Struggling to get started with digital experience? Here's a glossary of terms to know.
The various phases that content moves through, such as authoring, review, management, delivery, and archiving.
Content Management (CM or CMS)
The activity of acquiring, collecting, authoring/editing, tracking, accessing, and often delivering both structured and unstructured digital information - collectively "content". The content can include financial data, business records, customer service data, marketing information, images, video, or other types of digital information.
One area of Digital Transformation, Customer Experience is the sum of interactions that a customer has with an organization across all touchpoints and phases of the customer relationship with that organization.
This lifecycle view of a customer’s interactions with an organization is one way to develop a strategy for Digital Customer Experience.
Digital Customer Experience:
This term covers customer interactions on digital channels.
Digital Customer Experience Ecosystem:
These are the technology platforms and tools that take a customer through all phases of the Customer Journey including acquisition, purchase and loyalty.
A broad and evolving term, DX spans the range of experiences that people have with an organization's communications, products and processes on every digital touchpoint, from the web and mobile devices through wearables, beacons and facial recognition. All that information can be analyzed to give organizations a more complete sense of the customer's identity, relationships, intentions and sentiments as they interact with businesses — and either analyzed or acted on in real time. How companies deliver digital experience and customer experience are essential elements of future success — and will propel the best-in-class businesses.
Digital Transformation is the use of technology to improve business performance across operations, product development, communications and other functional areas.
Document Management (DM or IDM)
DM is highly similarly and overlaps with Content Management. Document management applies specifically to the management of discreet documents and images throughout their lifecycle. Typical functionality includes acquisition, organization, versioning, access control, and archiving.
Enterprise Content Management (ECM)
ECM is a broad term that means many different things to many different people. Typically EMC implies the acquisition and management of both structured and unstructured content that is dispersed across a number of different repositories, often described as "information silos". ECM technologies typically are capable of managing structured content, unstructured content, email, images, raw print data, and other digital assets. Increasingly ECM implies the ability to manage legal compliance with regards to privacy, content metadata, and records management.
Information Architecture (IA)
The blueprint that describes how information is organized and structured. It has been described as identifying and leveraging patterns in data that make would-be-complex sets of information, increasingly easier to understand.
Personalization is the science of altering content according to the preferences of a customer, client, or colleague. Personalization allows web sites to greet site visitors with content specific to their interests, preferences, or buying habits.
Web Content Management (WCM or WCMS)
WCM is the management of both structure and unstructured content that is delivered over the Internet, typically via a web site. Web Content Management includes content creation, site management, workflow, access control, and delivery. Many Enterprise Content Management (ECM) systems include WCM capabilities. Many Web Content Management systems aspire to ECM capabilities, but typically lack the ability to integrate with multiple repositories, acquire data directly, and/or ensure any sort of legal compliance.