Harnessing the power of your organization’s channels

Sitecore Federated

Experience Manager

Harnessing the power of your

organization’s channels

Jonathan Vardy | Sitecore Practice Lead

jonathan.vardy@avanade.com

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

Sitecore and Avanade:Together powering our customers 15 Sitecore Azure

deployments

60Customers Countries with one or

more implementation

State of the Customer Experience Union

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.

A step back: why customer experience matters

Differentiation based on price and product has become exceedingly more

difficult:

New product features can be leapfrogged by competitors easier than

Competition on price affects profitability

On the other hand, there’s tangible business value in differentiating on

customer experience

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

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

What defines customer experience?

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

What drives an effective customer experience

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”

But is it really that easy?

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

How often do you start with no technical legacy?

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?

How do you balance your investments and effort?

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

Enter Sitecore Federated Experience Manager (FXM)

Simply put,

FXM allows Sitecore functionality to be integrated across non Sitecore-

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

FXM allows you to

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

The two things you need to get started

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.

Demonstration Setup

For demonstration we have a Magento-based store

… and a blank WordPress template

Getting Started – Tracking Non-Sitecore Sites

From the Sitecore Launchpad we access FXM

From the dashboard we add new websites to track

Sites with the beacon script installed can be added

Sites are added based on their domain names

The site has been added and can now be enhanced

Visits are now automatically tracked

…giving us a complete view of the customer

…and consolidating the data into Sitecore’s Analytics

Next Up – Enhancing Non-Sitecore Sites

The Experience Editor is enabled on the external pages

We first define the scope of our actions with Page Filters

Then to modify content, we add a Placeholder

We select the content we would like to replace…

…choose the name and scope for the Placeholder

…choose the component we would like to insert

…and the datasource for the component

The existing content is replaced with the new content

The last step is to publish the changes

Here’s the before …

… and the after

Content in placeholders can also be modified directly

Next Up – Profiling Content

First we need to create Profile and Pattern Cards

We then add Page Filters for each page that we

want to profile

If we want to also profile the child pages, we can

expand the scope

… and assign the Profile Cards related to this page

After a new visitor visits the profiled pages

…Profile Patterns automatically match a user to a profile

Next Up – Tracking Actions

We choose the option to Capture a Click Action

…then select the button that we would like to capture

… choose the scope (this page or the entire website)

… and select the event that we want to trigger

Resulting in events being tracked in Sitecore

Finally – A/B Testing & Personalization

Placeholders allow the option of enabling A/B testing

… just like we have in a normal Sitecore site

Personalization works much in the same fashion

We select the component

… add a variation

… set up the rule

… and that’s it

If we now click on Home and Decor often enough

…the promotions will switch to Home and Decor

In summary

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

Thank you!

Harnessing the power of your organization’s channels

Technology

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