Lars Birkholm Petersen

E: Lpe@sitecore.net
T: @LarsBirkholm

CUSTOMER EXPERIENCE
MATURITY MODEL

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It used to be so easy...

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Remember when...

 It was all about Technology

• Launch and forget websites
 Success was getting visitors through the door
 One channel to control

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Web evolution
Predictive experience Self tuning experience
Intelligent personal agents
The personal Experience Holistic Customer Intelligence
The Digital Experience The connected Goals Multichannel Marketing
Social Media Sharing DMS, Social
Conversions 2010- Web 3.0
Semantic Search Social Networks OMS
Simplified Goals
Analytics Visitors and Visits
Simplified Email Mgt
Content SEO Weblogs Office 2.0

2000-2010 Web 2.0

Usability Localication
Keyword search
Technical Wikis
SEO Directory Portals

Page ranking Workflows Founded

CM
1990-2000 Web 1.0
Static websites
GroupWare

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The demand is changing

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The rise of Generation C...

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We live in the age of the Customer

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Sitecore Customer Engagement Platform

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Digital Marketing System (DMS)
Goals &
Engagement
Values
Social Engagement
Integration Analytics

Sales
enablement Campaign
with CRM Management
integration

E-mail Rules Based

campaigning Personalization

Engagement A/B split & MV

Automation testing

Predictive Personas &

personalization profiling

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To harvest the value
It’s all about People, Process and Technology!

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Business Optimization Services - What

Best Tools Frameworks

Workshops Practices
Workshops How to and Different sets Different
that supports Best practices of tools, that Frameworks,
the initial guides, that help in like the Digital
project and can be used assessing Relevancy
continuous after which Map, that can
optimization Workshops in capabilities be used
support for should be strategically
the used and as input
configuration according to for
time, budget configuration
and maturity

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Business Optimization Services - Methodology

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Customer Experience Maturity Model
The path to build Lifetime Customers...

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www.sitecore.net
 Automated Decisions

Predictions

Central Hub for profiles

Automation
Testing

Profile content & Visitors

Personalization

Community Management

Campaign Management

Ecommerce Services

Tracking Customer interactions

Social Connecting

Content distribution

Email Marketing

Web analytics

Traffic Acquisition (SEO & Search Marketing)

User Centered Design

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 Automated Decisions

Predictions
1 = Primary markets Central Hub for profiles

Market 1
2 = Near markets
3 = Emerging markets Automation
Testing

Profile content & Visitors

Personalization

Community Management

Market 1+2 Market 1+2+3

Campaign Management

Ecommerce Services

Tracking Customer interactions

Social Connecting

Content distribution

Email Marketing

Web analytics

Traffic Acquisition (SEO & Search Marketing)

User Centered Design

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 Automated Decisions

Predictions

Adaptive Print

Automation (Basic) Automation (Advanced)

A/B Testing Multivariate Testing

Profile content & Visitors Central hub for profiles

Rules Based Personalization Behavioral Targeting

Establish Community Community integrated Cross Channel

Campaign Management Campaign Attribution

Ecommerce (stand alone) Ecommerce (integrated)

Customer Tracking (Reporting) Customer Tracking (CRM integration)

Social (share) Social (listen) Social (engage)

Content distribution (Multi Channel – starting with Mobile site) Content distribution (Cross Channel dialogue)

Email Marketing (Basic) Email Marketing (Segmented) Email Marketing (Automated)

Web analytics Engagement analytics Predictive analytics

Traffic Acquisition (SEO & Search Marketing) Traffic Acquisition (SEO & Bid Management)

Design (One size fits all) Design (Responsive) Design (Device aware)

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 Automated Decisions

Marketers Predictions
Digital Analysts Adaptive Print
Acquisition Marketer
Channel Experts Automation (Basic) Automation (Advanced)
Data Analyst A/B Testing Multivariate Testing

Profile content & Visitors Central hub for profiles

Rules Based Personalization Behavioral Targeting

Establish Community Community integrated Cross Channel

Campaign Management Campaign Attribution

Ecommerce (stand alone) Ecommerce (integrated)

Customer Tracking (Reporting) Customer Tracking (CRM integration)

Social (share) Social (listen) Social (engage)

Content distribution (Multi Channel – starting with Mobile site) Content distribution (Cross Channel dialogue)

Email Marketing (Basic) Email Marketing (Segmented) Email Marketing (Automated)

Web analytics Engagement analytics Predictive analytics

Traffic Acquisition (SEO & Search Marketing) Traffic Acquisition (SEO & Bid Management)

Design (One size fits all) Design (Responsive) Design (Device aware)

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Assessment tool

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Recommendations for Initiate

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Recommendations for Radiate

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Recommendations for Align

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Recommendations for Optimize

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Recommendations for Nurture

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Recommendations for Engage

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Recommendations for Lifetime Customers

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Sitecore. Compelling Web Experiences

Step 1: Attract

Goals &
Engagement
Integrated tools Social
Values
Engagement
Integration Analytics

Sales
enablement Campaign
with CRM Management
integration

E-mail Rules Based

campaigning Personalization

Step 2: Convert

Engagement A/B split & MV

Automation testing

Predictive Personas &

personalization profiling

Step 3: Advocate

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Release of the Customer Experience Maturity
Model
 Ultimo February
• Simple Assessment widget avaliable on Sitecore.net
• eBook Avaliable on Sitecore.net

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Simple assessment

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Digital Optimization Insights eBook

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Using the Assessment initially

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Sitecore Business Optimization Services
Core package

CX Maturity Assessment
Strategic Objectives Questionnaire
Scoping WS
Initial Roadmap DMS check list
Engagement Value WS
Initial Engagement Value
EVS Guides
Scales

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Mapping Digital Goals to Engagement Values

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Mapping Digital Goals to Engagement Values

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Mapping Digital Goals to Engagement Values

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Mapping Digital Goals to Engagement Values

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spn.sitecore.net

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Lpe@sitecore.net

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Questions?

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