Personalisation to improve customer experience
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Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.
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Personalisation to improve customer experience
- 1. Using Personalisation to Improve Customer Experience Steven Cassin Partner Sales Manager, EPiServer
- 2. Introduction How do we utilise the data we gather from our customer interactions to deliver a better Customer Experience across multiple channels?
- 3. What is Customer Experience? Customer Experience Management goes beyond the development of a great user interface and user experience
- 4. Traditional User Experience • User Experience is focused on the ease of use with which users can negotiate content and complete activities in a particular channel • Often Users are segmented into logical groups or “Personas” and user journeys are planned to match those segmentation groups
- 5. Delivering a Great User Experience!
- 7. What is Customer Experience?
- 8. Delivering a Great Customer Experience!
- 9. Delivering Great Customer Experience • Customer Experience should consider also consider automation based on: – the context in which they are interacting and – the data collated from previous interactions, across multiple channels Planning for: The Individual User Profile (stronger the better) + The Context in Which their Visit is Set = Improved Customer Experience
- 10. JIM STERNE ON ECONSULTANCY.COM
- 11. In Store In Print On Street
- 12. Strengthening the Customer Relationship Level of Customer Engagement Brand Loyal Advocate Customer Satisfied Customer Customer Prospect Value of the Customer Relationship
- 16. How do we improve (Digital) Customer Experience? The EPiServer Platform allows us to optimise the Customer Experience in a variety of ways, including Personalisation
- 17. Segmentation and Personalisation Here’s an idea… Instead of delivering the same web experience to every visitor, why not give each visitor the most relevant, targeted experience possible?
- 18. Improving Customer Experience • Flexible Design Process is a Pre-Requisite • Segmentation and Personalisation – Logical groups – Individual customers where possible – Context of the visit • Analytics and iterative improvement • Address silo’d data by centralisation / openness • Consistent quality of service and information across channels – traditional website, mobile, social, email, search, customer service, call centre, print, on street etc.
- 19. ANDY BETTS ON ECONSULTANCY.COM
- 20. The Personalisation Toolkit EPiServer provides a range of tools and features which enable Marketers to leverage customer Knowledge gained through Multiple channels and to use this data to enhance the overall Customer Experience
- 21. The Personalisation Toolkit • Digital Marketing & Digital Sales – Across multiple channels / devices – Across multiple brands – Across multiple markets • Targeting and Personalisation • Behavioural Search & Merchandising • Measurement & Optimisation Tools • Email & Campaign Management and Marketing Automation • Integration Services (CRM, ERP, DAM) • Social & Community Development
- 22. The EPiServer Approach Benefits: Web Social Mobile Commerce • Personalised sites sites sites sites • Inter-related • Cross-over • Persistent Online Center Dashboard EPiServer Find Integrated: • PIM / ERP • Search & Merch • CRM • Analytics Content Community Communication Commerce • Data Channels CRM Integration – Connection to Additional Channels • Cloud-based
- 23. Let’s Build!
- 24. Start Small
- 25. Pick one or two of your low-hanging fruit • Speed and iteration. • Don’t even try to get it perfect first time. • How about this for a start? – ”First time visitors should always be treated like first time customers” – ”Geography can be a simple start to targeting.” – ”What did they search for on Google before coming to our site” – “Let’s personalise banner content on 5 key landing pages”
- 26. Develop Personalisation Personas • Think about the unique needs of different users – existing customers, different demographics, prospects, partners, job-seekers, the press • Think about the context they may visit your online presence – awareness, research, purchase, customer service, directions etc.? • and think about how you can use your knowledge about them to serve targeted content
- 27. Personas
- 28. Use what you know • You probably know more than you think: •Gender Profile •Age •Birthday.... •Pages they viewed / E-mails opened History •Products they’ve bought •Events they’ve attended Community •Interests •Level of engagement and sentiment activities Clickstream •Gives a good idea of their intent •Geography IP •Company •Industry
- 29. Segmentation – Persona’s Drag and drop criterion Set parameters for each Optionally establish points
- 30. Goal • First time visitors shall get a good understanding of our offering, and fast! – Metrics: 25% of all first time visitors shall look at the product introduction video. • First time visitor shall easily find reference clients – Metrics: 25% of all first time visitors shall read about a reference client case.
