Move to a personalised digital experience with Drupal in just 5 steps. 32% of all customers walk away from a brand they love after one bad experience. Digital experiences are essential for every business or organization. Making your digital platforms more personal and relevant will result in more leads, more happy and loyal clients and it contributes to a higher revenue. In this webinar you will learn: - the importance of digital experiences - what a DXP is and how this differs from a CMS - 5 steps to turn Drupal into a DXP Dominique De Cooman

1. Turn your Drupal
into a DXP to stay
relevant
Dominique De Cooman

2. Hi, I’m Dominique.
CEO & Founder Dropsolid
DROPSOLID - THE DIGITAL EXPERIENCE COMPANY
✔ Software engineer
✔ Drupal Open Source community (+13j)
✔ Startup/Scale up community (SaaS/PaaS)
Interests : Technology - Digital Experience - Strategy

3. What this webinar is about
3
• Drupal as a CMS is not enough anymore
• Get to know your customers
• Move from CMS to DXP if you want to stay
relevant and deliver ROX

4. The digital roadmap

5. 5

6. 6

7. What is a DXP?

8. Is it just branding for selling websites?
8
Website
CMS
DXP

9. The difference between
CMS and DXP?

10. The Difference between CMS and DXP
10
• The focus is on the experience
• Personalisation, omnichannel, analytics,
user experience, are key concepts:
“Know the Customer is key”
• Decrease marginal costs and increase
scalability with cloud, AI en integrations.

11. 11

12. 12

13. 13
IAM
EXPERIENCE
LAYER
AUTHENTICATION
& SERVICE
LAYER
BUSINESS LOGIC
LAYER
Multisite Shop App
Screen Voice ?
DRUPAL as DXP
SSO ESB
ERP CRM PIM DAM

14. 14

15. Why invest in experience?

16. 16
How do you measure the value of your CX investment?
Gartner (May 2018)

17. 17
ROI CX in different domains
% of respondents
Gartner (May 2018)

18. 18
The value of ambassadors
Gartner (May 2018)

19. 19
The impact of customer experience on your
organization's value

20. ROX = Return On eXperience

21. 21

22. 22

23. WHY CUSTOMER EXPERIENCE ROX?
23

24. Drupal as a DXP?

25. 25

26. 26

27. IMPROVED CUSTOMER EXPERIENCE BY SMART
EMBEDDING OF MACHINE LEARNING
Accuracy search-results improved from 55% to 91% after 2 weeks effort
Drastically lowered support calls
Embedding of Machine learning where
best practices reached their limits

28. 28
From website to DXP

29. 3 clicks to reach the right product info for any visitor from any channel
4-dimensionale content distribution, made simple!
multi market (worldwide)
multi screen (pc, phone/tablet and in-store display)
multi language (30+)
multi verticals (Pro & DIY)
OPTIMAL EXPERIENCE FOR CREATION &
CONSUMPTION OF CONTENT

30. SEAMLESS INTEGRATION OF OFFLINE AND
ONLINE CUSTOMER EXPERIENCE
Bilingual E-commerce platform with ERP integration
Customer journey with professional advice, personalisation and
realtime in-store meeting management
+300% in-store meetings

31. Implications for
your business?

32. If you focus on the experience you’ll get ROX
32
✓ More time on site, pageviews, conversions
✓ Higher customer lifetime value
✓ Lower acquisition costs
✓ Decreasing marginal costs
✓ A competitive advantage
✓ Know your customers

33. What to look for in a
partner?

34. Implications for agencies? If you move to DXP.
34
Select a complete partner
✓ Strategy
✓ UX/Design
✓ More Integration work
✓ Optimisations
Look for a strategic partner
✓ Who can help to get the competitive advantage
✓ Who can deliver ROX

35. Implications for your
developers & marketers?

36. Working together to deliver ROX
36
✓ Developers and marketers will work closer together
✓ Developers will have focus on building an experience
✓ Marketers & content managers will have more
control and options to build experience combining
user data and content

37. How to become a
part of this?

38. Contributions enabling the community to move to DXP
38
✓ Rocketship > make Drupal easy to install for DXP
✓ Apache Unomi > give Drupal enterprise personalisation capabilities
✓ Mautic paragraph > Out of the box Mautic integration
✓ Coming up: Make Drupal Smart with ML
✓ Talk to Nick Veenhof > https://www.drupal.org/u/nick_vh

39. 5 steps
from CMS to DXP

40. Step 1: deploy touchpoints and content
40
• Get Drupal up and running as a CMS
• Engage with the customer over multiple touchpoints
• Define known customer segments
• Write relevant content to engage these customers
across the customer journey

41. Step 2: capture data using CDP
41
• Connect Drupal with Unomi
• Capture data from different sources
• Collect data from other sources to build rich profiles

42. Step 3: capture Data & build segments
42
• Build high value user segments
on the data in Unomi
• Manually configure customer
segments
• Discover segments them using
machine learning algorithms

43. Step 4: use Data to power the experience
43
• Drupal
✓ Configure journeys based on the
unomi segments
✓ Build content based on the
segments
• Mautic
✓ Deploy campaigns based on
valuable user segments

44. Step 5: analyse the results and improve the experience
44
• Connect you CDP with analytics
✓ Google analytics
✓ Google Data studio
• Analyse performing segments
• Define new segments
• Adjust existing segments
• Write new content based on
insights
• Increase your ROX

45. Digital agency,
Drupal Integrator &
Open Digital Experience
Platform
70 digital talents

46. FROM CMS TO DIGITAL
EXPERIENCE IN ALL
FREEDOM
7+ YEARS ACTIVE
70+ EMPLOYEES
OFFICES IN GHENT
& HASSELT
www.dropsolid.com
Local market - services
Strategy
Design/UX
Drupal implementation
Optimisation
International market - product
Devops & hosting for Drupal
DXP
+Partners
DRUPAL IN OUR
CORE

47. Conclusion

48. Conclusion
48
• Drupal as a CMS is not enough anymore
• Get to know your customers
• Move from CMS to DXP if you want to stay
relevant and deliver ROX

49. Thank you!
Questions?
@dominiquedc
https://www.linkedin.com/in/dominiquedecooman/
www.dropsolid.com
49