Personalisation to improve customer experience
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Transcript of Personalisation to improve customer experience
Steven Cassin Partner Sales Manager, EPiServer
Using Personalisation to Improve Customer Experience
IntroductionHow do we utilise the data we gather from our customer interactions to deliver a better Customer Experience across multiple channels?
What is Customer Experience?Customer Experience Management goes beyond the development of a great user interface and user experience
Traditional User Experience
• User Experience is focused on the ease of use with which users can negotiate content and complete activities in a particular channel
• Often Users are segmented into logical groups or “Personas” and user journeys are planned to match those segmentation groups
Delivering a Great User Experience!
Identifying “The User”
What is Customer Experience?
Customer experience (CX) is the
sum of all experiences a customer
has with a supplier of goods or
services, over the duration of their
relationship with that supplier.
From awareness, discovery,
attraction, interaction, purchase,
use, cultivation and advocacy.
Delivering a Great Customer Experience!
Delivering Great Customer Experience
• Customer Experience should consider also consider automation based on:
– the context in which they are interacting and – the data collated from previous interactions, across
multiple channels
Planning for:The Individual User Profile (stronger the better)+ The Context in Which their Visit is Set= Improved Customer Experience
This is not about
being tracked and
harassed.
This is about being
served
JIM STERNE ON ECONSULTANCY.COM
Digital Channels
we need to
interact within
Internal Data
Sources we should
leverage
In Store
In Print
On Stree
t
Strengthening the Customer Relationship
Prospect
Customer
Satisfied Customer
Loyal Customer
Brand Advocate
Value of the Customer Relationship
Level of
Cust
om
er
Engagem
ent
How do we improve (Digital) Customer Experience?The EPiServer Platform allows us to optimise the Customer Experience in a variety of ways, including Personalisation
Here’s an idea…
Instead of delivering the same web experience to every visitor, why not give each visitor the most relevant, targeted experience possible?
Segmentation and Personalisation
Improving Customer Experience
• Flexible Design Process is a Pre-Requisite
• Segmentation and Personalisation– Logical groups– Individual customers where possible– Context of the visit
• Analytics and iterative improvement
• Address silo’d data by centralisation / openness
• Consistent quality of service and information across channels – traditional website, mobile, social, email, search, customer service, call centre, print, on street etc.
Segmenting interest
into groups based on
information gathered
from activity and
search data... can
increase conversion
rates by up to 500%.
ANDY BETTS ON ECONSULTANCY.COM
The Personalisation Toolkit
EPiServer provides a range of tools and features which enable Marketers to leverage customerKnowledge gained throughMultiple channels and to use this data to enhance the overallCustomer Experience
The Personalisation Toolkit
• Digital Marketing & Digital Sales – Across multiple channels / devices– Across multiple brands– Across multiple markets
• Targeting and Personalisation• Behavioural Search & Merchandising• Measurement & Optimisation Tools• Email & Campaign Management and Marketing Automation
• Integration Services (CRM, ERP, DAM)• Social & Community Development
The EPiServer Approach
Commerce sites
Mobilesites
Socialsites
Websites
Online Center Dashboard
Commerce
Communication
Community
Content
Benefits:• Personalised• Inter-related• Cross-over• Persistent
Integrated:• PIM / ERP• Search &
Merch• CRM• Analytics• Data
CRM Integration – Connection to Additional Channels
Channels
• Cloud-based
EPiServer FindEPiServer Find
Let’s Build!
Start Small
Pick one or two of your low-hanging fruit
• Speed and iteration.
• Don’t even try to get it perfect first time.
• How about this for a start?– ”First time visitors should always be treated like first
time customers”– ”Geography can be a simple start to targeting.”– ”What did they search for on Google before coming to
our site”– “Let’s personalise banner content on 5 key landing
pages”
Develop Personalisation Personas
• Think about the unique needs of different users – existing customers, different demographics, prospects, partners, job-seekers, the press
• Think about the context they may visit your online presence – awareness, research, purchase, customer service, directions etc.?
• and think about how you can use your knowledge about them to serve targeted content
Personas
Use what you know• You probably know more than you think:
•Gender•Age•Birthday....
Profile
•Pages they viewed / E-mails opened•Products they’ve bought•Events they’ve attended
History
•Interests •Level of engagement and sentiment
Community activities
•Gives a good idea of their intentClickstream
•Geography•Company•Industry
IP
Segmentation – Persona’s
Drag and drop criterion
Set parameters for each
Optionally establish points
Goal• First time visitors shall get a good understanding of our offering, and fast!
