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Client logo Customer Experience Management in the Real World A Case Study Prepared by: Randy Woods

Customer Experience Management ROI: A Sitecore DMS Case Study

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There is no shortage of buzz around Customer Experience Management (CXM) but very few examples of real-world success. This slidecast puts CXM in context, then walks through the lessons learned in CXM campaigns designed and deployed on the Sitecore Digital Marketing System. Using real data from the website of one of the world's leading business schools, we look at the results delivered personalization, a|b testing and other CXM tactics - and provide tangible advice for driving business results.

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Page 1: Customer Experience Management ROI: A Sitecore DMS Case Study

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Customer Experience Management in the Real World

A Case Study

Prepared by: Randy Woods

Page 2: Customer Experience Management ROI: A Sitecore DMS Case Study

Today’s Agenda

• Introductions

• The Changing World of Customer Experience Management

• Barriers to Customer Experience Management Success

• Case Study: Rotman School of Management, University of Toronto

• Concluding Thoughts, Questions and Answers

Page 3: Customer Experience Management ROI: A Sitecore DMS Case Study

Randy Woods• President, Nonlinear Creations

• Helping organizations figure out what to do about this thing called the internet since 1995

• 16 years experience with data-driven online marketing tactics

• Past 4 years, has lead Nonlinear’s engagement with Sitecore Digital Marketing System

• @randywoods

Page 4: Customer Experience Management ROI: A Sitecore DMS Case Study

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CXM in Context

Page 5: Customer Experience Management ROI: A Sitecore DMS Case Study

The Shift from Ability to Outcomes

Page 6: Customer Experience Management ROI: A Sitecore DMS Case Study

A Shift in Power – Google Trends – Content Marketing & A|B Testing

Page 7: Customer Experience Management ROI: A Sitecore DMS Case Study
Page 8: Customer Experience Management ROI: A Sitecore DMS Case Study

The Key Point

Something fundamental is shifting in the relationship between marketer and marketee

The power has shifted to the victims recipients of marketing activities

8

Page 9: Customer Experience Management ROI: A Sitecore DMS Case Study

Marketing Infrastructure and Approach Needs to Change• Forrester Research – “WCM for Digital Customer

Experiences”

• Gartner Group – “CRM Multichannel Campaign Management” + “Web Content Management”

• Digital Clarity Group – “Web Content and Customer Experience Management”

Page 10: Customer Experience Management ROI: A Sitecore DMS Case Study

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The Pallete of CXM Tactics

Page 11: Customer Experience Management ROI: A Sitecore DMS Case Study

Customer Experience Management Capabilities in Sitecore DMS

• Assess Visitor EngagementNot all visitors are equal – score them differently

• Visitor ProfilesPut visitors in their place

• A|B and Multivariate TestingFind out what works

• Rules-based Implicit PersonalizationTarget content based on geography, organization…

• Persona- or Profile-based Implicit PersonalizationTarget specific content to specific personas

• Explicit PersonalizationTarget content based based on data in your CRM

• Engagement PlansAutomate marketing post initial contact

• Lead ScoringRate a lead based on behaviour

• Sales EnablementProvide sales with insight

• Mobile, Social Integration…….

Page 12: Customer Experience Management ROI: A Sitecore DMS Case Study

Time to Impact / Return on InvestmentShort Time to Impact

• Rules-based implicit personalization

• A|B testing

• Engagement plans

Higher ROI

• Profile-based implicit personalization

• Explicit personalization

• Sales enablement

• Lead scoring

• Engagement value

Page 13: Customer Experience Management ROI: A Sitecore DMS Case Study

Scenarios and the Value of Tactics

Short Sales Cycle• A|B testing

• Multivariate testing

• Rules-based implicit personalization

Considered Sales Cycle• Engagement

value

• Engagement plan

• Persona-based implicit personalization

• Lead scoring

• Sales enablement

Repeat Purchase• Explicit, CRM-

driven personalization

• Engagement plans

• Sales enablement

Page 14: Customer Experience Management ROI: A Sitecore DMS Case Study

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Barriers to CXM Success

Page 15: Customer Experience Management ROI: A Sitecore DMS Case Study

The Barriers

• The sheer array of tactics available can lead to confusion on where to start

• The ease of implementation means campaigns launch without an understanding of what success might mean

• Availability of analytic skills or access to resources with analytic capabilities

• Lack of senior management understanding of the potential – and the cost – of CEM

• Technical barriers

Page 16: Customer Experience Management ROI: A Sitecore DMS Case Study
Page 17: Customer Experience Management ROI: A Sitecore DMS Case Study

Rotman Overcame these Barriers

• The Outcome:

- A 6-18 month DMS roadmap of DMS tactics ordered to deliver value quickly while building for long term success

- 1-3 tactics implemented and running

• The Process:

