An inspiring session for a new crop of business leaders within enterprises and government agencies who see what can be done with the Internet in their daily visits to Facebook, YouTube and Amazon.com, and aim to provide a similarly authentic, engaging and convenient experience for their customers and citizens. Erik Larson, Senior Director, Product Management and Strategy, Adobe

1. Copyright 2010 Adobe Systems Incorporated. All rights reserved. Adobe confidential. 1
Digital Intrapreneurs and the Customer Experience
Revolution
Erik Larson | Senior Director, Product Management and Strategy
Changing the world, one screen at a
time

2. 2010 Adobe Systems Incorporated. All Rights Reserved. 2
The Agenda in Three Chapters
1. Yesterday’s wave of digital
entrepreneurs makes way
to a new wave of
intrapreneurs.
2. Quick Case Studies: The
future is here, though not
evenly distributed.
3. Leverage a simple
framework for your plan.

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Chapter One:
Intrapreneurs and Digital Innovation

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We know entrepreneurs.
“They pursue opportunities beyond the tangible resources currently
controlled by their organizations. And they’re driven to identify new
opportunities, not protect what their companies already have.”
Bill Sahlman, Harvard Business School

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But what is an intrapreneur?

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Intrapreneurs are employed by large organizations that are…
• Driven by ROI because they take in and spend a lot of
money.
• Actively managing risk because they have a lot to lose.
• Focused on existing customers …or should be.

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Intrapreneurs are…
Like Entrepreneurs
Marshal people and money
to pursue opportunities
Blaze new trails and
motivate people
Seek upside

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Intrapreneurs are our customers and…
Like Entrepreneurs Unlike Entrepreneurs
Marshal people and money
to pursue opportunities
Marshal existing brand equity
and customer relationships
Blaze new trails and
motivate people
Work with existing systems
and people they don’t control
Seek upside Manage downside

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Intrapreneurs are our customers and…

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Engagement Matters More Than Ever
90% of C-level executives said
customer engagement is critical to
success
- 300 C-level executives surveyed by
Economist Magazine
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Reserved.

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Customer experience is critical
February 2010 “The State Of Customer Experience, 2010”

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Firms want experience to be a differentiator
February 2010 “The State Of Customer Experience, 2010”
February 2010 “The State Of Customer Experience, 2010”

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Frustrating customers is costly
February 2010 “Web Sites That Don’t Support Customers’ Goals Waste Millions”

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It’s not only the old, system-centric problems that matter.
False promises
Delayed schedules
Costly deployments

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Most important are the new, customer-centric ones.
Designing from customers in,
not systems out
Creating customer
experiences that span
multiple contexts
Measuring and optimizing the
customer experience

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We Face a Shifting Marketplace with Interconnected
Channels
Paid
Search
Games
Social
Video
Banner
Widgets
IPTV
Call
Center
Direct
Mail
Rating
Sites
Organic
Search
TV
Lead
Gen
Print
Blogs
Email
Mobile
Web
Site
Acquisition
Conversion
Retention

17. 2010 Adobe Systems Incorporated. All Rights Reserved. 17
But We Must View It Through the Eyes of Our Customers
See TV ad
for product
Search online
for product
Research
product onlineVisit store
for help
Buy product
online
Visit store to get
help with product
Buy accessories
in store
Research
accessories
for product
Receive promo
for product
Receive mobile
ad for product
Join Facebook
community for product
Receive product
updates
View video for
newer product

18. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Enterprises Face a User-Centric Moment of Truth

19. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
A New Generation of Digital Experiences

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b
Customers Expect Great Experiences – We Must Deliver
Social ComputingWeb 2.0 Multi-Screen

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Chapter Two:
Case Studies In Customer Experience

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 PNC Virtual Wallet captures Gen Y - over 80% usage by 17-34
year-olds
 >250 new accounts added daily
 Drives brand and marketing strategy, now rolling out to all
segments.
PNC Bank - Launch new service to capture Gen Y demographic

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 90% close rate on insurance sales
 Call center reps are over 200% more effective than on-site sales
reps
 Customers prefer it…99 to 1…
Impuls Insurance – Increase customer engagement and sales
efficiency

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 Reduced average time to benefits from 26 to 6 days
 Slashed CSR enablement time from 2 years to 2 days
 Raised satisfaction from 58% to 70%
Southwark – Better serve citizens and respond to changing times

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 $7B in revenue with 200,000 high-value end users
 From cost of doing business to destination, differentiator and brand
builder
 Measurable communication channel for cross-sell/up-sell and
engagement
Improving Revenue with B2C Customer Servicing

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 85M subscribers with 1M turnover each month
 From cost of doing business to destination, differentiator and brand
builder
 Measurable communication channel for cross-sell/up-sell and
engagement
Improving Revenue with B2C Customer Servicing
MyTelco
WIDGET
Cross/Up-sell,
Engagement
SETUP
WIZARD
Cost, Cross/Up-sell,
Engagement
SECURE
eBILL
Cost, Security
WEB to
CSR
Engagement

27. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Chapter Three:
Your Customer Experience Mission

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A Simple Framework
1. Acknowledge that you
need a Customer
Experience Management
strategy.
2. Establish a 2 year roadmap
of projects organized
around customer touch-
points.
3. Pick a high-ROI project and
world-class partners as the,
design from the customer
in, then broadcast your
success in support of the
larger goal.

29. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
You Need a Platform for Customer Experience Management
Solutions
Customer Experience Management

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UX
eRIA
ProcessContent
Social
Customer Experience Management Platforms are Coming Together
Now
Customer-FacingExperiences
Front-LineEmployeeExperiences
optimization
optimization
optimization

31. © 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Thank You
Erik Larson
elarson@adobe.com
@erikdlarson
blogs.adobe.com/i2