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the Free CMSWire NewsletterFAQ: Which feature article this week caused the biggest stir?
Those seemingly innocuous, innocent FAQ pages tucked away in the bottom navigation bar of many websites provoked quite a bit of discussion this week from readers who did not lack for opinions.
Our experts also weighed in with thoughts on the millinery choices of content managers, suggestions for who should be your sweetheart this Valentine’s Day (hint: your customers), how big data and analytics can help shape CXM strategies, and what it takes to be a great employee in today's social businesses.
And oh, did somebody say SharePoint?
A Dozen Roses and Some Chocolates Should Do
Customer Experience Management: We Want to be Adored
Deb Lavoy (@deb_lavoy): Customer Experience Management (CXM) is the latest impossible to define, understand or implement concept coming at the enterprise. We think it might have something to do with Marketing or Customer Support or Metrics. It is owned by the CMO or maybe the COO or IT or Sales. Oh – it’s a corporate-wide initiative. We love those. We have maturity models, so it must be important, and tantalizingly, some organizations are very successful with it.
But what is it? And how do we get a grip on this swirl of a (dare I say wicked?) problem? How do we organize our thoughts and our actions around it to reach that green light at the end of the dock, the customer experience that customers love.
The Seven Hats Content Managers Will Wear in 2012
Carrielle Somers: It’s 2012, and the world is literally at our fingertips thanks to PCs, smartphones and tablets. And the widespread use of mobile devices isn’t slowing down anytime soon. This opens up a rapidly increasing number of opportunities for companies to connect with users.
Add the growing influence of social media, and companies now have to develop and present online experiences that incorporate device, location and social media profiles, to name a few! For the content manager, this means pressure to specialize in all aspects of content creation, management, security and more in order to meet today’s user demands.
Exactly how many hats must they wear in order to be successful?
Content Strategy: Don’t Ditch Your FAQ page
Ahava Leibtag (@ahaval): This is my first column of 2012 and I’m going to start the year by being controversial.
The proverbial notion within content strategy is to vehemently protest the existence of a FAQ page on a website. Further, the FAQ page is the first page abolished during a migration and redesign. There’s a certain amount of snobbishness that goes along with this advice: “Do they have a FAQ page?” Sniff, sniff. Roll of the eyes.
Actually, I would say that content strategists recommending the abolishment of a FAQ page is the very action we always accuse our clients of doing: inside/out thinking. Instead of focusing on user needs, we prioritize content based on what we would like to see happen.
Or Maybe Take Them Out on a Big Data?
Big Data: The Missing Link for Customer Experience Management?
Darren Guarnaccia (@dguarnaccia): 2011 was an amazing year, filled with innovation, and chaotic, disruptive changes to the digital marketing world. We saw the Web Engagement and Web Content Management markets embrace their many other sibling channels, and evolve into the Customer Experience Management (CXM) market.
At the same time, we’ve seen the emergence of big data, and the dream of being able to harness all of this amazing data to truly understand our customers. Today’s analytics compress their collected data into summary statistics to save space. Big data is the promise of retaining this beautifully detailed data, and helping us plumb its depths to better engage and interact with our customers, even in real-time.
The Digital Marketing Platform: The Future of CXM
David Nickelson (@DrDNickelson): 2011 was dominated by the trend of convergence ; more than one WCM platform began the transition from digital content management tool to customer engagement and marketing platform by improving the analytic and personalization capabilities of its offerings. These efforts are a step in the right direction. Content will forever be the “meat” in the marketing sandwich, so building out from this center only makes good sense. However, even this new breed of Web CMSs have a long way to go before they singularly provide the tools and functionality that savvy, enterprise-scale marketing and IT teams are demanding right now. To meet those needs, the biggest trend of 2012 is likely to be the emergence of digital marketing platforms via the integration of existing enterprise software tools.
Localization is the Lynchpin for CXM
Rob Vandenberg (@robvandenberg): 2012 is poised to be the year of the customer. During lean economic times, every consumer is looking for ways to not only stretch the budget, but expecting to feel like every dollar spent delivers high value. Companies will be wise to develop strategies which yield the end result of customers feeling like they are amply receiving everything they paid for. In the end, there is only real strategy when it comes to customer experience management: giving the customers what they want.
Open communication and other elements may play some role in customer satisfaction, but a customer who does not receive what they pay for will go elsewhere to obtain it. That being said, not every customer is like the next, though they can be separated into some broad categories such as domestic and international. International customers have a single, overwhelming request.
The New Google Analytics: Visitor Flow Report
Bob Clary (@webucator): As a follow-up to my previous article, Overview: The 'New' Google Analytics Platform, I'm providing a series of articles that dive into each of the platform's new components in more detail. For this article, I'm going to spend some time going through the Visitor Flow Report, a feature that can help you assess website engagement.
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