Downloaded 21 times
![Michael O’Leary
Ryanair
“EasyJet has wiped the floor
with us, with the website and
modest customer [service]
improvements” Mr O’Leary
said onThursday, as he
launched 12 new routes
from Stansted.
“We can learn from the
bits they have done well”
TheTelegraph
Friday 29, November 2013](https://image.slidesharecdn.com/sitecoresagittarius01072014v4-140702093021-phpapp02/85/Winning-with-Sitecore-16-320.jpg)
Uploaded bySagittarius
#Winning with Sitecore
Sitecore offers a digital marketing platform that enables businesses to enhance customer engagement by creating personalized online experiences. As UK e-commerce growth slows, opportunities in mobile commerce and data-driven marketing are emphasized, along with the importance of customer intelligence and personalized interactions. The document highlights the need for effective strategies, such as full engagement and timely recommendations, to improve conversion rates and overall customer satisfaction.
More Related Content
Similar to #Winning with Sitecore
#Winning with Sitecore
- 1. Mark Needham Digital ExperienceConsultant– Sitecore UK Know every customer. Own every experience. #Winning!!
- 2.
- 3. 3 who we are Sitecoreallows you to have meaningful conversations with your customers online. Build personalised experiences, improve brand loyalty and monitor and manage your digital marketing efforts all from one platform. Sweet. ……here 680+employees 50countries 21awards 11years in business 6moustaches 3500customers 500 10000developers 1500partners 1solution social butterflies geekscoffee lovers 5 450
- 4. 4 What we do . Sitecore provide Platformand Tools Sagittarius provide the craft Immersive Digital Experiences Brilliant Basics Magic Touches Consumer Advocacy =
- 5.
- 6. 6 Digital touchpoints Physical touchpoints Decisions are notmade in straight lines AWARENESS CONSIDERATION ACTION SERVICE LOYALTY TV Radio Print Outdoor PR Word of mouth Direct mail Store Call center Call center IVR Promotion on invoice Online Ads Viral email Digital billboards Search Landing page Blog 3rd Party sites Website Mobile IM/Chat Blog Email Newsletter Managed touchpoint Unmanaged touchpoint Customer 3Customer 2Customer 1
- 7. 7 You face manychallenges delivering on digital engagement
- 8. 8 Your systems areincreasingly complex and your customer data more disconnected
- 9.
- 10. 10 UK Ecommerce growthstill strong – but growth is slowing B2C Ecommerce set to increase by £24bn between 2014-2017 Market is beginning to mature, 93% of UK internet users ages 14+ will shop online in 2014, a total of 41.2 million people. 40% of UK internet users shop daily; additional 35% shop every week A.T. Kearney’s “Global Retail E-Commerce Index” ranks UK fourth in world’s top 10 countries ranked by digital retail market attractiveness. MarketTrends
- 11. 11 Mcommerce offers thebiggest growth opportunity UK Mcommerce set to increase by £12bn between 2014-2017; tablets take £10bn slice of the growth IMRG/Capgemini state mobile devices accounted for 32% of total UK retail ecommerce sales in Q4 2013 73% of Mcommerce purchases via tablets in 2017;Average purchase value of £83 17% of smartphone buyers made purchases <£200 ‘Bricks and mortar’ fight back – 16% of all retail Ecommerce (Q4 2013) was ‘Click and Collect’ MarketTrends
- 12. 12 Future is allGrowth Revenue Customer acquisition Repeat business Customer LifetimeValue Market share
- 13.
- 14. 14 Total organicsearch engine visits were up 48% in the 6 months following the deployment of Sitecore CMS. Increased productivity through content repurposing, 20 fold improvement time to market for new content launch 100m – amount of data driven through the digital marketing system to drive deeper engagement When you do it right Overall site traffic has increased by more than 200 percent – and in some cases, traffic is up by 700 percent. 25% year on year increase in traffic, 40% increase in online revenues & increased conversion rates 80% of in store purchasers have been found to have researched their purchased online
- 15. 15 When you doit really right! Website goes live FTSE 100 The new personalised homepage contributed to EasyJet being able to fill two planes every minute during its biggest ever sale in Jan 2012 22%Increase in booking conversions versus legacy CMS (project target was 2%)
- 16. Michael O’Leary Ryanair “EasyJet haswiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said onThursday, as he launched 12 new routes from Stansted. “We can learn from the bits they have done well” TheTelegraph Friday 29, November 2013
- 17. 17 What needs to happento get it right?
- 18. 18 5-20% Probability ofselling to a new prospect 60-70% Probability of selling to an existing customer Source: Marketing Metrics
- 19. 19 1. Full Engagement 2.Recommendations 3. Focus on converting the right things 4. Fail Fast 5. More thanTechnology
- 20.
