Ratio Partners - Getting Started with Sitecore Personalisation

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Getting started with web personalisation

Presented by: Steve Renshaw : Managing Partner : Ratio Partners

www.ratiopartners.co.uk

About Ratio and SitecoreRatio Partners

We are Ratio, the customer experience specialists.

With several years of experience working agency, client and software side, we are passionate about increasing our clients’ digital maturity by bringing together strategy and technology to deliver relevant and meaningful user experiences that relate directly back to your business metrics, using the Sitecore platform.

Sitecore

Sitecore is the global leading Experience Management platform, with several thousand customers and hundreds of delivery partners, as well as featuring as leaders in Gartner Magic Quadrant and Forrester reports for web content management and digital experiences year after year.


What is personalisation?

Delivering the most relevant experience at the right time

in the right context

…to create customers for life


What isn’t personalisation?

Upsell Upsell Upsell!


Why is personalisation critical to your business?

By 2017, 50% of product investment projects will be redirected to customer experience innovations.Gartner

By 2020, customer experience will overtake price and product as the key brand differentiator.Walker Info

Loyal customers are 5x as likely to repurchase, 5x as likely to forgive, 7x as likely to try a new offering, and 4x as likely to refer.Temkin Group

89% of marketing leaders expect to compete primarily on the basis of customer experience by 2016, as compared with 36% four years ago.Gartner


Let’s not forget the customer

78% of British respondents would be more likely to buy from retailers if they were served with targeted, relevant offersInfosys survey of 5,000 consumers

Delighting customers doesn’t build loyalty; reducing their effort - the work they must do to get their problem solved - doesCEB


Personalisation is central to Customer Experience

“I don’t want a relationship with my bank; I have a relationship with my wife and family. I want efficient service from my bank” “I hate it when I’ve visited a retail site

and I’m bombarded with adverts from them every time I check my email for a fortnight afterwards”

Customers want personalisation on their own terms, not yours


How can we personalise to users?

Device LocationContent

consumption

Goals Triggered # Visits Demograp

hic

Purchases Spend Search

And much more….


And through which channels?

Website Mobile site Phone

Email Print In-store

Face-to-Face App


Data is keyWeb

Email

CRM

Call Centre

Social

Sales Teams

Data


Designing a personalisation strategy

A successful personalisation strategy needs to be treated as a project

Preparation Scoping Build & Deploy Measurement & Optimisation

A solid foundation grounded in data, planning and benchmarking


Do your prep – ask yourself these questions?

• Do we have analytics set up and do we really understand what it’s telling us?

• Have we defined the business metrics we’re trying to influence?

• Do we know who the right stakeholders are and can they effect change?

• Do we understand our technology landscape?

• Do we know our audience types, their journeys and their touchpoints with us?

• What skills do we have or what resources might we need?


It started with a KPI…Strategic theme

Business objectiv

eDigital goal

Digital goal

Business objectiv

eDigital goal

Digital goal

Business objectiv

eDigital goal

Digital goal

To be the number one retail bank in the UK

Increase ISA opened accounts & value

Decrease manual processing timeIncrease ISA lead form

conversions

Increase brochures downloaded

Provide more data with leads


Set your benchmarks

• Increase ISA lead form conversions by 2% in three months

• Increase brochures downloaded by 5%

• Provide more data with leads (qualitative) – provide high/med/low value based on behaviour in 6 months

NOT ALL KPIs WILL BE INSTANTLY ACHIEVABLE• Use Google Analytics or platform/other stats to set current versus target• There are no hard and fast rule for setting KPIs for personalisation • Some KPIs may be more qualitative than quantitative but impact higher up the chain• …so get business metrics wherever possible and always try to relate it back

• Value of opened ISA accounts directly attributable to digital rose by £600,000 over three months

• Decrease manual processing time by 160 hours, £2k efficiency saving

• Project cost £20k


Getting the stakeholder mix right – why and who?

• Personalisation is a new concept• Politics of ownership, especially on key channels and pages• Ability to define and measure against key metrics• Process and cultural change• Budget, time and resources• Other project priorities

Stakeholder involvement will float or sink a project – show them value

CMO/Marketing CDO/Digital CIO IT Sales/Commercial CRM Manager


Defining your audiences, journeys and touchpoints

Forrester, 2015


Defining your audiences, journeys and touchpoints

Our ISA buyer…• Sees a leaflet in bank• Initial visit to the website• Checks other banks’ deals• Comes back to the website• Views more “trust” info• Phones an advisor• Submits application online

Forrester, 2015


Remember to measure and optimiseYou might not always get it right first time


Q&AGet in touch with Steve Renshaw:

www.linkedin.com/in/steverenshaw [email protected] www.ratiopartners.co.uk

mailto:[email protected]

mailto:[email protected]

Ratio Partners - Getting Started with Sitecore Personalisation

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