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Beyond Websites: The Road to Delightin the Age of the Customer
Digital Pulse - October 17, 2013
Jeff Cram @jeffcramCo-founder ISITE DesignPublisher, CMS Myth
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Digital Pulse - October 17, 2013
Jeff Cram @jeffcramCo-founder ISITE DesignPublisher, CMS Myth
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http://research.isitedesign.com/cms-wisdom-report/
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“The Transition from Web Content Management to
Customer Experience Management”
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Companies that are loved, winWe believe
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Delight isn’t just a tagline. It’s the bottom line.
We believe
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Benefits of positive experiences
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http://www.latimes.com/business/la-fi-silicon-valley-delight-20130510-dto,0,3670133.htmlstory
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“Yes, delight. A squishy, subjective, hard-to-pin-down term. So daringly unquantifiable, so proudly immeasurable. And now,
suddenly, all the rage in data-driven Silicon Valley.”
“In the surest sign that delight may be on the cusp of morphing from insurgent idea to overused buzzword, Microsoft and Dell have
embraced it. It's the corporate equivalent of parents joining Facebook, making it instantly uncool.”
“Hold the eye rolls, however, because underneath its trendiness and the suspicion that it's just some new marketing babble, the talk of delight
signals a radical shift in the way Silicon Valley creates products.”
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Back to Reality
Back to Reality (and it can bite)
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Your Website is not a Project We believe
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“Insanity is redesigning a website over and over again but expecting different results”
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http://beantin.se/post/9332513675/complete-website-redesign-avoid-gora-om-webbplats
Death by Redesign
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Death by RFP
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Death by Demo
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Improve today’s experience
Transformthe organization
Sustain cultural change
Time
Cust
om
er
experi
ence
qualit
yCustomer-focused transformation
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Experience hacking
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Improve today’s experience
Transformthe organization
Sustain cultural change
Time
Cust
om
er
experi
ence
qualit
yCustomer-focused transformation
Source: Forrester Research
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Are you DX Ready?
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Competency What is it? Grade
VisionA well communicated short and long term vision for the role of digital and experience
Culture & Governance
The right roles on the team to achieve your goals with a written governance model
Customer InsightActive programs to gather customer data and well understood personas to design from
ContentAn internal owner for content and an ongoing program to plan, manage and deliver it
Technology
Technology systems and roadmap that can deliver on the short and medium term needs of the organization
OperationsAn operational model for executing ongoing projects across the organization
Data & Optimization
A data-driven continuous improvement program that yields ongoing lift and learnings.
Digital Experience Readiness
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Strategy
Business
Social
Experience
Brand
Technology
Search
Brand
Digital
Website
Content
Analytics
Community
Marketing
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Experience Strategy
Business
Social
Experience
Brand
Technology
Search
Brand
Digital
Website
Content
Analytics
Community
Marketing
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AIMDigital Experience Framework
TM
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Four Keys to Organizational Readiness
• Ready to engage– Organization has started planning and preparing
for change with existing research prepared to inform next steps.
• Senior leaders as active stakeholders– Marketing, technology and executive leaders are
bought into the idea of digital transformation.
• Access to customers and data– Ready to collaborate to better understand the
voice of the customer and use real customers to inform strategy.
• Willing to co-create vision and strategy – A willingness to participate in the process in
order to co-create the strategy and vision for the organization.
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Align Imagine Map
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Align Imagine Map
Business & Customer / Team & CultureJourneys & Content / Process & Technology
Measurement
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Business• Goals & brand• Competition• Team & culture• Content• Technology• Success metrics
Customers• Brand perception• Needs & motives• Expectations
AIM: Align
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Align Imagine Map
Ideation / Touchpoint design / Co-creation
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Activities• Ideation• Touchpoint design• Co-creation
Artifacts• Opportunities• Prototype(s)
AIM: Imagine
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Pick that persona’s most important pain point
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Document the surrounding customer journey
All of the steps the customer takes
All of the touchpoints the customer interacts with
Stevereceivesstatementin mail
throwsstatement on desk &ignores
sees chargethat lookswrong
logs into website
tries to getdetails about charge
looks forcustomerservicenumber
callscustomerservice
talksto CSR
tweetsinfrustrationopens &
reads statement
paperstatementenvelope website
mobilephone IVR
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Assess the relative importance of each touch point
Business Benefit
Customer Benefit User Impact Overall
Scale 1=low, 2=medium, 3=high
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Assess the feasibility of each idea
Idea Effort Status Clarity Risk
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“A tool used for experience design is now an important input to strategy.”
~ Christine Chastain, R/GA
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Imagine MapAlign
Future State / Service Blueprint / Roadmap
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Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”
Prioritizing the initiatives
AIM: Map
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