beyond personalisation: the customer conversation with sitecore

Beyond Personalisation:

The Customer Conversation

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Webinar details

To empower organizations

to build the effective

meaningful relationships

that win customers for life.

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 4

WEBSITES BRANDS EMPLOYEES

PARTNERS DEVELOPERS COUNTRIES

Speaker

Charles Bell Head of Sales Engineering, Sitecore UK

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© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

• Find your voice, find your content strategy.

• What do we mean by personalisation?

• Understanding goals, profiling, and rule-based personalisation.

• Omnichannel context is everything.

• Why aggregators win.

• The customer conversation.

Webinar overview

Find your voice, find your content strategy

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© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

• Defining a content strategy is impossible if you don’t know what you want to say.

• Defining a content strategy is impossible if you don’t have the means to say it.

• Thinking of a content strategy in terms of content frequency might be missing opportunities to delight customers.

• Don’t let Search Engine Optimisation fears constrain your voice.

Find your voice

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Content Strategy Types

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 10

Content Strategy Types

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 11

Content Strategy Types

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

Or: what does personalisation mean to you?

• If we know where you are we can give you locally relevant content

• If we know what you are interested in we can give you relevant content

• If you’ve completed a call to action we can help with a next best action

• If you’re in a particular part of a journey we can surface relevant content

• If you’re in a phase of an engagement plan we can give you relevant content

• If you’re known to us we can use CRM data to determine which content to show you.

• Etc….

What do we mean by personalisation?

Thinking about personalisation in those terms quickly becomes overwhelming and a

major blocker to getting started.

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

• Should I have my site in different languages?

• Should I personalise based on location (GeoIP)?

• If I know, or can figure out, how my customers segment, should I do something about that?

• DRY – don’t repeat yourself.

Your content strategy drives personalisation must haves

Understanding Goal, Profile, and Rule-based

Personalisation

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© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 16

Goal-based personalisation

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 17

Goal-based personalisation

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 18

Persona-based personalisation

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 19

Persona/profile based personalisation

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

• GeoIP

• Repeat visitor

• Page has been visited

• User is logged in

• …

Advice: Use rules to get quick wins and to leverage personalisation for little-to-no effort.

Rule-based personalisation

Omnichannel Context is Everything

The omnichannel mindset

Stop thinking in terms of channels. Start thinking in terms of

consistent experience.

Don’t silo your content. Do approach your content creation with the

broadest possible reach.

Why aggregators win

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

• Aggregators have no product, so they seek to own the sale.

• They look beyond the first sale, and how to establish a relationship.

• They use personalisation to great effect, and test everything.

• They are great at establishing niche capabilities and expanding.

• They constantly seek to minimise the amount of work you have to do.

The forefront of the customer conversation

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 25

“Let’s got to Madrid next weekend”

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 26

On the other hand…

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 27

And…

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners. 28

Where are you now?

© 2001-2016 Sitecore Corporation A/S. All rights reserved. Sitecore® and Own the Experience® are registered trademarks of Sitecore Corporation A/S. All other brand and product names are the property of their respective owners.

• Discover how Sitecore can help you find your voice.

• Discover how the Sitecore Experience Platform and Sitecore Experience Commerce can give you the tools to unlock your strategy.

The customer conversation – next steps

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