Amplexor Seminar
October 17, 2013

Integrating business applications and
marketing content to create a powerful
user exper...
Damien Dewitte
Head of Consulting
2.
Introduction

3.
4.
#WEM
“Web Experience Management is a practice, supported by a
suite of technologies, all of which aid in the process of
as...
#REAN model
Through your online presence, your intention is to:

R - Reach: the set of activities needed to raise prospect...
You want your prospects/customers to:

Reach

Engage

Activate

Nurture

Find
Read/Watch

Follow
Interact
Act
7.
“Content and Data”

8.
#Content
Static information about
Products and services
Highly shareable content

Find
Read/Watch

Follow
Interact
Act
9.
#Data
High user interaction

Reach

Engage

Activate

Nurture

Find
Read/Watch

Follow
Interact
Act
10.
#Interaction
It is exactly where users INTERACT with your website/apps,
that you can track most user preferences!
Be creat...
Meanwhile, for non e-commerce sites
We want to offer personalized “calls to action”. But we have no clue
about possible sc...
Integrating Business
Applications
Cases

13.
#cases
Christelijke Mutualiteiten
Daikin Europe

Toerisme Vlaanderen (“Visit Flanders”)
Kinepolis
Rabobank International o...
15.
CM

Find
Read/Watch

Follow
Interact
Act
16.
17.
18.
19.
Daikin

20.
Daikin Europe

Reach

Engage

Activate

Nurture

Find
Read/Watch

Follow
Interact
Act
21.
22.
23.
24.
25.
Visit Flanders

Reach

Engage

Activate

Nurture

Find
Read/Watch

Follow
Interact
Act
26.
27.
28.
29.
30.
Kinepolis

Reach

Engage

Activate

Nurture

Find
Read/Watch

Follow
Interact
Act
31.
32.
Rabobank International

Reach

Engage

Activate

Nurture

Find
Read/Watch

Follow
Interact
Act
33.
Wrap up

34.
Technical reality
There’s many technical ways of exposing business data in
public website and mobile apps.
A WCM system wi...
Marketing Reality
Content and data applications enhance user interaction
User Interaction allows to better understand the ...
Thanks

37.
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Amplexor Customer Experience Management seminar presentation Damien Dewitte

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Amplexor Customer Experience Management seminar presentation Damien Dewitte

  1. 1. Amplexor Seminar October 17, 2013 Integrating business applications and marketing content to create a powerful user experience
  2. 2. Damien Dewitte Head of Consulting 2.
  3. 3. Introduction 3.
  4. 4. 4.
  5. 5. #WEM “Web Experience Management is a practice, supported by a suite of technologies, all of which aid in the process of assembling and acting on both data and content in order to provide a seamless, tailored, consistent and relevant experience for each prospect or customer” (Scott Liewehr, Gilbane Group) 5.
  6. 6. #REAN model Through your online presence, your intention is to: R - Reach: the set of activities needed to raise prospects' attention for your brand, product or service E - Engage: the gradual, typically multi-channel, often recursive set of activities needed to engage the prospects you just won A - Activate: the activities needed for your prospects to take, eventually, the actions you wanted them to take N - Nurture: the activities needed to nurture the customer relationship you just managed to create 6.
  7. 7. You want your prospects/customers to: Reach Engage Activate Nurture Find Read/Watch Follow Interact Act 7.
  8. 8. “Content and Data” 8.
  9. 9. #Content Static information about Products and services Highly shareable content Find Read/Watch Follow Interact Act 9.
  10. 10. #Data High user interaction Reach Engage Activate Nurture Find Read/Watch Follow Interact Act 10.
  11. 11. #Interaction It is exactly where users INTERACT with your website/apps, that you can track most user preferences! Be creative with this information. And use this to convince the user to ACT. Note: E-commerce sites have already focused on this for while ! 11.
  12. 12. Meanwhile, for non e-commerce sites We want to offer personalized “calls to action”. But we have no clue about possible scenario’s or business rules. Maybe we can have more than just “shareable content”, in order to drive interaction. 12.
  13. 13. Integrating Business Applications Cases 13.
  14. 14. #cases Christelijke Mutualiteiten Daikin Europe Toerisme Vlaanderen (“Visit Flanders”) Kinepolis Rabobank International online banks (Belgium, New Zealand, …) 14.
  15. 15. 15.
  16. 16. CM Find Read/Watch Follow Interact Act 16.
  17. 17. 17.
  18. 18. 18.
  19. 19. 19.
  20. 20. Daikin 20.
  21. 21. Daikin Europe Reach Engage Activate Nurture Find Read/Watch Follow Interact Act 21.
  22. 22. 22.
  23. 23. 23.
  24. 24. 24.
  25. 25. 25.
  26. 26. Visit Flanders Reach Engage Activate Nurture Find Read/Watch Follow Interact Act 26.
  27. 27. 27.
  28. 28. 28.
  29. 29. 29.
  30. 30. 30.
  31. 31. Kinepolis Reach Engage Activate Nurture Find Read/Watch Follow Interact Act 31.
  32. 32. 32.
  33. 33. Rabobank International Reach Engage Activate Nurture Find Read/Watch Follow Interact Act 33.
  34. 34. Wrap up 34.
  35. 35. Technical reality There’s many technical ways of exposing business data in public website and mobile apps. A WCM system will often help to have the integrated data nicely presented in the website, and give a consistent user experience. but it’s still an integration job. 35.
  36. 36. Marketing Reality Content and data applications enhance user interaction User Interaction allows to better understand the user’s profile. User Profile allows to address tailored marketing messages which will convince the user to act. While everybody agrees that this sounds quite trivial, the difficulty resides in: Defining the business rules Creating marketing messages and relevant content which are specific enough to “match” a specific user profile or audience Keeping it user friendly and non-intrusive 36.
  37. 37. Thanks 37.
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