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Getting Personal with Customers Create Amazing Customer Experiences Online

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On 18 June 2014, Lab, Sitecore and Rackspace came together at The Hospital Club in London to talk about how personalisation has a huge affect on customer experiences. To learn about future events, follow @LabDigitalUK on Twitter.

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Getting Personal with Customers Create Amazing Customer Experiences Online

  1. 1. @LabDigitalUK
  2. 2. Simon Abrahams Head of Market Strategy Hybrid Hosting: Enabling You To Deliver Amazing Online Experiences June 19, 2014 How Wimbledon is using big data to engage millions
  3. 3. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Key Take-Aways • Sitecore delivers the most outstanding customer experiences • Lab are total experts at delivering Sitecore • Hybrid Hosting is the ideal foundation to enable you to deliver amazing online experiences 3
  4. 4. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 4RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Who Is Rackspace?
  5. 5. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK *All material and content provided is privileged and confidential 5
  6. 6. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 6
  7. 7. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 7RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Servers ? Data Centres ? Amazing Online Experiences ?
  8. 8. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Every Great Experience Needs Strong Foundations… 88RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK https://www.flickr.com/photos/psnh/3421373076
  9. 9. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Protect Your Customers 99RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK
  10. 10. 10 Maintain Reliability https://www.flickr.com/photos/love_and_pain/5085458559/in/photostream/ RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK
  11. 11. ‣ SECURITY / COMPLIANCE ‣ RELIABILITY ‣ FLEXIBILITY ‣ VALUE FOR MONEY WHAT IS THE PROBLEM? RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 11 Be Flexible
  12. 12. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK https://www.flickr.com/photos/34402227@N03/4146880795 12RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Flexible Hybrid Solutions…
  13. 13. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Problem We’re Trying To Solve [Your Business].com 13
  14. 14. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Problem We’re Trying To Solve [Your Business].com 14
  15. 15. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Problem We’re Trying To Solve [Your Business].com 15
  16. 16. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences [Your Business].com 16
  17. 17. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences TRADITIONAL IT [Your Business].com 17
  18. 18. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences TRADITIONAL IT CLOUD [Your Business].com 18
  19. 19. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences OWN RENT RELIABLE  SECURE  PERFORMANCE [Your Business].com 19 CLOUD
  20. 20. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Hybrid Solution For Amazing Experiences OWN RENT RELIABLE  SECURE  PERFORMANCE FLEXIBLE  LOW RISK [Your Business].com 20
  21. 21. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK 21 In Conclusion… RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK
  22. 22. RACKSPACE® HOSTING | WWW.RACKSPACE.CO.UK Key Take-Aways (again!) • Sitecore delivers the most outstanding customer experiences • Lab are total experts at delivering Sitecore • Hybrid Hosting is the ideal foundation to enable you to deliver amazing online experiences 22
  23. 23. 23 RACKSPACE® HOSTING | © RACKSPACE US, INC. | RACKSPACE® AND FANATICAL SUPPORT® ARE SERVICE MARKS OF RACKSPACE US, INC. REGISTERED IN TH E UNITED STATES AND OTHER COUNTRIES. RACKSPACE® HOSTING | 5 MILLINGTON ROAD | HAYES, UNITED KINGDOM UB3 4AZ UK SALES: +44 (0)20 8712 6507 | UK SUPPORT: 0800 988 0300 | WWW.RACKSPACE.CO.UK
  24. 24. Matt Pilgrim Partner & Alliances Director – Sitecore UK @matt_pilgrim Know every customer. Own every experience. Put your website at the center of your digital marketing strategy
  25. 25. 25 who we are
