uiusing ct e tcustomer engagement as a key differentiator · making stages within the awaren ess...

U i C t E tUsing Customer Engagement as a key differentiator

Stefania FilipponeSr Director Digital Marketing AvanadeSr. Director, Digital Marketing,Avanade

Thomas AebeløeInternational Sales Manager, Sitecore Int.

A powerful and unique combination

• Industry and business acumen

• Industry, cross-industry solutions

• Specialization on the Microsoft platform

• Engineered assets d hit t

• Comprehensive enterprise platform

• Superior price, performance

• Horizontal solution accelerators and architectures

• Industry, cross-industry solutions

• Commitment to research and development

Integrated, innovative solutions that

3

Integrated, innovative solutions that realize results

© Copyright 2013 Avanade Inc. All Rights Reserved.

Global reach- local presence

S kh lHelsinki/Tampere

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SeattleLondon

Stockholm

Chicago Milan

Houston

Toronto

Tokyo

New YorkParis

Beijing

Bangalore

Frankfurt

Barcelona

Amsterdam200 Design/Marketing Professionals20 Countries

Buenos Aires BrisbaneSydney

M lb

Singapore

Kuala Lumpure20 Countries

25 StudiosMelbourne

Current Studio Upcoming Studio

Avanade Digital combines insightAvanade Digital combines insight, innovation and expertise to deliver relevant and delightful experiencesrelevant and delightful experiencesacross all digital touch points of a brand.

Services and platforms

DIGITAL MARKETING EXPERIENCE DESIGN TECHNOLOGY

Marketing Intelligence

Engagement M t UX Strategy

Research & analytics

DIGITAL MARKETING EXPERIENCE DESIGN TECHNOLOGY

Engagement analytics

Service Design/I ti

Social Media

E-mail Marketing

ManagementMulti Channel/Multi Device approach

UX Strategy

User Experience

CreativeSocial Media

SEO/SEM

Innovation

Integration

UI development

Creativemonitoring

Web Content Management

Real time Personalization


Sitecore

Sitecore Introduction


“Sitecore helps companies build lifetime customers through software that makes web, mobile, social and email interactions more relevant and engaging for customers”

Sitecore Symposium 2012 resources: http://www.sitecore.net/Landing/Global/Symposium_Resources.aspx

The Sitecore PlatformSitecore CE Platform

The Sitecore Platform

Gartner Magic Quadrant for Web Content Management 2013g

• Sitecore's provision of strategic services designed to increase impact over the online channel is timely and

Sitecore is a Leader in the WCM Magic Quadrant for the fourth year in a row.

yeffective. This will be instrumental in enhancing customer satisfaction further and helping customers increase ROI.

• Engagement analytics give marketers• Engagement analytics give marketers more autonomy in optimizing customer engagement across channels

• Sitecore's platform is able to deal h h ll hwith challenging issues, such as

multilingual and multichannel needs.

• Only .Net platform in the Leaders Quadrant


Magic Quadrant for Web Content ManagementPublished: 31 July 2013

The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013g p Q

• Sitecore specifically builds tools to be part of the same offering which have had p gto integrate acquired technology – so user experience is consistent and workflows are integrated.

Sit “f WCM l DX• Sitecore “focuses on core WCM plus DX innovation” and is the leading scorer among all vendors in the Engagement category, second overall for strategy and the third highest scorer overall.


The Forrester Wave™ is copyrighted by Forrester Research, Inc. Forrester and Forrester Wave™ are trademarks of Forrester Research, Inc. The Forrester Wave™ is a graphical representation of Forrester's call on a market and is plotted using a detailed spreadsheet with exposed scores, weightings, and comments.

Customer Experience Maturity Model

Meeting S-Bank | Sitecore

The current situation


Online Ad Spending forecast 2013

Source: emarketer.comWarren Buffett, Oprah Winfrey, Bill Gates, Melinda French Gates, Pete Peterson, Leon

We tend to spend most of the Online Marketing budget on attracting visitors, with Paid Search being the highest.

Black, Jon Bon Jovi, Marc Benioff, David Rubenstein, Steve Case, Laura Arrillaga‐Andreessen and Marc Andreessen

Online ad spending and conversion rates

104,3 BN ”lost” in 2012 due to 97,2%missed conversion ,

opportunities

How much will be lostHow much will be lost in 2013?

