Curated for content, computing, and digital experience professionals

Tag: customer experience management (Page 1 of 2)

Gilbane Advisor 2-28-17 — digital twin, IoT, wearables, product-market fit, CX

IBM Watson IoT and the digital twin. Industry 4.0.

James Governor pulls together some thoughts and interesting examples of the digital twin model. His post was inspired by an IBM event with large industry customers, but as he suggests, the model has broader relevance. I would say the proliferation of IoT and integration with back-end and front-end applications means the digital twin model may be useful for understanding the digital transformation potential of any physical product — well, at least as a thought experiment.

… “digital twin” – a digital model of the product and service from design to production, service and support. GE has been touting the concept for some time, and it’s a compelling idea. For companies trying to understand the implications of digital transformations, with a heritage of systems modeling, digital twin makes a great deal of sense, and it looks likely to be a key buying concept across a few industries. Read More

Not unrelated…

Rethinking wearable computing

Bob O’Donnell points out that wearables have lost momentum: “I don’t see a big future for the individual products that we currently count as wearables, but I think the idea of several linked components that work together as a wearable computing system could have legs”. I think watches have the potential to succeed on their own as a successful product, and are the best candidate to compete with smartphones as the computing hub we always have with us. As he says, tying all potential wearables together is a ways out, and initially will certainly be limited by proprietary interests. Read More

12 things about product-market fit

There are lots of opinions about how to achieve product-market fit, what do you focus on and in what order, how do you know when you’ve got it, and how do you maintain it. Tren Griffin’s collection is a worthy read for product managers and founders. Read More

Your first 1000 users on mobile

Speaking of product-market fit, Eric Seufert has some advice specifically for mobile app developers…

… a mobile developer should endeavor to onboard a first cohort of 1,000 users that could conceivably look like their first million users — that is, to test the viability of their app using marketing channels that can be scaled up to produce a very large user base in the context of a growth strategy that can support a big business. If the first 1,000 users were onboarded by accident, or by luck, or by the generosity of a YouTube celebrity, the developer knows less about their business than they do about 1,000 random strangers. Read More

CEM success starts with employees

Customer experience management (CEM) is a now focus for companies, but many are missing is the value of beginning their CEM strategy at home, with their employees. Read More

CEM - customer experience management success

Also…

Right strategy for the job… Optimizing for Context in the Omnichannel User Experience via Nielsen Norman Group

Another dimension to CX integration challenges… Bots and Humans Strain to Get Along on Messenger, Twitter via The Information

Hey founders, consider this!… Why we choose profit via Signal v. Noise

10 Breakthrough Technologies 2017 with staying power. Not your casual list via Technology Review

All in on AMP?… Google AMP is now half of Swiss publisher Blick’s mobile traffic via DigiDay

Handy resource… Social Media Research Toolkit via Social Media Data Stewardship

 

The Gilbane Advisor curates content for our community of content, computing, and digital experience professionals. Subscribe to our newsletter, or our feed.

Gilbane Advisor 2-29-16 — Google, Facebook, and the open web

The platform competition for last mile content delivery continues to ramp up. Google’s AMP has launched and is available to everyone; Facebook’s Instant Articles becomes available to all on April 12th; and both have gained some open web credibility in the last week. Platform publishing is no longer only for major publishers. Anybody with a blog or website needs to pay serious attention to how platform publishing will affect their reach. Content strategists and marketers need to dial in.

The good news is that in many cases it is possible to feed the beasts automatically with no more effort than publishing a post on a blog, and keep control of your content and web presence. CMS vendors should be ahead of this curve. Our own blog, thanks to WordPress and a few plugins, is already setup to publish to Medium (it works), Google AMP (it works but the rendering is a little funky), and Instant Articles (as soon as Facebook turns the switch in April). We’ll also be testing Apple News.

Google Is Going to Speed Up the Web. Is This Good?

Good for us as web consumers that is. Dan Gillmor provides a non-technical and cautiously optimistic review of Google AMP (Accelerated Mobile Pages).

