Customer Experience Advice from the Experts: Managing a Content, Commerce & Community Collision

6 minute read
Chelsi Nakano avatar

Waving farewell to our month of Content, Commerce and Community (a.k.a. the three C's of CXM) is sad, but our experts have gone out with a bang. Read on for tips on how to improve the digital customer experience, busting CRM myths and mobile pitfalls to avoid. 

Customer Experience: Where Content, Commerce & Community Collide

Kevin Carlson (@ecomvagabond): Three major components of today's customer experience management efforts are the three "C's": Content, Community and Commerce. It goes without saying that all three are important for success in today's world of online commerce, but all too many implementations are ineffective because they ignore an unspoken, and perhaps the most important "C", the Convergence of each of these key areas.

Where each of the primary C's overlap, there is great opportunity for synergies to be created that drive customer behavior, increase conversions and build brand confidence. In order to properly achieve these overlap synergies, it is important to understand the context of the overlap and how to properly leverage each in a unique manner to enhance customer experience.

3 Ways to Use Content to Improve the Online Customer Experience

Brad Tuckman: Retailers are quickly learning the power of adding content like rich media to websites, but they aren’t the only ones catching on. Videos and 360◦ product photography has worked its way onto e-commerce websites, and consumers are now expecting them when they shop. Quality content can not only be a powerful sales tool for your website, but also a way to significantly improve the online customer experience. Here are three ways to use content on your retail websites.

Exploding 3 Social CRM Myths that Paralyze Business Leaders

Chris Bucholtz (@bucholtz): In MarketingSherpa’s recent social marketing benchmark survey, 38 percent of marketers responded that they have not yet begun planning a social CRM initiative. So what’s holding them back?

Most business leaders are well aware of the power of social media and the communication revolution that it represents. It gives businesses a new ability to forge deeper relationships with customers and to do so in a resource-effective manner.

But, like anything that’s done in public (or at least semi-public), it holds pitfalls. Do something inappropriate or insensitive and many people will see it and hold you accountable for it.

CXM Research: The Social Customer Experience Maturity Model

Billy Cripe (@billycripe): For all the exclamations around social media for business, one thing is certain: Business forays into social media are pointless if business is not doing anything to turn friends, fans and followers into evangelists and customers.

Businesses may think that they’re doing this when they hire a fresh-from-college “community manager” or give social media outreach to a summer intern. Unfortunately, hope and an intern is a very poor social business strategy. Much of this stems from a technology focus rather than a social engagement focus. This is understandable even though it is wrong.

But theory is one thing. Practice is another. So here at BloomThink we conducted some independent research into the consumer engagement patterns of one high-touch industry: the cruise industry. We looked specifically at Twitter and Facebook fans and followers of six large cruise companies between December 2010 and October 2011. We also looked closely at the Twitter interactions that the cruise companies had with their customers.

Mobile Content Strategy: 5 Pitfalls to Avoid

Ahava Leibtag (@ahaval): If you’re working on a mobile content strategy, then you are probably holding your head in your hands. Maybe you’ve got a target hanging on the wall and are banging your head against it. The changing landscape in mobile leads to frustration for all of us. However anxious you may feel, there are five major pitfalls you need to avoid when creating a mobile strategy.

Learning Opportunities

CXM: Bridge Content, Commerce and Community with Taxonomy

David Hillis (@davidhillis): There is a saying in the software industry that goes, “Choose two: fast, cheap, or good.” The same can be said of content, commerce and community — otherwise known as the three C’s of web experience. It’s difficult to make two of these elements work together; three is a herculean task. But it doesn’t have to be.

The problem is that content, commerce and community are generally managed in different systems. Content is the domain of the web content management system, commerce is managed in an e-commerce platform or ERP, and community requires a social business or community platform. Moreover, each of the three C’s has a distinct workflow. A website visitor writing a social review is very different from a web marketer creating a web page, or an e-commerce transaction with fulfillment.

Yet, there is only one customer experience, and content, commerce and community need to be seamlessly woven into that experience. The best way to achieve this is with taxonomy. Taxonomy is the common thread that can make content more discoverable, apply social reviews and content across the website, and drive commerce and transactions on a site.

Digital Asset Management: Bridging the Marketing and B2B Sales Groups

Edward Smith (@damgeek): For most of the companies I’ve worked with, the Marketing Communications department is often the group to spearhead DAM within the organization. DAM is a no brainer for MarCom because staff benefits by quickly finding and reusing rich media for ads, graphic design, web, packaging and other communication projects. Some MarCom departments limit use of DAM to department staff only, but others further increase efficiency by enabling catalog access to the Sales Department.

When Sales has self-service access to collateral in the DAM, customers get information faster and sales close sooner. MarCom benefits by spending less time responding to requests from Sales for images and documents. In addition to sales material for customers, DAM can also be used to distribute information specifically for Sales such as product information sheets and sales training materials.

Before DAM, providing Sales with direct access to MarCom files can be problematic. If a salesperson is focused on making the sale, things like brand guidelines, file formats, expiration dates, copyright and usage terms may not be their highest priority. Inconsistent branding, outdated materials, quality issues and legal liability can result when someone unfamiliar with a digital asset catalog has carte blanche access to brand materials. For competitive reasons, you also want to restrict certain materials to qualified prospects or vetted partners, like information on an unreleased product.

Due to the reasons above, MarCom is often reluctant to provide direct access and often becomes the gatekeeper. However, with DAM here are some ideas/ways MarCom can allow some direct access while maintaining control over the catalog and branding.


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