Let's Get Personal: Creating a Unique Web Experience Each and Every Time

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Peter Wright, Executive General Manager at Melbourne IT and Johanes Iskandar, Business Development Manager at Sitecore share insights into laying the right foundation for a personalised web experience.

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  • The key to personalisation of platforms is knowing the individual. In return an individual’s trust is critical to sharing information. Most of today’s platforms have limitations in understanding the identity of an individual compared to how we operate in the real world. Contextual identity is what makes real world interactions rich & engaging. Examples of personalised platforms: ContextSpace and Alphabird
  • When everyone in the family gathers around it to watch together.It didn’t matter that the quality wasn’t the best, there was only one channel or they kept repeating the same show.
  • But really, as in the early days of TV all really was not well. We put up with it because as Mrs Thatcher once said, There Is No Alternative.But we were muttering curses under our breath at the TV.This is a world of limited choice and a one-size-fits-all mentality. Like it or lump it.One single channel of communication speaking with one voice to a population of unique needs and interests.Does this remind you of the internet in its early days?Limited choice and a single channel.But then….
  • Fast forward to today’s internet world and as a consumer, how things have changed.So much more choices, so much more data, so much more ways to engage and express my thoughts.For us as digital marketers though, are we still in the analogue TV world when things are all now digital? Are we still communicating in a broadcast, one-size-fits-all way, when everything is now about personalised services?Is your website still an expensive billboard in the cyberspace? Or is it a customer engagement engine?
  • Remember this movie?Not quite the superpower ability yet in the digital world.But, we’re heading that way.Ability to understand what your customers want – is the beginning of this journey
  • So here’s our challenge: be there for our customers.What would it mean to have this?Take you through a journey.
  • The first C in what customers want is the right CONTENT.As a customer, I really value personalised service. From the simplest thing like when I get my coffee every morning from the same coffee shop… to when I shop on Amazon and it remembers my shopping habits and recommends things that are relevant to me. Companies like Amazon and Facebook are also doing it well - Phil’s Prado example.When done well, it impresses people. When it’s not done well, it annoys people. I know it annoys me – when I receive an email without a personal greeting, or having to explain yourself over and over to a number of people over the phone when you call to purchase a product or complain about something.Would you agree?Hands up if you answer yes to this question: ‘The ability to personalise web content is fundamental to my online strategy’
  • More than half of your colleagues from 1,000 companies surveyed globally said yes – just 27% disagree. Despite this, only 37% of these companies are ‘targeting personalised content in real-time’.Analogy – shopfront to intelligent shop assistant.2 types of personalisation: digital fingerprints & digital bodylanguage.
  • 2nd C in what customers want is CROSS-CHANNEL.As a customer, now more than ever, I want consistency throughout the touch points when I engage with a brand. Not only that I have the multiple devices – I’ve got my laptop at work, my iPhone 5, my iPad mini, and my Smart TV at home – but also other touch points e.g. email, social media, mobile apps, and print etc.We all know the use of smart phones and tablets is on the rise – and with that customers’ expectations on the experience in engaging with your brand across those devices. I believe that it’s no longer sufficient to be providing multi-channel experience, but we ought to look into cross-channel – subtle difference but one that lies in the consistency of content personalisation and customer journey as they traverse through your digital channels. But the question is … how would you as a brand or an organisation make sure this is the case. Hands up if you answer ‘yes’ to: ‘delivering optimum experiences across all screens and devices is a major challenge’.Another one: ‘would you consider your organisation a mobile-first’ organisations?
  • Lastly, the 3rd C in what customers want is: CYCLE – in other words, as a customer, I’d like to be able to engage with the brand I’m researching into when I’m ready. If I’m still browsing around and just doing my research, I want the brand to make it easy for me to find relevant content. But as the brand starts to learn about me – even anonymously – I’d expect the brand to start talking to me 1-on-1 as a potential customer. It’s an art for the brand to understand me as a customer, and provide that personalised, cross-channel experience, but also then having the ability to trigger certain actions based on the behaviours I do. Let me illustrate it this way...
  • As a customer, I want the freedom to engage in the way and at the time of my liking with the brands. My expectation of the brand, however, is that they will be available and proactive in helping me through the decision process. Today’s typical customer journey is the random acts of marketing.Prospect ChallengesNo memory of the last time we interractedMixed messages via different channelsFrustrating experienceThis doesn’t answer my questionHow did I end up here?I’m not sure what to do nextThat doesn’t make senseI already told you thatThe left hand doesn’t know what the right hand is doingIs this how they’ll treat me when I’m a customer?
  • Every organisation is in different stage. Best way to embark on a journey is to find out where you are. Then find out where you want to be – i.e. what your customers want and what your business outcomes are. The customer experience maturity model is designed to help marketers with a roadmap to get from where you are to where you want to be in the digital marketing world. Take the interactive assessment online and see where you are. If you need further help with more detailed analysis, contact us.
  • Let's Get Personal: Creating a Unique Web Experience Each and Every Time

