Tag: digital experience management

How Digital Experience Management Differs from Content Management

Posted by on October 12, 2017

186-1000

When considering Digital Experience Management and Content Management, it’s best to have a concrete definition of both terms to fully understand how they differ.

What is digital experience?

Digital experience includes a number of things, including communications, processes and products from every digital aspect that engages an audience. This includes wearables, use of the web and mobile devices, beacons and recognition. The information gathered is analyzed to provide insight into customer relationships, identity, and intentions as they interact with businesses and organizations. This helps determine how companies deliver these digital experiences for their customers for future success.

What is content management?

Content management is also known as CM or CMS. It involves the collection, acquisition, editing, tracking, access and delivery of both structured and unstructured digital information. This content includes business records, financial data, customer service data, images, video, marketing information and other digital information.

With content management, you create and manage content, finding ways to generate awareness across multiple channels to reach more people. While having content is good, it’s more about offering the entire “experience” to the user that will give them more enhanced, enriched engagement. Content Management Systems have continuously evolved, integrating contextual digital experiences. This requires a comprehensive and effective strategy, the right tools, the right approach, and most of all, the right technology. An optimal digital experience embraces all these elements to provide personalized, responsive, and consistent experiences for every user you engage.

How is this done?

Digital experience (DX) management works in conjunction with content management, but is more comprehensive and fulfilling to the user. Think about the different outlets that engage customers – websites, social media, microsites, text messages, mobile apps and more. All these elements offer a complete digital experience. The processes and technology that provide these customized, consistent experiences is the management of it all.

One of the best ways they differ is that in digital experience management, the distribution channels all have objectives to follow and limitations. These help drive specific requirements for content and how to manage it. For instance, your tone and CTA will be different based on the digital platform you use. Additionally, when interacting with content, users want personalized experiences based on analytics you have determined appropriate for that channel. This allows them to seamlessly interact within that experience.

Web publishing used to be the first line of engagement, but not anymore There are too many channels users interact with that require ways in which publishers can gather feedback to quickly adjust their content. Without this management model in place, the system will not work.

Tools of the trade

There are a number of tools and systems to manage the digital experience. There are options for advanced analytics, to enhanced marketing tools that manage content based on channel. There’s also an emerging breed of Digital Experience Platforms (DXP), which provide businesses with an architecture for delivering consistent and connected customer experiences across channels, while gathering valuable insight and digitizing business operations.

When you have systems that work well together, being able to track successes becomes easier. When determining which tools will work best, you may want to start with product mapping. As a basis, the digital experience tool should include a combination of inbound marketing automation, analytics, and content management. Getting a system developed to meet all your needs is key.

As different avenues of engagement now drive the customer experience rather than the web, delivering a comprehensive and holistic experience is key. The digital experience is more complete, diverse and authentic – future thinking, while integrating content is how it should be done.

Creating a Successful Multi-channel Customer Experience

Posted by on February 11, 2016

puzzle-peices-customer

Forrester has coined the term Age of the Customer to describe today’s customer-centric era. To succeed, businesses must not only undergo a digital transformation, but to also do so with their customers’ needs in mind.

The modern consumer’s demands are ever increasing, they want the convenience of researching and comparing products online, and they want that information to be delivered on their terms. They also want options, with the ability to choose when, where, and how they interact with your brand.

Meanwhile, the digital landscape is ever changing, with the number of touchpoints on the rise, and each interaction with your brand is a piece of the overall experience. The key to a successful multi-channel approach is to put users at the center of your digital strategy and offer them a consistent experience throughout the entire journey that may span across multiple channels in a single transaction.

However, that consistent multi-channel experience also needs to be contextual, to serve up relevant content that enable users to more effectively perform tasks based on different scenarios they may be in. For example, a banking desktop site might show the user’s account summary after they log in, whereas its mobile app might want to show nearby branch locations.

Your technology needs to simplify this otherwise complex process, through a flexible solution that’s able to serve up that seamless experience for your users – they need to be able to switch from a desktop site to mobile app, and be able to pick up exactly where they left off.

To accomplish this, businesses need a flexible Multi-channel Content Management solution that can effectively engage a variety of audience groups across all applications, devices, and channels.

