Customer Experience Management

Build Technical Flexibility for a Dynamic CRO Program

dynamic CRO program

In my last post, I introduced a basic toolbox for creating a dynamic conversion rate optimization (CRO) program which adapts to the changes that matter. In this post I will expand on the technical expertise that is required to use those tools. Tools and expertise together make it possible for CRO to solve the most challenging problems. If your organization is anything like the average digital business, then your website consists of several levels of different technical weirdness layered one on top of another like rainbow cake. Never stop tweaking  WYSIWYG tools like OpenText™ Optimost’s very own VisualTest, are great for optimizing the top layer. You can jump right in and make big gains by finding the best copy, color and imagery for your users. Successful CRO programs run tests like this frequently. Every new campaign, product or piece of content can be optimized! Moving beyond the top layer But (there’s always a “but”) to get maximum ROI you’ll need to do more than just scrape the surface. For example, say that you find out that users frequently leave your site after seeing errors on your registration form.  You need to make your error messaging more friendly and easier to understand. The errors only show when users make mistakes in filling the form – they are triggered by an event. This means you need to delve into the next layer to solve your problem. You’ll need:  someone withb basic JavaScript knowledge on your team  a tool that will allow them to use this to reconfigure the error messaging We introduced our pre-load and post-load JavaScript in VisualTest to allow you to do this (more on that in a later post). If you use our managed services you can dig even deeper, as you’ll work with an experienced Technical Consultant who tackles this kind of challenge day in, day out. The coding patterns that are needed in testing seem somewhat crazy to most of the front-end development world, so there is a lot of value in experience at solving these specific types of challenges. A truly dynamic CRO program If you want to be able to fundamentally change the customer journey, you’ll need your CRO team and tools to work with your development team. For example you would need their help to drop or re-order steps in a checkout process. If you’ve had a recent redesign, you may have a single-page app using a framework/library such as angular.js or React. In this case you can integrate so the testing JavaScript drops right in and forms a seamless part of the app. However you are going to need the JavaScript skillset in your CRO team more than ever. The old web principles that WYSIWYG editors rely on don’t always hold true with single-page apps. In short: You need 3 things for a dynamic CRO program: a simple tool for quick changes, basic JavaScript expertise friends on the dev team! So that’s what you will need to build technical flexibility. In the next post, I’ll cover the best way to plan time for successful dynamic CRO program. And don’t forget to look at my previous post on choosing the right tool for the job.

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The Questions you Should be Asking Along the Redefined Customer Journey

digital customer journey

Several blog posts ago I talked about the way that the customer journey is being redefined in the digital age from a linear process to an ongoing loop of BUY then OWN, with the companies you choose to deal with becoming more and more engaged in every part of the cycle. I’ve also posted on how that on-going loop looks like from a customer perspective. But how does this relate to the activities within a company to support that experience? The second layer of the Continuous Customer Journey loop (above) maps the customer’s activities to those of the organization as it attracts the customer, informs, teaches, and converts the customer so they will make a purchase that then needs to be followed up by logistical operations, onboarding and ongoing support. Winning organizations also use engagement assets, such as loyalty programs, to up-sell and cross-sell to the existing customer, thereby generating revenue at a lower cost of sales Although the overall experience is continuous it is made up of 11 distinct stages: Attract: Before any relationship with a customer can be built, it is essential to first make potential customers aware of the company and attract them to find out more. Do people in your potential market know you exist? Inform: The company should then inform any potential clients about the products and/or services they offer. It’s surprising how many companies miss this step, just relying on building brand awareness without actually telling you what they do. What is it that you do? Learn: Another step often overlooked is learning about the potential customer. In today’s digital world customers expect a more personalized experience and service that meets their particular needs and requirements. Do you know who your customers are, and why they need your products? Convert: Perhaps the key moment of the customer journey is the transition from prospect to customer. Ensuring that the previous three steps outlined above have been well executed can ease the conversion process. Unfortunately a lot of companies are focused on this stage of conversion and see it as the culmination of the process, when in fact it is the start of a potential on-going relationship that can drive more revenue. Transact: How easy is it to do business with your company?  Personally I’ve had too many dealings with companies that make it difficult for me to give them money – many of those companies lost my sale. The easier it is for the customer to complete a transaction the more likely they are to want to repeat the process. Logistics: Once your customer has paid for the product and/or service how do you deliver the goods that they just paid for? Is it a quick frictionless process, or is it along drawn out experience? Onboard: How do you make it easy for your customers to set up and start using your product? Do you welcome new customers to your company and community? Support: Supporting your product is not just about helping to fix problems, although that is an essential part of it. Do you make it easy for your customers to own and operate your product? Do you connect with them on a regular basis? In a digital world do you use analytics and trends to be proactive with your customers? You should be supporting the customer, not just the product. Loyalty: How do you make your good customers into great repeat customers? Loyalty programs can be a great way to do that, but they need to be proven to benefit your customers as well as the company. Up-sell: Do you understand your customer’s needs well enough to be able to anticipate when they need to upgrade to the latest iterations of your services? Cross-sell: Can you identify what other products from your portfolio will help your customers meet their business or personal needs? Do you know how to attract their attention and inform them about those other offerings? Have you built a solid ongoing relationship that means you can continue on the customer’s journey together? I believe that this layer of the customer journey is best summarized in a recent tweet from Mark Hurst, the Founder and CEO of Creative Good: “Did you know that your company has a team responsible for managing the customer experience? That team’s name is ‘the entire company’.”

