You Know Me: Privacy in the Era of Customer Experience Management
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Traditionally, marketers make promises to customers and prospects, and the rest of the organization has to scramble to keep the promises. In today’s customer-centric era, that’s no longer tenable. Customers demand a seamless and cohesive experience. The entire organization must work as one, identity with the customer and ensure that expectations match reality. The technical architecture that delivers customer experience must protect the customer relationship as well as flex to fulfill as-yet-unknown requirements even as it provides continuous value to each customer and internal user. Together, empathy and agility form the crucial foundation for today’s competitive digital enterprise. Join Tim Walters, co-founder and principal analyst at Digital Clarity Group, and Serge Huber, Chief Technology Officer at Jahia, for a lively discussion about the power of organizational empathy and agility in delivering quality customer experience. Discover the following (and more!) in this dynamic one-hour webinar: - How re-imagining customer relationships can drive enterprise-wide transformation. - The power of Conway's Law - The importance of your organization reflecting the experience you want to offer. - What future-proofing your technology means in practical terms. - The critical elements of agile architecture.
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You Know Me: Privacy in the Era of Customer Experience Management
- 1. 1 YOU KNOW ME: Privacy in the Era of Customer Experience Management
- 2. 2 1 2 3 CX Business Models Being personal in a digital world. Consumer Voices Writing content to optimize thought sequences. Trusted By Design Hard / Soft requirements. 1 2 3 AGENDA WHAT 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.
- 4. 4 THE PREEMINENT RESPONSIBILITY IS TRANSPARENCY FOR ENTERPRISES TODAY…
- 5. 5 • Over time,customer business modelsadapt – it’s the nature of business. • Personas are being superseded by outcome-relatedvisitor typesderived from usage data. • Marketersmust get savvy! PERSONAS, AVATARS & TIGERS – OH MY!
- 6. 6 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.
- 7. 7 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.
- 8. 8 • Your businessmodel determinesthe interactions customerswillhave with your brand. • Brand values drive the quality of your interactions. • Your businessmodelMUSTbe of relevance and value to your customers. CX BUSINESS MODEL BASICS
- 9. 9 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
- 10. 10 EMERGING CX BUSINESS MODELS • Disruption & Unification • Innovation (based on un-met needs) • Outside In Transformation (workflow adjustment)
- 11. 11 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?
- 13. 13 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
- 14. 14 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…).
- 15. 15 • Soundingthe alarm • Seeing the future • Telling the truth • ??? You MUST have perspective to stand out in your industry! TYPES OF PERSPECTIVE
- 16. 16 4 CONSUMER VOICES: A NEW APPROACH? Competitive Methodical Spontaneous Humanist Fast Slow Logical Emotional
- 17. 17 TO KEEP THIS FAMILIAR… Competitive Methodical Spontaneous Humanist
- 18. 18 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.
- 19. 19 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.
- 20. 20 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.
- 21. 21 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 goesmethodical. • Needs: big headlines,what's in it for me?,benefits,will thismake me more credible / look better / keep me achieving / have recipe for better life? • Pointsof Resolution: Newness,appeal to others,brand,guarantee, rating,endorsements,cutting-edge,less about price.
- 22. 22 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?
- 24. 24 DIGITAL AGILITY GIVES YOU… A WAY TO DELIVER RESPONSIVE CUSTOMER EXPERIENCES 3DATA PROTECTION Your customer experience is your reputation. Reputation sells. Be reputable. “ ” 2PERSONIFICATION 1TRUSTED BY DESIGN
- 25. 25 YOUR BRAND TANKS… CREDIBILITY, TRUST AND SUBSCRIBERS THE RESULT IF YOU DON’T?
- 27. 27 MOST PEOPLE THINK DATA PRIVACY IS… THIS….
- 28. 28 MOST PEOPLE ASSUME DATA PRIVACY IS… THIS….
- 29. 29 HERE IS WHAT IT REALLY LOOKS LIKE… SURPRISE! Customers don’t expect companies to walk into their home uninvited… but that is what happens
- 30. 30 WHAT INFLUENCES YOUR CUSTOMER TRUST MATTERS…
- 31. 31 PRIVACY : TRUSTING OTHERS WITH GREAT PRIVACY COMES GREAT RESPONSIBILITY TRUST IS COMPLEX TRANSPARENCY ETHICS CONTROL SECURITY AUDITING ACCESS
- 32. 32 WHAT COMPANIES THINK IS DATA PRIVACY
- 33. 33 WHAT THEY REALLY DO MORE 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
- 34. 34 NOT ONLY AN ENTERPRISE EXPECTATION EXPECTATIONS REALITY BI SALES SUPPORT @ REPORT CMS ANALYTICS CRM ID MA ?
- 35. 35 EMERGING REGULATIONS US-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 Regulation Companies 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
- 36. 36 THE GOLDEN RULE OF DIGITAL MARKETING DO NOT SURPRISE YOUR CLIENTS! DO UNTO YOUR CLIENTS AS YOU WANT FOR YOUR MOTHER. “ ”WORDS TO WORK BY IN DIGITAL BUSINESS
- 37. 37 VISION BEHIND A TWO-YEAR PROJECT It is time for Digital Marketing tools to be more transparent and thus, ethical.
- 38. 38 INTRODUCING APACHE UNOMI YOU KNOW ME ? WHAT IS UNOMI?
- 39. 39 OASIS CONTEXT SERVER STANDARD GOOOOOOAAAAALLLLLSSSS ! 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, …)
- 40. 40 THE JAHIA WAY: OPEN, ETHICAL & THUS SUSTAINABLE DATA PRIVACYThe Context Server Standard Apache Data Aggregation and management engine The Reference Implementation UNOMI Two trusted, solid and recognized communities
- 41. 41 TARGETED FUNCTIONALITIES MARKETING TO MARKETERS UNOMI User tracking Event tracking Goal tracking, scoring Segmentation Form Input tracking Download tracking Impersonification (personas) A/B testing Profile (visitor,contact,leads) management and export Reporting Privacy management
- 42. 42 A CLEAN & OPEN ARCHITECTURE + UNOMI CORE CXS ID directory Segmentation Engine Events Tracking Engine RESTFULAPI + DATA BACK-END FRONT-END + Apache BI SALES REPORT ANALYTICS CRM ID MA …
- 43. 43 Apache Unomi Privacy Management Server information Anonymize Control event recording Profile deletion PROTOTYPE
- 44. 44 ONE DEFINITION OF APACHE UNOMI A FRONT-END FOR USER-CENTRIC BIG DATA TECHNOLOGIES “ ”With data privacy from the ground up
- 45. 45 THE NEW MANDATE ELIE 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) “ ”
- 46. 46 RECAP: HARD VS. SOFT REQUIREMENTS HARD REQUIREMENTS • Systems agility • Transparentstandards 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
- 49. 49 THE NEW MANDATE ELIE AUVRAY, CEO, JAHIA THE WAY YOU HANDLE YOUR CUSTOMER DATA WILL DEFINE YOU AS A COMPANY. “ ”
- 50. 50 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?
- 52. 52 ADDITIONAL RESOURCES AKA AVOIDING BACK injuriesLynn Scheurell Director of Content Marketing M: 760.534.4770 E: lscheurell@jahia.com Kevin Cochrane Chief Marketing Officer M: 415.319.0028 E: kcochrane@jahia.com
- 53. 53 ABOUT JAHIA A 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, includingnon-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 info@jahia.com