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TheRoleofTechnology intheCustomer Experience

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AboutYourPresenter

Jochen ToppeVP Product Strategy

@jochent#JBoye15

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AboutCoreMedia

• SoftwareVendor,Foundedin1996

• Headquartered inHamburg• FocusonContentandAsset

Management• MemberoftheJanusBoye

CMSExpertGroup

CustomerExperience

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OnlineAmplifiesCustomerFeedback

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BadCustomerExperienceProhibitsConversions

HaveYouEverAbandonedaPurchaseduetobadCustomerExperience?

Users That Would Purchase More Often if the shop experience was improved49%Never

37%

Yes,o-en35%

Yes,once28%

Of users would not want to do without in-depth product descriptions80%

Source:“Cross-Channel-Einkaufserlebnis – AufdenWohlfuhlfaktor kommt es an!“- StudyoftheECCCologne

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GoodCustomerExperienceDrivesConversions

GEUXCenterofExcellence:TheBusinessValueofUX

WatermarkConsulting:The2015CustomerExperienceROIStudy

89% ofCMOsexpecttodifferentiateprimarilyoncustomerexperienceby2016

- GartnerCMOSurvey2014

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DM– LargestGermanDrugStoreChain

Withmorethan2,900storesandapprox.50,000employees,dm isoneofthelargestdrugstorechainsinEurope.

Source:Forrester Customer Experience IndexGermany, 2014

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Lesson1:BlendCommerceandContent

Instant ConversionOnce you have your customer’s

attention, instantly convert by seamlessly integrating e-

Commerce

Engaging ContentContent Marketing and

Storytelling increase customer engagement, brand interaction, and

traffic

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ÚCoreMedia rendersanddeliversthewebsitetothecustomerÚCommercecontent/dataisdynamicallyintegratedinthewebsiteviaRESTcalls

Commerce

CoreMediaww

w.y

ourd

omai

n.co

m

Integration:Content-LedScenario

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Integration:Commerce-LedScenario

Commerce

CoreMedia

www. yourdomain.com

ÚCommercerendersanddeliversthewebsitetothecustomerÚContentfromCoreMediaisintegratedasfragments

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Integration:BlendbothIntegrations

CoreMediaDXPe-Commerce Engine

e-CommerceSystemAPIsWidget

SessionHandling

Side-by-Side

Commerce-Led

Content-Led

e-Commerce-Led Content-LedBlended

REST

e-Commerce Content

Contente-Commerce

e-Commerce Content

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Lesson2:PersonalizeLong-TermCustomerInteractionsviaPersonalization:“Glückskind”

PersonalContent and interaction is adapted to the parent’s needs and the needs

of the child according to age

Product RecommendationsEmotional, engaging content is

interwoven with crucial product offerings

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Homebase - HomeImprovementintheUK

EngagingContentandOmni-ChannelExperience

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Lesson3:EngagingContentandMediaDriveInterest

Instant ConversionOnce you have your customer’s

attention, instantly convert by seamlessly integrating e-

Commerce

Engaging ContentContent Marketing and

Storytelling increase customer engagement, brand interaction, and

traffic

36%increaseinonlinevisitors17%upliftinSEO-relatedsales

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Lesson4:MobileisaMUST

Mobile AccessEverything is responsive and

adaptive – including image assets

Content ReuseContentgetsreused– reducingthe

numberofpeoplerequiredtohandlemultiplechannelswhilemaintaining

brandconsistency

Sales IncreaseMobile sales are drastically

improved through better visiblity

60%increaseinmultichannelsales!

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BecauseMobileisTakingOver!

AccordingtoajointmobilereadinessstudybyCrispResearch,CoreMedia,andT-Systems(“VerschlafendeutscheUnternehmendiemobileRevolution“)

Germany World

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DigitallyEngageCustomersAcrossallChannels

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Lesson5:IncludePoint-Of-SalesinyourDigitalStrategy

Media-Neutral Content Media-neutral content can easily

be featured on any channel

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In-Storeand Online:ASymbiotic Relationship

Source:Halbach, J.;Eckstein,A.:DasCross-Channel-Verhalten derKonsumenten, ECCKöln, Köln.

In-Store

Online Shop14,2%

50,2%

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IntelligentlyandCentrallyManageYourContent(andAssets)

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Lesson6:IncludeDigitalAssetsinYourStrategy

Easily ManagedTie assets and products together in

metadata for advanced user experiences and easier

management

Adaptive DeliveryDeliver assets to match the

device’s needs and best user experience

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HowareYou doing?

Question1:

WhatInitiativesAreYouEmployingtoImproveCustomerExperience?

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Forrestersays..

“Ourresultsshowthatthemajorityofbrandsacrossall threecountries clustered intheOKandpoorcategories. IntheUK,87%ofthebrandswereOKorpoor;inGermany,84%wereOKor

poor;andinFrance,55%rankedaspoor.“- TheFrance,Germany,AndUKCustomer ExperienceIndex,Forrester,2015

,

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MobileReadiness

59%ofthetop500GermanBrandSitesarenot MobileOptimized!

AccordingtoajointmobilereadinessstudybyCrispResearch,CoreMedia,andT-Systems(“VerschlafendeutscheUnternehmendiemobileRevolution“)

Question2:

WhatKeepsYouFromSucceeding?

…AndHowDoYouOvercomeIt?

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Inhibitor1:Siloesvs.CustomerCentricity

It’soktosolvetheproblemstep-by-step.LetTechnologyHelp!

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Inhibitor2:DisruptiveReplatformingEfforts

Insistonfastresults

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Inhibitor3:ScarceTime,ResourcesandBudgets

FreeResourcesfromMundaneTasksTreatTechnologyasanEnabler

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Questions,Discussion

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ThankYou!

Jochen Toppewww.coremedia.com

@jochent#JBoye15

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