Presented by Colin O'Neill and Amanda Bernard of ISITE Design at the 2013 Portland Digital Marketing Conference.
The need to orchestrate a unified digital experience is more important than ever as customers demand more from brands across an increasing number of digital touchpoints.
We all know customer experience is important, yet most organizations lack a plan that can deliver delight across the myriad of digital channels.
This workshop provides an actionable framework for creating a digital experience strategy and shares the seven imperatives you’ll need to master along the way. You’ll see examples from industry-leading brands that have used digital experience strategies to grow faster, maintain stronger margins and navigate the downturns better than their peers. Because when it comes to the role of experience for your organization, delight isn’t a tagline – it’s the bottom line.
3. #pdxdmc! @oneill_colin / @amandabernard
• Founded in 1997
– 70+ full time employees
– Portland & Boston
• Over 250 clients including Siemens,
Genzyme, Nike, Zipcar, Intel, Columbia
Sportswear, Wendys
a digital experience agency
5. #pdxdmc! @oneill_colin / @amandabernard
Strategy
Business
Brand
Technology
Content
Search
Social
Digital
Website
Analytics
E-mail
Community
Marketing
22. #pdxdmc! @oneill_colin / @amandabernard
Delight in Action
• Jaden Johnston, a busy working
mom, was looking for a
convenient and inexpensive
resource for new eyeglasses.
• Using Twitter, Jaden discovered
the Warby Parker Home-Try-On
Program. 5 pairs of glasses for 5
days – FREE!
!
!
!
!
!
23. #pdxdmc! @oneill_colin / @amandabernard
Digital Delight
• Virtual Try on
• Useful, engaging
& relevant content
• Buy a pair, give
a pair program
24. #pdxdmc! @oneill_colin / @amandabernard
Delight is Quick & Easy
• Value propositions that
caught Jaden’s attention:
– Try 5 pairs of glasses for 5 days
– FREE!
– Quick, free delivery (2 business
days) and free returns
25. #pdxdmc! @oneill_colin / @amandabernard
Delight Takes Many Forms
• Even the packaging delighted
Jaden:
“It has snaps! And a cloth covering!
And all of the glasses are in a neat
little row. It’s an OCD dream!”
26. #pdxdmc! @oneill_colin / @amandabernard
Little Details Matter
“All of the frames are perfectly
labeled so it was easy to tell
which was which. I had a
duplicate order, the same
frame in two different colors,
and they were right next to
each other in the box. It may
seem trivial, but the care they
took with all of the little details
made the experience just that
much sweeter.“
27. #pdxdmc! @oneill_colin / @amandabernard
Humor Goes a Long Way
“With hilariously pretentious
British names like the Miles,
the Langston, and the Finn,
I could not help but enjoy
trying them on.
28. #pdxdmc! @oneill_colin / @amandabernard
Satisfaction Guaranteed
(and Pain-free)
“In the end, I felt like all of the
frames I selected were too heavy
for my face. But with over 30 frame
shapes and 14 colors to choose
from, the answer to this dilemma is
clear: choose 5 more frames and
do the process all over again!
29. #pdxdmc! @oneill_colin / @amandabernard
Surprise & Delight
The Warby Parker social media team discovered
Jaden’s blog post and responded back to her
with a personalized video the same day.
30. #pdxdmc! @oneill_colin / @amandabernard
Source: Forrester
Acquisition
Connection
Loyalty
Need
Compare
Discover
Research
Purchase
Decide
Use
Get Help
Share
Personalize
PartnerEvangelize
Tribe
Search
Customer
Experience
Ecosystem
Function
Value
Meaning
31. #pdxdmc! @oneill_colin / @amandabernard
Research
Use
Personalize
Partner
Social
Mobile
Web
Search
Store
39. #pdxdmc! @oneill_colin / @amandabernard
Why a separate plan for
digital experience?
What you may be thinking
40. #pdxdmc! @oneill_colin / @amandabernard
SALESMARKETING SUPPORT
PRODUCT &
ENGINEERING
INFORMATION
TECHNOLOGY
HUMAN
RESOURCES
A unified digital experience
55. #pdxdmc! @oneill_colin / @amandabernard
What
are they
doing?
Brainstorm
touch points
What
are they
feeling?
Brainstorm
emotions
What would
make a
difference?
Brainstorm
improvements
Answer three questions
64. #pdxdmc! @oneill_colin / @amandabernard
Sites
Measurement,
Monitoring &
Optimization
Apps
Mobile
Commerce
Search
Email
Community
Social Media
Other
Business
Systems
Marketing
Automation,
Email, etc.
CRM
Commerce
Technology Ecosystem
Content
Management
70. #pdxdmc! @oneill_colin / @amandabernard
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 users 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.
78. #pdxdmc! @oneill_colin / @amandabernard
Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”
Prioritizing the initiatives
AIM: Map!
79. #pdxdmc! @oneill_colin / @amandabernard
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 users 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.
86. #pdxdmc! @oneill_colin / @amandabernard
Three groups
Choosing a
University
Intent to enroll
At
University
Life on campus
After
University
Into the real world
87. #pdxdmc! @oneill_colin / @amandabernard
What
are they
doing?
Brainstorm
touch points
(10 mins)
What
are they
feeling?
Brainstorm
emotions
(10 mins)
What would
make a
difference?
Brainstorm
improvements
(10 mins)
Answer three questions
88. #pdxdmc! @oneill_colin / @amandabernard
How will we make a
difference?
• Where is there room to meet a
need in a unique way?
• How can we fill this gap by
connecting the customer need
with the business goal?