Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass

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Customer Experience Management: Making the Business Case Paul Fennemore [email protected]

Transcript of Aligning Business Goals & ROI - Sagittarius Travel Marketing Masterclass

Customer Experience Management:

Making the Business Case

Paul Fennemore [email protected]

• Uber: World’s largest taxi company owns no taxis

• Facebook: Worlds most popular media company creates no content

• Alibaba: One of the worlds most valuable retailers has no inventory

• Airbnb: World’s largest accommodation provider, owns no properties

Business Models Have Changed!

3© Aero Icarus, 2014

The power to disrupt: How marketers are turning industries upside downwww.sitecore.net/learn/resources-library/white-papers/power-to-disrupt.aspx60% increase in conversions

2 planes filled per minute

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• How does it serve our marketing imperatives?

• What does a digital marketing strategy comprise of?

• What is the business case/ROI?

• How much should we be investing?

• What are our marketing goals?

• How do we measure success?

• What skills & resources do we need?

BUT!

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Blockers

• Not considered to be a boardroom mandate

• Not viewed as strategic

• Seen as IT projects and operational

• Disparate technologies, long implementationphases and the project flounders

• 90% of global marketers are not trained on how to calculate an ROI

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But how?

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1. Increase market penetration with particular geographies/segments/products2. Increase revenue from repeat business/retention3. Increase income from augmented offerings – cross sell4. Improve operational efficiencies: agility and cost optimisation

Primary corporate

objectives

The situation SWOT Market AuditPLANDigital

Transformation

Marcoms practicesCustomer ExperienceAgile Marketing

Technology

People

Process

SegmentsPersonas

Visitor Journeys

Rules based engine

Experience Management

PersonalisedEngagement

Plans

DynamicPersonalisation

Single Customer

View

AnalyticsInsight

A/B MV Testing

Simplified Editing

Goals and Engagement

Values

Unified Platform

CampaignManagement

Social Connect

MobileIntelligent

Website emaileCommerceWeb-to-

Print

Open APIDatabases

FxM

AttributionOptimisationPerformance

Omni-Channel

Primary marcomsgoals

#Customer acquisition

#Self-service levels =optimise

costs

#Launch product Z to segment X

#Upsell & cross-sell

# Engagement levels = repeat

business

#IncreaseBrand

Awareness

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1. Increase market penetration with particular geographies/segments/products2. Increase revenue from repeat business/retention3. Increase income from augmented offerings – cross sell4. Improve operational efficiencies: agility and cost optimisation

Primary corporate

objectives

The situation SWOT Market AuditPLANDigital

Transformation

Marcoms practicesCustomer ExperienceAgile Marketing

Technology

People

Process

SegmentsPersonas

Visitor Journeys

Rules based engine

Experience Management

PersonalisedEngagement

Plans

DynamicPersonalisation

Single Customer

View

AnalyticsInsight

A/B MV Testing

Simplified Editing

Goals and Engagement

Values

Unified Platform

CampaignManagement

Social Connect

MobileIntelligent

Website emaileCommerceWeb-to-

Print

Open APIDatabases

FxM

AttributionOptimisationPerformance

Omni-Channel

Primary marcomsgoals

#Customer acquisition

#Self-service levels =optimise

costs

#Launch product Z to segment X

#Upsell & cross-sell

# Engagement levels = repeat

business

#IncreaseBrand

Awareness

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* * * * * * *

Discounted personal transfers.

Skiing accommodation brochure: Austria. Saalbach

Regular Skier - Intermediate

Group Skiing, Chalets

Keywords: Chalets, Austria

Free ski voucher: try the latest for a day.

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1. Increase market penetration with particular geographies/segments/products2. from repeat business/Increase revenue retention3. Increase income from augmented offerings – cross sell4. Improve operational efficiencies: agility and cost optimisation

Primary corporate

objectives

The situation SWOT Market AuditPLANDigital

Transformation

Marcoms practicesCustomer ExperienceAgile Marketing

Technology

People

Process

SegmentsPersonas

Visitor Journeys

Rules based engine

Experience Management

PersonalisedEngagement

Plans

DynamicPersonalisation

Single Customer

View

AnalyticsInsight

A/B MV Testing

Simplified Editing

Goals and Engagement

Values

Unified Platform

CampaignManagement

Social Connect

MobileIntelligent

Website emaileCommerceWeb-to-

Print

Open APIDatabases

FxM

AttributionOptimisationPerformance

Omni-Channel

Primary marcomsgoals

#Customer acquisition

#Self-service levels =optimise

costs

#Launch product Z to segment X

#Upsell & cross-sell

# Engagement levels = repeat

business

#IncreaseBrand

Awareness

Show me the money!

The Sitecore ROI Calculator

Revenue Conversions Customers Customer retention & advocacy Traffic Customer self-service Market share Market reach Brand awareness Relevancy & engagement Re-use of assets Democratisation of digital

Total cost of ownership Editing time/costs Time to publish content across multiple channels CMS management time/cost Systems integration management Specialist Web skills External agency costs Time to market Call centre resources/time IT skills and costs PPC & SEO costs Translation costs

The Business Case

DecreaseIncrease

The Sitecore ROI Calculator

• Calculates an objective ROI/business case & builds confidence in making the investment in Sitecore with key stakeholders.

• Based on the rigour of formal research by; Forrester, eConsultancy, Gartner, Annuitas Group and factual case studies.

• Demonstrates revenue uplift at each of the 7 stages of the Maturity Model.

• Highlights value gained from tactics: personalisation, testing, experience automation, mobile optimisation.

• Factors in both capital and operating costs vs. an organisations current methods and costs.

• Produces simplified ROI dashboards as well as detailed reports over 3 or 5 years periods.

• .

The ROI CalculatorThe Sitecore Customer Experience Platform

1. Maturity level 2. Personalisation 6% - 12.%3. Testing 1% - 6%4. Experience automation 3%- 7%5. Mobile optimisation6. Multi-channel campaigns

1. Time before Sitecore platform becomes operational2. Time/cost to execute tactics e.g. testing 3. Time/cost to optimise content for mobile devices4. License, maintenance, xDB annual subs costs etc5. Design, build, set-up costs6. Data integration costs7. Training8. Other costs: Email cleansing, translation

Factors in the ROI Calculator

Efficiency /cost factors(before and after)

Optimisation tactics

95% of companies who used a combination

72% increase in conversions. Source: eConsultancy, 2014

Sources: Forrester, eConsultancy, Gartner, Annuitas Group

Scenario

Insurance Company

• £100m revenue

• £150 av. policy value

• 1 million website visitors p.a

• At Radiate stage (level 2)

• Conversion rate 12%

Factors

• 6 months before effective

• 25% increase in visitors by YR3

• 60% new customer retention

• Advanced level = 100% reach

Consulting • Workshops • Training • Online Services

Sitecore Business Optimisation Services

Possibilities

Strategy

Business case/ROI

Adoption: Xccelerate Program

Driving value

Sitecore Enablement Services