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Content x context = customer experience: Driving a more personalized experience

Deliver relevant customer experiences across channels to build brands, extend reach and stimulate demand.

Overview

A busy working mom checks her e-mail using her tablet on the train ride home from the office. An e-mail from her favorite retailer announcing a sale catches her eye. She clicks through the store’s website and ends up purchasing the perfect outfits for herself and her children for an event the following week. This experience is quick, easy and relevant—just the personalized shopping experience that she expects.

Giving people the best customer experiences possible is a business fundamental—one that has taken on more complexity in the digital era. While today’s chief marketing officers (CMOs) recognize the importance of relevance, many companies still lag in execution. Effective Web content management can help close the gap. And contrary to popular belief, implementing a digital marketing platform does not have to be a huge undertaking or significant investment.

Driving a more personalized experience through Web content management requires a good source of customer data, relevant content and the ability to adapt to the context being presented. It also requires automating processes to respond in milliseconds and cost efficiently execute at scale.

When accompanied by a thoughtful strategy and business transformation management, modern Web content management technologies can make it happen. So how do companies implement this capability efficiently and effectively?

Explore this point of view from Accenture Interactive and Adobe to learn more about how to bring together content and context to optimize the customer experience.

Background

Accenture’s 2012 CMO Insights survey reveals that consumers’ expectations for relevant experiences are impacting long-term marketing strategy—more so than any other trend. Yet, despite the importance of relevance, CMOs report that they are lagging in execution. In fact, 68 percent of CMOs say it’s important to create value from digital channels, but only 13 percent of CMOs say their organization’s digital performance is leading edge.

What’s more, producing the best possible customer experience is not about a singular moment. It includes absorbing available data, predicting the ideal experience, assembling the experience and delivering it via the customer’s preferred channel. All four stages must be executed in milliseconds—literally.

Analysis

Contemporary digital marketing platforms can help companies solve the personalization challenge and work in “real-time” like never before. By distributing content authoring across regions and business units, companies can reduce their dependence on IT involvement in content creation and publication. High performing Web content management systems should address three important considerations:

  1. Connection to business goals
    Personalization often breaks down between the intent of the business person responsible for the user experience and the result being delivered to the customer. To ensure a direct connection to business goals, the platform should include a rich set of capabilities to simulate and impact experiences in a flexible, user-friendly way.

  2. Scale
    Coordinating the authoring, publishing and interaction with individual components at the most atomic level is key to a Web content management system’s scalability and flexibility. It is fundamental to companies’ ability to control yet distribute content management to business users. It is also central to creating the distributed business processes to manage content at high levels of personalization at scale.

  3. Speed of execution
    At any one touchpoint, 30 to 300 milliseconds may be all the time there is to make a connection and secure customers’ intent to purchase before they click away. The platform must be able to determine a personalized experience based on known content and context in nearly real time and deliver it equally quickly across channels.

Recommendations

Implementing a digital marketing platform in a large organization often starts slowly and takes considerable time and effort. Companies can get started by taking key steps to help demonstrate success early on and build momentum:

Test and learn with a pilot program
Teams typically pick a pilot in an area of the business where the ramifications are less critical or impacted by implementation issues. However, a good pilot needs to be complex enough to demonstrate its success and applicability for other areas of the business.

Address the culture change
Getting the business to operate in the world of personalized experiences is a significant cultural change. Without a clear vision that is adopted and communicated from the top down, it is hard for businesses to define the metrics and measures of success required to justify this change.

Restructure business operations and governance
The Web content management platform changes the speed with which businesses operate. And managing at speed requires the redesign of processes and work streams, and realignment of roles, resources, assets and teams to produce value from this new capability.

Through effective Web content management, mining of the social channel and advanced analytics, companies have the opportunity to give every customer and prospect their own ideal experience based on their individual preferences.