Companies continue to invest heavily in their customer experience strategies. However, only 10% of customers agree that most brands meet their expectations for what they consider a “good experience.” That puts 90% of customers on the fence... or worse! Brands need to do better. A global survey of 6,000 global consumers and 600 marketers identifies insights around consumers’ expectations of a great customer experience, and strategies marketers are implementing to meet customers’ expectations. Get an overview of the findings from the research and apply three key takeaways to drastically improve your brand’s customer experience strategies in 2020. Join Acquia’s CMO Lynne Capozzi and Research Analyst Regina Corso as they examine the gap between reality and perception, and strategies marketers can implement. This webinar will cover: - New customer experience research findings and insights - Critical aspects of the experience that marketers must address to meet (and exceed) customers’ expectations - 3 key takeaways to improve your brand’s customer experience strategy in 2020

1. 3 Strategies to Improve Your
Brand’s Customer Experience
Go from underwhelming to
unforgettable in 2020
#AcquiaCX / acquia.com/cx

2. Today’s Speakers
Lynne Capozzi
Chief Marketing Officer
Acquia
Regina Corso
President & Founder
Regina Corso Consulting
#AcquiaCX / acquia.com/cx

3. OVERVIEW &
EXECUTIVE PREVIEW
To help brands deftly navigate today’s CX landscape, Acquia
commissioned a global survey of more than 6,000 consumers
and 600 marketers, examining disconnects between these
audiences when it comes to CX.
Here is a closer look at insights to enhance the customer
experience your company delivers – backed by the latest
global research.

4. 94%
Customer
Satisfaction
Rating
Leveraging
Drupal,
the Largest
Open Source
Community
4,000+
customers
across
sectors
30+
Fortune 100
customers
1,000+
Employees
Global
Partner
Program
GDPR
Ready
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.
THE OPEN SOURCE DIGITAL
EXPERIENCE COMPANY
WHO WE ARE

5. MEDIA &
ENTERTAINMENT
PUBLIC
SECTOR
HIGHER
EDUCATION
CPG AND
RETAIL

6. TECHNOLOGY LIFE
SCIENCES
FINANCIAL
SERVICES
OTHERS

7. #AcquiaCX / acquia.com/cx

8. AUSTRALIA
FRANCE
GERMANY
MEXICO
UNITED KINGDOM
UNITED STATES
6,000+
CONSUMERS
600+
MARKETERS

9. BRANDS -
HOW ARE
THEY DOING?
#AcquiaCX / acquia.com/cx

10. 2018 vs. 2019 Report Comparisons
Brands need to walk a fine line
between using information they
have for more targeted marketing
& not upsetting consumers
Number of customers
uncomfortable with what
brands know about them
47% 55% 66%
50%
90%
30%
2018
2019
2018
2019
2018
2019
Marketers are struggling to
get what they need from
vendors & their technology
Marketers also seem to have
softened on their overall
satisfaction with customer
experience technology
Number of unhappy
marketers
Number of satisfied
marketers

11. ONE THING IS PERFECTLY CLEAR:
MOST BRAND CXs ARE FAILING
Globally, there was one key takeaway regarding consumer experience:
of customers believe when it comes to delivering a good customer
experience, most brands fail to meet their expectations.

12. How Do People Feel About Brands?
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

13. Marketers Feel One Way…
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

14. ...But Do Consumers Agree?
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

15. WHAT ARE
THOSE
COMFORT
LEVELS?
#AcquiaCX / acquia.com/cx

16. Marketers: Of Course They’re Comfortable!
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

17. Consumers: But They Aren’t Really Comfortable.
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

18. Consumers: And, Here’s One Reason They’re Not Comfortable.
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

19. IS THERE
LOYALTY
TO BRANDS
TODAY?
#AcquiaCX / acquia.com/cx

20. Loyalty Is A Complicated Idea For Consumers.
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

21. THEY GET ME,
THEY REALLY
GET ME…
OR DO THEY?
#AcquiaCX / acquia.com/cx

22. FAILURE TO MEET
CUSTOMER EXPECTATIONS
COMES AT A COST
of customers say, “I often abandon a brand for another
when the online experience is poor.”
say, “I am loyal to certain brands, but as soon as I have a
bad experience with them, I move on.”

23. 3 STRATEGIES FOR MARKETERS:
REMEMBER: CX =
“CONVENIENT EXPERIENCE”
1
GET SERIOUS ABOUT
PERSONALIZATION
2
INVEST IN OPEN TECHNOLOGY3

24. UNDERSTANDING THE GAP
BETWEEN PERCEPTION AND
REALITYMarketers are often focused on CX innovation and novelty. But
customers want a streamlined, reliable experience:
Convenience:
90% of consumers
say when they
interact with a
brand online, they
want a convenient
experience.
ACTION: Don’t overcomplicate your CX. Ask yourself: Where can you strengthen the fundamentals?
1. CONVENIENCE

25. Tracking user behavior and building segments based
on visit frequency, referral site, and topic of interest
(fashion, beauty, lifestyle).
Using email prompt to turn returning visitors into
known users with 150+ personalizations on site serving
targeted content based on unified customer profile
Building third revenue stream delivering customized
products and ads based on content type viewed —
lifestyle browsers will see deal for bloom & wild, for
example.

