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Harnessing the power of your organization’s channels

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Today’s organizations utilize a multitude of online and social channels to reach and interact with their customers. With all these channels that are based on different systems and platforms, how do you gain a 360˚ view into your customers’ behavior and journey? Perhaps you have a company blog running on WordPress, an extranet running on SharePoint, an Android/iPhone/Windows mobile app and a web shop running on Magento.

With Sitecore Federated Experience Manager you can unify different systems and channels, allowing you to harness valuable visitor data.

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Harnessing the power of your organization’s channels

  1. 1. © Copyright 2015 Avanade Inc. All Rights Reserved. Sitecore Federated Experience Manager Harnessing the power of your organization’s channels Jonathan Vardy | Sitecore Practice Lead jonathan.vardy@avanade.com
  2. 2. © Copyright 2015 Avanade Inc. All Rights Reserved. Sitecore workforce (includes Digital Strategists, Business Analysts, Designers, Developers, System Admins, etc.) 1,300+ Sitecore Site of theYear Awards 7 User Experience Manufacturing, Automotive, Technology Site Education, Media, Advertising Site Azure Site2013 North America Site of the Year Business Transformation Medical & Healthcare Site 6Sitecore Global Delivery Centers 450 Sitecore Certified developers Global Sitecore MVPs 9 Sitecore and Avanade: Together powering our customers 15 Sitecore Azure deployments 60 Customers Countries with one or more implementation 18
  3. 3. © Copyright 2015 Avanade Inc. All Rights Reserved. State of the Customer Experience Union 3 Customer experience has become an critical differentiator in today’s competitive global marketplace. An effective customer experience is based on consistent, relevant and personalized brand experiences across all channels. But the large number of channels, platforms, and fragmented data sources make it difficult to ensure a consistent experience across all channels. Marketers are looking for solutions that will bridge these gaps.
  4. 4. © Copyright 2015 Avanade Inc. All Rights Reserved. A step back: why customer experience matters 4 Differentiation based on price and product has become exceedingly more difficult:  New product features can be leapfrogged by competitors easier than ever  Competition on price affects profitability On the other hand, there’s tangible business value in differentiating on customer experience
  5. 5. © Copyright 2015 Avanade Inc. All Rights Reserved. A step back: why customer experience matters 5 80% of U.S. consumers would pay more for a product or service to ensure a superior customer experience Only 1% of consumers feel their expectations for good customer experience are always met
  6. 6. © Copyright 2015 Avanade Inc. All Rights Reserved. A step back: why customer experience matters 6 Global executives say the cost of not providing a positive, consistent, and brand relevant experience is 20% of total revenue 89% say they have switched business to a competitor due to poor customer experience
  7. 7. © Copyright 2015 Avanade Inc. All Rights Reserved. What defines customer experience? 7 Customer experience is defined as the sum of all interactions a customer has with your company, goods or services. It reflects both their conscious and subconscious perception of your company. These interactions include all your channels, like your extranet, store, tablet and mobile app, blog, social channels, partner sites and more. It is important to speak a consistent message And to listen to customer on all channels, to understand what they really want
  8. 8. © Copyright 2015 Avanade Inc. All Rights Reserved. What drives an effective customer experience 8 The three key requirements are: 1. Understand the customer lifecycle by creating and maintaining complete customer profiles 2. Personalize customer interactions 3. Deliver the right information to the right place at the right time At this point, you may be thinking: “I know this, that’s why I’m looking at a customer experience management solution”
