The document discusses how companies are increasingly focusing on delivering outcomes for customers rather than just products. It notes that while companies and clients invest heavily in new technologies, customers really want outcomes, not just products. The document advocates that companies should aim to deliver the desired outcomes of their customers instead of just force-fitting products. It presents the idea of using an outcomes-based architecture and contextual information to better understand customers and shape experiences to meet their desired outcomes.
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Darren Guarnaccia - The experience economy and customer outcomes - SUGCON
1. Organized by the Community, for the Community.
THE EXPERIENCE ECONOMY
AND CUSTOMER OUTCOMES
DarrenGuarnaccia
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Clients keep throwing technology at the problem
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And new technology emerges every day
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Everyone is chasing the dream of experience
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…but people don’t want products, they want outcomes
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But, companies still force fit products
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What if companies delivered desired outcomes instead?
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When moms fill in
their situation, they
will find a personalized
timeline adjusted to
their moment in the
mothers journey.
All content is tagged
and created for
specific MOT’s within
the mothers journey.
Aligned digital goals
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A journey backed by data
An example of the xDB profile
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Delivered omnichannel
Responsive web
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Delivered omnichannel
Mobile app
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Delivered omnichannel
Events and DM
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Delivered omnichannel
Magic mirror recruitment tool
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Delivered omnichannel
Point of sale
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Delivered omnichannel
Vending machine
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A cohesive experience
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E-Commerce
Commerce connect
Results
2014: EUR 140,ooo
2015 : EUR 1.15 MIO
75%
140%
Avg monthly
growth:
Avg. monthly
growth rebuy:
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Transformation of digital team and business
Alignment BusinessObjectives towards online
goals and online KPI’s > involving BrandTeams
Business case (KPI’s) and ROI insights
Prove how digital goals and online marketing
campaigns drive strategic objectives
Alignment with all the internal Nutricia stakeholders
Better understanding of Sitecore 8
Experience Marketing capabilities
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So what’s wrong with experience?
Have we jumped the shark?
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Context and outcomes
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It’s time for a shift to context and journeys that lead to outcomes
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Outcomes architecture
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Engage
companies
to satisfy
“I want.
I need.”
COMPANIES DELIVER OUTCOMES THATTRANSCEND PRODUCTS
Product experience
Digital product
extensions
Consumption
content
Contextual
recommendatio
n
Interaction
intelligence
Consumption
lifecycle
Satisfied
customers offer:
• Loyalty
• Greater share
or wallet
• Advocacy
• Lower service cost
Acquisition &
support content
Interaction
Intelligence
Context
Company experience
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Web is still the backbone
Forrester Research Wave for
Web Content Management Systems, 2015
“Web content
management is a
backbone of digital
experience delivery”
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All roads lead back to your web and mobile sites
SEO/SEM
Web & Mobile
Campaigns
Social
Commerce
Support
…
Email
Display ads
SMS/MMS
Apps
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Web and mobile experiences are a priority
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If Content is king.
Then Context is queen.
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Websites
Consumer
Custom
Content
Commerce
Contact
Emails
Social
Posts
Mobile
Apps
Call
Center
Sales
Person
Online
form
Socially
engaged
Call
centers
Branded
stores
Retail
outlets
Online
stores
Loyalty
program
Service
support
Help/Ho
w-to
Social
listening
Context surrounds
consumers
Sitecore uses this
Contextual information to
help you know your
customer, in order to
better shape the
experience they have with
your organization.
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Context needs data
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WIIFY
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How will we get there?
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Sitecore’s approach blends experience with data
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Context marketing principles guiding roadmap
Knowing your customer
• Harnessing contextual information across channels
Blending insights and decisions into execution and action
• Automated marketing and real-time content optimization
Moving beyond customer attraction and conversion
• Integrated commerce into the experience
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2Year Roadmap
Sitecore
Experience
Platform
Q4 2015
Sitecore XP 8.1
Mid 2016
Sitecore XP 8.X
2017
Sitecore XP 9
Sitecore
Commerce
Q1 2016
SCpb Commerce Server 8.1
SCpb Dynamics AX 8.1
Commerce Connect 8.1
Mid 2016
SCpb Commerce Server 8.x
SCpb Dynamics AX 8.x
Commerce Connect 8.x
2017
Evolution into market
leading enterprise
commerce platform
Additions Early 2016
Email experience
2016
Additional connectors
2017
Additional marketing
foundations
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Our journey to CXM excellence
V7
Content
Foundation
THE PREFERRED
TOOL FOR
EXPERIENCE
DEVELOPERS
MARKETERS AND
MERCHANDIZERS
7.1/7.2
UX
Foundation
V7.5
Data
Foundation
V8
Functional
Foundation
V8.x+
Excellent user
experiences
Connected &
Integrated Foundation
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Sitecore’s Experience Platform 8.x Functional Overview
Web Experience
Print Experience Experience Analytics
Experience Content Manager Experience Profile
Experience Optimization
Email Experience
Commerce Experience
Ad Tech Experience
Social Experience
Segmentation (List
Manager)
Marketing Apps
Federated Experience Experience Automation
APPLICATIONS
Content
Marketing
UI
FOUNDATION
CONNECT
CRM & Mktg
DAM
Commerce & PIM
Customer Svc.
Commerce
Dynamics
AX Retail
Dynamics CRM + MDM
Microsoft Technology Stack
Parature
1st Party Connectors
PIM TBD
ADAM Software
Sitecore Cloud Services on Microsoft Azure
xConnect Generic BI and ERP PowerBI
Office Connect SharePoint Office Authoring
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Sitecore 8.1 improvements
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SM
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THANKYOUTO OUR SPONSORS!
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THANKYOU
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