Want to know more?Here’s what to do• Sitecore’s resource section. Lots of great content therehttp://www.sitecore.net/Resou...
What to think about next1. How do you outline the buying process of your audience? And howto align that with your selling ...
Which presentation?A – With funny videosB – Without funny videos
Whatever you do, make sure thatyou create a [unique] feel good feeling
A bit of inspiration and a few tips1. Why the customer experience matters2. Input to improve the online customerexperience...
Things that matters an awful lot, butmost of us aren’t doing or haven’t putto practice
THE OTS CHALLENGEMessage ActionMessage Message Message Message Message ActionIncrease opportunity to see by 3, 5, 10
Understand the customer buying processesand how your online presence plays a role
Match content and offers to stages –use persona’s if relevant to your situationPrerequisites> Profile insights> Content to...
Which reads the mostwords per minute – the eye or the ear?2.500 words per minute 125 words per minute
People talk aboutpictures, sharethem, LOL atthem
Your market is both men and women. Youcan only use one picture. Which do you choose?Man also known as male Woman also know...
How do most people makebuying decisions?With logic With emotions
Buyers don’t make logical,rational buying decisions.They make emotional decisionsand then justify those decisions byration...
The importance of E’s in theonline space• Expectation• Excellence• Exciting• Experience• Emotions(leading toaction)• Enabl...
The Multi-Channel aspectand avoiding the disconnect
The experiencestarts and endswith marketing
Subject: Things you want to know about your stay with us
BasicprofileExpanded profile+ Add behavioral+ Add transactional24Stimulateto getmore infoWhat are thecontents of yourbasic...
FURDIC - > The feel good feeling related toyour online presence• Can your visitors FURDIC ?– Find– Understand– Relate– Do–...
F = Not easyU = Not easyR = Not at all, 1 size fits allD = Can do, but not easyI = Limited, customer care missingC = Can d...
Now & Next Generation OnlinePresence centers around ….Customer journey /&persona drivenapproach•Align content tosolve cust...
FIND,Serve,Convert EntrypageCampaignGoogleSocial
Am I in the rightplace ?Looks forsignalsFinds signalquicklyNo signalsfoundGood experience
Use commonsense > increaseyour conversion ratesBanner advertisementLanding page
With traffic coming in frommany sources, how do weoptimize the experience &our conversion to actionacross the board ? …
More customized experiences• Solid &efficientstructure forcreating thoseexperiences• A/B Splittestingcapabilitieson the fly
Landing page #1 Landing page #2Which landing page generated mostconversions?275 conversions 110 conversions
The Power OfA Name
Cola in Ghana - What is the problem?
What is the problem?Lumia in Spanish? Peugeot in South ChinaBiao zhi
Extra large bags in Finland Snow in Iran
YournameONLINEReputationAccessibleOwn it !SEOtechnicalYour namein contextGlobally /Locally
www.namechk.com
The Danger of BandWagon & TheUrgency ofMobility
New opportunities to interactand get a response from youraudience using QR codes (or not)
Me too, me too, me too,me too, me too, me too !
Drink and scan –if you can !
Scan anddownloada book
The Urgency of Mobility &Opportunities in 2nd Screen
New challenges,new opportunitiesTouch
Does she scroll?• Average pixel length ofa vertical scroll?
Responsive web design – make sure you deliver agood to great experience across all devices
2nd screen opportunities
How doesmobile & relevant”time and placeoffers” tie in withthe overallcustomerexperience andyourwebpresence
The power ofsocial is in theshare
AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - ActionEngagementShare is goodAction is bestL...
The power of social is in the sharePage likes 5.000Shared 222Reach 23.168Clicks ?Likes 74Call toaction
The Power of Paper
Make the onsite share easy - >and make it countThink about- Images- Shared text- How to makethe shareconvert
Now & Next Generation OnlinePresence centers around ….Customer journey /&persona drivenapproach•Align content tosolve cust...
… butNothingbeats theFeel GoodFeeling
@michaelleander#michaelleanderPictures here:facebook.com/michaelleandernielsenPinterest.com/michaelleanderEmail address: m...
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
Customer experience conference by Sitecore in Oslo, Norway
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Customer experience conference by Sitecore in Oslo, Norway

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My talk at the customer experience conference organized by Sitecore in Oslo, Norway.

The conference was all about the online customer experience and this presentation aimed to set the stage for the 7 other expert marketing speakers presenting.

Published in: Business, Technology
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Customer experience conference by Sitecore in Oslo, Norway

