Download - Customer Experience is a Team Sport
Rethinking DAM in the Age of the Connected Customer Experience
Melissa Webster VP, Content & Digital Media Technologies, IDC
June 27, 2017
Agenda
§ The Connected Customer Experience § Content Challenges § The ROI of DAM § Key Capabilities of an Enterprise DAM § Essential Guidance
Customer Experience: Strategy & Execution
Predictable But Brand Promise Not Differentiating
Winner: Compelling Brand Promise & Great Execution
No Real Commitment to CX Strong Brand Promise Undermined by Weak
Execution
Impact on Brand Value, Customer
Advocacy
“Disappointed”
“Delighted”
Optimized
Ad Hoc
Abi
lity
to
Scal
e
Average Superior Brand Promise
“Disengaged”
“Uninspired but Satisfied”
Customer Experience Is Part Art, Part Science
§ Support for all channels: Omnichannel § Continuity across devices: Connected § Relevant and optimized: Contextualized, personalized § Appealing, useful, informative: Engaging
Content + Data
§ Rise of content marketing § Blogs, content syndication, social media § Need for rich product information for merchandizing – “3 views
and a cross-section” § “How-to” videos that help customers buy and use products § Digital asset distribution to partners
Customer Experience: Externally-Facing Content
Content must be engaging, persuasive, and relevant: Growing use of images, video, audio, multimedia
§ Employee career training § Compliance & certification training § Sales training, new product launches § Channel enablement, partner training § Training for services/support personnel
Employee & Partner Experience: Internally-Facing Content
Content must be engaging, persuasive, and relevant: Growing use of images, video, audio, multimedia
Challenges: Changing Expectations
§ Rise of millennials • Empowered, socially active consumers • Always on, always connected lifestyle • Visual communicators (image, video) • Expect intuitive UX
§ Distributed workforce • Global talent sourcing • Gig economy, contingent workers
§ Digital disruption
Challenges: Explosion of Channels
Marketing
Sales
Support
Website Landing Pages Mobile Email Search Social Media Blogs Direct Mail Print, TV, Display Word of Mouth
Website Statements Email Newsletters FAQs Contact Center Forums Social Media Blogs
Blend of Traditional & Digital Channels
Mobile Customers New Service Channels
Brand Discussions in Social Networks
Challenges: Proliferation of Devices/Screens
Challenges: Content in Myriad Formats & Renditions
§ Image resolutions from thumbnail to high quality photography
§ Illustrations, vector graphics, 2D and 3D models, PDFs, 360s, AR/VR…
§ Videos in different resolutions (SD, HD, 4K), bit rates, frame rates, formats
§ Web, mobile, social, IoT…
Demand for new renditions will only grow with personalization and new digital channels
Challenges: Need to Ensure Rights Compliance
The costs of a high-profile rights violation can exceed the cost of a DAM implementation
“We discovered a key European distributor was using a 5 year old celebrity campaign. Ouch!” RISK $$$
§ Organizations also need to ensure compliance with content licensing rights: • Stock art – photos, illustrations, videos • Assets that have model rights/residuals • Celebrity shoots
Challenges: Need to Protect Intellectual Property
§ New campaigns/advertising § Unannounced new products, pre-launch § Confidential company/brand initiatives
Leaks of product, service and advertising announcements adversely impact share price and market value
Growing Volume of Digital Assets Required
§ Different customer segments § Different markets, geographies § Myriad channels § Dozens of different devices/screens § Different contexts, personalization § All phases of the customer journey
Creation Loop Loyalty Loop
BUY OWN
The Cost of Assets Is Growing
§ Content creation costs: • Internal creative teams
• External agencies
§ There is significant waste in creative/marketing budgets from duplicative efforts
Budgets for content creation won’t keep up with demand in organizations that fail to optimize spend.
“We discovered we had two different designers retouching the exact same image for two different campaigns."
“We justified our investment in DAM on the basis of saving just 5% of our external agency spend. And we know we can do much better than that.”
Marketing Under Pressure To Accelerate Launches
§ Deliver more campaigns in the same amount of time § Campaigns must be consistent across channels and geographies
while enabling: • Contextualization
• Localization
• Personalization
“We are centralizing marketing to ensure consistent branding worldwide. But our
message needs to be local. We need a way to localize our assets for our individual markets.”
“We want to leverage big data to define and target customer segments with appropriate
messaging and offers. We need our digital assets to conform to those
segments – in real time.”
