3 keys to mastering personalization: How TELUS combines people, process and a modern tech stack to optimize digital customer experiences

Transcript

1. 3 keys to mastering personalization How TELUS combines people, process, and a modern tech stack to optimize digital customer experiences June 12, 2019 1 #CTFwebinar
2. Housekeeping • This webinar is being recorded; we will share the recording and slide deck with all registrants shortly -- keep an eye on your inbox! • Please add your questions in the Q&A box, we will answer them after the presentation during the live Q&A session at the end • To get in touch, write to us at team@contentfulmail.com • Join the conversation on Twitter with #CTFwebinar Before we dive in...
3. 3 #CTFwebinar Today’s host: Guest speakers: Sonia Kapur Personalization Strategist, TELUS /in/sonia-kapur Anne Booth Content Manager, Personalization & Analytics, TELUS /in/anne-booth Introductions Bilal Khan Senior Program Manager, Data & Analytics, TELUS /in/mrbilalkhan Paul Biggs Director of Product Marketing, Contentful @BiggsP
4. Agenda • Market overview - Contentful • Personalization case study - TELUS • Live audience Q&A session What’s on tap today 4 #CTFwebinar
5. 5 Market overview Some context for the TELUS case study #CTFwebinar 5
6. Today, your customers are everywhere. All the time. 6 An explosion of digital touch points Across the entire customer life cycle *images: Forrester, Coming Soon: Agile Content Curation And Orchestration Will Redefine CMS, 2018
7. Today, your customers are everywhere. All the time. 7 Infinite opportunities to engage — how do you keep up? *images: Forrester, Coming Soon: Agile Content Curation And Orchestration Will Redefine CMS, 2018
8. Innovators are creating agile, cross-functional teams “Digital factories” can collaborate on, launch, and optimize customer experiences faster These teams go by many names: digital lab, customer journey lab, digital factory 8 #CTFwebinar
9. 9 Digital factories are given the license to break all the rules “When most companies start doing digital transformations, they realize that they need to break a lot of rules. They need to break the rules on how to allocate people into the initiative, or how to fund the initiative, or even what technologies to use or what project models to use. A digital factory is basically an organizational construct where you end up allowing for a number of rules to be different. It’s OK to work in an agile manner. It’s OK to use a different technology set.” — Digital McKinsey Podcast #CTFwebinar
10. Leading companies are building more software than ever before to connect with their customers wherever and whenever they are: modern websites, mobile apps, on-site, in-store, and beyond. Under the hood, these teams are powered by software 10 All companies are becoming digital product companies
11. It is transforming how companies go-to-market 11 Building means building software. market share revenue customer loyalty shareholder value brands #CTFwebinar
12. But a traditional CMS does not help you ship digital products faster 12 But, just ask your developers: A traditional CMS does not help them build software faster Nevermind help your team launch and optimize digital experiences faster
13. It’s time for a new way: content infrastructure It’s not a traditional CMS. It’s a cloud- native platform for modernizing how content flows through your entire digital ecosystem. Sometimes called headless CMS, decoupled CMS, etc. — but those names miss the mark 13 Optimization Analytics Search Content #CTFwebinar
14. Our vision: stacks beat suites 14 Modern digital experiences rely on modular, best-of-breed stacks to drive faster results Suites Stacks vs. Marketing Cloud Monoliths #CTFwebinar
15. Modernizing your content operations drives business results 15 Faster launches Free content from silos, reuse it across sites & channels (+devs love it) Better SEO & CX increase traffic and engagement Increased relevance improves revenue and retention… TELUS! Speedier sites & apps Higher conversion rates
16. 16 TELUS Case Study 3 keys to mastering personalization: Combining people, process, and a modern tech stack to optimize digital customer experiences Sonia Kapur Personalization Strategist TELUS #CTFwebinar
17. 17 First, some context… #CTFwebinar
18. 100 year-old Canadian telecom company #1 in customer service <1% Churn rate, lowest in industry #CTFwebinar
19. 19 #CTFwebinar
20. #CTFwebinar
22. 1.5 x 93% Rate us 4 or 5 stars in mobile app stores Times less likely to call in than web users Of registered customers use web instead of app 50%
23. Control Test vs. 4.9% conversion rate 7x Better than our best banner
24. 24 Platforms People Process Specialist Skills:Measurement experts, data scientists, channel experts Strategic Partnerships: Active agency collaboration with specific key capabilities strategically insourced Agile team: Focused on testing with a fast fail culture Actionable measurement: sophisticated KPIs linked to business outcomes Integrated & Automated: Enterprise-level technical solutions support culture of innovation. Connected Data: 1P and 3P data used to inform content and audiences
25. Platforms #CTFwebinar
30. 30 • • • • • •
33. People #CTFwebinar
39. • • • •
43. Process #CTFwebinar
45. 45 Platforms People Process Specialist Skills:Measurement experts, data scientists, channel experts Strategic Partnerships: Active agency collaboration with specific key capabilities strategically insourced Agile team: Focused on testing with a fast fail culture Actionable measurement: sophisticated KPIs linked to business outcomes Integrated & Automated: Enterprise-level technical solutions support culture of innovation. Connected Data: 1P and 3P data used to inform content and audiences
46. Audience Q&A Please type your questions into the Q&A box 46 #CTFwebinar Today’s host: Guest speakers: Sonia Kapur Personalization Strategist, TELUS /in/sonia-kapur Anne Booth Content Manager, Personalization & Analytics, TELUS /in/anne-booth Bilal Khan Senior Program Manager, Data & Analytics, TELUS /in/mrbilalkhan Paul Biggs Director of Product Marketing, Contentful @BiggsP
47. Thank you! Keep an eye on your inbox for the slides and video