Measuring the Return on Investment of Customer Experience improvements can be a very elusive thing. Improvements in CX should drive real business value, however, how do we actually measure the value? This session will include industry examples and applied best practices of how you can use the Episerver platform to activate highly personalized and relevant experiences that engage users and drive measurable ROI to the business. You will walk away with valuable information on how to establish a CX baseline, how to use that baseline to drive improvements in your overall Customer Experience, and the ability to measure and translate CX analytics to inform a roadmap to create the highest value experiences on the Episerver platform.

1. Episerver
How to measure ROI from
CX Improvements on Episerver

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Kristine Stebbins
Managing Director
CX Strategist
HERO DIGITAL
Ascender Partner of the Year
Kristine.stebbins@herodigital.com
I am relentless in pursuit of crafting
amazing customer experiences that
create value for my clients and have
a positive impact on the world.
“

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Remember This Morning?

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Customer Experience Maturity Model
Most
Brands
VALUE
TIME
LEVEL 1
Developing
Foundational Investment
Basic understanding of the journey
“One size fits all“ experience
Blast Campaigns
Generic analytics
LEVEL 2
Emerging
Audience Segmentation
Personalization within a channel
Optimizing within-channel
conversion
Testing within channels
Digital Channel Expansion
Analytics tied to KPIs and
outcomes
LEVEL 3
Strategic
Single Customer View
Multi-faceted segmentation
Centrally Managed Assets
Global information architecture
Personalization across channels
Measurement across channels
and touchpoints
Optimizing the experience, not
the channel
Analytics tied to outcomes of
OMNI- channel approach
1:1 personalization
Continuous testing and
optimization
Customer profiles enriched by
every touch
Data yields insights and
predictions
Experience design is insight
driven
Personalized upsell and cross
sell pathways
Analytics tied to revenue
LEVEL 2
Emerging
LEVEL 4
Leading

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What Drives ROI?
Outside In Design with the End in Mind Think Omni
Always start with the
customers wants, needs
and goals
Don’t document the
experience you provide
today, design the
experience you want to
deliver tomorrow
Think about how the
customer journey moves
throughout the other
touchpoints

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1. How well do you understand your customers behaviors?
2. What are the key things you need/want to measure?
3. How will you track those measurements?
4. Visualize your Dashboard
5. Set measures and test
6. Establish a baseline and track from there
Where to Start?

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Optimization Framework
Find Try Buy Use Support Upgrade Refer
Customer
Understanding
Dynamic
Personas
Customer
Experience Design
Data Driven
Optimization
CX Improvement
Plan

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Dynamic Personas Drive Personalization
Assumptive Persona Researched Persona Dynamic Persona
Born out of existing
marketing segmentation
Based on existing
customer insights
Combined with predicted
customer behavior
Updated with latest
marketing segmentation
Refined based on client
guidance
Validated through
research
Personalized with
customer data
Analyzed against customer
behavior data (CMS, CRM,
etc.)
Optimized experience and
results through CX Design
Convert “assumptive personas” to “dynamic personas” for real time personalization.
Degrees of Personalization

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Decision Based Journey Maps Drive
Intentional Measures
ü Scenario Lead
ü Personal Driven
ü Decision Based
Focus on All Stages of
Customer Lifecycle
ü Primary and Secondary
KPIs Identified
ü Content, Capabilities,
and Business Rules
Identified

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Drive optimization by measuring
key actions and map the values
100
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62 74
67 72
58
64 71
59
65 69
61
63 68
100
100
Find Try Buy Use Support Upgrade Refer
FORSEE SCORE
YOUR INDUSTRY
ALL INDUSTRIES
52

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Optimization
Rollout Plan

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Kristine Stebbins
Managing Director
CX Strategist
HERO DIGITAL
Kristine.stebbins@herodigital.com
Special Offer:
Let’s Chat about Crafting a
Personalization Roadmap for Your
Organization