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TURN YOUR DRUPAL INTO A DIGITAL EXPERIENCE PLATFORM (DXP)

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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

Published in: Software
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TURN YOUR DRUPAL INTO A DIGITAL EXPERIENCE PLATFORM (DXP)

  1. 1. Turn your Drupal into a DXP to stay relevant Dominique De Cooman
  2. 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. 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. 4. The digital roadmap
  5. 5. 5
  6. 6. 6
  7. 7. What is a DXP?
  8. 8. Is it just branding for selling websites? 8 Website CMS DXP
  9. 9. The difference between CMS and DXP?
  10. 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. 11
  12. 12. 12
  13. 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. 14
  15. 15. Why invest in experience?
  16. 16. 16 How do you measure the value of your CX investment? Gartner (May 2018)
  17. 17. 17 ROI CX in different domains % of respondents Gartner (May 2018)
  18. 18. 18 The value of ambassadors Gartner (May 2018)
  19. 19. 19 The impact of customer experience on your organization's value
  20. 20. ROX = Return On eXperience
  21. 21. 21
  22. 22. 22
  23. 23. WHY CUSTOMER EXPERIENCE ROX? 23
  24. 24. Drupal as a DXP?
  25. 25. 25
  26. 26. 26
  27. 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. 28 From website to DXP
  29. 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. 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. 31. Implications for your business?
  32. 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. 33. What to look for in a partner?
  34. 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. 35. Implications for your developers & marketers?
  36. 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. 37. How to become a part of this?
  38. 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. 39. 5 steps from CMS to DXP
  40. 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. 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. 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. 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. 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. 45. Digital agency, Drupal Integrator & Open Digital Experience Platform 70 digital talents
  46. 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. 47. Conclusion
  48. 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. 49. Thank you! Questions? @dominiquedc https://www.linkedin.com/in/dominiquedecooman/ www.dropsolid.com 49

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