Improving the customer experience with Kentico EMS Adam Griffith, Managing Director, Get Started

Just what is CXM and why does it matter for your organisation? How can you use digital marketing tools to better understand your web visitors, better tailor your digital experience and ultimately increase your online and offline conversion rates.

Adam Griffith takes us through the idea of Customer Experience Management, and how you can use the Kentico EMS to better understand your customer.

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Video Transcript

Adam Griffith:

Thanks to everyone.  Thanks for coming along, I get to talk about Kentico EMS which is the Enterprise Marketing Solution Products. I just wanted to start out with giving you a little bit of background about that product.

Kentico EMS is a customer experience management system that empowers businesses and organizations to deliver unique experiences to its website visitors that are targeted, data driven, personalized, automated, tracked and optimized. So, extends on the core features of the CMS, the content management system, i.e. functionality by contact management, analytics, and optimization, content personalization, and marketing automation.

All right. Hold up, hold up. Lots and lots of words there. We've got CMS, we've got EMS, we've got CXM. It's all a little bit too much. As digital marketing people there's a whole heap of acronyms and TLAs that you as digital marketers need to understand, implement.  There's all these tools and systems. And always talking about another one today.

So I thought I'd try and take it back from that and not focus too much on the EMS and instead focus on what's really important, and that's about managing the customer experience. So, most of my talk is going to be about customer experience management, you're not going to see screen shots, you're not going to see a demo of the EMS. If you are keen to do that then I'm more than happy to do that one-on-one, but instead let's talk about customer experience management.

The one TLA is CXM. A bit of background; in March this year, the web turned 25. So we can safely say that the web has grown up. It very much started out as a one way tool, so as [02:12 Marty] mentioned before we were putting up brochure style websites. It's very much one way. It's from the business to the customer. Over time the web started to get better and better, more functionality, more capabilities, we started to make it a little more transactional. So we started to bring in e-commerce, started to make it a two-way interaction.

But over the last few years, it's now taken up a notch and we're now talking about a more of a cyclical engagement models, so you go back-and-forth, back-and-forth understanding visitors lot more.

So, we now need to think beyond websites and start to embrace the whole digital customer experience. So, one way is CXM. It's a strategy and a practice, not a system or a tool, for managing costumers' experiences on-line and off-line to acquire, retain, and turn customers into satisfied loyal brand advocates and ambassadors.

So, as digital marketers what influences can you bring to actually influence the customer experience in the digital world? Since all these different tools that you can use from mobile to [03:25 inaudible], to contact management systems, websites, digital marketing, advertising. How do you bring all of that together? How do you actually implement? How do you bring one tool to the table to actually do all that?

That's what the EMS solution, that's want Kentico Enterprise Marketing Solution is trying to do. Let's dive a little bit deeper and have a look at some of the functionality that the EMS brings.

There are four key areas, and each of these [03:57 are from before], there is marketing automation, concept management, personalization, and analytics.

​So the first one, where it all starts is contact management. So, it's understanding the user. It's all about tracking, what they're doing. We've got things like contact groups, segmentation, any mention before this idea of credit to service. So you can start to put users into particular groups and then change content and that's where we move into this idea of content personalization.

So changing the user experience. Changing the content, changing the messages that users will see, [04:32 inaudible] certain pages. We can do that based on all sorts of things. We can do that by someone's location, we can do it by someone's demographics.

Kentico also comes with a third-party recommendation engine that uses a whole heap of data, it's called big data, and to understand users and deliver customized messages. We can also extend that into inner marketing as well. So, personalizing your e-mail messages so it will be on your website.

The next key feature area is marketing automation. And this is so we can use triggers to trigger certain marketing activities. So that can range from delivering different messages on the website to triggering e-mail activities to pushing data into CRMs like sales force data into CRM. Kentico EMS gives you a visual tool to be able to design these workflows. So, instead of having to get a developer to do all this great functionality that we're talking about, you can actually go into Kentico EMS and build these workflows.

