Transcript Develop a Web Experience Management Strategy Sample

Develop a Web Experience Management
Strategy
Your web presence is your organization’s face to the world: support it with best-in-class tools
and technologies for Web Experience Management.
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ANALYST PERSPECTIVE
Your website is your organization’s face to the world. Are you providing Marketing
with the right technology stack to support it?
Consumer demands for a world-class web experience are higher than
they’ve ever been. Despite the importance of the web as a critical
customer interaction channel, many IT departments are failing to
provide their marketing counterparts with the tools and technology
they need to create a best-in-class web experience. Organizations need
to undertake a comprehensive internal and external scan that
evaluates customer personas and competitive capabilities when
formulating a strategy for their web experience management
platform.
This research will give you a systematic methodology for building a
web experience platform strategy that relates strategic requirements
to a rigorous environmental analysis.
Ben Dickie,
Senior Manager, Enterprise Applications
Info-Tech Research Group
Info-Tech Research Group
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Our understanding of the problem
This Research is
Is Designed For:
This Research Will Help You:
 IT managers involved in creating a technology
 Understand key market trends including what's
enablement strategy for web experience
management.
new and the feature sets offered by WEM
vendors.
 Business managers who are looking to draft a
 Create an analysis-supported strategy for a
game plan for using technology to enhance
their organization’s web presence.
WEM platform to facilitate website content
deployment, provide superior customer
experience, and give Marketing the tools it
requires.
 Organizations that want to use their website as
a platform for improving web user
engagement, customer service, and sales.
 Draft an initiatives roadmap for improving the
organization’s web experience management.
This Research Will Also
Assist:
Assist:
This Research Will Help You:
Them:
 Work in tandem to create a consistent
 Deploy a WEM platform and execute initiatives
framework for successfully managing the
company’s web presence.
 Determine if the existing systems, strategies,
and procedures are appropriate for the
enterprise web strategy.
 Create a project strategy that is consistent with
governance and program management best
practices.
that will strengthen the web-facing customer
experience, improving customer satisfaction
and unlocking new revenue opportunities.
 Avoid making unnecessary new WEM
investments.
 Make informed decisions about the types of
technologies and initiatives that are necessary
to support WEM.
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Executive summary
Situation
• Web Experience Management (WEM) solutions have emerged as
applications that provide marketers and other customer experience
professionals with a complete set of tools for web content management,
delivery, campaign execution, and site analytics. However, many
organizations are unsure how to leverage these new technologies to
enhance their customer interaction strategy.
Complication
• WEM solutions have tremendous capability, but few organizations think
strategically about drafting a formal strategy for WEM. It’s very easy to
overbuy an expensive solution that is inappropriate for both IT and
Marketing.
• Furthermore, WEM solutions must exist alongside of other content
management tools and sales and marketing solutions.
Info-Tech Insight
WEM solutions can save time and increase
revenue.
The biggest benefits of WEM are to IT. They remove IT
from the common task of creating and shepherding
web content. WEM also provides benefits by giving
web visitors a better experience – leveraging tools
such as web analytics gives the customer a tailored
experience. Marketing can then monitor their behavior
and use this information to warm leads.
Don’t overbuy.
WEM vendors are increasingly selling to the marketing
department. The products are incredibly appealing, but
be realistic. Ask: can the enterprise actually deploy and
use this kind of technology?
Review functional overlaps.
The functionality of WEM solutions is converging with
that of other tools like social media management and
market automation. Review the entire portfolio.
Resolution
• Every enterprise with a website needs to consider a WEM solution. It is important to have a defined strategy for web
experience management to address how different customer personas interact with the website. This also includes
conducting internal and external environmental scans and articulating strategic requirements for the organization’s goals.
• Make the case for WEM and determine how it interacts with other solutions for marketing automation, lead management,
and email marketing.
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Web experience management overview
Our
Definition
Web Experience Management (WEM) suites (platforms) are applications that provide marketers and
other customer experience professionals with a complete set of tools for web content management,
delivery, campaign execution, and site analytics. These suites are often tightly integrated to broader
marketing management suites, content management systems, and customer relationship management
products.
What It Does and How It Works
• A web experience management suite provides several key capabilities,
including but not limited to:
o Web Content Management and Curation
o Site Templates
o Web Campaign Management
o E-Commerce Support or Integration
o Comprehensive Web Analytics
o Basic Social Media Integration
o Mobile Support (i.e. Responsive Design)
o Multimedia Support (i.e. Embedded Video)
• A WEM suite provides a host of native capabilities, but many
organizations elect to tightly integrate their WEM solution with other
parts of their customer experience ecosystem to provide a 360-degree
view of their customers.