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Fish Where the Fish are…

conversion rate optimisation

In my post, “Do you have the GRIT for testing success,” I summarized a data-driven framework to develop sound testing output. The utilization of business intelligence and web analytics tools, augmented with session replay, click-maps and voice of customer insight all contribute to the what and why of the digital user experience. Ultimately, this insight is used to build data-informed hypotheses, facilitate a successful testing roadmap and effectively “fish where the fish are.” This post aims to share recent examples where I used data to inform testing strategy to “fish” in the right places. I’ll share case studies and recommendations, highlighting some fundamental data sources as well: Measuring on-page elements on high traffic pages Benchmarking landing page performance Funnel segmentation Voice of customer analysis Measuring on-page elements on high traffic pages Testing on pages with high traffic is obvious: with a large pool of traffic, it takes a relative small segment of users to identify treatments that move the needle. Yet, how many times has a page been launched with measurement an afterthought?  How many templates are launched solely on UX wireframe and small-scale user study? I don’t recommend this as approach, but if you have already launched templates on this basis, it’s a good idea to start testing right away. In this example below, we used OpenText™ Optimost to provide click-through rate (CTR) data on a homepage, where web analytics had yet to be implemented. It was quickly apparent that the carousel was under-performing and quick task icons (labeled “icons” below) were out-performing click-through to products. For this client, the carousel housed 12 links to products and the aim was to improve product click-through: Control: We provided a new template as a challenger to the existing Home page which replaced the carousel with a static hero banner and an overlay menu of product links. The challenger increased product CTR from 5.3% to 8.96%, a 66% uplift in product engagement from the homepage. Challenger Compare this example to your own web site: Do you employ a rotating carousel? What is the CTR? What is the CTR of rotation 1 vs rotation 2 and 3? Which is the best-performing element on your landing page? You can measure on-page CTRs in three ways 1) Use your testing solution to create custom click measurements, to plug gaps where web analytics tools have yet to be configured. 2) Set up a variable in your web analytics solution that measures on-page clicks – I recommend using a URL parameter to signal and capture an on-page element post-click e.g: www.domain.com/pagename/?internalclick=homepage_hero_CTA_1 When using an analytics tool to measure CTR, use this calculation: CTR =     total instances of your internal campaign(s)                  page views of the landing page 3) Use an insight tool to provide click-maps and heat-maps. In my experience, I have recorded above-the-fold CTR ~6% and ~10% during sale activity. I have also seen higher CTRs on relevant static campaigns, rather than the employment of rotating carousels. How is your above-the-fold CTR performing? Benchmark Landing Pages Our customers work hard driving traffic to their web site(s). Landing Page analysis helps manage which pages visitors arrive at on the first page of the visit. Below are web analytics reports that can help benchmark landing page performance. In Google Analytics, the report to use is Landing Pages: Behavior > Site Content > Landing Pages Click the comparison icon Ensure that column 1 is set to Sessions to provide the highest landing pages Ensure that column 2 is set to Bounce Rate The RED bars show that the Bounce Rate on these Landing Pages is performing worse than the average Site Bounce Rate. You can switch the same report to show landing page conversion vs the site average. Landing pages with high bounce and low conversion need improvement. Click the comparison icon Ensure that column 1 is set to Sessions to provide the highest landing pages Ensure that column 2 is set to Ecommerce Conversion Rate The RED bars show that conversion on these Landing Pages is performing worse than average conversion rate. These landing pages need improvement in retaining traffic. When using Adobe Analytics, the Landing Page report is found: View All Reports > Pages > Entries & Exits > Entry Pages It is harder to compare landing page bounce rate by average site bounce rate. Here are two options: 1) Create a calculated metric called Site Bounce Rate [Total Bounces] / [Total Entries]. This can then be applied as a metric to this report (as shown in the example above, third column). 2) Use the trended report View All Reports > Site Metrics > Key Metrics (Trended) to get bounce rate separately, using the same dates as the reporting period. By using the same landing/entry page reports, the metric can be changed from bounce rate to conversion rate. This will show which landing pages are poor converting. Now that you can identify high bounce and low converting landing pages, it’s important to compare landing pages of similar hierarchy. Comparing Landing Pages E.g “Which is the most under-performing top tier category landing page?” E.g “Which is the most under-performing product grid landing page?” In this example, the domain has four top-tier landing pages – compare the bounce rates and conversions between them: All bounce rates are better than the site average, however, the conversion rate from the Mens and Womens landing pages are worse than the site average. In this example, the company “New In” clothing (e.g., New In Mens) owned the entire estate for both Men and Women landing pages. In the attempt to promote high-margin product, perhaps too much emphasis was given to just a small percentage of their assortment width. We recommended that this company reduced its emphasis on “New In” clothing and used product sales and conversion data to identify popular categories, brands and “brand category” combinations: G-Star Jeans | Men’s T-shirts | Diesel Underwear etc….. So having identified a high bounce and low converting landing page, we used further product data to tailor a landing page that directs traffic to high-converting product assortments. This is standard practice in a data-driven organization. Even so, sometimes it’s natural for these same organizations to present their own agenda on a landing page, rather than use data and testing to claim authority on landing page performance. One Funnel, multiple opportunities Small improvements in the funnel can return significant incremental revenue. Typically, a funnel can be measured in terms of fallout at each step, to see where customers are experiencing difficulty. Testing can then be prescribed to a focused area of the funnel. Greater insight is found through segmentation. When you segment the funnel by device type and logged in status, this one typical funnel now has six user journeys that can be optimized. Each journey may show different pinch points that can be tested: In this example, we segmented funnel performance by device type and immediately found three areas of focus for testing: Step 1-2 of the funnel are not performing on Tablet, nor Mobile Step 2-3 shows poor performance compared to other steps – so we need to test across all devices Step 4-5 for Tablet is lower than Mobile Not only is it important to segment the funnel to find pinch points for optimization, but also to explain the results of a funnel test or a new implementation feature. More and more large organizations have the resource to productize their customer journeys, and consequently, have a team working solely on the funnel. Therefore, this level of segmentation is becoming increasingly common-place. Add operating system or browser segments into the mix and the number of funnels to optimize can multiply quickly.  Listen to the voice of the customer The use of survey, customer feedback and NPS verbatim is crucial in the application of a testing roadmap and strategy. Such qualitative data is the only time when customers actually tell you what’s up! It quickly shows areas that are causing frustration and provides opportunity for testing. In this example, a legal research provider collated quotes from various sources of customer feedback for their product research tool. Analysis of customer quotes identified words that are most commonly associated with the words frustrating and cumbersome. Clearly, users of the research tool found it difficult to download and print documents. Since that’s a primary objective of this tool, it was cause for concern: On the page, users had to click a print icon, then select a download and/or email icon to have documents delivered (see screenshot below). Based on the insight from the feedback analysis, we believed hiding document delivery behind a print icon might be the source of the frustration, so we designed an experiment to make the options clearer. Control: “hidden” document delivery options   Challenger: Exposes document delivery options After 30 days of testing, results were conclusive: the challenger increased total interactions per visitor by +12% (99% confidence). Session ID data was recorded for this experiment and then returned to validate metrics recorded in the client database.In addition to more interactions, the challenger improved actual document deliveries +6% and improved customer success score. In summary, this was a small change to the control experience that yielded a clear improvement and serves as a great example of sound, data-driven end-to-end testing methodology: 1) Qualitative & Quantitative analysis of customer feedback 2) Diagnosis of current situation – what is causing frustration? 3) Data-driven identification of problem, testing with a prescriptive hypothesis 4) Clear results, measurements provided both in-test and post-test analysis 5) A winning experience that can now be iterated and further optimized “To fish where the fish are” requires understanding of web analytics and user scenarios of the customer journey. As a result, you’ll be feeding quality ideas into your testing program and have a higher chance of success. If you’ve read this far, consider yourself ready for open water! If you’d like our help, please reach out. And please share your ideas for finding the fish in the comments.

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Sell Holidays Online? Good Emotions Mean Good Conversion

conversion

It’s summer holiday season, and we’re all feeling excited about our upcoming summer breaks. But if you work in the online travel industry, how do your customers feel when they book with you? Booking a getaway can be an emotional customer experience, and to get the best conversion rate you need to make sure your site and booking process always evoke the right emotions. Emotions that reduce conversion Fear of the unknown A holiday is a big purchase, so it’s natural that customers can feel some trepidation when committing a large sum of money. As a marketer think about what you need to put in place to reassure customers. How to avoid it Include every detail of what is included in the deal. A package holiday company wanted to save space on their mobile holiday product listings. They tested removing a breakdown of what the holiday included to do this. Their bookings dropped by over 30%! Make cancellation policies clear, and offer insurance if the customer could lose out if they cancel. One European travel company saw increased conversion when a more detailed table of insurance options was shown. The change lifted conversion even among customers who didn’t actually take up the insurance. Confusion Make sure it’s clear what the user needs to input at each stage in their search and booking. How to avoid it For one travel company, simply adding a one word label to a field in a search form resulted a seven figure increase in annual revenue. Before the change the label was a placeholder inside the field, meaning that prospective holidaymakers who tabbed to the field didn’t see it. This left them without any signpost telling them what the field was. The result was confusion and abandonment of the search. One package holiday purchase journey had a large ‘basket’ detailing the options chosen so far above each step. This pushed the current call to action below the fold, so they tested removing or collapsing the basket. For the first few steps, conversion to the next step increased but ultimately conversions stayed the same. Why? The confusion caused by not having the selected holiday details easily accessible balanced out any gains from making the CTA more obvious. Emotions to create for high conversion Fear of missing out While we’ve discussed the bad kind of fear above, this kind of fear can help you make a quick sale and guide users towards impulse purchases. A holiday can be a long purchase cycle, but recently many travel retailers have started to use the tactics of scarcity and urgency to give potential customers a reason to make the purchase now. How to create it Add up-to-date information that shows that a deal is popular – so users fear that it will sell out. Booking.com are famously the pioneer of this. The hotel listing shown below displays both the number of people looking at the hotel “right now”, and the number of bookings today. The second listing even explicitly states that they expect to sell out soon. An airline found that showing the precise number of seats left on a flight significantly lifted conversion. Visitors felt pressured to make the purchase before the seats were sold, and so didn’t have as much opportunity to change their minds or research competitive options. Use countdown clocks where a deal or offer is limited, such as this one on Expedia’s deals page: Smugness Managing to secure a holiday that seems exclusive and sought after gives your customers a sense of smugness or one-upmanship. This might annoy their friends but is something that as a travel marketer you want to encourage! To build on this make sure that any savings the customer is making are made crystal clear so they can pat themselves on the back for being so financially prudent. those in the UK will recognize this idea from the memorable but annoying series of moneysupermarket adverts. How to create it Scarcity messaging as described above can help to create this effect. If the deal does in fact sell out, follow up with a notification email to create this feeling of smugness and encourage repeat business. Placing the savings within the actual CTA e.g. “Choose this deal and save £500” increased views on deals and package bookings for one vendor. Excitement Prospective holidaymakers are more likely to part with hard earned cash if they feel excited about a deal or destination. In addition excited customers will often post to social media about the trip they just booked, giving you free word of mouth referrals. How to create it Content such as imagery, video or travel guides can show off the best features of your holidays. Don’t however highlight this at the expense of a clear and prominent search feature. We’ve seen ugly but clear search pages perform better than design-led, content heavy pages where the search is hidden. Social proof, like a high volume of positive reviews, also helps to hype your visitors up and turn them into customers. Discover more information on how to improve conversions on your website here.