– Metrics: 25% of all first time visitors shall look at the product introduction video.
• First time visitor shall easily find reference clients
– Metrics: 25% of all first time visitors shall read about a reference client case.
Personalisation
Start with key content blocks and measure impact
Measurement & Optimisation
Measurement & Optimisation
Measurement & Optimisation
Measurement & Optimisation
Next Step
Delve Deeper
38
Explore Mobile
• Adapt to devices• Cross the channel• Understand the context
– Geo-Location– Typical requirements– Recent interactions
• Personalise the content and user journey
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Personalise Social Interactions
The Goal?
The tactics
• Iterative Improvement • Personalise before you have a comprehensive profile
– Start simple
• Look for more intent indicators– Onsite search– Clickstreams– Basket or form abandonment– Social sharing– Reviews and ratings– E-mail clickthroughs
• Test, Measure and Optimise everything....• Consider new ways of gathering even more data…
Branded Communities• “Facebook in a box”
– Member Profiles, Walls, Inbox– Groups– Messaging– Image and Video Galleries– News, Events, Calendars– Blogs, Forums, Editorial– Documents– Collaboration Areas
• Blend published and user generated content
• Data Mining Capability enhances personalised marketing opportunity
“There’s been a 35% increase in unique visitors coming to the site, year-on-year. Online revenues are up too, with an increase of 46%.“
Elliott PritchardNew Media Manager, P&O Cruises
The Challenge
• New to a lot of companies• Unclear ownership and allocation of resource• No clear metrics• IT bottlenecks• Multiple systems• Limited data
• A champion to carry it forward
The Challenge
Start with clear goals and metrics
• Establish these, write them down and get buy-in and involvement from everyone that matters
• Things like:– Boost conversion rate by 40%– Return on investment (ROI) of 50% within six
months– Increase monthly new lead supply by 30%
Assemble the right team
• Web personalisation should be owned by the overall website owner – often marketing – but you’ll also need the involvement of the people who own each important section of the site.
• People like:– The web editors, Community owners, Product
management, Sales, Customer service, Technical support, Human resources…
Use as few software systems as possible
• The Content management System is the logical place for driving personalisation (at least for us)
• Since:– It’s where content lives.– It’s where the day-to-day web editors work.– It controls where your content meets your
customers.– It’s already delivering dynamic pages.– It integrates easily with CRM and other data
sources.
Make the workflow simple• The whole idea behind personalisation is to be responsive to your market. So start simple, learn and refine over time.
• Like this:– Think about your segments– Identify opportunities to personalize– Create a rule– Test it– Go live– Analyse the results, tweak and repeat
Drivers for Perfect Personalisation
• Consent Registration and profile management, social opt-in
• Control
Enable customers to control the level of personalisation
• Context Use device, location, entry point, search term to drive personalisation
• IncentivesTangible benefits for sharing the data you need as well as delivering the personalised experience
Questions & Answers
About EPiServerEPiServer is a software company providing robust, flexible and highly customizable solutions that support and manage the four most important areas of a company's online presence:
Content management;Community and social media; Commerce and; Communication.
About EPiServer
• Delivering online platform software within four main areas:
– Content– Community– Communication– Commerce
• 22,000+ websites are running EPiServer
• 4,500+ customers• 130,000 Content Editors Daily• Profitable since inception in
1994
Socialise
Mobilise
Personalise
The EPiServer Approach
Commerce sites
Mobilesites
Socialsites
Websites
Online Center Dashboard
Commerce
Communication
Community
Content
Benefits:• Personalised• Inter-related• Cross-over• Persistent
Integrated:• PIM / ERP• Search &
Merch• CRM• Analytics• Data
CRM Integration – Connection to Additional Channels
Channels
• Cloud-based
59
User Journey
Get Engaged• Rich media• Context driven• Mobile
Get In Touch• E-mail• Social• Personalized
Get Converted• Registrations• Transactions• Memberships• Customer care
Get visible• Organic Search• Paid Search• Display Ads• Social• Mobile
Get social• Ratings and reviews• Blogs and polls• On site or public
Thank you!
Steven CassinPartner Sales Manager, EPiServer
Skype: [email protected] Phone: 07957 000973