TechnologiesInformation ManagementProductsCustomer Experience

Going from ‘good enough’ Customer Experiences to ‘great’ ones meanspaying attention to the little things in 2014

Not long ago, comprehensive marketing strategies involved a combination of print advertising, radio and television spots, direct mail, email campaigns, and pay-per-click advertising. But times have changed—and companies that don’t keep up may get left behind.

“Customers are more connected, they’re more empowered, and they’re more distracted than ever before,” said Ron Rogowski, Vice President and principal analyst at Forrester Research Inc., in a recent webinar. This increased connectivity has changed consumer activity: People used to log online for a set amount of time to accomplish tasks from start to finish. Now, 90 percent of consumers use multiple devices sequentially to accomplish a task over time—and many are using multiple devices at once.

Customer journeys are no longer linear, said Rogowski. To engage with their audience, companies need to focus on connecting customer experiences across omni channel touch points. “You have to find a way to engage with your customers [and] to deliver a level of experience quality commensurate with the content functionality needs, but also the brand expectations,” he said. The goal is to deliver “a smooth and seamless path from one end of the customer journey to the other.”

When it comes to unifying customer experiences across omni channel touch points, there are a few evolutions and trends organizations should know:

There are 4 Key Evolutions around Omni Channel Experiences:

  1. The increased capabilities of measurement tools provide even more insights around web analytics and online marketing initiatives. The right tools allow marketers to calculate the return on their marketing investment, or ROMI.
  2. Companies are embracing the entire Web Experience Management (WEM) or Web Content Management (WCM) ecosystem. To choose the best technology for them, organizations should look at all the internal products they want to integrate in order to get a three-dimensional view of their customer.
  3. Content publishing itself has become a more important part of creating an omni channel experience. When creating content, marketers need to consider the publishing endpoints, whether it’s a tablet, a mobile device, a gaming console, or even upcoming technologies like Google Glass.
  4. The incorporation of social media and social networks into omni channel experiences is also growing in importance. This means not only being able to push content to sites such as Facebook and LinkedIn, but also to aggregate user information and provide personalized web experiences from a corporate side.

So what are the Top 3 Trends for a Unified Customer Experiences?

  1. Content in Context: It’s important to have great content, but it’s not enough. Context is the driving force that determines what content you should be serving your customers at any given time. Factors you should consider when determining context include demographics, historical data, and stated user preferences.
  2. Location-Specific Content: In addition to content delivered based on past consumer actions and demographic data,
    devices today are also able to serve content based on where the user is at any given time. So if, for example, they’re nearing a large retail (brink-and-mortar) store, their device can automatically serve a coupon, a welcome note, or even a webpage customized to that physical location.
  3. Monetizing Unused Content: Roughly 80 percent of content that’s developed gets left on the cutting room floor or lost in silo’ed repositories. Marketers are beginning to consider how to monetize this content right from the creation or ideation phase.
    Strong assets can be leveraged for other media purposes, such as developing a mobile application or putting together promotional materials.

“As people are interacting with companies, the difference between a good experience and a great experience is often the micro-interactions,” said Rogowski. It’s the little things that matter most —the way a site feels, how technology behaves, the personality of the content, and the consistency of the brand—are becoming more and more important.

To succeed in the new omni channel world, organizations need the right WEM and WCM technologies in place to help them continually adapt to changing customer needs. Learn more about unifying customer experiences at

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OpenText is the leader in Enterprise Information Management (EIM). Our EIM products enable businesses to grow faster, lower operational costs, and reduce information governance and security risks by improving business insight, impact and process speed.

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