Automation of processes and optimisation of self-service are key when ensuring dialogue and direct support in moments of need. Freed up resources as a result of efficient self-service can be allocated to supporting customers in difficult situations. Equally, personalised and automated advice is proven to be extremely valuable when timely answers are needed and decisions are to be made. Personalisation - seamless customer experience: is this possible? How do you build consumer confidence to provide data for effective personalisation? In this webinar, Acquia will share advice and best practices on how to leverage knowledge and intelligent advice to provide instant value both for customers and employees. - What consumers feel about personalisation (CX Survey results) - How to understand customer intent across multiple engagement channels - The importance of permission-based data sharing and moving beyond cookie-based data collection - Discuss with CX experts on best practices, challenges, solutions and examples that audience can relate to - Get advice on where to turn for support, how to quickly adopt use cases of intelligent advice, and answers to your questions - Hear about how personalized advice and automated decisions can make a difference for your service model, your customers and employee

1. How To Enhance CX Through
Personalised, Automated Solutions
8 April 2021

2. Digital CX in APAC 4-part series

3. To gain a perspective on these topics through a
global lens, we collected the views of
Australia, France, Germany, Japan, Mexico,
Singapore, the United Kingdom, and the United
States.
About the Survey
8000 consumers
800 marketers

7. Singapore’s shifting digital landscape

8. Every second, 127
new IoT devices are
brought online
— Politico
Are you keeping up with
the proliferation of content
and experiences?

9. ConsumerExperiences in their Buying Journey
Digital touchpoint Manual touchpoint
Search product info
(Google Ads?)
Click into
website via Campaign
(Profiling starts)
How to Choose the
product (Surveys -
Profiling &
Personalised
Contents)
Requesting for sample?
(check on
inventory/profile/logistics)
More research at home
•Visit website, with
personalised contents
Receive
personalized
assistance?
Using mobile device
to view Personalised
contents
Encounter
technical issues
Contact
Center/Services
center
Resolve
problem
Received and click on
personalised emails
and custom offers
Share experiences via
social media /website
captures contents for
new leads nurturing
Product repurchase (timeline
trigger)
- Exclusive to members?
Purchase Post-Purchase
Member Program?
Post Purchase Engagement
• Personalised Events
• Personalised “Lifestyle” contents
• Loyalty points system etc
Go to
shop.examplebrand.com.sg
for purchase
More follow up, engage
with promotions offerings
from Campaigns
Personalised
product info
(Lifestyle matched
product?)
Cross sell / Upsell
•Further engagement on
customer progress
Pre-Purchase

10. Silos Everywhere Lead to Duplication & Disconnect
CONTENT
SILOS
DATA
SILOS
ORG
SILOS

11. Why is it so hard? “I know you’ve got plenty of data
on me – why can’t you do a better
job of servicing my needs?”
“I opted into your email list and website
cookies, but continue to get messages
and offers that aren’t relevant to me.”
“Your call center rep has no clue
that I’m a loyal customer”
“You’re always showing me ads
for things I don’t care about.”

13. Customer Experience Strategy
PERSONALIZATION
STRATEGY
AUTOMATION
STRATEGY
CUSTOMER DATA
STRATEGY

14. KEY INSIGHT 03

17. Be transparent about data
you’re collecting
Make it easy for consumers
to
see that you comply with
data
regulations
Deliver real value in
exchange
for information

18. A Pivotal Moment For Personalization
19%
in sales
Average lift for marketers who are able
to quantify the improvement tied to
personalization.
…of personalization efforts will be
abandoned due to lack of measurable
ROI or the costs and challenges of data
privacy and data ethics.
80%
BY 2025,
…of consumers get frustrated with Web
sites when content appears that has
nothing to do with their interests.
74%
TODAY,
Gartner HubSpot eConsultancy

20. Benefits of personalisation

23. ©2020 Acquia Inc. - Confidential
AWARENESS INTEREST ENGAGEMENT PURCHASE LOYALTY GROWTH
DELIVER RELEVANCE AT EVERY TOUCH POINT
UNIFIED CUSTOMER DATA
WEB
RETAIL
ASSOCIATES
DIGITAL
ADVERTISING
WEARABLES EMAIL CHAT CALL CENTER
POS Event Registration
CRM ESP
Third Party Data
Append
Customer Service Website Behaviors
...Any Other Data
Source