Customer Engagement Approach g g pp

Our five steps approach

1. Understand the complexity2. Focus on user value3. Research: get rid of prejudices4. Adopt an customer centric /omni channel approach 5 Transform customers to loyal brand ambassadors5. Transform customers to loyal brand ambassadors

Understand the complexity

Digitaltouchpoints

Online AdsViralemail

Digitalbillboards Search

Landingpage Blog

3rd Partysites Website Mobile IM/Chat Blog Email Newsletter

Physicaltouchpoints

AWARENESS CONSIDERATION ACTION SERVICE LOYALTY

TVPR Word Direct mail Store Call center Call center IVR Promotion

Customer 1Customer 2Customer 3

RadioPrint

Outdoor

PR Wordof mouth

Direct mail Store Call center Call center IVR Promotionon invoice

Managed touchpoint

Unmanaged touchpoint


FFocus on users value


users value

Target groupg g pI’m searching

for informationI’m searching

for information

I am lookingfor

a special offer!

I am lookingfor

a special offer!I want to knowmore abouta product

I want to knowmore abouta product

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a producta product

A personIt’s all about meNow, hear me out…

Individual messaging• Your visitors?

• Reality?

Treat your visitors as individuals | Sitecore

Two main drivers

Be relevantGet personal


Focus on user value

COHESION ACROSS RELEVANT EXPERIENCES DELIVERING TRUETOUCHPOINTS BASED ON CONTEXT USER VALUE

Functional benefits

PHYSICAL

CULTURAL

Mobile

Social benefits

Emotional benefits

SOCIAL

GEOGRAPHICALOnline

Tablet

YouCustomer

Aesthetic benefits

Situational benefits

GEOGRAPHICAL

INDIVIDUALTV

Holistic benefits

Global Motorcycle Manufacturer

Dealership floor CRM

27


Dealership floor CRM

28


Dealership floor CRMDealership floor CRM

Research: get rid of prejudices g p j


User research - Digital Analysis

USER RESEARCHFocus on people

DIGITAL MARKETINGFocus on online channels & data

In store observation

MILANOMILANO

BEIJING - China World

Focus Groupp

Customer profiling • Identify your 4/5 most

important customer profilesTh i d i t h t i ti

Instore DB Analysis

p g

• Their dominant characteristics• Their interests • How to engage them

Focus group

Osservazione in store

Quantitave analysis Q y

Digital channels experience How the experience site

and e-commerce are useful for customers ?for customers ?

How much are they integrated ?

Do they offer a seamless i ti ?navigation ?

How much they are engaging with the target customers?custo e s?

How much mobility is integrated?

Store experience How is the general store

experience ? How long does the visit

Osservazione in store

p

glast?

Which is the role of the shop assistant?H t d t How customer data are collected?

Customer service How the customer service is

perceived ? Which are the customer

expectations? How the service is operated

world wide ?world wide ? How social network are used?

Customer centricWeb site

E‐commerce

Off Line Events

A CE solution should collect and analyze interactions that occur between the brand and

Customer

rce

Social Networ

k

Customer

service

occur between the brand and the customer on the various points of contact, both digital and physical.

Mobile Apps

Owned commu

Store

p y

community

40

Omnichannel experience

IN STORE

Through an effective CE solution you can collect

IN‐STORE

EXPERIENCE WEBSITEMOBILE

yrelevant information on all the different touchpoints, both online and offline

Customerand offline. Structured gathering all this information enables to orchestrate effective

E‐COMMERCESOCIAL NETWORKSmarketing actions and

campaigns that ensure a high ROI.

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Customer are in different decisions steps

Each client, in addition to having behaviors and

h diff tpurchase different modes can be found in different decision-making stages within the

AWARENESS

CONSIDEADVOCAa g stages t t emarketing funnel. It is essential therefore to give personalized i f ti i t

PURCHASE PATH

CO SRATION

OCCY

information appropriate to each user and to expedite the conversion process.

CONVERSIONLOYALTY

p

Fish where the fish are

UNDERSTAND WHOYOUR FISH IS

!


SITECORE @A GLANCE


Sitecore CEP


The Digital Fingerprint

DeviceDevice OSOSCampaignCampaign

KeywordsKeywords

RegionRegionIP AddressIP AddressLanguageLanguage

CityCitySocial MediaSocial Media

CountryCountryVisitor IdentificationVisitor Identification

DayDayii ReferralReferralTimeTime

Personalization of content

Engagement Automation

Support for any device

Cross Channels

What we learned from our customers

Customer Engagement1:1 personalisation

Offers and campaigns –personalisation

Various methods to easeVarious methods to ease booking – new optimized booking engine

Personalised offers based on past travel and booking history etc Real time pricingetc. Real time pricing

Various personalised offers mainly attempting to upsell to passengers depending on P-type

Integration with ECM and Campaign automation for personalized email conversations



One template for many brands Omni-channel experienceB2B2C

Provide the right offer to the right customer at any time

Omni-channel experience


Livingston Airg

Your customers are already there…

Meeting S-Bank | Sitecore

Thanks

uiusing ct e tcustomer engagement as a key differentiator · making stages within the awaren ess...

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