I still have a million questions about this, and some are the ones I began with: What if Google changes its strategy, by making it more proprietary and centralized? What if news sites had just done the right thing in the first place? Or, since they didn’t, what if they just resolved to build faster pages — using standard HTML markup and loading components in a non-annoying way — now? Wouldn’t that have gone a long way toward solving the problem? Do they, and we, really need all this? … For now, at any rate, the answer seems to be yes. Read More

How Instant Articles helps the open web

This is a remarkable post. RSS dad Dave Winer says that Instant Articles is built on RSS, that he has been in the loop for two years, and can now vouch that it works. This is a very welcome development.

Facebook is using open web technology to power Instant Articles. I’m not sharing anything that isn’t already publicly documented on the Facebook developer site. People have trouble understanding this, I assume, because it seems so out of character for a big web destination like Facebook to care about the open web. It’s kind of a miracle. But there it is. The open web is about to get a real shot in the arm from a most unexpected place. Read More

Aligning Business Goals with User Goals in Content

Is content marketing ‘heading toward a “trough of disillusionment” following a period of “inflated expectations.”’? It already has for some. This thoughtful post by Michael Andrews digs into how unrealistic expectations happen and how to avoid them.

… One erroneous assumption is to believe that  a group who shares a common personal goal are equally likely to buy something.  Conversely, just because a group of people all want to buy a certain type of product or service, that doesn’t mean they share the same purchase motivations or care about the exact same features or benefits. Read More

Branding in the Age of Social Media

Douglas Holt argues for an alternative to branded content.

It turns out that consumers have little interest in the content that brands churn out. … Most view it as clutter—as brand spam. When Facebook realized this, it began charging companies to get “sponsored” content into the feeds of people who were supposed to be their fans. …celebrities are all garnering the superengaged community that pundits have long promised social media would deliver. … That shouldn’t be surprising… What works for Shakira backfires for Crest and Clorox. The idea that consumers could possibly want to talk about Corona or Coors in the same way that they debate the talents of Ronaldo and Messi is silly. Read More

What’s Next in Computing?

Chris Dixon does a really nice job with this. Accessible, to the point, and I agree the next era will be multimodal. A good historical perspective post to share with c-suite colleagues.

I tend to think we are on the cusp of not one but multiple new eras. The “peace dividend of the smartphone war” created a Cambrian explosion of new devices, and developments in software, especially AI, will make those devices smart and useful. Many of the futuristic technologies discussed above exist today, and will be broadly accessible in the near future. Read More

A good companion piece…

On Bots, Conversational Apps and Fin

Sam Lessin with a developer and investor perspective on what’s next…

2016 is being declared the year of bots. And it feels like there is a broad shift in the developer ecosystem away from traditional point-and-click apps, towards chat-based user interfaces. … It’s happening because there is broad consumer and developer fatigue with apps. Consumers don’t want to install or use new traditional apps. … The bet I am making, both as an investor and operator, is that the 2016 bot paradigm shift is going to be far more disruptive and interesting than the last decade’s move from Web to mobile apps… If the app shift moved developers away from server side development and towards clients, the most important part of the current shift is a move back towards the server and away from client software in the form of bots. Read More

The End of Streams

Jessica Lessin has some interesting thoughts on what I think is more like the comeback of channels.

There has been a quiet shift in product design away from streams and towards channels, and the shift is likely to accelerate with messaging platforms. Read More

Is Holistic Customer Experience Management even Possible?

Scott Liewehr is talking about SAP in this post, but raises the general question, and pointing out that products aren’t enough if your partners are not in sync – and why should they be?

I’ve thought for years that when SAP decided to jump into the Customer Experience race, it would be game-over for many other vendors. Now that they have, I’m not so sure. I see that their customer experience strategy has a greater dependence on service provider partners than they’ve ever had, and it’s not obvious to me as to which partners are going to be interested in helping them succeed in this realm. Read More

Mark your Calendar!

