1
Marketing, Disrupted.

THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 2
THIRD WAVE OF DIGITAL MARKETING
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 3
THE NEW CUSTOMER IMPERATIVE
Convenience Immediacy Intimacy
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
BARONESS GREENFIELD OF OTMOOR

PROFESSOR SYNAPTIC PHARMACOLOGY ...
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
I’M A NEW CUSTOMER
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
ISOLATED INTERACTIONS.

CONNECTIONS.
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
I TRUST YOU. I SMILE.
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 10
I AM NOT A SIMULACRAM
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 11
Today, 89% of marketers compete primarily on the
basis of cu...
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
THE ART OF MARKETING IS

THE ART OF THE POSSIBLE
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 13
IT’S A PERSONAL CHOICE
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 14
AND IT’S HOW YOU WIN
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 15
HOW DID WE LOSE THE
HUMAN ELEMENT?
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 16
BI
SALES
SUPPORT
REPORT
CMS
ANALYTICS
CRM
ID
MA
?
WE OPTIMIZ...
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 17
CMO CHALLENGE:
FRAGMENTED MARTECH STACK
LUMASCAPE LUMA PARTN...
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 18
CIO CHALLENGE:
SILOED SYSTEMS AND DATA
LUMASCAPE LUMA PARTNE...
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 19
WE’VE REACHED SINGULARITY
WE HAVE REACHED THE
TIPPING POINT
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 20
1 SECOND 

TO LOSE TRUST



8 SECONDS TO DISENGANGE
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 21
I AM A REAL HUMAN
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 22
AND
PRIVACY

MATTERS
© Jahia Solutions Group I May 2016 23
I, HUMAN
1/ CONNECT
2/ PROTECT
3/ RESPECT
Copyright: Marvel Comics – Avengers, The A...
Title of Presentation I Date of Presentation 24
ACT 1
Title of Presentation I Date of Presentation 25
ACT 1
CMO
• Digital strategy
• Customer experience
Title of Presentation I Date of Presentation 26
ACT 1
Systems
CMO
• Digital strategy
• Customer experience
Title of Presentation I Date of Presentation 27
ACT 1
Systems
Campaigns
CMO
• Digital strategy
• Customer experience
Title of Presentation I Date of Presentation 28
ACT 1
Systems
Campaigns
Channels
CMO
• Digital strategy
• Customer experie...
Title of Presentation I Date of Presentation 29
ACT 1
CMO
• Digital strategy
• Customer experience
Systems
Campaigns
• Exp...
Title of Presentation I Date of Presentation 30
ACT 1
CMO
• Digital strategy
• Customer experience
CIO
• Digital transform...
Title of Presentation I Date of Presentation 31
ACT 1
Systems
CMO
• Digital strategy
• Customer experience
CIO
• Digital t...
Title of Presentation I Date of Presentation 32
ACT 1
Teams
Systems
CMO
• Digital strategy
• Customer experience
CIO
• Dig...
Title of Presentation I Date of Presentation 33
ACT 1
Teams
Systems
Apps
CMO
• Digital strategy
• Customer experience
CIO
...
Title of Presentation I Date of Presentation 34
ACT 1
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO
• Digital strategy
...
Title of Presentation I Date of Presentation 35
ACT 1
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO
• Digital strategy
...
Title of Presentation I Date of Presentation 36
ACT 2
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO
• Digital strategy
...
Title of Presentation I Date of Presentation 37
ACT 2
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO
• Digital strategy
...
Title of Presentation I Date of Presentation 38
ACT 2
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO
• Digital strategy
...
Title of Presentation I Date of Presentation 39
ACT 3
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO
• Digital strategy
...
Title of Presentation I Date of Presentation 40
ACT 3
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO
• Digital strategy
...
Title of Presentation I Date of Presentation 41
ACT 3
Systems
Campaigns
ChannelsTeams
Systems
Apps
CMO
• Digital strategy
...
Title of Presentation I Date of Presentation 42
SAVE A CHEERLEADER, SAVE THE WORLD
Systems
Campaigns
ChannelsTeams
Systems...
43
IT’S TIME TO BUILD TRUSTED RELATIONSHIPS
The Future of
Marketing is the
Future of Customer
Relationships. Know
Your Cus...
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
BE A JEDI. JOIN US.
INDY500 with Oriol Servia
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
Title of Presentation I Date of Presentation 46
THE END!
THANKS FOR LISTENING
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 47
BECAUSE TRUST DOES MATTER
THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 48
+
UNOMI CORE

