sitecore "own the experience" - it's worth it

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

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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

Print

Outdoor

PR Word

of mouth

Direct mail Store Call center Call center IVR Promotion

on invoice

Online Ads

Viral

email

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

25

50

View product sheet

Register

Complete quote

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Organic Search

Email “newsletter”

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25

50

100

25

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