Mark NeedhamDigital Experience Consultant – Sitecore UK

Know every customer.Own every experience.#Winning!!

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Who we are

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who we are

Sitecore allows you to have meaningful conversations with your customers online. Build personalised experiences, improve brand loyalty and monitor and manage your digital

marketing efforts all from one platform. Sweet.

……here

680+

employees

50countries

21awards

11years in business

6moustaches

3500customers

500

10000

developers1500

partners1

solution

social butterflies

geekscoffee lovers5 45

0

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What we do.

Sitecore provide Platform and Tools

Sagittarius provide the

craft

Immersive Digital

Experiences

Brilliant Basics

Magic Touches

Consumer Advocacy

=

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Why the Challenge?

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Digitaltouchpoints

Physicaltouchpoints

Decisions are not made in straight lines

AWARENESS CONSIDERATION ACTION SERVICE LOYALTY

TVRadioPrint

Outdoor

PR Wordof mouth

Direct mail Store Call center Call center IVR Promotionon invoice

Online AdsViralemail

Digitalbillboards Search

Landingpage Blog

3rd Partysites Website Mobile IM/Chat Blog Email Newsletter

Managed touchpoint

Unmanaged touchpoint

Customer 3Customer 2Customer 1

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You face many challenges delivering on digital engagement

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Your systems are increasingly complex and your customer data more disconnected

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What's at stake?

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UK Ecommerce growth still strong – but growth is slowing

B2C Ecommerce set to increase by £24bn between 2014-2017

Market is beginning to mature, 93% of UK internet users ages 14+ will shop online in 2014, a total of 41.2 million people.

40% of UK internet users shop daily; additional 35% shop every week

A.T. Kearney’s “Global Retail E-Commerce Index” ranks UK fourth in world’s top 10 countries ranked by digital retail market attractiveness.

Market Trends

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Mcommerce offers the biggest growth opportunity

UK Mcommerce set to increase by £12bn between 2014-2017; tablets take £10bn slice of the growth

IMRG/Capgemini state mobile devices accounted for 32% of total UK retail ecommerce sales in Q4 2013

73% of Mcommerce purchases via tablets in 2017; Average purchase value of £83

17% of smartphone buyers made purchases <£200

‘Bricks and mortar’ fight back – 16% of all retail Ecommerce (Q4 2013) was ‘Click and Collect’

Market Trends

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Future is all Growth

Revenue

Customer acquisition

Repeat business

Customer Lifetime Value

Market share

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Rewards

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Total organic search engine visits were up 48% in the 6 months following the deployment of Sitecore CMS.

Increased productivity through content repurposing, 20 fold improvement time to market for new content launch

100m – amount of data driven through the digital marketing system to drive deeper engagement

When you do it right

Overall site traffic has increased by more than 200 percent – and in some

cases, traffic is up by 700 percent.

25% year on year increase in traffic, 40% increase in online revenues &

increased conversion rates

80% of in store purchasers have been found to have researched their

purchased online

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When you do it really right!

Website goes live

FTSE 100

The new personalised homepage

contributed to EasyJet being able

to

fill two planes every minute during

its biggest ever sale in Jan 2012

22%

Increase in booking conversions versus legacy CMS (project

target was 2%)

Michael O’Leary Ryanair

“EasyJet has wiped the floor with us, with the website and modest customer [service] improvements” Mr O’Leary said on Thursday, as he launched 12 new routes from Stansted.

“We can learn from the bits they have done well”

The TelegraphFriday 29, November 2013

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What needs to happen to get it right?

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5-20% Probability of selling to a new prospect

60-70% Probability of selling to an existing customer

Source: Marketing Metrics

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1. Full Engagement2. Recommendations3. Focus on converting the right things4. Fail Fast5. More than Technology

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Full engagement

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70% of buying experiences are based on how the customer feels they are being treated –McKinsey.

