CUSTOMER EXPERIENCE MATURITY MODEL
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1 Lars Birkholm Petersen E: CUSTOMER EXPERIENCE MATURITY MODEL
2 It used to be so easy...
3 Remember when... It was all about Technology Launch and forget websites Success was getting visitors through the door One channel to control
4 Web evolution The Digital Experience Conversions Analytics Content SEO Usability Technical SEO CM Predictive experience Self tuning experience Intelligent personal agents The personal Experience Holistic Customer Intelligence The connected Goals Multichannel Marketing Social Media Sharing Wikis GroupWare Web 3.0 Semantic Search Social Networks Simplified Goals Visitors and Visits Simplified Mgt Weblogs Office 2.0 Web 2.0 Localication Keyword search Page ranking Directory Portals Workflows Web 1.0 Static websites DMS, Social OMS Founded
5 The demand is changing
6
7 The rise of Generation C...
8 We live in the age of the Customer
9 Sitecore Customer Engagement Platform
10 Digital Marketing System (DMS) Social Integration Goals & Engagement Values Engagement Analytics Sales enablement with CRM integration Campaign Management campaigning Rules Based Personalization Engagement Automation A/B split & MV testing Predictive personalization Personas & profiling
11 To harvest the value It s all about People, Process and Technology!
12 Business Optimization Services - What Workshops Best Practices Tools Frameworks Workshops that supports the initial project and continuous optimization How to and Best practices guides, that can be used after Workshops in support for the configuration Different sets of tools, that help in assessing which capabilities should be used according to time, budget and maturity Different Frameworks, like the Digital Relevancy Map, that can be used strategically and as input for configuration
13 Business Optimization Services - Methodology
14 Customer Experience Maturity Model The path to build Lifetime Customers...
15
16
17 Automated Decisions Predictions Central Hub for profiles Automation Testing Profile content & Visitors Personalization Community Management Campaign Management Ecommerce Services Tracking Customer interactions Social Connecting Content distribution Marketing Web analytics Traffic Acquisition (SEO & Search Marketing) User Centered Design
18 Automated Decisions Predictions 1 = Primary markets 2 = Near markets 3 = Emerging markets Automation Testing Profile content & Visitors Central Hub for profiles Market 1 Personalization Community Management Campaign Management Ecommerce Services Tracking Customer interactions Social Connecting Content distribution Marketing Web analytics Traffic Acquisition (SEO & Search Marketing) User Centered Design Market 1+2 Market 1+2+3
19 Automated Decisions Predictions A/B Testing Automation (Basic) Multivariate Testing Adaptive Print Automation (Advanced) Profile content & Visitors Rules Based Personalization Establish Community Central hub for profiles Behavioral Targeting Community integrated Cross Channel Ecommerce (stand alone) Campaign Management Campaign Attribution Ecommerce (integrated) Social (share) Customer Tracking (Reporting) Social (listen) Customer Tracking (CRM integration) Social (engage) Content distribution (Multi Channel starting with Mobile site) Content distribution (Cross Channel dialogue) Marketing (Basic) Web analytics Traffic Acquisition (SEO & Search Marketing) Design (One size fits all) Marketing (Segmented) Engagement analytics Design (Responsive) Marketing (Automated) Predictive analytics Traffic Acquisition (SEO & Bid Management) Design (Device aware)
20 Marketers Digital Analysts Acquisition Marketer Channel Experts Data Analyst A/B Testing Automated Decisions Predictions Adaptive Print Automation (Basic) Automation (Advanced) Multivariate Testing Profile content & Visitors Rules Based Personalization Establish Community Central hub for profiles Behavioral Targeting Community integrated Cross Channel Ecommerce (stand alone) Campaign Management Campaign Attribution Ecommerce (integrated) Social (share) Customer Tracking (Reporting) Social (listen) Customer Tracking (CRM integration) Social (engage) Content distribution (Multi Channel starting with Mobile site) Content distribution (Cross Channel dialogue) Marketing (Basic) Web analytics Traffic Acquisition (SEO & Search Marketing) Design (One size fits all) Marketing (Segmented) Engagement analytics Design (Responsive) Marketing (Automated) Predictive analytics Traffic Acquisition (SEO & Bid Management) Design (Device aware)
21 Assessment tool
22 Recommendations for Initiate
23 Recommendations for Radiate
24 Recommendations for Align
25 Recommendations for Optimize
26 Recommendations for Nurture
27 Recommendations for Engage
28 Recommendations for Lifetime Customers
29 Sitecore. Compelling Web Experiences Step 1: Attract Integrated tools Social Integration Goals & Engagement Values Engagement Analytics Sales enablement with CRM integration Campaign Management campaigning Rules Based Personalization Step 2: Convert Engagement Automation A/B split & MV testing Predictive personalization Personas & profiling Step 3: Advocate Page 29
30 Release of the Customer Experience Maturity Model Ultimo February Simple Assessment widget avaliable on Sitecore.net ebook Avaliable on Sitecore.net
31 Simple assessment
32 Digital Optimization Insights ebook
33 Using the Assessment initially
34 Sitecore Business Optimization Services Core package CX Maturity Assessment Strategic Objectives Questionnaire Scoping WS Initial Roadmap DMS check list Engagement Value WS Initial Engagement Value Scales EVS Guides
35 Mapping Digital Goals to Engagement Values
36 Mapping Digital Goals to Engagement Values
37 Mapping Digital Goals to Engagement Values
38 Mapping Digital Goals to Engagement Values
39 spn.sitecore.net
40
41 Questions?
The Path to Building Lifetime Customers. Lars Birkholm Petersen Global Director, Business Optimization Services Lpe@sitecore.net / @LarsBirkholm
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