digital pulse summit - beyond websites, the road to delight in the age of the customer - jeff cram,...

Beyond Websites: The Road to Delightin the Age of the Customer

Digital Pulse - October 17, 2013

Jeff Cram @jeffcramCo-founder ISITE DesignPublisher, CMS Myth

Digital Pulse - October 17, 2013

Jeff Cram @jeffcramCo-founder ISITE DesignPublisher, CMS Myth

http://research.isitedesign.com/cms-wisdom-report/

“The Transition from Web Content Management to

Customer Experience Management”

Companies that are loved, winWe believe

Delight isn’t just a tagline. It’s the bottom line.

We believe

Benefits of positive experiences

http://www.latimes.com/business/la-fi-silicon-valley-delight-20130510-dto,0,3670133.htmlstory

“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.”

Back to Reality

Back to Reality (and it can bite)

Your Website is not a Project We believe

“Insanity is redesigning a website over and over again but expecting different results”

http://beantin.se/post/9332513675/complete-website-redesign-avoid-gora-om-webbplats

Death by Redesign

Death by RFP

Death by Demo

Improve today’s experience

Transformthe organization

Sustain cultural change

Time

Cust

om

er

experi

ence

qualit

yCustomer-focused transformation

Experience hacking

Improve today’s experience

Transformthe organization

Sustain cultural change

Time

Cust

om

er

experi

ence

qualit

yCustomer-focused transformation

Source: Forrester Research

Are you DX Ready?

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

Strategy

Business

Social

Experience

Brand

Technology

Search

Brand

Digital

Website

Content

Analytics

E-mail

Community

Marketing

Experience Strategy

Business

Social

Experience

Brand

Technology

Search

Brand

Digital

Website

Content

Analytics

E-mail

Community

Marketing

AIMDigital Experience Framework

TM

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.

Align Imagine Map

Align Imagine Map

Business & Customer / Team & CultureJourneys & Content / Process & Technology

Measurement

Business• Goals & brand• Competition• Team & culture• Content• Technology• Success metrics

Customers• Brand perception• Needs & motives• Expectations

AIM: Align

Align Imagine Map

Ideation / Touchpoint design / Co-creation

Activities• Ideation• Touchpoint design• Co-creation

Artifacts• Opportunities• Prototype(s)

AIM: Imagine

Pick that persona’s most important pain point

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

Twitter

Assess the relative importance of each touch point

Business Benefit

Customer Benefit User Impact Overall

Scale 1=low, 2=medium, 3=high

Assess the feasibility of each idea

Idea Effort Status Clarity Risk

“A tool used for experience design is now an important input to strategy.”

~ Christine Chastain, R/GA

Imagine MapAlign

Future State / Service Blueprint / Roadmap

Forrester, June 2012 “Develop Your Digital Customer Experience Strategy”

Prioritizing the initiatives

AIM: Map