Building a Unified User Experience - With Drupal

Transcription

1 Building a Unified User Experience - With Drupal

2 THE CONTENT-CUSTOMER CONNECT

3 The relationship between the brand and the consumer is not decided by the Brand but by the Customer! CUSTOMER BRAND CONTENT

4 CHANGING CONSUMER BEHAVIOR

5 Natural Language Interaction - On the surge 85% 30% 50% 85% of users start their shopping on one device and finish the purchase on another - Google 30% of all interactions with technology will happen through conversation by Gartner 50% of all searches will be voice searches by 2020 Gartner Predictions

6 WEBSITES MOBILE APPS BOTS AND VOICE ASSISTANTS Voice First does not mean Voice only!

7 CUSTOMER ENGAGEMENT

8 The changing face of Content and Engagement touch points Customer Service Software Content Marketing ABM Data Enrichment Advertising Automation Predictive Analytics EARLY MATURE FUTURE Standalone Campaigns Prominence Source Gartner Sales Automation Integrated Marketing Marketing Automation Social Prominence Social Engagement Social Selling Real Time personalization B2B Mobile Marketing Marketing AI Interaction Cloud Influencer Prominence Social Prospecting Natural Language Interface Business Bots Conversational UX Blockchain

9 Majority of the Customer engagement is happening in silos.. SOCIAL MEDIA MOBILE VIEW WEARABLES WEB VIEW MOBILE APP Content + Commerce BOTS/VOICE ASST IOT

10 Connected Customer Experience Model THEN-THE DISCONNECTED CUSTOMER EXPERIENCE NOW-THE CONNECTED CUSTOMER EXPERIENCE DRUPAL CMS COMMERCE WEB VIEW IOT WEB VIEW MOBILE VIEW MOBILE APP MOBILE VIEW AMP + PWA MOBILE APP NATIVE/HYBRID DIGITAL WALLET CONTENT / COMMERCE BOTS/VOICE ASST WEBCHAT, FB MESSENGER, ALEXA, GOOGLE HOME DRUPAL CMS + COMMERCE AR and VR

11 Influence of Content in Purchase Decisions Peer Recommendations has the highest influence as the source of information on customer s decision making process. Original Research has the second largest influence. Companies have to focus towards bringing the right blend of content and commerce. Users trust their own original research before their purchase. Hence it is important to have the relevant content at the right place in the right time. Source Content Marketing Institute

12 Four Distinct Phases of Journey Analysis

13 Journey Mapping Across Systems and Channels Social IoT DMP/ DSP SMS/Chat Data Campaign Management Infrastructure BI/ Reporting Consumer Devices Database Real Time context CRM & Call Centre Retail POS Analytics

14 Key Features and Business Value drivers of Customer Identity and Access Management user profile data security unified security & authentication touch id Providing a consistent, secure Omnichannel user experience by having an authentication & access system Managing user consent and preference to meet compliance with Global data privacy authentication across touchpoints CIAM facial id requirements Speed to Market vs DIY or Integrating multiple point solutions to achieve CIAM Integration with CDP with more customer Insights social login - web, mobile and chatbot voice authentication profiling workflows

15 Digital Transformation Solution Powered by Drupal

16 UNIFIED DIGITAL EXPERIENCE PLATFORM with DRUPAL

17 Important Modules used from Drupal 8 Module Name Type Functionality address, commerce, commerce_paypal, commerce_paypal_wpp, commerce_shipping, commerce_tax_service, physical Contributed Commerce Mailsystem, Mim , Smtp Contributed Mail Panels, page_manager Contributed Create custom Layouts Profile Contributed create profile & store user data search_api, search_api_solr Contributed Site search Metatag, Sitemap, Pathauto Contributed SEO commerce_sca Custom developed Get Shipping Info commerce_ups Custom developed UPS Shipping commerce_usps Custom developed UPS Shipping custom_hgsi_commerce_reorder Custom developed Reorder Functionality custom_hgsi_common Custom developed Common Hooks

18 Implementing UDXP with Drupal 8 for a Global Brand

19 Bleeding Edge Technology Ready Drupal 8 Platform Highly Scalable Architecture Optimum Performance Reduced Time to Market Reusability Improved User Experience Open Web for future Innovation Localization Expert Engineering Team Improved Security

