Web 2.0 & CMS - The Path From Solutions Back To Needs
Customer Experience Management - It's Hard, But Not THAT Hard
1. It’s hard, but it’s not THAT hard…
Scott Liewehr, President and Principal Analyst
@sliewehr | @just_clarity
November 28, 2012
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2. 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…
You’ll hear a lot over the next 2 days
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14. 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).
Systems of
Create Engagement Create
efficiencies; effectiveness;
Host processes Touch people
Systems
of Record
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15. From To
Focus on Focus on consumer of
content content
Web Touch points of content
consumption
Software Comprehensive system
categories
Incidental to Central to business /
business THE point of business
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16. [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 From this…
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17. [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.
…to this
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18. IT is the Tom Sawyer of WCM
Source:
h4p://beinecke.library.yale.edu/dl_crosscollex/brbldl/
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