Digital Transformation 2016: The latest approaches to simplify digital customer
Transcript of Digital Transformation 2016: The latest approaches to simplify digital customer
![Page 1: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/1.jpg)
Digital Marketing Priorities 2016 Brought to you by:
Digital Transformation 2016
Back to BasicsBob EgnerVP Product ManagementEpiserverIn the face of digital transformation, marketing leaders must not blindly follow the hype and chase after new technologies. This webinar takes you back to the basics by providing practical tips on how to identify your biggest marketing problems, map out a digital roadmap aligned with the customer journey, and deliver a consistent customer experience to win.
![Page 2: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/2.jpg)
2About Episerver
Where threesegments converge
![Page 3: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/3.jpg)
3About Episerver
Our Mission To build the leading digital experience delivery platform to empower our customers to createstandout experiences for their customers – everywhere they engage
![Page 4: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/4.jpg)
About Episerver
Our Company by the Numbers30,000websites powered globally
340employees across 15 offices
280,000web editors worldwide
8,800customers served in 30 countries
$2B+commerce transactions per year across all customers
880partners carrying our brands
33,000members in our developer community
100%focused on digital experience
4
![Page 5: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/5.jpg)
5It’s all about the customer
I have a meme…• 9th result on Google images
search for “Bob Egner”• Pointed out by my teenage
daughter
www.cmswire.com/cms/customer-experience/get-on-board-with-b2b-ecommerce-forrester-warns-025368.php
![Page 6: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/6.jpg)
6It’s all about the customer
I have a meme…• 9th result on Google images
search for “Bob Egner”• Pointed out by my teenage
daughter
www.cmswire.com/cms/customer-experience/get-on-board-with-b2b-ecommerce-forrester-warns-025368.php
You need to adapt to your changing customer
![Page 7: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/7.jpg)
7
Manufacturing 1900 - 1960
It’s all about the customer
Evolution of Advantage
Age of the Customer
![Page 8: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/8.jpg)
8
Manufacturing 1900 - 1960
It’s all about the customer
Evolution of Advantage
Distribution 1960 - 1990Age of the Customer
![Page 9: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/9.jpg)
9
Manufacturing 1900 - 1960
It’s all about the customer
Evolution of Advantage
Distribution 1960 - 1990
Information 1990 - 2010
Age of the Customer
![Page 10: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/10.jpg)
10
Manufacturing 1900 - 1960
It’s all about the customer
Evolution of Advantage
Distribution 1960 - 1990
Information 1990 - 2010
Customer 2010 - ??
Systems designed for success here…
Need to adapt for the mobile power shift
Age of the Customer
![Page 11: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/11.jpg)
It’s all about the customer
Consider the customer journey
Visible Trusted
Loyal
Engaged
ConvertedService
In Touch
![Page 12: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/12.jpg)
It’s all about the customer
Consider the customer journey
Visible Trusted
Loyal
Engaged
ConvertedService
In Touch
Acquisition
Business case to drive top line- Not so hard
![Page 13: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/13.jpg)
It’s all about the customer
Consider the customer journey
Visible Trusted
Loyal
Engaged
ConvertedService
In Touch
Acquisition
GoalServiceLoyalty
Business case to drive top line- Not so hard
Business case to drive transformation- A bit harder
![Page 14: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/14.jpg)
14Digital transformation
Focus on value1. Leadership and vision Just do it
Redesign orreconsider
Extend toenhance
Why?