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What I Learned at Digital Elite Camp 2016

testing framework

Fantastic conference in Estonia by Conversion XL recently. 3 days of seminars, workshops and networking, where the key message was to apply a testing framework that relies upon a foundation of analytics; user research; segmentation and operational site performance. Any experimentation will be compromised if foundations:  Cannot be measured with confidence  Are prone to functional errors cross-device and browser Where strong foundations are in place, then optimization is trusted. This conference continued to reference many testing examples; but my key takeaway was an evolving maturity in measurement; moving into longer-term metrics such as customer loyalty and lifetime value, rather than CTR and conversions. The first two sessions saw motivational discussion on “being the change”, challenging the status quo and having the confidence to excel. Paul Rouke (@paulrouke) talked obout how optimization professionals can help reinvent the persona of the HiPPO (Highest paid person in the organisation): Humility Integrity Passion Positivity Openness As optimization professionals, we have to avoid ‘imposter syndrome’ and act as ‘evangelists’ to promote testing culture within an organisation. Tom Barker of Royal Bank of Scotland (@tomabarker) shared how they rolled out testing to the front-line staff of RBS; creating a nucleus of experts to spread knowledge via internal training. The change in culture was emphatic, generating over 400 tests in a year, 110 live data dashboards and buy-in from the executive tier.   Ask yourself, are clients really sharing the wealth of optimization activity performed? Can you do more to present and share success? Avoiding corporate politics in new website design was also discussed. UX examples were provided where the internal business agenda has surfaced on websites. The learning here is to intensify user research: such as UX labs, scroll/heat maps, surveys. “Sell the way your customers want to buy, rather than how you want to sell to them.” Amy Harrison (@Harrisonamy) delivered a great session on how to write copy with impact. Avoid the use of umbrella terms such as “this is a powerful tool” because what does that mean anyway?  Focus rather on the USPs of your product/solution. Surface the needs of the customer to the benefits of the product/solution to match customer requirements: “you can download and trial today.”  Many landing page visitors bounce within 5 seconds – are your USPs visible within 5 seconds? Matching requirements featured in sessions that dissected journeys of an eCommerce site. The message was that each template of the funnel has an independent purpose. Reinforce customer requirements that are satisfied on each page type. Testing should bridge the gap in promoting an offline experience to online. Pop-up buying guides should appear upon scrolling; use localized testimonials; use of videos and alternative imagery –  all help to provide the look and feel you get with an offline experience.Use these tactics to effectively help customer decision-making. And if a product that is niche, technical or spec heavy, but is suitable for beginners, then tell them so! Day 1 was summarized by Peep Laja (Conversion XL). He pitched the XL Institute, a subscription where case studies are shared and academic papers translated for general use. This academic research is in the psychological study of cognitive bias that rationalizes the internal processes of decision making. Recent Institute case studies, showed some interesting trends on uplift with: Use of bullet points Left to right priority of pricing plans Familiarity of Trust/Security symbols Addition of images to testimonials Use of female customer service voices Days 2-3 drilled further into optimization practice; SEO/PPC optimization; video optimization; growth-hacking tactics; and analytics. It is clear that optimization professionals rely heavily on additional tool sets, such as heat-maps, session replay and user research. Usabilityhub.com was mentioned as a shared resource. These tool-kits featured in many sessions to help solve “why?” a customer is exhibiting certain behavior. Data Layer, GTM and GA all delivered sessions regarding configuration, content optimization and re-targeting activity, with a key message: Your testing tool has to be hooked up to a web analytics platform.  Two sessions stressed the benefit of creating calculated metrics in your web analytics platform and creating multiple micro-conversions. Session scoring methods were discussed, applicable to measure content engagement and sites of low-traffic. Hit-level behavioral segmentation was also exemplified. For example: “A user visited page x and then clicked button y”  Yehoshua Coren (@analyticsninja) gave a great example of using multiple micro-conversions to create a scoring index to measure visitor interest over 30 days; used to avoid banner fatigue in re-marketing. Both sessions stressed a move to longer-term user behavior. Metrics such as Customer Lifetime Value; Average Cost per session; and Cost of Acquisition were especially pertinent. The conference was summarized by Craig O Sullivan (@OptimiseOrDie) stating that tools, knowledge, and techniques have all improved, but the foundation of conversion optimization remains a difficult job. Here are 12 concluding points: Avoid relying on best practice. It’s never 1:1 advice Build an optimisation roadmap on strong foundations of data Work on organisational design and culture; prepare for scalable growth Embrace failure – it’s an integral part of conversion optimization Humility and ignorance help achieve better results. You can’t and don’t know everything! Develop a ‘better quality’ ignorance Mature your metrics. Focus on loyalty, satisfaction and customer lifetime value rather than short-term events Prioritize: “Without scoring, you are burning rubber” Use quantitative and qualitative methods to map out the whole situation and solution Usability vs. motivation – work on both, but functionality trumps motivation Implement a process. Find a way of working that fits your team You MUST have copywriting, persuasion and psychology available to CRO teams Do cross-device optimization – not many companies and agencies do it fully yet I also learnt that I need to read this book. Predictably Irrational by Dan Ariely. Thanks again for a great Elite Camp!

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Nashville Notes – Impressions of my First Enterprise World

Enterprise World

I’ve been to Nashville several times before, but never for an event like this. It had everything from Country Singers to an Astronaut – and some great business and technology as well. Welcome to OpenText Enterprise World! On the second day of Enterprise World, someone described it to me as “overwhelming,” and so it was on some levels. There was simply so much to choose from. Over two hundred breakout sessions ranging from business strategy, to software practioner how-to tips,through to  developer sessions that got down to the code level. Alongside were six themed theaters on the main Expo floor each running fifteen minute presentations on an equally wide range of subjects. Plus an Innovation Lab, a Developers Lab, Customer Roundtables, and over forty demo stations; it was a lot to take in. Whether you are a long time OpenText customer, a recent customer going through systems implementation, or a prospective customer – there was something for everyone. And as a relatively new staff member there was a lot for me to take in too; but I couldn’t have asked for a better immersion on the company’s culture, customers, staff, solutions, and products. Everyone I spoke to had a good time. Despite its size and apparent complexity the event ran very smoothly, and all were happy with the experience. Experience was the framework around which my week at Enterprise World was structured as I was managing the Experience Theater for the Customer Experience Management team. We had a steady flow of visitors to the theater to discuss a variety of subjects, and to take a look at the various product demonstrations available. It was interesting to note that most of the conversations were about solving business problems, and how to move towards delivering a continuous customer experience driven by digital transformation initiatives and projects. The changing nature of business was also highlighted in the opening keynote from OpenText CEO Mark Barrenechea as he described the journey from Engagement to Insight across the enterprise. Engagement | Capture | Content | Process | Collaboration | Discover | Exchange | Insight This concept clearly resonated with the audience at Enterprise World and is one I’ll be revisiting in future blog posts on how delivering an exceptional customer experience can drive the journey towards better customer and business insight. If you couldn’t make it to Nashville this year, make a note on your calendars for the week of July 10, 2017 and join us in Toronto next year for what promises to be another exceptional conference.

