Personalisation uses the priceless information you gather about customers, both new and returning, to tailor content, information and offers. This session will look at how you can use personalisation to improve user experience and bring your segmentation strategy alive.

1. Using Personalisation
to Improve Customer
Experience
Steven Cassin
Partner Sales Manager, EPiServer

2. Introduction
How do we utilise the data we gather from our
customer interactions to deliver a better Customer
Experience across multiple channels?

3. What is Customer
Experience?
Customer Experience Management goes beyond the
development of a great user interface and user
experience

4. Traditional User Experience
• User Experience is focused on the ease of use with
which users can negotiate content and complete
activities in a particular channel
• Often Users are segmented into logical groups or
“Personas” and user journeys are planned to match
those segmentation groups

5. Delivering a Great User Experience!

6. Identifying “The User”

7. What is Customer Experience?

8. Delivering a Great
Customer Experience!

9. Delivering Great Customer Experience
• Customer Experience should consider also consider
automation based on:
– the context in which they are interacting and
– the data collated from previous interactions, across multiple
channels
Planning for:
The Individual User Profile (stronger the better)
+ The Context in Which their Visit is Set
= Improved Customer Experience

10. JIM STERNE ON ECONSULTANCY.COM

11. In
Store
In
Print
On
Street

12. Strengthening the Customer Relationship
Level of Customer Engagement
Brand
Loyal Advocate
Customer
Satisfied
Customer
Customer
Prospect
Value of the Customer Relationship

16. How do we improve
(Digital) Customer
Experience?
The EPiServer Platform allows us to optimise the
Customer Experience in a variety of ways, including
Personalisation

17. Segmentation and Personalisation
Here’s an idea…
Instead of delivering the same web experience to
every visitor, why not give each visitor the most
relevant, targeted experience possible?

18. Improving Customer Experience
• Flexible Design Process is a Pre-Requisite
• Segmentation and Personalisation
– Logical groups
– Individual customers where possible
– Context of the visit
• Analytics and iterative improvement
• Address silo’d data by centralisation / openness
• Consistent quality of service and information across channels –
traditional website, mobile, social, email, search, customer
service, call centre, print, on street etc.

19. ANDY BETTS ON ECONSULTANCY.COM

20. The Personalisation Toolkit
EPiServer provides a range of tools
and features which enable
Marketers to leverage customer
Knowledge gained through
Multiple channels and to use
this data to enhance the overall
Customer Experience

21. The Personalisation Toolkit
• Digital Marketing & Digital Sales
– Across multiple channels / devices
– Across multiple brands
– Across multiple markets
• Targeting and Personalisation
• Behavioural Search & Merchandising
• Measurement & Optimisation Tools
• Email & Campaign Management and Marketing Automation
• Integration Services (CRM, ERP, DAM)
• Social & Community Development

22. The EPiServer Approach
Benefits:
Web Social Mobile Commerce • Personalised
sites sites sites sites • Inter-related
• Cross-over
• Persistent
Online Center Dashboard
EPiServer Find Integrated:
• PIM / ERP
• Search & Merch
• CRM
• Analytics
Content Community Communication Commerce
• Data
Channels
CRM Integration – Connection to Additional Channels
• Cloud-based

23. Let’s Build!

24. Start Small

25. Pick one or two of
your low-hanging fruit
• Speed and iteration.
• Don’t even try to get it perfect first time.
• How about this for a start?
– ”First time visitors should always be treated like first time
customers”
– ”Geography can be a simple start to targeting.”
– ”What did they search for on Google before coming to our
site”
– “Let’s personalise banner content on 5 key landing pages”

26. Develop Personalisation Personas
• Think about the unique needs of different users –
existing customers, different
demographics, prospects, partners, job-seekers, the
press
• Think about the context they may visit your online
presence – awareness, research, purchase, customer
service, directions etc.?
• and think about how you can use your knowledge
about them to serve targeted content

27. Personas

28. Use what you know
• You probably know more than you think:
•Gender
Profile •Age
•Birthday....
•Pages they viewed / E-mails opened
History •Products they’ve bought
•Events they’ve attended
Community •Interests
•Level of engagement and sentiment
activities
Clickstream •Gives a good idea of their intent
•Geography
IP •Company
•Industry

29. Segmentation – Persona’s
Drag and drop criterion
Set parameters for each
Optionally establish points

30. Goal
• First time visitors shall get a good understanding of
our offering, and fast!
– Metrics: 25% of all first time visitors shall look at the product
introduction video.
• First time visitor shall easily find reference clients
– Metrics: 25% of all first time visitors shall read about a
reference client case.