  9. 9. © Copyright 2015 Avanade Inc. All Rights Reserved. But is it really that easy? 9 If you are implementing in a greenfield environment, yes… but, you are likely in this session for one or more of the following reasons:  Your organization has multiple brands, or is acquiring new brands  Your organization interacts with your customers over many touch points  You are in the process of migrating your online channels to Sitecore If so, chances are high that you have a diverse technology landscape
  10. 10. © Copyright 2015 Avanade Inc. All Rights Reserved. How often do you start with no technical legacy? 10  Perhaps you have a company blog running on WordPress, an extranet running on SharePoint, an Android and iPhone mobile app and a web shop running on Magento.  Maybe your organization has just acquired a new company and their websites are running on Umbraco or Drupal.  Perhaps you are in the progress of migrating your websites to Sitecore. With all these channels and systems,  How do you gain insight into your customers’ behavior?  How do you ensure a consistent and relevant experience and message?
  11. 11. © Copyright 2015 Avanade Inc. All Rights Reserved. How do you balance your investments and effort? 11 Ideally, we move all of this to one platform but realistically, we have budgets, limited staff, deadlines and other constraints to content with.  Perhaps you can’t wait to consolidate the new brands on your existing platform  Maybe you don’t want to reinvest in the migration of perfectly fine systems  Likely you don’t own or control all of the channels that you are present on
  12. 12. © Copyright 2015 Avanade Inc. All Rights Reserved. Enter Sitecore Federated Experience Manager (FXM) 12 Simply put,  FXM allows Sitecore functionality to be integrated across non Sitecore- sites  Enabling you to track, profile and personalize websites and applications that do not run on Sitecore  Driving a consistent experience across an entire portfolio of previously disconnected websites  Using the tools you are used to from Sitecore  All by embedding just one line of code
  13. 13. © Copyright 2015 Avanade Inc. All Rights Reserved. FXM allows you to 13  Add, replace and manage content  Track and measure interactions  Assign profile values to content  Personalize content  Perform A/B testing  Trigger goals, events and engagement plans  Create a single view of customer interaction with the Sitecore xDB and xFile All across multiple channels, brands, sites, touch points All with the convenience of the Sitecore Page/Experience Editor
  14. 14. © Copyright 2015 Avanade Inc. All Rights Reserved. The two things you need to get started 14 1. The right Sitecore version:  Available for Sitecore versions 7.2 and 7.5 as a separate module  Standard in Sitecore 8, with additional features 2. Access to the non-Sitecore site, allowing you to embed the Beacon script  It’s similar in approach to Google Analytics Tag Manager and therefore something that should be easily integrated in the majority of today’s systems.
  15. 15. Demonstration Setup
  16. 16. © Copyright 2015 Avanade Inc. All Rights Reserved. For demonstration we have a Magento-based store
  17. 17. © Copyright 2015 Avanade Inc. All Rights Reserved. … and a blank WordPress template 18
  18. 18. Getting Started – Tracking Non-Sitecore Sites
  19. 19. © Copyright 2015 Avanade Inc. All Rights Reserved. From the Sitecore Launchpad we access FXM 20
  20. 20. © Copyright 2015 Avanade Inc. All Rights Reserved. From the dashboard we add new websites to track 21
  21. 21. © Copyright 2015 Avanade Inc. All Rights Reserved. Sites with the beacon script installed can be added 22
  22. 22. © Copyright 2015 Avanade Inc. All Rights Reserved. Sites are added based on their domain names 23
  23. 23. © Copyright 2015 Avanade Inc. All Rights Reserved. The site has been added and can now be enhanced 24
  24. 24. © Copyright 2015 Avanade Inc. All Rights Reserved. Visits are now automatically tracked 25
  25. 25. © Copyright 2015 Avanade Inc. All Rights Reserved. …giving us a complete view of the customer 26
  26. 26. © Copyright 2015 Avanade Inc. All Rights Reserved. …and consolidating the data into Sitecore’s Analytics 27
  27. 27. Next Up – Enhancing Non-Sitecore Sites
  28. 28. © Copyright 2015 Avanade Inc. All Rights Reserved. The Experience Editor is enabled on the external pages 29
  29. 29. © Copyright 2015 Avanade Inc. All Rights Reserved. We first define the scope of our actions with Page Filters 30
  30. 30. © Copyright 2015 Avanade Inc. All Rights Reserved. We first define the scope of our actions with Page Filters 31