Gilbane Digital Content Conference 2016
Content Management, Marketing, and the Digital Experience

Main conference: November 29 – 30 ● Workshops: December 1
Fairmont Copley Plaza, Boston, MA

Short takes

Too much “thought leadership” and personalization… Avoid These Common B2B Content Marketing Mistakes via hbr.org 

Is digital advertising is becoming a rather simple proposition: Facebook, Google, or don’t bother?… The Reality of Missing Out via stratechery

Bill Thompson channels Karl Popper, but don’t be scared… The Open Web and Its Enemies via Medium

Internet of Things security is so bad, there’s a search engine for sleeping kids and it (Shodan) has been around for years. via ars technica

News Publishers Need To Jump Into Bots Will this provide the added value they need? via Monday Note

For some of you, but streaming is mainstreaming… Open Source Streaming Analytics at the Edge for Internet of Things Devices via prnewswire

CMS, etc., corner

DAM Market growth, Adam… Digital Asset Management Round-Up, February 2016 via Digital Clarity Group

More on DAM… Updated DAM research: ADAM, Nuxeo, Bynder, Canto, WebDAM, NetX, WAVE, and MerlinOne via Real Story Group

Amazon and Colis Privé, Gilt Group, Hudson’s Bay, Groupon… E-Commerce Round-Up: January 2016 via Digital Clarity Group

About

The Gilbane Advisor curates content for our conference community of content, computing, and digital experience professionals throughout the year. You can also subscribe via our feed.

The Gilbane Conference on Content, Technology, and Customer Experience helps marketers, IT, and business managers integrate content strategies and computing technologies to produce superior digital experiences for all stakeholders.

Avoiding the Dangers of the Unmanaged Customer Experience

Put your consumer hat on for a moment. Think about the last time you booked travel, bought a holiday gift, ordered flowers, or applied for a new credit card. Online or offline – doesn’t matter. What’s notable about that experience? What do you remember about it? Something? Nothing?

In the midst of the market cacophony about customer experience, three facts define the fundamentals, once stripped of  hype:

  1. Every brand delivers an experience to customers and prospects, consciously or unconsciously. At Digital Clarity Group (DCG), we define experience as “the totality of interactions through all channels and touch points over the entire life of the relationship.” Experience happens by default. As consumers, we always remember the bad. We might remember the good. We mostly forget the vast majority of experience that’s just mediocre. Which is not great if you’re a brand spending lots of money to leave a good impression.
  2. Consciously managing the experience is the only way that a brand can bias the experience for the right business outcome. Consistently good experiences are not accidental. Only when experience is deliberately managed does it become repeatable, predictable, measurable, and capable of being improved and optimized.
  3. The business practice of holistically managing the customer experience across channels is new, and therefore hard and mysterious. One of the many reasons it’s hard is that you cannot just throw technology at it and get results. Today there is no such thing as an out-of-the-box solution for experience management. It’s mysterious because successful paths (by way of repeatable best practices) are still being cut by the pioneers.

If customer experience management (CEM) is hard, it is also not an option. As my DCG colleague Tim Walters notes, “…the mobile and social empowerment of consumers makes CEM an inescapable, compulsory, and essential initiative for virtually every company’s survival.”

Who’s caught between the proverbial rock and hard place? Chief marketing officers, digital marketers, customer experience champions, LOB owners, newly-minted data scientists, marketing technologies, IT – yep, everyone who feels the pressure that customers are putting on them for higher-quality, more meaningful engagement. They want to move forward, know they need to move forward. But they are frequently overwhelmed by identifying the right starting point for CEM.

In DCG’s work with our enterprise clients, we see another obstacle that presents an even bigger risk. It’s not just that getting started can be overwhelming – it’s also that too many companies are responding to contemporary CEM challenges with legacy practices, processes, and technologies that are misaligned with the new world order imposed by empowered consumers. Doing more of the same, just bigger, faster, better, is a sure path to obsolescence. It’s time for fundamental change.