- 21. 21 70% of buyingexperiences are based on how the customer feels they are being treated – McKinsey. “If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.”- Henry Ford (1937) 78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience. Source: American Express Survey, 2011 Full Engagement 人無笑臉，不要開店
- 22. 22 Full Engagement A highpercentage of buyers on your website will have a question before completing their purchase.The speed, personal touch and accuracy with which you are able to provide an answer will make all the difference in whether they buy and keep buying from you. Source: Jupiter Research/Forrester Research Inc
- 23. 23 Appliances Online (ao.com) Solution Started by undercutting, but then became fanatical about service and combined online and offline customer experience management Heavily invested in product video content, social media, and SEO Users can login with Facebook and see which products their friends have liked – building brand trust Customer experience starts at search results, continues through a rich web experience, and follows right through to a text message from your driver on the day of delivery Results 40% annual revenue growth for 2013 1m fans on Facebook 40% increase in video views Captured 24% of the market Took £86m in one day
- 24. 24 Personas enable youand your marketing and creative staff to get into the mind of your customers and prospects. And when you understand your audience’s world and their motivations, you can create experiences and content that engage them more deeply. Personas
- 25. Research is thebest way to inform your persona-creation process. From interviews and surveys to site traffic analysis, you’ll need quantitative and qualitative information on which to base your persona decisions.
- 26. 26 Real name Title/ position Goals/ tasks needed to accomplish Relevant demographic information Problems/ needs/ wants A narrative of the flow of their day Skills Attitudes Environment What’s needed to develop effective personas Tell everyone Marketing team External agencies Creative partners Other departments
- 27. 27 Marketing Digital Brand management Product IP team Legal Dyson web experience stakeholders
- 28.
- 29. 29 Conversations Customer intelligence You need to collect information across channels in one central place Moments of opportunity Identify when its your turn to speak in the conversation.These moment need to be identified throughout the customer engagement lifecycle Automated Interactions The only way to ensure a timely response is to automate the engagement flow, so that relevant offers and content get provided at the height of interest
- 30. 30 “No Snakes, onlyladders” Closing the loop 5-8 years product lifecycle
- 31. 31 Content isstill king, high-value content must be On target, channel appropriate and delivered in real time 360 degree view of customer is critical, past, present and future
- 32. 32 More than anyother factor, engagement is the most accurate predictor of what a customer will do in the future.
- 33.
- 35. 35 Recommendations In beingtimely and relevant, marketers can significantly improve engagement and help prospects move farther along the buying process. 900% Common failures Over simplistic approaches fail with the need to deliver contextually relevant and real time recommendations Pushing complementary products before primary product selection has been made- too eager to sell!
- 36. 36 Focus on convertingthe right things
- 37. 37 Converting…? Open, clicksand traffic show volumes not business objectives delivery There is more to conversions than just a sale, tracking intent and step by step funnels conversations are key to prove success against business objectives and to forecast effectively. Four steps 1. Attraction 2. Two-way Communication 3. Trust Building 4. Commitment
- 38.
- 39. 39 Converting against businessobjectives
- 40.
- 41. 41 Fail Fast Withever more customers relying on online platforms to interact with brands and purchase products the risk of a non-optimised site is the greatest it has ever been, companies need to be able to test, fail fast, optimise, measure, refine and repeat. The past 1. Work with a third party specialist to run a test on a feature/ journey/ page of your site 2. Wait 4-5 weeks for your turn in the queue 3. Run test 4. Ask IT to action the lesson learned, wait for them to schedule the project. 5. Operationalising winner has been shown to be the biggest problem 6. Gain budget approval for another test and start again Now Work with a platform that puts business users, not IT in control Once you start, you need to invest in constant tweaking and optimising, but you will reap big rewards. DA001. #5127 93 sites before, “untestable” Now 1 platform, “we continually test”
- 42. 42 Not just abouttechnology
- 43.
- 45. 45 1. Full Engagement 2.Recommendations 3. Focus on converting the right things 4. Fail Fast 5. More thanTechnology
- 46. 46 One Platform. One Experience.™ Experience Platform™ - create deeply relevant experiences across any channel Experience Database™ – collects all your customers' experience data and connects it to each individual customer
- 47. 47 Sitecore is asingle, connected platform
Editor's Notes
- #13 To change image, right-click image > “Change picture” Image dimensions: 1350px x 975px
- #22 “a man without a smiling face must not open a shop” chinease proverb
- #24 Consistently 1st or 2nd in SEO – the SEO team has grown from one person to 20 in the last four years.
- #29 Must incorporate information that in most cases is spread across multiple silo The ability to weave individual conversation threads across channels to the point of purchased and beyond Everything you learn in one channel – behaviors, job title, interests, attitudes – needs to be accessible in all your other channels so you can continue the conversation wherever it left off. There are three essential elements for creating more natural, deeper conversations with customers: To have intelligent, engaging conversations across channels, you need to follow the rules of natural conversation by keeping track of the context. If you have siloed cha nnels and marketing, the conversation is constantly restarted, rather than being a single conversation that builds on the last interaction.
