you know me: privacy in the era of customer experience management
TRANSCRIPT
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YOU KNOW ME:Privacy in the Era of
Customer Experience Management
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CX Business ModelsBeing personal in a
digital world.
Consumer VoicesWriting content to optimize thought
sequences.Trusted By Design
Hard / Soft requirements.
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AGENDAWHAT WE WILL COVER
Kevin Cochrane is Jahia’s Chief Marketing Officer. Prior to Jahia, he spent the past 22 years of his career in content management and digital marketing.
Lynn Scheurell is the Director of Content
Marketing for Jahia. She has been creating
experiences in digital marketing and messaging
since 1998.
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Customer Experience Business Models1
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THE PREEMINENT RESPONSIBILITY
IS TRANSPARENCY
FOR ENTERPRISES TODAY…
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• Over time, customer business models adapt – it’s the nature of business.
• Personas are being superseded by outcome-related visitor types derived from usage data.
• Marketers must get savvy!
PERSONAS, AVATARS & TIGERS – OH MY!
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WHY DO WE DO IT?
• To market to our customers and meet their needs – even before they ask or know they HAVE a need!
• To be seamless in our comprehensive support.
• To build sustainable relationships.
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THE BALANCE POINT
Marketers who want to serve their customers better by understanding them.
Customers who want to feel safe and in control of their personal data online.
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• Your business model determines the interactions customers will have with your brand.
• Brand values drive the quality of your interactions.
• Your business model MUST be of relevance and value to your customers.
CX BUSINESS MODEL BASICS
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CX BUSINESS MODEL KEYS
• C-Suite harmonic vision
• Ubiquitous responsibility (throughout organization)
• Supportive / open / willing corporate culture
• Data-driven performance / refinements
• Know your DNA: Distinct Niche Advantage
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EMERGING CX BUSINESS MODELS
• Disruption & Unification
• Innovation (based on un-met needs)
• Outside In Transformation (workflow adjustment)
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YOUR TURN: CONSIDERATIONS FOR NEW MODEL
• What marketplace trends do I see in other industries?
• What do I already know about my customer’s needs and wants that I have not yet addressed?
• Where is the growing edge of my industry? (And is anyone already on it?)
• What needs to be eliminated? Reduced? Increased? Innovated? to meet my customer’s needs better?
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Consumer Voices2
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BUYING TRIGGERS ARE EMOTIONAL NEEDS
• Customers respond to your brand’s positioning AND the urgency of their need.
• The 9 ‘sales’ your copy must make for conversion: 1. Attention 2. Readership 3. Benefit
4. Credibility 5. Uniqueness 6. Value
7. Safety 8. Convenience 9. Now
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PRAXEOLOGY
• People make decisions based on an economic principle called Praxeology – either on mathematical value or hedonic value.
• Something has more (hedonic) value when it’s more fun, easier, simpler, less stressful, feel special / important / unique.
• Sell perspective for hedonic value (the choices that led to ______, reactions, thought process, motivations, experience…).
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• Sounding the alarm
• Seeing the future
• Telling the truth
• ???
You MUST have perspective to stand out in your industry!
TYPES OF PERSPECTIVE
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4 CONSUMER VOICES: A NEW APPROACH?
Competitive Methodical
Spontaneous Humanist
Fast Slow
Logical
Emotional
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TO KEEP THIS FAMILIAR…
Competitive Methodical
Spontaneous Humanist
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HUMANIST: ‘PEOPLE’ PEOPLE
• Characteristics: intuitive / feeling, ever-deeper intimacy, empathic, spiritual, significant, potential, honesty, take care of you, think relationally, put others first, hard for them to receive, creative, value relationships, fear separation, listeners, acceptance, freedom, value human development once invested, long-term, FOMO.
• Needs: referrals, trust symbols, stories, testimonials, connection points with community, social proof.
• Points of Resolution: credibility, success stories, reviews, to be in good company, trustworthiness, feeling of ownership.
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METHODICAL: PREPARED PEOPLE
• Characteristics: senses / judges, "adult", infrastructure, emotional / quick decisions, facts, logical, document truth, love organized, don't like personal touch, don’t like irresponsible, like specifics and details, look for what's wrong, JOMO.
• Needs: Fine print, details, process, plan ahead, proof, guarantees.
