the digital experience transformation blueprint

1
THE DIGITAL
EXPERIENCE
TRANSFORMATION
BLUEPRINT
GIVING
NEW HEIGHT
TO YOUR
CUSTOMER-CENTRIC
USER-DRIVEN
JOURNEY
Including 7 templates
CHAPTER 1
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The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016
Digital Wilderness Decoded:
DX IS THE KEY
TO EVERYTHING
Digital experience (DX) is the beginning,
middle and end of your solution for your
customer.
DX is the basis of all of today’s customer
experiences (CX) in some way.
To be successful in business in today’s rigorous and dynamic landscape,
company leadership must elevate the entire business ecosystem to new
levels of frictionless operation. Profit is now the by-product of a customer
-centric culture, agility and authentic transparency.
Traditional business
Digital enterprise today
How
Who
$
How
What
What
$
Who
Clearly, business has evolved.
That means that what used to work to shape customer experiences will
no longer work or, at least, will not work in the same way.
And that is good news for your company.
Previously, the main focus of business was the
bottom-line: what were the revenue targets, what
needed to happen to achieve them, who should be
targeted and how should the marketing process and
final product be delivered. Business process was
siloed in terms of responsibility and sequential in
terms of process.
Today’s successful business moves quickly,
innovates solutions and makes the customer the
epicenter of all activities. The focus is on proactively
identifying customer needs, designing a solution,
educating the customer on what they need and
‘why’ their solution with profit being a by-product
of solving problems and meeting needs. Business
is ubiquitous with roles blending and workflows
evolving on the fly.
© Jahia 2016
CONTENTS
3
OTHER CHAPTERS COMING SOON
PRE-ASCENT 1
Choose the right mountain
PRE-ASCENT 2
Assess your strengths and get fit
PRE-ASCENT 3
Select guide, training and support
PRE-ASCENT 4
Acquire gear and allocate resources
PRE-ASCENT 5
Plan climb
ELEVATION 1
Climb to Base Camp
ELEVATION 2
Climb to Camp Midway
ELEVATION 3
Climb to Summit
DESCENT 1
Assimilate achievement and new norm
The clear path to step-by-step digital
experience transformation
1. Thorough preparation leads to deliberate outcomes
DESCENT 2
2. Consistent action creates powerhouse progress
Evaluate post-climb conditions
3. Integrated achievement sustains momentum
11
DO YOU KNOW WHICH DIGITAL
MOUNTAIN YOU NEED TO
CLIMB — AND WHAT YOU
EXPECT AT THE TOP?
PRE-ASCENT 1: Choose the right mountain
—— Know the conditions influencing your climb
—— Understand your customer
—— Acknowledge the numbers
—— Review historical milestones
—— Determine desirable outcomes
—— Choose your right mountain and commit
CHAPTER
CHAPTER 11
Page
Page 44
The
The Digital
Digital Enterprise
ExperienceTransformation
TransformationBlueprint
Blueprint
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
THE CONDITIONS
INFLUENCING YOUR CLIMB
Positive gains
Considerations
1
Customers are the epicentre of business - and all operational systems, people
and workflows must revolve around them.
Silos must be dismantled. Greater integration and internal transparency
surfaces limitations to solve. Roles may overlap and blend to meet customer
needs and wants.
2
Today’s digital economy promotes innovation and collaborative development,
which enables faster time-to-market with reduced costs.
Digital agility increases competition from new brands who are also establishing their marketing presence and generating global sales. Speed can compensate for internal constraints.
3
Customers now expect to have what they want, when they want it, with
supreme value from any device. The technology that makes that possible
should be invisible to the customer; the focus is solely on solving their need or
problem in the moment.
Big data must consider customer data privacy concerns as a factor in customer trust and long-term brand viability. Cookies are not enough; companies
must shepherd their customers’ data with ethical and procedural integrity.
Brand awareness and reputation management have new momentum - but it is
not enough for your market to be aware of your brand, nor is the pinnacle of
achievement to acquire a customer. The point of transaction only begins the
real relationship.
Post-sales service and support have a new significance in determining customer satisfaction and brand advocacy. It is critical to build affinity, cultivate
loyalty and retain lifetime revenue from each customer relationship.