- 31. Personalisation Start with key content blocks and measure impact
- 36. Next Step
- 37. Delve Deeper
- 38. Explore Mobile • Adapt to devices • Cross the channel • Understand the context – Geo-Location – Typical requirements – Recent interactions • Personalise the content and user journey 38
- 40. The Goal?
- 41. The tactics • Iterative Improvement • Personalise before you have a comprehensive profile – Start simple • Look for more intent indicators – Onsite search – Clickstreams – Basket or form abandonment – Social sharing – Reviews and ratings – E-mail clickthroughs • Test, Measure and Optimise everything.... • Consider new ways of gathering even more data…
- 43. Branded Communities • “Facebook in a box” – Member Profiles, Walls, Inbox – Groups – Messaging – Image and Video Galleries – News, Events, Calendars – Blogs, Forums, Editorial – Documents – Collaboration Areas • Blend published and user generated content • Data Mining Capability enhances personalised marketing opportunity
- 44. “There’s been a 35% increase in unique visitors coming to the site, year-on-year. Online revenues are up too, with an increase of 46%.“ Elliott Pritchard New Media Manager, P&O Cruises
- 47. The Challenge
- 48. The Challenge • New to a lot of companies • Unclear ownership and allocation of resource • No clear metrics • IT bottlenecks • Multiple systems • Limited data • A champion to carry it forward
- 49. Start with clear goals and metrics • Establish these, write them down and get buy-in and involvement from everyone that matters • Things like: – Boost conversion rate by 40% – Return on investment (ROI) of 50% within six months – Increase monthly new lead supply by 30%
- 50. Assemble the right team • Web personalisation should be owned by the overall website owner – often marketing – but you’ll also need the involvement of the people who own each important section of the site. • People like: – The web editors, Community owners, Product management, Sales, Customer service, Technical support, Human resources…
- 51. Use as few software systems as possible • The Content management System is the logical place for driving personalisation (at least for us) • Since: – It’s where content lives. – It’s where the day-to-day web editors work. – It controls where your content meets your customers. – It’s already delivering dynamic pages. – It integrates easily with CRM and other data sources.
- 52. Make the workflow simple • The whole idea behind personalisation is to be responsive to your market. So start simple, learn and refine over time. • Like this: – Think about your segments – Identify opportunities to personalize – Create a rule – Test it – Go live – Analyse the results, tweak and repeat
- 54. Drivers for Perfect Personalisation • Consent Registration and profile management, social opt-in • Control Enable customers to control the level of personalisation • Context Use device, location, entry point, search term to drive personalisation • Incentives Tangible benefits for sharing the data you need as well as delivering the personalised experience
- 56. About EPiServer EPiServer is a software company providing robust, flexible and highly customizable solutions that support and manage the four most important areas of a company's online presence: Content management; Community and social media; Commerce and; Communication.
- 57. About EPiServer Socialise • Delivering online platform software within four main areas: – Content – Community – Communication Personalise – Commerce • 22,000+ websites are running EPiServer • 4,500+ customers Mobilise • 130,000 Content Editors Daily • Profitable since inception in 1994
- 58. The EPiServer Approach Benefits: • Personalised Web Social Mobile Commerce • Inter-related sites sites sites sites • Cross-over • Persistent Online Center Dashboard Integrated: • PIM / ERP • Search & Merch • CRM Content Community Communication Commerce • Analytics • Data Channels CRM Integration – Connection to Additional Channels • Cloud-based
- 59. User Journey Get social • Ratings and reviews Get Engaged • Blogs and polls • Rich media • On site or public • Context driven • Mobile Get visible • Organic Search Get Converted • Paid Search • Registrations • Display Ads • Transactions • Social • Memberships • Mobile • Customer care Get In Touch • E-mail • Social • Personalized 59
- 61. Steven Cassin Partner Sales Manager, EPiServer Skype: stevencassin steven.cassin@episerver.com Phone: 07957 000973 Thank you!
Editor's Notes
- Of course we provide all the functionality to support Security, Access Mgt, Localisation, Workflow, integration, scalability etcBut in line with our aim to drive business results for our customers and partners EPiServer offers unrivalled Ease of Use leading to reduced requirements for training and ongoing support.The CMS enables those users with little or no skill to create rich, immersive content in very little time. There are no specialist skills required – even to create rich media content, to integrate social content or to deliver localised content across multiple sites. Subject matter experts become content creators and publishers – leaving our IT teams to focus on high value projects and activities.Example of Variety Magazine?
- About to be launched in COOP Norway Apple iPhone app
- Scan & Pay - iPhone service to COOP members1 - Customers go to coop.no register a credit card on their account and plug this into the store they want to shop at. First time they use the app – they will be prompted to scan a QR code at the entrance of their store before shopping.2 – Scan using the app adding the products to the shopping bag while walking through the store. Some goods are age limited (beer, movies, cigarettes). A running summary is presentedshowing the item and total cost.3 – Basket page lists all scanned items, can change and delete items.4 - Pay by pressing "Confirm payment". No need to queue at the checkout, just pay on mobile, then scan a QR code on the way out. Receipt is displayed on your mobile and on user profile online - coop.no.
- Personalization projects die because they try to do too much too soon.Good starting points GeoReturning customersIndustry – targeting in B2BPick one or two of your low-haning fruit and make them work before moving on to the tricker stiffSpeed and iteration are the guiding principles
- We all know the importance of measuring our activity and performance. That which doesn’t get measured, doesn’t get done!!Well, EPiServer offers some fantastic functionality which enables us to measure how effectively our website, and more specifically, content and marketing campaigns created in the website are performing.EPiServer allows us to quickly and easily build user funnels (key journeys we want to usher visitors through, exposing them to the most appropriate content, of course, personalised to their needs and on to conversion points such as orders, downloads, contact pages etc.) and to measure how effectively those funnels are performing, highlighting where the weaknesses are and where we are losing visitors. Additionally, we can create multiple versions of content and test which versions perform the best within these funnels. This empowers us to create a process of continuous improvement – tested against all, or a small % of, our website traffic.Importantly, these campaign measurement and optimisation tools extend into our social channels, just like the content editing and personalisation tools we looked at. This enables us to create fantastic, rich, engaging content and marketing campaigns in EPiServer, and to promote these on our websites and in our various social channels; to personalise them for each visitor to the website or social channel and then to effectively measure that user experience for optimisation and continuous improvement.
- User Funnel including customer drop outs and alternative paths.We are currently working on another out of band release which will extend this reporting further allowing us to integrate deeper with GA and to monitor campaigns running in there.
- EPiServer offers a range of feature rich and extremely user friendly content management tools which enable our customers to easily develop and publish really effective online content. Our customers can do so much more than publish standard content such as news articles and press releases. EPiServer empowers marketers to create truly engaging user experiences through features such as our drag and drop template editors. This will enable a user to create new campaign focused content and templates in minutes. Which can include custom content, controls, widgets and apps as well as of out of the box tools such as YouTube integration, image galleries, forms and content listings .Reusing blocks of content across different web pages or sites shouldn’t be time-consuming. By using Episerver products you can simply develop a content or funcational block onceand editors can re-use that across multiple pages or sites.
- Mobile Pack allows a customer to reuse the existing content in the EPiServer platform an serve it to users on a handheld device, creating a more immediate and context-driven experience.
- Cruise LineCMS integrates with CRM and booking systemGeographic personalization35 % increase in unique visitors
- At Episerver we have developed a suite of products that will allow brands to get visible through the user journey.Read through slide. ( Elaborate a bit more)