CXS
ID
directory
Segmentation
Engine
Events
Tr...
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Drive Customer Loyalty, Advocacy and Smiles

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Publié le

Jahia CMO Kevin Cochrane presented at Gartner's Digital Marketing Conference about what it means to truly invest in customer experience (CX).

"Brands that win will focus on customer experience. They will bring back the human element. They will connect, protect and respect their customers. They will expand their focus beyond data-driven marketing and customer acquisition to the post-login experience.

In other words, they will make their customers smile."

Publié dans : Technologie
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Drive Customer Loyalty, Advocacy and Smiles

  1. 1. 1 Marketing, Disrupted.

  2. 2. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 2 THIRD WAVE OF DIGITAL MARKETING
  3. 3. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 3 THE NEW CUSTOMER IMPERATIVE Convenience Immediacy Intimacy
  4. 4. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 BARONESS GREENFIELD OF OTMOOR
 PROFESSOR SYNAPTIC PHARMACOLOGY AT OXFORD MIND-CHANGE.
 
 RETHINK BRAND.
 
 EMOTIONS MATTER.
  5. 5. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 I’M A NEW CUSTOMER
  6. 6. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 ISOLATED INTERACTIONS.
 CONNECTIONS.
  7. 7. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 I TRUST YOU. I SMILE.
  8. 8. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
  9. 9. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
  10. 10. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 10 I AM NOT A SIMULACRAM
  11. 11. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 11 Today, 89% of marketers compete primarily on the basis of customer experience - discrete moments that, together, strengthen or weaken a customer’s preference, loyalty, and advocacy Source : 2016 Gartner CEO Survey I AM A REAL CUSTOMER. 
 AND YOUR POTENTIAL ADVOCATE.
  12. 12. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 THE ART OF MARKETING IS
 THE ART OF THE POSSIBLE
  13. 13. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 13 IT’S A PERSONAL CHOICE
  14. 14. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 14 AND IT’S HOW YOU WIN
  15. 15. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 15 HOW DID WE LOSE THE HUMAN ELEMENT?
  16. 16. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 16 BI SALES SUPPORT REPORT CMS ANALYTICS CRM ID MA ? WE OPTIMIZED FUNCTIONS
  17. 17. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 17 CMO CHALLENGE: FRAGMENTED MARTECH STACK LUMASCAPE LUMA PARTNERS COPYRIGHT 2015
  18. 18. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 18 CIO CHALLENGE: SILOED SYSTEMS AND DATA LUMASCAPE LUMA PARTNERS COPYRIGHT 2015
  19. 19. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 19 WE’VE REACHED SINGULARITY WE HAVE REACHED THE TIPPING POINT
  20. 20. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 20 1 SECOND 
 TO LOSE TRUST
 
