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Ratio Partners - Getting Started with Sitecore Personalisation
- 1. 1 Getting started with web personalisation Presented by: Steve Renshaw : Managing Partner : Ratio Partners
- 2. www.ratiopartners.co.uk About Ratio and Sitecore Ratio Partners We are Ratio, the customer experience specialists. With several years of experience working agency, client and software side, we are passionate about increasing our clients’ digital maturity by bringing together strategy and technology to deliver relevant and meaningful user experiences that relate directly back to your business metrics, using the Sitecore platform. Sitecore Sitecore is the global leading Experience Management platform, with several thousand customers and hundreds of delivery partners, as well as featuring as leaders in Gartner Magic Quadrant and Forrester reports for web content management and digital experiences year after year.
- 3. www.ratiopartners.co.uk What is personalisation? Delivering the most relevant experience at the right time in the right context …to create customers for life
- 4. www.ratiopartners.co.uk What isn’t personalisation? Upsell Upsell Upsell!
- 5. www.ratiopartners.co.uk Why is personalisation critical to your business? By 2017, 50% of product investment projects will be redirected to customer experience innovations. Gartner By 2020, customer experience will overtake price and product as the key brand differentiator. Walker Info Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer. Temkin Group 89% of marketing leaders expect to compete primarily on the basis of customer experience by 2016, as compared with 36% four years ago. Gartner
- 6. www.ratiopartners.co.uk Let’s not forget the customer 78% of British respondents would be more likely to buy from retailers if they were served with targeted, relevant offers Infosys survey of 5,000 consumers Delighting customers doesn’t build loyalty; reducing their effort - the work they must do to get their problem solved - does CEB
- 7. www.ratiopartners.co.uk Personalisation is central to Customer Experience “I don’t want a relationship with my bank; I have a relationship with my wife and family. I want efficient service from my bank” “I hate it when I’ve visited a retail site and I’m bombarded with adverts from them every time I check my email for a fortnight afterwards” Customers want personalisation on their own terms, not yours
- 8. www.ratiopartners.co.uk How can we personalise to users? Device Location Content consumption Goals Triggered #Visits Demographic Purchases Spend Search And much more….
- 9. www.ratiopartners.co.uk And through which channels? Website Mobile site Phone Email Print In-store Face-to- Face App
- 11. www.ratiopartners.co.uk Designing a personalisation strategy A successful personalisation strategy needs to be treated as a project Preparation Scoping Build & Deploy Measurement & Optimisation A solid foundation grounded in data, planning and benchmarking
- 12. www.ratiopartners.co.uk Do your prep – ask yourself these questions? • Do we have analytics set up and do we really understand what it’s telling us? • Have we defined the business metrics we’re trying to influence? • Do we know who the right stakeholders are and can they effect change? • Do we understand our technology landscape? • Do we know our audience types, their journeys and their touchpoints with us? • What skills do we have or what resources might we need?
- 13. www.ratiopartners.co.uk It started with a KPI… Strategic theme Business objective Digital goal Digital goal Business objective Digital goal Digital goal Business objective Digital goal Digital goal To be the number one retail bank in the UK Increase ISA opened accounts & value Decrease manual processing time Increase ISA lead form conversions Increase brochures downloaded Provide more data with leads
- 14. www.ratiopartners.co.uk Set your benchmarks • Increase ISA lead form conversions by 2% in three months • Increase brochures downloaded by 5% • Provide more data with leads (qualitative) – provide high/med/low value based on behaviour in 6 months NOT ALL KPIsWILL BE INSTANTLY ACHIEVABLE • Use Google Analytics or platform/other stats to set current versus target • There are no hard and fast rule for setting KPIs for personalisation • Some KPIs may be more qualitative than quantitative but impact higher up the chain • …so get business metrics wherever possible and always try to relate it back • Value of opened ISA accounts directly attributable to digital rose by £600,000 over three months • Decrease manual processing time by 160 hours, £2k efficiency saving • Project cost £20k
- 15. www.ratiopartners.co.uk Getting the stakeholder mix right – why and who? • Personalisation is a new concept • Politics of ownership, especially on key channels and pages • Ability to define and measure against key metrics • Process and cultural change • Budget, time and resources • Other project priorities Stakeholder involvement will float or sink a project – show them value CMO/Marketing CDO/Digital CIO IT Sales/Commercial CRM Manager
- 16. www.ratiopartners.co.uk Defining your audiences, journeys and touchpoints Forrester, 2015
- 17. www.ratiopartners.co.uk Defining your audiences, journeys and touchpoints Our ISA buyer… • Sees a leaflet in bank • Initial visit to the website • Checks other banks’ deals • Comes back to the website • Views more “trust” info • Phones an advisor • Submits application online Forrester, 2015
- 19. www.ratiopartners.co.uk Remember to measure and optimise You might not always get it right first time
- 20. www.ratiopartners.co.uk Q&A Get in touch with Steve Renshaw: www.linkedin.com/in/steverenshaw steve.renshaw@atiopartners.co.uk www.ratiopartners.co.uk