  26. 26. 26 who we are Sitecore allows you to have meaningful conversations with your customers online. Build personalised experiences, improve brand loyalty and monitor and manage your digital marketing efforts all from one platform. Sweet. 600+employees 50countries 21awards 11years in business 6moustaches 3000customers 500 8000developers 1000partners 1solution social butterflies geekscoffee lovers 5 450
  27. 27. 27 What we do
  28. 28. 28 what we do . Sitecore provide Platform and Tools Lab provide the craft Immersive Digital Experiences Brilliant Basics Magic Touches Consumer Advocacy =
  29. 29. The age of the consumer Stay Relevant Multichannel experience Embrace the data Capture, Refine & Learn
  30. 30. 30 Multichannel engagement
  31. 31. 31 world population # global mobile subscriptions # global mobile users # toothbrushes sold annually
  32. 32. Is mobile that big a deal?
  33. 33. People want to do more Mobile devices drive convergence Influencing other trends We are always connected
  34. 34. Z We are always connected
  35. 35. Full, Immersive experience Make changes to profile, view extended content, download forms and information, full presentations and videos Second screen experience Perhaps a 15 minute engagement period, likely to be a second screen, download content to read offline, video information, engagement could be influenced from other channels 3 minute experience Information snippets, profile information. Social integration and location based services. Surface content that is considerate of the real estate Relevant content
  36. 36. Connected Customer Stories How can we use Sitecore to create a connected customer engagement story across multiple channels? Anonymous Visitor Campaign Tracking Rules Based Personalisation Account Creation CRM ConnectivitySocial ConnectedOffline Interaction Predictive Personalisation
  37. 37. Mobile is a big opportunity for Digital Marketers Insightful view of your target audience Endless opportunity to be relevant New ways to start a conversation
  38. 38. 39 Data – collect, connect, personalise. In context. In real-time.
  39. 39. The data Cloud is an enabler The right tools Data = relevance
  40. 40. 46 Know every customer. Own every experience.
  41. 41. Personalisation: Creating Better Experiences
  42. 42. Contents 1. Why personalise? 2. Then v Now 3. The new customer journey 4. Personalisation with Sitecore 5. What the future holds
  43. 43. Source: AllTwitter - http://www.mediabistro.com/alltwitter/data-never-
  44. 44. Source: IBM - http://www-
  45. 45. Change Media consumption and habits are changing beyond recognition
  46. 46. Then Buyers facedminimalchoices Informationasymmetry
  47. 47. Where are we now?
  48. 48. The New ABC • A – Attunement • B – Buoyancy • C – Clarity
  49. 49. The current landscape
  50. 50. The New Customer Journey Search on Google Purchase Google competitors Limited time offer Download/ view related content Conversations online around content Watch video I want to buy… How do I decide? Visit website Read 3rd party review Receive email offer Orchestrated Marketing Based on keywords, make Recommendations, Show relevant images Email based on areas of interest from last web visit Recommend Links or content in follow-up email Visit Facebook page and Like 30 day e-coupon To increase urgency Ask peers Share and like content – not necessarily around core product/service
  51. 51. Story Telling Not story yelling!
  52. 52. Personalisation - What is it? More than just adding my name Interpreting behaviour Creating easy access to relevant information
  53. 53. Personalisation – Behaviour
  54. 54. Visit Data Being Tracked & Analysed
  55. 55. My Profile Being Updated Based on Behaviour
  56. 56. Site Reacting Based on Behavioural Profile
  57. 57. Home Page Personalisation
  58. 58. Personalisation – Rules Based
  59. 59. Picked Up Campaign and Extracted Search Terms
  60. 60. Understanding Intent Delivering a different experience based on intent
  61. 61. An exciting time Technology reinventing how people connect
  62. 62. Econsultancy report 85% of respondents said it is fundamental to their future business success to provide experiences that are responsive to customers based on real-time behaviours. Furthermore, those that are currently implementing real- time marketing reported a 26% uplift in their conversion rate on average.
  63. 63. The Future Customer engagement will become more important than ever as businesses realise the importance of reaching out to people on an individual basis Just a few months ago…
  64. 64. @LabDigitalUK

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