Scott Liewehr, President and Principal Analyst

@sliewehr | @just_clarity

November 28, 2012

It’s hard, but it’s not THAT hard…

1  

Blah blah blah blah mobile blah blah blah blah blah Big Data blah blah blah blah blah CMO is the new CIO blah blah blah blah blah blah blah blah blah measurement blah blah blah blah cross-channel blah blah blah personalization blah blah blah blah social…

2  

You’ll hear a lot over the next 2 days

3  

Be your own filter

4  

You can be this…

5  

…or this

6  

But never this…

7  

Customer Experience

8  

A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…

9  

10  

Great, another acronym…

CXM

or [my preference]

CEM 11  

12  

13  

Evolution of WCM

Recently, Geoffrey Moore suggested a different way of looking at the creation, optimization, and delivery of content with his notion of Systems of Engagement (SoE).

14  

Systems of Record

Systems of Engagement Create

effectiveness; Touch people

Create efficiencies; Host processes

15  

Focus on content

Web

Software categories

Incidental to business

From

Focus on consumer of content

Touch points of content consumption

Comprehensive system

Central to business / THE point of business

To

[WCM Product] offers a cost-effective Web content management application for Web sites...allowing anytime, anywhere publishing. Business users are empowered to update the Web pages that are assigned to them. No knowledge of HTML is necessary. It is designed for ease of use by nontechnical business users who create content, allowing site administrators to control all aspects of the system, including the look and feel and user privileges. 2002

16  

From this…

[Re-named WCM Product] enables companies to acquire more customers and deliver consistent, relevant content across all digital channels in a way that can be measured and optimized to achieve business results.

17  

…to this

18  

Source:  h4p://beinecke.library.yale.edu/dl_crosscollex/brbldl/  

IT is the Tom Sawyer of WCM

19  

Not everyone has learned the tricks

20  

So what is engagement…

21  

“Engagement occurs when a consumer interacts with a brand, and elects to invest in it physically, financially or emotionally.”

22  

Most valued currency on the web

23  

Brands that view the consumer empowerment phenomenon as an opportunity will win.

24  

Engagement is complex

25  

Sources of complexity:

1. It’s personal

Understanding where your audience is on the engagement journey is a critical business asset

26  

27  

Sources of complexity:

2. Cumulative

The biggest risk to engagement is the failure of a single interaction.

29  

Sources of complexity:

3. Technology-driven

30  

But, a trail has been blazed

31  

But, I’m B2B, so it doesn’t apply

32  

33  

How in the world…?

34  

What experience you trying to create?

35  

6 things brand must do…

36  

1. Be open

37  

2. Be a good listener

38  

3. Be prepared

39  

4. Be knowledgeable

40  

5. Be consistent

41  

6. Be relevant

42  

The bar is set high…

43  

…but you have all the tools you need

44  

Remember: Adaptability is the new competitive advantage.

45  

Scott Liewehr | @sliewehr | sliewehr@digitalclaritygroup.com

Thank you