Digital Engagement With Sitecore

www.sitecore.net/unitedkingdom

DIGITAL ENGAGEMENT

FASIL SHAHSTUART CASTLE

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Did you know?

30,000+ 1,500+4,000+ 850+ 10,000+ 50+

WEBSITES BRANDS EMPLOYEES PARTNERS DEVELOPERS COUNTRIES

Our vision:

To empower organizations to build the effective, meaningful relationships that win customers for life.

“

www.Sitecore.net

http://www.sitecore.net/


How do you define “engagement”?

Tell me…

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


“During the easyJet January Sale, easyJet’s biggestto date, our personalised homepage was helping filltwo planes every minute”

Head of CRM Richard Levin


… travelers want an engaging experience with you!

Travel is no longer just booking a ticket or a trip; its about the entire customer journey from; research, expectations, booking, security, anticipation, up sale, destination preparation, travel experience, arrival experience, stay, post travel experience, promotions, promotions, customer lifetime.

You need a connected platform to tie every bit together, and be able to engage them throughout the entire customer journey, your customers want to remain connected, they want to be entertained and they want to be treated as individuals!


Decision channels

Increasingly, people use digital channels to make all kinds of decisions

We surveyed over 1000 respondents in our Sitecore Customer Experience Maturity Model and found some consistent points:

48% of respondents have their website optimised for mobile devices.

51% of respondents use segmenting email campaigns according to subscriber profiles.

29% of respondents are using A/B or multivariate testing.

29% of respondents are using personalisation to be more relevant for visitors.

23% of respondents use behavioral targeting to personalise content to visitors.

29% of respondents are using marketing automation for specific flows.

30% of respondents have a single view of the customer across touchpoints.

21% are using predictive analytics to target customers with relevant content.70% of a buyers journey has been completed before


Multiple touch points


Defining success

In the Age of the Customer, businesses must influence the decision making processes of customers

How?

Provide quality digital experiences

What must businesses do?


What is a quality digital experience?

Immediate

Relevant

Predictive

How …?


Map the customer journey

Employ systematic engagement to provide quality experiences

Start by mapping your customer’s journey

Decision

Interest /

NeedCustomer Journey

Evaluation

Customer Experience

Loyalty Feedback



Define your customer journey phases, segments, touch points

Align objectives, content and Calls to Action (CtA) with customer journey

Decision

Interest /

Need

Discover

SearchContact

Activation

UtilisationCross/Up

Retention

Loyalty AdvocacySegment

Segment

Segment



Engagement is responding to calls to action If a website visitor responds to CtA then this visitor is

engaging

Decision

Interest /

Need

Discover

SearchResearch Compare

Contact

Activation

UtilisationCross/Up

Retention

LoyaltyAdvocacy

CtA

CtA

CtA Ct

ACtA

CtA

CtA

CtA

CtA

CtA

CtA

CtA

Segment

Segment

Segment



Measuring engagement

Decision

Interest /

Need

Discover

SearchResearch

Compare

Contact

Activation

UtilizationCross/Up

Retention

LoyaltyAdvocacy

CtA

CtA

CtA Ct

ACtA

CtA

CtA

CtA

CtA

CtA

CtA

CtA

Goal

Goal

Goal Goa

l

Goal

Goal

Goal

Goal

Goal

Goal

Goal

GoalSegment

Segment

Segment

Assign goals (with points) to the calls to action that drive your business



Use Digital Marketing capabilities to make CtA’s more relevant and nurture!

Decision

Interest /

Need

CtA

CtA

CtA Ct

ACtA

CtA

CtA

CtA

CtA

CtA

CtA

CtA

Goal

Goal

Goal Goa

l

Goal

Goal

Goal

Goal

Goal

Goal

Goal

Goal

Rules based personalisation

AutomatedSegmentation

Campaigns Email Marketing

Triggered email

Profiling

PredictivePersonalisation

Social Connect

Mobile

Segment

Segment

Segment

Community


Align Strategic Objectives with Digital Goals Objectives Framework

?

?

?

? ?

?

? ?

?

?

?

Strategic Theme

Strategic Objectives

Marketing Objectives

Online Goals


Measuring Using Goals

Assign Goals to conversions For example:

Call MeContact Form

SubscribeEmail Sign Up Form

ShareSocial Post

RequestPrice Quote Form

Create ProfileMySite

Take PollOnline Survey

BuyEcommerce

Self ServeLook up / RSS Feed


What is engagement value?

Assign “Engagement Value Points” to Goals For each visit, you measure engagement value … examples:

Call MeContact Form

SubscribeEmail Sign Up Form

ShareSocial Post

RequestPrice Quote Form

Create ProfileMySite

Take PollOnline Survey

BuyEcommerce

Self ServeLook up / RSS Feed

100Engagement Value Points


2 Engagement Value Points



10 Engagement Value Points




Measure Value vs Visits

Marketers are able to visualise how effective a traffic source or campaign is by comparing the overall value, as well as visits


Example of missed opportunityThink: immediate, relevant, predictive


Example of missed intent without Personalisation

Sports sedans?

Philadelphia?

Family image?

Eco friendlyimage?


Example of captured opportunityThink: immediate, relevant, predictive


Example of matched intent

Eco Friendly &Family Safe

Eco Friendly &Mini SUV

Eco Friendly &Economy


EXERCISE


Review these websites

Task:Choose a site to review and then…

“What could be done better on the home page to engage customers?”

Identify customer types/persona’s Map specific customer journey

Define your customer journey phases, segments, touch points

Identify call to actions - Goals Align objectives, content and Calls to Action (CtA) with

customer journey

Break up into groups and discuss…

Fasil ShahDigital Experience Consultant

Driving digital travel experiences

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Single, connected platform

Collect additional data – full profiles of each traveler

Ensure all travel data is connected – real people

Personalised experiences in real time

Analyse & optimize interactions – in the moment

Automate these interactions – at scale

Take a strategic look at experience management software

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Did you know?

30,000+ 1,500+4,000+ 850+ 10,000+ 50+

WEBSITES BRANDS EMPLOYEES PARTNERS DEVELOPERS COUNTRIES

Our vision:

To empower organisations to build the effective, meaningful relationships that win customers for life.

“

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Sitecore’s Experience Methodology

It is a journey and we are with you all the way!

http://www.sitecore.net/Learn/Customer-Experience-Maturity-Assessment.aspx

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Manages all delivery channels

Analyzes and automates experiences

Collects & Connects customer data

One Connected Experience Platform

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We have a proven track record with the travel sector

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More than 120 Sitecore customers are related to travel and transportation.

Travel, Destination and Entertainment

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EasyJet

EasyJet introduced Sitecore late December 2011

During January sales of 2012 they sold 5 tickets / sec

Basically filling 2 planes every minute

How?

Using simple personalization on homepage

Utilizing Geo-IP information

Recognizing repeated visitor interest

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The result so far

Go live

• 2 years in operation

• Increased load-factor on planes

• 60+ million passengers / year

• Net worth increase by almost 300%


QA