 8 SECONDS TO DISENGANGE
  21. 21. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 21 I AM A REAL HUMAN
  22. 22. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 22 AND PRIVACY
 MATTERS
  23. 23. © Jahia Solutions Group I May 2016 23 I, HUMAN 1/ CONNECT 2/ PROTECT 3/ RESPECT Copyright: Marvel Comics – Avengers, The Age of Ultron THREE LAWS OF TRUSTED BRANDS
  24. 24. Title of Presentation I Date of Presentation 24 ACT 1
  25. 25. Title of Presentation I Date of Presentation 25 ACT 1 CMO • Digital strategy • Customer experience
  26. 26. Title of Presentation I Date of Presentation 26 ACT 1 Systems CMO • Digital strategy • Customer experience
  27. 27. Title of Presentation I Date of Presentation 27 ACT 1 Systems Campaigns CMO • Digital strategy • Customer experience
  28. 28. Title of Presentation I Date of Presentation 28 ACT 1 Systems Campaigns Channels CMO • Digital strategy • Customer experience
  29. 29. Title of Presentation I Date of Presentation 29 ACT 1 CMO • Digital strategy • Customer experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
  30. 30. Title of Presentation I Date of Presentation 30 ACT 1 CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
  31. 31. Title of Presentation I Date of Presentation 31 ACT 1 Systems CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
  32. 32. Title of Presentation I Date of Presentation 32 ACT 1 Teams Systems CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
  33. 33. Title of Presentation I Date of Presentation 33 ACT 1 Teams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience Systems Campaigns • Expotential complexity • Diminishing returns • Hard limit to engagement Channels
  34. 34. Title of Presentation I Date of Presentation 34 ACT 1 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget
  35. 35. Title of Presentation I Date of Presentation 35 ACT 1 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences
  36. 36. Title of Presentation I Date of Presentation 36 ACT 2 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance
  37. 37. Title of Presentation I Date of Presentation 37 ACT 2 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance One disclosure • Lost trust • Lost brand • Lost business
  38. 38. Title of Presentation I Date of Presentation 38 ACT 2 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - FOREVER One disclosure • Lost trust • Lost brand • Lost business
  39. 39. Title of Presentation I Date of Presentation 39 ACT 3 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - forever One disclosure • Lost trust • Lost brand • Lost business 
 ONE
 SECURE
 CONTEXT
  40. 40. Title of Presentation I Date of Presentation 40 ACT 3 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - forever One disclosure • Lost trust • Lost brand • Lost business ONE
 PERSONAL
 EXPERIENCE
 
 ONE
 SECURE
 CONTEXT
  41. 41. Title of Presentation I Date of Presentation 41 ACT 3 Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - forever One disclosure • Lost trust • Lost brand • Lost business ONE
 PERSONAL
 EXPERIENCE
 
 ONE
 SECURE
 CONTEXT ONE-TO-ONE
 TRUSTED RELATIONSHIP
  42. 42. Title of Presentation I Date of Presentation 42 SAVE A CHEERLEADER, SAVE THE WORLD Systems Campaigns ChannelsTeams Systems Apps CMO • Digital strategy • Customer experience CIO • Digital transformation • Employee experience • Expotential complexity • Diminishing returns • Hard limit to engagement • Expotential complexity • Unlimited time • Unlimited budget • Disconnected context • Disconnected conversations • Disconnected experiences One email • Lost data • Lost privacy • Lost compliance • 1 second to lose trust • 8 seconds to dis-engage - forever One disclosure • Lost trust • Lost brand • Lost business ONE
 PERSONAL
 EXPERIENCE
 
 ONE
 SECURE
 CONTEXT ONE-TO-ONE
 TRUSTED RELATIONSHIP Brand Advocate Lifetime Customer Sustainable Digital Leadership BRAND
 AMBASSADOR
  43. 43. 43 IT’S TIME TO BUILD TRUSTED RELATIONSHIPS The Future of Marketing is the Future of Customer Relationships. Know Your Customers. 
 And Respect Them.
  44. 44. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 BE A JEDI. JOIN US. INDY500 with Oriol Servia
  45. 45. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016
  46. 46. Title of Presentation I Date of Presentation 46 THE END! THANKS FOR LISTENING
  47. 47. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 47 BECAUSE TRUST DOES MATTER
  48. 48. THE DIGITAL CUSTOMER JOURNEY I ©Jahia Solutions Group 2016 48 + UNOMI CORE
 CXS ID directory Segmentation Engine Events Tracking Engine RESTFUL API + DATA BACK-END FRONT-END + Apache BI SALES REPORT ANALYTICS CRM ID MA … PIONEERING UNIFIED CONTEXT & TRUST

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