The Gilbane Advisor

Curated content for content, computing, and digital experience professionsals

Category: Customer Experience Management – CXM (page 1 of 5)

Digital experience

Digital experience (DX) emerged from work in the 1990s on “experience management” which included customers, employees, suppliers, and other stakeholders. Customer experience (CX) became the primary focus of experience management in the 2000s fueled by the growth of web commerce and other digital marketing channels. Technology suppliers and analysts serving marketing organizations began targeting CX in their products and services with features and their own marketing and branding efforts. In particular many “web content management (WCM) systems” became “customer experience management” (CXM), web experience management” or “web engagement management” systems (both using the WEM acronym). Most of these same products and services were also applicable and already in use for managing other stakeholder experiences, and became “digital experience” (DX) systems or platforms (DXPs), with CX being one component. 

A positive digital experience requires much more than a pretty and fast web page or mobile app. There are other marketing technologies,  internal back-end systems, supply chains, and operational workflows, digital or not, that need to be integrated with to ensure a smooth and informed experience. See Digital Experience is all about integration and agility.

Customer experience

Customer experience (CX) emerged from work in the 1990s on “experience management” which was not limited to “customers” but included employees, suppliers, and other stakeholders. Customers became the primary focus in the 2000s and was fueled by the growth of digital marketing channels. Technology suppliers and analysts serving marketing organizations began targeting CX in their products and services with features and their own marketing and branding efforts. In particular many “web content management (WCM) systems” became “customer experience management” (CXM), web experience management” or “web engagement management” systems (both using the WEM acronym). Most of these same products and services were also applicable and in use for managing other stakeholder experiences, and became “digital experience” (DX) systems or platforms (DXPs), with CX being one component.

Digital Experience is all about integration and agility

Digital Experience” (DX) covers a lot of territory – so much so that discussions about DX technology often result in a consensus that collapses as projects surface incompatible expectations. “Customer Experience” (CX) had a similar problem, getting way out of hand with expectations of “omnichannel”, including brick and mortar. If you’ve been around enterprise software for a while you’ll be familiar with software category labels outgrowing their britches and acting like they can do anything, if you’ll forgive the anthropomorphizing. 

Digital experience is not a single thing that you buy. It is a solution you build with unique collections of products for a specific audience. This is not a walk in the park given the vast number of potentially-relevant components. It can help to keep in mind a few universal laws of enterprise software, and one very relevant piece of history. 

Universal laws of enterprise software

  • Software products never stop growing. Even if there were a cure for feature bloat, ongoing maintenance will add code.
  • Software categories, which are created by a combination software marketers and industry analysts, grow, shrink, and get re-purposed to meet the business needs of their creators, and to accommodate new technologies and industry applications. 
  • Software companies, like all businesses, need continuous growth. That means new products, expanded product capabilities, perhaps a suite, and if possible, a platform play for a bigger piece of the pie.
  • Software needs to be integratable because enterprises have complex data and workflows that all involve software. 
  • Software needs to be agile because even the best software engineers and product managers can’t anticipate all the ways customers will use the software, and neither can their customers. 

A lesson from the past

Before the Web juggernaut progress had been made in building graphical user interfaces for business applications and managing and presenting digital content in increasingly friendly ways. But the solutions were mainly proprietary, which meant multiple user interface learning curves, and complex and costly integrations. The Web, with a much simplified and standardized markup language for content and a way to present it in a browser, soon became the dominant digital experience for both business and personal computing. The Web experience was so simple that the audience for digital content increased dramatically. Brochure-ware and simple intranets blossomed. Then things got complicated. 

The promise of e-commerce and new business models fueled investment fever. But the integrations required between the web publishing and the backend systems necessary to support web commerce (pricing databases, supply chain, logistics, etc.), didn’t exist. Early attempts to build them were custom, complex, and costly, and the results were fragile. The technical challenges were compounded by a lack of domain and integration expertise in dot-com startups, and a lack of agility and organizational resistance in larger organizations. “Frictionless commerce” failed on the front and back-ends, and the dot-com bubble burst.

DX today

We have come a long way, but the pace of new technologies ensures integration and agility will remain core challenges. DX is riding high today and that is a good thing. DX is not a bubble. But that doesn’t mean there won’t be overly ambitious strategies, unsuccessful implementations, and weak products. 