In the era of connected and informed customers, having an intuitive and consistent web presence isn’t a
nice-to-have … it’s make or break for many businesses. A WEM suite can help you better design and
manage your organization’s end-to-end web presence to drive increased customer acquisition and
engagement.
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Web experience management suites are a crucial piece of the
broader customer experience management ecosystem
Customer Experience Management (CXM)
Web Experience
Management Suites
(You are here)
E-Commerce
Solutions/Point of
Sales Solutions
Marketing
Management Suites
Customer
Relationship
Management
Platform
Web experience management
suites are one piece of the
overall customer experience
management ecosystem,
alongside core CRM
platforms and adjacent point
solutions for sales, marketing,
and customer service. Review
Info-Tech’s CXM blueprints to
build a complete, end-to-end
customer interaction solution
portfolio that encompasses
WEM alongside other critical
components.
Channel (i.e. Social
Media) Management
Tools
Customer Service
Management Suites
Customer Intelligence
Platforms
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Web experience management is evolving away from basic
websites to meet the broader web needs of marketing
Four quadrants map to different demands for WEM.
and devices.
 Integration of multiple data sources.
 Targeted content for specific customers.
 Delivery to global clients requiring
localized content.
high
Online
Campaign
Marketing
low
Marketing Demands
 Delivery of content to different channels
Enterprise
Web Experience
Management (WEM)
Basic websites
Brochure-ware
low
Adapted from:
Coremedia.com
high
IT Complexity
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Marketing experience management solutions tend to focus
either on pure experience or on content management
Increasing marketing demands and IT complexity feed the need for broader web experience
management solutions … traditional WCM is evolving to incorporate WEM functionality.
high
Online
Campaign
Marketing
Enterprise Web Experience
Management
Marketing
Automation
Email Marketing
Basic websites
Brochure-ware
low
Marketing Demands
Social Media
Management
Enterprise Web Content
Management
CRM
Content
Repository
low
Adapted from:
Coremedia.com
• Web Content
Management (WCM)
solutions focus
primarily on the
creation and
management of
websites. Ultimately,
WCM is about IT
efficiency.
• Web Experience
Management is about
the support of
advanced use cases
and integration with
marketing demands.
WEM is a Marketing
solution.
high
IT Complexity
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Organizations across all maturity levels can realize the
benefits of a WEM platform
Organizations across the
board are using digital to
improve efficiency and the
customer experience, but
higher-maturity
organizations differentiate
themselves by using digital to
transform their business,
allowing them to move ahead
of the competition.
Organizations in the early or
developing maturity stages diverge
on how they view the main
objective of a WEM suite. As they
mature there is a greater
understanding of how versatile the
role of a WEM is for the business.
Source: MIT Sloan Management Review in conjunction with
Deloitte, 2015
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Adopt a WEM suite to realize multiple benefits for web-centric
processes on both sides of the IT and business coin
WEM solutions can integrate business strategies, marketing processes, and content management solutions across
all stages of the customer lifecycle. This enables marketers to track leads from initial inquiry to sale, providing a closed loop
reporting mechanism for marketing activities and enabling campaign ROI measurement.
Time Savings
 Decrease time to
deploy new content or
execute web-centric
marketing campaigns.
Business
Value
 Improve efficiency of
lead acquisition
activities originating
from web channels.
 Increase resourcing
options.
IT Value
Additional Revenue
Generation
 Higher campaign
response rates and
customer clickthrough; less bounce.
 Stronger e-commerce
integration.
 Broaden reach
through social and
multimedia content
deployment.
 Reduce reliance on IT
 Saved IT resources
for routine tasks such
as A/B testing,
webpage coding, and
data cleansing.
are now placed in
sectors of the
business where the
ROI is of greatest
value.
Integration
Efficiencies
Better Reports and
Analytics
 System integration
 Track, measure, and
feeds web-centric
data into dashboards
in other platforms (i.e.
CRM).
prove the value of
web-centric marketing
activities.
 Integrations with other
content-generating
systems can
streamline content
production.
 Improves the value
delivered to the
business via
integration with other
customer experience
management
applications.
 Understand which
content (collateral and
copy) is performing
best with different
audience segments.
 Reduces need for
constant
customization on
status reports on lead
value and campaign
success.
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Customers will pay more for the experience they want
86%
of buyers will pay more
for a better customer
experience.
yet...
1%
of customers feel that
vendors consistently
meet their expectations.
(Sprinklr, 2015)
A dedicated WEM platform will address the fundamental issue –
customer experience. Giving customers a better experience will
directly affect your bottom line through overall customer
satisfaction and retention.
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