“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.”- Henry Ford (1937)

78% of consumers have bailed on a transaction or not made an intended purchase because of a poor service experience. Source: American Express Survey, 2011

Full Engagement

人無笑臉，不要開店

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Full Engagement

A high percentage of buyers on your website will have a question before completing their purchase. The speed, personal touch and accuracy with which you are able to provide an answer will make all the difference in whether they buy and keep buying from you.

Source: Jupiter Research/Forrester Research Inc

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Appliances Online (ao.com)

Solution

Started by undercutting, but then became fanatical about service and combined online and offline customer experience management

Heavily invested in product video content, social media, and SEO

Users can login with Facebook and see which products their friends have liked – building brand trust

Customer experience starts at search results, continues through a rich web experience, and follows right through to a text message from your driver on the day of delivery

Results 40% annual revenue growth for

2013 1m fans on Facebook 40% increase in video views Captured 24% of the market Took £86m in one day

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Personas enable you and your marketing and creative staff to get into the mind of your customers and

prospects. And when you understand your audience’s world and their motivations, you can create experiences

and content that engage them more deeply.

Personas

Research is the best way to inform your persona-creation process. From interviews and surveys to site traffic analysis, you’ll need quantitative and qualitative information on which to base your persona decisions.

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Real name

Title/ position

Goals/ tasks needed to accomplish

Relevant demographic information

Problems/ needs/ wants

A narrative of the flow of their day

Skills

Attitudes

Environment

What’s needed to develop effective personas

Tell everyone

Marketing team

External agencies

Creative partners

Other departments

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Marketing

Digital

Brand management

Product

IP team

Legal

Dyson web experience stakeholders

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Conversations

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Conversations

Customer intelligence

You need to collect information across channels in one central place

Moments of opportunity

Identify when its your turn to speak in the conversation. These moment need to be identified throughout the customer engagement lifecycle

Automated Interactions

The only way to ensure a timely response is to automate the engagement flow, so that relevant offers and content get provided at the height of interest

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“No Snakes, only ladders”Closing the loop 5-8 years product lifecycle

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Content is still king, high-value content must be

On target, channel appropriate and delivered in real time

360 degree view of customer is critical, past, present and future

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More than any other factor, engagement is the most accurate predictor of what a customer will do in the future.

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Recommendations

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Recommendations In being timely and relevant,

marketers can significantly improve engagement and help prospects move farther along the buying process.

900%

Common failures Over simplistic approaches fail with the need

to deliver contextually relevant and real time recommendations

Pushing complementary products before primary product selection has been made- too eager to sell!

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Focus on converting the right things

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Converting…?

Open, clicks and traffic show volumes not business objectives delivery

There is more to conversions than just a sale, tracking intent and step by step funnels conversations are key to prove success against business objectives and to forecast effectively.

Four steps

1. Attraction

2. Two-way Communication

3. Trust Building

4. Commitment

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Strategic Theme

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Converting against business objectives

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Fail Fast

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Fail Fast

With ever more customers relying on online platforms to interact with brands and purchase products the risk of a non-optimised site is the greatest it has ever been, companies need to be able to test, fail fast, optimise, measure, refine and repeat.

The past 1. Work with a third party specialist to run a test on a feature/ journey/ page of your site2. Wait 4-5 weeks for your turn in the queue3. Run test 4. Ask IT to action the lesson learned, wait for them to schedule the project.5. Operationalising winner has been shown to be the biggest problem6. Gain budget approval for another test and start again

Now Work with a platform that puts business users, not IT in control Once you start, you need to invest in constant tweaking and optimising, but you will reap big rewards.

DA001. #5127 93 sites before, “untestable” Now 1 platform, “we

continually test”

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Not just about technology

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1. Full Engagement2. Recommendations3. Focus on converting the right things4. Fail Fast5. More than Technology

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One Platform.One Experience.™

Experience Platform™ -

create deeply relevant experiences across any channel Experience

Database™ – collects all your customers' experience data and connects it to each individual customer

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Sitecore is a single, connected platform