顧客不說,但數位指紋...
TRANSCRIPT
ESi Technology Ltd. Copy right 2016-2017© 1http://www.esi-tech.net
顧客不說,但數位指紋透露的驚人祕密
ESi Technology Ltd. Copy right 2016-2017© 2http://www.esi-tech.net
about ESi
直通國際
成立於2006年
微軟金級合作夥伴
Sitecore合作夥伴
專注網路行銷平台發展
Sitecore, CRM, SharePoint, Business Intelligence
ESi – Express Solutions International
Some text goes here
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• 淺談電子商務的發展趨勢
• 電子商務的平台趨勢
• Sitecore電子商務平台介紹
• Demo
Agenda
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淺談電子商務趨勢電子商務的發展
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By 2018, worldwide B2C e-commerce sales will grow beyond
$2.5 trillion and B2B sales will approach $1 trillion
Source: eMarketer for B2C and Forrester Research for B2B
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全球零售業及B2C/B2B電子商務的預估
資料來源:eMarketer | MarketingCharts.com
US$ trillions
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顧客經驗旅程
Digital
touch points
Physical
touch points
AWARENESS CONSIDERATION SERVICE LOYALTYACTION
TVMagazine
Radio
PR Word
of mouth
Direct mail Store Call center Call center IVR Promotion on invoice
Online Ads
Viral
Digital
billboards Search
Landing
page Blog
3rd Party
sites Website Mobile IM/Chat Blog Email Newsletter
Customer 3Customer 2Customer X
Managed touch point
Unmanaged touch point
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消費者有越來越多的管道可以購買商品,要如何建立差異性才能創造使用者經驗?
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Emotionally engaging Empathic customer service representative
Visual appeal
Easy accessible Quick process
Clear and helpful information in context
Valuable Functionality
Provision of product help
Forrester 顧客體驗指標(CX Index)
Enjoyable
Easy
Meets needs
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86%的消費者會為了更好的客戶體驗支付更多的錢
但只有1%的消費者能體驗到有廠商能持續地滿足這個願望
Source: Forbes, 2014
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80%的企業表示
有持續提供優越的客戶服務&客戶體驗
但只有8%的消費者同意及感受到該企業的優越客戶服務
Source: Forrester, 2012
Customer Experience Index
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調查顯示70%的顧客想要個人化的消費體驗。個人化的體驗能增加網站互動率30%,增長4%瀏覽時間,增加10%的瀏覽頁數
Source: Demand base Research on Citrix.com renewal
& http://www.momentology.com
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顧客最期待的個人化體驗
46%
59%
79%
41%
52%
70%
0%
20%
40%
60%
80%
100%
US
UK
根據AgilOne機構在美國、英國的調查顯示,客戶在個人化體驗的期待上仍有很大的發展空間
記得客戶相關資訊
• 例:生日、最喜愛商品、尺寸、收過的eDM、瀏覽過的商品、未結帳的購物車
年齡、地區的影響對於個人化的偏好也有顯注影響
• 越年輕越喜好個人化
Remember how
long you’ve been a
customer
Remember past
purchases
Any type of
personalization
Source: www.agilone.com/wp-content/uploads/2014/11/AgilOne-
Consumer-Survey-Report.pdf
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顧客會感動的個人化體驗
24%28%
37%
57%
66%
17% 16%
28%31%
57%
0%
20%
40%
60%
80%US
UK
Source: www.agilone.com/wp-content/uploads/2014/11/AgilOne-
Consumer-Survey-Report.pdf
Online
Discount for
product you
looked at
Automatic
Refill
Reminder
Alerts for new
products you
may like
Alert when a
product you
like is now on
sale
Email discount
offer for
products you
looked at online
同樣根據AgilOne機構的調查,依不同個人化體驗的選項,驗證客戶重視的程度:
使用Email寄送扣折券,效果比直接在網站上Pop-up更受喜愛
不同地區的偏好差異也很大
能在各方面記得消費者在跨各通路上的互動行為,都是能增加體驗的
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消費時最常見的數位行為
Source: Annalect, “#GenerationTech: Millennials & Technology,” Jan 28, 2015
Smart Phone Computer Tablet
比價/查價 67% 62% 54%
搜尋折價券/折扣 64% 55% 44%
查看商品評價 52% - 45%
查看商品細項規格 49% 55% 43%
查看商品庫存 47% 51% 43%
直接在線上進行購買 40% 65% 41%
瀏覽商品品牌官網 - 49% 50%
數位行為發生時間點
Source: Deloitte Technology Digital Divide Whitepaper 2015
消費者的客戶旅程(Customer
Journey),在數位時代變得多元且複雜,需關注最重要的數位行為
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有超過60%的顧客會遺留商品於購物車而未結帳,但有21%仍有意願重新回來完成購物
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試算情境Personalization
improvement
Shopping cart
recovery
Follow
Upselling Total
營業額基數 $ 40M $ 60M $ 40M
增加銷售率 10% 10% 10%
增加金額 $ 4M $ 6M $ 4M $ 14M
營業額增加% 14/40 = 35%
假設情境1• 網站每年產值4,000萬• 購物車未完成結帳率60%,每示有6,000萬潛在未結帳額
• 個人化互動率可增加10%
• 購物車覆購率10%
• 向上銷售10%
Personalization
improvement
Shopping cart
recovery
Follow
Upselling Total
營業額基數 $ 40M $ 60M $ 40M
增加銷售率 2% 2% 2%
增加金額 $ 0.8M $ 1.2M $ 0.8M $ 2.8M
營業額增加% 2.8/40 = 7%
假設情境2• 年產值如上• 個人化互動率可增加2%
• 購物車覆購率2%
• 向上銷售2%
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• 目前為止,客戶普遍對於消費體驗仍不太滿意
• 個人化會是最受歡迎的消費體驗
– 記得使用者資訊、提供Email Coupon
• 提升顧客體驗對提升電商營業額有正向影響
– 跟進未結帳購物車能有效提升覆購率
