Loni Stark's 'Stand Out Customer Experience' slides, presented at the 2013 Forrester Customer Experience Forum.

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© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
1
How to Stand Out: Survival in the Digital Age
Loni Stark - Director of Product & Industry Marketing, Adobe
Darren Smith –Digital Marketing Manager, Intel

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Adobe: Leader in Forrester Waves
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3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Research
product
online
Receive mobile
ad for product
Search online
for product
Join Facebook
community for
product
Research
accessories
for product
Buy
accessories
in store
Receive
product
updates
See TV ad
for product
Buy
product
online
Visit
store
for help
Visit store to
get help with
product
View video
for newer
product
Attention is Scarce: Focus on capturing sustained attention
Receive
promo for
product

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Digital customer experiences that matter are the ones that stand out.
Be the answer to a customer
problem, everyday.
Be Useful
Reinforce the brand and extend the customer
value beyond the physical product.
Be Different
Be Convenient Design for your laziest customers.

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Digital experiences that are useful, different, and convenient
for customers, it significantly impacts the bottom line.
Experiences on Owned Properties: Long-term differentiation
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Increase
engagement
New client
acquisition
Increase brand loyalty
lifetime value

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Be Useful: HealthNow New York personalized the web experience
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Be Useful: Good Hair Day - Expert advice on how to have a “good hair day”
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Provide “how to”
content to persuade the
buyer to read an article
watch a video
and then
buy GHD products.

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Be Different: Crate & Barrel, Nike – digital experiences that personalize product
8

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Be Different: Philips extends physical product with social experience

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Be Different: Caesars Entertainment – increasing engagement online & offline
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• Reduced time for
monthly reporting from
weeks to hours
• Quantified subjective
design decisions
• Optimized web
experience for 70%
higher conversion
• Increased signup rates to
loyalty program by 10%

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Be Different: Travelocity – An entire product based on digital experience
11

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Investec:
“it’s all about the right content, at the
right time, for the right device.”
Be Convenient: Investec makes it easy

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Be Convenient: Mobile as part of omnichannel experience

14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
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Digital customer experiences that matter are the ones that stand out.
Be the answer to a customer problem,
everyday.
Be Useful
Reinforce the brand and extend the customer
value beyond the physical product.
Be Different
Be Convenient Design for your laziest customers.

15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
@lonistark #FORRForum #Hang10Adobe
Loni Stark
loni@adobe.com
Twitter: @lonistark
LinkedIn: lonistark

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