Successful digital enterprise transformation aligns cross-team functionality,
changes the corporate culture and aligns with values.
Internal resistance to change is natural and must be addressed in a way that
surfaces the fears of change and the questions behind the questions.
4
5
The clearest climbing path: a united approach —without
internal borders — creates a unified customer journey
throughout their lifecycle with your brand.
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The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
THE KEY CLIMBERS
WAVE 2
WAVE 1
CMO wave 2
Demand generation
and building pipeline….Optimization
CMO
CMO wave 1
Build brand
and get presence…
Brand management
CIO wave 2
Workspace efficiency,
cost reduction
Automation and
analytics
WAVE 3
CMO wave 3
Expand Brand +
Demand + Expand
Empathetic customer relationship and
lifecycle
CIO wave 3
Digital Innovation
and cross-functional
alignment
Agility and integration of tech and
worforce
EVOLUTION & PARTNERSHIP
This is why the CMO and CIO need to work together to
achieve digital agility now… and DXM is a platform to fulfill the
mandate from their CEO to implement digital transformation.
The platform supports the need for agility for both marketers and developers - and that builds partnerships between
CMO’s and CIO’s to drive digital innovation and experience
for all users.
The benefit for the customer is clear — to ultimately support the unified customer journey through brand exposure
and converting moments of real-time customer interest
into transaction for long-term relationship.
Be a leader in Digital Experience’s ‘Third Wave’
CIO
Note
There will be a deeper dive into these relationships in chapter 2
CIO wave 1
Drive website
and implementation
of ERP, operations
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The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
UNDERSTAND YOUR CUSTOMERS
10.45 am
Checking his personal
emails before another
meeting
6:00 am
6:30 am
7:30 am
9:00 am
The day starts and
John checks his
emails
Workout measured
with FitBit®
TV to watch daily
news
At work, in a meeting
checking facts on his
phone
Traditional marketing
funnels are now swipes.
Round-the-clock
omni-channel access
is the norm.
USEFUL TIP
What is your customer seeing and experiencing
throughout their day?
Become your customer for a day; fill in the
blanks for what they see, experience, expect,
assume…
8:30 pm
Capturing the moment at the concert
11:30 pm
Quick call with his
tablet to family
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6:00 pm
1.30 pm
His smartwatch
gives a reminder for
drinks with friends
A quick read of
online news with a
coffee
12:10 pm
FitBit® daily activity count
11.45 am
He gets a tip via text
on a private sale
on skiing gear. He
buys online during
lunchbreak
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11.45 pm
Programming coffee
machine for the
morning
The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
HOW MANY INPUTS DIGITAL
CUSTOMERS HAVE?
Your biggest competitor?
All the incoming messages
your customers are contending with every day.
LIVECASTING
SERVICE
NETWORKING
ENTERPRISE
EVENTS
Q&A
WIKI
How do your customers become aware of your
brand? Become indoctrinated? Convert to
action? Escalate their experience? What stages
must they pass through to become ambassadors of your brand and influence their friends?
COMMENTS
MUSIC
SOCIAL
CURATION
INFLUENCE
VIDEOS
LOCATION
Know what is influencing your customer so you
can seamlessly progress their experience with
your brand.
REVIEWS
MARKETPLACE
SOCIAL NETWORKS
DOCUMENTS
BLOGS
DISCUSSION
& FORUMS
QUANTIFIED-SELF
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BOOKMARKS
PICTURES
The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
AMBASSADOR
5
6
ALLEGIANCE
UPSE
LL
4
3
ACQUISITION
2
AWARENESS
ATTRACTION
1
PULL MARKETING
The Fast Track Bridge
PUSH MARKETING
The Long and Winding Road
YOUR CUSTOMER
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ACTUALIZATION
The Digital Enterprise Transformation Blueprint
WHAT STAGES MUST
YOUR CUSTOMERS
EXPERIENCE
TO BECOME
AMBASSADORS
OF YOUR BRAND?
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
THE TWO PATHS
Push marketing
Pull marketing
Traditional marketing is ‘push’ marketing that
‘pushes into’ customer awareness in a one-way
communication. Think mass media advertising
(online and off-line), telesales, direct mail or
infomercials that push messaging AT the customer to get their attention.
Contemporary ‘pull’ marketing is based on attraction strategies delivered via digital means.
