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Molding the Customer Experience

http://www.flickr.com/photos/rexroof. Molding the Customer Experience. Melissa Casburn Director of User Experience @mcasburn. Darren Guarnaccia SVP Corporate Product Marketing @dguarnaccia.

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Molding the Customer Experience

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  1. http://www.flickr.com/photos/rexroof Molding the Customer Experience

  2. Melissa Casburn Director of User Experience @mcasburn

  3. Darren Guarnaccia SVP Corporate Product Marketing @dguarnaccia • Leading provider of enterprise-class .NET web content management and portal software for mid-to-large organizations • Presence • Copenhagen, San Francisco, London, Brisbane, Amsterdam, Stockholm and Tokyo • Stability • Profitable since inception in 1999, same owners, same vision and same technology (.NET) • Customers • Over 2,000 client installations managing over 24,000 web sites worldwide • Recognized • Gartner 2010 WCM Magic Quadrant “Leader” • Best Microsoft technology alignment, Microsoft ISV Partner of the Year 2003/2004, Microsoft Gold Partner • Supported • Over 700 Sitecore Certified Partners worldwide

  4. And you are?

  5. Defining Business Outcomes • We all have business objectives for our website • What’s in it for you? • What are yours? • Do they map to business objectives?

  6. http://www.flickr.com/photos/warholian

  7. Personas separate youfrom your users. • Creates institutional context • Ties to segmentation strategy • Evolves with ongoing research Hey. I’m Mike.

  8. focus groups • interviews • surveys • user testing • customer service interactions • sales interactions • web analytics + search logs • social media • field observations • user-generated content I’m into skiing. I don’t own a car.

  9. Mike: Urban Hippie I’m an English major.

  10. segment by identity

  11. segment by task

  12. I just need some shoes. segment by facet

  13. I’m headed to the mountain.

  14. But will my skis fit?

  15. segment by relationship “join now” vs. “new features” “all cars” vs. “specials in your city” “learn more” vs. “invite a friend” “get the app” vs. “get the upgrade”

  16. http://www.flickr.com/photos/warholian

  17. The one size fits all experience no longer works…

  18. Pro/consumer Price Products Understand that everyone’s journey is different Looking Confirming Buying

  19. Like Buying a Suit • Before recommending, they learn: • Style preferences • Typical uses • Budget • Color preferences • etc. Before you can persuade, you must be able to perceive.

  20. Customer Intelligence workshop • What is it? • A process to help you build actionable customer intel • A framework to build on • Defines what you want to know • Maps to website outcomes • Can be used incrementally • Why use it? • Maps your online customers to outcomes • Gets you “off zero” • Augments work done with Personas

  21. 6-step Process • Interviews and brainstorming on customer profiles • Refine desired info to categories and attributes • Content inventory and profile mapping • Goal and Scenario analysis • Mapping Scenarios to profiles • Implementation

  22. Interviews and brainstorming Build a team of sales and customer service staff and work through the following questions: What customer information helps you win business? • Business drivers • Pressure points • Segments and needs • Roles • Problems and solutions • Feature mapping • Objection handling • Competitive positioning

  23. Developing categories and attributes Refine desired info to categories and attributes Once you know what you want to know: • Look for patterns • Prioritize • Build categories • Define attributes • Quantify attributes • Populate workbook Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

  24. Inventory mapping • Catalogue all content • Describe all content • Label categories and attributes • Map content attributes • Look for holes • Fill the gaps (or how you plan to) • Score the content Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

  25. Categorizing Visitors in Real Time

  26. Goals and Scenario analysis • List your site goals • Map goals to scenarios • Break scenarios down into steps • Label categories and attributes • Map steps to categories and attributes Workbook can be downloaded from: http://www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

  27. Next Steps What’s the finished product? • A roadmap of what scenarios and content are most relevant to different visitors • Set of meaningful customer behaviour for targeting • Rich segmentation data • Detailed profiles are also now being generated that are relevant to sales teams and customer service

  28. Blackmores

  29. Blackmores: Tracking

  30. Blackmores: Staying relevant

  31. Blackmores: Targeting

  32. I used to ski, but now I’m into hockey. http://www.flickr.com/photos/allaboutchase/

  33. Questions?

  34. Darren Guarnaccia Senior VP of Product Marketing, Sitecore dg@sitecore.net @dguarnaccia Melissa Casburn Director of User Experience, ISITE Design mcasburn@isitedesign.com @mcasburn Download the workbook from: www.sitecore.net/en/Products/Resources/whitepapers/Molding-Your-Customer-Experience.aspx

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