Enterprise without Human Interaction

Case Study Mania

For a lot of people like myself, Sitecore Symposium is Case Study mania where we learn how others in the Sitecore community are building their digital future. There were a number of outstanding key note speakers on day two but for the case study fiends, the speakers were eclipsed by the extraordinary real-life stories of Sitecore customers solving real business challenges across a variety of industries.


Print Experience Manager

The first case study of the day demonstrated an implementation of the product Sitecore Print Experience Manager (PxM). Print and digital for many companies remain separate - either externally managed by different partners, or internally siloed across divisional structures including individual print budgets.

A leading Health Care provider in North America saw an opportunity to take print to a personalised level while at the same time centralising content creation and the distribution workflows supporting the process. The demonstration presented a custom ticketing tool built into the Sitecore content editor that allows content authors to select Sitecore items and push them to the Design team for print design templates - brochures, and information pamphlets. Back and forth this would go until a copy is approved in Sitecore and automatically published across channels, including the printing press and mail outs.

This is an amazing example of multi-channel content reducing time and cost while maximising the customer experience through personalised content while maintaining brand and communication consistency across all channels.

Uponor

The second case study was from Uponor (Oop-a-nor), Jon Orton, Marketing Operations Director presenting on the business track. He presented their approach to communicating a digital transformation to the wider business.

To set the scene - By 2020, 85% of customer’s will manage the relationship with an enterprise without human interaction. So if you’re not thinking about how to service every segment of your customer base through online services, they’re probably going to find someone who can.

How is Uponor solving this business challenge? People, Process, and Technology in combination with digital maturity and roadmap planning. Working with their partner they are building out an approach to adopt key technologies and practices that will support their resellers and direct customer relationships.

L’Oreal

Finally, the case study L’Oreal. A well-established brand with a familiar objective: “to own the customer experience”. Previously the experience of the brand was offline and indirect through the partner salons. On stage, Nitasha Lavsi from L’Oreal Redken highlighed the laser focus she described as the road to customer data acquisition. Nitasha presented the process of L'Oreal's personalisation strategy. It was well defined into nine steps:

  1. Objectives
  2. Segment
  3. Goals
  4. Journeys
  5. Insights
  6. Data
  7. Components
  8. Personalisation
  9. Content

Using these steps a Redken campaign was personalised and automated in such a way that each goal triggered would flow onto the next until the “outcome” metric was achieved - sign up for the newsletter. This is described as the “value transaction exchange”.


Overall, the case studies demonstrated during Sitecore’s Symposium highlighted the digital community’s passion for Sitecore and how customers are pushing the boundaries of the platform to solve common challenges. I’ll finish with my favourite quote of the day:

If you don’t know where you’re going, you will end up somewhere else.

Looking forward to Las Vegas in October 2017!

— Nick Jones

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