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Introducing OpenText TeamSite 8.2

Contact Center

Optimize Your Digital Experiences with OpenText™ TeamSite 8.2 We’re happy to share the announcement of our latest OpenText TeamSite release – TeamSite 8.2! TeamSite is a modern, dynamic, and flexible platform for digital experience management. It makes it easier for marketers to deliver outstanding digital experiences by simplifying the management of content across all channels, including web, mobile, email, social, ecommerce, and portals. From a single, easy-to-use interface, you can author, test, and target content, manage rich media, design websites and mobile applications, and publish content. Get to know what’s new in TeamSite 8.2 by scrolling through our SlideShare deck – or reading the details below. You can also email teamsite.mediabin@opentext.com for more information.   Test your web pages for higher conversions and improve productivity OpenText TeamSite 8.2 brings you an even more marketer-friendly digital experience management platform that helps your business increase revenue – while also increasing productivity. With TeamSite 8.2, you’re able to optimize customer engagement and simplify tasks for your content editors, authors and web teams. Boost conversions by testing the value of your web pages TeamSite 8.2 is integrated with OpenText™ Optimost. Now, you can create experiments and view reports without having to leave eStudio. Adjust text and creative elements of your published TeamSite web and mobile experiences. Then, push your site to the next level by running experiments. You’ll see which versions brought you the best business results, so you can then take that knowledge to lift conversion rates and revenue. Take advantage of more flexible TeamSite templates Creating and editing pages just got even easier. Your web team won’t have to waste precious time creating new templates for every minor deviation from standard pages. They can set up flexible templates by designating components as “placeholders” that can be swapped out for other component types. For example, let’s say you have a template with a header, an image, and two columns of text, but you want to change the image to an embedded video instead. Now, you easily switch out the image for another type of component, like video. Flexible templates empower you to create new pages faster – without having to go back to web designers for every little layout change. Recognize web and mobile content easier with thumbnail previews Foggy memory? That’s ok. Now, when you are in eStudio, web and mobile pages and templates automatically generate image previews. This supplies you with visual cues to quickly identify existing projects. You no longer have to remember file names in order to find what you’re looking for. Publish dependencies from rules The Publish feature now looks at all of the targeting rules that are associated with the components of your page or template. It sees what content could potentially be returned from the rules – images, for example. It automatically grabs the content and publishes the content with all of the dependencies. You don’t have to manually publish each piece of targeted content associated with each published page. This update will save you a lot of time when publishing content – and it reduces the risk of accidentally forgetting to publish targeted assets for each page. Easily create new hybrid mobile apps Now, you can create a hybrid mobile app directly from the source – by using an existing TeamSite-generated site or a subfolder of a TeamSite site (such as a campaign microsite). And there’s an even easier option to create hybrid mobile apps. You can now simply enter the URL of any live website, regardless of whether that site was created or published via TeamSite, and create a new app based on content from that site. And just so you know – when you create Android and iOS apps, you can choose IPA and APK options. These options will enable you to directly download and install ready-made apps. You’ll save a lot of time because you or a developer won’t have to build the apps manually. Speed up the mobile testing process Enterprise organizations have so much on their plates when it comes to testing and reviewing content before it’s published or updated. We wanted to make it easier for the testing teams in your organization – so that they aren’t wasting a lot of time looking at devices they don’t support. The mobile emulator – which allows users to virtually preview and edit content displayed on multiple device types at once – has been updated so that your team can configure the specific devices it wants to see. This enhancement speeds up the mobile testing process by helping your organization view only devices it supports. View content in a folder structure If you’re used to navigating TeamSite via a folder structure, you’re in luck! In addition to the tile-based view of content included in TeamSite 8.0 and 8.1, you now have the additional option to view content in folders. Not only that – you can search the folders for the sites, pages, templates, apps, etc. that you’re looking for. So no matter how you slice it, you’ll find what you need in the way that’s comfortable to you. See version history in Experience Studio You can now view version history for all web and mobile app files – within Experience Studio. This includes pages, templates, assets, and targeting artifacts. Version History shows all the versions of a selected file or page to help differentiate them in their draft, submitted, and published states. Versions can be previewed, and changes can be reverted. When selected, each version reveals several details including version number, date and time submitted or published, and who modified the draft files. This feature helps those in highly regulated industries or companies with strict archiving requirements. Easily navigate through localized content The Monitor Localization dashboard is clean, easily searchable, and can be launched from eStudio. The number of tabs have been reduced, making it easier for your team to navigate and find the assets they are looking for. Other enhancements There are several other enhancements included in TeamSite 8.2. eStudio now offers the functionality to customize workflows, according to your organization’s business processes. Now, your organization can segregate user access to certain areas of your websites and access multiple stores in Experience Studio. The TeamSite Administration Guide now shares how to run Linux installations as a non-root user. There have been some additional enhancements to layout capabilities. Now, users can select sections, rows, columns via standard CSS3 index-based pseudo selectors. Any associated styles will be reflected in edit and preview mode. And this feature also provides a page/body wrapper for users to add styles for the entire page. Technical support Expanded technical support includes: Java: Support for Java 8 runtime is now added to TeamSite, OpenDeploy, LiveSite, and Search. Tomcat: Support for Tomcat 8.0.36 has been added to LiveSite. OpenSSL: TeamSite 8.2 components will link to OpenSSL 1.0.1e on the Linux platform. However, OpenSSL 1.0.x is supported. Windows will link to OpenSSL 1.0.2e. Thank you for taking a look the new features included in TeamSite 8.2! For more information, email teamsite.mediabin@opentext.com.

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3 Proven Tips for Optimizing Your Lead Forms

Optimizing lead forms

One of my favorite page elements to optimize are lead forms. I enjoy optimizing lead forms for a number of reasons, one being the fact that clients who have lead forms are sometimes smaller businesses, and every additional lead we receive due to optimization significantly affects their business. Another reason why I enjoy optimizing lead forms is that they offer up a ton of opportunity. Within the lead form itself, you can optimize the headline and sub-headline (if one exists), the number of fields presented, the location of the lead form on the page, how the lead form is presented; the list goes on and on. After recently completing a number of tests involving lead forms, I reflected on my learnings and composed these 3 proven tips for optimizing your next lead form. Let’s review them below. #1 – Personalize the Form Headline Typically, lead forms span multiple pages throughout your website, specifically across product and services type pages. Visitors to these pages are looking for additional information related to that product or service and when visitors cannot find the information they require, they either leave the site or consider contacting you through a lead form. To increase the likelihood a visitor submits the lead form, draw them in by personalizing the headline of the form. You can easily pique interest by communicating the fact that a specialist related to that product or service will be contacting them, rather than a random sales representative. There are two key takeaways related to the example below. Voice Services is the name of the product. This product name changes based on the product or service the visitor is viewing.  By changing the name of the product dynamically, the visitor believes they are going to speak to someone who is knowledgeable about that specific product or service. Often times visitors are reluctant to complete a lead form for fear that a random sales representative will be contacting them. We tacked on the word specialist to the end of the headline to increase trust. #2 – Know Your Audience Life throws a lot at us. We constantly juggle work, personal life, kids, bills and more. Long story short, we are busy people. Because people are so busy, it benefits you as a business to take on the responsibility of initiating the conversation, rather than the other way around. Consider the example below. The original call to action was passive and made it seem like the visitor was responsible for initiating the conversation, whereas the challenger gave the visitor the impression that the business would take on the responsibility of getting in contact with them. At the end of the day, understand that people have busy schedules and help them understand that you as the business are here to make their lives easier. #3 – Include the Form Directly on the Page Throughout my years of optimization, I’ve heard arguments for and against exposing the lead form directly on the page. Some believe it adds clutter or can be a distraction, but I tend to believe that because it takes up more real estate it actually helps increase the attention the form receives and it reduces the number of steps necessary to complete the lead form (removes the need to click to another page). Make it easier for visitors to interact with your business by adding the form directly to the page rather than asking the visitor to click a button to view the form. These are just 3 examples of how you can significantly increase the submission rate of your lead forms. Before conducting your next test, consider these proven techniques for optimizing your lead forms.  If you need help making your tests more actionable and want to learn more about optimizing your lead forms, get in touch with us at cemsolutions@opentext.com.

