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.
Category: Marketing & e-commerce (Page 32 of 77)
Martech stack metrics
Scott Brinker: “Martech stack utilization is a misguided metric… (when it’s disconnected from value)”. This is certainly true. Products/tools in your stack usually have many features, only a subset of which actually provide value for your needs. Identifying and
focusing on those features can save resources and provide more accurate ROI calculations. Read More
4 questions retailers need to ask about augmented reality
It seemed like AR was poised for rapid adoption (beyond Pokémon Go) a couple of years ago when apps started appearing from Ikea and others. Indeed I thought so. There has certainly been a lot of activity and some very useful applications, but as usual the use-case specifications, cost justifications, integrations, and learning curve take a time-toll. Bain & Company has some good advice for execs creating or reviewing a plan. Read More
Google announces a new Glass augmented reality headset for B2B
Much of the advice in the Bain article we reference above is also relevant to non-consumer AR applications. Whether B2B AR deployments are ahead of B2C or not, project planning should be informed by research into both. ROI calculations will be very different, but technologies and user experience design considerations largely overlap. Google Glass was a consumer flop but their Enterprise Edition is making some progress and what they are learning is valuable. After all, employees and professionals are consumers too. Read More
Can we trust machines that sound too much like us?
David Weinberger raises a good point. He is not asking whether we can trust machines. He is asking whether we want to loose the trust signals we get from talking with humans when we can’t tell the difference between machine and humans voices. He also wonders about the efficiency and how our preferences will evolve. Human sounding machines will not always be the right choice. Read More
Also…
- Metadata is the biggest little problem plaguing the music industry (and of course others)… via the Verge
- Why The Wall Street Journal limited commenting to paying subscribers via Digiday
- Jealous? This kind of thing is not unusual, but this is a great example… I charged $18,000 for a Static HTML Page via idiallo.com
- Ramp-up speed shouldn’t be a surprise… One year in, GDPR fines haven’t hit publishers — or very many other companies, actually via Neiman Lab
The Gilbane Advisor curates content for content management, computing, and digital experience professionals. We focus on strategic technologies. We publish more or less twice a month except for August and December.
Gilbane’s Digital Experience Conference
Washington DC April 28 – 29, Workshops May 1
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
Principal Conversational Designer
Mobiquity
Learn more & register with code FG19 for best available price
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Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.
Gilbane’s Digital Experience Conference
Washington DC April 28 – 29, Workshops May 1
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
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Gilbane Conferences have been providing content management, computing, and digital experience professionals with trusted content since 2002.
Gilbane’s Digital Experience Conference
Washington DC April 28 – 29, Workshops May 1
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
Chief Strategy Officer and Co-founder
Connective DX
Learn more & register with code FG19 for best available price
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Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.
Gilbane’s Digital Experience Conference
Washington DC April 28 – 29, Workshops May 1
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
Principal, User Experience Design, ICF NEXT
Learn more & register with code FG19 for best available price
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Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.
Gilbane’s Digital Experience Conference
Washington DC April 28 – 29, Workshops May 1
Our conference is followed by in-depth, half-day workshops by well-know experts providing detailed guidance on how to get a head start on key strategies, including…
Understanding (and building) your organization’s core narrative
A well-constructed and well-organized corporate narrative is a powerful thing. It explains what you do and why you matter. It can do the following:
- Build market impact.
- Drive a more cohesive marketing program.
- Create a more cohesive business.
It speaks to the market in clear, resonant terms. It supports fluid, coherent corporate communications. It ensures that employees have a shared understanding of what they’re working for, and it plays a key role in business and product decisions and road maps.
Core narratives are a structured approach to organizing core beliefs, truths and facts about your organization. It starts with examining four elements:
- Why – What is your aspirational value—why does it matter?
- How – What is your methodology or approach that lets you deliver that aspirational value.
- Offer – What is it that you sell? What do you do?
- Proof – Why should I believe you?
The workshop begins with a discussion of the meaning of “narrative,” how it is different from “story,” and how to measure its strength. Then the fun begins:
- We walk each participant through his or her own narrative strength assessment.
- We start you on the way toward organizing your narrative.
- We spend time on how narratives help to foster constructive discussion and help to bring different voices in the company together.
- You leave with a clearer way of thinking about narratives and a set of tools designed to help you move forward with yours.
Wednesday, May 1: 9:00 a.m. – 12:00 p.m.
Debra Lavoy
CEO, Narrative Builders
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Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.
Gilbane’s Digital Experience Conference
Washington DC April 28 – 29, Workshops May 1
The easiest way to deal with the vast number of marketing technology tools for digital experience initiatives is to narrow your scope by identifying the type of solution that most directly addresses your core requirements. You can then build around this hub with supporting integrations. For example, you might start with a CMS and then integrate CRM, or e-commerce. Though a sensible strategy, this is easier said than done because of shifting product scope and confusing marketing. In this presentation you’ll hear what the Business Development Bank of Canada learned on just such a journey.
A101. CDP or Multi-Channel Hub? A Martech Journey
This is the journey of a bank that was looking for the new shiny thing, a customer data platform, and ended up choosing a multi-channel marketing hub. How did it happen? What did we discover along the way on our journey about these types of tools? We follow through the steps of this discovery voyage where not a lot of people have gone before … (Hey, it sounds like a new Star Trek episode!).
Monday, April 29: 10:30 a.m. – 11:15 a.m.
Richard Tea
Director, Analytics & Marketing Automation
Business Development Bank of Canada
Learn more & use code FG19 for best available price
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Gilbane Conferences have been providing content, computing, and digital experience professionals with trusted content since 2002.
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