    1. 1. Let’s Get Personal Creating a Unique Web Experience Each and Every Time
    2. 2. What's in a Name? The power of getting to know your audience Peter Wright, Executive General Manager Melbourne IT Activity Streams Analytics Personal Identity Social Identity Interest Group Work Household CONTEXTUAL IDENTITY SocialProvisioning Events EnterpriseProvisioning Events
    3. 3. What Customers Want How to be (Digitally) Irresistible to Your Customers Johanes Iskandar Business Development Manager, Sitecore
    4. 4. Life used to be simple!
    5. 5. Hangon…I’msureI’ve seenthisshowbefore. Ohperleez…Theydothe samethingeveryshow! Yawn! This is soooo boring! Oooh– haven’tseen this… Too simple!
    6. 6. The Challenge Be there for your customers With the right content Through their preferred channel At the right time (cycle)
    7. 7. Personalisation Increases Engagement
    8. 8. Personalisation Increases Engagement • 52% surveyed agree that ‘the ability to personalise web content is fundamental to their online strategy’* • ‘94% of businesses say personalisation is critical to their success’** • From shopfront or catalogue to intelligent shop assistant • Digital fingerprints and digital body language • Example: Natural World Safari (NWS) *Source: Econsultancy The ROI of Personalisation Infographic, July 2012 **Source: Econsultancy The Realities of Online Personalisation, April 2013
    9. 9. Personalisation Example – Natural World Safari • UK based travel company, managing 4 business areas (bears, big cats, primates, and ‘human world’ safaris) • Geo-IP look up to show content relevant to visitor’s country • Change content based on referrer keyword, search queries, and behavioural targeting • Could involve changing safari destination page images to match visitor’s behaviour, using a specific defined profile to change content based on that profile • Went live in September 2012, early results showing natural search traffic increasing by 316% year-on-year and visit duration up by 360% year-on-year
    10. 10. From Multi-Channel to Cross-Channel
    11. 11. Econsultancy Study – Surveyed Over 1,000 Companies • 70% of respondents agree that ‘delivering optimal experiences across all screens and devices is a major challenge’* • Conversely, only 11% of respondents say they are ‘mobile-first organisations’ compared to two thirds (65%) of respondents who disagree* • A third of respondents (33%) say that this is the one feature they would ‘add to their CMS right now’, more than twice as many as for the next most sought after feature (targeting / segmentation’).* • Channels beyond web, smart phones, and tablets  emails, SMS, social, print, mobile apps • Example: Queensland Teachers’ Mutual Bank – SRFI Campaign *Source: Econsultancy From Content Management to Customer Experience Management, May 2013
    12. 12. Cross-Channel Example – Queensland Teacher’s Mutual Bank • Queensland’s 100% customer-owned mutual bank • Annual campaign – Staffroom for Improvement (SFRI) in 2012 • 3-week long competition based on ‘apples’ or votes for schools • Challenges and key actions: • Time sensitive, TV commercials already booked for launch day, ‘happy hour’ voting • Creating a fun and engaging animated experience without the use of flash, so that all devices could consume the site content. Also leverage emails and social as ‘push’ and ‘pull’ channels • Outcomes: • Attracted close to 40,000 registrations in just 3 short weeks, without any ‘warm-up’ emails. • Received over 37,000 survey responses with answers to questions such as ‘who is your main financial institution?’ and ‘do you have a home loan?’ • QTMB now has 40,000 names they can include for future, personalised, and highly targeted campaigns offering relevant products
    13. 13. Visit vendor’s website Read blogs Ask peers Search tweets Google competitors Free trial Download white paper Chat online with CS Open email Attend webinar Sign up for newsletter I want to buy… How do I decide? Visit competitor’s website Read analyst report Ask boss Random Acts of Marketing Personalised,Cross-ChannelEngagement at the right time (cycle)
    14. 14. Visit vendor’s website Read blogs Ask peers Search tweets Google competitors Free trial Download white paper Chat online with CS Open email Attend webinar Sign up for newsletter I want to buy… How do I decide? Visit competitor’s website Read analyst report Ask boss Random Acts of Marketing The Customer Journey Today
    15. 15. Google vendors Purchase using promotion Ask peers Google competitors Free trial Download white- paper Chat online with CSR Watch video I want to buy… How do I decide? Visit vendor’s website Read 3rd-party review Receive emailed offer Orchestrated Marketing The OrchestratedCustomer Journey Based on keywords, make recommendations Email based on areas of interest from last web visit Recommend whitepaper in follow-up email Like on Facebook CSR notes past email and web history and recommends free trial 30 day after trial, receive e-coupon for promotion
    16. 16. Marketing Automation is the Key, Continuous Optimisation is the GPS • If your digital marketing effort is a journey, the technology is the vehicle that will take you there • 47% of businesses cite technology issues as the main barrier to website personalisation1 • Focus Research found that among those who implemented a marketing automation solution, two-thirds said that the platform had either met (54%) or exceeded (15%) their expectations. Of those claiming a return, 80% reported ROI in less than one year, and 44% reported ROI in less than six months.2 • Data-driven marketing or actionable big data – analytics and tests • Understand – respond – nurture: a continuous effort • Technology is an enabler, the vehicle. You are the driver. 1Source: Econsultancy The Realities of Online Personalisation, April 2013 2Source: Econsultancy Marketing Automation Trends Briefing, Digital Cream London 2013, May 2013
    17. 17. The Conclusion What Customers Want The right content The preferred channel The right time (cycle)
    18. 18. Customer Experience Maturity Model Recommended Resource: Customer Experience Maturity – Interactive Assessment
    19. 19. Thank You! For more information, please feel free to contact: Johanes Iskandar Business Development Manager Mobile: 0433 111 331 Email: joi@sitecore.net
    20. 20. Thank You For Attending www.sitecore.net www.melbourneitenterprise.com.au

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