How to Measure ROI from CX Improvements on Episerver
•
3 likes•118 views
Hero Digital Managing Director Kristine Stebbins Measuring the Return on Investment of Customer Experience improvements can be a very elusive thing. Improvements in CX should drive real business value, however, how do we actually measure the value? This session will include industry examples and applied best practices of how you can use the Episerver platform to activate highly personalized and relevant experiences that engage users and drive measurable ROI to the business. You will walk away with valuable information on how to establish a CX baseline, how to use that baseline to drive improvements in your overall Customer Experience, and the ability to measure and translate CX analytics to inform a roadmap to create the highest value experiences on the Episerver platform.
Report
Share
How to Measure ROI from CX Improvements on Episerver
- 1. Episerver How to measure ROI from CX Improvements on Episerver
- 2. ©2017,confidential.©2018,confidential. 2 Kristine Stebbins Managing Director CX Strategist HERO DIGITAL Ascender Partner of the Year Kristine.stebbins@herodigital.com I am relentless in pursuit of crafting amazing customer experiences that create value for my clients and have a positive impact on the world. “
- 4. ©2017,confidential.©2018,confidential. 4 Customer Experience Maturity Model Most Brands VALUE TIME LEVEL 1 Developing Foundational Investment Basic understanding of the journey “One size fits all“ experience Blast Campaigns Generic analytics LEVEL 2 Emerging Audience Segmentation Personalization within a channel Optimizing within-channel conversion Testing within channels Digital Channel Expansion Analytics tied to KPIs and outcomes LEVEL 3 Strategic Single Customer View Multi-faceted segmentation Centrally Managed Assets Global information architecture Personalization across channels Measurement across channels and touchpoints Optimizing the experience, not the channel Analytics tied to outcomes of OMNI- channel approach 1:1 personalization Continuous testing and optimization Customer profiles enriched by every touch Data yields insights and predictions Experience design is insight driven Personalized upsell and cross sell pathways Analytics tied to revenue LEVEL 2 Emerging LEVEL 4 Leading
- 5. ©2018,confidential. What Drives ROI? Outside In Design with the End in Mind Think Omni Always start with the customers wants, needs and goals Don’t document the experience you provide today, design the experience you want to deliver tomorrow Think about how the customer journey moves throughout the other touchpoints
- 6. ©2018,confidential. 1. How well do you understand your customers behaviors? 2. What are the key things you need/want to measure? 3. How will you track those measurements? 4. Visualize your Dashboard 5. Set measures and test 6. Establish a baseline and track from there Where to Start?
- 7. ©2018,confidential. Optimization Framework Find Try Buy Use Support Upgrade Refer Customer Understanding Dynamic Personas Customer Experience Design Data Driven Optimization CX Improvement Plan
- 8. ©2018,confidential. Dynamic Personas Drive Personalization Assumptive Persona Researched Persona Dynamic Persona Born out of existing marketing segmentation Based on existing customer insights Combined with predicted customer behavior Updated with latest marketing segmentation Refined based on client guidance Validated through research Personalized with customer data Analyzed against customer behavior data (CMS, CRM, etc.) Optimized experience and results through CX Design Convert “assumptive personas” to “dynamic personas” for real time personalization. Degrees of Personalization
- 9. ©2017,confidential.©2018,confidential. Decision Based Journey Maps Drive Intentional Measures ü Scenario Lead ü Personal Driven ü Decision Based Focus on All Stages of Customer Lifecycle ü Primary and Secondary KPIs Identified ü Content, Capabilities, and Business Rules Identified
- 10. ©2017,confidential.©2018,confidential. 10 Drive optimization by measuring key actions and map the values 100 56 62 74 67 72 58 64 71 59 65 69 61 63 68 100 100 Find Try Buy Use Support Upgrade Refer FORSEE SCORE YOUR INDUSTRY ALL INDUSTRIES 52
- 13. ©2017,confidential.©2018,confidential. 13 Kristine Stebbins Managing Director CX Strategist HERO DIGITAL Kristine.stebbins@herodigital.com Special Offer: Let’s Chat about Crafting a Personalization Roadmap for Your Organization