Curated content for content, computing, and digital experience professionsals

Tag: CXM (Page 1 of 2)

Adobe and ServiceNow announce global availability of integration

Adobe and ServiceNow announced the availability of its partnership integration connecting data from Adobe Experience Platform and ServiceNow’s Customer Service Management workflow product to enable more seamless, connected customer experiences. Connecting Adobe Experience Platform, its Customer Experience Management (CXM) platform, and ServiceNow’s Customer Service Management product provides brands with a more complete view of the customer. Through this integration, Adobe and ServiceNow joint customers can:

  • Establish Context to Drive Brand Loyalty
    Enterprises are often challenged by navigating internal silos of data pertaining to interactions with their customers. This integration creates data workflows that removes those barriers and connects marketing and customer service organizations.
  • Gain Deeper Insights for Personalization
    Great experiences are built on the understanding of a customer’s journey. Customers can streamline work between teams by aggregating data during the “evaluate” and “purchase” touchpoints, and capture service interactions to ultimately build rich, real-time customer profiles.
  • Improve Customer Experiences
    A seamless customer experience allows for anticipating needs before they arise. With ServiceNow, organizations will understand which products or services the customer owns and uses, allowing organizations to drive towards greater personalization.

www.adobe.comwww.servicenow.com

Gilbane’s Digital Experience Conference call for speakers is now open

We love Boston, but it’s been awhile since we’ve had an event in DC and we miss it. We’ll be at the Renaissance Washington DC hotel with three especially relevant special events to partner with. The conference is April 29 – 30, 2019, followed by workshops on May 1. It may seem a long way away, but it’s never too early submit your proposal!

Gilbane Digital Experience Conference 2019To submit a speaking proposal, please review the track descriptions below and submit your proposal. Additionally, answers to the most common questions about speaking at the Digital Experience Conference can be found in the Speaker Guidelines. If you have questions not answered in the guidelines email us at speaking@gilbane.com.

We are especially interested in hearing from organizations that have implemented or are planning on adopting, new technologies or practices in support of digital experience strategies or digital transformation initiatives.

Main Conference Tracks

The conference tracks are organized primarily by role/function as described below. We encourage proposals on all relevant topics.

Digital Experience Technologies for Customers and the Workplace

Focused on what you need to know about evolving, and potentially disrupting, content and digital experience technologies for marketing and the workplace. We’ll be looking at what web and data analysis technologies are effective today. We’ll also examine what is practical and should be considered today or in the near future regarding deep learning, AR, and blockchain applications.

Designed for technology strategists and executives focused on near-term and future software for creating, analyzing, managing, and delivering compelling digital experiences across platforms, channels, and form factors. 

Digital Experience Practices for Customers and the Workplace

Focused on how to overcome challenges and implement successful digital experience strategies and practices to reach, engage, and retain customers, employees, and partners. We’ll be looking at strategies for inter- and intra- departmental collaboration that support customer-facing and internal operations that are a necessary part of the foundation for a consistently high quality digital experience.

Designed for digital transformation leaders, marketing, business, and workplace executives, information managers, content strategists, and UX professionals.

Submit your speaking proposal

The deadline for proposals is October 12 22, 2018.

*Note that we do except late proposals, but the number of speaking slots and topics starts to dwindle after the deadline. If the program is full we will keep your proposal in case of speaker cancellations. Fill out the proposal form.

 

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.

« Older posts