Amplexor Customer Experience Management seminar presentation Damien Dewitte

1. Amplexor Seminar
October 17, 2013
Integrating business applications and
marketing content to create a powerful
user experience

2. Damien Dewitte
Head of Consulting
2.

3. Introduction
3.

4. 4.

5. #WEM
“Web Experience Management is a practice, supported by a
suite of technologies, all of which aid in the process of
assembling and acting on both data and content in order to
provide a seamless, tailored, consistent and relevant
experience for each prospect or customer”
(Scott Liewehr, Gilbane Group)
5.

6. #REAN model
Through your online presence, your intention is to:
R - Reach: the set of activities needed to raise prospects'
attention for your brand, product or service
E - Engage: the gradual, typically multi-channel, often
recursive set of activities needed to engage the prospects
you just won
A - Activate: the activities needed for your prospects to take,
eventually, the actions you wanted them to take
N - Nurture: the activities needed to nurture the customer
relationship you just managed to create
6.

7. You want your prospects/customers to:
Reach
Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
7.

8. “Content and Data”
8.

9. #Content
Static information about
Products and services
Highly shareable content
Find
Read/Watch
Follow
Interact
Act
9.

10. #Data
High user interaction
Reach
Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
10.

11. #Interaction
It is exactly where users INTERACT with your website/apps,
that you can track most user preferences!
Be creative with this information. And use this to convince
the user to ACT.
Note: E-commerce sites have already focused on this for
while !
11.

12. Meanwhile, for non e-commerce sites
We want to offer personalized “calls to action”. But we have no clue
about possible scenario’s or business rules.
Maybe we can have more than just “shareable content”, in order to
drive interaction.
12.

13. Integrating Business
Applications
Cases
13.

14. #cases
Christelijke Mutualiteiten
Daikin Europe
Toerisme Vlaanderen (“Visit Flanders”)
Kinepolis
Rabobank International online banks (Belgium, New
Zealand, …)
14.

15. 15.

16. CM
Find
Read/Watch
Follow
Interact
Act
16.

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19. 19.

20. Daikin
20.

21. Daikin Europe
Reach
Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
21.

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23. 23.

24. 24.

25. 25.

26. Visit Flanders
Reach
Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
26.

27. 27.

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29. 29.

30. 30.

31. Kinepolis
Reach
Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
31.

32. 32.

33. Rabobank International
Reach
Engage
Activate
Nurture
Find
Read/Watch
Follow
Interact
Act
33.

34. Wrap up
34.

35. Technical reality
There’s many technical ways of exposing business data in
public website and mobile apps.
A WCM system will often help to have the integrated data
nicely presented in the website, and give a consistent user
experience.
but it’s still an integration job.
35.

36. Marketing Reality
Content and data applications enhance user interaction
User Interaction allows to better understand the user’s
profile.
User Profile allows to address tailored marketing messages
which will convince the user to act.
While everybody agrees that this sounds quite trivial, the
difficulty resides in:
Defining the business rules
Creating marketing messages and relevant content which are specific
enough to “match” a specific user profile or audience
Keeping it user friendly and non-intrusive
36.

37. Thanks
37.