Ted Schadler, Vice President, Principal Analyst WEBINAR Your Digital Experience Technology Strategy Starts With A Customer Journey Map Ted Schadler, Vice President, Principal Analyst March 18, 2016. Call in at 12:55 p.m. Eastern time

Digital leads the experience improvement list “You said that in the coming year, your firm wants to improve the experience of its customers. What actions is your firm taking to achieve this objective?” Base: global business and technology influencers and decision-makers whose firm prioritizes improving the experience of its customers (1,000+ employees); Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2015

Everybody owns digital customer experience budgets Business, 34% IT, 36% Marketing, 30% Base: 100 to 135 digital experience delivery decision-makers Source: Forrester’s Q1 2015 Digital Experience Delivery Online Survey http://www.widen.com/sales-marketing-full/ http://www.copypress.com/blog/targeting-audience-archetypes-with-titles-who-clicks-what/ http://nashvillegroupinc.com/nashville-group-on-how-richard-branson-hires/

Christophe Blassiau, CX domain reports to the CIO christophe.blassiau@schneider-electric.com Shawn Burns Sr VP Web & Digital Marketing Office: +33-141396334 / Mobile: +33-687007037 shawn.burns@schneider-electric.com

The customer urgency is high. So is the organizational complexity and the technical debt. So how do you get things done?

Agenda How does a customer journey map shape your technology strategy? How can you build the business case for different interaction priorities? What’s the best way to achieve quick wins while building for the future?

Your technology road map starts with a customer journey map Strategy Business impact Road map Start with a customer journey map highlighting digital interactions. Prioritize capabilities for customer benefit and business value. Take two paths: quick- win extensions and platform investments.  

Separate strategy from road map to link business and technology Business impact Road map Start with a customer journey map highlighting digital interactions. Prioritize capabilities for customer benefit and business value. Take two paths: quick- win extensions and platform investments.  

A few thoughts on strategy It’s a digital experience program, not a bunch of projects. Customer journey maps bring coherence and priorities. Customer benefit Business value Four technology inevitabilities shape your approach. Mobile, cloud, insights, and microservices New capabilities are urgent. A digital experience platform is important.

Customer journey mapping is the key to digital transformation “Documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company.” Put customers at the center of the strategy. Link customer benefit and value to digital experiences. Cut through politics and organizational silos. Establish metrics of engagement and outcomes.

Customer journey maps illuminate needs

Digital interactions Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report

Assess the business impact to prioritize investments and focus attention Strategy Business impact Road map Start with a customer journey map highlighting digital interactions. Prioritize capabilities for customer benefit and business value. Take two paths: quick- win extensions and platform investments.  

These initiatives will pay off the most These initiatives will pay off the most. The impact is both revenue and profit. Reach customers along every step of their journeys. Serve customers in their mobile moments. Give practitioners the tools to manage experiences.

A few thoughts on business impact Digital is a belief system and rarely a firm calculation. Digital interactions fuel revenue or profit, sometimes both. Assess customer benefit based on research. Assess business value based on reach and impact. Prioritize digital interactions based on benefit and value. Beware of the ROI roadblock. Focus on TCO and delivery time instead.

Prioritize digital interactions on customers’ benefit and business value Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report

A simple calculator brings people together Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report

Evaluate the technology of the most important digital interactions Technical solutions Customer personalization Marketing personalization Extension Technical cost Platform Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report Time to deliver

Personalization: quick win and platform Quick-win extension: marketing personalization Improve targeting and behavior-based experiences to improve conversion and dwell time. Solution: Use a cloud-based personalization point solution to augment an existing marketing or commerce-centric experience. Digital experience platform: customer personalization Deliver great experiences for customers based on all your data across the spectrum of engagement: from unknown to loyal. Solution: Plan to dramatically improve personalization using location, transaction, and profile data with a new platform.

Sequence your investments with a practical technology road map Strategy Business impact Road map Start with a customer journey map highlighting digital interactions. Prioritize capabilities for customer benefit and business value. Take two paths: quick- win extensions and platform investments.  

A few thoughts on technology road map Feed technology reality back into the strategy. The link between interactions and technology will help. Don’t kid yourself: Quick-wins are big wins. Ride them. But simultaneously fund your new experience architecture.

Plot investments on two timelines: quick-win extensions and platform investments

Platforms take time but yield many more capabilities Source: “The Business Impact Of Digital Experience Technology Is Profitable Growth” Forrester report

Digital experience platforms defined Software to manage, deliver, and optimize experiences consistently across every digital touchpoint

A digital experience platform bridges silos Analytics + insights Touchpoints Contextual delivery at “the glass” Marketing Commerce Service Extensions + custom code Other services Customer data Content

Evaluating the digital experience platforms Source: “The Forrester Wave™: Digital Experience Platforms, Q4 2015” Forrester report

No vendor covers all the bases Source: “The Forrester Wave™: Digital Experience Platforms, Q4 2015” Forrester report

What does this analysis tell us? No vendor has everything you need today . . . . . . but all are playing to own your digital presence. Integrating the building blocks is your demon . . . . . . so plan to use the cloud and RESTful integration. You’ll have to make bigger platform bets . . . . . . while steadily improving experiences today.

We have three reports to help you plan Strategy Business impact Road map  

Ted Schadler tschadler@forrester.com blogs.forrester.com/ted_schadler Twitter: @tedschadler

DIGITAL TRANSFORMATION 2016 May 10–11, 2016 • JW Marriott Orlando Grande Lakes • Orlando Your customers, your products, your business operations, and your competitors are fundamentally digital. Both business leaders and technology innovators must transform to a thoroughly digital business or face becoming digital prey. New this year: DIGITAL TRANSFORMATION brings these groups together to help you collaborate and successfully transform your organization. Attendees will learn how the newest digital platforms and emerging ecosystems can accelerate their journey, and we'll identify best practices, ideas, and behaviors.