Lars Birkholm Petersen
E: [email protected]
T: @LarsBirkholm
CUSTOMER EXPERIENCE
MATURITY MODEL
www.sitecore.net
It used to be so easy...
www.sitecore.net
Remember when...
It was all about Technology
• Launch and forget websites
Success was getting visitors through the door
One channel to control
www.sitecore.net
Web evolution
Predictive experience Self tuning experience
Intelligent personal agents
The personal Experience Holistic Customer Intelligence
The Digital Experience The connected Goals Multichannel Marketing
Social Media Sharing DMS, Social
Conversions 2010- Web 3.0
Semantic Search Social Networks OMS
Simplified Goals
Analytics Visitors and Visits
Simplified Email Mgt
Content SEO Weblogs Office 2.0
2000-2010 Web 2.0
Usability Localication
Keyword search
Technical Wikis
SEO Directory Portals
Page ranking Workflows Founded
CM
1990-2000 Web 1.0
Static websites
GroupWare
www.sitecore.net
The demand is changing
www.sitecore.net
www.sitecore.net
The rise of Generation C...
www.sitecore.net
We live in the age of the Customer
www.sitecore.net
Sitecore Customer Engagement Platform
www.sitecore.net
Digital Marketing System (DMS)
Goals &
Engagement
Values
Social Engagement
Integration Analytics
Sales
enablement Campaign
with CRM Management
integration
E-mail Rules Based
campaigning Personalization
Engagement A/B split & MV
Automation testing
Predictive Personas &
personalization profiling
www.sitecore.net
To harvest the value
It’s all about People, Process and Technology!
www.sitecore.net
Business Optimization Services - What
Best Tools Frameworks
Workshops Practices
Workshops How to and Different sets Different
that supports Best practices of tools, that Frameworks,
the initial guides, that help in like the Digital
project and can be used assessing Relevancy
continuous after which Map, that can
optimization Workshops in capabilities be used
support for should be strategically
the used and as input
configuration according to for
time, budget configuration
and maturity
www.sitecore.net
Business Optimization Services - Methodology
www.sitecore.net
Customer Experience Maturity Model
The path to build Lifetime Customers...
www.sitecore.net
www.sitecore.net
www.sitecore.net
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
Email Marketing
Web analytics
Traffic Acquisition (SEO & Search Marketing)
User Centered Design
www.sitecore.net
Automated Decisions
Predictions
1 = Primary markets Central Hub for profiles
Market 1
2 = Near markets
3 = Emerging markets Automation
Testing
Profile content & Visitors
Personalization
Community Management
Market 1+2 Market 1+2+3
Campaign Management
Ecommerce Services
Tracking Customer interactions
Social Connecting
Content distribution
Email Marketing
Web analytics
Traffic Acquisition (SEO & Search Marketing)
User Centered Design
www.sitecore.net
Automated Decisions
Predictions
Adaptive Print
Automation (Basic) Automation (Advanced)
A/B Testing Multivariate Testing
Profile content & Visitors Central hub for profiles
Rules Based Personalization Behavioral Targeting
Establish Community Community integrated Cross Channel
Campaign Management Campaign Attribution
Ecommerce (stand alone) Ecommerce (integrated)
Customer Tracking (Reporting) Customer Tracking (CRM integration)
Social (share) Social (listen) Social (engage)
Content distribution (Multi Channel – starting with Mobile site) Content distribution (Cross Channel dialogue)
Email Marketing (Basic) Email Marketing (Segmented) Email Marketing (Automated)
Web analytics Engagement analytics Predictive analytics
Traffic Acquisition (SEO & Search Marketing) Traffic Acquisition (SEO & Bid Management)
Design (One size fits all) Design (Responsive) Design (Device aware)
www.sitecore.net
Automated Decisions
Marketers Predictions
Digital Analysts Adaptive Print
Acquisition Marketer
Channel Experts Automation (Basic) Automation (Advanced)
Data Analyst A/B Testing Multivariate Testing
Profile content & Visitors Central hub for profiles
Rules Based Personalization Behavioral Targeting
Establish Community Community integrated Cross Channel
Campaign Management Campaign Attribution
Ecommerce (stand alone) Ecommerce (integrated)
Customer Tracking (Reporting) Customer Tracking (CRM integration)
Social (share) Social (listen) Social (engage)
Content distribution (Multi Channel – starting with Mobile site) Content distribution (Cross Channel dialogue)
Email Marketing (Basic) Email Marketing (Segmented) Email Marketing (Automated)
Web analytics Engagement analytics Predictive analytics
Traffic Acquisition (SEO & Search Marketing) Traffic Acquisition (SEO & Bid Management)
Design (One size fits all) Design (Responsive) Design (Device aware)
www.sitecore.net
Assessment tool
www.sitecore.net
Recommendations for Initiate
www.sitecore.net
Recommendations for Radiate
www.sitecore.net
Recommendations for Align
www.sitecore.net
Recommendations for Optimize
www.sitecore.net
Recommendations for Nurture
www.sitecore.net
Recommendations for Engage
www.sitecore.net
Recommendations for Lifetime Customers
www.sitecore.net
Sitecore. Compelling Web Experiences
Step 1: Attract
Goals &
Engagement
Integrated tools Social
Values
Engagement
Integration Analytics
Sales
enablement Campaign
with CRM Management
integration
E-mail Rules Based
campaigning Personalization
Step 2: Convert
Engagement A/B split & MV
Automation testing
Predictive Personas &
personalization profiling
Step 3: Advocate
Page 29 www.sitecore.net
Release of the Customer Experience Maturity
Model
Ultimo February
• Simple Assessment widget avaliable on Sitecore.net
• eBook Avaliable on Sitecore.net
www.sitecore.net
Simple assessment
www.sitecore.net
Digital Optimization Insights eBook
www.sitecore.net
Using the Assessment initially
www.sitecore.net
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
EVS Guides
Scales
www.sitecore.net
Mapping Digital Goals to Engagement Values
www.sitecore.net
Mapping Digital Goals to Engagement Values
www.sitecore.net
Mapping Digital Goals to Engagement Values
www.sitecore.net
Mapping Digital Goals to Engagement Values
www.sitecore.net
spn.sitecore.net
www.sitecore.net
[email protected]
www.sitecore.net
Questions?
www.sitecore.net
