leveraging sitecore to create a completely connected customer experience

Leveraging Sitecore to Create a Completely Connected Customer Experience

Donald DonaisSolutions Architect – Avtex Portals and Customer Experience

Lefteris GrammatasSenior Business Optimization Consultant - Sitecore

Today’s Session

• Understanding Customer Experience Around Portals

• How To Define Customer Experience

• Defining a Customer Experience Roadmap

• How Does Sitecore Work with Customer Experience?

Objectives

UNDERSTANDING CUSTOMER EXPERIENCE AROUND PORTALS

Customer Experience

How Do You Define Customer Experience?

CX Defined

“Customers perceptions and related feelings caused by the one-off and cumulative effects of interactions with supplier's employees, systems and channels or

products”

Customer Interactions

• What is Shaping a Customer Interaction? Modes By Which to Interact Emotions Involved with the Interactions Point of Need/Time

Why Do Customers Leave?

Did You Know?

Of US consumers will abandon an online transaction if their questions or concerns are not addressed quickly.

Purdue University Benchmark

Seek Alternatives

Poor CXPrefer Competitor

Dissatisfied with Products/Service

Move AwayDie

Customer Experience

How Are You Connecting With Your Customers?

The Integrated Customer Experience

It’s about omni channel

It’s not about multi channel

Contact Center

InteractiveVoice

Response Web Mobile Social Email Video Portals Chat Next

…?

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

DEFINING CX FOR YOUR ORGANIZATION

Defining a Persona

• Personas Represent Your Customer

• Activities They May Want To Do• What Interactions Points They

Prefer• How Technically Savvy Are They

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

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

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?

HOW CAN SITECORE WORK WITH CX?

Bring Your Personas To Life

HAROLD

Think WHAT is Relevant WHEN In the User Journey

SBOS Digital Relevancy Map

AWARENESS RESEARCH DECIDE PURCHASEIntention

Customer Intention Capturing Intention

ObjectivesBusiness Objective Customer Objective

MessageTouchpoint Content

IntentionCustomer Intention Capturing Intention

ObjectivesBusiness Objective Customer Objective

MessageTouchpoint Content

HAROLD

FIONA

Capturing Intention

In the 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

Personalize Customer Experience

.. Based On Your Customers InteractionIN

PUT

WebsitesCRMCall CenterCustom DB Social

.. Across Touch PointsIN

PUT

OU

TPU

T

Websites SocialCRMCall CenterCustom DB

Print Website Devices Email/SMS

The Different Flavors of Personalization

RulesAlgorithmicConnected

Predictive

Rules Based Personalization

If …Then ...

Algorithmic Personalization

HAROLD FIONA

VISITOR

Match visitors to pre-defined profiles

Connected Personalization

Omni-channel Coordination

Predictive Personalization

Machine Learning

Measure Personalization on Aggregate Level

Personalization Tracker Experience Intelligence

Measure Personalization on Individual Level

DEMO

• Personalization, Facebook campaign• Creating personas• Applying profiles

Rules Based Personalization: EasyJet

Take the Leap From Your Competitors

“EasyJet has wiped the floor with us..”

Michael O’Leary, Ryanair CEO The Telegraph - Friday 29, November 2013

Predictive Personalization: Australian Super

+300%

Connected Personalization: Leo Pharma

lgr@sitecore.net@lgrammatas

lefterisgrammatas.com

Find Out More Information

Lefteris Grammatas

For More Information About Avtex Customer Experience Consultants

For More Information About How Sitecore Can

Optimize Your Interactions

ddonais@avtex.com@dondonais

http://www.avtex.com/en/Solutions/Customer-

Experience.aspx

Donald Donais