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

    1. 1. http://www.flickr.com/photos/rexroof<br />Molding the Customer Experience<br />
    2. 2. Melissa Casburn<br />Director of User Experience<br />@mcasburn<br />
    3. 3. Darren Guarnaccia<br />SVP Corporate Product Marketing<br />@dguarnaccia<br /><ul><li>Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations
    4. 4. Presence</li></ul>Copenhagen, San Francisco, London, Brisbane, Amsterdam, Stockholm and Tokyo<br /><ul><li>Stability</li></ul>Profitable since inception in 1999, same owners, same vision and same technology (.NET)<br /><ul><li>Customers</li></ul>Over 2,000 client installations managing over 24,000 web sites worldwide<br /><ul><li>Recognized</li></ul>Gartner 2010 WCM Magic Quadrant “Leader”<br />Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner<br /><ul><li>Supported</li></ul>Over 700 Sitecore Certified Partners worldwide<br />
    5. 5. And you are?<br />
    6. 6. Defining Business Outcomes<br />5<br /><ul><li>We all have business objectives for our website
    7. 7. What’s in it for you?
    8. 8. What are yours?
    9. 9. Do they map to business objectives?</li></li></ul><li>http://www.flickr.com/photos/warholian<br />
    10. 10. Personas separate youfrom your users.<br /><ul><li>Creates institutional context
    11. 11. Ties to segmentation strategy
    12. 12. Evolves with ongoing research</li></ul>Hey. I’m Mike.<br />7<br />
    13. 13. <ul><li> focus groups
    14. 14. interviews
    15. 15. surveys
    16. 16. user testing
    17. 17. customer service interactions
    18. 18. sales interactions
    19. 19. web analytics + search logs
    20. 20. social media
    21. 21. field observations
    22. 22. user-generated content</li></ul>I’m into skiing. I don’t own a car.<br />8<br />
    23. 23. Mike: Urban Hippie<br />I’m an English major.<br />
    24. 24. segment by identity<br />
    25. 25. segment by task<br />
    26. 26. I just need some shoes.<br />segment by facet<br />12<br />
    27. 27. I’m headed to the mountain.<br />
    28. 28.
    29. 29.
    30. 30. But will my <br />skis fit?<br />16<br />
    31. 31. segment by relationship<br />“join now” vs. <br />“new features”<br />“all cars” vs. <br />“specials in your city”<br />“learn more” vs. <br />“invite a friend”<br />“get the app” vs. <br />“get the upgrade”<br />
    32. 32. http://www.flickr.com/photos/warholian<br />
    33. 33. The one size fits all experience no longer works…<br />
    34. 34. Pro/consumer<br />Price<br />Products<br />Understand that everyone’s journey is different<br />Looking<br />Confirming<br />Buying<br />
    35. 35. Like Buying a Suit<br />Before recommending, they learn:<br /><ul><li>Style preferences
    36. 36. Typical uses
    37. 37. Budget
    38. 38. Color preferences
    39. 39. etc.</li></ul>Before you can persuade, you must be able to perceive.<br />
    40. 40. Customer Intelligence workshop<br />What is it?<br />A process to help you build actionable customer intel<br />A framework to build on<br />Defines what you want to know<br />Maps to website outcomes<br />Can be used incrementally<br />Why use it?<br />Maps your online customers to outcomes<br />Gets you “off zero”<br />Augments work done with Personas<br />22<br />
    41. 41. 6-step Process<br />Interviews and brainstorming on customer profiles<br />Refine desired info to categories and attributes<br />Content inventory and profile mapping<br />Goal and Scenario analysis <br />Mapping Scenarios to profiles<br />Implementation<br />23<br />
    42. 42. Interviews and brainstorming<br />Build a team of sales and customer service staff and work through the following questions:<br />What customer information helps you win business?<br />Business drivers<br />Pressure points<br />Segments and needs<br />Roles<br />Problems and solutions<br />Feature mapping<br />Objection handling<br />Competitive positioning<br />24<br />
    43. 43. Developing categories and attributes<br />Once you know what you want to know:<br />Look for patterns<br />Prioritize <br />Build categories<br />Define attributes<br />Quantify attributes<br />Populate workbook<br />25<br />Refine desired info to categories and attributes<br />Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx<br />
    44. 44. Inventory mapping<br />Catalogue all content<br />Describe all content<br />Label categories and attributes <br />Map content attributes<br />Look for holes<br />Fill the gaps (or how you plan to)<br />Score the content <br />26<br />Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx<br />
    45. 45. Categorizing Visitors in Real Time<br />27<br />
    46. 46. Goals and Scenario analysis<br />List your site goals<br />Map goals to scenarios<br />Break scenarios down into steps<br />Label categories and attributes<br />Map steps to categories and attributes<br />28<br />Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx<br />
    47. 47. Next Steps<br />What’s the finished product?<br />A roadmap of what scenarios and content are most relevant to different visitors<br />Set of meaningful customer behaviour for targeting<br />Rich segmentation data<br />Detailed profiles are also now being generated that are relevant to sales teams and customer service<br />29<br />
    48. 48. Blackmores<br />
    49. 49. Blackmores: Tracking <br />
    50. 50. Blackmores: Staying relevant<br />
    51. 51. Blackmores: Targeting<br />
    52. 52. I used to ski, but now I’m into hockey.<br />http://www.flickr.com/photos/allaboutchase/<br />
    53. 53. Questions?<br />
    54. 54. Darren Guarnaccia<br />Senior VP of Product Marketing, Sitecore<br />dg@sitecore.net<br />@dguarnaccia<br />Melissa Casburn<br />Director of User Experience, ISITE Design<br />mcasburn@isitedesign.com<br />@mcasburn<br />Download the workbook from: www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx<br />