So starting with a visitor accesses the homepage, they access a product page, then wait 3 minutes, make sure they spend time on that page and then deliver a message and then ask them if they want to check live with you. You then send them an e-mail and say fill out form on the content page. Five days later after you check with it, on seeing that e-mail you send a followup e-mail from there is loops around and you track that activity. That's just one example of what you can do in the actual Kentico EMS without a service developer.

So the final kind of key area of functionality is the analytics and optimization. This is where we sort of close the loop. So we can start tracking the performance of all these;  marketing automation, contact personalization, with each group do the analytics, we can set up A/B tests. We can do market variant testing. We can understand what actually works. You know, is it a red button, is it a blue button? But beyond that we can deliver completely different homepages to visitors. Learn what visitors actually want to do. Learn how you can converse, how you can engage people better.

So, in terms of how these things work together, we've got contact personalization which helps drive segmentation through content management. You can do build up more and more data which allows you to do more and more with that information. You can send out more and more activities which then drive contact personalization.

When it comes to marketing automation you can set up triggers and use that e-mail data that you collect through the marketing automation to push back into content management again to improve the process. And in between analytics you can obviously derive that more efficient or effective personalization from that information and then also your set of marketing activities.

So tracking how well your e-mails are being viewed. Are they clicking on the links, which version of the e-mail is more effective? All of these things work together to deliver an understanding of the user.

The personalized user experiences allows you to improve the EMS and allows you to leave a trail of communication and all that comes together with a better customer experience. That is the crux of an EMS. That's what it's all about. It's about delivering a better customer experience.

So, how do you actually pull all that together? One of the challenges of an EMS is understanding how to actually use all this great functionality and how to apply it to your business organization. Everyone's requirements are different. Not everyone has need for a  site they can do A/B testing and deliver recommended products. What is you're a [08:25 teacher] association or if you're an insurance company, or a retail business that doesn't have e-commerce, how do you then use the EMS tool to make the most out of your customers' digital experience?

So what gets out, we've put together a program, a very simple program to go through this thing, your role and your customers and how best to use the EMS product. And this starts with understanding or seeing your customer. The first thing we do is build out [08:55 inaudible] and sometimes this is something the marketing team may have already done, so we can take what your marketing team has done using the [09:04 inaudible] and then build out a customer life cycle.

So we want to understand both the digital touch points and the physical touch points that every customer has along the journey. So, from awareness to purchase and all the way through to loyalty and serving that back and keeping that customer engaged. So everything from sending out e-mails to doing Google AdWords, obviously tracking your website, mobile, any kind of chat or instant messaging you might have on your website.

All of these are important touch points that we can analyze and then building to what's next which is really understanding the data sets. What elements do you want to track? Do you need to know [09:48 inaudible] is. Is that going to be useful? Do you need to know their age? Do you want to know where they live? Understanding what we need to track will then help you build out and move on to the next step which is tracking users.

​So, then you want to build out these tracking activities. So we want to understanding what activities are important. Accessing the homepage? Or is it accessing the content page? The checkout? How long they stay on the checkout. How they pay at the checkout. Why are they exiting. These are all the activities we can start to build out.

And then what we do is we map all those activities through that life cycle that we saw before so that we're making sure we're focusing on the right touch points. From here you start to engage, this is where we use some of that functionality we talked about before. Where we can start to personalize the content. We can trigger marketing automation activities and obviously work on optimizing the website through A/B testing and multi-variant testing.

The final set is measuring. You can't foresee, you can't manage what you can't measure so we need to close the loop and track what we're doing, improve, and then circle back and do it all again.

So when I said, so to give you a real-life example, I've sort of kept it a pretty high level, more about  process and benefits, and a little bit about features. Let's actually have a look at what this all looks like in real life.