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How to Improve Your CRO Results With Data Driven Hypotheses

Conversion Rate Optimization

A test’s hypothesis is arguably the most important factor when it comes to conversion rate optimization (CRO). The hypothesis not only establishes the purpose behind running a test, it also helps inform the design of test variants as well as helps to determine key performance indicators (KPI’s). That said, not all hypotheses are created equal, there are good hypotheses and bad. Good hypotheses are formed and supported by data, while bad hypotheses have no support and are generally based on subjective opinions. While the concept of developing strong hypotheses using data may seem fairly straight forward to some, it’s alarming to see that a vast majority of hypotheses I come across are not supported by data. CRO novices and experts alike continue to form poor, non-supported hypotheses from sources such as ones intuition, general theories, the HiPPO (highest paid person’s opinion), competitive research and even designers’ opinions. While many of these sources can, at times, lead to successful testing, none have more impact than those backed by data. If your goal as a CRO practitioner is to increase the likelihood of success, you must abandon the notion of using opinions to form hypotheses and place more importance on data. Develop Stronger Hypotheses Using these Common Sources All types of data sources can be used to form hypotheses including web analytics, CRM data, session replays and more. More importantly, each source offers a unique set of data points that help focus and streamline the hypothesis development process. The table below includes just a few examples of the different data sources and their corresponding data points to help you build better hypotheses. By no means is the list exhaustive, but this should get you started on your journey to building better hypotheses. Data Resource Typical Data Points Web Analytics Top Entry & Exit Pages Paths to Conversion Visitors Likely to Convert (e.g. new vs. repeat OR mobile vs. desktop, geography) Actions Leading to Conversion (e.g. calculator interaction, product comparison) Previous Test Data Types of Elements that Increased Conversion (e.g. headline, CTA, content) Audiences that Responded Positively Actions Leading to Conversion CRM Data Attribute Analysis of Past Purchasers 3rd Party Data Visitor Profile Data (e.g. psychographic, demographic) Voice of Customer Data (VOC) Qualitative Data (e.g. common pain points) Session Replays Causes for Abandonment (e.g. form field errors, form submission issues, data entry hesitation such as SSN) Now that we understand the types of data that can be used to form strong hypotheses, let’s take a look at a couple of examples of data supported hypotheses that led to significant impacts to our partners’ business. Example 1 – Correlation Analysis A recent analysis of a client’s shopping cart revealed that there is a strong positive correlation between visitors who click on the ‘Continue Shopping’ button and the average amount spent per visitor.  This analysis helped us to understand the fact that revenue per visitor significantly increases by getting more visitors to add additional products to their cart after clicking the ‘Continue Shopping’ button. Hypothesis Formed: Revenue per visitor significantly increases by getting more visitors to add additional products to their cart after clicking the ‘Continue Shopping’ button, therefore by drawing more attention to the ‘Continue Shopping’ option we should see a significant impact on our revenue per visitor metric. Test & Outcome: Example 2 – Visitor Attribute Analysis (New vs. Repeat Visitors) An analysis of a bank’s test data showed that there is a significant number of visitors who leave the website after their first visit and return several days later to start an online application. Hypothesis Formed: Data suggests that a significant number of first time visitors are not ready to start the application process and that many of them return to the website several days later to begin that process. By targeting these visitors with content related to the last product viewed upon their repeat visit, we expect to see a significant impact on application start rates. Test & Outcome:   At the end of the day, the hypotheses we formed and the insights that followed would not be possible without supporting data. Without data, less visitors to the eCommerce site would continue shopping, we’d see less started applications at the bank and ultimately less reservations being submitted for the car rental company. To conclude, while testing theories or listening to the HiPPO is an easier, quicker way to get tests up and running, these methods for forming hypotheses are far more inferior to using data. While you may not have direct access to data, your internal analysts, agencies or your client relationship manager typically do. Rather than forming hypotheses using subjective opinions, reach out to any resource that may help provide the data needed to form data driven hypotheses. If you need help making your tests more actionable and want to learn more about developing data driven hypotheses, get in touch with us at cemsolutions@opentext.com.

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Omnichannel Communications for Your Digital-Savvy Millennials

millennials

By the year 2025, millennials, or “digital natives,” will make up 75% of the workforce. This adds a greater sense of urgency to an organization’s ability to successfully deliver digital communications. Though I’m not a millennial, I live with a few of them and I notice our differences. At first I didn’t buy the idea that this generation is that much different than their predecessors. But as I pay attention to the way my 18-year-old son interacts with his friends, how he makes decisions about brands and how he recently responded to his insurance company’s email about repairing his car after a fender bender, I begin to see the light. While he rarely talks on the phone or uses email, he sends around 10,000 texts a month, and reads online product reviews. His behavior is solidly mobile first. For a look at millennial trends and characteristics, check out this infographic. There are now more millennials than baby boomers and they have more than a trillion dollars in purchasing power! As the digital transformation takes hold, companies that recognize this trend will adapt their customer communications to appeal to this highly digital and technologically advanced group. If your company has or is moving to digital, that’s a good plan. But reconsider your path if you hear your colleagues and leadership saying things like: We’re too busy or We don’t have budget to make any changes right now Oh, millennials don’t have any money, they’re teenagers. We already send PDFs, isn’t that enough? Millennials want much more than PDFs. They want access to their brands 24/7. They have the highest adoption and usage of mobile devices of any generation and they navigate seamlessly between devices and channels, which means they expect consistent content experiences and branding across those channels. Millennials use social media like no other generation before. They like, follow, tweet, and share on all channels—actions that can make or break a brand. They engage with brands more deeply through social networks, with 52% saying they, at least occasionally, use their mobile devices on social media to indicate that they like a brand, compared with 33% of baby boomers. Also, 39% post product reviews, 35% share links about products on LinkedIn, and 32% say they follow brands on Twitter. In each case, the percentage of millennials who reported these activities exceeded that of boomers by 150% to 250%. Millennials identify with brands more personally and emotionally than older generations. Fifty percent of U.S. millennials ages 18 to 24 and 38% of those ages 25 to 34 agree that brands “say something about who I am, my values, and where I fit in.” Keeping the message relevant To sustain millennial loyalty, companies need a strong digital presence to engage this audience as individuals with omni-channel communication preferences.. That means providing anytime, anywhere access (millennials hate delays), rewarded with targeted promotions and offers. Companies should strive for messages that speak authentically to the attitudes, beliefs, preferences, and personalities of their audience because this group moves away from seeing brands as “badges” or status symbols and instead thinks of brands as “mirrors” that reflect their values and beliefs. View the infographic “Are you prepared to engage the digital natives?”    