• 客戶在消費時會透過多元管道進行數位活動
• 使用行動裝置進行消費比例將成為主流
電子商務發展趨勢 -小結
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電子商務平台的趨勢如何發展新世代電子商務平台
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• 虛實通路O2O的整合
• 數位化通路的整合
• 跨通路的客戶使用行為分析
• 提供跨通路的客戶經驗
全通路整合Omni-Channel
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• 除了記得客戶Profile之外,個人化還能做的更多
個人化的功能依不同年齡、性別置
換不同照片
根據不同屬性的客戶提供不同內容
依客戶職業更換標題
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• 數位時代,行銷→銷售一體化
• 複雜且重覆性高的行銷銷售活動,應該要能裝自動化
• 同時要能完整的追蹤效益,才能不斷優化
行銷銷售自動化
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Sitecore協助電商滿足4R
Identify customers based on personas and behaviours
Segment customers based on real-world customer insights
Surface content to meet the unique needs of different customers
Promote relevant content
Deliver content to customers in the channels they prefer
Identify which channels are most effective for each customer
Provide information when it’s most relevant and conducive to a goal
Responsiveness
RightCustomer
RightContent
RightChannel
RightTime
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Sitecore簡介為您創造更好的收益
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Sitecore公司簡介
800+員工
21國家&地區
21獎項
15多年專業經驗
3500客户
10000認證開發人員
1500合作夥伴
1解决方案
Korea (Opening 2014)
Singapore
India
10%市場占有率
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Sitecore 微軟全球策略夥伴
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Leader in Gartner Magic Quadrant for WCM 2015Strengths
• Sitecore benefits immensely from its ongoing and successful
partnership with Microsoft, and was Microsoft's Alliance ISV
Partner of the Year for 2013 and 2014. Most Gartner clients that
need .NET technology include Sitecore in their shortlists.
• The range of capabilities in version 8 of the newly positioned
Sitecore Experience Platform is among the best in the market.
Sitecore has incorporated into the product some highly valuable
features, such as engagement analytics, a/b testing (or split
testing) and data management platform capability.
• Sitecore has increased its installed base in all regions that drive
the WCM market. This means customers often select it for more
leading-edge and market-defining solution contexts.VISIONARIESNICHE PLAYERS
LEADERSCHALLENGERS
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Sitecore Global Customers
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新世代官網需重視客戶經驗(CX)
內容管理(CMS)提供內容管理彈性•供版本控管•上下架管理•版型編排•內容預覽/跨裝置預覽
數位行銷系統(DMS)建立主動出擊的能力•個人化網頁內容•各種數位行銷管道的整合•行銷流程自動化•即時統計數據
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Sitecore® 體驗平臺(xPlatform)™
全管道統一體驗遞送,保證各管道的一致性體驗
基於Sitecore AIDA® 的核心使用者體驗分析管理,提供客戶360視圖,助力決策制定,自動化互動
接入使用者體驗資料庫,收集使用者資訊,為每一位元訪客,提供一對一的個性化體驗
企業級數據/資料層,整合企業級應用
統一體驗管理,統一內容、資訊、資產管理,所見即所得,介面友好,易於管理
Sit
ec
ore
® 體
驗平
臺™
管道
管理
Sit
eco
re®
A
IDA
®資
料庫
整合
網站 電郵 手機 社媒 移動應用 列印 電商 協力廠商
數位資產產品資訊內容管理
分析 洞察 決策 自動化
客戶資料通用客戶
連結件
電商連結器
其他系統
A I D A
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平價航空網站-EasyJet
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初次訪問網站使用者依使用者的數位指紋來給予不同的內容
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同時可以觀察數位身體語言使用者的瀏覽行為也會透露出許多線索讓企業能更了解其意向
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Sitecore提供計分的統計模式透過計分的模式計算,可以將網站來訪訪客進行評估及區分等級
• 下單完成結帳
• 申請成為會員75
• 訂閱電子報25
• 成為FB, 微博,
微信的粉絲15
• Visit a Page1
VA
LU
E
CO
MM
IT
ME
NT
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Sitecore亦提供數位行銷自動化
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Sitecore 讓行銷人員能專注在行銷
1 Connected Solution
I need to
COLLECT data
I need to CONNECT
data
I need to ANALYZE
& COMMUNICATE
I need to UTILIZE &
take ACTION
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Sitecore功能介紹Sitecore Experience Platform(XP)
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提供跨裝置跨通路的Experience Profile整合
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Create and target dynamic segments• Consistent
• Rules-driven
• Intuitive
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Marketing CP –Engage Dynamic Segment Builder
40
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Deliver personalized, automated messaging
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Get insight with the all-new Experience Analytics
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Analyze what is performing
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And who …