- Deep review of existing analytics

- Stakeholder interviews to identify marketing needs and gaps

- Analysis and identification of quick wins

- Implementation of quick wins

Page 18: Customer Experience Management ROI: A Sitecore DMS Case Study

Rotman Programs – Engagement Level

PhD

PT MBA

MBA

EP

EMBA

Mfin

0% 10% 20% 30% 40% 50% 60% 70%

Bounce Rate

PhD

PT MBA

MBA

EP

EMBA

Mfin

0 1 2 3 4 5 6 7 8 9

Pages per visit

Page 19: Customer Experience Management ROI: A Sitecore DMS Case Study

MBA Prospects – Interest over Time

New Visitors

Second time visitors

Third time visitors

Fourth+ visit

10.11%

8.65%

6.94%

4.03%

Home page visitors going to fees and expenses - MBA - by visit number

New Visitors

Second time visitors

Third time visitors

Fourth+ visit

13.49%

11.09%

10.53%

7.16%

Admissions criteria from MBA Fulltime page

New Visitors

Second time visitors

Third time visitors

Fourth+ visit

4.42%

5.47%

5.67%

6.54%

Application deadlines from MBA Fulltime page

Interests and information needs vary with number of visits

Page 20: Customer Experience Management ROI: A Sitecore DMS Case Study

May June July August SeptemberOctober NovemberDecemberJanuary February March April May June July August SeptemberInitial CampaignsA|B test for EP 1A|B test for EP 2Ambassador Personalization

Mid-Term CampaignsGeo-IP personalizationTarget work permit info on home pageTarget international campus info on home pageHighlight International applicants linkShow Toronto-prospects part time info on home page

Visit number personalizationHome page personalization

Company-based personalizationEMBA prospect matching to company alumniEMBA prospect matching to alumni from verticalEP prospect matching to companies where custom training is provided

A|B TestsEP test set AEP test set A.1EP test set BEP test set B.1Ambassador page test set AAmbassador page test set A.1Home page test set AHome page test set A.1Full Time MBA test set AFull Time MBA test set A.1PT MBA test set APT MBA test set A.1Application Process AApplication Process A.1EMBA test set AEMBA test set A.1

Engagment PlansEP engagement plan oneEP engagement plan twoEP engagement plan three

Engagement Value Engagement Value implementation

Page 21: Customer Experience Management ROI: A Sitecore DMS Case Study

Longer Term

Page 22: Customer Experience Management ROI: A Sitecore DMS Case Study

Test B

Test A

A|B Test One

Page 23: Customer Experience Management ROI: A Sitecore DMS Case Study

Test bTest a

A|B Test 2

Page 24: Customer Experience Management ROI: A Sitecore DMS Case Study

Personalization by Geography

Page 25: Customer Experience Management ROI: A Sitecore DMS Case Study

Results

From China

All Visitors

0.0% 5.0% 10.0% 15.0% 20.0% 25.0%

Exit rate – from student services page

No before and after tracking – best available stand in metric

From China

All visitors

0 5 10 15 20 25 30 35 40

Avg. time on page - seconds 13%

-43%

Page 26: Customer Experience Management ROI: A Sitecore DMS Case Study

Geographic Personalization II

Page 27: Customer Experience Management ROI: A Sitecore DMS Case Study

Geographic Personalization II

Page 28: Customer Experience Management ROI: A Sitecore DMS Case Study

Results

Pre-personalization Post-personalization0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Bounce Rate

Pre-personalization Post-personalization0

50

100

150

200

250

300

350

Visit Duration (seconds)

Pre-personalization Post-personalization0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Pages per visit

-23%

23%

14%

Page 29: Customer Experience Management ROI: A Sitecore DMS Case Study
Page 30: Customer Experience Management ROI: A Sitecore DMS Case Study
Page 31: Customer Experience Management ROI: A Sitecore DMS Case Study

Personalization by Visit Number (V = 1)

Can I get in and how

much does it cost?

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Personalization by Visit Number (V=2)

Why should I choose

Rotman?

Page 33: Customer Experience Management ROI: A Sitecore DMS Case Study

Personalization by Visit Number (V=3)

What will I learn and from who?

Page 34: Customer Experience Management ROI: A Sitecore DMS Case Study

Personalization by Visit Number (V=4)

Call to Action

Page 35: Customer Experience Management ROI: A Sitecore DMS Case Study

Results - Bounce Rate

New Users Second Visit Third Visit Fourth+ visitPre-Personalization 49% 44% 42% 53%Post-Personalization 51% 45% 45% 47%

Page 36: Customer Experience Management ROI: A Sitecore DMS Case Study

Results - Bounce Rate

New Users Second Visit Third Visit Fourth+ visitPre-Personalization 49% 44% 42% 53%Post-Personalization 51% 45% 45% 47%

Only 4+ Visit Figure is statistically valid

Page 37: Customer Experience Management ROI: A Sitecore DMS Case Study

Key Lessons from Rotman and Other CEM Deployment• Engage every person who has responsibility for business

outcomes of the website

• Use analytics to guide your roadmap:- Segment current traffic by each of the dimensions against which

you can target content – geography, visit frequency, company

- Look for significant behavioural differences

• Focus initial efforts on highest reward areas:- One lead gen form used by entire organization?

- The homepage! Traffic dwarfs your landing pages.

Page 38: Customer Experience Management ROI: A Sitecore DMS Case Study

More Information?www.nonlinearcreations.com

@[email protected]