sitecore "own the experience" - it's worth it
TRANSCRIPT
Presented by Stuart Castle
“Own the Experience” – it’s worth it
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Sitecore® Experience Platform™
Core experience functionality usesSitecore AIDA® technology
One connected experience across channels
Connected experience data builds individual profiles
Backend connections
Simplified experience management
Operates in 50 countries with £1b+ revenue
Previously custom CMS managed 90 separate sites that allowed no local control
Objective was to provide a world-class user experience; select the right product for their needs; purchase a product (either directly or indirectly) and receive customer support
Results:
Huge time savings on roll out of new sites, new functionality and new product lines
Cloning allows global content creation with regional autonomy
Rapid mobile rollout
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Appliances Online (ao.com)
Overview – “how a £1 bet became a £1bn business”
• Captured 24% of white goods market but amid strong competition, took £86m on one day in 2014
• Recognised that the market wasn’t customer-focused in providing online service and information
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
Result
• 40% annual revenue growth for 2013
• 1m fans on Facebook
• 40% increase in video views
who we are
+750 employees
50countries
24awards
years in business
4000customers
9000developers
1000partners
1solution
Magic TouchesImmersive digital experiences
Brilliant Basics
Sitecore provide
Platform and Tools
Partners provide the
craft
Online with a difference
=
Strong PerformerThe Forrester Wave™: Web Content Management For Digital Customer
Experience, Q2 2013
Leader2014 Gartner Magic Quadrant Report on Web Content Management
Visionary2012 Gartner Magic Quadrant Report on CRM Multichannel Campaign
Management
Sitecore’s Market Position
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7,500 UK consumers rate the customer experience of over 250 brands
Benchmarked on 6 pillars:
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“Own the Experience” – it’s worth it
Advocates are 5.2 times more likely to buy
Quality digital experiences matter
Immediate, relevant, predictive
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What are CEO’s focused on?
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89% of company respondents and 96% of agencies believed that a great customer experience is a key requirement for driving brand loyalty, a central pillar of sustainable customer lifetime value.
eConsultancy: Customer Lifetime Value, Building loyalty and driving revenue in the digital age 2014
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33% say Personalisation is the one feature they would ‘add to their CMS right now’.
Econsultancy From CM to Customer Experience Mgmt, May 2013
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Yet only 11% strongly agreed that they were able to measure it.
Furthermore, only 6% of agencies strongly agreed that their clients had a handle on measurement.
eConsultancy: Customer Lifetime Value, Building loyalty and driving revenue in the digital age 2014
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Through 2014, marketing organizations that utilize inbound and event-triggered techniques will see a 600% higher response rate.
Gartner 2014
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Triggered email messages get 119% higher click-through rates than "business as usual" messages.
The Direct Marketing Association‘s Email Experience Council, in conjunction with Epsilon - 2012
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Of those claiming a return 80% reported ROI in less than one year, and 44% reported ROI in less than six months.
(ROI on Engagement Automation)
Econsultancy - Marketing Automation Trends Briefing, Digital Cream London 2013
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WebEmailSocial
EverywhereWalk into your shop
Go to your Website @message you
e-mail customer service e-mail sales
Leave comment on your Facebook wallSend you a text message
Drive past your shopSit on a bus looking at your Ad
Talk to a partner
Click on an e-mail linkFriend of an employee
Where do you engage with your customers?
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Digital
touchpoints
Physical
touchpoints
Its complex
AWARENESS CONSIDERATION ACTION SERVICE LOYALTY
TV
Radio
Outdoor
PR Word
of mouth
Direct mail Store Call center Call center IVR Promotion
on invoice
Online Ads
Viral
Digital
billboards SearchLanding
page Blog
3rd Party
sites Website Mobile IM/Chat Blog Email Newsletter
Managed touchpoint
Unmanaged touchpoint
Customer 3Customer 2Customer 1
Decisions Are Not Made in Straight Lines
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Data is held at visitor level. More data = more targeting power
Campaign
IP address
IP Owner
Access level
Content interest
Keywords
Country
Region
Referrer
Device
Level of engagement
Visit number
Pages visitedPattern match
Goals triggered
Automation stateSocial data
Out of the box
Configuration
Progressive configuration
Pattern examples
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PPC
100
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View product sheet
Register
Complete quote
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Organic Search
Email “newsletter”
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50
100
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50175
75100150250
Engagement Value Points Accumulate Only at Transaction Points
xDB was built specifically for Customer Experience data
CRMSocialMedia
Customer Support
Website
POS AppsxDB
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Workshop Introduction
• Split in to groups• Pick a website within your group• Explore;• What could you make better through implicit personalisation• What could be implemented through learning
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Workshop Introduction
Let us first look at personalisation in action!
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Workshop Introduction
• Split in to groups• Pick a website within your group• Explore;• What could you make better through implicit personalisation• What could be implemented through learning