customer

    DIGITAL INTERACTIONS

    LOYALTY DATA

    ENTERPRISE DATA

    UPGRADE SEATS

    UPGRADE SEATS

    UPGRADE SEATS

    UPGRADE SEATS

    UPGRADE SEATS

    UPGRADE SEATS

    UPGRADE SEATS

    Cross-channel Marketing

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

    SAS reaches new heights through a connected experience

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

    Requests of Rich Media Traffic

    Every Day(Dynamic Media

    server calls)

    11+Billion

    76%Personalisation increasesthe need for more assets

    LOW ENGAGEMENT

    71%Creating over TEN TIMES

    the assets today to support increasing channels

    85%Under pressure to create assets and deliver more

    campaigns, more quickly

    SLOW TIME TO MARKET HIGHER COST & COMPLEXITY

    Personalised ContentProliferation of channelsContent Velocity

    Content Marketing: Marketers need to achieve Content Velocity

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

    Content Marketing: Implement a seamless experience from creative to delivery

    CREATIVE ASSET PRODUCTION

    Freelance creatives

    DIGITAL ASSET AUTHORING/

    EDITING/DELIVERY

    Marketing

    DIGITAL ASSET COLLABORATION

    Agency/media team

    Creative pros

    Analysts

    Media planners & buyers

    ASSET DELIVERY/ FEEDBACK

    User

    Single content author tool accessible across the enterprise Integrated asset management

    Efficiently design, manage and deliver content across all digital channels & devices

    FEEDBACK PRESENTATION DELIVERY

    FEEDBACKAPPROVALFEEDBACK

    CMO

    Creatives

    Marketers

    Analysts

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

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

    One streamlined workflow

    Build standout contentfor every device

    Track results andpredict outcomes

    Dynamic content

    Responsive design

    Personalise and deliverconsistently across channels

    Profile and context

    Orchestration

    Prediction and action

    Optimisation

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

    EMPOWERING PEOPLETO CREATE

    TRANSFORMING HOWBUSINESSES COMPETE

    Adobes vision for digital transformation

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

    Digital foundation enables a platform for

    success

    1Connect the

    experience for customers across

    channels

    2Streamline content

    workflows to deliver content velocity

    3Becoming an experience business

  • 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

    Jamie Brightonjbrighto@adobe.comTwitter: @jamiebrightonLinkedIn: jamiebrighton

    Thank you!