Forrester - X Factor - Scott Rigby v2

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

CUSTOMER EXPERIENCE

is the

X factor

SCOTT RIGBY | ADOBE INDUSTRY STRATEGY /rigbyscott @rigbyscott


The X Factor

2

THAT MAKES SOMEONE

CANNOT DESCRIBEA QUALITY THAT YOU

VERY SPECIAL


What Makes a Great Experience?

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5

It takes time and skills to identify where to start and which data is relevant for key customer segments.

Problem: “It’s hard to make sense of all of the data that I have available and determine what has value”


Solution: Start with the segments you know, map these to digital behaviour and then advance to a tool that help identify interesting audiences for you.

Build a Segmentation Plan


It’s difficult to find and use assets, which are located in multiple repositories, and stuck on users local hard drives.

Problem: “I can’t find the assets I need to do my job”

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved.

AgencyCreative Designer

Marketing

Line of Business

Solution: Centralised access & and streamlined collaboration on work-in-progress and final digital assets.

Centralised Operations & Management

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.9

Source: Global Markets Research 2014

Interactive shop windows

(Sportsgirl)

Targeted offers directly to smartphone

(Macy’s)

9

Inefficient tools for omni-channel delivery, can make measurement, content delivery & optimization challenging.

Problem: “I’m struggling to seamlessly deliver continuous experiences across online & offline channels”

© 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved.

Solution: Continuous & dynamic delivery of mobile optimized, interactive experiences across customer-facing channels

Dynamic & Rich Media Delivery


What Makes a Great Experience?

© 2014 Adobe Systems Incorporated. Content Produced by Adobe Value Positioning Team.All Rights Reserved. Adobe Confidential.

I’ve learned that people will forget what you said, people will forget what you did, but people will never

forget how you made them feel. - Maya Angelou


Thank you!/rigbyscott@rigbyscott

Forrester - X Factor - Scott Rigby v2

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