xm asia adobe conference bangkok 161013
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TRANSCRIPT
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HELLO
THE PERFECT
STORMWHERE DESIGN AND TECHNOLOGY CAN THRIVE TODAY
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WHO AM I
MASTERMIND OF
CHANGE39, 15years in the digital business, started as an
entrepreneur, works across the entire region and teams around the world, AKQA, Saatchi & Saatchi and now XM Asia
(part of WPP)
From 2006, have growth XM by 5 times her revenue size, single office to 5 and rebuilt XM into one of SEA’s most
equipped and talented digital networks.
© 2013 XM ASIA PACIFIC
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WE ARE 500
CHANGE
AGENTSSince 1995, talented, progressive, collaborative, flexible.
Working across Singapore, Malaysia, Thailand, Indonesia, Hong Kong and across the world.
With strong local leadership and in-country expertise.
Vietnam, Australia and Korea are the next few markets.
Primed for the ASEAN ECONOMIC COMMUNITY in 2015.
© 2013 XM ASIA PACIFIC
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OUR BELIEVE
MAKE.CHANGE.MATTER.
We are committed to creating extraordinary experiences unleashed around human behaviour, empowered by
technology, to give any brand/business the power to adapt and excel in this ever-changing world.
© 2013 XM ASIA PACIFIC
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© 2013 XM ASIA PACIFIC
OUR DIFFERENCE
We are able to distill your business challenges into a strategy/ solution that is closest to the heart of consumer
behaviour where we best impact business performance and ensure future-proofing.
Rooted against executional excellence, we seamlessly take strategy to concept to execution and optimisation.
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TRANSFORMED
We believe in working with brands/businesses who want to change.
This is when magic happens.
These are our clients.
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ADOBE
SOUTH EAST ASIA BUSINESS
PARTNER OF THE YEAR
2013
© 2013 XM ASIA PACIFIC
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FEATURED
“To bring the future to our customers’ lives and businesses, in a manner that is simple, personalised and
enriching, by efficiently and creatively harnessing leading edge technology and delivering a brand of
service experience that is relevant and enchanting”
© 2013 XM ASIA PACIFIC
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© 2013 XM ASIA PACIFIC
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POV
LEARNING FROM THE
CLASSICS
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TODAY
GREAT EXPECTATION
SDubbed as the ‘Jesus Phone’ by the media in 2007, the 1st generation iPhone together with iOS forever changed the consumer and their expectations altogether to challenge
brands/businesses to better provide value and unwavering experiences.
We live not only in a connected world but one that is tactile too.
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TODAY
TO KILL A
MOCKING BIRDWord of mouth is hypercharged and consumers are sharing
everything.
Brands/Businesses cannot ignore anymore the power of consumers influence.
We need to challenge ourselves to better use data and create value through each interaction.
© 2013 XM ASIA PACIFIC
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TODAY
GULLIVER’S
TRAVELSSum of all it’s parts.
Acting SMALL is the new black.
With the increasing number of devices and points of interaction, having a microview of the consumers world is
needed.
Not easy as we all know.
© 2013 XM ASIA PACIFIC
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TRUST
TRUST is the true long term barometer for any brand.
And if the top FIVE channels are anything to go by.
How much is your brand and business committed to digital initiatives today?
OWNED media for that matter.
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INTEREST
Old school mindset of only shouting out loud what you want to sell.
The brand with the loudest voice tends to win.
To have consumers believe what you say.
Madness.
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COMMITMENT
Mapping and committing to creating a value based environment for your consumers takes proper funding, internal change management and constant improving.
It’s the experience they buy into today.
And the results are tangible as it directly impacts your brand reputation and bottom line.
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WHAT I WANT TO ACHIEVE TODAY IS TO CONVINCE YOU THAT
DIGITAL IS MORE THAN AN INTEREST.
IT IS A COMMITMEN
T.
© 2013 XM ASIA PACIFIC
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FEATURED
“To bring the future to our customers’ lives and businesses, in a manner that is simple, personalised and
enriching, by efficiently and creatively harnessing leading edge technology and delivering a brand of
service experience that is relevant and enchanting”
© 2013 XM ASIA PACIFIC
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ISSUES
Declining marginsHigh customer service cost
Low churnLittle true value created for the consumers
No holistic digital strategy
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PROOF OF DIFFERENCE
One simple human truth and behaviour.
SEARCH
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FIVE POINT STRATEGY
© 2013 XM ASIA PACIFIC
AN INTELLIGENT, SMARTER INSTANT* SEARCH
SOCIAL CUSTOMER EXPERIENCE
A CMS FOR SPEED TO MARKET
CONTEXTUAL MARKETING
ANALYTICS TO MEASURE, ANALYSE AND OPTIMISE
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WHAT SEARCH DOES
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WHAT SEARCH DOES
THE MAXIS ECOSYSTEM
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PROOF OF DIFFERENCE
LIVINGAND
ORGANICA digital experience strategy totally built around consumer
behaviour and needs.
Created with the use of Adobe to ensure that an intelligent, adaptive and highly responsive digital ecosystem is brought
to live.
Empowered marketing to reduce time to market, increase customer satisfaction and become smarter with the way
they market their services and products.
© 2013 XM ASIA PACIFIC
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THE TRANSFORMATION
© 2013 XM ASIA PACIFIC
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USABILITY & EYETRACKING
VERSION 1 VERSION 2
• 80% OF PARTICIPANTS TOOK UNDER 12 SECONDS TO NOTICE SEARCH
• ALL PARTICIPANTS NOTICED SEARCH WITHIN 12 SECONDS, WITH AN AVERAGE TIME OF 5.02 SECONDS
EVALUATE THE EFFECTIVENESS OF TWO VARIATIONS IN SEARCH PLACEMENT
LAUNCHED WITH 70% ACCURACY MAPPED AGAINST CONSUMER BEHAVIOUR AND HEURISTICS
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© 2013 XM ASIA PACIFIC
TARGETED CREATIVE ON SEGMENTS
INTELLIGENT & PREDICTIVE SEARCH
HEURISTICS LED
PERSONALISED & CONTEXTUALLY DRIVEN
POWEREDBY
ADOBE
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SUREN NUSATION, COO
© 2013 XM ASIA PACIFIC
“DIGITAL IS THE FRONTIER FACING MAXIS. THE COMPANY IS NOT IMMERSED INTO IT
AS MUCH AS IT WANTS BUT IN THE ERA OF CONVERGENCE AND DIGITAL, THEY NEED TO BE ENTRENCHED BECAUSE THERE IS
WHERE VALUE CREATION WILL BE.”
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© 2013 XM ASIA PACIFIC
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CRITICAL SUCCESS FACTORS
C-LEVEL COMMITMENT TO CHANGE
C-LEVEL COMMITMENT TO CONSUMERS
C-LEVEL COMMITMENT TO DESIGN THINKING
C-LEVEL COMMITMENT TO TECHNOLOGY EMPOWERMENT
C-LEVEL COMMITMENT TO ACCOUNTABILITY
© 2013 XM ASIA PACIFIC
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THANK YOU
start smallthink BIGmove fast
FIND ME TWITTER @PAULSOON
LINKEDIN PAULSOON1974EMAIL [email protected]
© 2013 XM ASIA PACIFIC