Sitecore XP enables you to organise and structure ongoing conversations across a number of channels with an intuitive drag-and-drop interface. Its Marketing Control Panel lets you set up Engagement Plans in which you identify the conditions under which an action will be triggered and which visitors will be targeted. This allows you to manage specific parts of your online conversation with your customers.
Sitecore XP remembers the last interaction you had with a customer and enables you to pick up that conversation right where it left off—no matter which channel or device your customer switches to next—maintaining continuity across multiple channels. You can monitor web visitor behaviour and define actions that take place if visitors click on a specific page or fill out a form—whatever goal you define for the automation.
Then, Sitecore XP enables you to enrich visitors’ web experience by creating personalised content for them or enrolling them in an engagement plan that interacts with them in predefined ways. For example, you may elect to configure an action (an emai l with details on special offers) for a specific audience that completes a form to download a white paper about the product associated with the special offer.
Most useful is that, as actions and automated interactions take place, Sitecore XP (through its Sitecore® Experience Database™) adds to the customer profile data it collects, which makes each subsequent step of the conversation that much more relevant. It even connects data coming from unknown visitors to data about 'known' prospects once the visitor provides contact details—so that anonymous and known data is combined into one profile.
Sitecore was considered to be the most flexible, scalable and robust CMS to implement an engagement platform. The tools presented and the possibilities to modify features and functions, as well as the openness to third-party integrations, were key for choosing Sitecore.
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