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.

1. Design Principles to deliver your own
Customer Experience Platform
Cleve Gibbon (cleve.gibbon@cognifide.com)
CMTO, Cognifide
A WPP Company

2. An Experience Management Consultancy
Powering Digital Transformation

3. 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

5. The Problem

6. Experience is a Strategic Challenge
Experience
30%
Technology
70%
Technology
40%
Experience
60%
Focus on what makes you different – the experience.

7. Marketing Technology
Integration Technology
Enterprise Technology
Digital
Marketing
Platforms
Digital marketing platforms
comprise three technology
areas:
marketing, integration and
enterprise.

8. 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

10. A Solution

11. Why do we need design principles?
So the basics become basic.

12. What is a design principle?
Accepted Actionable Advice.

14. 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

16. Our Approach

17. Design Principle.
Accepted:
What do we believe.
Advice:
What do we advise.
Action:
What do we do.

18. And
so on..
consider Evaluate Buy Experience
UserChannelsenterprise
Customer
Journey
Print
Web
Mobile
Signage
IT
Agency/Pa
rtner
CX
Steps
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.

19. Capabilities.
Accepted:
Features are Frenemies.
Advice:
Make Capabilities Fungible.
Action:
Find your unit of measurement
for each core capability, then
use it to measure.

20. 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.

21. PRODUCTION
CORE
PLATFORM
We must
Decouple
Assets from the Platform

22. PRODUCTION
CORE
PLATFORM
• Continuous experimentation
• Creative production
• Risk tolerant
• Agencies enabled
Creative Production
• Managed capability releases
• Platform Management
• Risk averse
• IT empowered
Platform Management

23. 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.

24. 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

25. 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.

26. Content
UX
Platform
Agency
Content Production
System Integrator
Technology Integration
Agency
Creative Production
System Integrator
Technical Production
Enable Creativity without Compromise

27. Technical
Production.
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.

28. 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.

29. 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.

30. level of
dissatisfaction
clarity of
new vision
pathway to
changeX
<
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

31. EVOLVE
Accepted:
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.

32. 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.

33. 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

34. 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.

35. 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.

37. Your Benefits

38. If technology is enabler
for digital business…
…why does Marketing often
feel disabled by IT?

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

41. Advise. Deliver. Support.
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