So, one of our clients is News Corp and News Corp own a set of properties, one of the biggest ones is Kidspot. We've been working with Kidspot since 2004 as a start-up until they sold to News Corp a couple years ago for too much money and one of their properties is And, birth is all about women and the birth process. So, conception all the way through to birth. And so, obviously we're talking about one particular user at this time, and this user at this time we're calling Jane. So, say hello to Jane.

​Jane, at the moment you don't know that much about Jane. So, what we know is that she's accessing the website from somewhere in Australia. She's female. We can take a pretty good guess at that based on the information she's reading. We're making some assumptions there. And based on what she's looking at we're guessing she's pregnant or at least she's trying to conceive.

So that's go through with Jane with birth and what that looks like. It's a very [12:16 inaudible]. I'm just going to give you the example of the first engagement point otherwise we'd be here all night, but this is an example of what we can build out.

So, we've built out every single step along this process from conception all the way through birth and everything from what point you start to research, understand how much prams cost. She'll say I want 3 kids. And other sort of key milestones in that very important process in life. So this particular one, let's just have a look at some of these [12:46 inaudible].

So, Jane comes to the site, she is doing research, she is after some information about fertility and conception. She reads the planning for pregnancy article, we give her a bit of a score, all right, so we're using some functionality in EMS called lead scoring. In this case it's really more engaging scoring. That is sometimes people lead scoring is more leading the sales force, all these sort of things. Lead scoring can also be used for engagement scoring. You don't need to be selling, they don't need to use e-commerce, it's just as much about engagement.

So we start to give her some points for that. She then uses the ovulation calculator. Far more engaged activity on the website. She stays a good 5 minutes on that, so we give her more points. We get to see that Jane is actually really engaging with that content. She then reads the stuff about exercise. She starts using  the baby name finder on the birth site, again another tool, she's just more and more engaged. And then she clicks on some fertility recipes.

Throughout this process we're getting a pretty good idea of what she's interested in and that allows us, or birth, as a publisher who makes money through advertising to deliver more targeted advertising and for them that allows them to increase their [13:59 inaudible], so their [14:02 inaudible]impressions. So it's a very targeted message. So, Elevit which is a very popular pregnancy supplement is happy to pay good money because they know that their ads are going to be delivered to the people that are actually interested in them.

So what we did is we went through all that process from conception all the way through birth. So everything from nappies to prams and everything in between and able to build out this really deep understanding of who Jane is.

So now what we know about Jane, she lives in Seddon, she's 29, she loves fashion and interior design, she has a Bugaboo, she has a serious mate, [14:48 inaudible] bands and friends. She's got one child but before the Bugaboo. She's having to go back to work. She's a lawyer. So she's keen to get back into work and says she keen to sort of understanding how that works, childcare, she [15:04 inaudible] all that kind of thing.

We have a really deep understanding of Jane now and we start to deliver some really targeted messages. That's her personalized content through marketing automation and that's now possible for all their users. [15:19 inaudible] websites.

So, how are you guys managing your customers' experiences? Is this something that Kentico EMS can get started to help you with. So, please organize the time. We can get started at point of contact or how to manage it, or show you around EMS. We can actually take it a little bit deeper. We can show you how this functionality works. We can give you the demo. We can give you the screenshots. We can give you the [15:47 inaudible]. We can give you a better understanding.

The next step is the series of workshops where we follow that understanding tracking engaged visual model to do build out the program that works for you. I also encourage all of you if you are using Kentico to consider coming to Sydney for Kentico Connection. It's the Sydney conference in the [16:09 inaudible] region focused purely on Kentico. Quite a few of the [16:14 selling] team will be up there. We'll be sharing some information about [16:21 inaudible] and also please check this out.

Once again, thank you for coming along. Really great to see all of you here. I'm looking forward to getting around the room and chatting with each of you and, yeah, thanks very much. [applause].

Speak to us about your Kentico CXM strategy today.

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