Molding the Customer Experience

http://www.flickr.com/photos/rexroof

Melissa CasburnDirector of User Experience@mcasburn

• Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations

• PresenceCopenhagen, San Francisco, London, Brisbane, Amsterdam, Stockholm and Tokyo

• StabilityProfitable since inception in 1999, same owners, same vision and same technology (.NET)

• CustomersOver 2,000 client installations managing over 24,000 web sites worldwide

• RecognizedGartner 2010 WCM Magic Quadrant “Leader”Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner

• SupportedOver 700 Sitecore Certified Partners worldwide

Darren GuarnacciaSVP Corporate Product Marketing@dguarnaccia

And you are?

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Defining Business Outcomes• We all have business objectives for our website• What’s in it for you?• What are yours?• Do they map to business objectives?

http://www.flickr.com/photos/warholian

Personas separate you from your users.• Creates institutional context• Ties to segmentation strategy• Evolves with ongoing research

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Hey. I’m Mike.

“ambient” data

formal inquiry

company knowledge• focus groups

• interviews• surveys• user testing

• social media• field observations• user-generated content

• customer service interactions• sales interactions• web analytics + search logs

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I’m into skiing. I don’t own a car.

Scenarios Needs & Pain Points Content & Features

Mike has supported alternative transport for years and is proud to claim that he’s never owned a car.

• Peace of mind gained from cutting losses of car ownership in the city and freed-up money

• Peace of mind gained from meeting lifestyle goals as an eco-responsible citizen

• Info detailing financial benefits of no car ownership

• Info detailing environmental and sustainability benefits of car use

Mike doesn’t want his car aversion to result in a sheltered existence – especially since he has dogs.

• Would love to get the dogs out of the city where they could run off-leash

• Trips to the vet and kennel with two large dogs are tricky on mass transit

• Link to FAQ about policies and procedures for having pets in cars

• Car finder w/ fleet info (vehicle size/type)

Sometimes Mike just needs a car.

• Can’t transport big items or get to the mountain on the bus or by bike

• Info detailing reservation system and time advance time requirements

• Car finder w/ cargo info for each vehicle

Mike: Urban HippieI’m an English major.

segment by identity

segment by task

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I just need some shoes.

segment by facet

I’m headed to the mountain.

But will my skis fit?

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“join now” vs. “new features”

“learn more” vs. “invite a friend”

“get the app” vs. “get the upgrade”

“all cars” vs. “specials in your city”

segment by relationship

http://www.flickr.com/photos/warholian

The one size fits all experience no longer works…

Looking Confirming Buying

Pro/consumer Price Products

Understand that everyone’s journey is different

Like Buying a SuitBefore recommending, they learn:

• Style preferences• Typical uses• Budget• Color preferences• etc.

Before you can persuade, you must be able to perceive.

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Customer Intelligence workshop• What is it?

– A process to help you build actionable customer intel– A framework to build on– Defines what you want to know– Maps to website outcomes– Can be used incrementally

• Why use it?– Maps your online customers to outcomes– Gets you “off zero”– Augments work done with Personas

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6-step Process

1. Interviews and brainstorming on customer profiles

2. Refine desired info to categories and attributes

3. Content inventory and profile mapping4. Goal and Scenario analysis 5. Mapping Scenarios to profiles6. Implementation

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Interviews and brainstormingBuild a team of sales and customer service staff and work through the following questions:

What customer information helps you win business?• Business drivers• Pressure points• Segments and needs• Roles• Problems and solutions• Feature mapping• Objection handling• Competitive positioning

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Developing categories and attributes

Once you know what you want to know:– Look for patterns– Prioritize – Build categories– Define attributes– Quantify attributes– Populate workbook

Refine desired info to categories and attributes

Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

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Inventory mapping• Catalogue all content• Describe all content• Label categories and attributes • Map content attributes• Look for holes• Fill the gaps (or how you plan to)• Score the content

Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

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Categorizing Visitors in Real Time

Home

Products

Prices

Store locations

Technical sheets

Consulting Services

Case studies

Whitepapers

Title One

Title Two

Employment Opportunities

Job Two

Job Two

Persona Score

Near-term 22

Long-term 15

Job-seeker 0

Competition 0

Persona Score

Near-term 1

Long-term 3

Job-seeker 17

Competition 0

Persona Score

Near-term 8

Long-term 20

Job-seeker 0

Competition 0

Home

Products

Prices

Store locations

Technical sheets

Consulting Services

Case studies

Whitepapers

Title One

Title Two

Employment Opportunities

Job Two

Job Two

Home

Products

Prices

Store locations

Technical sheets

Consulting Services

Case studies

Whitepapers

Title One

Title Two

Employment Opportunities

Job Two

Job Two

Home

Products

Prices

Store locations

Technical sheets

Consulting Services

Case studies

Whitepapers

Title One

Title Two

Employment Opportunities

Job Two

Job Two

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Goals and Scenario analysis1. List your site goals2. Map goals to scenarios3. Break scenarios down into steps4. Label categories and attributes5. Map steps to categories and attributes

Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

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Next StepsWhat’s the finished product?

– A roadmap of what scenarios and content are most relevant to different visitors

– Set of meaningful customer behaviour for targeting

– Rich segmentation data– Detailed profiles are also now being generated

that are relevant to sales teams and customer service

Blackmores

Blackmores: Tracking

Blackmores: Staying relevant

Blackmores: Targeting

I used to ski, but now I’m into hockey.

http://www.flickr.com/photos/allaboutchase/

Questions?

Darren GuarnacciaSenior VP of Product Marketing, Sitecoredg@sitecore.net@dguarnaccia

Melissa CasburnDirector of User Experience, ISITE Designmcasburn@isitedesign.com@mcasburn

Download the workbook from: www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx