harnessing the power of your organization’s channels
TRANSCRIPT
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© Copyright 2015 Avanade Inc. All Rights Reserved.
Sitecore Federated
Experience Manager
Harnessing the power of your
organization’s channels
Jonathan Vardy | Sitecore Practice Lead
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© Copyright 2015 Avanade Inc. All Rights Reserved.
Sitecore workforce(includes Digital Strategists, Business Analysts, Designers, Developers, System Admins, etc.)
1,300+
Sitecore
Site of the Year Awards
7 User Experience
Manufacturing, Automotive,
Technology Site
Education, Media, Advertising Site
Azure Site2013 North America
Site of the Year
Business Transformation
Medical & Healthcare Site 6
Sitecore Global Delivery Centers
450Sitecore Certified developers
GlobalSitecore MVPs
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Sitecore and Avanade:Together powering our customers 15 Sitecore Azure
deployments
60Customers Countries with one or
more implementation
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© Copyright 2015 Avanade Inc. All Rights Reserved.
State of the Customer Experience Union
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Customer experience has become an critical differentiator in today’s competitive global marketplace.
An effective customer experience is based on consistent, relevant and personalized brand experiences across all channels.
But the large number of channels, platforms, and fragmented datasources make it difficult to ensure a consistent experience across all channels.
Marketers are looking for solutions that will bridge these gaps.
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A step back: why customer experience matters
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Differentiation based on price and product has become exceedingly more
difficult:
New product features can be leapfrogged by competitors easier than
ever
Competition on price affects profitability
On the other hand, there’s tangible business value in differentiating on
customer experience
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A step back: why customer experience matters
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80% of U.S. consumers would pay more for
a product or service to ensure a superior
customer experience
Only 1% of consumers feel their
expectations for good customer experience
are always met
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© Copyright 2015 Avanade Inc. All Rights Reserved.
A step back: why customer experience matters
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Global executives say the cost of not
providing a positive, consistent, and brand
relevant experience is 20% of total revenue
89% say they have switched business to
a competitor due to poor customer
experience
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What defines customer experience?
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Customer experience is defined as the sum of all interactions a customer
has with your company, goods or services. It reflects both their conscious
and subconscious perception of your company.
These interactions include all your channels, like your extranet, store,
tablet and mobile app, blog, social channels, partner sites and more.
It is important to speak a consistent message
And to listen to customer on all channels, to understand what they
really want
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What drives an effective customer experience
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The three key requirements are:
1. Understand the customer lifecycle by creating and maintaining
complete customer profiles
2. Personalize customer interactions
3. Deliver the right information to the right place at the right time
At this point, you may be thinking: “I know this, that’s why I’m looking at a
customer experience management solution”
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But is it really that easy?
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If you are implementing in a greenfield environment, yes…
but, you are likely in this session for one or more of the following reasons:
Your organization has multiple brands, or is acquiring new brands
Your organization interacts with your customers over many touch points
You are in the process of migrating your online channels to Sitecore
If so, chances are high that you have a diverse technology landscape
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How often do you start with no technical legacy?
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Perhaps you have a company blog running on WordPress, an extranet
running on SharePoint, an Android and iPhone mobile app and a web shop
running on Magento.
Maybe your organization has just acquired a new company and their
websites are running on Umbraco or Drupal.
Perhaps you are in the progress of migrating your websites to Sitecore.
With all these channels and systems,
How do you gain insight into your customers’ behavior?
How do you ensure a consistent and relevant experience and message?
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How do you balance your investments and effort?
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Ideally, we move all of this to one platform but realistically, we have
budgets, limited staff, deadlines and other constraints to content with.
Perhaps you can’t wait to consolidate the new brands on your existing
platform
Maybe you don’t want to reinvest in the migration of perfectly fine
systems
Likely you don’t own or control all of the channels that you are present
on
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Enter Sitecore Federated Experience Manager (FXM)
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Simply put,
FXM allows Sitecore functionality to be integrated across non Sitecore-
sites
Enabling you to track, profile and personalize websites and
applications that do not run on Sitecore
Driving a consistent experience across an entire portfolio of previously
disconnected websites
Using the tools you are used to from Sitecore
All by embedding just one line of code
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© Copyright 2015 Avanade Inc. All Rights Reserved.
FXM allows you to
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Add, replace and manage content
Track and measure interactions
Assign profile values to content
Personalize content
Perform A/B testing
Trigger goals, events and engagement plans
Create a single view of customer interaction with the Sitecore xDB and xFile
All across multiple channels, brands, sites, touch points
All with the convenience of the Sitecore Page/Experience Editor
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The two things you need to get started
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1. The right Sitecore version:
Available for Sitecore versions 7.2 and 7.5 as a separate module
Standard in Sitecore 8, with additional features
2. Access to the non-Sitecore site, allowing you to embed the Beacon
script
It’s similar in approach to Google Analytics Tag Manager and therefore
something that should be easily integrated in the majority of today’s
systems.
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Demonstration Setup
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For demonstration we have a Magento-based store
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… and a blank WordPress template
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Getting Started – Tracking Non-Sitecore Sites
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From the Sitecore Launchpad we access FXM
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From the dashboard we add new websites to track
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Sites with the beacon script installed can be added
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Sites are added based on their domain names
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The site has been added and can now be enhanced
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Visits are now automatically tracked
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…giving us a complete view of the customer
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…and consolidating the data into Sitecore’s Analytics
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Next Up – Enhancing Non-Sitecore Sites
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The Experience Editor is enabled on the external pages
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We first define the scope of our actions with Page Filters
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We first define the scope of our actions with Page Filters
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Then to modify content, we add a Placeholder
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We select the content we would like to replace…
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…choose the name and scope for the Placeholder
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…choose the component we would like to insert
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…and the datasource for the component
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The existing content is replaced with the new content
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The last step is to publish the changes
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The last step is to publish the changes
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Here’s the before …
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… and the after
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Content in placeholders can also be modified directly
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Content in placeholders can also be modified directly
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Content in placeholders can also be modified directly
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Next Up – Profiling Content
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First we need to create Profile and Pattern Cards
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We then add Page Filters for each page that we
want to profile
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If we want to also profile the child pages, we can
expand the scope
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… and assign the Profile Cards related to this page
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After a new visitor visits the profiled pages
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…Profile Patterns automatically match a user to a profile
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Next Up – Tracking Actions
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We choose the option to Capture a Click Action
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…then select the button that we would like to capture
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… choose the scope (this page or the entire website)
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… and select the event that we want to trigger
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Resulting in events being tracked in Sitecore
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Finally – A/B Testing & Personalization
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Placeholders allow the option of enabling A/B testing
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… just like we have in a normal Sitecore site
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… just like we have in a normal Sitecore site
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… just like we have in a normal Sitecore site
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Personalization works much in the same fashion
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We select the component
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… add a variation
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… set up the rule
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… and that’s it
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If we now click on Home and Decor often enough
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…the promotions will switch to Home and Decor
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In summary
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Sitecore Federated Experience Manager broadens your reach across non-
Sitecore sites, enabling you to
track how customers interact with your content
deliver consistent and personalized experiences
with a minimal technical investment
In effect: removing the blind spots for marketers
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Thank you!