Sales Under Pressure To Close Deals Faster
§ Sales people need instant access to approved assets – in the right format for outreach to prospects: • Marketing collateral
• Presentations
• Templates for correspondence
• Proposals, quotes, price lists
• Video testimonials
• Canned demos
“We struggle today to connect what marketing produces to what the sales people on the front lines need at their fingertips. They don’t have
time to search – and we don’t want them using assets that are out of date.”
Support Under Pressure To Build Loyalty
§ Support/service teams need instant access to approved assets – in the right format – to maximize retention and inspire advocacy: • Service & support content that enables self-service
• Relevant offers
• Rewards for loyal customers
• Content for social channels
• Templates for correspondence
“Our customers are digitally savvy. We need to engage them wherever they choose to
interact with us – whether on our own Web site, Facebook, Twitter, or some other
channel. Serving up relevant content – to customers, and also to our support staff – is
key to enhancing customer loyalty and building advocacy.”
Need to Better Manage the Content Supply Chain
The ROI of DAM: DAM Plays a Critical Role in… § Managing global launches § Sales & channel enablement § Customer support readiness § Customer self-service § Ensuring control over intellectual property, brand identity, trademarks § Ensuring currency for all brand assets – wherever used § Managing product packaging
IN MANY ORGANIZATIONS, DIGITAL ASSETS ARE SCATTERED ACROSS MANY SEPARATE SYSTEMS/SILOES
The ROI of DAM: Improved Productivity § Reduced time searching for assets: Quickly and
easily find the right assets – in the right format/rendition
§ Access to collections of assets that are pre-packaged for campaigns, sales enablement, etc. (consistent and complete)
§ Benefit of others’ experiences – what works, what doesn’t. Assets surfaced automatically through rating, comments, etc.
“Thanks to our DAM, marketing can quickly find all approved assets – one click gets them to the folder with everything we’ve
created for a new campaign, ready to use.”
The ROI of DAM: Improved Productivity
§ Collaboration across internal/external teams § Supports marketing, sales, channel management § Supports manufacturing, production, distribution § Many other departments benefit
“Many other departments are benefitting from our DAM – not just marketing, sales, and partners but also legal and HR. Even the
mailroom needs access to our logos and brand assets.”
The ROI of DAM: Increased Revenue
§ Launch more campaigns in the same period of time, increasing conversions and revenue
§ Deliver tailored brand portals to distribution partners • The right products
• The right packaging
• The right campaign and merchandizing materials
§ Accelerate global launches – and time to revenue
“We have thousands of distributors – from mom-and-pop pro shops to big box stores.
All need access to our assets.”
“Before DAM, our overseas launches lagged by 3 months or more.”
The ROI Case for DAM: Reduced Costs
§ Optimize creative spend by eliminating rework, duplicative effort • Internal staff costs
• External agency spend
“We have thousands of distributors – from mom-and-pop pro shops to big box stores. All need
access to our assets.”
“We have eliminated a lot of duplicate effort. And our DAM captures everything that our agencies and local marketing groups create.”
§ Reduce the cost of provisioning assets to distribution partners via self-service
The ROI of DAM: Reduced Risk
§ Manage rights and ensure license compliance – whether stock photography, images/videos with paid models, or high-end celebrity shoots
§ Control the use of licensed content
§ Ensure brand consistency and compliance worldwide – while allowing local customization
“DAM has given us control over the review/approval
process and brand consistency worldwide.”
“We license all kinds of content. Now we have a way to keep track of expiry dates – and ensure that all assets
used in our campaigns are current.”
