How To Build The Sitecore Customer Experience Dream Team With TA Digital

Sept 8, 2017

By Venkata Phani Abburi

How Can You Create a Team Capable of Transforming Any Customer Experience?

Being a Head of Commerce or Digital Marketing Executive means more than just making smart decisions in emergency situations. It also requires that you guide your staff towards the completion of an organizational mission by satisfying clients, and consumers are notoriously fickle. Is your customer experience team prepared to help you meet the demand for clockwork-like efficiency and make engaging with your brand more rewarding?

Your diligent HR staff has undoubtedly hired the best and brightest workers to push your firm to new heights of success. Sadly, this doesn’t mean that your customer experience management team won’t face unprecedented challenges. Whether you’re in the process of head-hunting skilled players or trying to make the most of the resources you have at hand, these tips are vital to your progress.

Defining Your Purpose: Customer Experience Essentials

There are a few critical concepts that you might benefit from pondering as you’re building, structuring and maintaining your Sitecore team:

  • Which of my workforce members are key players?
  • Which skill sets do I need to cultivate, and when will I need to leverage them?
  • As the project and company grow, how should the team scale in response?
  • When managing the group, what best practices do I want to implement?
  • How will the team’s structure reflect our corporate culture?

There are many valid answers to each of these questions. Fortunately, you can learn by example. Here are some of our top tips on using Sitecore and similar platforms to build a more productive platform for your team.

Beginning With a Foundation

Even if you’re following a template, your approach to team building will be unique. Some key stages that you’ll encounter if you adhere to Sitecore’s CXMM, or Customer Experience Maturity Model, include

  • Ensuring that customer experience methodologies align with organizational goals,
  • Aggregating and analyzing data to create a uniform customer image, and
  • Providing relevant customer experiences in real time.

Sitecore CXMM broadly divides experience transformation into three phases: Attract, Convert and Advocate. As your program matures, you’ll engage in a host of other activities that relate to these areas.


In the early stages of your experience transformation, your main goal is to entice visitors. Optimization and relevance improvements come later.

When you’re just getting started, you don’t have to do anything overly fancy. For instance, building static sites, starting email campaigns and integrating simple analytics are all proven means of kicking things off. From there, you can expand to other channels and begin to harmonize your overarching objectives with your immediate digital benchmarks and goals.


Now that you’ve garnered some attention, it’s time to capitalize on it by achieving key digital objectives that contribute to your long-term business success.

Conversion is all about optimization and nurturing. It’s the stage where you’ll implement testing, ramp up your intelligence-gathering practices and optimize content to enhance the customer experience independently of engagement channels.


You’ve gained a few fans. Why not put them to work for your brand by leveraging the insights that you’ve acquired across different teams, channels, and touchpoints?

Intelligently targeted advocacy creates lifetime customers who give you a critical leg up on your competitors. Engage people more effectively by correlating and organizing your multichannel data to construct a single-view customer model.

Connecting the Roadmap to Sitecore Team Planning

How does the Attract, Convert, Advocate model relate to your Sitecore team-building activities? Simply considering the different tasks of each stage can greatly inform your HR and management decision-making processes.

Which skills will you find useful at various phases? Whether you hire permanent new staff, rely on your current experienced workforce or partner with a seasoned provider like TA Digital, you’ll want your team to have the following members at each step of the journey.


  • Executive Sponsors advocate for you so that your group can obtain resources, receive inspired leadership and ensure that other departments cooperate.
  • Customer Experience Leaders bear the weighty responsibility of managing the program as a whole.
  • Content Marketers bring audiences on rewarding journeys through asset creation and cross-channel experience flows.
  • Digital Strategists ensure that your customer experience strategy reflects your organizational objectives.
  • Marketing Technologists guarantee that your advertising activities are properly executed via your chosen technologies.
  • Digital Analysts help you understand the customer journey. By examining channels, segments and campaigns, they empower leaders to make more informed decisions.
  • UX Designers work to transform the overall user experience from vague ideas into tangible assets and components.


  • Developers use formal certifications and real-world expertise to implement the program’s technical aspects and oversee their proper function.
  • Data Analysts take experience data aggregation to its logical conclusion. They implement predictive modeling, attribution and in-depth analysis to help you identify the most optimal paths for conversion.
  • Experience Architects map customer journeys and plan their ideal progressions by building experience plans, devising CTAs and identifying critical digital goals.


  • Customer Service Managers nurture lifelong supporters by overseeing interactions after sales and during inquiries across all channels.
  • Channel Managers work to optimize the overall customer experience. They concentrate on engaging targeted segments by devising campaigns and tactics to keep consumers interested.
  • E-commerce and Merchandising Leaders heighten consumer lifetime value by quantifying the mechanisms of purchases and abandonment actions.

Bringing the Components Together

Gathering the right team members is only the first step. You also have to ensure that they work together seamlessly. It’s up to you to cultivate a more cohesive corporate culture and adopt management strategies that keep people and goals connected across disciplines and projects.

Your choice of structure may vary. For instance, many startups work with independent teams that each handle their own specializations and report to a shared management department. As they scale, however, they face the need to centralize their organizations and maintain more unified customer experience systems.

Your firm might end up using a hybridized tactic that leverages a shared oversight department or service center. This approach lets individual teams handle the specifics as they see fit and still adhere to organizational best practices. By including a dedicated Center of Excellence, or CoE, in your structure, you’ll find it easier to capitalize on in-demand resources and high-impact skills, such as those offered by Digital Analysts, Experience Architects and Chief Digital Officers.

The Dynamics of Growth

If your customer experience endeavors are at all successful, then you’ll eventually have to scale them up. Such forward progress could tax your planning and execution capabilities if you don’t remember to launch

  • A steering committee composed of skilled executives who decide how the customer experience program should grow to align with changing business goals,
  • Agile program management processes that let you refine the way your team works as you face new challenges and evolve,
  • Organizational and HR development phases that anticipate your execution timeline so that hiring, onboarding, training, and evaluation never fall behind your need for skilled staff, and
  • Governance that helps you find a foothold in new geographic territories and business arenas by implementing KPIs, evaluation practices, backlog prioritization and performance standards.

Putting Your Team to Work

When you use Sitecore or other tools to refine your customer experiences, it’s critical to keep yourself honest. From creating a formal strategy that you can realistically follow to defining metrics, you should build your transformation on a solid framework that maintains your accountability.

Shifting your thought patterns might be difficult regardless of your current size or capabilities. Companies without prior experience often get overwhelmed by such undertakings. Those with established practices often discover that adapting and learning new habits are easier said than done. How can you position yourself to succeed?

Tackle your upcoming customer experience transformation with grace.

Empower your organization to master customer experience transformation. By augmenting your workforce with our skills, you can achieve things you never thought possible and generate the metrics that prove your quest for betterment is worthwhile. Talk to a TA Digital consultant about charting a Sitecore roadmap that works for you.

Explore Additional Resources

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Our Certified Sitecore Experience Platform and Sitecore MVP’s specialize in helping you deliver seamless contextually personalized customer experiences.


Over the past 19 years, we have completed thousands of digital projects globally. We have one of the largest and deepest multi-solutions digital consulting teams in the world. Our proprietary processes and years of Digital Experience expertise have earned us a 97% customer satisfaction rating with our clients ranging from Global Fortune 1000 to Mid-Market Enterprises, leading educational institutions, and Non-Profits.

About TA Digital

TA Digital is an innovative digital transformation agency, specializing in delivering digital experience, commerce, and marketing solutions. For nearly two decades, we have been helping traditional businesses transform and create dynamic digital cultures through disruptive strategies and agile deployment of innovative solutions. We are known as a global leader in the digital technology industry for helping marketing leaders achieve their revenue targets, create profitable, omni-channel customer and commerce experiences. TA Digital has high-level strategic partnerships with digital technology companies AdobeMicrosoftSitecoreAcquiaMarketoSAP HybrisElastic Path, and Episerver. The company was named on 2013, 2014, 2015 Inc. 5000 list as one of the fastest-growing technology companies in the United States.