The future of digital experiences is …?
A presentation at DrupalCon Europe 2020 by Ruth Cheesley
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/
How will advances in technology change the way that we deliver and build digital experiences in the future?
How can we, as technology providers, influence the digital experience of consumers across multiple touch points, without juggling several tools and creating a tech stack that limits our ability to scale?
In this session Ruth Cheesley, Mautic Project Lead, will share a vision for digital experiences of the future.
We will talk about some of the common obstacles faced by technology providers in delivering seamless digital experiences today, and the impact of a poor digital experience for the business and the consumer.
We will touch on how Open Source platforms like Drupal and Mautic are well placed to deliver the digital experiences of the future, and jump in a time machine to get a glimpse of what lies ahead for a tighter integration between the two platforms.
Resources
The following resources were mentioned during the presentation or are useful additional information.
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Mautic
Mautic is an Open Source Marketing Automation tool that helps businesses automate their repetitive marketing tasks such as lead generation, contact scoring, contact segmentation, marketing campaigns, and to personalise the digital experience across multiple channels.
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What is Mautic?
A short video explaining what Mautic is.
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Join the Mautic Community on Slack
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Acquia Campaign Studio
Acquia Campaign Studio is a fully-featured cross-channel orchestration solution that enables organisations of all sizes to orchestrate and deliver individually personalised experiences at scale. Acquia Campaign Studio helps teams gather important contact information, optimise and template campaigns, and report on results. No other solution compares to Acquia Campaign Studio’s modern and flexible design which provides team members the freedom to move quickly and adapt easily to changing business needs.
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Apache Unomi
Apache Unomi™ (pronounced “You know me”) is a Java Open Source customer data platform, a Java server designed to manage customers, leads and visitors data and help personalise customers experiences while also offering features to respect visitor privacy rules (such as GDPR)