When we engage in a selection or roadmap development project with an enterprise client, we are typically supporting the manager or team who needs to enable that change in collective thinking about experience management. We often start by helping them write the script for the conversations with stakeholders. A number of the issues addressed in those scripts are distilled in our paper entitled The CEM Imperative: Customer Experience in the Age of the Empowered Consumer. What’s at risk if you don’t take action now? What’s the business case for investing in capabilities and competencies for experience management? If no single CEM solution exists today, how will you build and deploy a platform and toolset for experience management? The CEM Imperative provides insights that can help you start to formulate answers to these and related questions. You can also use it as a call-to-action for senior managers and executives who are hesitating. As DCG author Tim Walters writes:

“CEM is not vendor hype, because it is a response to the desires and expectations of today’s extremely demanding and fickle consumers. CEM is not a back-burner consideration because, as … innumerable studies prove, engaging consumers with superior experiences is a matter of life or death for any firm that cares about having customers.”

Presumably your organization cares about having customers. If that’s the case, then addressing the risk of unmanaged – or mismanaged – experience must be a top strategic goal moving forward.

Download your copy
The CEM Imperative: Customer Experience in the Age of the Empowered Consumer

 

Gilbane Conference resources and coverage

Gilbane conference logoMisty has been collecting posts about this year’s Gilbane Conference. If you see any we are missing please let us know via comment or email. You can also check tweets at #gilbane, or via Topsy, find conference presentations at http://gilbaneconference.com/Presentations.aspx, and see speaker spotlights.

Media Sponsors

CMS Myth
• http://www.cmsmyth.com/2013/12/best-bets-at-gilbane-2013-which-sessions-ill-be-attending/
• http://www.cmsmyth.com/2013/12/when-will-end-users-overwhelming-love-their-cms/
• http://www.cmsmyth.com/2013/12/how-marriott-is-rethinking-content-delivery-across-70-countries-and-3800-hotels/
• added 12/17/13: http://www.cmsmyth.com/2013/12/redefining-success-for-web-cms-project-teams/

CMS Wire
• http://www.cmswire.com/cms/web-cms/5-ways-marketers-can-improve-the-cms-experience-023410.php
• http://www.cmswire.com/cms/information-management/should-cios-report-to-marketing-ridiculous-its-beginning-to-happen-023396.php
• http://www.cmswire.com/cms/customer-experience/notes-from-gilbane-business-model-first-customer-experience-second-023388.php
• http://www.cmswire.com/cms/customer-experience/forrester-4-things-about-customer-experience-management-gilbane-023373.php
• http://www.cmswire.com/cms/customer-experience/sap-says-link-revenue-to-social-media-to-show-roi-gilbane-023362.php
• http://www.cmswire.com/cms/customer-experience/cio-reports-to-cmo-technology-under-marketing-gilbane-023356.php
• added 12/20/13:  http://www.cmswire.com/cms/customer-experience/tips-from-an-industry-user-on-making-web-cms-work-023587.php
• added 3/4/14:  http://www.cmswire.com/cms/social-business/should-the-cio-report-to-the-cmo-024370.php

eContent
• http://www.econtentmag.com/Articles/News/News-Item/Context-at-Gilbane-93598.htm
• http://www.econtentmag.com/Articles/News/News-Item/Content-Strategists-vs.-the-CMS-at-Gilbane-93615.htm
• http://www.econtentmag.com/Articles/News/News-Item/Content-Management-and-Your-Mobile-Strategy-at-Gilbane-93637.htm
• http://www.econtentmag.com/Articles/News/News-Item/The-Internet-of-Things-Comes-to-Life-at-Gilbane-93641.htm
• added 1/13/14: http://www.econtentmag.com/Articles/Column/Content-Throwdown/The-Rise-of-the-Marketing-Technologist-93907.htm

Fierce Content Management
• http://www.fiercecontentmanagement.com/story/marketing-technologist-could-act-bridge-between-cmo-cio/2013-12-03
• http://www.fiercecontentmanagement.com/story/multichannel-delivery-means-its-time-separate-content-creation-presentation/2013-12-03

