7 Best Practices of Web Experience Management
By Michael Snow on Feb 02, 2012
Today's guest post is from Alakh Verma, Director of Platform
Technology Solutions at Oracle.
7 Best Practices of Web Experience Management
Alakh Verma, Director, Platform Technology Solutions, Oracle
In my recent blog posts, I shared insights on personalization andpersonalized care that plays significant role in offering pleasant user experience (Personalization: A Key Tenet of User Engagement) and then on importance of Portal and Content (If Content is the King, then Portal is the Queen). In this post, my efforts are to identify and summarize some of the best practices of Web Experience Management(WEM) to create delightful customer experience based on the recent research report by CITO Research.
report is available here:
Create a Successful and Meaningful Customer Experience on the Web
The immense success and proliferation of Facebook, Twitter, LinkedIn, Foursquare and mobile/smart devices such as iPhones, Blackberry and Tablet PC among consumers has created consumerization of IT and new paradigm shift seeking pleasant web experience. Now, consumers have become more powerful than before with access of information and social media to communicate to the world at the fingertip.
1) Social Computing
and Use of Social Media– is changing the way people interact with each other
and with companies online. A recent
report from Comscore showed that two-thirds of shoppers begin their process
online, and the most frequent starting point is the retail site itself. These
consumers are engaging, connecting and collaborating. They want to understand
what their friends liked, what other options are available, and what people
like them ultimately bought. Most of these consumers consider Facebook
recommendations when making decisions about purchasing.
Jeff Bullas in his recent blog writes about Best Buy successful implementation of social media that energized its employees and customers (How Best Buy energized employees and customers with social media)
2) Consistent Experience Across Multiple Channels and Devices – have offered Customers many choices of accessing the Web in new, engaging and
collaborative ways than before and they want that ease and diversity to be
reflected in their dealings with businesses as well. Consumers change channels
and switch devices whenever they need to. They can keep tabs on friends and
family on Facebook and follow the Twitter regularly. They can find a nearby restaurant
with foursquare geolocation on their phone and then look up reviews of that
restaurant on Yelp.
With changing consumer patterns and behavior, it is extremely important to offer targeted, personalized, relevant and consistent experiences across these channels and devices.
3) Mobility-Smart Devices and Tablets – We have witnessed a smart revolution of the mobile space. As per the recent statistics report, the number of mobile devices has increased fivefold from 1 billion to 5 billion, with a resulting escalation in the number of connected people from 400 million to over 2 billion. This unprecedented growth of connectivity is creating an overwhelming range of new possibilities, and tapping, swiping, locating, pinging and socializing are quickly becoming part of normal human behavior. Technology is starting to change people and these people, whether consumers or employees, will change businesses. As per recent report by research firm IDC, mobile usage will surpass that of PCs and other wired devices by 2015. Mobile data traffic is expected to increase 26-fold between 2010 and 2015. In this rapid shift, mobility has to be the integral part of the solutions and the framework.
4) Real Time Decisions and Social Analytics – The recent technology such as big data analytics helps and supports us with right information, real-time event messaging provides at right time, mobility at right place anywhere and social media in the right context to make right decisions. I have shared my insights on my earlier post on how critical are Real Time decisions in business today? 5) Personalized Experiences – In the connected business environment, consumers expect companies to know about them and their likes and dislikes. For a compelling and relevant experience across channels, companies need to target, analyze, and optimize the customer experience. I had discussed and shared insights on this personalized experience in my earlier post (Personalization: A Key Tenet of User Engagement)
6) Multiple Stakeholders Need Control – Expectations for system usability and manageability have changed manifold. Marketers and line of-business executives require that managing websites be extremely easy to manage their campaign and relevant content to meet the timely execution Nontechnical users need to be empowered to build websites, design the layout, make content changes, set up targeting rules, control user-generated-content, and enable the mobile web, all from an intuitive and easy-to-use interface. (Oracle WebCenter Sites based on FatWire acquisition enables this seamlessly.)
7) Integrated Campaign to Drive Customers – In order to create
a compelling web experience for customers, we need the ability to organize and
access their enterprise data and leverage it in web interactions. We need a technology
platform that helps create an integrated campaign to encourage repeat business
suiting consumer lifestyle either at work or on the road on an iPhone or
visiting a physical store or calling customer service.
Oracle WebCenter is one of the leading technology platforms that offers comprehensive web experience management capabilities such as targeting and optimizing content, social computing, and multichannel engagement—all of which help improve customer loyalty, drive web traffic, and target new customer segments. In one integrated suite, it combines an array of complementary capabilities: web experience management (Oracle WebCenter Sites), composite applications and mashups (Oracle WebCenter Portal), social networking and collaboration (Oracle WebCenter Social), and enterprise content management (Oracle WebCenter Content).