Multi channel web strategy- seven trends you need to know

Rethinking Your Multi-channel Customer Web Strategy: Seven Trends You Need to Know.

With special guest…

About Perficient

Perficient is a leading information technology consulting firm serving

clients throughout North America.

We help clients implement business-driven technology solutions that

integrate business processes, improve worker productivity, increase

customer loyalty and create a more agile enterprise to better

respond to new business opportunities.

Your Presenters

Stephen Powers is a Principal Analyst with Forrester Research serving content and collaboration professionals. Stephen is a leading expert on multiple aspects of enterprise content management including web content management and digital asset management. Stephen helps Forrester clients build content management systems to implement information management strategies and improve customer experiences.

Michael Porter is Principal of Perficient’s national Portals and Collaboration practice. Michael leverages his more than 15 years of experience and expertise with different portal solutions and complementary technologies to develop and evolve Perficient's portal offerings. He supports Perficient's sales and marketing organizations through the creation of industry-leading services that help clients understand their enterprise portal.

© 2011 Forrester Research, Inc. Reproduction Prohibited4

CONTENT

Customer experience management is about more than managing content

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It’s about more than just a single channel

Web Mobile Email

Print Emerging channelsKiosks


Don’t fall into the trap of herding contentIt’s about more than just management


It’s about extracting business value


A set of solutions which enable the management and delivery of dynamic, targeted, consistent content, offers, products, and service interactions across digitally enabled consumer touchpoints.

Customer Experience Management (CXM)

© 2011 Forrester Research, Inc. Reproduction Prohibited9July 13, 2011 “The Forrester Wave™: Web Content Management For Online Customer Experience”

A variety of components comprise CXM solutions

© 2011 Forrester Research, Inc. Reproduction Prohibited10 © 2009 Forrester Research, Inc. Reproduction Prohibited

The Seven Trends


Trend #1: Process, deliver, measure

Process

• WCM

• Portal

• DAM

• CRM

• Content authoring

tools

• eCommerce

• Desktop

publishing

Deliver

• Search

• Personalization

• Recommendations

engines

• Campaign

management

• Customer service

interaction

management

solutions

Measure

• A/B testing

• Multivariate testing

• Web analytics tools

• Social analytics


Trend #2: Business-oriented experience management

Business oriented management functionality

includes:

In-context content editing.

In-context presentation editing, including

drag-and-drop placement of components,

rich media, and RIAs.

Content targeting and segmentation

management.

Campaign management.

Globalization and localization.


Trend #3: Social comes of age

Channel InteractionMeasuring

engagement


• Increased customer

expectations

• Increased internet bandwidth

• Decreased creation costs

Trend #4: Rich media management

Source: Flickr (http://www.flickr.com/photos/paultraf/603176484/)


Trend #4: Rich media management

• Many organizations which previously haven’t

managed rich media assets are taking a

second look.

• But the “Digital Asset Management” has

different definitions, depending on which

vendor you speak with.

• Video is driving interest in rich media

management.

• DAM will revert to its original definition (for

media and publishing), while newer rich media

management products will converge with

CXM.


Trend #5: Multichannel content management

?

Content


Trend #6: Content targeting comes of age


WCM

Search

Mobile

AB and multivariate

testing

Document output

management

Portal

DAM

eCommerce

Analytics

Email campaign

management

CRM

Social tools

Content targeting

Trend #7: The myth of the single CXM suite


Conclusion and recommendations

To address the trends in CXM, make sure to:

Align – and organize – your core stakeholders.

Assess your maturity against the technologies in the

“Process/Deliver/Measure” framework.

Inventory your technology and perform a gap analysis.

Prioritize!

Source technology and connect the dots strategically.

Q & A

Contact:

Michael Porter

Principal, Portals and Collaboration

[email protected]

or

[email protected]

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Multi channel web strategy- seven trends you need to know

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