Measuring the ROI 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 presentation includes insights from Optos, a B2B manufacturer who is using Episerver CMS and CDM Microsoft Dynamics to build deeper connections. You will walk away with valuable information on how to establish a baseline, how to use that baseline to drive improvements in your overall CX and the ability to measure and translate CX analytics to inform a roadmap to create the highest value experiences on the Episerver platform.

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How to Measure ROI on CX
Improvements on Episerver
Hero Digital 2019
OCTOBER 2019
Confidential, Hero Digital LLC

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Confidential, Hero Digital LLC
Hello!
What to measure
Where to start
Create a framework
Create a roadmap - to the stars
Table of contents

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Kristine Stebbins
SVP, Client Services and
CX Strategist
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.
“
”
‣ SVP, Client Services
‣ Works with clients every day to
connect customer experience
strategy with key outcomes, goals
and KPIs
‣ Expert at guiding clients through
the process of understanding the
business impact and outcomes of
embracing CX strategy

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Sharon Shepard
Director, Digital Marketing
Optos
It takes grit to keep the organization
moving forward, and focused on new
ways of working.
“
”
‣ Episerver evangelist within Optos – focused on driving
digital transformation in a B2B operation - globally
‣ Drove adoption of Episerver CMS, Episerver Commerce
and Episerver Campaign – into the organization.

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What Drives ROI?
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Know me:
‣ Personalize/Localize the experience in a way the competitors cannot
Teach me:
‣ Set the team up for sustainment success by sharing knowledge and
best practices throughout the process
Think outside in:
‣ Always start with the customers wants, needs and goals
Design with the end in mind:
‣ Don’t focus on the “todays” experience, focus on the future
Think Omni:
‣ Understand how the customer moves through all of the key touchpoints

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What to measure?
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Know me:
‣ Which KPIs can be tracked at an individual level?
Teach me:
‣ Set up a measurability framework that your team
understands and share knowledge on what
success looks like
Think outside in:
‣ What are the “health” markers of the experience?
Design with the end in mind:
‣ What does “healthy” look like in the future?
Think Omni:
‣ Which metrics travel across the journey?

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Where to start?
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How well do you understand your customers needs?
What are the key things you need / want to measure?
How will you track those measurements?
Visualize your dashboard
Set measures and TEST
Establish a baseline and track from there

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Decision based journey maps drive intentional
measures

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Happy Paths Provide a Detailed
Map of What To Track
Customer Experience (CX) is
focused on the collective
experience a customer has with
the company
‣ Brand Experience
‣ Messaging Hierarchy
‣ Value Propositions
‣ Customer Segments
‣ Customer Personas
‣ Customer Journeys
‣ Behaviors online and offline

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Decision based journey maps drive intentional
measures
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Personalization Rollout Program
Review Engagement Goals and Optimize
Launch Campaign and Track Goals
Configure Episerver Campaigns & Goals
Set Campaigns
Identify visitor segments/Personas
Establish ROI Goals
Create a Roadmap

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One Organization’s Journey

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How to measure the immeasurable?
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