Today, customers move fast. Fast to evaluate, fast to purchase and fast to return goods. To stay ahead, organizations need to optimize their digital experience. We surveyed 300 digital experts in organizations across 14 European countries and 8 industry sectors to find out how they create winning customer experiences. Watch this 20-minute executive webinar to learn from the leaders. This webinar will demonstrate: - How to boost digital experiences to meet customer demand. - How to deliver the best digital experiences to compete with market leaders. - How the market leaders are using experimentation to win over digital-first customers.

1. 1
Accelerating
Customer Speed
in Europe
Lisette Huyskamp | EMEA and ANZ Marketing
Martijn Beijk | EMEA Director of Solutions Engineering

2. 2
Lisette Huyskamp
Director of EMEA and ANZ Marketing
Housekeeping: Ask questions in the Q&A widget
We will share the recording and slides
Martijn Beijk
EMEA Director of Solutions Engineering

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Customers move fast, you need to move faster
Digital transformation is ongoing and organizations need to
repeatedly optimize their customer digital experience using
experimentation
Customers today have sky-high expectations
Established brands are under threat from digital dominators:

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Digital experimentation means A/B testing and testing with
multiple variables in order to provide the best possible
customer experience across all digital touch points
Digital experimentation defined
of digital experts see value
in digital experimentation

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Today’s digital leaders win
by using experimentation at-scale
“Our success is a function of how many experiments
we do per year, per month, per week, per day.”
Jeff Bezos
“Our company culture encourages experimentation
and free flow of ideas.”
Larry Page
“We use experimentation and testing to inform as
much of the business as we possibly can”
Gregory Peters, CPO
“Our aim is to create the best product for our
customers, and we do that through constant
innovation and testing.”
Gillan Tans, CEO

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Key takeaways
How to separate yourself from competitors
Ways to grow revenue with an experimentation culture
Why failure IS an option
The methods to drive innovation through experimentation
How to create winning digital experiences

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The three stages of
experimentation
across Europe

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Move fast and keep optimizing — whatever your level
Introduce experimentation
Focus on scaling up
It’s OK to fail
Show off benefits
Avoid the vicious cycle

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Move fast and keep optimizing — whatever your level
Keep scaling
Activate your data
Implement learnings
Have a dedicated
experimentation team
Spread experimentation
to every department

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Move fast and keep optimizing — whatever your level
Keep implementing learnings
Take more risks
Cement bottom-up
organization
Cement experimentation in
the business
Stay curious to stay ahead

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“Amazon will be experimenting at the right
scale for a company of our size if we
occasionally have multibillion-dollar failures.
If the size of your failures isn't growing,
you're not going to invent a size that can
actually move the needle.”
Failure IS an option
Jeff Bezos, Amazon

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The pitfalls of
experimentation
in Europe

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Three main pitfalls
Solving the wrong problem

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“The beauty of data is not just in what it tells
you, it’s in what decisions you make based
on those insights...the data helps us to
understand what our customers really want.”
How Delivery Hero defied
its own expectations
Erin Mclaine, Delivery Hero

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Three main pitfalls
Experimenting in a vacuum

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Three main pitfalls
Bad data architecture

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Fears and
challenges

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Fears and challenges
Confidence in experimentation
Need more teams
supporting and valuing
experimentation
53%
38%

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Fears and challenges
Budget
Lack of budget

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Fears and challenges
The Vicious Cycle

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Fears and challenges
Confidence in experimentation
Budget
The Vicious Cycle

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Top-down vs. Bottom-up

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HIPPO: HIghly Paid Person’s Opinion
Defining Top-down
Organizations where insights and
innovations stem from senior
leadership and management:
the HIPPOs.
and Bottom-up approaches
Organizations which allow innovations
from all levels of the businesses to be
used in digital experimentation.

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Next steps

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Culture is key
Scale up faster
More complex experiments
Fail quickly
Implement as many actionable learnings as possible
Bottom-up organizations win
Keep taking risks
True experimentation learnings

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Move fast and keep optimizing
Introduce experimentation
Focus on scaling up
It’s OK to fail
Show off benefits
Avoid the vicious cycle
Keep scaling
Activate your data
Implement learnings
Have a dedicated
experimentation team
Spread experimentation
to every department
Keep implementing learnings
Take more risks
Cement bottom-up
organization
Cement experimentation in
the business
Stay curious to stay ahead
Whatever your level

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Where next?
We will share with you the
research report, slides and
recording.

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You’ve got questions,
we’ve got answers

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Thank you!