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And where (Path Analyzer) …
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Analyze what paths provide most value
Value
Visits
Value
Per Visit
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Test & Optimize everything, everywhere
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Test everything – enable everyone
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Testing as part of the authoring For all content changes
Simple: in the
publishing workflow
Everyone can now test
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Advanced Optimization For testing experts
Complex multivariate
testing
Built into the platform
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Optimize every component
51
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• Connect it to your entire portfolio of web properties
FXM - Own the experience on non-Sitecore sites
52
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Sitecore Commerce功能介紹Sitecore Commerce power by Dynamics AX
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Architecture:Sitecore Commerce powered by Microsoft Dynamics
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Sitecore Commerce Data FlowPower by Dynamics AX
CustomerDynamics AXMerchant
Product
Catalog
Sitecore CMS
Dynamics CRT Services
- Pricing
- Sales Tax
- Shipping
Orders
Order Fulfilled
from Dynamics
Customer interact
online store
Dynamics CRT:Commerce Real Time
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產品經理的編輯畫面
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Experience Editor Integration
Live Preview A/B Testing
PersonalizationSimulation &
Preview
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Content Editor Integration
Additional Information
Metadata
Presentation Details
Structured Editing
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個人化行銷人員若能建立個人化機制,將能有效提升顧客體驗,無論是對陌生訪客,或是已註冊的顧客。尤其是對已註冊的顧客要能提供更精準的個人化才能真正滿足顧客體驗
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Personalization
能依據使用者所選取的產品來進行個人化
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Personalization
訪客選擇了同類產品中價格較低的產品時…
Sitecore 的個人化機制會將該客戶能負擔範圍的產品相關文章推薦給他
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培育潛客Marketing
managers want
to know about
their customers
and their
interactions with
the site.
培育潛客行銷經理會想知道訪客以及訪客在網站的互動行為,做為進一步培育的依據
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培育階段 – Engagement Plan
訪客瀏覽了同類商品中價格較高的產品
Engagement plan 會依該產品屬性生告出訪客所需的商品組合email
訪客會收到個人化的商品組合,並在其可接受的價格範圍內
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產品搜尋Marketing
managers want
to know about
their customers
and their
interactions with
the site.
產品搜尋行銷經理會想知道訪客的互動行為以及其搜尋的產品
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Product Search
當使用者在搜尋列裡找到“crampons”(釘鞋) 的產品
搜尋結果會列出“crampons”的產品之外,還會將細分類及評分的次群組項目一并列出
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Combined Content & Product Search
搜尋的結果並不只會列出商品,也會把該商品相關的Blog文章一并列出,增加使用者的體驗
Content Product
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產品推薦Content
managers want
to use the same
searches to
select what
content appears
to customers on
a page.
產品推薦內容管理經理會想知道訪客會在搜尋結果裡點選什麼內容,並可依規則推薦其它內容
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Recommendations
訪客搜尋並瀏覽帳蓬商品…
搜尋結果會自動帶入露營相關的其它商品
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Recommendations
Sitecore 會依推薦規則的設定,陳列出推薦的商品
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歐美國家已有許多電商使用Sitecore
Commerce power by Dynamics AX Retail
• Major US based furniture chain
• Major Australia Warehouse chain
• Major Australia Liquor chain
• Major European based furniture Chain
• Major European based supermarket chain
Sitecore Ecommerce Customers
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依據不同客戶屬性,給予不同內容
Auckland Airport – O2O Case
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– 國內線旅客->快速停車
– 商務旅客->洗車服務
– 國際旅客->提供貴賓室coupon
– 其它國際旅客->免稅店coupon
Auckland Airport Website• 將網站訪客分為四類
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Auckland Airport WebsiteOutcomes in 3 Months
400%+ Traffic to Retail
84%+ Retail Page Views
Bounce Rate Reduced by 13%
24,000 Visits to Retail Sites
9,000 Leads
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Demo Time
Sitecore Commerce Demo
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Thank You! good luck!Some text goes here