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Accelerate Your Customer Communications Strategy at Enterprise World

Enterprise World

Join us in Nashville this July at Enterprise World 2016 to learn, and share, the latest in Customer Communications and how to turn your regular customer communications into a powerful marketing asset. With OpenText™ Communications Center you can maximize the effectiveness of your communications, not only by providing a single, consistent look and feel across all devices, but also by creating a dialogue from the document. Also, because the channels are linked, a customer can, say, initiate an application from their email reader and complete it on their tablet at a later time or date. Communications Center provides the robust, enterprise-grade CCM solution that you need to effectively generate and manage communications that connect all of your business systems, while providing up-to-the-minute critical information to your customers, partners, vendors and personnel. You can find out more at the upcoming OpenText Enterprise World conference in Nashville the week of July 11th. The focus for Enterprise World 2016 is to provide more informative and detailed technical sessions alongside customer case studies, making it our most informative user conference to date. For example, the OpenText Communications Center specific sessions on offer in Nashville include: Fast tracking sales from Contract to Digital Signature Developing state of the art Dynamic Templates for Customer Communications Data Gathering Strategies for Customer Communications Management Integrating Customer Communications with Content Server What’s new and what’s upcoming for the OpenText Customer Communications offerings And that’s just a small selection of over 20 sessions around Experience Suite and 200 plus breakout sessions, roundtables, labs, and demos on offer across the whole OpenText portfolio. Enterprise World 2016 is a must attend event for anyone in the Customer Experience and Customer Communications world. If you haven’t yet registered for Enterprise World, now is the perfect time to do so. Come join us in Nashville!

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The Cloud: Bigger and Better at Enterprise World

Cloud Enterprise_World

If your business is already operating applications in the cloud or is considering adopting cloud for EIM applications, you will find many opportunities at Enterprise World to advance your plans. The Cloud is everywhere at Enterprise World this year! If you would like to better understand our cloud strategy and meet with the leaders that manage all parts of our cloud, join us at: CLD-100 OT Cloud: Strategy, Offerings, and Talk with the Experts on Wednesday morning. This panel session will offer you the opportunity to learn more about all aspects of our cloud operation and to ask questions. Directly after this session we will head to the Elite Lounge where you will be able to enjoy a coffee and talk with the cloud experts one-to-one. For those that want to dive deeper, there are several sessions that are aimed at helping you with the details of working in the cloud: CLD-200 Enterprise Managed Services in the OpenText Cloud provides a deep dive into the services that are provided when your applications are managed in the cloud. It will describe service levels, operational standards, security and compliance processes. CLD-201 Total Cost of Ownership Benefits in the Cloud provides guidance on how to evaluate your total cost of ownership on-premises and in the cloud and evaluate the possible savings for your organization. This session features a customer describing how they went about analyzing TCO for 2 systems on-premises and in the cloud. CLD-202 Embracing the Cloud in the Public Sector is a customer panel session where customers will share what they are doing and how they are advancing through the use of cloud applications. This interactive session will provide high value for all Public Sector and customer service focused organizations. ECM-223 Top Questions you need to ask when upgrading ECM to the Cloud will provide answers to some of the top questions when considering a move to the cloud as you upgrade to Release 16. You will leave this session with a clear understanding of the path to cloud success and have a chance to ask the experts about your particular situation. CEM-201 Strategies for a Successful DAM Implementation on a Cloud Platform shares practical advice on managing media in the cloud including architecture, metadata, ingestion of content and administration. Cloud is very popular for media management customers and this session will provide great practical advice. Do you want to have 1:1 practical advice for your own organization? Now is the chance to spend quality time with our Professional Services and Managed Services experts. Book a private session with our experts – go to the Professional Services area in the Expo Hall to request the time that works for you. If you don’t have time to fit full breakout sessions into your schedule, there are several Theatre sessions running in the Professional Services Expo Hall Theatre. Check the daily schedule for a 15 minute short session on:  TCO in the Cloud, Trends in Cloud Implementations, Upgrading to the OpenText Cloud and an overview of Managed Services in the Cloud. Networking: Meet with other customers who have experienced the cloud through all of the networking events and sessions. Meet with our executives and experts in booked meetings, in the Expo Hall, or after breakout sessions. We would love to speak with you in more depth. This is the best work week of the year for us as we get the opportunity to speak with you and learn together. Please take the time to talk with us, and with your peers and have a wonderful Enterprise World. See you there! To register or get more information visit our Enterprise World site

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IQPC Online Summit – Technology Roundtable Recap

contact center technology

On Tuesday, June 14, I had the pleasure of participating on the panel of an online IQPC Technology Roundtable with two other distinguished vendors. Brian Cantor, the moderator, asked each of us to share our insights and expertise with the audience of over 100 attendees regarding the current state of contact center technology. Over the course of the 30-minute discussion, we covered a number of topics, including: The current state of today’s quickly evolving contact center The role of technology in supporting this evolution Opportunities for using emerging technology to manage rapid change How contact center professionals can ensure success Great information, and great advice, was provided throughout the discussion. There was one topic, however, that did not get covered due to time, and I would like to address this in my blog today. Problem: Technology is great, but the results will not be maximized unless the business properly updates operations. What are some best practices businesses can adopt to make the most of their technology investments? Prescription: Establish a cross-functional steering committee with individuals from operations and IT who meet on a regular basis to share how technology is or is not solving their business challenges Engage with your vendor (who should truly be a partner) in quarterly business reviews. As a true partner, the vendor should clearly understand the goals and objectives of your organization in addition to sharing their expertise, product roadmap and strategy Evangelize process and technology successes (small and big wins) by proactively communicating progress throughout the contact center and the broader enterprise Ensure increased user adoption of technology by leveraging internal power users and other colleagues and peers through customer forums and vendor/partner communities I would like to extend my sincere thanks to IQPC, and especially Brian Cantor, for facilitating this roundtable. My OpenText WFO Software colleagues and I very much look forward to seeing you on June 27-July 1 at IQPC Call Center Week at the Mirage in Las Vegas, NV. Please stop by booth #1017 for a craft coffee and engaging conversations with other OpenText™ Qfiniti and OpenText™ Explore experts. Until next time…

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Wrestle a HiPPO – and Win!