• Points of Resolution: see connectors, process, case studies, specifications, samples, competing solutions, standards.
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SPONTANEOUS: ADVENTURE PEOPLE
• Characteristics: senses / perceives, action, adventure, best in crisis, logical / slow decisions, live in the moment, don't scroll, sensory, flexible, bright / shiny objects distract, on personal quest for impact, big statements, want excitement, don't like details, fear missing out, YOLO.
• Needs: how to get it quickly, customize, narrow my choice, how will it let me enjoy life more?
• Points of Resolution: color, ease of use, delivery, size, discounts, price, return policy.
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COMPETITIVE: SILVER BULLET PEOPLE
• Characteristics: intuitive / thinking, formulaic, ‘show me’ design, precision, control, skeptical, logical / quick decisions, competence, curious, control, challenges, goal-oriented, complete tasks, am I in the right place and why should I stay?, motivated, image conscious, planner, not hedonistic, intense, carry grudge, no scrolling, once clear they decide fast, often starts competitive and goes methodical.
• Needs: big headlines, what's in it for me?, benefits, will this make me more credible / look better / keep me achieving / have recipe for better life?
• Points of Resolution: Newness, appeal to others, brand, guarantee, rating, endorsements, cutting-edge, less about price.
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YOUR TURN• What (hedonic) values could we explore in our content
further?
• What perspective does our copy promote?
• Does our content (substance) and copy (selling) speak to the different voices? If yes, how are our results different than when we do not write to those voices? If no, what can we do better with this knowledge?
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Trusted By Design3
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DIGITAL AGILITY GIVES YOU…A WAY TO DELIVER RESPONSIVE CUSTOMER EXPERIENCES
3 DATA PROTECTION
Your customer experienceis your reputation.
Reputation sells.
Be reputable.
“”
2 PERSONIFICATION
1 TRUSTED BY DESIGN
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YOUR BRAND TANKS…
CREDIBILITY, TRUST AND SUBSCRIBERS
THE RESULT IF YOU DON’T?
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PRIVACY IS NOT…
“UNSUBSCRIBE”“UNSUBSCRIBE”
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MOST PEOPLE THINK DATA PRIVACY IS…THIS….
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MOST PEOPLE ASSUME DATA PRIVACY IS…THIS….
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HERE IS WHAT IT REALLY LOOKS LIKE…SURPRISE!
Customers don’t expect companies to walk into their home uninvited…
but that is what happens
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WHAT INFLUENCES YOUR CUSTOMERTRUST MATTERS…
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PRIVACY : TRUSTING OTHERSWITH GREAT PRIVACY COMES GREAT RESPONSIBILITY
TRUST IS COMPLEX
TRANSPARENCY
ETHICS
CONTROL
SECURITY
AUDITING
ACCESS
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WHAT COMPANIES THINK IS DATA PRIVACY
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WHAT THEY REALLY DOMORE THAN WE THINK
Collect data
Send data to third parties
Mine data
Sell data analysis
Some of this might be acceptable, but you need to know about it and have
some control over it
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NOT ONLY AN ENTERPRISE EXPECTATION
EXPECTATIONS REALITY
BI
SALES
SUPPORT@
REPORT
CMS
ANALYTICSCRM
ID
MA
?
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EMERGING REGULATIONSUS-EU Data Sharing Imperative
Europeans can sue the U.S. government for disclosing personal data without consent.
Google Fined For Right To Be Forgotten$112k for Google failing to comply with the ruling; in 2012, $167k for merging 60 privacy policies into one w/ European Union saying Google violated the legal framework of the French Data Protection Act.
General Data Protection RegulationCompanies have 3 years to come up with data breach response plan that includes assessing consumer risk and informs regulators w/in 72 hours of discovery.
Microsoft Suit Suing the Justice Dept for requiring them to turn over customer data w/o notifying the customer.
Resource: https://www.dlapiperdataprotection.com/#handbook/world-map-section
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THE GOLDEN RULE OF DIGITAL MARKETINGDO NOT SURPRISE YOUR CLIENTS!
DO UNTO YOUR CLIENTS AS YOU WANT FOR YOUR
MOTHER.
“”
WORDS TO WORK BY IN DIGITAL BUSINESS
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VISION BEHIND A TWO-YEAR PROJECT
It is time for Digital Marketing toolsto be more transparent and thus,
ethical.
