Whether you prefer to focus your customer experience strategy on the “all” of “omnichannel” or the “more-than-one” of “multichannel”, you have a lot digital, physical, organizational, and operational decisions to deal with. Whatever your terminology preference, below are four relevant sessions with ten presentations at the upcoming Gilbane Conference that will provide you with plenty to think about.

C2. Making Omni-channel Work

“Omni-channel” is a succinct way to refer to the core problem of marketing transformation since it is typically used to include digital and non-digital channels as well as all their related support systems. Used in this way the term represents an ideal that may not often be attainable, but that is no reason it should not be a target to strive for. What does this mean in the real world? In this session our three presenters will look at: what is being done at an organization on the path to omni-channel, some common early mistakes organizations make when planning for omni-channel, and some ideas and strategies for dealing with the growing impact of connected devices.

Wednesday, December, 2: 2:40 p.m. – 3:50 p.m.
Moderator: Melissa Webster, Program VP, Content & Digital Media Technologies, IDC
Speakers:
Kevin Novak, CEO and Founder, 2040 Digital
Moving to Customer Centricity in the Omni-Channel
Jake DiMare, Digital Strategist, Agency Oasis
Successfully planning for Digital Transformation
Loni Stark, Senior Director of Strategy and Product Marketing, Digital Marketing Business, Adobe
Connected Experiences: From websites to wearables to wherever

C3. Holistic Customer Experiences Require Fundamental Change

As we say in this year’s conference description, “A modern customer experience must be holistic and seamless. Holistic in that customer communications be consistent within the company and across all touch points and channels, and seamless so that transitions between customer interactions are smooth and frictionless. This is a continuous process that requires an unprecedented amount of collaboration and integration between internal and external facing organizations and systems.” In this session two industry analysts look deeper into the fundamental changes required in the supply chain and internal business systems.

Wednesday, December, 2: 4:00 p.m. – 5:00 p.m.
Moderator: Jeff Cram, Chief Strategy Officer and Co-founder, Connective DX
Speakers:
Matt Mullen, Senior Analyst, Social Business, 451 Research
Beyond Engagement and Experience; The Converged Enterprise and the Dynamic Supply Chain
Connie Moore, Senior Vice President Research, Digital Clarity Group
The New Customer Experience Imperative: Moving From Digital Transformation to Business Transformation

T7. Modern Multichannel Strategies

Implementing COPE (Create Once Publish Everywhere) is not easy, but for years organizations have built systems to accomplish or approximate multichannel publishing. Is this still the best approach? Or is there a newer model needed to support the more interactive web and mobile experiences? This session includes lessons-learned from COPE implementations as well as a proposal for an enhanced model of COPE for a modern customer experience.

Thursday, December, 3: 11:40 a.m. – 12:40 p.m.
Moderator: Jake DiMare, Digital Strategist, Agency Oasis
Speakers:
Chris Schagen, CMO, Contentful GmbH
Multi-channel content modeling: Learnings from 3 COPE projects
Andrew Blackmore, Solution Principal, National Customer Engagement, Slalom Consulting
CDSE – An Evolution of COPE for Maturing Brands

T8. How to Plan for Complex Multichannel Projects

Multichannel projects that aren’t complex are already rare, and the complexity is increasing. When planning for such projects it is helpful to look at successful results for repeatable patterns. This is not easy to do if you only have experience with one or two similar projects. All three presentations in this session provide some level of pattern analysis on relevant projects that will allow you to consider a much broader range of scenarios in your own complex project planning.

Thursday, December, 3: 2:00 p.m. – 3:20 p.m.
Moderator: Barb Mosher Zinck, Content & Product Marketer, MarTech Analyst, Publisher, BMZ Content Strategies / Digital Tech Diary
Speakers:
Martin Coady, Managing Director, Technology, VML
Reusability – the Myth and the Reality
In Koo Kim, Senior Vice President, NorthPoint Digital
Patterns of Successful Digital Projects
Jeff Hansen, Content Solutions Lead, SingleStone
Designing a Flexible Content Architecture to Enhance both Customer Experience and Author Experience

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