David SigersonSitecore Business Optimisation Services

How charities can harness the power of Personalisation 

The Experience

How Sitecore enables personalisation

Why Personalisation is needed and How to do it

The Experience

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The Age of the Customer

Regular Giving

Volunteering Events Advocacy Shop Appeals

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Customer Experience

ConnectedDis-

Regular Giving

Volunteering Events Advocacy Shop Appeals

CRM

Feedback from Sitecore Charity Roundtable 2014

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Get into my circle of trust

I need information

Tell me a story

Give me something back

Don’t saturate me with suffering

Make me feel at home

How Sitecore enables organisations to personalise

Sitecore Experience Platform – layer model

Problem: Data is spread across the organization

Apps

CRMSocialMedia

Customer Support

Website

POS

Problem: Data is spread across the organization

CRMSocialMedia

Customer Support

Website

POS Apps

xDB was built specifically for Customer Experience data

CRMSocialMedia

Customer Support

Website

POS AppsxDB

This is the beginning…

Paint by Numbers Approach

The holy grail – your customer (Sitecore xDB)

Social Connect

Form Data

ContentProfiling

ContactUnknown CustomerOutcomes

CRMCustom Tabs

Why Personalisation is needed and How to do it

Average conversion lift by using personalization

+19%Source: The Realities of Online Personalization, eConsultancy April 2013

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Insights – Perception of Personalization

When consumers were asked to select which marketing channels were the most valuable for making purchasing decisions, they indicate personalization provides value.

“Although virtually all companies surveyed consider website personalization (a new option for this year’s survey) to be valuable, only a fifth currently use it to improve conversion rates.”

Econsultancy Conversion Rate Optimization Report 2013

“74 percent get frustrated with websites when content, offers, ads, promotions, etc. appear that have nothing to do with their interests.”

Harris Interactive, 2013 US consumers

Mary Berry recipe for Personalisation

Step 1

Don’t mess up the first interaction

Step 2

Make the next interaction

better by leveraging what you know

Step 3

Repeat step 2

Two types of personalisation

Promotional

(convert)

Operational

(improve UX)

Full-on Personalization Does Not Look Completely Different

What does “We need more relevant content” actually mean?

“In reality, though, most of the time we don’t choose the best option—we choose the first reasonable option, a strategy known as satisficing.” 

Steve Krug, Don’t make me Think

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Is there clear purpose to your online experience?

Do you puke options at the visitor?

Does your homepage/landing page make it look like you don’t know what the visitor needs?

Click icon to add picture

“It doesn’t matter how many times I have to click, as long as each click is a mindless, unambiguous choice.”  

Steve Krug, Don’t make me Think

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Retain

Acquire

Purchase / Transaction

Volume of customers

Aid focus

Support & Converse

Identify needConver

tGain trust

What are the actions your visitors are taking?

“It appears to be a feature of System 1 [fast, autonomous thinking] that cognitive ease is associated with good feelings.”Daniel Kahneman, Thinking Fast

and Slow

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Sitecore UK Charity/Not-for-Profit Customers

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To empower organizations to build the effective meaningful relationships that win customers

for life 

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If you want to learn more about improving donator experience via better personalisation…

Email me: dvs@Sitecore.net

www.Sitecore.net

www.connecttheexperience.com