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Amplexor Customer Experience Management seminar presentation Damien Dewitte
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Amplexor Seminar
October 17, 2013
Integrating business applications and marketing content to create a powerful user experience
2.
Damien Dewitte
Head of Consulting
3.
Introduction
4.
5.
#WEM
“Web Experience Management is a practice, supported by a suite of technologies, all of which aid in the process of assembling and acting on both data and content in order to provide a seamless, tailored, consistent and relevant experience for each prospect or customer”
(Scott Liewehr, Gilbane Group)
6.
#REAN model
Through your online presence, your intention is to:
R - Reach: the set of activities needed to raise prospects' attention for your brand, product or service
E - Engage: the gradual, typically multi-channel, often recursive set of activities needed to engage the prospects you just won
A - Activate: the activities needed for your prospects to take, eventually, the actions you wanted them to take
N - Nurture: the activities needed to nurture the customer relationship you just managed to create
7.
You want your prospects/customers to:
Reach Engage Activate Nurture
FindRead/Watch
Follow
Interact
Act
8.
“Content and Data”
9.
#Content
Static information about Products and services
Highly shareable content
Reach
Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
10.
#Data
High user interaction
Reach Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
11.
#Interaction
It is exactly where users INTERACT with your website/apps, that you can track most user preferences!
Be creative with this information. And use this to convince the user to ACT.
Note: E-commerce sites have already focused on this for while !
12.
Meanwhile, for non e-commerce sitesØ We want to offer personalized “calls to action”. But we have no clue
about possible scenario’s or business rules.Ø Maybe we can have more than just “shareable content”, in order to
drive interaction.
13.
Integrating Business Applications
Cases
14.
#cases
Christelijke Mutualiteiten
Daikin Europe
Toerisme Vlaanderen (“Visit Flanders”)
Kinepolis
Rabobank International online banks (Belgium, New Zealand, …)
15.
16.
CM
Reach
Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
17.
18.
19.
20.
Daikin
21.
Daikin Europe
Reach Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
22.
23.
24.
25.
26.
Visit Flanders
Reach Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
27.
28.
29.
30.
31.
Kinepolis
Reach Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
32.
33.
Rabobank International
Reach Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
34.
Wrap up
35.
Technical reality
There’s many technical ways of exposing business data in public website and mobile apps.
A WCM system will often help to have the integrated data nicely presented in the website, and give a consistent user experience.
but it’s still an integration job.
36.
Marketing Reality
Content and data applications enhance user interaction
User Interaction allows to better understand the user’s profile.
User Profile allows to address tailored marketing messages which will convince the user to act.
While everybody agrees that this sounds quite trivial, the difficulty resides in:Ø Defining the business rulesØ Creating marketing messages and relevant content which are specific
enough to “match” a specific user profile or audienceØ Keeping it user friendly and non-intrusive
37.
Thanks