The document provides recommendations for governments to create great digital customer experiences and maximize the return on investment of content. It recommends having clear customer journeys defined, enabling an omni-channel strategy through content repurposing, personalizing experiences at an individual level, using the right platforms for measurement and connectivity, and continuously testing and optimizing through a process of test and learn. Implementing these recommendations can help governments improve citizen satisfaction, lower costs, and increase revenue.

1. HOW TO CREATE GREAT DIGITAL CUSTOMER
EXPERIENCES FOR CONTENT ROI
APRIL 18, 2018
APRIL XX, 2018
BY MELISSA WILFLEY
GOVERNMENT EDITION

2. Hello!

3. Customer experience needs to be a
top priority for governments as most citizens
are now accustomed to digitally-enabled,
customer-centric experiences provided by
the private sector.

4. WHY THIS MATTERS
85% of citizens expect the same or higher quality
from government digital services as from
commercial organizations.

5. Today we are going to look at recommendations
for encouraging engagement and conversion of
content based on what we’ve experienced as best
practices from the private sector that yield high
results for customer-centric experiences.

6. Just a quick note for this presentation
e-citizen, citizen or end-user = customer

7. You know you need:
1.
Compelling
content and data
journalism
2.
Ability to target
and personalise
to your customers
3.
Collect data from
new data
sources

8. So how does this translate to your digital
customer experience ensuring you meet
customers needs, encourage engagement
and conversion while maximising the ROI of
your content?

9. ✓ HAVE CLEAR CUSTOMER JOURNEYS DEFINED
✓ ENABLE OMNI-CHANNEL STRATEGY WITH REPURPOSED CONTENT
✓ PERSONALISE THE EXPERIENCE AT AN INDIVIDUAL LEVEL
✓ RIGHT PLATFORMS THAT ENABLE MEASUREMENT & CONNECTIVITY
✓ TEST & LEARN, TEST AGAIN!
DIGITAL CUSTOMER EXPERIENCE CHECKLIST

10. HAVE CLEAR CUSTOMER
JOURNEYS DEFINED
✓

11. To define out customer journeys requires
Customer Experience Maps

12. IMPACT TO ORGANISATION
How all of this impacts the overall
revenue generated, agency’s mission
and KPIs
CUSTOMERS
What the customer is experiencing,
feeling at every step and touchpoint of
their journey
BACK-OF-HOUSE
Which departments, processes,
policies, etc. are involved during each
of the customer interactions
OPPORTUNITIES
Opportunity areas that can be
implemented today or in the future.
Customer Experience Maps provide insights into

13. It's a method that:
✓ Utilises an ‘outside-in’ approach.
✓ Unites entire organisations
around a common goal.
✓ Is an important output to building
your roadmap.
✓ Needs to be revisited every
quarter to 6 months.
✓ Can be created for each customer
segment, usually high value first.
✓ Can feed into a CX Maturity Model.

14. Customer journeys have the potential to increase
customer satisfaction by 20% while lowering the
cost of serving customers by as much as 20%
WHY THIS MATTERS

15. ENABLE AN OMNI-CHANNEL
STRATEGY WITH REPURPOSED
CONTENT
✓

16. An Omni-Channel
Strategy refers to being
able to provide a
seamless customer
experience that is
complementary and
consistent regardless
of channel or device.

17. WHY THIS MATTERS
75% consumers expect a consistent experience
wherever they engage (e.g., website, social media,
mobile, in person).

18. WHY THIS MATTERS
15 years ago, the average consumer typically used 2
touch-points when buying an item and only 7%
regularly used more than four.
Today consumers use an average of almost
6 touch points, with 50% regularly using
more than four.

19. So what does an omni-channel strategy mean to
your agency?

20. Omni-channel enables:
✓ Your content to be a consistent
story across all channels.
✓ Allows your customers to
continue the narrative with you
however they want regardless of
how they began.
✓ Maximise existing great content
meaningfully across channels by
increasing awareness and
engagement through content
repurposing.

21. So let’s focus on content repurposing which can be
a quick win today in reach, awareness & engagement.
First the definition of content repurposing means
changing the format of existing content, and/or
changing the target audience for the content.

22. Revise an article from
“10 Things Every
Job-Seeker Should
Know”” to “10 Things
To Look For When
Hiring”.
SCENARIO 2
CHANGING TARGET AUDIENCE
Turn a report into a
series of blog posts or
to use as a video
outline or script.
SCENARIO 1
CHANGING THE FORMAT

23. Content Repurposing Example: McKinsey Quarterly
FiveFifty
LinkedIn post
appears on feed
Taken to a landing page, if from
sponsored post knows who visitor is
from LinkedIn account
Can deep dive into report on site that
have been previously published but are
still relevant

24. PERSONALISE THE EXPERIENCE AT
AN INDIVIDUAL LEVEL
✓

25. Let’s take the content repurpose case study just
shared and add to it personalisation at an
individual level.
This example will show you how personalisation
can help increase conversions for a content type
such as surveys.

