Steven Cassin Partner Sales Manager, EPiServer

Using Personalisation to Improve Customer Experience

IntroductionHow do we utilise the data we gather from our customer interactions to deliver a better Customer Experience across multiple channels?

What is Customer Experience?Customer Experience Management goes beyond the development of a great user interface and user experience

Traditional User Experience

• User Experience is focused on the ease of use with which users can negotiate content and complete activities in a particular channel

• Often Users are segmented into logical groups or “Personas” and user journeys are planned to match those segmentation groups

Delivering a Great User Experience!

Identifying “The User”

What is Customer Experience?

Customer experience (CX) is the

sum of all experiences a customer

has with a supplier of goods or

services, over the duration of their

relationship with that supplier.

From awareness, discovery,

attraction, interaction, purchase,

use, cultivation and advocacy.

Delivering a Great Customer Experience!

Delivering Great Customer Experience

• Customer Experience should consider also consider automation based on:

– the context in which they are interacting and – the data collated from previous interactions, across

multiple channels

Planning for:The Individual User Profile (stronger the better)+ The Context in Which their Visit is Set= Improved Customer Experience

This is not about

being tracked and

harassed.

This is about being

served

JIM STERNE ON ECONSULTANCY.COM

Digital Channels

we need to

interact within

Internal Data

Sources we should

leverage

In Store

In Print

On Stree

t

Strengthening the Customer Relationship

Prospect

Customer

Satisfied Customer

Loyal Customer

Brand Advocate

Value of the Customer Relationship

Level of

Cust

om

er

Engagem

ent

How do we improve (Digital) Customer Experience?The EPiServer Platform allows us to optimise the Customer Experience in a variety of ways, including Personalisation

Here’s an idea…

Instead of delivering the same web experience to every visitor, why not give each visitor the most relevant, targeted experience possible?

Segmentation and Personalisation

Improving Customer Experience

• Flexible Design Process is a Pre-Requisite

• Segmentation and Personalisation– Logical groups– Individual customers where possible– Context of the visit

• Analytics and iterative improvement

• Address silo’d data by centralisation / openness

• Consistent quality of service and information across channels – traditional website, mobile, social, email, search, customer service, call centre, print, on street etc.

Segmenting interest

into groups based on

information gathered

from activity and

search data... can

increase conversion

rates by up to 500%.

ANDY BETTS ON ECONSULTANCY.COM

The Personalisation Toolkit

EPiServer provides a range of tools and features which enable Marketers to leverage customerKnowledge gained throughMultiple channels and to use this data to enhance the overallCustomer Experience

The Personalisation Toolkit

• Digital Marketing & Digital Sales – Across multiple channels / devices– Across multiple brands– Across multiple markets

• Targeting and Personalisation• Behavioural Search & Merchandising• Measurement & Optimisation Tools• Email & Campaign Management and Marketing Automation

• Integration Services (CRM, ERP, DAM)• Social & Community Development

The EPiServer Approach

Commerce sites

Mobilesites

Socialsites

Websites

Online Center Dashboard

Commerce

Communication

Community

Content

Benefits:• Personalised• Inter-related• Cross-over• Persistent

Integrated:• PIM / ERP• Search &

Merch• CRM• Analytics• Data

CRM Integration – Connection to Additional Channels

Channels

• Cloud-based

EPiServer FindEPiServer Find

Let’s Build!

Start Small

Pick one or two of your low-hanging fruit

• Speed and iteration.

• Don’t even try to get it perfect first time.

• How about this for a start?– ”First time visitors should always be treated like first

time customers”– ”Geography can be a simple start to targeting.”– ”What did they search for on Google before coming to

our site”– “Let’s personalise banner content on 5 key landing

pages”

Develop Personalisation Personas

• Think about the unique needs of different users – existing customers, different demographics, prospects, partners, job-seekers, the press

• Think about the context they may visit your online presence – awareness, research, purchase, customer service, directions etc.?

• and think about how you can use your knowledge about them to serve targeted content

Personas

Use what you know• You probably know more than you think:

•Gender•Age•Birthday....

Profile

•Pages they viewed / E-mails opened•Products they’ve bought•Events they’ve attended

History

•Interests •Level of engagement and sentiment

Community activities

•Gives a good idea of their intentClickstream

•Geography•Company•Industry

IP

Segmentation – Persona’s

Drag and drop criterion

Set parameters for each

Optionally establish points

Goal• First time visitors shall get a good understanding of our offering, and fast!

