Jahia CEO Elie Auvray today outlined the company's vision for "unified customer experiences" at JahiaOne, the company's annual user conference.

He keyed on three elements — convergence, resilience, and commitment —, which Auvray described as concrete elements of the Jahia strategy. They have helped guide the company through one of its biggest years to date, he added.

From the release of Jahia 7 in early 2014 through Form Factory in December, Jahia has been making strides to free marketing teams from IT constraints.

Then in February, the Geneva, Switzerland-based open source content management system (CMS) vendor got a $22.5 million cash infusion from Invus, a New York City-based investment firm.

Seamless Experiences

Auvray said the goal is building excellent customer experiences across channels. About 40 percent of Jahia web traffic is now coming through mobile, rising to 60 percent in Asia.

“(User experience platforms) UXP has become critical infrastructure for enterprises. To achieve it you have to aggregate these capabilities [convergence, resilience, commitment]. They are key to a superlative digital experience,” he said.

Convergence is the driving force and the heart of the Jahia strategy, he said. You can't just decide what technologies are important to your customer experience: You have to pull them together.

Resilience implies sticking to the goal of customer experience, as Auvray said Jahia has from its inception.

Commitment to your client and giving them what you promised is essential, Auvray said.

Jahia Releases

Over the course of the two-day conference, Auvray and the Jahia team promise to give attendees a look under the hood of Jahia. They will also launch of Marketing Factory, as well as filling out the details of its Ethical WEM strategy.

Marketing Factory: Most of tomorrow will focus on this launch, which will offer users a new digital marketing personalization and optimization engine. With it, digital marketing teams will be able to collect, analyze and adapt to their digital customers’ expectations and behavior without help from IT.

Ethical WEM: This has been a hot topic early in the conference and focuses on giving Jahia users assurances of protecting their personal data.

Specifically, Jahia is contributing a protocol for the exchange of customer data between web servers to the Apache Foundation as an incubator project. Jahia's aim is to address web privacy issues in a 360 degree-with-privacy view of online customers.

In practical terms this means Commerce Factory, a product designed to offer “industrialize e-commerce through a combination of top-shelf content management and portal capabilities, then it is also designed to ensure that personal data that users provide to online sites, remains private. You need to build a culture of confidence [as part of your customer experience],“ Auvray said.

UXP Rises

Other speakers echoed Jahia's points.

Gene Phifer, a Gartner VP and distinguished analyst, talked about the importance of user experience. He pointed out that by 2017, more than half of research and development, along with customer service investments, would be directed at the customer.

What enterprises need to figure out, he said, is how to pull digital business, the Internet of Things and e-commerce together, as well as determine their impact on business processes.

Issues around privacy are already impacting on this, he said, as more and more information is being harvested from customers and pumped into enterprises. How enterprises manage this information is going to be a core part of customer experiences and how potential clients are going to interact with these enterprises.

“Companies that take too much information is just plain creepy,” he said.

This is only Generation One of these new technologies, and already enterprises are struggling with the amount of information that is being harvested. By Generation Two, unless they have taken proactive measures they’re going to be in trouble, he said.

For the truly digital enterprise, however, this is an opportunity. To make the most of these there is one question that your organization needs to decide — whether it sells products or experiences.

“Every touch point between your organization and your customers should be a top customer experience. If it doesn’t permeate the customer experience you will only be partially successful,” he said.

The result has been the emergence of a new position, the CCO (Chief Customer Officer), a new role that makes customers the focus of all attention.

Digital Pain

Piyush Patel, the newly appointed Jahia Alliances VP pointed out that integration of technologies is the main pain point in digital projects.

He said the new Jahia Unity Program, on the agenda tomorrow, aims to resolve this by offering Jahia clients collective and collaborative development to ensure that everyone gets the best out of innovations.

Patel also discussed Jahia's upcoming release of v7.1, which users will have the option to access through the Amazon Web Services Marketplace.

The cloud offering will be available with a number of Jahia add-ons that users can pick and choose according to their enterprise needs. There will also be a number of pricing schemes, including monthly and yearly subscriptions.

Patel said the cloud offering enables customers to scale quickly, sample a trial environment and gain a better understanding of the size of the cloud presence they need. “We are relentlessly working at transforming a siloed industry into a user-driven one, beyond technology constraints,” Patel said.

Simpler Media Group, 2015