omnichannel content strategy: a maturity model
TRANSCRIPT
HenkWesterhof
Oktober8,2015
OnthewaytoexcellentcustomerexperiencesOurvisiononomnichannelcontentstrategy
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Informaatisadesignandconsultancyagencyfordigitalproductsandservices.WesupportorganizaDonsinthedevelopmentandimplementaDonoftheirdigitalstrategy.WeworkfororganizaDonsthatwanttotaketheircustomerexperiencetothenextlevel.
OurevoluDontowardscustomerexperience(CX) 3
Fysieke ergonomie
User interface designInteraction design
User experience design
Cognitieve ergonomie
Customer experience
Physicalergonomics
Cogni4veergonomics
Conceptualmodelforexcellentcustomerexperience 4
Excellentcustomerexperience
Customerexperienceexcellence
Marketin
gBrand
ServicesProd
ucts
Technology
Culture
StaffBusin
ess
Cust
omer
insig
htProcesses
Conceptualmodelforexcellentcustomerexperience 5
ExcellentcustomerexperienceCustomerexperience
excellence
Marketin
gBrand
ServicesProd
ucts
Technology
Culture
StaffBusin
essCu
stom
er in
sightProcesses
• Relevant
• ANracDve
• Useful
• Credible
Ze deelt haar ervaringen via social media
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BasedonascenariobyKevinP.Nichols,contentstrategist.kevinnichols.com
Ze deelt haar ervaringen via social media
Exampleofanomnichannelscenario
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Design in context of the (needs, expectations, and
objectives of the) customer
There is ‘state persistency’ during the customer journey
The omnichannel customer experience is designed for an ecosystem of related physical and digital channels, with customer journeys for various personas.
There is continuity in both the customer experience, as in content and interaction
UniquecharacterisDcsofomnichannelcustomerexperience
Ze deelt haar ervaringen via social media
8Customerjourney
Ze deelt haar ervaringen via social media
Discover Decide Use
Comparisontool Packaging EmailBuybuNon Socialmediachannels
+!! … +/- +
content conceptpurpose
type
topic
messagescontent concept
content concept
hNp://www.designcontentconf.com/2015/09/mapping-content-to-customer-journeys/
TheobjecDveofomnichannelcontentstrategy 9
Therightcontent
intherightformat
attherightmoment
intherightchannel
withtherightexperience
fortherightcustomer
}=PersonalisaDon
Objec4ve:Istheomnichannelstrategyresponseadequateregardingtheexcellentcustomerexperiencechallenges?
Omnichannelcontentstrategy:amaturitymodel
Structure: threelayers
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Contentandcontentmanagementforjustonechannel.Basiccontentmanagement.=Singlechannel
Contentorganizedperchannel,noorlimitedoverallcontentmanagement.=MulDchannel
Contentmanagementforoneormorechannels,notintegralforallchannels.=Crosschannel
Contentforallchannels,opDmalcontentmanagement.=Omnichannel
Eachlayercontainsfacets,assessedata4-pointscale
Adequateorganiza4on
Underlyingarchitecture
Content
Maturitymodel 11
Content
ContentcompletelyreflectstheorganizaDon.Customerresearchisnon-existent.
Contentismostlyinternallyoriented.Customerresearchonanad-hocbasis.
Contentismixofcustomer-andorganizaDon-oriented.Customerresearchisregular.
Contentforallchannelsiscustomer-oriented.CustomerresearchissystemaDc.
• Use
• Consistency
• Accessibility
• Usability
• Relevance
Doesthecontentfitallchannelsandtargetaudiences?
Maturitymodel 12
Underlyingarchitecture
Contentmodelsarenon-existent.Contentiscreatedwithoutanykindofstructure.
Therearecontentmodelsforoneormorechannels.Contentforchannelsisunstructured.
TherearecontentmodelsformulDplechannels.Notallchannelsareclearlystructuredyet.
Therearecontentmodelsforallchannels.Allcontentisstructuredaccordingtothesemodels.
• SeparaDonofformandcontent
• Metadatamodel
• Future-proof
• Contentmodel
DoestheunderlyingarchitecturefitallomnichannelapplicaDons?
Maturitymodel 13
AdequateorganizaDon
Therearenocustomerjourneys.
Customerjourneyarecreatedonanad-hocbasis.
Customerjourneysarecreatedforalldigitalchannels,notyetforallchannels.
Omnichannelisseenasasingleecosystemwithcustomerjourneys.
• LevelofintegraDon
• TeamcomposiDon
• PerspecDves
• Methods
IsthecontentmanagementorganizaDonsuitableforomnichannelcustomerexperiences?
• KPIawareness
• Designapproach
Maturitymodel:outcome 14
architecture organizaDon
Whentousethematuritymodel? 15
Understand Analyze Plan Design Implement Maintain
OrganizaDonalgoals,mission,vision
CXgoals
Omnichannelgoals
Maturitymodel Contenttrack
Architecturetrack
OrganizaDontrack
TechnologytrackPlanning
Matchingfindingsongoals
Conclusion
An omnichannel content strategy is a necessary requirement for an excellent customer experience.
Maturity model:
• Simplifies the complexity of omnichannel content strategy
• Can be used as a powerful instrument for analysis
• Positions omnichannel content strategy in the design process
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JacobvanLenneplaan573743APBaarn(NL)
@informaat
CreaDve.SystemaDc.Sustainable.