- #30 Must incorporate information that in most cases is spread across multiple silo The ability to weave individual conversation threads across channels to the point of purchased and beyond Everything you learn in one channel – behaviors, job title, interests, attitudes – needs to be accessible in all your other channels so you can continue the conversation wherever it left off. There are three essential elements for creating more natural, deeper conversations with customers: To have intelligent, engaging conversations across channels, you need to follow the rules of natural conversation by keeping track of the context. If you have siloed cha nnels and marketing, the conversation is constantly restarted, rather than being a single conversation that builds on the last interaction.
- #36 Studies of personalisation have revealed that, when recommendations are made intelligently, those products being recommended can enjoy conversion rates over 900% higher than sitewide averages.
- #38 People start most relationships with little or no engagement, but there is a consistent process we all use to increase engagement. That process goes through
- #39 The Sitecore Experience Platform harnesses all of your customer data, to shape and deliver a unique experience for every one of your customers, across every channel or touchpoint. We do this in the moment – in real time – like a personal conversation. At Sitecore, we have a single, connected platform, that enables you to deliver a uniquely tailored experience to every customer. The Sitecore Experience platform provides you with full control over shaping your customers’ experiences. Manage: from managing how that experience is delivered across multiple touchpoints, Target: how you can identify and pinpoint specific audiences or groups of customers to receive different experiences Measure: the ability to track all this, and identify what interactions provide your organization with the most value Automate: the ability to make this process infinitely repeatable, at scale, for each and every individual customer.
- #40 The Sitecore Experience Platform harnesses all of your customer data, to shape and deliver a unique experience for every one of your customers, across every channel or touchpoint. We do this in the moment – in real time – like a personal conversation. At Sitecore, we have a single, connected platform, that enables you to deliver a uniquely tailored experience to every customer. The Sitecore Experience platform provides you with full control over shaping your customers’ experiences. Manage: from managing how that experience is delivered across multiple touchpoints, Target: how you can identify and pinpoint specific audiences or groups of customers to receive different experiences Measure: the ability to track all this, and identify what interactions provide your organization with the most value Automate: the ability to make this process infinitely repeatable, at scale, for each and every individual customer.
- #42 People start most relationships with little or no engagement, but there is a consistent process we all use to increase engagement. That process goes through
- #44 Big data is amazing, but with enough time and money you can use any data to disprove/ prove a hypothesis……… Pick any number 1-100, you’ve just predicted with more accuracy the increase in flu-like illnesses that will strike America GFI is seen as the shining example of the power of big data- results was accurate 8 times, over 108 week period , sometimes the estimates where double the reality There is no such thing as clean and stable data, data changes in real time and it is a mistake to think otherwise Data collated from multiple sources will show increasing deviation and more inaccuracies It is much better to assume that data has holes and flaws. Instead of tech coming first its critical you consider what you are trying to do, consider the user journeys, use common sense
- #45 Sitecore has carried a number of research projects investigating the strategies organisations are applying to tune into manage the customer experience. From the research data, we have derived an customer experience maturity model. It comprises of 3 main phases of maturity Attract, Convert and Advocate and 7 sub stages from getting started with some basics to building customer lifetime value. Most organisations are at the Attract phase and have got to the stage of aligning their digital marketing plan, with overall marketing plan and then the overall business objectives. Achieving each of these phases has proven to bring about some realy exciting results. Companies who have set up their websites that have automated personalisation and testing have increased their ‘conversions’ by 20%, such a as Easyjet and its only taken a few months to get there. These outcomes are making a significant impact on revenue. When organisations get to the Engage stage, then are really flying, getting that 360 degree realtime view of the customer and then engaging with them with dynamic personlised content across all channels – online and off-line thereby generating conversions. Effective digital marketing can deliver an immediate and measureable ROI! But for many companies they are not there yet and one of the main challenges is this.......
- #47 To change image, right-click image > “Change picture” Image dimensions: 1350px x 975px
- #48 The Sitecore Experience Platform harnesses all of your customer data, to shape and deliver a unique experience for every one of your customers, across every channel or touchpoint. We do this in the moment – in real time – like a personal conversation. At Sitecore, we have a single, connected platform, that enables you to deliver a uniquely tailored experience to every customer. The Sitecore Experience platform provides you with full control over shaping your customers’ experiences. Manage: from managing how that experience is delivered across multiple touchpoints, Target: how you can identify and pinpoint specific audiences or groups of customers to receive different experiences Measure: the ability to track all this, and identify what interactions provide your organization with the most value Automate: the ability to make this process infinitely repeatable, at scale, for each and every individual customer.