Unlock the Value of Content to Maximize Online Business Performance

A cohesive strategy for content and marketing asset management in all customer interactions is mission-critical to conveying a compelling and persuasive online sales message, and ultimately, positive customer experiences.

Businesses today face a radically complex market landscape that presents many challenges: rapidly changing consumer preferences and expectations; an explosion in social computing; and a dramatic shift in sales and marketing investments to the mobile and online worlds. To succeed, organizations must transform their online strategies by capitalizing on new ways of attracting and engaging customers. Businesses must also be able to provide a consistent experience across all customer touchpoints—including the Web, print and mobile channels—to optimize the use of content to drive business and aggressively compete for customer loyalty in today’s increasingly fragmented marketplace.

Content Drives Your Business
Successful Global 2000 companies have to deliver consistent brands, messages and services to customers in their customers’ own language and across numerous channels such as mobile devices, contact centers, email, Web sites and printed collateral. While many enterprise processes have been automated—such as ERP, supply chain, HR and CRM—most companies cannot completely automate the processes that drive the customer experience. These processes usually occur across multiple departments, divisions and geographies, providing complex challenges for organizations managing the customer experience.

For most companies, ensuring consistent content quality and effectively implementing branding standards is rare. Information is shared between locations and departments on an ad hoc basis, leading to isolated, redundant efforts that confuse customers. Since more and more customers now interact with businesses across multiple touchpoints, the likelihood of providing an inconsistent and poor customer experience has only increased.

Ultimately, every customer interaction has an objective and delivers a message. The primary goal of any customer experience initiative should be to ensure that these messages are consistently relevant and positive, and that they help meet the customer’s objective. That is why it is important for companies seeking to improve the customer experience to develop a strategy for managing content that can drive business growth.

Content management solutions ensure that customer messages are targeted, relevant and positive, so you know what your customers are hearing or seeing—no matter where they are. Strive to implement solutions for managing content from creation to publishing, including marketing asset management, content management, segmentation and analytics and multivariable optimization capabilities.

Content management solutions help companies optimize the customer experience by delivering the most accurate, current, persuasive and appropriate content. Getting the right content to the right person, at the right time—across all channels including the Web, call centers, print, storefront and wireless—means enterprises can:

• Strengthen customer loyalty. By providing higher-quality and contextually relevant information to customers through a personalized interaction, positive customer experiences keep customers satisfied, decrease defections, increase sales growth and increase lifetime customer value.
• Achieve unified brands, messages and corporate image. Drive effective and agile content reuse to maximize marketing investments through centralized management of the critical elements of marketing programs. Deliver consistent customer-facing branding and messaging across all touchpoints and all geographies, so that a company’s message and ultimately its brand value are consistently reinforced and enriched.
• Accelerate worldwide product launches and promotions. By streamlining all processes from collaborative creation through global publishing, your content management solution should enable your enterprise to create or edit customer-facing content and deploy it immediately and consistently around the world.
• Optimize customer process efficiencies. Effective content management solutions automate manual processes, prevent redundant work and optimize efficiency, often reducing the costs of providing customer content by 70% or more; and
• Provide regulatory compliance and security. Be sure your solution enables compliance with SEC and other governmental regulations such as Sarbanes-Oxley, corporate standards and privacy directives for customer data and transaction records, thereby protecting your company against legal exposure and security breaches

Content management solutions help companies employ persuasive content to optimize the customer experience—delivering the most accurate, up-to-date and appropriate content.

Whether a customer is surfing the Web, talking to the call center or looking at a retail package, companies need to know the right message is being communicated. Robust content management solutions handle all the content challenges companies face: marketing asset management; Web content management; segmentation and analytics; and multivariable optimization. Enable your team members to deliver outstanding customer experiences—no matter what channel customers use to interact with your company.

Marketing asset management. Inefficient, redundant, manual processes create misuse and underutilization of valuable marketing assets, leading to high costs, slow time to market and inconsistent branding. Delivering a consistent and accurate representation of an organization’s brand across all customer touchpoints is a key requirement to developing positive and profitable customer relationships. Content management solutions should enable organizations to manage, extend and increase the value of their brands.

A strong marketing asset management solution helps companies control their brand and messages wherever they appear. Teams can easily catalog, manage, transform and distribute marketing assets, including photographs, logos, audio, video, datasheets, advertisements, presentations and documents. Business users can effectively manage these marketing assets as discrete elements for later assembly into customer-facing communications.

An effective marketing asset management solution ensures that the bullet points on the back of the package match the Web site, datasheets, and call center scripts. Once content has been approved for publication, it is provisioned to locations such as the Internet, intranet, call centers, IVR, email, kiosks, and wireless devices. This process ensures that current and approved content—and only approved content—gets to the appropriate delivery channels. No matter how customers interact with you, your message and branding should come through consistently and with impact.