multi channel web strategy- seven trends you need to know
DESCRIPTION
Perficient's Michael Porter recently teamed with Forrester's Stephen Powers to discuss seven key trends we are seeing on customer facing sites. It's not just about managing content anymore. It's about customer experience management (CXM) via a variety of different channels that include mobile and social.TRANSCRIPT
Rethinking Your Multi-channel Customer Web Strategy: Seven Trends You Need to Know.
With special guest…
About Perficient
Perficient is a leading information technology consulting firm serving
clients throughout North America.
We help clients implement business-driven technology solutions that
integrate business processes, improve worker productivity, increase
customer loyalty and create a more agile enterprise to better
respond to new business opportunities.
Your Presenters
Stephen Powers is a Principal Analyst with Forrester Research serving content and collaboration professionals. Stephen is a leading expert on multiple aspects of enterprise content management including web content management and digital asset management. Stephen helps Forrester clients build content management systems to implement information management strategies and improve customer experiences.
Michael Porter is Principal of Perficient’s national Portals and Collaboration practice. Michael leverages his more than 15 years of experience and expertise with different portal solutions and complementary technologies to develop and evolve Perficient's portal offerings. He supports Perficient's sales and marketing organizations through the creation of industry-leading services that help clients understand their enterprise portal.
© 2011 Forrester Research, Inc. Reproduction Prohibited4
CONTENT
Customer experience management is about more than managing content
CONTENT
CR
EA
TIO
N
CO
NT
EX
T
CO
NS
IST
EN
CY
CO
MM
UN
ITY
CH
AN
NE
L
CO
NS
UM
ER
© 2011 Forrester Research, Inc. Reproduction Prohibited5
It’s about more than just a single channel
Web Mobile Email
Print Emerging channelsKiosks
© 2011 Forrester Research, Inc. Reproduction Prohibited6
Don’t fall into the trap of herding contentIt’s about more than just management
© 2011 Forrester Research, Inc. Reproduction Prohibited7
It’s about extracting business value
© 2011 Forrester Research, Inc. Reproduction Prohibited8
A set of solutions which enable the management and delivery of dynamic, targeted, consistent content, offers, products, and service interactions across digitally enabled consumer touchpoints.
Customer Experience Management (CXM)
© 2011 Forrester Research, Inc. Reproduction Prohibited9July 13, 2011 “The Forrester Wave™: Web Content Management For Online Customer Experience”
A variety of components comprise CXM solutions
© 2011 Forrester Research, Inc. Reproduction Prohibited10 © 2009 Forrester Research, Inc. Reproduction Prohibited
The Seven Trends
© 2011 Forrester Research, Inc. Reproduction Prohibited11
Trend #1: Process, deliver, measure
Process
• WCM
• Portal
• DAM
• CRM
• Content authoring
tools
• eCommerce
• Desktop
publishing
Deliver
• Search
• Personalization
• Recommendations
engines
• Campaign
management
• Customer service
interaction
management
solutions
Measure
• A/B testing
• Multivariate testing
• Web analytics tools
• Social analytics
© 2011 Forrester Research, Inc. Reproduction Prohibited12
Trend #2: Business-oriented experience management
Business oriented management functionality
includes:
In-context content editing.
In-context presentation editing, including
drag-and-drop placement of components,
rich media, and RIAs.
Content targeting and segmentation
management.
Campaign management.
Globalization and localization.
© 2011 Forrester Research, Inc. Reproduction Prohibited13
Trend #3: Social comes of age
Channel InteractionMeasuring
engagement
© 2011 Forrester Research, Inc. Reproduction Prohibited14
• Increased customer
expectations
• Increased internet bandwidth
• Decreased creation costs
Trend #4: Rich media management
Source: Flickr (http://www.flickr.com/photos/paultraf/603176484/)
© 2011 Forrester Research, Inc. Reproduction Prohibited15
Trend #4: Rich media management
• Many organizations which previously haven’t
managed rich media assets are taking a
second look.
• But the “Digital Asset Management” has
different definitions, depending on which
vendor you speak with.
• Video is driving interest in rich media
management.
• DAM will revert to its original definition (for
media and publishing), while newer rich media
management products will converge with
CXM.
© 2011 Forrester Research, Inc. Reproduction Prohibited16
Trend #5: Multichannel content management
?
Content
© 2011 Forrester Research, Inc. Reproduction Prohibited17
Trend #6: Content targeting comes of age
© 2011 Forrester Research, Inc. Reproduction Prohibited18
WCM
Search
Mobile
AB and multivariate
testing
Document output
management
Portal
DAM
eCommerce
Analytics
Email campaign
management
CRM
Social tools
Content targeting
Trend #7: The myth of the single CXM suite
© 2011 Forrester Research, Inc. Reproduction Prohibited19
Conclusion and recommendations
To address the trends in CXM, make sure to:
Align – and organize – your core stakeholders.
Assess your maturity against the technologies in the
“Process/Deliver/Measure” framework.
Inventory your technology and perform a gap analysis.
Prioritize!
Source technology and connect the dots strategically.
Q & A
Contact:
Michael Porter
Principal, Portals and Collaboration
or
Daily unique content about content management, user experience, portals and other enterprise information technology solutions across a variety of industries.
Follow Perficient Online
Perficient.com/SocialMedia
Twitter.com/Perficient Facebook.com/Perficient