From the MarTech Conference in London, UK, October 20-21, 2015. SESSION: Rolling Your Own Customer Experience Platform. PRESENTATION: Rolling Your Own Customer Experience Platform - Given by Cleve Gibbon - @cognifide - Chief Marketing Technology Officer - Cognifide. #MarTech DAY1

1. Roll your own customer experience platform
Cleve Gibbon (@cleveg)
CMTO, Cognifide

2. An Experience Management Consultancy
Powering Digital Transformation An Experience Management Consultancy
Powering Digital Transformation
Creating, Managing and Optimising
Measurable Digital Experiences
• 250+ Engineers & Consultants
• New York, London, Poznań
• Part of the WPP Network
Roll your own CxM Platform

3. Why
2 minutes
Roll your own CxM Platform in 25 minutes
What
13 minutes
How
10 minutes

4. Customer experience management (CxM) platforms are technology enablers
within wider digital transformation programmes. They enable brands to deliver
those right-time experiences at key decision points in the customer journey to
drive engagement.
However, your own CxM platform must be assembled to satisfy your brand-
specific needs. That involves buying new, building for, bridging between and
burning existing marketing technologies. How do you approach that challenge?
What does "good" look like? How do you incentivise adoption? What works
well? What should be avoided?
In this session, Cleve will share lessons learned from delivering CxM platforms
for major brands. He'll provide practical and pragmatic advice using concrete
examples spanning the financial, media, news and entertainment, healthcare
and insurance sectors.
What I promised.
…design principles?
…are design
principles?
…do you apply
design principles?
Why
How
What

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

10. Why do we need design principles,
to roll your own CXM Platform(s)?
So the basics become basic.

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

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

14. And
so on..
consider Evaluate Buy Experience
UserChannelsenterprise
Customer
Journey
Print
Web
Mobile
Signage
IT
Agency/
Partner
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.

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

16. 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.

17. 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 onto underlying
technology solutions.

18. govern.
Accepted:
Good Governance manages
Behavioural complexity.
Advice:
Use Governance for devolved
and accelerated decision
making.
Action:
Design Governance
Frameworks to:
(1) Assign ownership
(2) Align on Policy &
Standards

19. Creative
Production.
Accepted:
Marketing is risk tolerant.
Advice:
Enable creative production.
Action:
Platforms must enable
agencies to control both
Content and the UX to free
them create without
compromise.

20. Technical
Production.
Accepted:
IT is risk adverse.
Advice:
Manage the platform as a
product.
Action:
Give it owner, with executive
blessing, develop a product
roadmap, and apply lean and
agile principles.

21. Orchestrate.
Accepted:
Stacks and platforms need
owners.
Advice:
Brands should own their
technology from the get go.
Action:
Map out platform capabilities,
skills, resources and grow
internal competencies to
orchestrate design, delivery
and deployment.

23. 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.

24. 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

25. 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.

26. Customers.
Accepted:
Internal vs external.
Advice:
Deliver equally amazing
experiences for both
consumers and authors.
Action:
Design content production
journeys and user interfaces to
enhance the author
experience.

27. Operate.
Accepted:
Build sustainable platforms.
Advice:
Design to operate (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

28. 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.

29. 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.

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

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

33. Experience is a Strategic Challenge
User
Experience
30%
Technology
70%
Technology
40%
Content,
Consumer &
Author Experience
60%
Focus on what makes you different – the experience.

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

35. PRODUCTION
CORE
PLATFORM
Creative Production
Systems of Engagement (Type 2)
Platorm As A Product
Systems of Record (Type 1)
Bi-Modal

36. PRODUCTION
CORE
PLATFORM
Decouple
we need to
Assets from the platform

37. • Platform management
• Technical Production
• Risk averse
PRODUCTION
CORE
PLATFORM
• Continuous experimentation
• Creative production
• Risk tolerant
Systems of Engagement (Type 2)
Systems of Record (Type 1)
Bi-Modal

38. The global Digital Estate,
enables storytellers to tell,
the connected customer journey story.
We need to proactively manage
our global digital Estate.

39. Global
Digital Estate

40. Capabilities
Architect
Govern
Evolve

43. Advise. Deliver. Support.
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