Most businesses seem to understand it's important to create a consistent, multichannel digital presence — at least if the goal is to attract and retain customers. But that's easier said than done.
As the folks at OpenText explain, "The challenge is to extract value from managed content, optimize and personalize that content delivery and bridge the chaotic interactive world with the secure data repositories that reside behind the firewall." And don't forget to deliver these compelling and engaging experiences while adhering to all your established information governance policies and standards, OK?
No wonder why so many customer experience objectives fall flat — and why companies like OpenText are creating new solutions for delivering relevant, interactive experiences on screens of all sizes.
What's it All About?
On March 31, OpenText is launching Experience Suite 10.5, a comprehensive customer experience management (CEM) platform to help organizations create compelling and unified experiences across all digital channels. The company is unveiling the product today in London.
Marci Maddox, senior director of product marketing at OpenText, said the key features include omnichannel publishing, adaptive media and content management, restful API for application development, common user interface and content integration and orchestrated information flows.
She called it "the only offering on the market" that brings together "a leading digital asset management system, a leading customer communication management system for invoicing or interactive correspondence, a leading web content management system to present the dashboards, web pages and personalized journeys all with a strong archive and information governance system supporting it."
"Experience Suite accelerates time to market," Maddox said. "It accelerates collaborative media curation, creation and personalization, and enables enterprises to ensure that each user gets the best and most consistent experience at every point of interaction."
It also provides rapid experience design tools to create and manage content delivered to web, social, mobile and print destinations. As Maddox explained, it helps organizations manage media web and social assets, especially through integration with a new Tempo release, which adds social and sharing capabilities.
The Tempo upgrades, announced in early February, are intended to provide users a way to increase business productivity through secure social collaboration. They help move Tempo — essentially a collaboration application — into something that covers all the bases of enterprise collaboration, including enterprise file synchronization and sharing.
"Experience Suite has helped customers including Hasbro, Wells Fargo and Sysco transformed how they reach their customers, how they work with their ecosystem and how they empower their employees," Maddox said.
Red Oxygen Connection
Experience Suite is one of the components of OpenText's Project Red Oxygen, which it unveiled at OpenWorld in Florida in November. If OpenText manages to pull it off, it will give new meaning to the company's claim that it is the only EIM company that can provide enterprises with a completely integrated information management product line.
Red Oxygen will pull five of OpenText’s integrated product suites (Experience, Content, Process, Information Exchange and Discovery) closer together — meaning organizations won’t have to look further than OpenText to meet their enterprise IT needs.
The Wow Factor
What feature is most likely to capture the imaginations of potential customers? Maddox said it's the economy and simplicity of a single platform that does it all. She explained:
The cost to build, operate and support digital Customer experiences is quite high, with most costs going into custom integrations of bespoke products. The Experience Suite provides an integrated end-to-end solution that minimizes ongoing integration expense and accelerates time to market for strategic digital experience initiatives. For example, OpenText is providing a single management interface for rich media that fuels the personalization of the interaction between an organization and its audience; consistent, visual and adaptive content delivered to any device at the moment the user wants to be engaged."
OpenText is "aligning the digital marketing solution with digital supply chain management of information" addressing the B2B and the B2C scenarios, she said. "B2B organizations are looking to build their brand value with the end consumer, even if they are not offering their products or services to the use directly," she explained.