  • Don’t forget the laws of enterprise software, or the lessons from the dot-com crash. 
  • Note that integratablility and agility are as critical for operational efficiency as they are for a smooth digital experience. 
  • DX is about audiences, not just about customers, employees, or partners – each of these can be made up of many audiences. 
  • Scope for success. Ensure your strategy includes achievable projects for well-defined audiences. You will be more successful and able to implement in less time by picking specific integrations that have high value, for example, CMS with CRM, or e-commerce. 
  • Don’t limit DX technology research to a single analyst firm. They mostly cover the same vendors, but their analysis often differs significantly. 
  • Be sure to develop enough in-house expertise to make well-informed decisions about the applicability and readiness of new technologies such as deep learning, AR, blockchain. 

And of course, join us at Gilbane’s Digital Experience Conference in Washington DC, April 29 – May 1, 2019, where we’ll be looking at the latest DX technologies, integration strategies, and practices.

NOTE: This article was first published by eContent Magazine on November 26, 2018

How to make a business case for voice and chatbot experiences

Gilbane’s Digital Experience Conference

Washington DC April 28 – 29, Workshops May 1

attendees taking notes

For all the promise of voice and chatbot applications, widespread adoption has been limited to fairly simple use cases, and even then getting the usability and appropriate scale right is a learning experience. This shouldn’t be surprising given the dependence on natural language processing. Nonetheless, the potential for well-designed voice and chatbot experiences is large. Erin Abler can help you understand why some organizations have been successful, and how you can get started with a business case. 

B205. Making the business case for voice and chatbot experiences

Conversational voice and chatbot experiences are rapidly becoming the new norm in our houses, cars, and even some workplaces. Getting your news, weather, and driving directions is now as easy as asking for them aloud. But if you’re wondering what the business case is, you’re not alone. For many product owners, strategists, and marketers, it’s still hard to envision a viable way to get started. We work with clients every day who’ve taken on this exact challenge and found success. Through real-world examples, this presentation will show you how to identify and pursue the right opportunity for your next conversational design project. We’ll cover why people choose conversational interactions over other digital experiences, how to uncover legitimate use cases for your business, and how to avoid common stumbling blocks in the design and development process. You’ll walk away knowing how to identify a compelling conversational experience for your brand, and be ready to navigate the challenges and opportunities of working with emerging conversational interfaces.

Tuesday, April 30: 4:15 p.m. – 5:00 p.m.

Erin Abler

Erin Abler
Principal Conversational Designer
Mobiquity

 

 

Learn more & register with code FG19 for best available price

 

Diamond sponsors

Google Cloud
Gridspace
twilio
ZOHO

Platinum sponsors

SAP digital experience
Shufflr
RingCentral logo

 

Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.

Three weeks till your DX strategy checkup

Gilbane’s Digital Experience Conference

Washington DC April 28 – 29, Workshops May 1

conference attendees taking notes

This year’s DX conference is in three weeks, and features 36 carefully curated presentations by well-known experts on digital experience technologies and practices for marketing and the workplace. There are also additional sessions covering CRM, customer service, and speech technology available to you from our co-located partner events. See highlighted presentations below, the complete program, and learn about all the activities available to you. Then…

Register with code FG19 for best available price

DX Technologies for Customers and the Workplace Track
  • Creating Connected Experiences
  • Visualize—Then Optimize—Your DX Stack
  • There’s No AI Without IA (Information Architecture)
  • Is Block-Based Editing the Future of Web Content Management Systems?
  • CDP or Multi-Channel Hub? A Martech Journey
  • Alphabet Soup: CAT, CMS, TMS, PIM, & the APIs That Connect Them
DX Practices for Customers and the Workplace Track
  • Making the Business Case for Voice and Chatbot Experiences
  • Designing Workstreams to Support Business Processes
  • Building the Modern Digital Membership Organization
  • Engaging Ecommerce Content Search
  • Breaking Down the Regs: DX at the ATF
  • Exploring & Making Decisions About Content at Scale

For more regular updates see the Gilbane blog

Diamond sponsors

Google Cloud

Gridspace

twilio

ZOHO

Platinum sponsors

SAP digital experience

Shufflr

RingCentral logo

 

Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.