31. Personalisation
Start with key content
blocks and measure impact

32. Measurement & Optimisation

33. Measurement & Optimisation

34. Measurement & Optimisation

35. Measurement & Optimisation

36. Next Step

37. Delve Deeper

38. Explore Mobile
• Adapt to devices
• Cross the channel
• Understand the context
– Geo-Location
– Typical requirements
– Recent interactions
• Personalise the content and
user journey
38

39. Personalise Social Interactions
39

40. The Goal?

41. The tactics
• Iterative Improvement
• Personalise before you have a comprehensive profile
– Start simple
• Look for more intent indicators
– Onsite search
– Clickstreams
– Basket or form abandonment
– Social sharing
– Reviews and ratings
– E-mail clickthroughs
• Test, Measure and Optimise everything....
• Consider new ways of gathering even more data…

43. Branded Communities
• “Facebook in a box”
– Member Profiles, Walls, Inbox
– Groups
– Messaging
– Image and Video Galleries
– News, Events, Calendars
– Blogs, Forums, Editorial
– Documents
– Collaboration Areas
• Blend published and user generated content
• Data Mining Capability enhances personalised marketing
opportunity

44. “There’s been a 35% increase
in unique visitors coming to the
site, year-on-year. Online
revenues are up too, with an
increase of 46%.“
Elliott Pritchard
New Media Manager, P&O Cruises

47. The Challenge

48. The Challenge
• New to a lot of companies
• Unclear ownership and allocation of resource
• No clear metrics
• IT bottlenecks
• Multiple systems
• Limited data
• A champion to carry it
forward

49. Start with clear goals and metrics
• Establish these, write them down and get buy-in and
involvement from everyone that matters
• Things like:
– Boost conversion rate by 40%
– Return on investment (ROI) of 50% within six months
– Increase monthly new lead supply by 30%

50. Assemble the right team
• Web personalisation should be owned by the overall
website owner – often marketing – but you’ll also
need the involvement of the people who own each
important section of the site.
• People like:
– The web editors, Community owners, Product
management, Sales, Customer service, Technical
support, Human resources…

51. Use as few software systems as possible
• The Content management System is the logical place
for driving personalisation (at least for us)
• Since:
– It’s where content lives.
– It’s where the day-to-day web editors work.
– It controls where your content meets your customers.
– It’s already delivering dynamic pages.
– It integrates easily with CRM and other data sources.

52. Make the workflow simple
• The whole idea behind personalisation is to be
responsive to your market. So start simple, learn and
refine over time.
• Like this:
– Think about your segments
– Identify opportunities to personalize
– Create a rule
– Test it
– Go live
– Analyse the results, tweak and repeat

54. Drivers for Perfect Personalisation
• Consent
Registration and profile management, social opt-in
• Control
Enable customers to control the level of personalisation
• Context
Use device, location, entry point, search term to drive
personalisation
• Incentives
Tangible benefits for sharing the data you need as well as
delivering the personalised experience

55. Questions &
Answers

56. About EPiServer
EPiServer is a software company providing robust, flexible and
highly customizable solutions that support and manage the four
most important areas of a company's online presence:
Content management;
Community and social media;
Commerce and;
Communication.

57. About EPiServer
Socialise
• Delivering online platform
software within four main areas:
– Content
– Community
– Communication Personalise
– Commerce
• 22,000+ websites are running
EPiServer
• 4,500+ customers
Mobilise
• 130,000 Content Editors Daily
• Profitable since inception in 1994

58. The EPiServer Approach
Benefits:
• Personalised
Web Social Mobile Commerce • Inter-related
sites sites sites sites • Cross-over
• Persistent
Online Center Dashboard
Integrated:
• PIM / ERP
• Search & Merch
• CRM
Content Community Communication Commerce • Analytics
• Data
Channels
CRM Integration – Connection to Additional Channels
• Cloud-based

59. User Journey
Get social
• Ratings and reviews Get Engaged
• Blogs and polls • Rich media
• On site or public • Context driven
• Mobile
Get visible
• Organic Search Get Converted
• Paid Search • Registrations
• Display Ads • Transactions
• Social • Memberships
• Mobile • Customer care
Get In Touch
• E-mail
• Social
• Personalized
59

61. Steven Cassin
Partner Sales Manager, EPiServer
Skype: stevencassin
steven.cassin@episerver.com
Phone: 07957 000973
Thank you!