Not sure how it got to be Friday already; these short holiday weeks
sure seem to always fly by so quickly. TGIF.
really close out this week without revealing the family recipe for a successful Web
Experience Management (WEM) strategy.
What’s the WEM secret sauce? What are the essential ingredients? What should your goals be when starting
out on this journey? What should your expectations be with regard to effort
versus return? Can you set it and forget it?
First of all, let’s reiterate what has been widely discussed
across the blogosphere.
WEM is a blend of strategy, technology and
and a key component of a complete
Customer Experience Management (CXM) Strategy.
It is NOT a field
of dreams. If you are of the belief that just by building a brand new, dynamic,
whiz bang site (in a vacuum) the online population will stampede and be beating down your great
www doors, I suggest you stay in that fantasy world and enjoy yourself. The real world is a bit different. Once you build it – you still have to
get people to find you. Make sure that you’ve included the corresponding programs for
enticing visitors to find and engage your organization's site in your budget, project time line and planning.
That said, I also do believe that there is a certain amount of kismet, cultural
ephemera and topical sensitivity at play in our online ecosystem today. Sprinkle
in a little pixie dust for good measure for accurate predictions of online
behavior around the world. Add some geo-socio-political predictive analysis of our
volatile global economy and political unrest and you might have a perfect recipe
for an unbeatable successful WEM initiative.
Before you begin, it is important to be very clear about your goals. How
can you measure success without knowing what you are seeking to measure? Do you
want to build loyalty, drive customer acquisition, increase membership, share
more knowledge, sell more widgets, reduce operational costs, and/or build an
online empire? Know where you want to end up before you begin and always keep your
online GPS talking to you (“recalculating…”) with your goals in mind for
everything you do.
Oh, one more thing. I hate to break it to you, but it is never done. WEM is a continuous improvement and optimization
cycle. The creation of targeted and brand consistent, multi-channel
content and the timely contextual delivery of that content is a cycle that
should never end.
In today’s socially enabled, multichannel online world, individuals
increasingly expect their online experiences to be targeted specifically to
their interests, and to provide a point of seamless extension and expression of
who they are. For Web marketers, this new imperative presents a unique set of
challenges when it comes to engaging with their customers online. No longer is
it acceptable to simply present flashy product Web pages, or interact with
customers via newsletters and mailing lists, nor is it acceptable to publish a
stripped-down mobile version of a corporate site. Instead, you have to show the
ability to “know” your customer as an individual. Would they rather interact
with your company and other customers via Facebook than your corporate site? Do
they do most of their browsing and interaction via their iPhone? Do they want
to have a personalized view of their relationship with your company, from
transaction history to loyalty offers?
Essential Ingredients of a successful
Multi-channel – web, mobile, tablet, kiosk, next big thing…
Customer-focused, Data-inclusive, Customer Data driven AKA Know Thy Customer – know your customers or visitors as well as
possible; use appropriate customer data
in back-office systems (CRM, ERP, etc...) and treat your customers as friends like Mayberry
RFD; watch, learn and adapt to their needs and desires
Easy business-user content authoring – eliminate reliance on IT/Development, reduce
bottlenecks and IT/Marketing politics and project logjams.
Delivery of high-scale dynamic sites – make sure you can meet the demand globally
Content Targeting and Segmentation – be able to direct the right content
to the right person or group auto-magically; define customer segments and
create intelligent and predictive rules for what content will be delivered to
each customer or segment online
Analytics & Optimization - Continual improvement and continuous measurement and
optimization – test, measure, modify – repeat; be able to measure which
content/offer/component produces the best desired results; don’t expect the
same content success to last forever - keep it fresh and updated
User generated content (UGC) and Social
networks – images, videos, recipes, discussions, and reviews, etc. - be able
to accept, moderate, and quickly publish UGC to build community among your
users no matter where they connect
End-user personalization – some users like to nest and make themselves at
home - give them the tools to make their place on your sites personalized to
their tastes and interests.
Mobile Web delivery – expect the demand for mobile access to
exponentially increase; provide your users with an equivalent if not better
Mix all these things together at once across a global enterprise. Deliver segmented, targeted, and dynamically
assembled content across global Web properties with rapid response times and
intelligent edge caching. Optimize and speed the delivery of dynamic, rich and
engaging online experiences across Web, mobile, and social channels. Add a sprinkle of pixie dust for good luck and you’ve
got a winning recipe for success.
The Connected Online Customer Experience
With Oracle WebCenter, Oracle is uniquely able to offer organizations a
way to engage with their customers in a highly personalized, relevant, and
meaningful way across online channels. As organizations look toward the future
of customer experience management, Oracle can provide one platform across all
touch points—online commerce, corporate sites, mobile, social, in-store, and
service. Oracle WebCenter facilitates an integrated customer experience that
will foster true “one-to-one” relationships.