Track B-3: Delivering Actionable Experiences Through Effective Digital Marketing

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Information about Track B-3: Delivering Actionable Experiences Through Effective Digital...

Published on July 12, 2016

Author: scoopnewsgroup

Source: slideshare.net

1. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Delivering Actionable Experiences Through Effective Digital Marketing Nishita Henry, Principal Deloitte Digital | Brian Paget, Technical Director Public Sector

2. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Ingredients The HCD PROCESS HUMAN CENTERED DESGIN HOW IT WORKED AT AMTRAK FORCES of CHANGE USDS 18F CUSTOMER EXPERIENCE CREATE EXPERIENCES THAT DELIVER RESULTS DIGITAL MARKETING TECHNOLOGY MAKE MANAGE MEASURE HOW IT EMPOWERS TRANSFORMATIONS OF EXPERIENCES

3. Forces of disruption Several factors are driving the “need for change” in Public Sector CX Lowest rank in customer satisfaction President Obama’s CX Executive Order Growth of external service providers Emphasis on user-centric digital services Shrinking budgets, rising expectations Deloitte Digital Copyright © 2015 Deloitte Development LLC. All rights reserved. @DeloitteDigital #GovDbriefs

4. Polling question #1 Which of the following would best enable you to apply a customer centric approach to customer service? More customer insight Cultural change Leadership support Technology/systems updates

5. Process Centric What is different? Design can either be driven by customersor by process—leading to different priorities and outcomes System Customer Business process definition Feature function User roles definition Security Customer System Customer Centric Journey mapping Human-centered design Persona definition

6. HCD approach Human-centered design puts the customer at the heart of the process Scope Define and agree upon goals of the project Gather information on the customer and stakeholders through immersive research Uncover value and meaning from informationby findingpatterns and insights Generate creative solutions thatrelate to uncovered insights Create plans for implementation that can help ensure successful adoption Look & Listen Understand Solve Build 1 2 3 4 5

7. Amtrak’s vision Deloitte Digital Copyright © 2015 Deloitte Development LLC. All rights reserved. @DeloitteDigital #GovDbriefs

8. The Amtrak customer Amtrak departments spread across the R2R spectrum, but the agency’s “center of gravity” falls in Retail Northeast Corridor Operations State Supported Services Long Distance Services Engineering Corporate Safety Department Amtrak Police Department Enterprise Architecture Regulators focus on increasing compliance Retailers focus on retaining andgrowing profitable customers Value Retail Mission Regulator Foster Innovation Educate Regulate EnforceRetail Retail-Like

9. HCD at Amtrak Amtrak developed customer journey mapsto reveal customer behavior

10. 10 leading CX practices Use customer relationship management (CRM) systems effectively Provides consistent and seamless omnichannel experiences Offer quick troubleshooting through multichannel CS solutions Align employee engagement with customer engagement priorities Tailor experiences based on customers’ preferences and relationships with the agency Deliver information in plain language, with a simple user-centric design Use “open innovation” and prize challenges to solve problems 1 Designate a chief customer officer 2 3 4 5 6 7 8 10 Develop targeted behavioral objectives for deep insights into behavior Provide transparent, real-time process tracking that puts the customer in control9

11. Polling question #2 Lessprevalenceof legacy technologies Useradoption Which of the following would best enable you toimplement new technologies and development processes? Confidence in security Education on new technologies

12. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Ingredients DIGITAL MARKETING TECHNOLOGY MAKE MANAGE MEASURE HOW IT EMPOWERS TRANSFORMATIONS OF EXPERIENCES

13. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13

14. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Its Turns out Digital Marketing is very close to Digital Services…. We need to understand the different ways people will interact with our services, including the actions they take online, through a mobile application, on a phone, or in person. Every encounter — whether it's online or offline — should move the user closer towards their goal. Understand the different points at which people will interact with the service – both online and in person Identify pain points in the current way users interact with the service, and prioritize these according to user needs Design the digital parts of the service so that they are integrated with the offline touch points people use to interact with the service Develop metrics that will measure how well the service is meeting user needs at each step of the service https://playbook.cio.gov/ 14 Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Digital Marketing can be through Non-internet channels like TV, Radio, SMS, etc or through Internet channels like Social Media, E-mails ads, Banner ads, etc. Social Media Marketing is a component of digital marketing. Many organizations use a combination of traditional and digital marketing channels; however, digital marketing is becoming more popular with marketers as it allows them to track their Return on Investment (ROI) more accurately compared to other traditional marketing channels. http://en.wikipedia.org/wiki/Digital_marketing

15. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeWins Forrester EMSS Wave 2014 “Adobe distinguishes itself with its core services capabilities” “Adobe distanced itself from the pack with a combination of an innovative, detailed vision and in-market functionality”

16. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. It all comes down to 2 things BUILD GREAT EXPERIENCES AND DELIVER ACROSS EVERY TOUCHPOINT UNDERSTAND AND ADAPT TO THE RIGHT PERSON, RIGHT PLACE, RIGHT TIME

17. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital Marketing Technology Make Manage Measure CONTENT DATA EXPERIENCE MANAGER ADOBE TARGET ANALYTICSCREATIVE CLOUD

18. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What Makes a Great Experience? Easy Personal Intuitive Compelling

19. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

20. 20 Unified Customer Experience Personalization & Optimization A couple specific challenges and solutions to highlight

21. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Unified Customer Experience: Challenges Take control of the experience spanning the customer journey • Creating a unified digital experience • Connecting customer data with web/mobile/social data • Quickly and effectively authoring experiences

22. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Deliver Unified Customer Experience Adobe Target Optimization and A/B Testing Adobe Experience Manager Sites, Assets, Apps, Forms, Communities Adobe Analytics Understanding content and behaviors +

23. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalization & Optimization: Challenges Drive relevance and engagement through testing & automation • Providing the optimal experience, content & offers • Catering for anonymous and authenticated customers • Privacy considerations around personalization

24. Personalization & Optimization age gender device type region zip code segment browser + AEM Optimization, Targeting, Algorithms Adobe Target Optimization and A/B Testing Adobe Analytics Understanding content and behaviors Real-time PersonalizationAutomated Decision

25. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

26. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Ingredients The HCD PROCESS HUMAN CENTERED DESGIN HOW IT WORKED AT AMTRAK FORCES of CHANGE USDS 18F CUSTOMER EXPERIENCE CREATE EXPERIENCES THAT DELIVER RESULTS DIGITAL MARKETING TECHNOLOGY MAKE MANAGE MEASURE HOW IT EMPOWERS TRANSFORMATIONS OF EXPERIENCES

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