Learn how to create connected experiences

Gilbane’s Digital Experience Conference

Washington DC April 28 – 29, Workshops May 1

attendees taking notes

Connections are core to digital experience initiatives at every level. At the top, your organization needs connections with customers that are genuine, consistent, on-target, and fast. Delivering this requires that connections with partners, and employees, have similar qualities and smooth supporting processes. And technology systems also need to be connected in ways that enhance the experiences of each of your audiences. Jeff Cram will help you get a handle on how all this connects!

A106. Creating Connected Experiences

Stop acquiring more marketing technology and start better connecting it to your digital customer experiences. This session helps you realize the full potential of your existing martech investment by better aligning it to your customer experience strategy and digital execution. Drawing from decades of experience leading complex, digital experience initiatives, Cram and team share practical frameworks and models to find and fix the cracks in your digital customer experience and better connect your marketing technology to support the customer journey.

Monday, April 29: 4:15 p.m. – 5:00 p.m.

Jeff Cram

Jeff Cram
Chief Strategy Officer and Co-founder
Connective DX

 

 

Learn more & register with code FG19 for best available price

 

Diamond sponsors

Google Cloud
Gridspace
twilio
ZOHO

Platinum sponsors

SAP digital experience
Shufflr
RingCentral logo

 

Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.

How do you “do” personalized experiences?

Gilbane’s Digital Experience Conference

Washington DC April 28 – 29, Workshops May 1

facing crowd

Personalization is hard, and not getting it right isn’t an option — we’ve all experienced what that can look like. Colin Eagan provides a road map — what an “experience designer” needs to do throughout the process from technology selection through to iterative improvement. 

B104. Designing Personalized Experiences 

It’s now estimated that some 45% of organizations have attempted to personalize their own homepage in some way — but fewer than a third think it’s actually “working.” If that scares you, you’re not alone: As personalization technology races from niche to mainstream, the design community is racing to catch up. It’s time for a UX intervention. This highly practical talk focuses on the role of experience designer in influencing user-centered personalization design, including technology selection, user data models, and, of course, wireframes. Specifically, it covers what the well-versed designer should know about the latest personalization technology; what to do when you get a request to “do personalization” (either at your organization or your clients’); how to fit personalized user content into a larger information design system; how to use your role in UX to influence technical product selection; grow to translate actual user needs into a real-time user data model (“living personas”); wireframe-level guidelines for introducing personalized components in web and email; and creating a measurement framework based on “quick-wins” and iterative improvement.

Monday, April 29: 2:15 p.m. – 3:00 p.m.


Colin Eagan

Colin Eagan
Principal, User Experience Design, ICF NEXT

 

 

Learn more & register with code FG19 for best available price

 

Diamond sponsors

Google Cloud
Gridspace
twilio
ZOHO

Platinum sponsors

SAP digital experience
Shufflr
 

 

Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.

How to transform your digital ecosystem successfully

Gilbane’s Digital Experience Conference

Washington DC April 28 – 29, Workshops May 1

facing crowd

Enterprise digital transformations are not for the feint of heart. Technologies, practices, workflows, customer expectations, and market and business requirements are constantly evolving, and technical and operational integrations need to somehow keep up. That’s why case studies from experienced pros like this one are a critical part of your strategy due diligence. 

B101. Transforming your digital ecosystem successfully: why & how it is possible 

Can you build a digital ecosystem that enables your organization to delight its customers at every touchpoint, while delivering effective personalization and omni-channel engagement? Can you meet the needs of your customer’s journey across all channels to deliver her relevant content at any given point? For many, a successful customer experience relies on an affirmative answer to both questions. But the “transformation” required to support such efforts presents brands with seemingly insurmountable challenges. Where do you even begin? Our session helps you kick-start a digital transformation initiative by showing you how it can be done, even if you are starting with disparate systems, processes, and disconnected customer experiences. We show you an effective strategy and road map, including best practices in its execution. We offer you real-world examples of what has worked and led to a 400% increase in customer engagement—and what has not—and how you can succeed.

Monday, April 29: 10:30 a.m. – 11:15 a.m.

Vijay Hanumolu

 

Vijay Hanumolu
Vice President, Digital Strategy, Unum

 

Kevin Nichols

 

Kevin P Nichols
Executive Director, Experience, AvenueCX and Global Content Strategist

 

Learn more & register with code FG19 for best available price

 

Diamond sponsors

Google Cloud
Gridspace
twilio
ZOHO

Platinum sponsors

SAP digital experience
 
Shufflr
RingCentral logo

 

Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.

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