Rivet Logic’s Multi-channel Content Management solution is a seamless integration of Crafter CMS and Alfresco, enabling businesses to create and manage all content types through a user-friendly authoring tool, then publish to any or all channels and formats in a single step!

multi-channel-cm-arch-diagram

The solution leverages Alfresco for its powerful content management capabilities and Crafter CMS for its modern platform for building and managing rich online experiences across all digital channels. The result is a solution that allows you to create engaging, two-way conversations with your users to enable that personalized interaction with your brand!

Learn more about how you can benefit from a Multi-channel Content Management solution in our datasheet.

11 Reasons Why You Should Upgrade to Liferay 6.2

Posted by on May 28, 2014

A few months ago, Liferay released the latest version of their portal, version 6.2. This version delivers enhanced usability and provides a comprehensive platform for building intuitive, engaging digital experiences for both employee-facing and customer-facing applications. While previous versions of Liferay had primarily focused on backend enhancements, version 6.2 turns the spotlight on the user experience, a crucial capability that many organizations seek in today’s era of customer and employee engagement.

Liferay Portal 6.2’s feature enhancements can be broken into two categories: 1) Usability and Administration, and 2) Development. Usability and Administration enhancements would primarily benefit organizational employees and end users. Development enhancements, on the other hand, would provide extra flexibility for developers, enabling them to be more creative when it comes to customizations and new portlet development efforts, resulting in faster time to market and better efficiency for bug fixes. In short, Liferay 6.2’s wide variety of new features has many organizational benefits across the board.

With everything that Liferay 6.2 has to offer, we highly encourage an upgrade, and have compiled a list of the 11 most useful new features in a white paper. The most talked about and anticipated new feature in Liferay 6.2 is undoubtedly its enhancement for mobile support, which by itself is enough reason to upgrade. However, the rest of the features in this list will also positively impact organizational users, administrators, and developers in various ways, helping to make a stronger case for an upgrade.

To download the full white paper, click here.

What’s in Store for Digital Experience Management in 2014

Posted by on January 13, 2014

2014 is here in full swing, and promises to be an exciting year as the web continues to evolve and new products and trends continue to disrupt the industry.

In 2013, we saw the continued rise of mobile and the age of the customer, where enterprises worldwide re-evaluated strategies to optimally engage with their customers in this digital era. As mobile devices continue to proliferate and have become the new norm, consumers have increasingly higher expectations of the right content delivered to them when and how they want it, resulting in customer experience management skyrocketing to the top of every organization’s priority list.

However, experience management doesn’t just apply to customers, but instead extends to include all organizational stakeholders – customers, employees, partners, etc. We also saw organizations take a closer look internally and focus their efforts on employee community building. Realizing that workplace environments are changing, with a greater need for enterprise collaboration now than ever before, companies are implementing social intranet solutions that offer dynamic and social environments to facilitate community and collaboration.

In addition, many organizations are also building web-based social communities for their external stakeholders for further engagement to improve customer relations and build brand loyalty.

Tackling these daunting digital experience management tasks require careful planning and execution. Organizations need to first determine their business strategies and goals and take the time to really understand their audience to formulate the right messaging. A well thought out strategy sets the right foundation to build your systems – customer experience management, social intranet, customer portal, etc. – upon. The technology should be an enabler of your goals and facilitate your business users to effectively carry out your business objectives.

At Rivet Logic, we believe that software should be agile systems that can easily be customized to fit each organization’s unique needs. There’s no one-size-fits-all tool, and your underlying system must be flexible and developer friendly to allow various customizations and integrations with other existing enterprise applications. In addition, your system must be user friendly for business users. As we’ve seen over the past few years, there’s been a shift from IT to Marketing as Marketing’s responsibilities have expanded to include multi-channel web content management, customer experience management, and more. The tools we employ must be easy to use for non-technical business users.

In 2014 we’ll continue to see these trends evolve. Organizations will continue to put a large emphasis on customer experience management and creating a seamless omni-channel experience as mobile continues to grow. Businesses will also focus more on big data. The explosive growth of social media and mobile devices has generated an enormous amount of user behavioral data that can be harnessed to provide organizations with valuable insight on how to better address the needs of their customers and employees.