Last week, Aceik and Sitecore brought together 18 digital experts from around Australia to discuss customer experience – the trends, challenges and risks facing a new project in 2021. And it wouldn’t be a robust discussion without a little whisky tasting – kindly delivered by Melbourne’s The Elysian Whisky Bar.

Our moderator introduced two topics, then guests were divided into groups of 6 to discuss. Upon return to the main track, guests then shared their unique discussion. And today, we wanted to share the key highlights.

Question 1

Thinking of your ultimate goal for your customer experience: Where does personalisation and marketing automation fit in, and what has been the most significant step you’ve taken towards that goal in the last 12 months?

• Need to answer the question - what is the goal of website? why do we have a website? Many competing internal stakeholders (e.g. buyers v sellers)
• xConnect implementation issues - holding back use of marketing features
• Constrained internally (resources, budget)
• Lots and lots of content - how to deliver the right content to the right people
• Targeting an audience to help them through a specific journey
• A lot of marketing automation – Facebook and Google advertising - open rates response rates - deliverability of email - personalised to get better open rate - lots of experimentation - gain more information - and helping them through the marketing funnel
• Xdb - issues - business priorities – can’t start the journey.
• Quick wins - show/prove value

Question 2

Thinking of that ideal CX, what steps will you take for the next 12 months?

• Quick wins are the focus all round - esp. marketing
• Maintainability - JSS, SXA
• Content, content, content – and how to manage
• How to up-sell better online - parts, service; portal for owners - service history, finance offers.
• Ease of access to information, engagement on the website, simple discoverable info
• Learn more about the primary personas/segments
• Alignment of brand and service
• More content for SEO and drive more traffic to website
• Automate the creation of pages with data have
• Cost effective ways of producing rich content
• Complete digital sign up
• Transform the experience in engaging with the brand for the first time
• Brand awareness, show expertise, show thought leadership
• Pattern matching to industries
• CRM integration

It was a fantastic event and we really appreciate the open sharing amongst the group!