Copyright © Open Text Corporation. All rights reserved.
Creating Compelling
Experiences That Resonate
Part 2 in a 3-Part S...
Host and Guest Speakers
Stephen Powers
Vice President and
Research Director
Nicholas Tran
Social Media Lead
Marci Maddox
S...
WEM
RESPONSIVE DESIGN
OMNI-CHANNEL TOUCH POINTS
COMPELLING EXPERIENCES
Considerations for Compelling Experiences
4
• Why is context now king?
• How have production siloes broken down?
• How do ...
© 2012 Forrester Research, Inc. Reproduction Prohibited7
Why is context now king, as
opposed to content?
© 2012 Forrester Research, Inc. Reproduction Prohibited8
© 2013 Forrester Research, Inc. Reproduction Prohibited 8
Context...
© 2012 Forrester Research, Inc. Reproduction Prohibited9
It’s about context, rather than just content
Demographic Historic...
Here’s a current example from Taco Bell
© 2012 Forrester Research, Inc. Reproduction Prohibited11
How have production siloes
broken down in the DX era?
© 2012 Forrester Research, Inc. Reproduction Prohibited12
Content management functionality is an important
base…
Manage
© 2012 Forrester Research, Inc. Reproduction Prohibited13
But engagement and measurement functionality are the
differentia...
© 2012 Forrester Research, Inc. Reproduction Prohibited14
And organizations increasingly must measure the
results
Source: ...
Silos can be within departments as well
Social
Media
Digital
Ad and
Online
TV &
Radio
PR
© 2012 Forrester Research, Inc. Reproduction Prohibited16
How do you enable marketing
and business with WCM tools?
© 2012 Forrester Research, Inc. Reproduction Prohibited17
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
Can a...
© 2012 Forrester Research, Inc. Reproduction Prohibited18
WCM
Search
Mobile
AB and multivariate
testing
Document output
ma...
© 2012 Forrester Research, Inc. Reproduction Prohibited19
Point
solution
Suite Platform
Examples • Landing page
tool
• Blo...
© 2012 Forrester Research, Inc. Reproduction Prohibited20
What role does cloud play in the
digital experience ecosystem?
© 2012 Forrester Research, Inc. Reproduction Prohibited21
© 2012 Forrester Research, Inc. Reproduction Prohibited22
The flavors of cloud
• Infrastructure as a service
• Platform as...
© 2012 Forrester Research, Inc. Reproduction Prohibited23
Recommendations
 Be forward thinking; think of how you engage w...
@opentext
www.facebook.com/opentext
www.linkedin.com/company/open-text
Experience is Everything
www.opentext.com/WEM
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OpenText Forrester Compelling Experiences Webinar-June 26, 2013

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OpenText Forrester Compelling Experiences Webinar-June 26, 2013

  1. 1. Copyright © Open Text Corporation. All rights reserved. Creating Compelling Experiences That Resonate Part 2 in a 3-Part Series on The Art of the Customer Experience Host: Marci Maddox, Senior Director Product Marketing, CEM, OpenText Guest Speakers: Stephen Powers, Vice President and Research Director, Forrester Research, Inc. Nicholas Tran, Social Media Lead, Taco Bell
  2. 2. Host and Guest Speakers Stephen Powers Vice President and Research Director Nicholas Tran Social Media Lead Marci Maddox Senior Director Product Marketing, CEM
  3. 3. WEM RESPONSIVE DESIGN OMNI-CHANNEL TOUCH POINTS COMPELLING EXPERIENCES
  4. 4. Considerations for Compelling Experiences 4 • Why is context now king? • How have production siloes broken down? • How do you enable marketing and business with WCM tools? • What role does cloud play in the digital experience ecosystem?
  5. 5. © 2012 Forrester Research, Inc. Reproduction Prohibited7 Why is context now king, as opposed to content?
  6. 6. © 2012 Forrester Research, Inc. Reproduction Prohibited8 © 2013 Forrester Research, Inc. Reproduction Prohibited 8 Contextualization is a tailored, adaptive and sometimes predictive digital experience.
  7. 7. © 2012 Forrester Research, Inc. Reproduction Prohibited9 It’s about context, rather than just content Demographic Historical Situational
  8. 8. Here’s a current example from Taco Bell
  9. 9. © 2012 Forrester Research, Inc. Reproduction Prohibited11 How have production siloes broken down in the DX era?
  10. 10. © 2012 Forrester Research, Inc. Reproduction Prohibited12 Content management functionality is an important base… Manage
  11. 11. © 2012 Forrester Research, Inc. Reproduction Prohibited13 But engagement and measurement functionality are the differentiators
  12. 12. © 2012 Forrester Research, Inc. Reproduction Prohibited14 And organizations increasingly must measure the results Source: http://theblakeproject.typepad.com/.a/6a00d83451b74a69e2013482cca7d1970c-800wi Increased conversion rate Better customer service Better brand consistency Increased production efficiencies Increased traffic
  13. 13. Silos can be within departments as well Social Media Digital Ad and Online TV & Radio PR
  14. 14. © 2012 Forrester Research, Inc. Reproduction Prohibited16 How do you enable marketing and business with WCM tools?
  15. 15. © 2012 Forrester Research, Inc. Reproduction Prohibited17 © 2013 Forrester Research, Inc. Reproduction Prohibited 17 Can a single WCM do all of this?
  16. 16. © 2012 Forrester Research, Inc. Reproduction Prohibited18 WCM Search Mobile AB and multivariate testing Document output management MRM DAM eCommerce Analytics Email campaign management CRM Social tools Content targeting Marketers need a more integrated system.
  17. 17. © 2012 Forrester Research, Inc. Reproduction Prohibited19 Point solution Suite Platform Examples • Landing page tool • Blogging platform • “Mobilizer” • Dynamic WCM + analytics • eCommerce • “Interactive Marketing” • WCM + eCommerce + analytics + optimization + integration Pros • Reduced time to market • Inexpensive • Doesn’t tie up tech resources • Value • Integrated user experience • Single vendor to deal with • Breadth and depth of functionality • Customization capabilities Cons • Limited scalability • Limited ability to customize • Potentially disconnected experience • Not always best-of-breed • Integrations can be limited • Cost • Implementation time • Integrations with third-party products are often limited What categories make up the ecosystem?
  18. 18. © 2012 Forrester Research, Inc. Reproduction Prohibited20 What role does cloud play in the digital experience ecosystem?
  19. 19. © 2012 Forrester Research, Inc. Reproduction Prohibited21
  20. 20. © 2012 Forrester Research, Inc. Reproduction Prohibited22 The flavors of cloud • Infrastructure as a service • Platform as a service • Software as a service
  21. 21. © 2012 Forrester Research, Inc. Reproduction Prohibited23 Recommendations  Be forward thinking; think of how you engage with your customers – both now, and in the future.  Source solid base WCM functionality, but be sure to pay attention to the extended and adjacent functionality.  Keep in mind the differentiators: contextual tools, analytics, eCommerce integration, and testing and optimization.  Don’t just select based on a list of features. Understand what business outcomes you need and map features to those. This will allow you to eliminate the flashy nice-to-haves vs. the critical must-haves.  Think about your existing investments and how you will leverage those. Which vendors will allow you to do so?
  22. 22. @opentext www.facebook.com/opentext www.linkedin.com/company/open-text Experience is Everything www.opentext.com/WEM

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