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INTRODUCING APACHE UNOMIYOU KNOW ME ?
WHAT IS UNOMI?
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OASIS CONTEXT SERVER STANDARDGOOOOOOAAAAALLLLLSSSS !
PROVIDE A STANDARD
▪ A context server REST API
▪ An associated domain model
▪ An open source reference
implementation (Apache Unomi)
APPROVED
Make sure that the
standard is based on real
needs of the industry
DESIGNED FOR GREATNESS
Not only CMS-specific, designed
to integrate with as many tools as
possible (CRM, ERP, mobile
applications, …)
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THE JAHIA WAY:OPEN, ETHICAL & THUS SUSTAINABLE
DATAPRIVACYThe Context Server
Standard
Apache
Data Aggregation and management engine
The Reference Implementation
UNOMI
Two trusted, solid and recognized communities
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TARGETED FUNCTIONALITIESMARKETING TO MARKETERS
UNOMI
User tracking
Event tracking
Goal tracking, scoring Segmentation FormInput
tracking
Downloadtracking
Impersonification(personas)
A/B testing
Profile (visitor,contact,leads)
management and exportReporting
Privacy management
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A CLEAN & OPEN ARCHITECTURE
+
UNOMI CORECXSID
directory
Segmentation Engine
Events
Tracking Engine
RESTFUL API
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DATA
BACK
-EN
D
FRO
NT-
END
+Apache
BI
SALES
REPORT
ANALYTICS
CRM
ID
MA
…
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Apache Unomi Privacy Management
Server information
Anonymize
Control event recording
Profile deletion
PROTOTYPE
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ONE DEFINITION OF APACHE UNOMI
A FRONT-END FOR USER-CENTRIC
BIG DATA TECHNOLOGIES
“”With data privacy from the ground up
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THE NEW MANDATEELIE AUVRAY, CEO, JAHIA
We are not driving commerce, nor trying to sell anything other than bipartisan perspective and knowledge. However, we are using Marketing Factory to start steering our audience to our mission-critical content.
~ Kevin Hastings, Web Manager, National Governors Association (nga.org)
“”
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RECAP: HARD VS. SOFT REQUIREMENTS
HARD REQUIREMENTS• Systems agility
• Transparent standards re: customer data and protection
• Clearly written, public privacy and cookie policy
SOFT REQUIREMENTS• Commitment to customer-
centricity
• Internal ethics re: your behavior
• Consistent review of all activities related to customer data to ensure compliance
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RESOURCES
https://www.jahia.com/hot-topics/customer-privacy-trust
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RESOURCES
https://www.jahia.com/hot-topics/customer-privacy-trust
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THE NEW MANDATEELIE AUVRAY, CEO, JAHIA
THE WAY YOU HANDLE YOUR CUSTOMER DATA WILL DEFINE YOU AS A
COMPANY.
“”
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YOUR TURN: CONSIDERATIONS RE: PRIVACY
• Can you really erase ALL your customer’s data?
• Do you know where all data collected goes? Are your tools integrated and cross-referencing?
• Does your website have a current privacy and cookie policy?
• Can your customers determine whether you can collect their data?
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YOUR TURNANY QUESTIONS?
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ADDITIONAL RESOURCES
AKA AVOIDING BACK injuriesLynn ScheurellDirector of Content Marketing
M: 760.534.4770E: [email protected]
Kevin CochraneChief Marketing Officer
M: 415.319.0028E: [email protected]
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ABOUT JAHIAA LEADING DX PLATFORM PROVIDER
Jahia Solutions Group (Jahia) is a leading provider of a customizable open source Digital Experience Management platform that aggregates apps, data and content and breaks down organizational silos to innovate the digital customer experience to gain digital agility now and sustainable competitive advantage with one-to-one customer relationships.
The Jahia digital experience management platform translates our customers’ entire business ecosystem, from back-end operations to front-facing marketing content, into streamlined functionality. Transforming digital enterprise from the outside in, Jahia’s technology platform unifies the customer journey and empowers users, including non-technical personnel, to work effectively.
Founded in 2002 and headquartered in Geneva, Switzerland, Jahia has offices throughout North America and Europe. Jahia counts hundreds of global brands and governmental organizations, in more than 20 countries, among its esteemed customers.
For more customer successes, please visit:
www.jahia.com
JahiaSolutions
@jahia