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Leveraging Sitecore to Create a Completely Connected Customer Experience
This document discusses how Sitecore can be used to create a connected customer experience. It defines customer experience and the importance of integration across touchpoints. It also discusses defining a customer experience roadmap through personas, journey mapping, and optimizing content. Sitecore allows for personalization through rules, algorithms, and predictive methods across channels based on customers' digital fingerprints. Examples are given of how Sitecore has been used by companies for personalization.
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Leveraging Sitecore to Create a Completely Connected Customer Experience
- 1. Leveraging Sitecore toCreate a Completely Connected Customer Experience Donald Donais Solutions Architect – Avtex Portals and Customer Experience Lefteris Grammatas Senior Business Optimization Consultant - Sitecore
- 2. Today’s Session Objectives • Understanding Customer Experience Around Portals • How To Define Customer Experience • Defining a Customer Experience Roadmap • How Does Sitecore Work with Customer Experience?
- 3. UNDERSTANDING CUSTOMER EXPERIENCE AROUND PORTALS
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- 5. CX Defined “Customersperceptions and related feelings caused by the one-off and cumulative effects of interactions with supplier's employees, systems and channels or products”
- 6. Customer Interactions •What is Shaping a Customer Interaction? Modes By Which to Interact Emotions Involved with the Interactions Point of Need/Time
- 7. Why Do CustomersLeave? Did You Know? Poor CX Of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly. Purdue University Benchmark Seek Alternatives Prefer Competitor Dissatisfied with Products/Service Die Move Away
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- 9. The Integrated CustomerExperience It’s not about multi channel It’s about omni channel Contact Center Interactive Voice Response Web Mobile Social Email Video Portals Chat Next …?
- 10. Omni Channel =Integration • Organizations Have Many Touch Points Integration is Key to Omni Channel and CX • Strategy Around CX Is Needed Understanding Interactions Underpinning Technologies Needed Integration Points Between Technologies • Integration between Touch Points Give Organization Data at Point of Need Allows for Cohesive Customer Experience Reduced Time in Connecting with Customers Increased Overall Customer Satisfaction
- 11. DEFINING CX FORYOUR ORGANIZATION
- 12. Defining a Persona • Personas Represent Your Customer • Activities They May Want To Do • What Interactions Points They Prefer • How Technically Savvy Are They
- 13. Experience the Experience • What is Your Customers Experiencing When Interacting With You? • What is The Customer Experience When: Requesting Support Information Finding Product Information Sales Questions Need To Return a Product
- 14. Content Model &Information Architecture • Consistent Definition of Content Across Different Systems • Within Portals and Apps How is Information Architected to Optimize the Interaction Content Model Information Architecture
- 15. Mapping the Journey • Identify the Experience that Customer Will Have with Company • What are the Desired Touch Points? • What Channels will be Used? • How Are Touch Points Perceived Internal and External?
- 16. HOW CAN SITECOREWORK WITH CX?
- 17. Bring Your PersonasTo Life HAROLD
- 18. Think WHAT isRelevant WHEN In the User Journey
- 19. SBOS Digital RelevancyMap AWARENESS RESEARCHDECIDE PURCHASE Intention Customer Intention Capturing Intention Objectives Business Objective Customer Objective Message Touchpoint Content Intention Customer Intention Capturing Intention Objectives Business Objective Customer Objective Message Touchpoint Content HAROLD FIONA
- 20. Capturing Intention Inthe moment Digital Fingerprint • Traffic Source • Device • Landing Page • Product Area External Context • Weather • Trends History Digital Fingerprint • Past content viewed • Traffic Source/Device last used • Goals completed Profile • Personal Information • Demographics • Psychographics • Social Information
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- 22. .. Based OnYour Customers Interaction INPUT Custom DB Call Center CRM Websites Social
- 23. .. Across TouchPoints INPUT OUTPUT Print Website Devices Email/SMS Custom DB Call Center CRM Websites Social
- 24. The Different Flavorsof Personalization Predictive Connected Algorithmic Rules
- 25. Rules Based Personalization If … Then ...
- 26. Algorithmic Personalization HAROLDFIONA VISITOR Match visitors to pre-defined profiles
- 27. Connected Personalization Omni-channel Coordination
- 28. Predictive Personalization Machine Learning
- 29. Measure Personalization onAggregate Level Personalization Tracker Experience Intelligence
- 30. Measure Personalization onIndividual Level
- 31. DEMO • Personalization,Facebook campaign • Creating personas • Applying profiles
- 32. Rules Based Personalization:EasyJet
- 33. Take the LeapFrom Your Competitors “EasyJet has wiped the floor with us..” Michael O’Leary, Ryanair CEO The Telegraph - Friday 29, November 2013
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- 37. Lefteris Grammatas lgr@sitecore.net @lgrammatas Find Out More Information lefterisgrammatas.com For More Information About Avtex Customer Experience Consultants For More Information About How Sitecore Can Optimize Your Interactions Donald Donais ddonais@avtex.com @dondonais http://www.avtex.com/en/S olutions/Customer- Experience.aspx
Editor's Notes
- #18 How do you translate Motivations Needs How they access How they engage Into a digital experience
- #19 You don’t go to a marriage straight up You want to build us the relationship
- #20 Building a Digital Relevancy Map. Consider the desired actions and what content you need in order to persuade your potential segment to take that action. This is called the Digital Relevancy Map – returning to the Gartner Lifecycle, we want to identify and personalize the experience for our target segment throughout their lifecycle.
- #35 Profiling Predictive Personalization Rules Based Personalization 300% ^ Member Self Service 300% ^ Members Login 98% ^ Employers Join Online 42% ^ Members Join Online Australian Super Profiling Predictive Personalization Rules Based Personalization ============== Started with personalization Listen to the visitor – are you an employer or employee and based on click behavior they classify you into a segment and then trust compelling messages If look as employer go back to front see 48% increase in new member registration Now applying personalization on entire lifecycle Australian Super Profiling Predictive Personalization Rules Based Personalization ============== Started with personalization Listen to the visitor – are you an employer or employee and based on click behavior they classify you into a segment and then trust compelling messages If look as employer go back to front see 48% increase in new member registration Now applying personalization on entire lifecycle