Welcome

The Super-Powered, Connected Customer

Housekeeping

• All phones are muted, please submit questions via chat window

• Tweet us! #connectedcustomer

@WSOLHQ @episerverUS

Our Presenters

Donna PahelDirector, Digital Marketing & eCommerce StrategyEPiServer

Dennis KardysDesign DirectorWSOL

The NewRealities

#connectedcustomer

The Funnelis DEAD

© 2014 EPiServer Inc. #connectedcustomer

Formulation

Pre-commerc

e

Commerce

Post-commerc

e

Consider• Self-identified need• Provoked need

Evaluate• Value proposition• Self actualization

Transact• Self actualization realized• Validation

Express• Experience evaluation• Product/service performance• Advocacy and Loyalty

Continuous Path to Purchase

© 2014 EPiServer Inc. #connectedcustomer

According to Bain and Co., a 5% increase in

customer retention

can increase a company’s profitability by 75%.

Consider The BIGGER Picture

#connectedcustomer

Gartner Group statistics report that 80% of your

company’s future revenue will come from

just 20% of your existing customers.

Consider The BIGGER Picture

#connectedcustomer

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• Technology-enabled

• Amplification of

voice

The New World:The Super-powered, Connected Co-sumer

© 2014 EPiServer Inc.

• Instantaneous

impact

• Evolving

expectations

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The New World

• Mass market approach to 1:1

• THE Store to MY Store

• Competing channels to channels in concert

to provide a seamless brand experience

• B2B and B2C to H2H

• Linear path to purchase to a continuous cycle

• Point of sale to many points of sale – Commerce DNA

Multi-Channel versus OmniChannelPast to Present and Future

© 2014 EPiServer Inc. #connectedcustomer

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Cut the NOISE:Emerging Technologies, Changing Customer Expectations

© 2014 EPiServer Inc.

InternalIS

#connectedcustomer

The BusinessOpportunity

#connectedcustomer

Your New CMOChief Marketing Operative

© 2014 EPiServer Inc.

Key Considerations:

• How are you heeding their

call?

• How are you empowering

them?

#connectedcustomer

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Survive and Thrive

• Firmly plant yourself in your

Customers’ shoes

• Live, breathe, eat and crap

your Customers’ POV

#connectedcustomer

Formulation

Pre-commerc

e

Commerce

Post-commerc

e

Consider• Self-identified need• Provoked need

Evaluate• Value proposition• Self actualization

Transact• Self actualization realized• Validation

Express• Experience evaluation• Product/service performance• Advocacy and Loyalty

© 2014 EPiServer Inc.

Continuous Path to PurchaseWhat is Your Brand Commerce DNA™

Formulation

Pre-commerc

e

Commerce

Post-commerc

e

Consider• Self-identified need• Provoked need

Transact• Self actualization realized• Validation

Express• Experience evaluation• Product/service performance• Advocacy and Loyalty

Consider your brands’ challenges & opportunities along the continuous path of the connected consumer

MediaSearch

Calculators and visualization tools

Shopping list builder, offer generator, comparison tools

Digital/social currencyand rewards

Customer sharing, survey

Help and customer service, live chat, community

Contextual, personalized content

© 2014 EPiServer Inc.

Contextual, personalized content

Contextual, personalized content

Continuous Path to PurchaseWhat is Your Brand Commerce DNA™

Evaluate• Value proposition• Self actualization

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#winning

© 2014 EPiServer Inc.

• Access: When, where and how I need it

• Personalize: It’s all about me

• Mind your manners: Self-actualization, show

gratitude and reward behaviors

• Empowerment: Facilitate advocacy and share-

ability

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Why

We are visionaries with a proven

technology solution – we’re committed

to a progressive and iterative path

forward. We enable harmonious

content and commerce delivery…

seamlessly. Our solution scales, is agile

and empowers you to move at the

pace of your customer.

#connectedcustomer

Why

5 000CUSTOMERS

20 000WEBSITES

#connectedcustomer

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Director Digital Marketing & eCommerce

© 2014 EPiServer Inc.

Donna Pahel@hapagirlpghdonna.pahel@episerver.com

#connectedcustomer

Donna Pahel is Director, Digital Marketing & E-commerce Strategy at EPiServer in North America. As an industry expert with 18 years of experience as a practitioner, Donna brings forth thought leadership and strategic insight from the Customer point-of-view. Most recently, Donna was Director, Digital CRM, leading digital customer relationship marketing for $10B+ multi-format retailer, Giant Eagle, Inc. She recently received honors as one of Progressive Grocer's 2012 Top Women in Grocery – Rising Stars.

Prior to joining Giant Eagle, she developed and led digital and traditional marketing and communications programs for global manufacturer, PPG Industries. Overall, her 18 years of industry experience span B2C and B2B marketing across multiple industries including retail and manufacturing with both client-side and agency-side perspective.

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Channels and Silosits easy to believe that your customers see the big picture… • Website• Mobile Site• Inbound Campaigns• Social Networks• Person to Person• Traditional Media & Publications

Your Brand

Your Services

What your customers seeVs. what your customers see.#connectedcustomer

#connectedcustomer

#connectedcustomer

#connectedcustomer

#connectedcustomer

27#connectedcustomer

Multichannel Bingo…

Website(desktop)

Mobile Site

Email/inbound

In-StoreExperience

Brandguidelines

POSDisplays

native platformapps

Kiosks

Ads

Print/Catalogs

TV/Radio

Call center

Emailsupport

SatisfactionSurveys

InPersonFront lines

(Staff)

Online POS Mar-Comm Customer Service

Does not = cross-channel

Website(desktop)

Mobile Site

Email/inbound

In-StoreExperience

Brandguidelines

POSDisplays

native platformapps

Kiosks

Ads

Print/Catalogs

TV/Radio

Call center

Emailsupport

SatisfactionSurveys

InPersonFront lines

(Staff)

Online POS Mar-Comm Customer Service

Establishing a technical foundation

• Plugging the leaks• Consistency Across Platforms• Consolidated Data

#connectedcustomer

Plugging theLeaks

• Triage what’s existing• Patch what’s missing

#connectedcustomer

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Cross Platform Consistency• Consistent Brand/UI• Consolidated Code• Centralized Content

#connectedcustomer

Centralizing Content (Web)

#connectedcustomer

• Customer Info• Pricing• Orders• Account Info• Skus• Weight• Dimensions

• Product Rich Descriptions• Assets (product images)

…and across channels

…and across channels

…Data you can play with.

#connectedcustomer

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Get out frombehind the curtain

User Research Toolbox

• Direct Contextual Observation• Interviews• Surveys

• Personas• Scenarios• Customer Experience Maps

METHODS

DOCUMENTS

Experience Maps

#connectedcustomer

ACTIONS/CHANNELS

TOUCHPOINTS

EXPERIENCES

ACTIONS/CHANNELS

STAGES OF ENGAGEMENT

#connectedcustomer

Mobile technology binds the digital and the physical

Create experiences that are• Convenient• Consistent• Contextual• Service Driven

#connectedcustomer

CultivatingOmnichannelExperiences

• Collaborative Workshops• Cross-Pollinate• Aligning campaigns• Get away from your desk

Get Started!

• Audit touchpoints• Pair channels• Create bridges• Listen to everyone

#connectedcustomer

Questions?

Contact Us

Donna PahelDirector, Digital Marketing & eCommerce Strategy

donna.pahel@episerver.com @hapagirlpgh

Dennis KardysDesign Director, WSOL

dkardys@wsol.com @dkardys

#connectedcustomer