2) how charities can harness the power of personalisation - emerging digital trends &...
TRANSCRIPT
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David SigersonSitecore Business Optimisation Services
How charities can harness the power of Personalisation
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The Experience
How Sitecore enables personalisation
Why Personalisation is needed and How to do it
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The Experience
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The Age of the Customer
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Regular Giving
Volunteering Events Advocacy Shop Appeals
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Customer Experience
ConnectedDis-
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Regular Giving
Volunteering Events Advocacy Shop Appeals
CRM
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Feedback from Sitecore Charity Roundtable 2014
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Get into my circle of trust
I need information
Tell me a story
Give me something back
Don’t saturate me with suffering
Make me feel at home
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How Sitecore enables organisations to personalise
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Sitecore Experience Platform – layer model
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Problem: Data is spread across the organization
Apps
CRMSocialMedia
Customer Support
Website
POS
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Problem: Data is spread across the organization
CRMSocialMedia
Customer Support
Website
POS Apps
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xDB was built specifically for Customer Experience data
CRMSocialMedia
Customer Support
Website
POS AppsxDB
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This is the beginning…
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Paint by Numbers Approach
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The holy grail – your customer (Sitecore xDB)
Social Connect
Form Data
ContentProfiling
ContactUnknown CustomerOutcomes
CRMCustom Tabs
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Why Personalisation is needed and How to do it
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Average conversion lift by using personalization
+19%Source: The Realities of Online Personalization, eConsultancy April 2013
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Insights – Perception of Personalization
When consumers were asked to select which marketing channels were the most valuable for making purchasing decisions, they indicate personalization provides value.
“Although virtually all companies surveyed consider website personalization (a new option for this year’s survey) to be valuable, only a fifth currently use it to improve conversion rates.”
Econsultancy Conversion Rate Optimization Report 2013
“74 percent get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests.”
Harris Interactive, 2013 US consumers
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Mary Berry recipe for Personalisation
Step 1
Don’t mess up the first interaction
Step 2
Make the next interaction
better by leveraging what you know
Step 3
Repeat step 2
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Two types of personalisation
Promotional
(convert)
Operational
(improve UX)
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Full-on Personalization Does Not Look Completely Different
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What does “We need more relevant content” actually mean?
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“In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.”
Steve Krug, Don’t make me Think
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Is there clear purpose to your online experience?
Do you puke options at the visitor?
Does your homepage/landing page make it look like you don’t know what the visitor needs?
Click icon to add picture
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“It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.”
Steve Krug, Don’t make me Think
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Retain
Acquire
Purchase / Transaction
Volume of customers
Aid focus
Support & Converse
Identify needConver
tGain trust
What are the actions your visitors are taking?
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“It appears to be a feature of System 1 [fast, autonomous thinking] that cognitive ease is associated with good feelings.”Daniel Kahneman, Thinking Fast
and Slow
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Sitecore UK Charity/Not-for-Profit Customers
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To empower organizations to build the effective meaningful relationships that win customers
for life
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If you want to learn more about improving donator experience via better personalisation…
Email me: [email protected]
www.Sitecore.net
www.connecttheexperience.com