becoming an experience business

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


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


Digital transformation

Standout customer experiences drive business impact


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


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 it’s challenging to get right.


MAKE TECHNOLOGYTRANSPARENT

KNOW ME &RESPECT ME

DELIVER AGREAT EXPERIENCE

SPEAK IN ONE VOICE

Demands of a customer-centric strategy


What makes a great experience?


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


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


SAS reaches new heights through a connected experience


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


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


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


EMPOWERING PEOPLETO CREATE

TRANSFORMING HOWBUSINESSES COMPETE

Adobe’s vision for digital transformation


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


Jamie [email protected]: @jamiebrightonLinkedIn: jamiebrighton

Thank you!