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Putting it into Action – Molding the Customer Experience by Darren Guarnaccia & Melissa Casburn
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Putting it into Action – Molding the Customer Experience by Darren Guarnaccia & Melissa Casburn


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  • Experience is a collection of journeys, not just one. “Scratch an itch, every step of the way.”Optimization is a process, not a project. Up next: measurement


  • 1.
    Molding the Customer Experience
  • 2. Melissa Casburn
    Director of User Experience
  • 3. Darren Guarnaccia
    SVP Corporate Product Marketing
    • Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations
    • 4. Presence
    Copenhagen, San Francisco, London, Brisbane, Amsterdam, Stockholm and Tokyo
    • Stability
    Profitable since inception in 1999, same owners, same vision and same technology (.NET)
    • Customers
    Over 2,000 client installations managing over 24,000 web sites worldwide
    • Recognized
    Gartner 2010 WCM Magic Quadrant “Leader”
    Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner
    • Supported
    Over 700 Sitecore Certified Partners worldwide
  • 5. And you are?
  • 6. Defining Business Outcomes
    • We all have business objectives for our website
    • 7. What’s in it for you?
    • 8. What are yours?
    • 9. Do they map to business objectives?
  • 10. Personas separate youfrom your users.
    • Creates institutional context
    • 11. Ties to segmentation strategy
    • 12. Evolves with ongoing research
    Hey. I’m Mike.
  • 13. I’m into skiing. I don’t own a car.
  • 23. Mike: Urban Hippie
    I’m an English major.
  • 24. segment by identity
  • 25. segment by task
  • 26. I just need some shoes.
    segment by facet
  • 27. I’m headed to the mountain.
  • 28.
  • 29.
  • 30. But will my
    skis fit?
  • 31. segment by relationship
    “join now” vs.
    “new features”
    “all cars” vs.
    “specials in your city”
    “learn more” vs.
    “invite a friend”
    “get the app” vs.
    “get the upgrade”
  • 32.
  • 33. The one size fits all experience no longer works…
  • 34. Pro/consumer
    Understand that everyone’s journey is different
  • 35. Like Buying a Suit
    Before recommending, they learn:
    Before you can persuade, you must be able to perceive.
  • 40. Customer Intelligence workshop
    What is it?
    A process to help you build actionable customer intel
    A framework to build on
    Defines what you want to know
    Maps to website outcomes
    Can be used incrementally
    Why use it?
    Maps your online customers to outcomes
    Gets you “off zero”
    Augments work done with Personas
  • 41. 6-step Process
    Interviews and brainstorming on customer profiles
    Refine desired info to categories and attributes
    Content inventory and profile mapping
    Goal and Scenario analysis
    Mapping Scenarios to profiles
  • 42. Interviews and brainstorming
    Build a team of sales and customer service staff and work through the following questions:
    What customer information helps you win business?
    Business drivers
    Pressure points
    Segments and needs
    Problems and solutions
    Feature mapping
    Objection handling
    Competitive positioning
  • 43. Developing categories and attributes
    Once you know what you want to know:
    Look for patterns
    Build categories
    Define attributes
    Quantify attributes
    Populate workbook
    Refine desired info to categories and attributes
    Workbook can be downloaded from:
  • 44. Inventory mapping
    Catalogue all content
    Describe all content
    Label categories and attributes
    Map content attributes
    Look for holes
    Fill the gaps (or how you plan to)
    Score the content
    Workbook can be downloaded from:
  • 45. Categorizing Visitors in Real Time
  • 46. Goals and Scenario analysis
    List your site goals
    Map goals to scenarios
    Break scenarios down into steps
    Label categories and attributes
    Map steps to categories and attributes
    Workbook can be downloaded from:
  • 47. Next Steps
    What’s the finished product?
    A roadmap of what scenarios and content are most relevant to different visitors
    Set of meaningful customer behaviour for targeting
    Rich segmentation data
    Detailed profiles are also now being generated that are relevant to sales teams and customer service
  • 48. Blackmores
  • 49. Blackmores: Tracking
  • 50. Blackmores: Staying relevant
  • 51. Blackmores: Targeting
  • 52. I used to ski, but now I’m into hockey.
  • 53. Questions?
  • 54. Darren Guarnaccia
    Senior VP of Product Marketing, Sitecore
    Melissa Casburn
    Director of User Experience, ISITE Design
    Download the workbook from: