Sitecore - Customer Experience Reinvented
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Presentation delivered by Paul Fennemore of Sitecore at Sagittarius Strangers, Friends & Lovers thought leadership event, 6th July 2017.
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Sitecore - Customer Experience Reinvented
- 2. 2 The customer journey is omnichannel Today’s Prospect to Customer Experience Interactions Online ads Email Digital billboards Search Landing Page Social 3rd Party Sites Digital Touchpoints Physical Touchpoints Website PR TV, Radio, Print Word of Mouth Direct Mail Store Mobile App IM Chat Social & Online Community Call Center Email Newsletter Promotion on Invoice Print Offer Invitation Event = Managed touchpoints = Unmanaged or semi-managed touchpoints Print Itinerary Word of Mouse
- 4. 4
- 5. USER JOURNEY! USE CASE – ANTHONY TOMLINSON! § Lives & works in London § From Woking - Surrey § Football Fan (Theo Walcott – Arsenal) § Father – 11 year old boy § Not an existing Customer | Never been on the site(s)
- 6. First Interaction - Awareness! USER JOURNEY! - SESSION CLOSED -! FxM! DATA CAPTURED! ! Sport: Football! Product Interest: Boots! Location: London! Device Type: Mobile! Device: IOS – Apple 6! Brand Interest: Adidas! Team Interest: Arsenal! Player Interest: Theo Walcott! Time on Site: 4 minutes! Search Term: Theo Walcott News! Traffic Source: Organic Search! Click Origin: Google! PROFILING! ! Sport: Football! Product Interest: Boots! xDB!
- 8. Second Interaction - Awareness! USER JOURNEY! Dear Anthony! LDN19! - NO CONVERSION -! xDB! ExM! SxP! DATA CAPTURED! ! Sport: Football x2! Product Interest: Boots x2! Location: London x2! Device Type: Mobile x2! Device: IOS – Apple 6 x2! Brand Interest: Adidas x2! Team Interest: Arsenal! Player Interest: Theo Walcott x2! Time on Site: 4 minutes! Search Term: Theo Walcott News! Traffic Source: Organic Search, Tube Ad! Click Origin: Google! Budget: Medium / High! Buying Profile: Discount Sensitive! Name: Anthony Tomlinson! Gender: Male! Email Address: antonytomlinson@einrot.com! ! ! ! PROFILING! ! Sport: Football! Product Interest: Boots! Gender: Male! Budget: Medium/High! Anthony Tomlinson! Campaign Landing Page! Personalised Promo Email! Engagement Value: 25 Points! ! ! !
- 10. Third Interaction - Consideration! USER JOURNEY! DATA CAPTURED! ! Sport: Football! Product Interest: Kids Football Shirts! Location: London! Device Type: Laptop! Device: IOS – Macbook! Brand Interest: Puma! Team Interest: Arsenal! Player Interest: Theo Walcott! Time on Site: 4 minutes! Search Term: Arsenal Kit Kids! Traffic Source: Paid Search! Click Origin: Google! IN SESSION PERSONALISATION! (Based on Product Interest, Demographic Profile, Brand Interest, Team Interest, Budget)! ! PROFILING! ! Sport: Football! Product Interest: Boots – Kids Shirts! Gender: Male! Budget: Medium / High! Demographic: Parent! ! ! antonytomlinson@einrot.com! xDB! Anthony Tomlinson! Anthony Tomlinson! xDB!
- 11. Data / Behaviour Capture! ! 1 Visitor! 2 Devices! 3 Interactions! 0 Transactions!
- 12. INSIGHT! Anthony Tomlinson! xDB! DATA CAPTURED! ! Sport: Football! Product Interest: Boots! Location: London! Device Type: Mobile! Device: IOS – Apple 6! Brand Interest: Adidas! Team Interest: Arsenal! Player Interest: Theo Walcott! Time on Site: 4 minutes! Search Term: Theo Walcott News! Traffic Source: Organic Search! Click Origin: Google! PROFILING! ! Sport: Football! Product Interest: Boots! Gender: Male! Budget: Medium/High! ! PROFILING! ! Sport: Football! Product Interest: Boots – Kids Shirts! Gender: Male! Budget: Medium / High! Demographic: Parent! ! ! DATA CAPTURED! ! Sport: Football! Product Interest: Kids Football Shirts! Location: London! Device Type: Laptop! Device: IOS – Macbook! Brand Interest: Puma! Team Interest: Arsenal! Player Interest: Theo Walcott! Time on Site: 4 minutes! Search Term: Arsenal Kit Kids! Traffic Source: Paid Search! Click Origin: Google! DATA CAPTURED! ! Sport: Football x2! Product Interest: Boots x2! Location: London x2! Device Type: Mobile x2! Device: IOS – Apple 6 x2! Brand Interest: Adidas x2! Team Interest: Arsenal! Player Interest: Theo Walcott x2! Time on Site: 4 minutes! Search Term: Theo Walcott News! Traffic Source: Organic Search, Tube Ad! Click Origin: Google! Budget: Medium / High! Buying Profile: Discount Sensitive! Name: Anthony Tomlinson! Gender: Male! Email Address: antonytomlinson@einrot.com! ! ! ! Engagement Value: 25 Points! ! ! ! PROFILING! ! Sport: Football! Product Interest: Boots! Screen names! Address book! Gender! Sexual preference! Email address(s)! Website! Languages spoken! Political views! Friends! Pokes! Name! Anniversary! Relationship! City of birth! City of residence! Email! Phone! Current employment! Previous names (aliases)! Family members! Phone! Previous employment! Previous relationships! Birthday! Religious views! Inspirational people! Places you’ve visited! Events you’ve attended! Sports teams you support! Your Favourite Sports! Favourite Clothing brands! Events your friends are attending! Major life events (location, dates, who with)! Photos! Events you plan on attending! Address! Books you’ve read! Websites you visit! Activities you participate in! Restaurants you’ve eaten at! Your Favourite Athletes! Food you eat! Movies you’ve seen! Bands you like! Video games you play! TV Shows you watch! Advertising you interact with! Level of online engagement! How often you are online! Articles and websites you’ve commented on! Videos you’ve watched! Groups you’ve joined! Wall posts! Networks you are a part of! Persistent – Dynamic - Structured – Actionable - Aggregatable !
- 13. Third Interaction - Action! USER JOURNEY! Persistent – Dynamic - Structured – Actionable - Aggregatable ! Sports teams you support! Sport: Football x2! Product Interest: Boots x2! Player Interest: Theo Walcott x2! ! Device Type: Mobile! Device: IOS – Apple 6! Team Interest: Arsenal! ! ! Session: Current Basket! Product Interest: Kids’ Shirts! Demographic: Parent! ! xDB! ExM! SxP! * Confirmation Email! * Up/Cross Sell! * Boot Spotting/Content Mktg! * New customer and high! spend propensity visitor ! engagement plans! * High Budget Profile! * New Customer Profile! * Transaction Details! * +100 Engagement Value pts! A/B Test Vs Team ! Interest Profile! !
- 18. Digital Strategy: Joining the dots 1. Increase market penetration with particular geographies/segments/products 2. Increase customer retention/renewals 3. Rapidly introduce new products* 4. Improve operational efficiencies: agility and cost optimisation Primary corporate objectives The situation SWOT PESTEL Market Audit PLAN Digital Transformation Agile Marketing Platform Technology People Process Segments Personas Visitor Journeys Rules based engine Experience Management Personalised Engagement Plans Dynamic Personalisation Single Customer View Analytics Insight A/B MV Testing CMS *Editing *Workflows *Publishing Goals and Engagement Values Agile Unified Platform Campaign Management Social Connect Mobile Intelligent Website FxM emaileCommerce Web-to- Print Open API Databases Attribution Optimisation Performance Omni-channel COPE Primary marcoms strategies €Customer acquisition €Self-service levels =optimise costs *€Launch product Z to segment X €Upsell & cross-sell €Engagement levels =retention €Increase Brand Awareness