Post on 10-May-2015
description
Taming the Content Monster
April 27, 2014
Information Security Level 1 – Confidential© 2014 – Proprietary and Confidential Information of Amdocs2
Key Topics
Business content market: key needs & trends
The Trudon success story
A holistic approach to content: best practices
Information Security Level 1 – Confidential© 2014 – Proprietary and Confidential Information of Amdocs3
Asia PacificCaribbean and Latin America
Europe, Middle East and AfricaNorth America
Thought leadership and managed services
Sales Tools & Order
Manager
Product Catalog
BillingBusiness
Content Hub
Information Security Level 1 – Confidential© 2014 – Proprietary and Confidential Information of Amdocs4
Digital media changed the journey to purchase
6.8 different sources (offline and online)
Nearly all of them go online and mobile
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Connect with the consumer everywhere
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And yet…
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It’s a kind of magic…
Own and provide engaging relevant content
Keep all content in sync
Agile partner ecosystem
Information Security Level 1 – Confidential© 2014 – Proprietary and Confidential Information of Amdocs8
The Trudon Success Story
Information Security Level 1 – Confidential© 2014 – Proprietary and Confidential Information of Amdocs9
About Trudon
• Managing over 500,000 business and government listings – 25% are paying customers
• One-third of all paying customers have a paid Web presence with 10,000 having Trudon provided websites and/or mobile sites
• A sales force of ~250 with a support staff of about the same size
• Migrating from print to electronic and from managing listings to a full service electronic marketing company
• Moving from static name, address and phone number to comprehensive, up to date, customer-curated, Web-based location and context aware information
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Partners
Name
TN
Address
Trudon Content EvolutionName
TN
Address
BIRDListing/CRM Repository
Content Hub Structured
Content
DocushareUnstructured
Content
HerenowUser Generated
Content & Reviews
Logo
Name
TN
Address
Images
Reviews
Logo
PartnersPartners
Partner Repositories
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Business Challenges
• Content inconsistency resulting in published content inaccuracies
• Inefficient retrieval & update processes driving high operational costs
• Slow adaptation to business changes
• Negative effect on customer satisfaction
Customer Care
Sales FulfillmentMarketingInternal
Publishing Channels Partners
BIRDListing/CRM Repository
Content Hub Structured
Content
DocushareUnstructured
Content
HerenowUser Generated
Content & Reviews
Partner Repositories
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Streamlining the Content Operations
Phase 1
Build a centralized content access and management layer
Integrate key internal systems & processes into the new framework
Phase 2 Integrate full content exchange capabilities with partner channels
Phase 3
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Accurate, current & consistent content available to all users and systems
Add / change content distribution processes in days instead of weeks
Shorten average product fulfillment cycle by 14%
Reduce operational costs by 8%
Reduce number of customer interactions during order fulfillment by 32%
Key Business Results
Consumer ExperienceDiscover rich & accurate content
Advertiser ExperienceOne stop shop for all marketing needs
Learn More Learn More
Local Marketing Service Provider EcosystemHolistic multi-channel content lifecycle management
Learn More
Name: Albert JonesCompany: Local MediaTitle: Media Consultant Name: Jenny Harris
Company: House of Pies restaurantTitle: Owner
Jenny has decided to launch her restaurant’s website. She orders the enhanced website package with a 360° tour,
an online menu and a table booking tool
Jenny is promised that her website will go live within 3 weeks
DAYS LATER
Website order placed
Website designer calls
Sure, sending you shortly
Can you please send us a copy of your menu so we can create the online version?
Name: Marry CollinsCompany: Webmax.comRole: Designer
DAYS LATER
Website order placed
Website designer calls
Website goes live
Home About Us Our Menu Contact Us
House of Pies
I’m very pleased with my new website, I now want my business to appear on dining.com and other major consumer destinations
Excellent. Updating your order right away
Presence order placed
DAYS LATER
Website order placed
Website designer calls
Website goes live
Creative manager calls
But I’ve already sent the menu when you built my website
Can you please send us a copy of your menu so we can put it on dining.com?
Name: Eric SparksCompany: Local MediaRole: Creative Manager
??
?
?
Redundant client interactions during order fulfillment are a common challenge
What went wrong?
Presence package fulfilled
MONTHS LATER
The House of Pies looks good….and they are open now! Let’s go!
Check out dining.com
The Clarks are looking for a kid-friendly restaurant to go out and celebrate Tommy’s 6th birthday
They drive to the House of Pies and discovers that it opens in 2 hours
Studies show that over 40% of business listings on major hyper local services and directories include incorrect or incomplete information
What went wrong?
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The Key Best Practices
Own & provide current relevant content
With holistic content lifecycle management enabling full content ownership, currency and instant availability across users and systems
Keep all content in sync
With a sole point of reference for a unified view and consistent management of all content types and silo repositories
Agile partner ecosystem
With a configurable and extendible two-way content exchange platform that links content aggregators, producers, publishers and distributors
Local Media
CRM Ordering Fulfillment
Webmax.com
Effectively Control and Exchange Business Content
House of Pies
Business Boost
Amdocs Business Content Hub
Increase customer satisfaction
Order flow-through improvement
Manual work reduction
Quick resolution of order issues
Amdocs Business Content Hub
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Thank You