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Customer Experience Management in the Real World
A Case Study
Prepared by: Randy Woods
Today’s Agenda
• Introductions
• The Changing World of Customer Experience Management
• Barriers to Customer Experience Management Success
• Case Study: Rotman School of Management, University of Toronto
• Concluding Thoughts, Questions and Answers
Randy Woods• President, Nonlinear Creations
• Helping organizations figure out what to do about this thing called the internet since 1995
• 16 years experience with data-driven online marketing tactics
• Past 4 years, has lead Nonlinear’s engagement with Sitecore Digital Marketing System
• @randywoods
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CXM in Context
The Shift from Ability to Outcomes
A Shift in Power – Google Trends – Content Marketing & A|B Testing
The Key Point
Something fundamental is shifting in the relationship between marketer and marketee
The power has shifted to the victims recipients of marketing activities
8
Marketing Infrastructure and Approach Needs to Change• Forrester Research – “WCM for Digital Customer
Experiences”
• Gartner Group – “CRM Multichannel Campaign Management” + “Web Content Management”
• Digital Clarity Group – “Web Content and Customer Experience Management”
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The Pallete of CXM Tactics
Customer Experience Management Capabilities in Sitecore DMS
• Assess Visitor EngagementNot all visitors are equal – score them differently
• Visitor ProfilesPut visitors in their place
• A|B and Multivariate TestingFind out what works
• Rules-based Implicit PersonalizationTarget content based on geography, organization…
• Persona- or Profile-based Implicit PersonalizationTarget specific content to specific personas
• Explicit PersonalizationTarget content based based on data in your CRM
• Engagement PlansAutomate marketing post initial contact
• Lead ScoringRate a lead based on behaviour
• Sales EnablementProvide sales with insight
• Mobile, Social Integration…….
Time to Impact / Return on InvestmentShort Time to Impact
• Rules-based implicit personalization
• A|B testing
• Engagement plans
Higher ROI
• Profile-based implicit personalization
• Explicit personalization
• Sales enablement
• Lead scoring
• Engagement value
Scenarios and the Value of Tactics
Short Sales Cycle• A|B testing
• Multivariate testing
• Rules-based implicit personalization
Considered Sales Cycle• Engagement
value
• Engagement plan
• Persona-based implicit personalization
• Lead scoring
• Sales enablement
Repeat Purchase• Explicit, CRM-
driven personalization
• Engagement plans
• Sales enablement
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Barriers to CXM Success
The Barriers
• The sheer array of tactics available can lead to confusion on where to start
• The ease of implementation means campaigns launch without an understanding of what success might mean
• Availability of analytic skills or access to resources with analytic capabilities
• Lack of senior management understanding of the potential – and the cost – of CEM
• Technical barriers
Rotman Overcame these Barriers
• The Outcome:
- A 6-18 month DMS roadmap of DMS tactics ordered to deliver value quickly while building for long term success
- 1-3 tactics implemented and running
• The Process:
- Deep review of existing analytics
- Stakeholder interviews to identify marketing needs and gaps
- Analysis and identification of quick wins
- Implementation of quick wins
Rotman Programs – Engagement Level
PhD
PT MBA
MBA
EP
EMBA
Mfin
0% 10% 20% 30% 40% 50% 60% 70%
Bounce Rate
PhD
PT MBA
MBA
EP
EMBA
Mfin
0 1 2 3 4 5 6 7 8 9
Pages per visit
MBA Prospects – Interest over Time
New Visitors
Second time visitors
Third time visitors
Fourth+ visit
10.11%
8.65%
6.94%
4.03%
Home page visitors going to fees and expenses - MBA - by visit number
New Visitors
Second time visitors
Third time visitors
Fourth+ visit
13.49%
11.09%
10.53%
7.16%
Admissions criteria from MBA Fulltime page
New Visitors
Second time visitors
Third time visitors
Fourth+ visit
4.42%
5.47%
5.67%
6.54%
Application deadlines from MBA Fulltime page
Interests and information needs vary with number of visits
May June July August SeptemberOctober NovemberDecemberJanuary February March April May June July August SeptemberInitial CampaignsA|B test for EP 1A|B test for EP 2Ambassador Personalization
Mid-Term CampaignsGeo-IP personalizationTarget work permit info on home pageTarget international campus info on home pageHighlight International applicants linkShow Toronto-prospects part time info on home page
Visit number personalizationHome page personalization
Company-based personalizationEMBA prospect matching to company alumniEMBA prospect matching to alumni from verticalEP prospect matching to companies where custom training is provided
A|B TestsEP test set AEP test set A.1EP test set BEP test set B.1Ambassador page test set AAmbassador page test set A.1Home page test set AHome page test set A.1Full Time MBA test set AFull Time MBA test set A.1PT MBA test set APT MBA test set A.1Application Process AApplication Process A.1EMBA test set AEMBA test set A.1
Engagment PlansEP engagement plan oneEP engagement plan twoEP engagement plan three
Engagement Value Engagement Value implementation
Longer Term
Test B
Test A
A|B Test One
Test bTest a
A|B Test 2
Personalization by Geography
Results
From China
All Visitors
0.0% 5.0% 10.0% 15.0% 20.0% 25.0%
Exit rate – from student services page
No before and after tracking – best available stand in metric
From China
All visitors
0 5 10 15 20 25 30 35 40
Avg. time on page - seconds 13%
-43%
Geographic Personalization II
Geographic Personalization II
Results
Pre-personalization Post-personalization0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Bounce Rate
Pre-personalization Post-personalization0
50
100
150
200
250
300
350
Visit Duration (seconds)
Pre-personalization Post-personalization0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
Pages per visit
-23%
23%
14%
Personalization by Visit Number (V = 1)
Can I get in and how
much does it cost?
Personalization by Visit Number (V=2)
Why should I choose
Rotman?
Personalization by Visit Number (V=3)
What will I learn and from who?
Personalization by Visit Number (V=4)
Call to Action
Results - Bounce Rate
New Users Second Visit Third Visit Fourth+ visitPre-Personalization 49% 44% 42% 53%Post-Personalization 51% 45% 45% 47%
Results - Bounce Rate
New Users Second Visit Third Visit Fourth+ visitPre-Personalization 49% 44% 42% 53%Post-Personalization 51% 45% 45% 47%
Only 4+ Visit Figure is statistically valid
Key Lessons from Rotman and Other CEM Deployment• Engage every person who has responsibility for business
outcomes of the website
• Use analytics to guide your roadmap:- Segment current traffic by each of the dimensions against which
you can target content – geography, visit frequency, company
- Look for significant behavioural differences
• Focus initial efforts on highest reward areas:- One lead gen form used by entire organization?
- The homepage! Traffic dwarfs your landing pages.
More Information?www.nonlinearcreations.com