20 Spreading the Innovation to the Local Market Explore Define Clone Migrate Validate Deploy Project Kick off Sitemap Clone GCL Code Freeze Code Review Soft Launch Toolkit Education Taxonomy CMS Configuration Articles Internal Testing Pre launch review Functionality Site Building Assets UAT Domain Cutover Creatives Customization Users Post launch review

21 Integration of Bleeding Edge Technologies with Drupal 8

22 Drupal 8 with Commerce Best fit for Content Strategy with benefits on commerce Supports large number of products and contents Improved user acquisition Best practice, industry standard cart/checkout experience Enrollment Drupal Content Hub Product Hub Personalization Content Detail Site Search Campaigns Content Index Product Detail Engagement Tools Product Price Inventory Coupon, Discounts Shared Sign on Cart, Checkout Commerce Connector (Data Integration) Product SKU Inventory Checkout Tax Shipping Commerce Product Price Discounts & Coupons Cart Payment Order FB Shop Pinterest Shop Order Fulfilment SAP CDP

23 Drupal 8 with Drupal Commerce Implementation Highlights Hybrid Approach (Content + Commerce) Digital Experience Platform(DEP) + Shop Seamless User Shop Experience User targeted Discounts & Coupons Omnichannel Shopping Experience (FB Shop, Feeds, Bot) Cross selling & Up selling Features User Rewards & Loyalty Program and Bonus Redeem on sales Save & Subscribe to promote recurring orders, customer engagement Business Outcome Sales Increased from 30k to 1.2M Per month New customers 60% Increase Number of Orders 35% Increase Average Order Value Increased from $30 to $200 Returning customers 20% Increase

24 The AI Evolution This year, 35.6 million Americans will use a voice-activated assistant device at least once a month. emarketer

25 Drupal 8 with AI/ML based Personalization Real-time ML Personalization with Drupal 8

26 In the Moment Personalization with Drupal 8 Data from User context and Real time Tracking Intent Tracking & Context ML Engine Behavior Prediction To Customers Via Omni Channel Find Patterns Across Channels Determine what they want to see/do/buy next (and when) Recommend, Sell, Allocate pricing

27 HYBRID approach to In the Moment Personalization 1:1 Personalization Videos Viewed Collective Preference + User Preference Article Read Banners Clicked $$ Products Choices/ Purchase History Special Preference i.e. Non GMO, Lactose intolerance

28 Drupal 8 with AI/Chatbot Business Benefits Real time Customer Acquisition Personalized Engagement Less waiting time Brand awareness 24X7 Customer service & support Customer Retention Key Considerations Omni Channel Presence Automated Cross Selling and Upselling Proactive and Reactive Product suggestions Create Once & Publish Everywhere (COPE) strategy Multi Lingual support End to End data ownership over Analytics & Customer Behavior

29 Commerce/Retail Used Cases Promotions/Coupons Customer Satisfaction Product Recommendations

30 Drupal 8 with AMP PWA Designed to enable publishers to easily improve speed, and subsequently user experience Lightweight pages Designed to load instantaneously Combating ad-blocking Supports existing ad formats It doesn t matter how great the content is. If the page is not loading fast enough the visitor is not reading what is inside.

31 What is AMP Future of AMP AMP Features Flexible Modern designs that you can customize to suit your needs. Responsive Templates designed to work with all devices - mobile, tablet and desktop. AMP + PWA Progressive Web Apps and AMP pages work great together. In many cases, they complement each other in one way or another Enable PWA features for your AMP pages Open Source Developers and designers can share and contribute their designs for new templates and components. Page Components Incorporate specific designed elements of a page into your own. Create a compelling, super-fast user journey from AMP to PWA Simplify your PWA by using the power of AMP

32 Business Outcome with Drupal 8 powered UDXP Implementation Outcome 150 % 7 % 74 % 36 % Site Performance User Conversion Development Time Maintenance Cost Reduced time to market (2 months to 1 week) & cost of localization to a fraction of the initial build cost Increased online Sales Revenue by 3X and increase in average order value by 60% Improved the CTR by 20% through our Drupal with ML personalization implementation Introduced a scalable and modular platform to integrate AI, Chat BOTs and Voice assistants Implemented conversational Bot for Voice based purchases. Implemented Drupal based AI Chatbot, for customers to access Brand content via Messenger platform

33 Thank You!