©2017 Acquia Inc. — Confidential and Proprietary
Customer Journey Orchestration: The Secret to Effective Omnichannel Experiences
November 1, 2017, 1 pm ET
©2017 Acquia Inc. — Confidential and Proprietary
Your hosts!
Stephen SkidmoreSr. Director
Product Marketing
Acquia
@daponovich
Director
Product Marketing
Acquia
@stskidmore
©2017 Acquia Inc. — Confidential and Proprietary
• A New Era for Marketing
• Who’s Leading Who?
• Don’t Play Whack-a-Mole
• Customer Bill of Rights
• 5 Pillars of Greatness
• Q&A
Roll up our sleeves!
©2017 Acquia Inc. — Confidential and Proprietary
Welcome to the era of personalized customer journeys
Customer Brand
The consumer empowered worldChoice is fundamental. Differentiation matters.
©2016 Acquia Inc. — Confidential and Proprietary
Customer expectations are higher than ever.
Digital touch points proliferating.
Personalization is growing requirement.
Impact on marketing
Real-time experiences are essential.
KPIs: Bounce Rate, Conversions, NPS, Lead Influence, etc.
©2017 Acquia Inc. — Confidential and Proprietary
Great experiences help companies to thrive
©2017 Acquia Inc. — Confidential and Proprietary
Don’t play whack-a-mole with your customers
©2016 Acquia Inc. — Confidential and Proprietary11
“Customers use a range of touchpoints todiscover, explore, buy, and engage with productsand services. Yet companies continue to optimize
touchpoints in isolation, struggle to prove thevalue of customer interactions, and squander
opportunities to boost loyalty”
Forrester Research, Drive Customer Obsession with Journey Analytics, November 30, 2015
https://drive.google.com/open?id=0B2ynzMPWIVBCVWp6anNBc3RYSmc
Customers today forge their own pathways
©2016 Acquia Inc. — Confidential and Proprietary
Be a guide! Not a Whack-a-Mole!
Awareness Consideration Conversion Growth Advocacy
©2016 Acquia Inc. — Confidential and Proprietary13
Digital Customers Bill of Rights
1. Understand me and what I want / need at all times.
2. Always treat me in context to my stage in my “journey”.
3. Give me only relevant information and offers (when I need them).
4. Recognize me no matter what touchpoint I use.
5. Don’t ever waste my time.
’
©2017 Acquia Inc. — Confidential and Proprietary
FIVE PILLARS to delivering the customer experiences they want
1. Forward-Looking Experience Platform2.Manage Creative Assets3.Integrated Ecosystem4.Personalize, Personalize, Personalize5.Journey Orchestration
©2017 Acquia Inc. — Confidential and Proprietary
©2017 Acquia Inc. — Confidential and Proprietary
#1 Forward-Looking Experience Platform● Open platform for content and sites & easy integrations
● Flexible to enable developers to meet business needs
● Cloud-first to deliver modern, everywhere experiences
©2017 Acquia Inc. — Confidential and Proprietary
Digital Experiences Happen Everywhere
©2017 Acquia Inc. — Confidential and Proprietary
#2 Manage Creative Assets Creative assets power every customer experience
● Centralized management of approved assets
● Streamline the creation of assets
● Ensure brand consistency
©2017 Acquia Inc.
Creative assets power all channels
19
©2017 Acquia Inc.
Using a “DIY” DAM approach doesn’t cut it
20
ASSET CREATION PROCESS
Creatives Marketing
CUSTOMER EXPERIENCE
©2017 Acquia Inc.
DAM creates engaging experiences faster
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ASSET CREATION PROCESS
Creatives Marketing
Idea Design Create Review Approve
DAM
Approvals Search
CUSTOMER EXPERIENCE
©2017 Acquia Inc. — Confidential and Proprietary
#3 Integrated Ecosystem● A heterogeneous set of technology is the norm
● Tackle the Suite vs Best of Breed debate in your org
● Harness an ecosystem so you can swap in new capabilities and address new experience channels
©2017 Acquia Inc. — Confidential and Proprietary
There’s no lack of choices for marketers
#4 Personalize, Personalize, Personalize Personalization is an investment in time, resources, content and technology. In
terms of content strategy, it’s about delivering relevant content to a persona
based on specific context.
● Who they are
● Their interests and behaviors
● Where and when content is accessed and by what device
● Goals of the persona, why they are looking for content
©2017 Acquia Inc. — Confidential and Proprietary
Aspects of data-driven personalization
TestingCreate A/B/n and multivariate tests that use adaptive
learning to automatically
determine the right content to promote.
TargetingAutomatically target
site content to visitors using implicit and explicit signals such as geography,
device, persona, interests and prior
behavior.
Content
“Recos”Promote and
merchandise the content that your
users are most likely to be interested in.
OffersManage offers, sign-ups, registrations and promotions designed to resonate with your
users.
Customer expectations are higher than ever Consumers Demand Valuable Content
74% of online consumers get frustrated with websites
when content appears that has nothing to do with
their interests
Research from Janrain & Harris Interactive
Generic content results in lost opportunity Leads targeted with personalized content produce a 20% increase in sales.
Research from DemandGen
#5 Customer Journey Orchestration Marketers must connect disparate silos - tech, data and touchpoints - in a
unified experience that delivers contextual relevance at each step of the
customer journey.
● Deep understanding (data) of individual customers is needed
● Connect their actions and behaviors to triggered offers and actions
● Present “best-next action” or offer in context to the moment
● Drive higher engagement, conversion, sales, and satisfaction
It’s not good enough just to ‘know’ customers
ANONYMOUS
KNOWN
UNDERSTOOD
Understood
We understand what the customer wants. We can suggest what they may want. They can move towards an aspirational customer. They may well be an ambassador or advocate for our brand.
Anonymous
We know very little about this kind of customer and our relationship is either new or transactional. Our voice to the customer is very reactive and not proactive.
KnownWe have a personal and recognised relationship with the customer. We can engage in proactive marketing.
Brands need to fully understand customers to serve them effectively across the customer lifecycle.
©2017 Acquia Inc. — Confidential and Proprietary
Connecting tech, data and touchpoints is hard
Business Challenges
• It’s hard to understand where customers are on their path
• Channels are treated separately, not joined up
• Hard to orchestrate what should happen next
• Omni-channel efforts are often limited to web & email
• Offers and ads are presented out of context
• Results in lower rate of conversion & engagement
• Low marketing effectiveness means higher acquisition cost
• Missed opportunities and less customer loyalty
Business Impact
©2017 Acquia Inc. — Confidential and Proprietary
Brands must shift to a customer journey mindset
Content-driven digital
experiences with limited or no
personalization of content,
offers and experiences.
Data-driven customer journeys that
recognize customers at any and every
touchpoint and deliver contextual
content, offers and experiences
Must move from this...
...To deliver this
©2016 Acquia Inc. — Confidential and Proprietary
ACQUIA JOURNEY
Allows marketers & others to plan, design & orchestrate omni-channel customer journeys across digital and non-digital touchpoints
Easily create new customer journeys and orchestrate what happens in each
Understand where your customers are in each step of the journey
Unify customer profile beyond web and email to build end-to-end journeys
Reduce time and effort for orchestrating unified customer experiences
Increase customer satisfaction by delivering best-next offers in their context
Increase customer engagement and the effectiveness of cross-channel experience
©2016 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary 33
Thank you + Q&A!Learn how Acquia can help your organization support a
Digital Customer Bill of Rights!
David Aponovich Stephen Skidmore
[email protected] [email protected]
Acquia.com
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