One of the toughest challenges for every data-driven marketer is dealing with someone higher up in their organization, who can and does make decisions based on gut, “experience”, or maybe ego, rather than data-driven customer insights. They are the HiPPOs – the Highest Paid Person in the Organization (or sometimes, the Highest Paid Person’s Opinion). We here at Optimost have a lot of experience helping our customers address cultural challenges like this, so I wanted to share our recommendations for turning your HiPPO from a scary creature that tramples over your best ideas to a supportive, empowering, roadblock-clearing champion. Why does your HiPPO matter? Everyone talks about the elephant in the room, but the HiPPO often doesn’t get the mention they deserve. And that’s too bad. HiPPOs are one of the top conversion killers when they base decisions on conjecture instead of data. It’s like a wild card. Their opinions may make perfect sense, or they may be totally left field. Either way, their suggestions may not actually be best for the business or your customers. Don’t believe us? Look at this: In reality, your users may feel or act much differently. To maximize profits, your site needs to reflect what works best for your customers. But, you can’t know what that is if you aren’t testing. HiPPOs eat data for breakfast Famed 20th Century American engineer, statistician, and management thinker Edward Deming said, “In God we trust, all others bring data.” Most senior managers would prefer to make decisions based on data rather than gut, but rely on their experience instead because they lack complete information for many of the decisions they make. A HiPPO with a testing suggestion, like the one above, might just be trying to be helpful. Or he might think his wife is a web design expert. But he almost certainly doesn’t have the data necessary to make the right decision. So tame the HiPPO by bringing them data instead of anecdotes. That means testing, measuring, and analyzing every step of the conversion funnel on your website. Any site changes should be made because you have quantitative proof that they will improve the outcome you’re driving. That said, if your HiPPO remains adamant their opinion is right, co-opt them through data-driven testing. Incorporate your HiPPO’s suggestions into your test planning and prioritization. It’s a great strategy to help you get ahead, because it helps show your HiPPO you value their ideas. Doing so is important to garner their support. Also, planning and prioritizing helps you to bring order to the chaos and decide what to test first. If you can show your HiPPO that their idea is likely to be marginal at best and will delay a really important test, they may be happy to withdraw their request. Senior management will love you if they see that you’re not only doing the work right, but doing the right work. When you do both, your HiPPO can show he or she is delivering more overall value to the company. And, in turn, your work will be deemed more valuable. As the CRO owner, you probably already have much more detailed data than your HiPPO. So, you can easily use it to your advantage to fuel your CRO/testing agenda. Speak in HiPPO As marketers, we know intuitively that if we don’t communicate with our customers in ways that are relevant and relatable to them, we won’t be in business long. But somehow we often forget this when it comes to internal communication. Everyone, at every level, has specific language and metrics that resonate with them. For you, it might be site traffic. For your colleague, it might be to email sign-ups. But, to really engage your HiPPO, translate your successes to their language and communicate results in terms of that they care about. Here’s an example: If you ran a great test and achieved a 9% boost in adds to cart, don’t go to your CEO and say, “This test achieved a 9% boost in adds to cart.” They probably won’t know what you mean or why they should care. Instead, do say, “For every 1% boost in adds to cart, we earned $10 million in annual revenue. As a result, this test could bring in $90 million in annualized revenue.” Now, that’s something your CEO will want to hear! (Quick diversion: watch this if you want to learn to speak in actual HiPPO. It’s pretty amusing.) What matters to your HiPPO? In order to measure and communicate appropriately to anyone in your organization, ask yourself and your management questions like: What kind of data does my boss ask for again and again? What kind of results do my bosses report to their bosses? What is being tracked on management dashboards? What metrics do executives communicate to the organization? What metrics do stock analysts estimate and report on (for public companies)? Make a HiPPO your Executive Sponsor Sometimes, despite your best efforts, you simply don’t have the rank or pull to push your testing agenda forward, so identify and cultivate an executive sponsor. An executive sponsor is a senior person within your organization who believes in and supports your CRO mandate and has the authority to push forward higher level executive decisions. They will help you: Define and advocate the primary business goals and objectives of your CRO program Expedite approval of strategic decisions on what tests to run Evangelize tests results and widely share them throughout the organization People often get stuck when they lack testing support in their direct management chain. If you’re up against a wall, look elsewhere. Your executive sponsor doesn’t need to be your boss or bosses boss. Look for an executive sponsor that works in any area where data is highly valued; for example, in analytics, marketing operations, or finance. Any of these teams will be predisposed to support you: Analytics’ mission is to better understand and improve website performance Marketing operations wants to ensure marketing maximizes the value of every marketing dollar Finance is always eager to add to the top line or reduce costs Bring HiPPOs into the club with a testing workshop and quarterly reviews At Optimost, we’ve had a lot of success transforming customers’ testing cultures through testing workshops, or hackathons. Testing workshops are one- or two-day team building sessions designed to bring together key stakeholders and raise awareness about testing. The sessions help build testing ideas through a fun, engaging atmosphere. We’ve found team building activities, like testing workshops, help everyone tangibly see and experience the value of CRO. Giving everyone the opportunity to brainstorm, share and present their testing ideas, and have their voice heard fosters collaboration. Stakeholders who aren’t involved in testing day in and day out welcome the chance to feel like they’re having a direct—and positive—impact for customers and the business. Let’s face it. Your HiPPO is a busy person. There are a lot of issues to take care of on the wide savanna. So in addition to inviting them to the occasional workshop, keep them aligned with regular high level reviews. We find quarterly reviews are about the right cadence. In the session, present a high level view of what’s been achieved and what’s in the testing pipeline. With everyone in attendance, state in clear terms how testing goals are being met and how they’re supporting the goals of the business When reporting your achievements, make sure to use KPIs your audience will respond to and understand best – see below When key stakeholders see and hear how your testing program is positively impacting their bottom line, you’re more likely get their buy in Let the wrestling match begin So remember my four tips for wrestling HiPPOs: Bring your HiPPO data. Their decisions will be better! Communicate to them in terms they understand and care about Look for HiPPOs that are on your side — in your management chain or elsewhere Bring them into the club with workshops and regular reviews I hope the tips above help you engage the HiPPOs in your organization confidently and successfully! We’re putting the finishing touches on Trade Up: From Cube to Corner Office, a comprehensive guide to taking charge of testing and optimization in your organization, which goes into a lot more depth on these issues. Please let us know in the comments or by email if you’d like to receive a copy when it’s ready in a few weeks. You can also read more on HiPPOs and testing programs in previous blogs here and here. What other ideas have you successfully used? Please add them to the comments.

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The Customer’s Perspective of the Redefined Customer Journey

digital customer journey

The digital customer journey is being redefined – it’s never been easier to buy stuff. All it takes is a few clicks of a button. But there are an almost infinite number of websites and online sources from which to make purchases. How do you choose? In today’s digital age do you simply buy something, or do you create ongoing relationships with the companies that meet your needs and provide a good experience? I’m guessing that it’s probably more of the latter. Several blog posts ago I talked about how the customer journey is being redefined in the digital age from a linear process to an ongoing loop of BUY then OWN with the companies you choose to deal with becoming more and more engaged in every part of the cycle. But how does that on-going loop look like from a customer perspective? Although the overall experience is continuous it is made up of 10 distinct stages: Awareness: Do you know what is available in the market place that relates to your activities, business, or lifestyle? Need: Why do you buy something? It is generally to fill a business or personal need. Is it something to solve a problem, make life easier, or just to provide pleasure? Defining a need is an essential part of the purchasing process. Research: Once a need is identified and you’ve matched that need to an awareness of what is available, you will often start to ask questions. What has anyone else used or purchased to meet a similar need? In the digital world research is playing a more and more important role with the majority of purchasers doing their own research rather than engage with a sales person to get answers to questions. Evaluate: How do various products and solutions compare? What are other people’s experiences in using those products and solutions? The collective experience of a peer groups are becoming a vital part of the evaluation process in an increasingly connected social world. Buy: Once a decision has been made the ideal purchase experience should be frictionless and consistent irrespective of which channel you use to make the purchase. Delivery: This is the point where the experience moves from the BUY to OWN part of the process, and is often the point where many companies step away from the relationship with the customer. Delivery, be it digital or physical, should be well documented, well communicated, and as fast, and as efficient as possible. Use: The everyday use of a product or solution is the longest part of the customer experience, and yet is often to most overlooked. How easy is it to actually use what you have purchased? Does it meet your needs and expectations? Does the company you purchased it from provide information on its continued use, or ways to connect with other customers to compare experiences? Maintain: What is something goes wrong? How easy is it to get help, or receive product updates? Advocate: Do you talk about products, services, and solutions that you enjoy? So will your customers. Customers who have a positive experience will become brand and product advocates. Recommend: And good advocates will recommend to others. Or they will self-recommend and make repeat purchases based on having been engaged as part of a well-designed and delivered continuous journey. The full engaged customer journey cannot be addressed by separate applications at different parts of the process. To be fully effective, it has to provide an exceptional continuous experience made up of a combination of the many different experiences and processes. In an upcoming blog post we’ll take a look at the next layer related to the company’s activities in providing a continuous connected customer experience. In the meantime this white paper “A Better Way to Engage – Redefining the Customer Journey for a Digital World” is worth a read.

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What Happens in Vegas Should be Shared in Vegas!

