adobe: intrapreneurs and the digital customer experience

Copyright 2010 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 1

Digital Intrapreneurs and the Customer Experience Revolution Erik Larson | Senior Director, Product Management and Strategy

Changing the world, one screen at a time

2010 Adobe Systems Incorporated. All Rights Reserved. 2

The Agenda in Three Chapters

1.  Yesterday’s wave of digital entrepreneurs makes way to a new wave of intrapreneurs.

2.  Quick Case Studies: The future is here, though not evenly distributed.

3.  Leverage a simple framework for your plan.


Chapter One:

Intrapreneurs and Digital Innovation


We know entrepreneurs.

“They pursue opportunities beyond the tangible resources currently controlled by their organizations. And they’re driven to identify new opportunities, not protect what their companies already have.”

Bill Sahlman, Harvard Business School


But what is an intrapreneur?


Intrapreneurs are employed by large organizations that are…

• Driven by ROI because they take in and spend a lot of money. • Actively managing risk because they have a lot to lose. • Focused on existing customers …or should be.


Intrapreneurs are…

Like Entrepreneurs

Marshal people and money to pursue opportunities

Blaze new trails and motivate people

Seek upside


Intrapreneurs are our customers and…

Like Entrepreneurs Unlike Entrepreneurs

Marshal people and money to pursue opportunities

Marshal existing brand equity and customer relationships

Blaze new trails and motivate people

Work with existing systems and people they don’t control

Seek upside Manage downside


Intrapreneurs are our customers and…


Engagement Matters More Than Ever

90% of C-level executives said customer engagement is critical to success

- 300 C-level executives surveyed by Economist Magazine

2010 Adobe Systems Incorporated. All Rights Reserved.


Customer experience is critical

February 2010 “The State Of Customer Experience, 2010”


Firms want experience to be a differentiator

February 2010 “The State Of Customer Experience, 2010” February 2010 “The State Of Customer Experience, 2010”


Frustrating customers is costly

February 2010 “Web Sites That Don’t Support Customers’ Goals Waste Millions”


It’s not only the old, system-centric problems that matter.

False promises

Delayed schedules

Costly deployments


Most important are the new, customer-centric ones.

Designing from customers in, not systems out

Creating customer experiences that span multiple contexts

Measuring and optimizing the customer experience


We Face a Shifting Marketplace with Interconnected Channels

Paid Search

Games

Social Video

Banner

Widgets

IPTV

Call Center

Direct Mail

Rating Sites

Organic Search

TV

Lead Gen

Print

Blogs

Email

Mobile

Web Site

Acquisition

Conversion

Retention


But We Must View It Through the Eyes of Our Customers

See TV ad for product

Search online for product

Research product online Visit store

for help

Buy product online

Visit store to get help with product

Buy accessories in store

Research accessories for product

Receive promo for product

Receive mobile ad for product

Join Facebook community for product

Receive product updates

View video for newer product

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Enterprises Face a User-Centric Moment of Truth


A New Generation of Digital Experiences


b

Customers Expect Great Experiences – We Must Deliver

Social Computing Web 2.0 Multi-Screen


Chapter Two:

Case Studies In Customer Experience


  PNC Virtual Wallet captures Gen Y - over 80% usage by 17-34 year-olds

  >250 new accounts added daily   Drives brand and marketing strategy, now rolling out to all

segments.

PNC Bank - Launch new service to capture Gen Y demographic


  90% close rate on insurance sales   Call center reps are over 200% more effective than on-site sales

reps   Customers prefer it…99 to 1…

Impuls Insurance – Increase customer engagement and sales efficiency


  Reduced average time to benefits from 26 to 6 days   Slashed CSR enablement time from 2 years to 2 days   Raised satisfaction from 58% to 70%

Southwark – Better serve citizens and respond to changing times


  $7B in revenue with 200,000 high-value end users   From cost of doing business to destination, differentiator and brand

builder   Measurable communication channel for cross-sell/up-sell and

engagement

Improving Revenue with B2C Customer Servicing


  85M subscribers with 1M turnover each month   From cost of doing business to destination, differentiator and brand

builder   Measurable communication channel for cross-sell/up-sell and

engagement

Improving Revenue with B2C Customer Servicing

MyTelco WIDGET

Cross/Up-sell, Engagement

SETUP WIZARD

Cost, Cross/Up-sell, Engagement

SECURE eBILL

Cost, Security

WEB to CSR

Engagement


Chapter Three:

Your Customer Experience Mission


A Simple Framework

1.  Acknowledge that you need a Customer Experience Management strategy.

2.  Establish a 2 year roadmap of projects organized around customer touch-points.

3.  Pick a high-ROI project and world-class partners as the, design from the customer in, then broadcast your success in support of the larger goal.


You Need a Platform for Customer Experience Management Solutions

Customer Experience Management


UX

eRIA

Process Content

Social

Customer Experience Management Platforms are Coming Together Now

Cus

tom

er-F

acin

g E

xper

ienc

es

Front-Line Em

ployee Experiences

optim

izat

ion optim

ization

optimization


Thank You Erik Larson [email protected] @erikdlarson blogs.adobe.com/i2

adobe: intrapreneurs and the digital customer experience

Technology

adobe confidential

state of customer experience

existing customers

new wave of intrapreneurs

product management

digital intrapreneurs

new opportunities

frustrating customers