Adapting to an evolving multichannel world through continuous and contiguous customer experiences As a technology leader driving innovation in digital marketing initiatives for global brands, Luis brings over 15 years of technology and management experience to the architecture, development, deployment, and analysis of eCRM, sCRM and other online activation, recruitment and retention initiatives as part of global direct marketing and relationship management program. Luis is currently a Managing Director and Chief Technology Officer for Proof Integration Communications, a WPP Company. Prior to joining Proof, Luis was senior vice president and director of marketing technology for Wunderman, New York. At Wunderman, Luis was responsible for the architecture and management of interactive development initiatives for clients such as Citibank, Land Rover USA, Novartis, and Microsoft. Prior to joining Wunderman, Luis was vice president of client services at NearSource (http://www.nearsource.net), an interactive development firm focused on providing near shore development services (in Latin America) for traditional and interactive agencies, as well as end clients. Clients included ANSI, Intrawest, The Jack Parker Corporation, Philips, Starwood, TARGUSinfo, The U.S. Department of Homeland Security, and Vivendi Universal.

1. MANAGING THE CUSTOMER EXPERIENCE
Adapting to an evolving multichannel world through continuous and
contiguous customer experiences
Luis Hernandez
Managing Director, Chief Technology Officer
Proof Integrated Communications
A WPP Company
February 2012

2. In 2012
It's no longer possible to look at
integrated marketing efforts as simple
reactive learning experiences
2

3. Why?
In a cross-channel and cross-platform world, looking at
customer engagement as a continuous conversation
requiring a contiguous experience better fits changing
behaviors.
3

4. Changes in behavior.
Spiraling consideration cycles, with more and more time
being spent in consideration and evaluation, heavily
influenced by 3rd party sources perceived as independent,
such as user reviews, rather than authoritative, such as
brand (owned) properties.
4

5. You need to manage the customer experience.
The convergence of multiple platforms and providers to
create something that dynamically, based on a series of
established or evolving rules, drives improved response,
conversion, and retention.
5

6. How?
6

7. You adapt.
Marketers need to look at the elements of their online
ecosystem that help support and drive these end goals.
7

8. You build.
Tying together data from disparate systems on behavior,
preference, and disposition pre- and post-conversion,
provides a fuller model.
8

9. You evolve.
It’s no longer just about the conversion - it's about gaining
an understanding of and optimizing user pathways to
purchase, with multiple options and avenues for interaction,
communication, and even transaction.
9

10. Delivering Cross-Touchpoint Customer Experiences Drives Need For New Capability
Source: Forrester Research, Inc., The Emergence of Customer Experience Management Solutions, August 2011 10

11. You learn.
Look at spiraling consideration cycles
Look at the time spent in consideration and evaluation
11

12. You tap into innovation.
E-commerce, Email Service Providers, Content
Management Systems, CRM platforms, and Analytics
Vendors all promise the ability to provide a customer-
centric view across touch points, but aren’t all there yet
12

13. You make consumers advocates.
Look at tools that provide the ability for individuals to
advocate for or express their opinions on products, across
devices and channel
13

14. A key challenge:
Customer Experience Management doesn’t have a single,
consistent definition
14

15. For service providers (CEM):
It’s about listening to customer feedback, comments,
postings via automated parsing / filtering and triggering
actions – be they alerts, messaging, etc. – based on
specified or determined sentiment
15

16. For platform providers (CXM):
It’s about adapting experiences dynamically based on
behavioral and session data across sources and channels
to provide more contextually relevant messaging or
functions based on current point in the consideration or
communications cycle
16

17. Source: Forrester Research, Inc., The Emergence of Customer Experience Management Solutions,17
August 2011

18. But they both have key elements in common.
It's about dynamic integration.
It's about rules-based automation.
It's about continuity.
It's about contiguity.
18

19. How is an experience contiguous?
Differing interaction points and platforms feel like parts of a
singular whole from an experience perspective.
19

20. How is an experience continuous?
Having a single conversation that moves the user along the
consideration pathway without seemingly dropping
backwards or starting over
20

21. 21

22. Always consider context.
This ensures that you’re helping (consumers) make the
right decisions at the right time based on who they are,
where they are, and what they’re currently doing
22

23. Key channels are evolving.
Email and the intersection of social marketing
Digital marketing attribution
Search Engine Optimization
Mobile
23

24. Mobile is a moving target.
It isn't a channel, it's a platform, with user experiences that
vary from device to device and form factor to form factor
which are still evolving and changing, though beginning to
consolidate around common form factors
24

25. Some examples of mobile disruption.
Point of sale price comparison
Online purchase to offline pickup
Mobile device retail checkout
Virtual currency and e-wallet based transactions
25

26. Email and Social
Email is still important, and effective
Email and social interact and amplify each other
26

27. Other influential aspects of Social
Social shopping and co-browsing
Social reviews and opinions
27

28. SEO
Organic search and the understanding of what are
considered current, authoritative sources of information
within your keyword universe help plan more effectively
28

29. Attribution
The challenge is growing as more and more systems
interoperate directly or indirectly to drive conversion over
longer consideration cycles for larger purchases heavily
influenced by social activities.
29

30. Contact Info:
Luis.Hernandez@proofic.Com
Twitter: @olhernandez
Linkedin: www.linkedin.oom/in/olhernandez
Email: oe@olhernandez.oom