Pulling It AllTogether
Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Faith Albe...
Whereoware: who we are
Creating engaging emails, websites,+ mobile applications
The stats:
15 years in the business
Silver...
A few of our clients
Nutricia, a healthcare division of the food Danone, is focused on nutrition care for
individuals for whom a normal diet is...
Patient
Caregiver
HCP
Sample
Nutricia offers a variety of different products for individuals based on age and heath
condit...
Lifetime customer
?
Using the Silverpop and EPiServer integration,
Whereoware personalizes website content and
automated e...
90% of Nutricia’s customer base has
Phenylketonuria (PKU): a genetic
disorder in which a baby is born without
the ability ...
Personas
Caregiver of Child (5-12) PKUCaregiver of Young Child
(1-4) PKU
Caregiver of Infant PKU (0-1)
HCP
Teen (13-17) PK...
The website
How we integrate the personas into the website
Visitor selects Caregiver of infant (ages 0-5), under Other Metabolic Conditions.
The sidebar navigation reflects all the “other” metabolic conditions.
But what happens if you select Caregiver of infant (ages 0-5), under PKU, instead?
Sidebar navigation, Learning Center content, and the header navigation all change to reflect your PKU
condition; providing...
Non-PKU
PKU Child
PKU Adult
The “request a sample” box also
changes based on the user’s persona
Behind the scenes
Behind the scenes
Persona is auto-populated in a hidden field, based on the visitor
group selected on the website.
But, if we don’t know their persona, we ask their condition
The cookbook request form is progressive. If we already know the answers to the required
fields, those fields don’t show u...
Behind the scenes
- Database collects responsesBehind the scenes
– a progressive
form
What site visitors see:
Behind the scenes
(address is personalized
using an iframe)
Dynamic, personalized
confirmation page
For each section on the site, we
can determine which visitor
groups are allowed to see
which content.
It’s a show/hide function.
Most pieces of content are
visible to Everyone by
default – but we can restrict
certain content...
Automated emails
How we integrate the personas into email
Website Personas: Email Personas:
PKU Infant (0-12m) PKU Infant (0-12m)
PKUToddler (13m-4year) PKUToddler (13m-4year)
PKUY...
Hero image changes based
on age
Product image changes based
on age + metabolic condition
Email copy and images are then
pe...
Personalized email content + images based on persona.
Confirmation
email
Sample
requested
Survey email
Additional
steps needed
Sample
approved?
yes no
Sample request
SPOP featu...
Sample Request Program
Sample request
form submitted
Sample Request Program
Confirmation
email
Sample
requested
Survey email
Sample
approved?
yes
Sample
Request Program
Confirmation
email
Survey email
Sample
approved?
yes
Personalized
based on
sample type
requested
Ea...
Sample Request Program
Confirmation
email
Sample
requested
Survey email
Additional
steps needed
Sample
approved?
yes
no
If...
Behind the scenes
Lead Routes
send survey
information to
sales rep for a
follow-up.
Behind the scenes
Lead Routes
send survey
information to
sales rep for a
follow-up.
Behind the scenes
The future
Where do we go from here…
Future Plans
• Add an onboarding program to nurture
patients through different life stages
• Focus on HCPs more with autom...
Lead Scoring
HCPs actions Pts
Clinic + patient sample requests 10
Visits website 3
Opens email 3
Clicks email 5
When lead ...
Big picture
• Identify the goal of your website and email
program
• Categorize your personas + understand how
their needs ...
Bill Haskitt
bhaskitt@whereoware.com
703-889-1212
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook....
Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
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Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience

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As marketers, we've spent lots of time ramping up email capabilities, building great websites and including sales with our CRM platform. But all this technology exists as independent islands. Now is the time to pull it together. Learn how Nutricia is leveraging Silverpop, buyer personas, its website CMS and more to deliver a personalized customer experience. You'll see how things look from the customer viewpoint and get a bird's-eye view under the technology hood.

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Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience

