digital transformation 2016: the latest approaches to simplify digital customer

Digital Marketing Priorities 2016 Brought to you by:

Digital Transformation 2016

Back to BasicsBob EgnerVP Product ManagementEpiserverIn the face of digital transformation, marketing leaders must not blindly follow the hype and chase after new technologies. This webinar takes you back to the basics by providing practical tips on how to identify your biggest marketing problems, map out a digital roadmap aligned with the customer journey, and deliver a consistent customer experience to win.

2About Episerver

Where threesegments converge

3About Episerver

Our Mission To build the leading digital experience delivery platform to empower our customers to createstandout experiences for their customers – everywhere they engage

About Episerver

Our Company by the Numbers30,000websites powered globally

340employees across 15 offices

280,000web editors worldwide

8,800customers served in 30 countries

$2B+commerce transactions per year across all customers

880partners carrying our brands

33,000members in our developer community

100%focused on digital experience

4

5It’s all about the customer

I have a meme…• 9th result on Google images

search for “Bob Egner”• Pointed out by my teenage

daughter

www.cmswire.com/cms/customer-experience/get-on-board-with-b2b-ecommerce-forrester-warns-025368.php

6It’s all about the customer

I have a meme…• 9th result on Google images

search for “Bob Egner”• Pointed out by my teenage

daughter

www.cmswire.com/cms/customer-experience/get-on-board-with-b2b-ecommerce-forrester-warns-025368.php

You need to adapt to your changing customer

7

Manufacturing 1900 - 1960

It’s all about the customer

Evolution of Advantage

Age of the Customer

8




Distribution 1960 - 1990Age of the Customer

9




Distribution 1960 - 1990

Information 1990 - 2010

Age of the Customer

10




Distribution 1960 - 1990

Information 1990 - 2010

Customer 2010 - ??

Systems designed for success here…

Need to adapt for the mobile power shift

Age of the Customer


Consider the customer journey

Visible Trusted

Loyal

Engaged

ConvertedService

In Touch



Visible Trusted

Loyal

Engaged

ConvertedService

In Touch

Acquisition

Business case to drive top line- Not so hard



Visible Trusted

Loyal

Engaged

ConvertedService

In Touch

Acquisition

GoalServiceLoyalty

Business case to drive top line- Not so hard

Business case to drive transformation- A bit harder

14Digital transformation

Focus on value1. Leadership and vision Just do it

Redesign orreconsider

Extend toenhance

Why?

Value to Business

Benefit tocustomer

low

high

low high


Focus on value1. Leadership and vision2. Customer experience

Value to Business

Benefit tocustomer

low

high

low high

efficiency


Focus on value1. Leadership and vision2. Customer experience3. Operational process

Value to Business

Benefit tocustomer

low

high

low high

efficiencyexpe

rienc

e


Focus on value1. Leadership and vision2. Customer experience3. Operational process4. Business model

Value to Business

Benefit tocustomer

low

high

low high

efficiencyexpe

rienc

etra

nsfor

mative


Customer expectations

• Information that is useful

• Simple way to get to that useful information

• Looks great on whatever device I happen to be using

• Help me take the next step

B2C guy B2B guy

19

Relevance

21

Focus traveler’s journey and destination

Numerous data sources indexed and surfaced on one site

Expansion to car park and duty free

24

Educational content and video on

responsive site

Categorized by medical practice

areas

Personalized to deliver most

relevant, freshest information

25

Multi-channel

26Secure account

mgmtPersonalized

contentDetailed product

infoSecure account mgmt

Personalized content

Detailed product infoSecure account

mgmtPersonalized


info

27Secure account

mgmtPersonalized





mgmtPersonalized


info

28Secure account

mgmtPersonalized





mgmtPersonalized


info

Apparel, houseware, and gifts targeted at

new mothers

KPI boost from progressive

personalization

Relevant abandon cart email drives

astonishing mobile results

29

Mobile

32

Customer experience project aimed at entrance

congestionResponsive site

focused on selection, arrival,

and ticketingMeghan Curran

named 2015 Customer Champion

by 1to1 Media

Large scale pumping systems

Native mobile appField engineer

journey

35

Guided sellingStreamline ordering

36

Content and Commerce

38

Trading in 5 markets with retail stores

and online presence

Rich content, expert opinion, and enthusiast magazine

Guided omnichannel customer

experience

41

Specialized B2B adhesive products

Content rich site addresses customer

problems

Unique content destination boosts

SEO

42

Data Science

45

Digital flagship restaurant

Contextual experience:

Location, time, and weather

Personalized:Loyalty enhances

experience

46

Secure account mgmt



mgmtPersonalized




Detailed product info

47

Secure account mgmt



mgmtPersonalized





48

Secure account mgmt



mgmtPersonalized





50+ customers in 14 countries on

branded transactional sites

Promotional, apparel, and print

items forcustomized print

Employee, partner, or customer ordered

with consolidated billing

49Digital transformation with Smart Insights

Summary• Focus on customer• Transformation is bigger than technology• Business problems are usually unique• There are a lot of clever people out there who can help

50Digital transformation with Smart Insights

Thank you

Questions?