Be an ‘Experience Business’ or be out of business – What’s your choice?
The Adobe Summit EMEA 2016 is coming at a time of unprecedented change in all aspects of business.
This year’s Summit in London is devoted to the the shift we are all facing in customer priorities as users across the globe are demanding personalised, contextually relevant, and real-time experiences. Consequently, everyone’s new brand is the sum total of ‘experiences’ that they deliver across channels, and that everyone’s new product is the ‘customer journey’ that they enable. We are all now in the business of delivering experiences or ‘experience business’ as we call it, and over the course of two days with over 100 breakout sessions, hands-on labs, and stimulating keynotes, we will explore how to achieve this new focus at the Summit.
A NEW APPROACH IS NEEDED
Users everywhere crave experiences that are simple, intuitive, and amazing. Digital Transformation has brought us all to this pivotal point and in order to survive and thrive during this disruption, organisations must deliver the experiences that consumers have come to expect. This will require a new approach as well as technology-enabled capabilities across all channels and touch points to build, manage, and deliver experiences that both surprises and delights consumers at every stage of their journey with a brand.
However, before we reimagine our technology-enabled approach for the future, we have to understand the past and maybe put a different spin to it.
THE THIRD WAVE
Technology-enabled business transformation has undergone multiple waves of evolution. The third wave is upon us – and it’s reinventing how products and services are created, delivered and marketed. First came the “back-office” wave, with software solutions for in-house processes like inventory control, payroll and accounting. Then came the “front-office” wave, which helped firms streamline their data to better interact with customers. With both waves, early-adopters of enterprise software enjoyed a significant advantage over rivals. Today, we find ourselves in the early stages of a third wave, a wave controlled by customer expectations rather than corporate interests. There’s only one way for brands to ride this new wave: become an Experience Business. Companies have to create a personalized, compelling customer experience at every link of the relationship, from websites and mobile apps to retail environments. In addition, transformation affected by 1st and 2nd wave were not immediately visible to your competitors, as most of this transformation was internal to your organisation. However, transformation affected by the experience business wave, by its very nature, is visible to both your customers as well as your competitors. This means any competitive advantage gained through a superficial transformation can be eroded very fast and, to enable such a transformation to be sustainable and scalable, a deeper organisational change is required.
GETTING INTO THE EXPERIENCE BUSINESS
Experience Business means different things to different organisations and industries. This will be discussed extensively at the Summit, but here are some ideas to get you thinking as you work to transform your organisation.
1. **Embrace design-centric thinking in your organisation. **I discussed this in depth in another post, but basically this means that everyone in your organisation should consider themselves to be an experience designer.
2. Map out your customer’s whole journey. Create a map of all possible touch points from lead generation through post- purchase customer service. Show how all departments impact the customer experience.
3. Take a deep dive into each touch point. Identify policy choices and company processes that could unintentionally cause an adverse customer experience. For example, does your payment processing function force customers into actions that help the accounting department but create a disappointing customer experience?
4. Adjust your choice of metrics and measurement systems. Changing internal processes and mindsets is only half the battle. You must also pick new metrics to measure customer satisfaction throughout their journey with the brand. With the robust analytic tools provided today, marketers can become data scientists.
5. **Be consistent across digital and off-line channels and touch points. **Your customer expects to see consistent content and personalisation whether they are using a desktop at home, a tablet or laptop at work, or the browser on their smart watch.
6. **Get the timing right. **Offers and personalisation opportunities must happen on the customer’s ****time frame, not yours.
We hope you will join us for the exciting discussions, led by Adobe customers, experts, partners, to provide you with insight about how to transform into an Experience Business and to make your organisation future-proof. See you there!