Agile Marketing & Customer Experience

@rsmartly
The Agile Marketer
Turning Customer Experience Into Your Competitive Advantage
VP of Social & Community Marketing
Oracle, Corporate Communications
Co-Host: The Marketing Agility Podcast
Blog @ rolandsmart.com
@rsmartly

@rsmartly
A Customer Experience Story

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Customer Experience Map (Negative Peak)

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7
6
7.5 7.5
2
6.5
7.5

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peak
end

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Customer Experience Map (Positive Peak)
7
6
7.5 7.5
2
6.5
7.5
10

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The Customer Lifecycle
The role of marketing in CX found that, by 2016, 89% of companies expect to
compete mostly on the basis of customer experience, versus 36% four years ago
- Gartner

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Great Customer Experience
Requires Collaboration & Alignment
Chief Product Officer
Chief Marketing Officer
Two key roles responsible for modernization

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How Does Agile Work?
An approach represents a philosophy or
conceptual orientation as to how work is done.
Agile is an approach.
A method is a practice or set of practices that
are consistent with an approach. For example, we
discuss a range of Agile methodologies, including
Scrum and Kanban.
Practices are specific activities comprising a
method. An individual or group engages in
practices that collectively represent a method.

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4 Common Agile Marketing Practices

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Break work and releases into small units

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Transparently share and prioritize work items

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Work in cross-Functional teams that iterate

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Work in cross-Functional teams that iterate
Conduct retrospectives on the process itself

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The Agile Marketing Manifesto
An adaptation of The Agile Manifesto for marketers
1. Validated learning over opinions and conventions
2. Customer focused collaboration over silos and hierarchy
3. Adaptive and iterative campaigns over Big-Bang campaigns
4. The process of customer discovery over static prediction
5. Flexible vs. rigid planning
6. Responding to change over following a plan
7. Many small experiments over a few large bets
+ 10 Principles
Visit: agilemarketingmanifesto.com

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Integrating Agile & Traditional Practices

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“Culture eats strategy for breakfast”
- Peter Drucker
When the CMO and the CPO align with Agile
Culture becomes your competitive advantage
(features are easy to replicate, culture is hard)

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3 Alignment Objectives
1. Eliminate negative peak experiences first,
because these lead to long term brand damage
that is hard to recover from.
2. Simplify experience and ensure consistency,
because this will inherently improve your baseline
while helping identify the areas where you’re
most likely to be able to deliver a positive peak
experience.
3. Develop positive peak experiences that will
deliver a long-term benefit and distinguish your
product or service.

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Warby Parker: The Try-On Experience
VS

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Warby Parker: The Try-On Experience
VS
Pros:
1. Quick
2. Convenient
3. Social (maybe)
Cons:
1. Not convincing
2. Low emotion
> 1000 Frames
Pros:
1. Builds excitement
2. You get a package!
3. Convenient
4.Social (encouraged)
5. Convincing
6. High emotion
Cons:
Takes time

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@rsmartly
Thank You
The Agile Marketer:
Tuning Customer Experience
Into Your Competitive Advantage

Agile Marketing & Customer Experience

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