In this third and final installment of our Keys to DX Summit preview, in advance of our upcoming conference in Chicago tomorrow through Wednesday at the W Hotel City Center downtown, we focus on the topic we say we’re focused on all the time.
In Part 1 of this series, I talked about the need to align the organization’s customer strategy with its technology strategy. Then in Part 2, I brought up the question of whether organizations need to rethink their entire corporate culture, before adopting the types of customer strategies we like to dream about.
For Part 3, we need to take a sharper look at what we think we mean, when we say we’re “obsessed,” or otherwise well occupied, with digital experience. Specifically, we should question whether our concept of DX is defined for us by the platforms we use, or by the strategies we adopt.
It matters, because we have more control over the latter.
57 Channels and Nothin’ On
By now, you’re familiar with, and have possibly professed to other folks in your organization, the basic principle of an “omnichannel strategy.” You want to reach your customers on whatever devices they may happen to be using, wherever they’re using them.
If your intent is to articulate a customer outreach strategy that will persist in your organization long after we’re all gone, then we need to sincerely and completely rethink what that actually means.
The technology platforms with which we reach customers today are all much more temporary than their practitioners and vendors would have you believe. At the greatest risk of obsolescence in the near future is the Web browser experience.
Just so we’re clear about this, I’m not referring to the web as a whole, or certainly the broader Internet as a whole, or to web technologies like HTTP or HTTP/2 or HTML5. It’s the idea of launching Internet Explorer, Chrome, Firefox, Safari or Opera (yes, that’s a browser too), then typing something into Google to find something you’re looking for and ending up reading something else instead.
As he stated in a blog post earlier this month, former technology editor for The Guardian Charles Arthur watched a presentation from Google at a recent Re/Code conference, and did the math. Comparing the number of mobile searches Google said it transacts in a day, against the (estimated) number of mobile devices capable of performing these searches, Arthur concluded that the average mobile user conducts less than one search per day.
Assuming Google’s numbers are accurate and Arthur’s calculator wasn’t in need of batteries, then either mobile users everywhere tend not to use their Web browsers at all, or for every 9 people who use their mobile browsers vociferously, there are 10 who don’t touch it.
If your customer outreach strategy is based on keywords and SEO, that bell you hear tolling is for you.
We’ve Got Every Channel Covered
Tuesday morning at 9:45 a.m. Central Time at DX Summit, I’ll moderate a panel featuring two key players in the content technology space, plus two of the brightest analysts studying this field. Jahia CEO Elie Auvray will represent the open source side of content management, while Oracle VP Mike Strutton — fresh from an appearance in Tokyo at OpenStack Summit — will represent the all-in-one approach to covering social outreach with cloud dynamics.
They’ll be joined by The Real Story Group’s Tony Byrne — one of CMSWire’s best friends since its inception — and ICF International Chief Revenue Officer Andy Peebler, whose firm provides expert strategy and policy guidance for the world’s most renowned institutions.
Monday afternoon at 2 p.m. CT, Earley Information Science founder and CEO Seth Earley and Experis Practice Leader for Global Content Solutions Steve Walker present a comprehensive, three-hour workshop that will teach you how to craft a digital maturity model for your company.
At a recent Earley Executive Roundtable, Seth Earley explained that organizations might have already drawn up a roadmap for how it intends to continue engaging with a customer through her customer lifecycle. A maturity model, he said, gives organizations a starting point for that roadmap.
There are five stages in Earley’s general maturity model.
“For a typical enterprise, it can take a year or more to go from one maturity stage to another,” Earley said in his webcast. “It depends on a lot of things, but the point here is, do you have what you need to get there?
“You have this future state; you’re saying, ‘Here’s how I want to engage my customer at each stage of their lifecycle; here’s how I’m going to use different tools... Well, do I have the necessary ingredients? Processes? Technology? Governance structures? Resources?”
The meanings of all these questions Seth Earley would have you ask yourself and your organization, change dramatically once you realize that the tools and technologies are on their own evolutionary lifecycle. And customers may have accelerated the end-of-life for more than a few of them already.
Wednesday afternoon at 3:45 p.m. CT, ICF Interactive Director of Marketing Fred Faulkner IV speaks to the topic of how mobile methodologies are changing the design of online customer outreach.
In a recent post on LinkedIn Pulse entitled, “Knowing the True Purpose of Your Website,” Faulkner wrote, “The convenience of how you enable your visitors to become engaged with you is how you win your visitors over.
“Is your site enabled for all the devices they may visit you on? Do you have the right use cases for each device well defined? Does your website still communicate your purpose as well as facilitate the transaction for why your visitors come to your site?”
Faulkner suggests you consider these questions before you go giving your site a new paint job, and thinking that’s a modernization of your outreach strategy.
This will be my last plea for you to join us this week in Chicago. We promise you’ll have an amazing and enlightening time, with people who will talk to you and not over you or beneath you.
Our goal is to be uplifting, outspoken, inclusive and overloaded. And downtown, too, in Chicago. I’ll see you there.