Blogs

4 hoteliers
• http://www.4hoteliers.com/features/article/8056?awsb_c=rss&awsb_k=xfeed

Accidental Taxonomist
• http://accidental-taxonomist.blogspot.com/2013/12/taxonomy-governance.html

Bluebill Advisors
• added 1/9/14: http://bluebillinc.com/2014/01/findability-issues-impact-everything-work-related/
• http://bluebillinc.com/2013/12/beyond-customer-experience-management/

Chief Marketing Technologist
• http://chiefmartec.com/2013/12/marketing-technologist-neo-marketing-matrix/

Citeworld
• http://www.citeworld.com/social/22751/sap-social-media-streamlined
• http://www.citeworld.com/consumerization/22747/customer-attention-challenge

Creative Virtual
• http://www.creativevirtual.com/blog/?p=821

Curata
• http://www.curata.com/blog/content-marketing-event-gilbane-conference-2013-wrap-up/
• http://www.curata.com/blog/content-marketing-technology-wrap-up-gilbane-2013-video/

Globalization Partners
• added 12/19/13: http://blog.globalizationpartners.com/insights-into-gilbane-conference.aspx

Engaging Times
• http://engagingtimes.com/battle-ready-offer-global-customer-experience-notes-gilbane-frontline/

I-Cubed
• added 12/17/13: 

Jeff Cutler
• http://jeffcutler.com/social-media-blogs/gilbane-conference-2013-content-marketing-track-qa-session-review/#.UqdJXvRDs8w
• http://www.youtube.com/watch?v=F6HyjzloD3U

Marketing Think
• http://marketingthink.com/sap-got-social-media-act-together/

The Parallax View – Winter 2014
•  added 3/4/14:  http://www.parallax.ca/?page_id=4665

Zia Consulting
• http://www.ziaconsulting.com/blog/gilbane-conference-2013-recap/

Other

Seen.co
• added 12/17/13: http://seen.co/event/gilbane-conference-2013-boston-ma-2013-527/

 

Beyond Customer Experience Management: What Your CMS Really Needs to Deliver

Selecting a new or replacement content management system CMS is one of the most strategic technology decisions you can make. Why? Because customers and prospects expect personalized, engaging, dynamic, and high quality experiences and will leave if they don’t find them.

Selecting the right CMS is important because it is a primary tool in providing those experiences and the hub that connects and drives many of the components that make up customer experience management. This post is based on a white paper entitled “Beyond Customer Experience: What Your CMS Really Needs to Deliver, “ which was also the subject of a recent presentation I did at the Gilbane Conference. You can download the white paper here.

Providing a personalized and seamless experience to customers across myriad devices, touch points, and stages in the relationship is a big challenge; one with which many organizations struggle. A recent Bain & Company survey found that while 80% of surveyed executives believe their companies are delivering a great customer experience, only 8% of their customers agree.

One reason they struggle is that customer experience is only part of the equation, specifically, the goal. The other parts of the equation that achieve that goal are content creator experience, developer experience, and integrator experience-in total, the  “global user experience.” While those are “behind the scenes players, they create and shape the customer experience.

Great customer experiences are predicated on the effectiveness with which a CMS provides those other experiences—in effect, a well-designed CMS inspires better performance on the part of content creators and developers, yielding customer experiences that deliver more business impact. It also allows integration of familiar and new tools to enhance the productivity and effectiveness of content creators and developers. Shown as an equation, the global user experience would look like the diagram below:

equation

Key to achieving a superior customer experience is the ability for content creators, marketers, and developers to focus on the experience itself, not the mechanics of producing it. That requires a mature CMS solution that provides a balanced set of tools and capabilities for content creators, developers, and integrators. That, in turn, requires a coordinated CMS selection process amongst all of those stakeholders that emphasizes not only the individual experiences, but the collective experience as well.

As we noted at the top of this post, selecting a CMS is a strategic decision-the CMS solution that provides the right global user experience is a growth engine that helps power the success of any business or firm-the right strategic decision.

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