  1. 1. Want to know more?Here’s what to do• Sitecore’s resource section. Lots of great content therehttp://www.sitecore.net/Resources.aspx• Come say hi & join the fun over at my Facebook pagehttps://www.facebook.com/michaelleandernielsen• Stay tuned for more content on Twitterhttp://www.twitter.com/michaelleander• Join our CMO Group on Linkedin herehttp://www.linkedin.com/groups/Chief-Marketing-Officers-Exclusive-2268050• If you missed the 7 points, send me an email toMichael@michaelleander.me
  2. 2. What to think about next1. How do you outline the buying process of your audience? And howto align that with your selling processes? Customer journey, personas2. What are the main drivers for delivering a personal customerexperience online? (match customer expectations)3. How can you take the first step towards better targeting? Onlineonsite, in direct communication?4. What does contextual content mean for you and how can youembrace that concept?5. How can you ensure better control of what people share from yourweb presence – pictures, headlines, text?6. How can you establish one data repository containing profile data,behavioral data and transactional data?7. How can you establish an effective work flow for allowing you tocreate and test content pages, product pages, e-commerce pages onthe fly and with minimum effort?
  3. 3. Which presentation?A – With funny videosB – Without funny videos
  4. 4. Whatever you do, make sure thatyou create a [unique] feel good feeling
  5. 5. A bit of inspiration and a few tips1. Why the customer experience matters2. Input to improve the online customerexperience & tips to convert better3. Crazy dancing on the tables
  6. 6. Things that matters an awful lot, butmost of us aren’t doing or haven’t putto practice
  7. 7. THE OTS CHALLENGEMessage ActionMessage Message Message Message Message ActionIncrease opportunity to see by 3, 5, 10
  8. 8. Understand the customer buying processesand how your online presence plays a role
  9. 9. Match content and offers to stages –use persona’s if relevant to your situationPrerequisites> Profile insights> Content to match> Good database &marketing executionsystem> A clear objectivedriven plan on whatyou want toaccomplish
  10. 10. Which reads the mostwords per minute – the eye or the ear?2.500 words per minute 125 words per minute
  11. 11. People talk aboutpictures, sharethem, LOL atthem
  12. 12. Your market is both men and women. Youcan only use one picture. Which do you choose?Man also known as male Woman also known as female
  13. 13. How do most people makebuying decisions?With logic With emotions
  14. 14. Buyers don’t make logical,rational buying decisions.They make emotional decisionsand then justify those decisions byrationalizing themafter the fact.70/30
  15. 15. The importance of E’s in theonline space• Expectation• Excellence• Exciting• Experience• Emotions(leading toaction)• Enablement
  16. 16. The Multi-Channel aspectand avoiding the disconnect
  17. 17. The experiencestarts and endswith marketing
  18. 18. Subject: Things you want to know about your stay with us
  19. 19. BasicprofileExpanded profile+ Add behavioral+ Add transactional24Stimulateto getmore infoWhat are thecontents of yourbasic profile?Your idealprofileUseprogressiveprofilingUse leadscoring
  20. 20. FURDIC - > The feel good feeling related toyour online presence• Can your visitors FURDIC ?– Find– Understand– Relate– Do– Interact– Complete (transaction)
  21. 21. F = Not easyU = Not easyR = Not at all, 1 size fits allD = Can do, but not easyI = Limited, customer care missingC = Can do, but not easyF = Easy & quickU = EasyR = Persona driven + membershipD = Can do, easyI = Yes, but could be betterC = Can do, easy & quick
  22. 22. Now & Next Generation OnlinePresence centers around ….Customer journey /&persona drivenapproach•Align content tosolve customerneeds•Differentiate basedon prospect &customer status +win-backContent incontext•Match buying vs.selling cycles•Relate content tocampaignsCommunityengagement•Establish stickiness•Social engagement•Attract, sustain &grow membershipbased communityEngagement &campaignautomation•Personalized•Relevantconversations•One data repositoryPrerequisite = Strong backoffice
  23. 23. FIND,Serve,Convert EntrypageCampaignGoogleSocial
  24. 24. Am I in the rightplace ?Looks forsignalsFinds signalquicklyNo signalsfoundGood experience
  25. 25. Use commonsense > increaseyour conversion ratesBanner advertisementLanding page
  26. 26. With traffic coming in frommany sources, how do weoptimize the experience &our conversion to actionacross the board ? …
  27. 27. More customized experiences• Solid &efficientstructure forcreating thoseexperiences• A/B Splittestingcapabilitieson the fly
  28. 28. Landing page #1 Landing page #2Which landing page generated mostconversions?275 conversions 110 conversions
  29. 29. The Power OfA Name
  30. 30. Cola in Ghana - What is the problem?
  31. 31. What is the problem?Lumia in Spanish? Peugeot in South ChinaBiao zhi
  32. 32. Extra large bags in Finland Snow in Iran
  33. 33. YournameONLINEReputationAccessibleOwn it !SEOtechnicalYour namein contextGlobally /Locally
  34. 34. www.namechk.com
  35. 35. The Danger of BandWagon & TheUrgency ofMobility
  36. 36. New opportunities to interactand get a response from youraudience using QR codes (or not)
  37. 37. Me too, me too, me too,me too, me too, me too !
  38. 38. Drink and scan –if you can !
  39. 39. Scan anddownloada book
  40. 40. The Urgency of Mobility &Opportunities in 2nd Screen
  41. 41. New challenges,new opportunitiesTouch
  42. 42. Does she scroll?• Average pixel length ofa vertical scroll?
  43. 43. Responsive web design – make sure you deliver agood to great experience across all devices
  44. 44. 2nd screen opportunities
  45. 45. How doesmobile & relevant”time and placeoffers” tie in withthe overallcustomerexperience andyourwebpresence
  46. 46. The power ofsocial is in theshare
  47. 47. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - ActionEngagementShare is goodAction is bestLike is NOT a currency, engagement is @michaelleander
  48. 48. The power of social is in the sharePage likes 5.000Shared 222Reach 23.168Clicks ?Likes 74Call toaction
  49. 49. The Power of Paper
  50. 50. Make the onsite share easy - >and make it countThink about- Images- Shared text- How to makethe shareconvert
  51. 51. Now & Next Generation OnlinePresence centers around ….Customer journey /&persona drivenapproach•Align content tosolve customerneeds•Differentiate basedon prospect &customer status +win-backContent incontext•Match buying vs.selling cycles•Relate content tocampaignsCommunityengagement•Establish stickiness•Social engagement•Attract, sustain &grow membershipbased communityEngagement &campaignautomation•Personalized•Relevantconversations•One data repositoryPrerequisite = Strong backoffice
  52. 52. … butNothingbeats theFeel GoodFeeling
  53. 53. @michaelleander#michaelleanderPictures here:facebook.com/michaelleandernielsenPinterest.com/michaelleanderEmail address: michael@michaelleander.me

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