  1. 1. Pulling It AllTogether Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience Faith Albers + Bill Haskitt @whereoware
  2. 2. Whereoware: who we are Creating engaging emails, websites,+ mobile applications The stats: 15 years in the business Silverpop Platinum Partner 2013 consulting partner of the year 2011 agency partner of the year 18 Silverpop-certified email specialists 3 full time email designers 17 developers Over 50 email clients 1100 individual marketing campaigns sent byWhereoware last year certified partner
  3. 3. A few of our clients
  4. 4. Nutricia, a healthcare division of the food Danone, is focused on nutrition care for individuals for whom a normal diet is not sufficient or possible.
  5. 5. Patient Caregiver HCP Sample Nutricia offers a variety of different products for individuals based on age and heath condition. Nutricia tasked Whereoware with personalizing their customers’ online experience.
  6. 6. Lifetime customer ? Using the Silverpop and EPiServer integration, Whereoware personalizes website content and automated emails relevant to each visitor.
  7. 7. 90% of Nutricia’s customer base has Phenylketonuria (PKU): a genetic disorder in which a baby is born without the ability to properly break down an amino acid called phenylalanine. PKU 90% Non- PKU 10%Pheny What?
  8. 8. Personas Caregiver of Child (5-12) PKUCaregiver of Young Child (1-4) PKU Caregiver of Infant PKU (0-1) HCP Teen (13-17) PKU Non-PKU Other/Unknown Whereoware created personas based on age and condition, so both the website and automated emails show targeted content relevant to the visitor.
  9. 9. The website How we integrate the personas into the website
  10. 10. Visitor selects Caregiver of infant (ages 0-5), under Other Metabolic Conditions.
  11. 11. The sidebar navigation reflects all the “other” metabolic conditions.
  12. 12. But what happens if you select Caregiver of infant (ages 0-5), under PKU, instead?
  13. 13. Sidebar navigation, Learning Center content, and the header navigation all change to reflect your PKU condition; providing the personalized content and information you’re seeking.
  14. 14. Non-PKU PKU Child PKU Adult The “request a sample” box also changes based on the user’s persona
  15. 15. Behind the scenes
  16. 16. Behind the scenes Persona is auto-populated in a hidden field, based on the visitor group selected on the website.
  17. 17. But, if we don’t know their persona, we ask their condition
  18. 18. The cookbook request form is progressive. If we already know the answers to the required fields, those fields don’t show up in the form.This way, we don’t ask questions we already know the answers to. IE if we know they have PKU, we don’t ask again. Behind the scenes – a progressive form What site visitors see:
  19. 19. Behind the scenes - Database collects responsesBehind the scenes – a progressive form What site visitors see:
  20. 20. Behind the scenes (address is personalized using an iframe) Dynamic, personalized confirmation page
  21. 21. For each section on the site, we can determine which visitor groups are allowed to see which content.
  22. 22. It’s a show/hide function. Most pieces of content are visible to Everyone by default – but we can restrict certain content to certain visitor groups.
  23. 23. Automated emails How we integrate the personas into email
  24. 24. Website Personas: Email Personas: PKU Infant (0-12m) PKU Infant (0-12m) PKUToddler (13m-4year) PKUToddler (13m-4year) PKUYoungChild (5-12) PKUYoungChild (5-12) PKUTeen (13-17) PKUTeen (13-17) PKUAdult (18+) PKUAdult (18+) Non-PKU Non-PKU Health Care Provider Health Care Provider MSUD TYR GA1 HCU MMA PPA UCD FAOD IVA We’ve set up all the website personas, plus additional personas based on other possible metabolic conditions.
  25. 25. Hero image changes based on age Product image changes based on age + metabolic condition Email copy and images are then personalized based on persona.
  26. 26. Personalized email content + images based on persona.
  27. 27. Confirmation email Sample requested Survey email Additional steps needed Sample approved? yes no Sample request SPOP features used Relational Tables Personalization Lead Routes Webforms (iframe) Silverpop steps when a product sample request is filled out.
  28. 28. Sample Request Program Sample request form submitted
  29. 29. Sample Request Program Confirmation email Sample requested Survey email Sample approved? yes
  30. 30. Sample Request Program Confirmation email Survey email Sample approved? yes Personalized based on sample type requested Each “button” takes customer to a different survey If approved, an automated email is sent with a survey about the sample the customer received.
  31. 31. Sample Request Program Confirmation email Sample requested Survey email Additional steps needed Sample approved? yes no If denied, customer is sent an email asking them to take additional actions to get a sample.
  32. 32. Behind the scenes
  33. 33. Lead Routes send survey information to sales rep for a follow-up. Behind the scenes
  34. 34. Lead Routes send survey information to sales rep for a follow-up. Behind the scenes
  35. 35. The future Where do we go from here…
  36. 36. Future Plans • Add an onboarding program to nurture patients through different life stages • Focus on HCPs more with automated nurture programs • Add lead scoring to help sales reps identify hot leads
  37. 37. Lead Scoring HCPs actions Pts Clinic + patient sample requests 10 Visits website 3 Opens email 3 Clicks email 5 When lead score = 20 + not prescribing Nutricia products
  38. 38. Big picture • Identify the goal of your website and email program • Categorize your personas + understand how their needs differ from each other • Map out each personas’ communication path • Ensure content on your website + email support each other
  39. 39. Bill Haskitt bhaskitt@whereoware.com 703-889-1212 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog get in touch

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