Think website, email marketing, social media,
mobile and search marketing that ‘pulls’, or invites, the customer into an exchange. Messages
are designed to MEET the customer where
they are already looking to influence their behavior through personalized experiences.
PUSH
PULL
Characteristics of Pull Marketing:
Characteristics of Push Marketing:
—— Budget is on creative vs. delivery
—— Requires big budget
—— Market omnipresence is the goal
—— Customers react vs. respond
—— Two-way engagement
—— One-way communication
—— Multiple brand access points
—— Centralized message and action
—— Customer-centric
—— Business-centric
Each path has value. Each can achieve results. Even more, their creative
combination ensures that each feeds the other.
However, with the speed of business today, which path will create faster
results for your company in terms of customer relationships?
Now your choice is to transform your business ecosystem
for the pace of digital business — or miss oppportunities.
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The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
ACKNOWLEDGE
THE NUMBERS
2.5
85%
2/3
140%
Companies with greater digital capabilities are able to convert sales at a
rate 2.5 times greater than companies with lesser digital capabilities.
(Source)
of adults think that a company’s
mobile website should be as good or
better than their desktop website.
(Source)
of B2B marketers say they see at
least 10% increase in sales opportunities through lead nurturing, with
15% seeing opportunities increase
by 30% or more. (Source)
Customers who had good past
experiences spent 140% more than
those who had poor past experiences. (Source)
£1.73
billion
71%
Less than
20%
61%
Slow-loading websites cost retailers
£1.73 billion ($2.6 billion) in lost
sales each year. (Source)
of consumers are more likely to make
a purchase based on social media
referrals. (Source)
of respondents thought their platforms could deliver on marketing
promises. (Source)
of respondents reported that their
organizations were in an early phase
of digital transformation. (Source)
½
1/3
279.64
2016
Despite the desire to use customer
data to further business goals, 51%
of respondents wanted to be leaders
in data privacy. (Source)
When asked to prioritize one capability that will be most important to
marketing in the future, one-third of
marketers answered: “personalization.” (Source)
You’re 279.64 times more likely to
climb Mount Everest and reach the
summit than click on a banner ad.
(Source)
There is no point in digital life without some sensor that connects each
person with the rest of the digital
world. Business decisions are now
data-informed (vs. driven). DXM is a
critical component for success.
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The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
DXM MILESTONES
Altogether, no one vendor can provide all the
functionality needed — and the management of
them — in one tool; instead, digital enterprise
requires an expandable platform to support the
entire digital ecosystem.
Digital Experience Management (DXM) is a
solution platform that unifies technology components. These components include content
and digital asset management, ecommerce,
portals, marketing automation, app store and
customer intelligence, among others.
1996
©Alan Levine
In other words, a comprehensive, agile and
integrated digital experience manager is the
successor to web experience management.
1998
Website infrastructure
and content management
systems (CMS) that
allowed publishing, editing,
modifying, organizing and
maintaining content from
a central interface.
2007
2006
2008
Financial crisis disrupts business; CMO’s now become responsible for driving
revenues through acquisition and customer experience management (CXM).
The web experience management (WEM) industry begins to form with in-context offers, users sharing content and integrated analytics.
The iPhone bridges
social with mobility.
2013
2011
Web content management systems (WCMS) were
developed as software that provided website authoring,
collaboration and administration through interfaces
that did not need web programming knowledge or skills.
Building digital properties and assets begins to revolve
around the needs of individual customer.
2014
The Internet of Things
(IoT) is born.
Business decisions are
data-driven.
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The Digital Experience Transformation Blueprint
Facebook enabled
social networking
with a digital utility
to connect globally.
Amazon’s reign in eCommerce began.
Popularization of ‘you’ focus, big data and real
business applications on distant infrastructure with
real-time computization for web customer experience management (WCXM). Building consumer
experiences requires strategy, technology, cohesive
business models and brand management.
2015
Business decisions are
now data-informed (vs.
driven). Digital experience
management (DXM) is
a critical component for
business success.
2016
Do what you do
so well that your
customers want to
see it again and bring
their friends. The
magic happens in the
moment.
