TeamSite has capabilities that we would have been challenged to replicate in other solutions.
Powerful integration, advanced personalization
RCI was already a satisfied OpenText TeamSite customer, having leveraged the solution for more than eight years. Seeking a content management, publishing and personalization solution for its membership site, RCI compared the TeamSite capabilities with those of other market-leading tools. Reassured by the TeamSite powerful integration capabilities, RCI decided to take advantage of the solution’s more advanced features.
“TeamSite not only provides a very strong base for managing, archiving, authoring and all the things you might need for compliance and corporate governance, it also integrates well with our downstream applications,” said O’Connor. “It has capabilities that we would have been challenged to replicate in other solutions.”
The company also decided to adopt LiveSite to take advantage of the publishing solution’s advanced targeting and personalization capabilities. OpenText partner and TeamSite experts, Klish Group implemented the solution. “We met with a few different firms and could see that Klish Group had the expertise and enthusiasm needed to make our project a success,” said O’Connor. Klish Group also provided author training for the eight members of O’Connor’s marketing and ecommerce team.
The entire project lasted around 18 months, during which time RCI launched an entirely new website, which is made up of 90 individual sites containing more than 18,000 pages in 15 languages. During that period, 500 pieces of destination content were migrated from RCI’s Endless Vacation magazine to each of the site’s locales.
Rapid content creation with reusable components
Today, RCI’s global team of eight uses TeamSite and LiveSite from the RCI offices in Singapore, Mexico City, Cork, Ireland, Kettering, UK and other RCI offices around the world. They manage a total of 18,000 pages—everything except the transactional pages, such as the website’s payment page.
TeamSite empowers the team to create between 100 and 200 pieces of content each week. The pages are built from more than 40 reusable components that are assembled into 20 SitePublisher templates and exposed through the TeamSite easy-to-use WYSIWYG authoring interface.
“Seven of our reusable components use display rules that allow us to target what we display,” said O’Connor. “These include header navigation, menus, footers, offers, carousels, promotions and articles that show personalized content based on more than 16 user profile attributes. Other rule-based components integrate with third-party services to provide members with relevant information, such as product reviews, weather, maps and travel services.”
Personalized components also expose member-specific content, including account balances, held reservations and resort recommendations by integrating with the RCI web services layer.
Meeting members’ needs
RCI offers its members a tiered membership model, the highest of which is RCI Platinum Membership. Membership tier is one of the 16 core attributes that RCI uses for targeting content. These core attributes, which also include locale, allow RCI to expose or hide functionality on its website according to an individual member’s needs. “LiveSite allows us to show different content to different members depending on their membership tier, as well as other critical attributes of their membership,” said O’Connor.
Additional attributes, which RCI refers to as extended attributes, ensure that members are seeing the right type of content at the right time. O’Connor’s team works with the company’s business lines to define member segments and roll out new attributes, which are stored in their marketing data warehouse.
O’Connor explained how LiveSite uses these extended attributes to automatically provide members with the content and support they need: “We know where new members are in their vacation planning lifecycle. Member attributes help us determine if a member needs additional support and, if they do, LiveSite ensures chat, FAQ and other support tools are displayed prominently on the page.”
The web channel is now more than just a piece of the integrated marketing effort; it helps RCI track the effectiveness of campaigns. To do this, RCI’s marketing team publishes relevant marketing attributes and segmentation attributes within campaign landing pages rendered through LiveSite. Analytics and metrics drawn from these pages help provide end-to-end tracking for campaigns.
Integration with JSP
RCI uses the LiveSite tag library to include relevant features and functionality within the website’s transactional Java Server Pages. This ensures the transaction funnels have the same appearance—the same headers, menus, personalization, footers and other content—as the parts of the site wholly controlled and managed through LiveSite.
“The JSP pages managed by IT coexist with the LiveSite components.” explained O’Connor. “The business can manage content and target members within IT-owned transactional pages.”