26. FROM CONVENIENCE
TO PERSONALIZATION
of consumers say, “I often notice that the
brands I work with provide different
and/or inconsistent experiences across
different channels (physical store,
website, mobile app, etc.).”
TAKEAWAY: Personalization drives convenience; and there’s
an intimate connection between personalization and data.
2. PERSONALIZATION

27. IT’S A WAKEUP CALL FOR BRANDS
ACTION: It’s time to ask hard questions: Is your CX both convenient and personalized?
Or do you have room for improvement?
94% of marketers agree that,
overall, most brands fail to deliver a
good customer experience.
82% of marketers believe their
brands are meeting customer
expectations with regard to
customer experience – but only 10%
of customers agree.
The good news is that
customers make no
secret of what they
expect: a convenient,
personalized experience.
2. PERSONALIZATION

28. Prioritizing Personalization on ecommunity.com
Using Acquia Lift to place right message in front of user at right time. Customize
each user experience based on data.Increase conversions on site for Request
Appointment, Download, Form Completion
Results:
– 3x conversion rate for users who saw personalized content for “Request an
Appointment” compared to those who did not.
– 91% conversion rate for “Request an Appointment” for users who saw
personalized experience

29. To create online experiences that mirrored its
industry-leading bowling center experiences, Bowlero
needed a user-centric online presence.
Challenge: Supporting all 300+ centers at the brand and local level—while
accommodating for each center’s unique features—presented challenges.
Focusing on customer interactions: Drupal 8 CMS. Acquia Cloud, Acquia Lift, Acquia
Lightning, and Professional Services and Support.
Results:
– Conversion Rate: Increased by 79%
– Online Book Revenue: Increased by 33%
– Online Reservation: Increased 27%
– YoY Site Traffic: Increased by 20%

30. MARKETERS
ARE
STRUGGLING
#AcquiaCX / acquia.com/cx

31. The Struggles Are Real.
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

32. Personalization Is Hard To Deliver Today.
We provide the world’s most ambitious brands with technology that allows
them to embrace innovation and create customer moments that matter. At
Acquia, we believe in the power of community — giving our customers the
freedom to build tomorrow on their terms.

33. HIGH TECH, HIGH TOUCH: DON’T RELY ON
TECH AND MISS OUT ON THE HUMAN
TOUCH
ACTION: As you strategize your CX technology solutions, ensure
they take personalization and the human touch into account.
of consumers say, ”A human
touch is needed, in addition to
technology, for a positive
customer experience.”
Technology helps brands scale a great CX, but the way it’s implemented matters:
85%
agree that the problem with
automated brand experiences
is they are too impersonal.
75%
3. OPEN TECH

34. TECHNOLOGY HELPS IMPROVE
CONVENIENCE AND PERSONALIZATION
ACTION: Find and implement technologies that can improve
your core CX. And from there, consider innovations.
of consumers say, “Technology
should make my experiences
with brands more valuable.”
Consumers are open to technology as a pathway to improving their CX:
80%
say, “Technology should make
my online experiences with
brands better.”
82%
3. OPEN TECH

35. Brands should use AI
to improve their online
interactions.

36. Brands should use voice
assistance technology to
engage with them.

37. Challenge: Princess wanted to deliver a convenient guest experience that was
informative, contextual and seamless across multiple touchpoints beyond the
browser.
Everything contextual: across mobile devices, 120 digital signs, in-cabin video
Results:
– Transformed passenger cruise experience across their fleet of ships
– Passengers on any device can interact with mobile, room televisions, or
digital kiosks
– Passengers can connect with live event calendars, cruise itineraries,
video/meal ordering systems, scheduling/planning and billing applications

38. A 10-year-old proprietary platform was becoming
too costly for the State of Georgia to maintain and
was struggling to keep pace with site traffic.
Challenge: The Georgia Technology Authority is the digital services agency that
services the state of Georgia. Today, the GTA team has a lot to keep track of
because Georgia.gov serves as the front door to more than 55 state agency
websites. It’s crucial to provides citizens with access to government information and
services, and their proprietary platform was becoming difficult to maintain.
Embracing emerging channels: Built a platform that scales and embrace new
technologies like voice through Alexa (Ask Georgia.gov) to provide citizens better,
faster access to government information and services.
Results:
– Launched 55 agencies sites in 12 months
– Estimated savings of $4.7 million over five years
– Consolidate 20 on-premise servers to Acquia Cloud

39. 3 STRATEGIES FOR MARKETERS:
REMEMBER: CX =
“CONVENIENT EXPERIENCE”
1
GET SERIOUS ABOUT
PERSONALIZATION
2
INVEST IN OPEN TECHNOLOGY3

40. Customers have reasonable expectations,
and brands struggle to meet them.
Of course, that doesn’t mean brands
should give up.
The results of the Acquia-commissioned global survey
present an opportunity for marketers to plot a new course.
Visit acquia.com/CX to download a copy of
Acquia’s latest customer experience trends report
“Deliver the CX They Expect” and join the
conversation at #AcquiaCX
Contact Us: marketing@theacquiateam.com
DOWNLOAD NOW

41. #AcquiaCX / acquia.com/cx
Q&A
Additional Questions?
marketing@theacquiateam.com