The ROI of DAM
reduction in risk
improvement in team
productivity
have increased
revenue by 10% or more
reduction in asset creation
costs
79% 28% 34% 23%
Key Capabilities of an Enterprise DAM #1 Scalable, reliable, highly available repository services
Ability to manage digital assets in any format… • Image, audio, video, vector graphics • 360, 3D, HD, emerging formats • Documents (text, spreadsheets, presentations) With capabilities such as… • Previewing, annotation • Automated/on demand transformations/renditions • Collections; ability to map interrelationships between assets/versions • Federated search, federated repository services • Granular security and access rights • Policy management; intellectual property/licensing controls
Flexible support for metadata, complex data models
Key Capabilities of an Enterprise DAM #2 Robust workflow capabilities
Supports all of the processes involved in creating, managing, governing, transforming, and publishing digital assets: • Team coordination, collaboration, task management • Markup; review, approval • Search, collation, collections, and asset reuse • Distribution of assets to internal and external stakeholders • Publishing • Asset lifecycle, disposition
Robust, configurable workflows; graphical workflow designer for business users
Key Capabilities of an Enterprise DAM #3 Flexible, configurable user interfaces
Customizable user interfaces to support all who create, manage, govern, transform, and publish digital assets – including external users: • Marketing, ecommerce, digital experience, and creative teams – and their interactive and
advertising agencies • Sales • Customer support/service • Supply chain partners, distributors • Communications, public affairs • R&D, engineering, manufacturing, operations • Legal, finance, HR, other G&A teams
Role-based user interfaces; seamless access to digital assets from the applications that business users use every day
Key Capabilities of an Enterprise DAM #4 Integration and extensibility
Capabilities such as: • REST APIs • SDKs • Microservices • Pluggable architecture • Pre-built integrations to popular applications such as Adobe Creative
Cloud, Google Drive, Microsoft OneDrive, Dropbox, Box, etc.
Architected for extensibility and integration with a
wide array of enterprise applications
Key Capabilities of an Enterprise DAM #5 Architected for the cloud
Enabling organizations to leverage benefits such as: • Scalability, availability, elasticity • Avoidance of capital expenditure • Flexibility to redeploy valuable IT resources on higher-value tasks • Quicker time to value • Ability to plug in innovative cloud services • Easier collaboration with external users
Architected for the cloud – and for the future, with microservices
Getting Started
1. Appoint a champion, identify stakeholders, define business goals
2. Obtain executive sponsorship and funding
3. Gather requirements, establish processes and governance
4. Evaluate solutions
5. Implement in phases, with ROI at each phase
Choose a Solution That:
ü Is easy to use – adoption is key ü Addresses the broad range of enterprise needs ü Is easy to implement – and easy to integrate with other systems ü Is powerful, scalable, and reliable ü Is architected for the cloud ü Is flexible and adaptable, as needs change over time ü Comes from a trusted provider
Look for a vendor with a proven track record for a solid product, implementation help, and great support
1
Nuxeo overview
2
You need a modern approach
Legacy Enterprise
DAM
Nuxeo
SaaS Departmental
DAM
CHOICES
Feature complete DAM
Full content lifecycle
Solid foundations
Deployed your way
Any channel
Any source
Any asset
The Nuxeo advantage
No more silos
Cloud native, cloud powered
Native workflows & automation
Configure, don’t customize
Never go legacy again
Enterprise approach
See everything, migrate nothing
Cloud native, cloud powered
Manual Artificial Intelligence
Outdoors, cloudy
San Francisco, Golden Gate Bridge, International Landmark, Monument
Camera, Selfie, Photography
People, Tourist, Travel, Vacations, Casual
Happiness, Excitement, Bonding, Cheerful, Smiling, Togetherness, Laughing
Couple – Relationship
Casual Clothing, Explorer
Golden Gate Bridge, Selfie, Couple
Cloud native, cloud powered
Native workflows and automation
UPLOAD FROM ANYWHERE
SET UP TAGGING AND VALIDATION WORKFLOWS
KICK OFF CREATIVE REVIEW AND APPROVAL WORKFLOWS
DISTRIBUTE
AUTOMATE PERMISSIONS ACROSS THE LIFECYCLE
Out of the box experience Add permissions
Adjust workflows Point at more content
sources Configure AI tagging
Configure brand portals
Change workflows for evolving business process
Connect to Salesforce
Add data model
Configure, don’t customize
Adjust data model for more BUs
Configure automation
Never go legacy again
Distribution
Rendering & transcoding
Users & groups
Search
Manage data and documents
Workflows & tasks
Actions & automation
Batch upload
One solution to meet all your needs
OUT OF THE BOX APPLICATION
ENTERPRISE PLATFORM
UNIVERSAL DATA FABRIC
Easy-to-use out-of-the-box application for Marketing and other business users
Ensures immediate adoption and rapid time to value
Modern, modular platform with a comprehensive, micro-service API and
limitless scalability
Enables rapid deployment and continuous innovation
Boundless data model and connectivity allows you to manage all your assets regardless of
where they live
Find and reuse assets easily, without replatforming
The market is responding
Thank you!