Design Principles to deliver your own Customer Experience PlatformCleve Gibbon (cleve.gibbon@cognifide.com)CMTO, CognifideA WPP Company

An Experience Management ConsultancyPowering Digital Transformation

Customer experience management (CxM) platforms are technology enablers within wider digital transformation programs. They help brands to deliver those right-time experiences at key decision points in the customer journey to drive engagement.

With over a decade of lessons learned delivering CxM platforms for major brands, this session provides practical and pragmatic advice using concrete platform examples spanning the financial, media, news and entertainment, healthcare, and insurance sectors.

How do you take a platform-first approach to CxM? What does good look like? How do you incentivize adoption? What works well? What should be avoided?

This session shares war stories on the good, the bad and the ugly documented as a collection of useful and useable design principles for delivering sustainable CxM platforms.

What I promised.

Set up the problem

Suggest a solution

Tell you what you should do

Tell you why you’ll be better off

The Problem

Experience is a Strategic Challenge

Experience30%

Technology70%

Technology40%

Experience60%

Focus on what makes you different – the experience.

Marketing Technology

Integration Technology

Enterprise Technology

DigitalMarketingPlatforms

Digital marketing platforms comprise

three technology areas: marketing, integration

and enterprise.

Problems

• We keep falling back to platform solutions that are technology led

• We struggle to find alternative approaches to platform delivery

• We seldom start with a clear view of what good looks like

• We don’t have enough of useful and useable examples of better practice

A Solution

Why do we need design principles?

So the basics become basic.

What is a design principle?

Accepted Actionable Advice.

Design Principles as a Solution

• Documented advice based upon experience and expertise in the field

• A guideline is a welcomed signpost to what good looks like

• Advice that goes beyond technology and aligns thinking

• A shared language for talking about big and broad topics

Our Approach

Design Principle.

Accepted:What do we believe.

Advice:What do we advise.

Action:What do we do.

And so on..

consider Evaluate Buy ExperienceUs

erCh

anne

lsen

terp

rise

CustomerJourney

Print

Web

Mobile

Signage

IT

Agency/Partner

CXSteps

Storytell.Accepted:Every platform needs a story.

Advice:The connected customer journeys are the story.

Action:Design, Document and disseminate customer journeys, then build them.

Capabilities.

Accepted:Features are Frenemies.

Advice:Make Capabilities Fungible.

Action:Find your unit of measurement for each core capability, then use it to measure.

Decouple.

Accepted:Every platform has assets.

Advice:Separate the production of assets from the underlying platform.

Action:Use standards, guidelines and APIs to enforce separation.

PRODUCTION

COREPLATFORM

We must

Decouple

Assets from the Platform

PRODUCTION

COREPLATFORM

• Continuous experimentation• Creative production• Risk tolerant• Agencies enabled

Creative Production

• Managed capability releases• Platform Management• Risk averse• IT empowered

Platform Management

Architect.

Accepted:Good architecture manages structural complexity.

Advice:Start with Technology agnostic capability based architectures.

Action:Model fungible capabilities and their inter-relationships, before mapping them onto underlying technology solutions.

Govern.

Accepted:Good Governance manages Behavioural complexity.

Advice:Use Governance for fast and devolved decision making.

Action:Design Governance Frameworks to:(1) Assign ownership(2) Align on Policy &

Standards

Creative Production.

Accepted:Marketing is risk tolerant.

Advice:Enable creative production.

Action:Platforms must enable agencies to control both Content and the UX to Create without Compromise.

Content

UX

Platform

AgencyContent Production

System IntegratorTechnology Integration

AgencyCreative Production

System IntegratorTechnical Production

Enable Creativity without Compromise

TechnicalProduction.

Accepted:IT is risk adverse.

Advice:Manage the platform as a product.

Action:Name the platform, give it an owner, with executive blessing, develop a product roadmap, apply lean and agile principles.

Orchestrate.

Accepted:Stacks and platforms need owners.

Advice:Brands must own their technology from the get go.

Action:Map out platform capabilities, skills, resources and grow internal competencies to orchestrate design, deliver and deploy activities.

Connect.

Accepted:Integrate is NOT the same Interoperate.

Advice:Make conscious decisions between the two.

Action:When mapping technology onto capabilities, focus your attentions on those integrated capabilities.

level of dissatisfaction

clarity ofnew vision

pathway tochangeX

<loss making

change

X

Change.

Accepted:The only constant is change.

Advice:Apply design thinking to make change transparent.

Action:Use the change equation.

Design Thinking by Jeanne Liedtka

EVOLVEAccepted:It’s never one and done!

Advice:Think Big, Start Small and co-create a roadmap to success.

Action:Create a solution roadmap that overlays the pathway to change.

Customers.

Accepted:Internal vs external.

Advice:Deliver equally amazing experiences for both consumers and employee.

Action:Design enterprise journeys and user interfaces to enhance the business experience.

Operate.

Accepted:Build sustainable platforms.

Advice: Design operate models (rather than launch), then build to last.

Action:Define what success looks like for launch + 100 days.

No campaign survives first

contact with real customers

Improve.

Accepted:You cannot manage what you cannot measure.

Advice:Tie platform benefits back to business benefits.

Action:Benchmark current state, define KPIs, create dashboards and track business performance as benefits are realised.

Signal.Accepted:The marketing technology landscape is noisy.

Advice:Step back from the technology noise, and find your capability-led signal.

Action:Map every technology against a fungible capability and drive platform decision making with facts and not feelings.

Your Benefits

If technology is enabler for digital business…

…why does Marketing oftenfeel disabled by IT?

We still define Technology in cartoon terms where it is:Built by geniuses and Operated by idiots.

Advise. Deliver. Support.

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