NOT BY A LONG SHOT
Your content strategists, designers, developers, and integrators are focused on the one goal: provide the best possible customer experience, no matter the delivery platform. Not an easy feat to accomplish, not by a long shot.
Customer experience is about personalizing and customizing the content across a myriad of mobile devices at different touch points in the customer engagement cycle. Customer experience—the front end—is only part of the equation, specifically, the goal. The other part of the equation that helps achieve that goal is the back end—content management.
BEYOND WHAT WAS
The interplay of content management specialists is driven by high expectations underlying the digital customer experience. But in reality, customer experience goes somewhat further than just the digital experience. Virtually every organization and every possible touch point plays a role in providing a great customer experience.
It’s a no-brainer that customers are in the driver’s seat and expect top-notch and personalized experiences with brick-and-mortar or online businesses, service providers, and social media platforms they engage with. While the experiences may happen across a number of different channels, customers also expect a consistent and seamless experience, no matter where and how they interact.
BEYOND THE DIGITAL EXPERIENCE
Not too long ago, customer experience consisted of static text on web pages, print or PDF pieces, phone conversations, or customer service e-mail. Today, content convergence facilitates a better customer experience via targeted content, rich media, mobile services, social networks and communities, and more.
Compelling user-centric content is comprised of a variety of media including text, images, video, audio, and social content to name a few. Content convergence is not a one-time project—it is a living, evolving process.
Content needs to be able to grow and evolve and be extensible to meet changing needs of users and evolving market demands. It should excite—and equally important, it should perform and transform.