VIDEO: Who Is Enabling Connected DX for Enterprises Today?

Aug 23, 2019


Article ImageConnectiveDX Chief Strategy Officer Jeff Cram discusses the current state of connected DX in this clip from his presentation at Digital Experience 2019.

Watch Jeff Cram's complete Digital Experience Conference presentation, A106. Creating Connected Experiences.

Transcript

Jeff Cram: One of the interesting things that's happening is, as these new technologies get layered on--Sephora's a really good example. Pioneers in some of the chat technology, and they've been doing some amazing things where they not only are providing assisted conversational experiences, but they're actually using chat from a personal shopping perspective to connect shoppers with other shoppers in more communities.

But when these technologies get layered on, who in the organization owns this? Is that marketing? Is that customer support? The answer is probably yes to both of those, but how do you structure teams around these experiences? Instacart--Jake here up front who works with me, it's one of his favorites--is really raising the bar for how they connect more seamless customer experiences for the shopper experience; and they're doing a lot of research in each of the markets they roll out. To make the intersection of their physical delivery of grocery shopping with the actual technology advances of the cart, and the digital shopping experience to bring this together in really fascinating ways, and changing the expectation of what consumers are getting in terms of how fast you can get things delivered and the ease and friction that it replaces.

We do a lot of work in healthcare, and I think there's some really interesting advances and connection happening inside healthcare. If anyone's heard of Oscar Health, they're kind of an upstart health insurance company. Doing some really interesting things on basically disrupting the way that you buy and shop for insurance. And in part this idea of connection for them is connecting into the healthcare ecosystem in new ways.

So in this case, they have a partnership with Cleveland Clinic and they're actually using content interoperability and sharing content about primary care physicians and bringing that directly into the Oscar experience. So that as you're signing up for insurance, they can actually pull in information about your PCPs, all done behind the scenes, but seamless to a customer experience. So really fascinating work happening across the people, process, and technology side, and all seamless to the end user. Measurement gets brought up a lot.

If you're familiar with NPR, we just had their head of analytics at a meetup in our office for the Analytics Meetup. They're doing some amazing things around their digital surfaces, so they run, all their member stations, of course kind of run their own thing, but from a centralized perspective, what they're doing is, they're creating an analytics framework called Station Analytics. So they set up a centralized way of connecting their organization's measurement strategy, and providing measurement as a service in terms of a framework for tagging, reporting, and insight, and basically enabling their hundreds of member stations to get better at using data, but in a very decentralized way, and I think this is the reality that most of us deal in.

We work in large organizations or with large organizations, and you don't have the advantage of having a more product or centralized decision-making mindset. And it's about creating connection across, what oftentimes are very decentralized ways of working.


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