http://www.flickr.com/photos/rexroof
Molding the Customer Experience
Melissa Casburn
Director of User Experience
@mcasburn
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
And you are?
Defining Business Outcomes
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We all have business objectives for our website
What’s in it for you?
What are yours?
Do they map to business objectives?
5
http://www.flickr.com/photos/warholian
Personas separate you from your users.
• Creates institutional context
• Ties to segmentation strategy
• Evolves with ongoing research
Hey. I’m Mike.
7
• focus groups
• interviews
• surveys
• user testing
• social media
• field observations
• user-generated content
formal
inquiry
company
knowledge
“ambient”
data
• customer service interactions
• sales interactions
• web analytics + search logs
I’m into skiing. I
don’t own a car.
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I’m an English major.
Scenarios
Mike: Urban Hippie
Needs & Pain Points
Peace of mind gained from cutting
losses of car ownership in the city and
freed-up money
Peace of mind gained from meeting
lifestyle goals as an eco-responsible
citizen
•
Mike doesn’t want his car
•
aversion to result in a
sheltered existence –
•
especially since he has dogs.
Would love to get the dogs out of the
city where they could run off-leash
Trips to the vet and kennel with two
large dogs are tricky on mass transit
•
•
Can’t transport big items or get to the
mountain on the bus or by bike
•
Mike has supported
alternative transport for
years and is proud to claim
that he’s never owned a car.
Sometimes Mike just needs
a car.
•
Content & Features
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•
•
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Info detailing financial
benefits of no car ownership
Info detailing environmental
and sustainability benefits of
car use
Link to FAQ about policies
and procedures for having
pets in cars
Car finder w/ fleet info
(vehicle size/type)
Info detailing reservation
system and time advance
time requirements
Car finder w/ cargo info for
each vehicle
I just need some
shoes.
segment by facet
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I’m headed to the
mountain.
But will my
skis fit?
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“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”
http://www.flickr.com/photos/warholian
The one size fits all experience no longer works…
Pro/consumer
Price
Products
Understand that everyone’s journey is different
Like Buying a Suit
Before recommending, they learn:
•
•
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Style preferences
Typical uses
Budget
Color preferences
etc.
Before you can persuade, you must be able to perceive.
Customer Intelligence workshop
• What is it?
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–
–
–
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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
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6-step Process
1. Interviews and brainstorming on
customer profiles
2. Refine desired info to categories and
attributes
3. Content inventory and profile mapping
4. Goal and Scenario analysis
5. Mapping Scenarios to profiles
6. Implementation
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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?
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Business drivers
Pressure points
Segments and needs
Roles
Problems and solutions
Feature mapping
Objection handling
Competitive positioning
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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-Your25
Customer-Experience.aspx
Inventory mapping
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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-Your26
Customer-Experience.aspx
Categorizing Visitors in Real Time
Home
Products
Prices
Store
locations
Consulting
Services
Case studies
Whitepapers
Employment
Opportunities
Title One
Job Two
Title Two
Job Two
Persona
Score
Near-term
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1
8
Long-term
15
3
20
Job-seeker
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0
Competition
0
Technical
sheets
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Goals and Scenario analysis
1.
2.
3.
4.
5.
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-Your28
Customer-Experience.aspx
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
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Blackmores
Blackmores: Tracking
Blackmores: Staying relevant
Blackmores: Targeting
I used to ski, but
now I’m into hockey.
http://www.flickr.com/photos/allaboutchase/
Questions?
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-CustomerExperience.aspx