26. Reimagined Scenario: Personalisation in context
Sponsored LinkedIn
post appears on
feed
Taken to a landing page that’s able to
build a real-time profile on user from
LinkedIn profile and match against
DMP.
Ability to take survey within context and
personalisation of customer. Also have
the ability to promote incomplete surveys
to finish .
Promote Survey real-time and
in-page that’s personalised to
context and individual
Personalised
Survey capturing data
DATA IN
MOMENT:
PASSIVE
PROFILE
DATA IN
MOMENT:
ACTIVE
PROFILE

27. WHY THIS MATTERS
79% of consumers say they are only likely to
engage with an offer if it has been personalized to
reflect previous interactions the consumer has
had with the brand.

28. WHY THIS MATTERS
By 2020, 51% of consumers expect that
companies will anticipate their needs and
make relevant suggestions before they make
contact.

29. WHY THIS MATTERS
70% of customers are generally comfortable with
collecting personal data as long as the business is
transparent on how they use it.
This improves to 75% if customers have control on
how and when it is used.

30. RIGHT PLATFORMS THAT ENABLE
MEASUREMENT & CONNECTIVITY
✓

31. You won’t be able to deliver on the
recommendations and opportunities listed without
ensuring your underlying technology systems and
platforms are capable of delivering.

32. ANALYTICS & TAG MGMT
Ability to analyze data and extract
actionable insights. Tag management
unifies data sources and manages
marketing tags across marketing
applications (SEM, email, ads, etc)
CMS W/ PERSONALISATION ENGINE
Creates and manages digital content
with the ability to display dynamic
content that is selected according to
profile/audience segments.
MAP & CRM
Marketing Automation Platform (MAP)
engages with prospects to convert to
leads; Customer Relationship
Management (CRM) takes those leads
and converts to customers.
Some key platforms and systems to know required
for delivery & measurment
DATA MGMT PLATFORM (DMP)
Serves as a unifying platform to collect,
organize and activate your first- and
third-party audience data from any
source, including online, offline or
mobile. Creates a unique user ID profile.

33. ANALYTICS & TAG MGMT
■ Google Analytics: Progressive
Insurance
■ (Tag) Tealium: Lincoln Financial
CMS W/ PERSONALISATION ENGINE
■ Sitecore: Dollywood Case Study
■ Adobe Experience Manager Video
Overview
MAP & CRM
■ (MAP) Marketo: George
Washington University
■ (CRM) Salesforce: NSW Govt
Case Studies for reference on how these work
DATA MGMT PLATFORM (DMP)
■ Adobe Audience Manager: Princess
Cruises Video

34. TEST & LEARN, TEST AGAIN!
✓

35. Better outcomes. Better experiences. Better efficiencies.
Your customer experience will need to be
continually tested and optimised to increase
conversions and maximise your contents ROI.

36. Common items continuously improved in a digital
customer experience
SEO / Keywords
for organic, paid
and voice search
SIte & Landing
pages with CTAs
and measurable
KPIs
Campaign
performance
across multiple
channels

37. But it doesn’t have to happen all at once.
✓ Define out an MVP – what you need to launch with
✓ Have clear iterative releases across a roadmap – Q1, Q2, Q3
✓ Continuously monitor and optimise your live campaigns and landing
pages
✓ Review your SEO/SEM once a month
✓ Ensure you have a data dashboard identifying your key metrics and
KPIs you need to monitor
✓ Setup a data governance plan to ensure the team can work against
the plan and meet/exceed KPIs.

38. IN SUMMARY OF WHAT WE
COVERED TODAY
✓

39. ✓ HAVE CLEAR CUSTOMER JOURNEYS DEFINED
✓ ENABLE OMNI-CHANNEL STRATEGY WITH REPURPOSED CONTENT
✓ PERSONALISE THE EXPERIENCE AT AN INDIVIDUAL LEVEL
✓ RIGHT PLATFORMS THAT ENABLE MEASUREMENT & CONNECTIVITY
✓ TEST & LEARN, TEST AGAIN!
DIGITAL CUSTOMER EXPERIENCE CHECKLIST

40. THANK YOU!
MELISSA WILFLEY
PRINCIPLE CX CONSULTANT
MWILFLEY@GMAIL.COM