Chapter 1 The Customer is in Control
Welcome to the Era of the Connected Customer
The Future
Trust as the New Currency
How Relevant are You to Your Customers?
Data is the glue
The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer
Chapter 2 The New Marketing Mandate
Key Initiatives
Don’t Boil the Ocean
Agile Approach for Marketing
Investing Where It’s Needed
Breaking through the Biggest Barriers to Marketing Success
Chapter 3 Measuring Customer Experience Maturity
To be Successful it takes People, Process and Technology
The Sitecore Customer Experience Maturity Model
The Three Phases in the Customer Experience Maturity Model
Stages in the Customer Experience Maturity Model
Mapping to capabilities
Crawl, Walk, Run, Fly!
Next Steps: How Mature is Your Organization?
Chapter 4 How Does Your Organization Compare?
The Time for Change is Now
The Biggest Barrier to Marketing Maturity
How Do You Compare to Your Industry?
How Are We Measuring Success?
How Does Your Top Level Management Compare for Involvement With Digital Strategy?
How Do You Compare for Optimizing for Mobile Devices?
How Do You Compare Using Segmented Email Campaigns?
How Do You Compare in Using Testing To Optimize Customer Experience?
How Do You Compare Using Is Personalization to be More Relevant??
How Do You Compare Using Behavioral Targeting To Adapt To Visitor Browsing?
How Do You Compare to Organizations Using Marketing Automation?
How Do You Compare to those Having A Single View Of Customer Across Online And Offline Touch Points?
How Do You Compare Using Predictive Analytics to Steer Content Targeting for Specific Customers?
Mapping People, Process and Technology to the Customer Experience Maturity Model
Where are Organizations Investing?
What Must You Do?
Chapter 5 Making It Happen!
What Barriers are Preventing You from Maturing?
Steps to Successfully Improve Marketing
Common Barriers to Increasing Maturity and How to Break Through
Chapter 6 Stages 1 – Initiate and 2 – Radiate
The Initiate and Radiate Stages
Case Story: Tivoli
Case Story: Chester Zoo
Marketing is Under Attack on Two Fronts
A Process for Identifying Critical Content
Breaking the Barriers
Moving to a Higher Level of Marketing
Knowing You Have Arrived
Chapter 7 Stage 3 – Align
The Align Stage
Case Story – Zildjian, Cymbal Makers to the World
Benefits of Aligning
What You Need to Do to Align
What You Need to Do to Measure Impact and Alignment
What You Need to Do with Experience Analytics
Additional Ways to Increase Alignment
Breaking Barriers
Moving to a Higher Level of Marketing
Knowing You Have Arrived
Chapter 8 Stage 4 – Optimize
Optimize
Benefits
What You Need To Do
Barriers
Moving to a Higher Level of Marketing
How Do You Know You Are There?
Chapter 9 Stage 5 – Nurture: Cross-channel Nurturing
CXMM Graphic
The Nurture Stage
Case Story – LEO Pharma
Benefits of Nurturing
What You Need to Do to Nurture Customers
Breaking Barriers
Moving To a Higher Level
How Long Will It Take?
How Do You Know When You Are There?
Chapter 10 Stage 6 – Engage: Attaining a Single View of the Customer
The Engage Stage
Case Story – AustralianSuper
Benefits of Engage – The Single View of the Customer
What You Need To Do
Creating a Single View of Your Customer
Breaking Barriers
Moving to the Higher Level of Engage
How Do You Know You are There?
Chapter 11 Stage 7 – Lifetime Customers
Stage 7: Lifetime Customers
The Lifetime Customer Stage
Amazon, An Example of Stage 7 Maturity
Benefits of Lifetime Customers
What You Need to Do to Capture Lifetime Customers
Breaking Barriers
Maintaining Lifetime Customers
How Do You Know You Are There
Chapter 12 Growing Your Organization and Roles
To Win You Need the Best Resources
Roles You Need On Your Team
Emerging Roles
Organizational Structure
The Innovation team
Chapter 13 Selling to the Board
Selling to the Board
Realizing There is a Gap
The Undercover Approach
The Journey Towards Connected Customer Experiences
Author BiosLars Birkholm Petersen
Ron Person
Christopher Nash
AcknowledgmentsSpecial Acknowledgement for Case Stories
AppendixAbout Sitecore
About Sitecore Business Optimization Services