leveraging sitecore to create a completely connected customer experience
DESCRIPTION
Discover how to interconnect data and create marketing awareness for an improved CX with SitecoreTRANSCRIPT
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
[email protected]@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
[email protected]@dondonais
http://www.avtex.com/en/Solutions/Customer-
Experience.aspx
Donald Donais