Contact Center Week

If you missed the opportunity to attend the ICMI Contact Center conference this past May in Long Beach, California, we’re hoping you will join us in Las Vegas at IQPC Call Center Week. Sure, you might be tempted to drop some coins in the slots, but be sure to also drop by our booth and learn how to stop playing games of chance with your contact center agents and your customers. The OpenText WFO Software team is proud to be a gold sponsor of this event, and you won’t want to miss out on the nuggets of learning and inspiration that you can pick up by speaking with our expert staff – not to mention the opportunity you’ll have to win fantastic prizes while enjoying the craft coffee being served. June 27 – July 1, 2016 IQPC Call Center Week                                                                                                      The Mirage Las Vegas, NV OpenText WFO Software at booth # 1017/1019 Tuesday, June 28, 2016 | 11:15a-2:15p Workshop L Service Delivery Optimization: Tackling Your Biggest Challenges with Best Practice Processes This fast-paced workshop will cover best practice processes in key operational areas so that you can consistently deal a winning experience to your customers by optimizing service delivery. Presented by Roger Lee, Principal Evangelist, OpenText WFO Software and Deb Alvord, Global Lead – Contact Center Advisory, CX Transformation, Hewlett Packard Enterprise Tuesday, June 28, 2016 | 6:00p Call Center Week Excellence Awards Gala Please join us at the award ceremony to see if HSN (Home Shopping Network), one of our customers and a finalist for Best in Class Contact Center (Over 200 Seats), can walk away from the table with the top prize! Wednesday, June 29, 2016 | 3:00p-3:40p Track 3 Power your Customer Experience with Data-Driven Analytics Don’t rely on lady luck to win over your customers. Turn your big data into actionable insights and create real-time, personalized customer experiences through deep behavioral analytics. Presented by Stephanie Shaffer (Asurion) and Roger Lee, Principal Evangelist, OpenText WFO Software Stay tuned for additional information regarding this must attend event.

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The HiPPO Goes to the Movies!

HiPPO

What happens when a millennial CEO hires a retiree intern? Valuable real-life digital marketing advice from the movies! I recently watched The Intern, a great Nancy Meyers comedy starring Robert De Niro and Anne Hathaway. She plays Jules Osten, a millennial startup CEO, and he plays her new intern Ben Whittaker. That’s right — her company hired a retiree as an intern. Comic gold. We first see Jules about 10 minutes into the movie, entering the office and immediately set upon by her assistant, making quick decisions and taking charge in a classic Hollywood walk-and-show-decisiveness shot. It’s updated for a startup culture because she bikes through the office, but otherwise it’s a familiar movie device. Part of the scene shows her meeting with her web team and asking for design changes to the day’s homepage. “Try making the photo grid bigger.” “I love that 5. Can we make it more graphic?”     At OpenText™ Optimost, we talk a lot about HiPPOs, or the “Highest Paid Person in the Organization”, and the unfortunate role HiPPOs often play in website decision making, to the exclusion of data-driven customer insight. This scene is a great comedic illustration of the idea, and you can read more about HiPPOs here. A bit later in the movie, Ben shows that he’s savvier than the clueless old person his millennial colleagues take him for by sharing some insights he found looking at the marketing and advertising data. “The most expensive place you’re advertising is actually bringing you the customers who are spending the least and the channels you’re least investing in are adding enormous value…” To her credit, Jules listens and empowers him to fix it. As you can watch in the movie, he is still a bit unorthodox — he looks at the data on paper?! Lesson: Sometimes you have to help your HiPPO help you This is something we help our customers with every day at Optimost. If you are trying to wrestle with HiPPOs in your organization, here are three things you can do: Watch the movie! It might not help but at least you’ll get a good laugh Stay tuned for my next blog post: Wrestle a HiPPO — and win! Let us know how we can help In the meantime, have you seen other good examples of HiPPOs in the movies? Please share in the comments!

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ICMI Contact Center Expo & Conference at Long Beach, CA

contact center

From the desk of Dr. WFO: If you haven’t attended an ICMI Contact Center conference, you are missing out! This is a worthwhile investment for all contact center personnel. We were one of the sponsors at this year’s conference in Long Beach, CA, and the entire OpenText WFO Software team was impressed by the turnout of over 1,500 attendees. Another interesting fact was that about half of the attendees had never attended this type of conference before, so in other words, 50% were newbies. Lots of great content was delivered which focused on all aspects of content center management – people, process, technology, and strategy. The overall theme for the event was tied to improving the overall customer experience, along with how to promote the value of the contact center within the organization. It was most interesting to hear about the challenges that contact center professionals were looking to solve and the best practices they were hoping to learn from industry experts and other peers. Dr. WFO presenting to a standing room only crowd on Selling the Value of the Contact Center to the Enterprise Dr. WFO with colleague Jessica Overton and leadership team from Church Pension Group (CPG) The event had several interesting keynote speakers, but one in particular stood out for me. Scott McKain’s featured keynote titled “The Ultimate Customer Experience: The Key to Lifelong Loyalty and Endless Referrals” was engaging and fun. His message was make it easier to do business with you. He shared his model of 4 corners of distinction: Clarity – Be crystal clear on what sets you apart, define purpose; mindshare precedes market share Creativity – Be creative at one thing, be considered innovative Communication – Write a story about how a customer improved his/her business as a result of your efforts Customer Experience Focus – Unique experience I would highly encourage you to attend a contact center industry event. If you were unable to make this most recent ICMI event, you still have an opportunity to attend the upcoming 17th Annual Call Center Week & Expo (CCW) in Las Vegas from Monday, June 27 – Friday, July 1. The OpenText WFO Software team would love to see you there! Until next time…

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Accelerate Your Customer Experience Plans at Enterprise World

Enterprise World

Join us in Nashville this July at Enterprise World 2016 to learn, and share, the latest in Customer Experience Management and the keys to delivering a continuous connected experience for your customers. The new OpenText™ Experience Suite helps you deliver high impact digital content, interactive customer communications and gain analytical insight to continuously refine your customer’s experience, and we’re excited to have te opportunity to show you the benefits that come with the new Release 16. Included in the Enterprise Suite experience are : Communications Center Enterprise introduces Immersive Authoring with a new user interface and templates that make it easier to create correspondence that excites your audience Digital Asset Management is enhanced with Adaptive Media Delivery and the Media Hub to make sure your creative images and video look great on every device, every time. Web Content Management provides the latest in web publishing, marketing optimization and mobile marketing activities Workforce Optimization brings the customer contact center and voice of the customer programs front and center in the Digital Customer Journey With over twenty sessions devoted to Customer Experience Management there will be lots of opportunities to learn, network, and engage in great conversations. Breakout Sessions will include topics such as: Experience Suite Strategy and Product Direction: Designing a Continuous Digital Customer Experience Excellence in Customer Service: Marketing’s Secret Weapon Enhance OpenText Experience Analytics with custom insight Integration of Communications Center with Content Server Fast-track Sales from Contract to Digital Signature Responsive Design and Web Experience Management Media Management and Adaptive Delivery Visit us at the Digital Experience theater in the Expo Hall to see the latest demonstrations and also to setup 1:1 meetings for: OpenText™ Communications Center OpenText™ MediaBin OpenText™ Media Management OpenText™ Qfiniti OpenText™ TeamSite OpenText™ Web Experience Management If you haven’t yet registered for Enterprise World, now is the perfect time to do so. Come join us in Nashville.

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OpenText’s Innovative DAM Solution Wins Industry Accolade!

Digital Asset Management

OpenText™ Media Management wins the 2016 SIIA CODie Award for Best Digital Asset Management (DAM) Solution, continuing to build momentum in the industry. The Software & Information Industry Association (SIIA) CODiE Award is a prestigious honor for OpenText. Each award winner was reviewed by a field of industry experts, whose evaluations determined the finalists. SIIA members then reviewed the finalists and their votes were combined with the scores from the industry experts’ to select this year’s CODiE Awards winners. “SIIA’s 2016 Business Technology CODiE Award winners are some of the most innovative products impacting businesses across the world. Recognized by their peers, the CODiE Winners should be proud of this prestigious accolade honoring excellence in business technology products,” said Rhianna Collier, VP & Managing Director for the Software & Services Division at SIIA. “We congratulate all of this year’s CODiE Award winners, and thank them for the contributions they have made to their industries.” This recognition validates OpenText’s DAM efforts, especially with the innovations in our latest Media Management release. However, this award is really for our customers as none of this would have been possible without your valuable input and insights. OpenText Media Management is a recognized leader in the industry. Our latest release adds new capabilities to keep us at the forefront of the industry, including embedded analytics, adaptive media delivery services, Media Management Cloud Edition and usability. See the CODie Award Press Release.

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