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
DETERMINE
DESIRABLE OUTCOMES
Within your industry, your business is an ecosystem. For a
frictionless climb through digital transformation, your people,
process and path to profits must integrate cohesively. LISTEN
PEOPLE
PROCESS
PROFITS
Omni-customer
Biz models
Metrics
Right Teams /
Workflows
Wirearchical
leadership*
Marketplace
Strategy
User-centric
technology
Ethics
(Re)investments
TO GO FURTHER...
THE NEW VOCABULARY
WIREARCHY
HIERARCHY
The organizing principle of an era of inter-connected knowledge, trust and credibility (Source)
USEFUL LINKS
The Concept of Wirearchy
People, Process and Profits
USEFUL TIP
*Wirearchical leadership – “a dynamic two-way flow of power and authority based on knowledge,
trust, credibility and a focus on results, enabled by interconnected people and technology.”
1. Plot out the current state of your business
ecosystem.
2. Then plot out the ideal state of your business
ecosystem.
3. The gap between them is your unique mountain
and invitation for transformation.
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The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
CHOOSE THE RIGHT
MOUNTAIN AND COMMIT
Designing digital experiences specifically for your customer
audience, then establishing how to develop and deliver them, is
your unique mountain of transformation.
No one else has exactly your digital mountain to climb. Your journey toward digital transformation will have unique requirements. You must acknowledge and plan for them to ultimately be
successful.
TO GO FURTHER...
EXPLORATION POINTS
Know Your Customers Template
Know Your Objectives Template
As benchmarks for your organization to consider going forward, Ernst & Young suggests checking
for the presence of these six key elements that set digital enterprises apart:
—— I mmersive experiences: Fully immersive experiences characterize every employee and customer system and process and have been designed with purpose, not as afterthoughts.
—— I nnovation: Innovative ideas can bubble up from areas as diverse as employees, customers or
even competitive intelligence because the organization has created an appropriate infrastructure to encourage and manage those ideas.
—— O
mni-channel: Business processes are optimized across channels for efficient social media
and omnichannel engagement.
USEFUL TEMPLATES
Digital Buying Journey Map
Digital Experience Checklist
—— A
gility: In a truly digital enterprise, the entire organization is able to respond to changing marketing conditions with self-organizing teams that work on asset-light projects.
—— E
ngagement: New systems of engagement are seamlessly integrated with existing systems of
record.
USEFUL TIP
—— E
nterprise strategy: All enterprise decisions are informed by multi-dimensional, cross-platform analytics that tie back to both strategic and tactical business goals.
Define your mountain by articulating the vision so
others can see and buy into the journey ahead.
Know your mountain. Describe what it looks like on paper. Then whether or
not you yet know the details, commit to climbing it with digital agility.
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The Digital Experience Transformation Blueprint
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© Jahia Solutions Group 2016
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1. CHOOSING THE RIGHT MOUNTAIN
TAKEAWAYS
DX IS
THE BASIS
OF ALL CX IN
SOME WAY.
Every gain is
made possible by
addressing a consideration.
An agile, integrated digital experience manager is
the successor to web experience management.
No other organization
has exactly the same digital
mountain to climb as your
organization.
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Your business ecosystem has three elements:
people, process and path to
profit.
THE DIGITAL
BRIDGE
REPRESENTS THE QUICK
TRACK OF PULL
MARKETING.
The Digital Experience Transformation Blueprint
FUNNELS
ARE SWIPES;
OMNI-ACCESS
IS THE NEW
NORM.
Your biggest competitor is what takes
your customer’s time and
attention.
Wirearchical
leadership organizes
efforts in the era of interconnected knowledge, global
team and digital responsibilities.
Define your mountain
by articulating the vision so
others can see and buy into the
journey ahead.
Designing digital
experiences specifically for your customer
audience, then establishing how
to develop and deliver them, is
your unique mountain of
transformation.
71% of consumers are
more likely to make a purchase based on social media
referrals.
© Jahia Solutions Group 2016
1
2
COMING UP IN
OUR NEXT CHAPTER
Pre-Ascent 2: Assess your strengths and get fit
—— Solidify key role focus areas
—— Seal the CMO / CIO partnership
—— Understand the DXM solution
—— Gauge potential obstacles
—— Know your existing assets
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The Digital Experience Transformation Blueprint
© Jahia Solutions Group 2016