1.
1
The Digital Customer
Experience Imperative

2.
What
Why
How

3.
What is the imperative?
The Need for a Platform to Deliver Positive
Experiences Across All Touch Points.

4.
Characterized by:
1. Consistency
2. Relevancy

5.
Consistency
“We Are What We
Repeatedly Do”
Aristotle

6.
Consistency
Really talking about brand
consistency.
(Delivered through digital channels)

7.
Consistency
= UX, Design and
Content. Experience.
= Taste, acidity,
carbonation.

8.
Consistency
Not as easy as manufacturing.
Need –
• Multiple technologies working together
• Process for governing mass
communications
• Multiple cross functional skill sets

9.
I Heart Virgin America

10.
Consistency
If your brand values customer service:
• Online Chat with a real person
• On your website
• On Social
• Online Management of my Account

11.
Relevancy
Personalized Communications, When and
Where I want them.

12.
Relevancy
• Portals that contain my relevant
information
• Custom communications through every
channel
• Email
• Social
• SMS
• Direct Mail

13.
What
Why
How

14.
Here’s a few reasons
• Your industry is Changing and is more
competitive
• There’s pressure to reduce your
fees/costs
• Your competitors are almost certainly
working on this.
BUT The biggest reason -

15.
Your customer now expects it.

16.
Expectations have changed
Blame Amazon

17.
Expectations have changed
Not all their fault:
80 million Baby Boomers, 46 million
Generation X, and 76 million Generation
Y/Millennials
“Digital Natives” are now calling
the shots.

18.
Expectations have changed
Woo’ing these customers through
experience is worth it:
• 63% increase in in customer satisfaction
• 53% increase in site traffic
• 49% increase in leads
• 46% increase in conversion
(Altimitir Groups – 2014 State of Digital Transformation)

19.
What
Why
How

20.
It’s not easy, but here’s a start -
1. Designate a Digital Customer Experience
Champion
2. Define Personas
3. Define Customer Journey
4. Define the Digital Vision
5. Gather Gaps and Challenges
6. Define Capabilities
7. Execute a Roadmap

21.
Digital Champion
54% of the time this
is the CMO, but CEO’s
and CIO’s also are
common.
DIGITAL!
Assemble a cross
functional team.

22.
Carl
•61 Year Old
•Married, 2 kids out of college
•15 Years as an RIA
•Working more than full time
•Post Graduate Degree
•High on energy and very competitive
•High level of perceived sophistication and trust
•Internet Usage 2 hours / day to Check his financials
•Low level of information seeking
•Has significant infrastructure
Things he wants to know Things he wants to do
Wants to know why he should switch
Years in Business and History
How to keep his clients happy
Level of reports available and past success
How to sell non-traded REITs
Minimum Size of Products
Be Contacted Proactively
Have access to performance data
Network and events
Read about firm history
Read News & events for the latest information
Scenario
Carl is older and has been around the block. He is
more or less open to new products and
approaches but approaches each with a sense of
caution due to past industry problems and
fluctuations.
He knows his stuff and despite his cautious
nature can be convinced about products
through a solid, trusting personal relationship,
industry data, and what his peers are doing.
Persona Development

23.
Industry
Awareness
Brand
Awareness
Evaluation Conversion Development
Needs,
Values,
Wants
Technologies
Channels
and
Content
Customer Journey

24.
Based on the Customer Journey:
How do they want us to interact with them?
How does that align with our business objectives?
DigitalVision

25.
Conduct organization wide stakeholder interviews:
• What do you spend your time on that you
shouldn’t?
• What prevents you from commuicating with
your customers the way you need to?
Gaps and Challenges

26.
Capabilities are the “needs” that employees have
to do their jobs, agnostic to technology.
Define Capabilities

27.
These capabilities can then be mapped to
technologies.
Define Capabilities

28.
Implementing capabilities can be defined in a series
of projects.
Develop a Roadmap
0. Technology Architecture
1. Analytics Workstream
1.1Existing Analytics Optimization
1.2 Persona Development
1.2.1 Customer Journey Mapping
2. Cross Channel Analytics Workstream
2.1 Technology Integration
2.1.1 Eloqua/Sitecore Connection
2.1.2 Eloqua/Salesforce Connection
2.2 Cross Channel Analytics Strategy and Implementation
3. Collaboration WorkStream
3.1 Document Management Tool Selection and Tool Requirements
3.1.1 Tool Implementation
3.1.1.1 Automated Inter-departmental Notifications
3.2 Define Marketing Department Only Workflows
Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015

29.
Connect with us
1-877-339-6264
www.edynamic.net
contact@edynamic.net
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facebook.com/edynamic.net