Ui Using Customer Engagement as a key differentiator

Transcription

1 Ui Using Customer Engagement as a key differentiator Stefania Filippone Sr. Director, Digital Marketing,Avanade Thomas Aebeløe International Sales Manager, Sitecore Int.

3 A powerful and unique combination Industry and business acumen Industry, cross-industry solutions Horizontal solution accelerators Specialization on the Microsoft platform Engineered assets and architectures t Industry, cross-industry solutions Comprehensive enterprise platform Superior price, performance Commitment to research and development Integrated, innovative solutions that realize results 3 Copyright 2013 Avanade Inc. All Rights Reserved.

4 Global reach- local presence Helsinki/Tampere Stockholm London Toronto Frankfurt Amsterdam Paris Seattle New York Chicago Barcelon Milan 200 Design/Marketing a Professionals Beijing Tokyo Houston Bangalor 20 Countries e Kuala Lumpur 25 Studios Buenos Aires Singapor e Sydney Brisbane Melbourne Current Studio Upcoming Studio

5 Avanade Digital combines insight, innovation and expertise to deliver relevant and delightful experiences across all digital touch points of a brand.

6 Services and platforms DIGITAL MARKETING EXPERIENCE DESIGN TECHNOLOGY Marketing Intelligence Engagement analytics Research & analytics Engagement Management Marketing Social Media Integration Service Design/ Innovation SEO/SEM Social Media monitoring Multi Channel/Multi Device approach UX Strategy User Experience Creative Web Content Management Real time Personalization UI development Copyright 2013 Avanade Inc. All Rights Reserved.

7 Sitecore

9 Sitecore helps companies build lifetime customers through software that makes web, mobile, social and interactions more relevant and engaging for customers Sitecore Symposium 2012 resources:

10 Sitecore CE Platform The Sitecore Platform

11 Gartner Magic Quadrant for Web Content Management 2013 Sitecore is a Leader in the WCM Magic Quadrant for the fourth year in a row. Sitecore's provision of strategic services designed to increase impact over the online channel is timely and effective. This will be instrumental in enhancing customer satisfaction further and helping customers increase ROI. Engagement analytics give marketers more autonomy in optimizing customer engagement across channels Sitecore's platform is able to deal with challenging issues, such as multilingual and multichannel needs. Only.Net platform in the Leaders Quadrant Magic Quadrant for Web Content Management Published: 31 July 2013 Copyright 2012 Avanade Inc. All Rights Reserved.

12 The Forrester Wave : Web Content Management For Digital Customer Experience, Q Sitecore specifically builds tools to be part of the same offering which have had to integrate acquired technology so user experience is consistent and workflows are integrated. 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. Copyright 2012 Avanade Inc. All Rights Reserved.

13 Customer Experience Maturity Model Meeting S-Bank Sitecore

15 Online Ad Spending forecast 2013 Warren Buffett, Oprah Winfrey, Bill Gates, Melinda French Gates, Source: Pete emarketer.com Peterson, Leon Black, Jon Bon Jovi, Marc Benioff, David Rubenstein, Steve Case, Laura Arrillaga Andreessen and Marc Andreessen We tend to spend most of the Online Marketing budget on attracting visitors, with Paid Search being the highest.

16 Online ad spending and conversion rates 104,3 BN lost in 2012 due to 97,2% missed conversion opportunities How much will be lost How much will be lost in 2013?

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18 Customer Engagement g Approach

19 Our five steps approach 1. Understand the complexity 2. Focus on user value 3. Research: get rid of prejudices 4. Adopt an customer centric /omni channel approach 5. Transform customers to loyal brand ambassadors

20 Understand the complexity Digital touchpoints Online Ads Viral Digital Landing billboards Search page Blog 3 rd Party sites Website Mobile IM/Chat Blog Newsletter Customer 21 3 AWARENESS CONSIDERATION ACTION SERVICE LOYALTY Physical touchpoints PR TV Word Directmail Store Call center Call center IVR Promotion Radio of mouth on invoice Print Outdoor Managed touchpoint Unmanaged touchpoint Copyright 2012 Avanade Inc. All Rights Reserved.

22 Target group I m searching for information I want to know more about a product I am looking for a special offer! 22

23 A person It s all about me Now, hear me out

24 Individual messaging Your visitors? Reality? Treat your visitors as individuals Sitecore

26 Focus on user value You COHESION ACROSS RELEVANT EXPERIENCES DELIVERING TRUE TOUCHPOINTS BASED ON CONTEXT USER VALUE Mobile PHYSICAL CULTURAL Functional benefits Tablet Online TV SOCIAL GEOGRAPHICAL INDIVIDUAL Social benefits Emotional benefits Aesthetic benefits Situational benefits Holistic benefits Customer

27 Global Motorcycle Manufacturer Dealership floor CRM 2 7

28 Global Motorcycle Manufacturer Dealership floor CRM 2 8

29 Global Motorcycle Manufacturer Dealership floor CRM

31 User research - Digital Analysis USER RESEARCH Focus on people DIGITAL MARKETING Focus on online channels & data

32 In store observation MILANO BEIJING - China World

33 Focus Group

34 Customer profiling Identify your 4/5 most important customer profiles Their dominant characteristics ti Their interests How to engage them Instore DB Analysis Focus group Osservazione in store

35 Quantitave analysis

36 Digital channels experience How the experience site and e-commerce are useful for customers? How much are they integrated? Do they offer a seamless navigation? How much they are engaging with the target customers? s? How much mobility is integrated?

37 Store experience How is the general store experience? How long does the visit last? Which is the role of the shop assistant? How customer data are collected? Osservazione in store

38 Customer service How the customer service is perceived? Which are the customer expectations? How the service is operated world wide? How social network are used?

40 Customer centric A CE solution should collect and analyze interactions that occur between the brand and the customer on the various points of contact, both digital and physical. Custom er service Off Line Events Web site Customer E comme rce Social Networ k Store Owned commu nity Mobile Apps 40

41 Omnichannel experience Through an effective CE solution you can collect relevant information on all the different touchpoints, both online and offline. Structured gathering all this information enables to orchestrate effective marketing actions and campaigns that ensure a high ROI. MOBILE SOCIAL NETWORKS IN STORE Customer E COMMERCE EXPERIENCE WEBSITE 41

42 Customer are in different decisions steps Each client, in addition to having behaviors and purchase different modes can be found in different decisionmaking stages within the marketing funnel. It is essential therefore to give personalized information appropriate to each user and to expedite the conversion process. ADVOCA CY LOYALTY AWAREN ESS PURCHASE PATH CONVER SION CONSIDE RATION

46 The Digital Fingerprint Campaign Language IP Address Social Media Visitor Identification Day Time Device Keywords Region City Referral OS Country

47 Personalization of content

48 Engagement Automation

49 Support for any device

50 Cross Channels

51 What we learned from our customers

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53 Customer Engagement 1:1 personalisation Offers and campaigns personalisation Various methods to ease booking new optimized booking engine Personalised offers based on past travel and booking history etc. Real time pricing Various personalised offers mainly attempting to upsell to passengers depending on P- type Integration with ECM and Campaign automation for personalized conversations Copyright 2012 Avanade Inc. All Rights Reserved.

56 Livingston Air

57 Your customers are already there Meeting S-Bank Sitecore

58 Thanks