Value to Business
Benefit tocustomer
low
high
low high
![Page 15: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/15.jpg)
15Digital transformation
Focus on value1. Leadership and vision2. Customer experience
Value to Business
Benefit tocustomer
low
high
low high
efficiency
![Page 16: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/16.jpg)
16Digital transformation
Focus on value1. Leadership and vision2. Customer experience3. Operational process
Value to Business
Benefit tocustomer
low
high
low high
efficiencyexpe
rienc
e
![Page 17: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/17.jpg)
17Digital transformation
Focus on value1. Leadership and vision2. Customer experience3. Operational process4. Business model
Value to Business
Benefit tocustomer
low
high
low high
efficiencyexpe
rienc
etra
nsfor
mative
![Page 18: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/18.jpg)
18Digital transformation
Customer expectations
• Information that is useful
• Simple way to get to that useful information
• Looks great on whatever device I happen to be using
• Help me take the next step
B2C guy B2B guy
![Page 19: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/19.jpg)
19
Relevance
![Page 20: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/20.jpg)
20
![Page 21: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/21.jpg)
21
Focus traveler’s journey and destination
Numerous data sources indexed and surfaced on one site
Expansion to car park and duty free
![Page 22: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/22.jpg)
22
![Page 23: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/23.jpg)
23
![Page 24: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/24.jpg)
24
Educational content and video on
responsive site
Categorized by medical practice
areas
Personalized to deliver most
relevant, freshest information
![Page 25: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/25.jpg)
25
Multi-channel
![Page 26: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/26.jpg)
26Secure account
mgmtPersonalized
contentDetailed product
infoSecure account mgmt
Personalized content
Detailed product infoSecure account
mgmtPersonalized
contentDetailed product
info
![Page 27: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/27.jpg)
27Secure account
mgmtPersonalized
contentDetailed product
infoSecure account mgmt
Personalized content
Detailed product infoSecure account
mgmtPersonalized
contentDetailed product
info
![Page 28: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/28.jpg)
28Secure account
mgmtPersonalized
contentDetailed product
infoSecure account mgmt
Personalized content
Detailed product infoSecure account
mgmtPersonalized
contentDetailed product
info
Apparel, houseware, and gifts targeted at
new mothers
KPI boost from progressive
personalization
Relevant abandon cart email drives
astonishing mobile results
![Page 29: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/29.jpg)
29
Mobile
![Page 30: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/30.jpg)
30
![Page 31: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/31.jpg)
31
![Page 32: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/32.jpg)
32
Customer experience project aimed at entrance
congestionResponsive site
focused on selection, arrival,
and ticketingMeghan Curran
named 2015 Customer Champion
by 1to1 Media
![Page 33: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/33.jpg)
33
![Page 34: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/34.jpg)
34
![Page 35: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/35.jpg)
Large scale pumping systems
Native mobile appField engineer
journey
35
Guided sellingStreamline ordering
![Page 36: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/36.jpg)
36
Content and Commerce
![Page 37: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/37.jpg)
37
![Page 38: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/38.jpg)
38
Trading in 5 markets with retail stores
and online presence
Rich content, expert opinion, and enthusiast magazine
Guided omnichannel customer
experience
![Page 39: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/39.jpg)
39
![Page 40: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/40.jpg)
40
![Page 41: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/41.jpg)
41
Specialized B2B adhesive products
Content rich site addresses customer
problems
Unique content destination boosts
SEO
![Page 42: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/42.jpg)
42
Data Science
![Page 43: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/43.jpg)
43
![Page 44: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/44.jpg)
44
![Page 45: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/45.jpg)
45
Digital flagship restaurant
Contextual experience:
Location, time, and weather
Personalized:Loyalty enhances
experience
![Page 46: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/46.jpg)
46
Secure account mgmt
Personalized content
Detailed product infoSecure account
mgmtPersonalized
contentDetailed product
infoSecure account mgmt
Personalized content
Detailed product info
![Page 47: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/47.jpg)
47
Secure account mgmt
Personalized content
Detailed product infoSecure account
mgmtPersonalized
contentDetailed product
infoSecure account mgmt
Personalized content
Detailed product info
![Page 48: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/48.jpg)
48
Secure account mgmt
Personalized content
Detailed product infoSecure account
mgmtPersonalized
contentDetailed product
infoSecure account mgmt
Personalized content
Detailed product info
50+ customers in 14 countries on
branded transactional sites
Promotional, apparel, and print
items forcustomized print
Employee, partner, or customer ordered
with consolidated billing
![Page 49: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/49.jpg)
49Digital transformation with Smart Insights
Summary• Focus on customer• Transformation is bigger than technology• Business problems are usually unique• There are a lot of clever people out there who can help
![Page 50: Digital Transformation 2016: The latest approaches to simplify digital customer](https://reader036.fdocuments.us/reader036/viewer/2022062904/5884221c1a28ab485c8b5cd1/html5/thumbnails/50.jpg)
50Digital transformation with Smart Insights
Thank you
Questions?