  31. 31. © Copyright 2015 Avanade Inc. All Rights Reserved. Then to modify content, we add a Placeholder 32
  32. 32. © Copyright 2015 Avanade Inc. All Rights Reserved. We select the content we would like to replace… 33
  33. 33. © Copyright 2015 Avanade Inc. All Rights Reserved. …choose the name and scope for the Placeholder 34
  34. 34. © Copyright 2015 Avanade Inc. All Rights Reserved. …choose the component we would like to insert 35
  35. 35. © Copyright 2015 Avanade Inc. All Rights Reserved. …and the datasource for the component 36
  36. 36. © Copyright 2015 Avanade Inc. All Rights Reserved. The existing content is replaced with the new content 37
  37. 37. © Copyright 2015 Avanade Inc. All Rights Reserved. The last step is to publish the changes 38
  38. 38. © Copyright 2015 Avanade Inc. All Rights Reserved. The last step is to publish the changes 39
  39. 39. © Copyright 2015 Avanade Inc. All Rights Reserved. Here’s the before … 40
  40. 40. © Copyright 2015 Avanade Inc. All Rights Reserved. … and the after 41
  41. 41. © Copyright 2015 Avanade Inc. All Rights Reserved. Content in placeholders can also be modified directly 42
  42. 42. © Copyright 2015 Avanade Inc. All Rights Reserved. Content in placeholders can also be modified directly 43
  43. 43. © Copyright 2015 Avanade Inc. All Rights Reserved. Content in placeholders can also be modified directly 44
  44. 44. Next Up – Profiling Content
  45. 45. © Copyright 2015 Avanade Inc. All Rights Reserved. First we need to create Profile and Pattern Cards 46
  46. 46. © Copyright 2015 Avanade Inc. All Rights Reserved. We then add Page Filters for each page that we want to profile 47
  47. 47. © Copyright 2015 Avanade Inc. All Rights Reserved. If we want to also profile the child pages, we can expand the scope 48
  48. 48. © Copyright 2015 Avanade Inc. All Rights Reserved. … and assign the Profile Cards related to this page 49
  49. 49. © Copyright 2015 Avanade Inc. All Rights Reserved. After a new visitor visits the profiled pages 50
  50. 50. © Copyright 2015 Avanade Inc. All Rights Reserved. …Profile Patterns automatically match a user to a profile 51
  51. 51. Next Up – Tracking Actions
  52. 52. © Copyright 2015 Avanade Inc. All Rights Reserved. We choose the option to Capture a Click Action 53
  53. 53. © Copyright 2015 Avanade Inc. All Rights Reserved. …then select the button that we would like to capture 54
  54. 54. © Copyright 2015 Avanade Inc. All Rights Reserved. … choose the scope (this page or the entire website) 55
  55. 55. © Copyright 2015 Avanade Inc. All Rights Reserved. … and select the event that we want to trigger 56
  56. 56. © Copyright 2015 Avanade Inc. All Rights Reserved. Resulting in events being tracked in Sitecore 57
  57. 57. Finally – A/B Testing & Personalization
  58. 58. © Copyright 2015 Avanade Inc. All Rights Reserved. Placeholders allow the option of enabling A/B testing 59
  59. 59. © Copyright 2015 Avanade Inc. All Rights Reserved. … just like we have in a normal Sitecore site 60
  60. 60. © Copyright 2015 Avanade Inc. All Rights Reserved. … just like we have in a normal Sitecore site 61
  61. 61. © Copyright 2015 Avanade Inc. All Rights Reserved. … just like we have in a normal Sitecore site 62
  62. 62. © Copyright 2015 Avanade Inc. All Rights Reserved. Personalization works much in the same fashion 63
  63. 63. © Copyright 2015 Avanade Inc. All Rights Reserved. We select the component 64
  64. 64. © Copyright 2015 Avanade Inc. All Rights Reserved. … add a variation 65
  65. 65. © Copyright 2015 Avanade Inc. All Rights Reserved. … set up the rule 66
  66. 66. © Copyright 2015 Avanade Inc. All Rights Reserved. … and that’s it 67
  67. 67. © Copyright 2015 Avanade Inc. All Rights Reserved. If we now click on Home and Decor often enough 68
  68. 68. © Copyright 2015 Avanade Inc. All Rights Reserved. …the promotions will switch to Home and Decor 69
  69. 69. © Copyright 2015 Avanade Inc. All Rights Reserved. In summary 70 Sitecore Federated Experience Manager broadens your reach across non- Sitecore sites, enabling you to  track how customers interact with your content  deliver consistent and personalized experiences  with a minimal technical investment In effect: removing the blind spots for marketers
  70. 70. Thank you!

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