The future of digital experiences is …?

The future of digital experiences is …? Ruth Cheesley - Mautic Project Lead @ Acquia @RCheesley

OUR LIVES, CHANGED @RCheesley

BEHAVIOURS, CHANGED @RCheesley

EXPECTATIONS, CHANGED @RCheesley Photo by Annie Spratt on Unsplash

The future of digital experiences is …. different @RCheesley

“I bought that product in store two weeks ago, why are you telling me about special offers for it now?” “Why are you sending me news about in store offers 200 miles from where I live? “Your call centre rep has no clue that I’m a loyal customer” Consumers Expect More From Their Interactions With Brands @RCheesley “You’re always showing me ads for things I don’t care about.”

“My mother died last year, I love your brand but I really wish I could stop seeing these ads and emails about Mother’s Day” “I’m a size 16 but you always show me clothes worn by size 6 models and promotions for items that you don’t stock in my size” “I just want to try out your product to see if it will work for us, I don’t want to be bombarded by sales pitches!” Relevance, Empathy & Convenience Is Expected At Every Interaction @RCheesley “I wish that I could pick out some items online and have the option to try on in store, rather than have to find them on the shop floor first”

DIGITAL AGILITY IS NOW A SURVIVAL SKILL @RCheesley Photo by Gerd Altmann on Pixabay

My Vision for the Future of Digital Experiences …. @RCheesley

FRICTIONLESS EXPERIENCES @RCheesley

TRUST IS THE NEW CURRENCY @RCheesley

PERSONALISATION ADDS VALUE TO THE CUSTOMER @RCheesley

ADAPTIVE TO CHANGES IN BEHAVIOUR @RCheesley

The Future of Digital Experiences is Blocked Because ….. @RCheesley

WE REALLY DON’T KNOW OUR CUSTOMERS @RCheesley

Disconnected systems are the root cause POS & Inventory Systems Identity Data BI Systems Direct Mail & Email Digital Ad Campaigns CRM Website Call Center E-commerce Systems @RCheesley Web Personalization

We need all the things to do all the things! We need them now! @RCheesley

Disconnected systems result from an outcome focused approach @RCheesley OUTCOME FOCUSED DATA & CUSTOMER FOCUSED Siloed, duplicate customer data Unified customer data

How Do We Fix Broken Digital Experiences And Make Them Awesome? @RCheesley

CUSTOMER FIRST, DATA FIRST @RCheesley

SINGLE SOURCE OF TRUTH @RCheesley

TOOLS TO ENABLE DIGITAL AGILITY @RCheesley

CENTRALISED MARKETING @RCheesley

Customer and data-driven strategy Plan your strategy around the data. Seek to understand and deliver meaningful value to the customer. Single, unified customer profile Create a single source of truth (customer data platform) that spans all places your customer interacts with you. Tools to deploy resources quickly Multi-channel campaigns Ensure all of your tools integrate with your data platform and allow you to quickly pivot and deploy new experiences. Ensure your orchestration tool allows you to create multi-channel personalised campaigns. Personalised Digital Experience When all these pieces are in place, you are well positioned to begin personalising the whole customer journey across online and offline experiences Start small, and build iteratively, ensuring that you are always delivering value to the customer and the business.

How Is Open Source Helping Us Deliver The Digital Experiences Of The Future? @RCheesley

OPEN SOURCE SOLUTIONS @RCheesley

REDUCING COMPLEXITY FOR USERS @RCheesley

OPEN INTEGRATIONS @RCheesley

You Can Be A Part Of Shaping Open Source Digital Experiences Of The Future …. @RCheesley

CROSS-PROJECT COLLABORATIONS @RCheesley

NEXT GENERATION MAUTIC @RCheesley

The Future Of Digital Experiences Is …

Ruth Cheesley Mautic Project Lead, Acquia ruth.cheesley@acquia.com mautic.org acquia.com noti.st/rcheesley for slides & resources @RCheesley

“ “ What questions can I answer? @RCheesley

Join us for contribution opportunities Friday, December 11, 2020 Mentored Contribution First Time Contributor Workshop #DrupalContributions General Contribution

What did you think? Locate this session at the DrupalCon Europe website: https://events.drupal.org/europe2020/preliminary-program/