– Metrics: 25% of all first time visitors shall look at the product introduction video.

• First time visitor shall easily find reference clients

– Metrics: 25% of all first time visitors shall read about a reference client case.

Personalisation

Start with key content blocks and measure impact

Measurement & Optimisation

Measurement & Optimisation

Measurement & Optimisation

Measurement & Optimisation

Next Step

Delve Deeper

38

Explore Mobile

• Adapt to devices• Cross the channel• Understand the context

– Geo-Location– Typical requirements– Recent interactions

• Personalise the content and user journey

39

Personalise Social Interactions

The Goal?

The tactics

• Iterative Improvement • Personalise before you have a comprehensive profile

– Start simple

• Look for more intent indicators– Onsite search– Clickstreams– Basket or form abandonment– Social sharing– Reviews and ratings– E-mail clickthroughs

• Test, Measure and Optimise everything....• Consider new ways of gathering even more data…

Branded Communities• “Facebook in a box”

– Member Profiles, Walls, Inbox– Groups– Messaging– Image and Video Galleries– News, Events, Calendars– Blogs, Forums, Editorial– Documents– Collaboration Areas

• Blend published and user generated content

• Data Mining Capability enhances personalised marketing opportunity

“There’s been a 35% increase in unique visitors coming to the site, year-on-year. Online revenues are up too, with an increase of 46%.“

Elliott PritchardNew Media Manager, P&O Cruises

The Challenge

• New to a lot of companies• Unclear ownership and allocation of resource• No clear metrics• IT bottlenecks• Multiple systems• Limited data

• A champion to carry it forward

The Challenge

Start with clear goals and metrics

• Establish these, write them down and get buy-in and involvement from everyone that matters

• Things like:– Boost conversion rate by 40%– Return on investment (ROI) of 50% within six

months– Increase monthly new lead supply by 30%

Assemble the right team

• Web personalisation should be owned by the overall website owner – often marketing – but you’ll also need the involvement of the people who own each important section of the site.

• People like:– The web editors, Community owners, Product

management, Sales, Customer service, Technical support, Human resources…

Use as few software systems as possible

• The Content management System is the logical place for driving personalisation (at least for us)

• Since:– It’s where content lives.– It’s where the day-to-day web editors work.– It controls where your content meets your

customers.– It’s already delivering dynamic pages.– It integrates easily with CRM and other data

sources.

Make the workflow simple• The whole idea behind personalisation is to be responsive to your market. So start simple, learn and refine over time.

• Like this:– Think about your segments– Identify opportunities to personalize– Create a rule– Test it– Go live– Analyse the results, tweak and repeat

Drivers for Perfect Personalisation

• Consent Registration and profile management, social opt-in

• Control

Enable customers to control the level of personalisation

• Context Use device, location, entry point, search term to drive personalisation

• IncentivesTangible benefits for sharing the data you need as well as delivering the personalised experience

Questions & Answers

About EPiServerEPiServer is a software company providing robust, flexible and highly customizable solutions that support and manage the four most important areas of a company's online presence:

Content management;Community and social media; Commerce and; Communication.

About EPiServer

• Delivering online platform software within four main areas:

– Content– Community– Communication– Commerce

• 22,000+ websites are running EPiServer

• 4,500+ customers• 130,000 Content Editors Daily• Profitable since inception in

1994

Socialise

Mobilise

Personalise

The EPiServer Approach

Commerce sites

Mobilesites

Socialsites

Websites

Online Center Dashboard

Commerce

Communication

Community

Content

Benefits:• Personalised• Inter-related• Cross-over• Persistent

Integrated:• PIM / ERP• Search &

Merch• CRM• Analytics• Data

CRM Integration – Connection to Additional Channels

Channels

• Cloud-based

59

User Journey

Get Engaged• Rich media• Context driven• Mobile

Get In Touch• E-mail• Social• Personalized

Get Converted• Registrations• Transactions• Memberships• Customer care

Get visible• Organic Search• Paid Search• Display Ads• Social• Mobile

Get social• Ratings and reviews• Blogs and polls• On site or public

Thank you!

Steven CassinPartner Sales Manager, EPiServer

Skype: stevencassinsteven.cassin@episerver.com Phone: 07957 000973