Copyright © Open Text Corporation. All rights reserved.
Creating Compelling
Experiences That Resonate
Part 2 in a 3-Part Series on
The Art of the Customer Experience
Host:
Marci Maddox, Senior Director Product Marketing, CEM, OpenText
Guest Speakers:
Stephen Powers, Vice President and Research Director, Forrester Research, Inc.
Nicholas Tran, Social Media Lead, Taco Bell
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Host and Guest Speakers
Stephen Powers
Vice President and
Research Director
Nicholas Tran Social Media Lead
Marci Maddox
Senior Director Product
Marketing, CEM
WEM
RESPONSIVE DESIGN
OMNI-CHANNEL TOUCH POINTS
COMPELLING EXPERIENCES
Considerations for Compelling Experiences
4
• Why is context now king?
• How have production siloes broken down?
• How do you enable marketing and business with
WCM tools?
• What role does cloud play in the digital experience
ecosystem?
© 2012 Forrester Research, Inc. Reproduction Prohibited 7
Why is context now king, as
opposed to content?
© 2012 Forrester Research, Inc. Reproduction Prohibited 8 © 2013 Forrester Research, Inc. Reproduction Prohibited 8
Contextualization is a tailored,
adaptive and sometimes predictive
digital experience.
© 2012 Forrester Research, Inc. Reproduction Prohibited 9
It’s about context, rather than just content
Demographic Historical Situational
Here’s a current example from Taco Bell
© 2012 Forrester Research, Inc. Reproduction Prohibited 11
How have production siloes
broken down in the DX era?
© 2012 Forrester Research, Inc. Reproduction Prohibited 12
Content management functionality is an important base…
Manage
© 2012 Forrester Research, Inc. Reproduction Prohibited 13
But engagement and measurement functionality are the differentiators
© 2012 Forrester Research, Inc. Reproduction Prohibited 14
And organizations increasingly must measure the results
Source: http://theblakeproject.typepad.com/.a/6a00d83451b74a69e2013482cca7d1970c-800wi
Increased conversion rate Better customer service
Better brand consistency Increased production efficiencies
Increased traffic
Silos can be within departments as well
Social Media
Digital Ad and Online
TV & Radio
PR
© 2012 Forrester Research, Inc. Reproduction Prohibited 16
How do you enable marketing
and business with WCM tools?
© 2012 Forrester Research, Inc. Reproduction Prohibited 17 © 2013 Forrester Research, Inc. Reproduction Prohibited 17
Can a single WCM do all of this?
© 2012 Forrester Research, Inc. Reproduction Prohibited 18
WCM
Search
Mobile
AB and multivariate
testing
Document output
management
MRM
DAM
eCommerce
Analytics
Email campaign
management
CRM
Social tools
Content targeting
Marketers need a more integrated system.
© 2012 Forrester Research, Inc. Reproduction Prohibited 19
Point
solution
Suite Platform
Examples • Landing page
tool
• Blogging
platform
• “Mobilizer”
• Dynamic WCM
+ analytics
• eCommerce
• “Interactive
Marketing”
• WCM +
eCommerce +
analytics +
optimization +
integration
Pros • Reduced time
to market
• Inexpensive
• Doesn’t tie up
tech resources
• Value
• Integrated user
experience
• Single vendor
to deal with
• Breadth and
depth of
functionality
• Customization
capabilities
Cons • Limited
scalability
• Limited ability
to customize
• Potentially
disconnected
experience
• Not always
best-of-breed
• Integrations
can be limited
• Cost
• Implementation
time
• Integrations
with third-party
products are
often limited
What categories make up the ecosystem?
© 2012 Forrester Research, Inc. Reproduction Prohibited 20
What role does cloud play in the
digital experience ecosystem?
© 2012 Forrester Research, Inc. Reproduction Prohibited 21
Email campaign management
Search
Mobile
AB and multivariate testing
Document output management
Digital asset management
Marketing and resource
management
DAM
eCommerce
Analytics
Web content management
CRM
Social tools
Content targeting
eDiscovery
Archiving
© 2012 Forrester Research, Inc. Reproduction Prohibited 22
The flavors of cloud
• Infrastructure as a service
• Platform as a service
• Software as a service
© 2012 Forrester Research, Inc. Reproduction Prohibited 23
Recommendations
Be forward thinking; think of how you engage with your customers – both now,
and in the future.
Source solid base WCM functionality, but be sure to pay attention to the
extended and adjacent functionality.
Keep in mind the differentiators: contextual tools, analytics, eCommerce
integration, and testing and optimization.
Don’t just select based on a list of features. Understand what business
outcomes you need and map features to those. This will allow you to eliminate
the flashy nice-to-haves vs. the critical must-haves.
Think about your existing investments and how you will leverage those. Which
vendors will allow you to do so?
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Experience is Everything
www.opentext.com/WEM