This document discusses how to mold the customer experience on a website through customer intelligence and segmentation. It presents a 6-step process for building actionable customer profiles involving interviews, defining customer categories and attributes, inventorying website content, analyzing goals and scenarios, and mapping scenarios to customer profiles. The results can be used to target relevant content and experiences to different types of visitors. An example is also given of how an herbal supplement company used these techniques to track, stay relevant to, and target customer segments.

1. http://www.flickr.com/photos/rexroof Molding the Customer Experience

2. Melissa Casburn Director of User Experience @mcasburn

5. And you are?

7. What’s in it for you?

8. What are yours?

11. Ties to segmentation strategy

12. Evolves with ongoing researchHey. I’m Mike. 7

14. interviews

15. surveys

16. user testing

17. customer service interactions

18. sales interactions

19. web analytics + search logs

20. social media

21. field observations

22. user-generated contentI’m into skiing. I don’t own a car. 8

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 12

27. I’m headed to the mountain.

30. But will my skis fit? 16

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. http://www.flickr.com/photos/warholian

33. The one size fits all experience no longer works…

34. Pro/consumer Price Products Understand that everyone’s journey is different Looking Confirming Buying

36. Typical uses

37. Budget

38. Color preferences

39. etc.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 22

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 Implementation 23

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 Roles Problems and solutions Feature mapping Objection handling Competitive positioning 24

43. Developing categories and attributes Once you know what you want to know: Look for patterns Prioritize Build categories Define attributes Quantify attributes Populate workbook 25 Refine desired info to categories and attributes Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

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 26 Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

45. Categorizing Visitors in Real Time 27

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 28 Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

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 29

48. Blackmores

49. Blackmores: Tracking

50. Blackmores: Staying relevant

51. Blackmores: Targeting

52. I used to ski, but now I’m into hockey. http://www.flickr.com/photos/allaboutchase/

53. Questions?

54. Darren Guarnaccia Senior VP of Product Marketing, Sitecore dg@sitecore.net @dguarnaccia Melissa Casburn Director of User Experience, ISITE Design mcasburn@isitedesign.com @mcasburn Download the workbook from: www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx