David Nuescheler on Customer Experience Management

Uploaded by gabrielwalt on 10.07.2011

Hi welcome, I'm Gabriel Walt a software evangelist and I'd like to start
with this video a series of videos to get an insight about what's happening
behind the scenes technically and also to know a little bit about what's upcoming.
I'm today here with David Nuescheler, he's CTO of Customer Experience Management,
Thanks for having me!
I'd like to know actually what is Customer Experience Management exactly?
Customer Experience Management is a relatively broad space that we define as a space where
we want to harmonize all the different customer interactions that we have, or
that an organization has with their customers. And obviously, if we dissect that a little
bit, we see that these are separate disciplines
that we try to assemble into one homogenous experience,
into one homogeneous market, if you wish. If we look at the various different
components of that, it includes things like, obviously, the Web Experience Management market,
where we harmonize how we talk to our customers through the web channel,
it embodies things like Mobile Interactions, but also Customer Communication,
or Correspondence Management with more a print, PDF type of environment, but also the
interactions to rich applications, to Rich Internet Applications that are built
on the Flash / Flex platform.
Yes, and how is it technically possible to have a consistent thing
behind all these technologies and also behind all these
customer touch-points?
I think it is very desirable for an organization, and for the customer in the end to have
this generalized platform behind things, and that's why we're so exited about the release
of the Adobe Digital Enterprise Platform, which provides that exact layer
as sort of the backbone for all of the Customer Experience Management interactions.
Now Customer Experience is a very broad topic, and it starts with with web, it ends with
what's my experience when I go to a branch, or a store.
So it's a lot to provide these platforms and I think that at Adobe we have an
absolutely unique position to do that, because if you look at the creative workflow
that we need to create those experiences, then
most of those start somewhere in Creative Suite,
which obviously is one of our very strong areas,
then through the delivery of the Adobe Digital Enterprise Platform,
we have a very robust platform for that as well.
And then when we take it to the next step, where we want to monitor the performance,
when we want to find out how we can optimize the experiences, we take that into the Omniture,
or into the Adobe Online Marketing Suite and close the loop through that,
where we go back to the creatives and create the modifications that we need.
Now I think that this closed loop workflow that we can offer around Customer Experience
Management is definitely the absolute magic sauce from Adobe.
Right, there is a lot going on also about all
the foundation that's behind. And open source is also a very important part
in the platform.
Right, that's absolutely true, we have a very strong backbone in open source projects.
So the foundational pieces of what we use in
this platform are projects, or are combined of projects that we started in the
Apache Software foundation. So that is where we try to produce a lot of
the foundational code if you wish. And this is commodity code, this is not code
that really has any differentiating feature in
it. But it really is platform code that is
required to build such a platform. And that is why we started for instance
the Apache Jackrabbit project, or the Apache Sling project,
or the Apache Felix project, which all are now instrumental parts
of this platform. And the great thing about open source
is of course that the innovation happens a lot more open,
the innovation happens a lot quicker, just because there are people from
different backgrounds, there is essentially a global resourcing of ideas, if you wish.
There are very often ideas that are contributed from people that you don't even
know in detail. And just somebody can come up
with a great idea and brings it into the community, and then it starts to develop.
So I think it is an acceleration of the innovation patterns.
And that's really why we started to get sort of
a great feedback from the open source community.
All right, so I think that it also helps a lot
to have an open source community to be less specific about a certain sector,
about a certain branch and it helps you to open it up a little bit in this perspective.
Yes, absolutely. You get a lot more use-cases
that you didn't think of, and especially if you have such a broad problem set like we
have it with Customer Experience Management,
you want to build something that is as flexible as possible, so that it can
be used in all the different respects. That's certainly where it helps,
even throughout the development phase if you have a horizon that's
as broad as possible.
And back to Customer Experience Management, what innovation is upcoming in this sector
and what is your vision to think even further?
Customer Experience Management I think is still a new field and so the sky is the limit
and there are various different direction we can go to.
I think that, particularly in the area of what we call the context, where we say that
for every user, every customer at any point of time,
there is a specific context that they are in.
They are either in a store, they are on your website with a particular
mobile device, they are on the call center. That context about that user,
that unifies information that you may have in
your customer relationship management database and information that's much more transient,
for example what's the screen resolution, what's the IP address, what's sort of the
latency, how's their mouse movement, etc.
All these different things are aggregated into what we call the context.
And I think that there's going to be a lot of
innovation in that area, particularly because it's a very interesting area
in the tension of privacy and it's somewhere where a lot of
the organizations can still really improve. I mean everybody has had that experience on
a call center where you dial-in for the second or the third time and
you re-explain your same sort of story again. And not only obviously we want to avoid that,
that's a relatively traditional environment, but we want to take your experience
from one channel into the other channel, so the customer experience agent, if you wish,
the person on the call center, should have the same information about what kind of
targeting you get on the website. A kind of what are the marketing campaigns
we want to push to you. And at the same time know about
all your incidents and so forth. And vice-versa, the targeting on the website
should know that you have a call logged about that one product,
so we shouldn't push that product onto you at the same time.
And even if you take that further and you say for example that you start
a transaction on a mobile device, you sort of start filling out the form, and
you realize well this is all too complicated, I want to continue this on my desktop,
then you should take your context onto your desktop computer and continue from there.
So it's crossing these boundaries with context and making the context rich.
So I think that in Customer Experience Management,
there will be a lot of innovation around the context.
Definitely, yes. That's great! Thank you very much for having been here
with us!
Well thanks for having me. Looking forward for next time.
Definitely, see you again for our next Behind the Scenes!