25. Use Machine Learning to Build Impactful Campaigns
MACHINE LEARNING SEGMENTATION
Activate across channels

26. TASK BEFORE ACQUIA CDP WITH ACQUIA CDP
Pull a customer list for direct mail 2 weeks 10 minutes
Execute a Facebook campaign 3 weeks 30 minutes
Execute an email campaign 2-3 weeks 30 minutes
Execute an SMS campaign 1.5 weeks 30 minutes
Selecting data for campaign 2 weeks 30 minutes
Customer service can see details Not possible Refreshes daily
Internal CRM team can access customer profile Not possible Direct access
Run basic counts and audience segment size No direct access Direct access
Send data to multiple 3rd
party suppliers (Print house,
Facebook, etc.) within 30 minutes
Not possible 10 minutes
Build detailed campaign selections in Actions 1 week Direct access
Surface customer barcode number in call center Not possible Daily
Increase Operational Efficiency

27. Customer Data Platforms enable data collection from many source systems (online,
offline, call center, etc..) to power the Analytics and Machine Learning ecosystem
● Data cleansing &
enrichment
● Calculate 400+ metrics
● Predictive Engine
Browse/Search
AdWord
Signups
Carts
Website
CRM
Customers
Loyalty
Mobile
Browse/Search
Carts
App Usage
Email
Send
Open/Clicks
Sub/Unsub
Message Name
POS
Orders
Ship/Returns
Discount
Revenue
Margin
Product/Quantity
400+
Metrics
Sales, product, customer and
marketing
• Sales growth by geo
• Margin trends
• Channel behaviors
• Customer LTV
• New | Lapsed | VIP customers
• Churn by value-segment
• Top products by segment
• Most returned products
• Trending categories
• Product and brand clusters
• LTV by acquisition channel
• Email performance and cross-channel attribution
• Open/click/conversion rates
Predictive & Clustering Model Variants
• Likelihood to engage, convert (1st time), buy
(repeat)
• Predicted LTV
• Cross Sell & Next Sell Product Recommendations
• Behavioral Clusters
• Product Clusters
10

28. Seamless Omnichannel Experience
White goods manufacturer Arcelik turned to Acquia
CDP to marry its disparate data endpoints into a
single customer view.
6x 250m 60m
Deduplicated customer records
24%
Conversion rates on QuickWin
campaigns
Improvement in SMS
conversion

29. Situation
Call centers are a key
customer touchpoint,
generating revenue &
contributing to
customer satisfaction
& retention.
Without a CDP
Call center agents only
have visibility into
previous support calls
and transaction
history.
Brand’s Dilemma
How to give call center
agents the full picture
of the customer, so
they can personalize
the call experience &
reduce churn?
The CDP
Difference
By giving agents the
360 Customer Profile,
agents can tailor the
call, response, and
follow-up to each
individual.
Personalised Call Centre Experiences

30. Situation
Goal: Increase upsell
conversions & improve customer
experience
Before CDP
Agents only had visibility into
purchase history and previous
communication with call center;
could not personalize the
conversation when trying to
upsell
With CDP
Agents use CDPS 360 API
integrated with call script tool;
populates eight fields
Results: 100% increase in
conversion from outbound call
campaigns (from 1% to 2%)
I am calling from BEKO customer service. My name is…
May I speak with Mr. / Mrs. SMITH?
(email: default@default.com, phone: 832-344-3424; address: 345 Boardwalk Dr.,
Springfield, IA)
Mr. / Mrs. SMITH, you completed an online survey on 5/26/19, in which you authorized
us to help you with a REPAIR.
Has the issue been resolved? Are you enjoying your new WHIRLPOOL REFRIGERATOR?
Are you interested in an additional SERVICE PACKAGE?
Personalised Call Centre Experiences

31. Seamless Omnichannel Experience
White goods manufacturer Arcelik turned to Acquia
CDP to marry its disparate data endpoints into a
single customer view.
6x 250m 60m
Deduplicated customer records
24%
Conversion rates on QuickWin
campaigns
Improvement in SMS
conversion

32. US consumers are
willing to spend
17% more with
companies that
deliver excellent
customer service.
Source: American Express Customer Service Barometer

34. Transforming During the Pandemic
Unifying data to build audiences, deliver
personalized content and drive results across both
online and instore
2x
Email open rates
3x
Email click-through rates
621%
Increase in Campaign ROAS

35. Bringing it all together!
● Develop a customer data strategy that helps close the consumer
trust gap through data transparency, compliance and value
exchange
● Understand your customer journeys. Where are the key digital
and manual customer touchpoints?
● Use Crawl, Walk, Run approach to Personalisation can help flatten
the learning curve and deliver value faster
● Personalisation and automation both need a solid customer data
foundation to be effective

36. ACQUIA OPEN DIGITAL EXPERIENCE PLATFORM
DRUPAL CLOUD
Build, design and run sites
and applications
MARKETING CLOUD
Understand, personalize and engage
with customers on any channel
Copyright © 2020 Acquia Inc. All Rights Reserved. Drupal is a registered trademark of Dries Buytaert.

37. Digital CX in APAC 4-part series