This document discusses trends in web content management and customer experience management. It notes that while publishing functionality has become commoditized, the market is growing based on needs for multichannel delivery, content targeting, analytics, and other customer experience technologies. It also includes quotes about the importance of collecting customer data, initiating proactive contact, and understanding customer preferences.

1. The future ecommerce experience
approach
Nansen Stockholm / Chicago / New York / London
Martin Edenström / Andreas Carlsson
martin.edenstrom@nansen.com, andreas.carlson@nansen.com
@MKSECom, @nofont

4. The web content management (WCM) market is in transition. Functionality to
enable publishing to the Web — whether internally or externally — has become
commoditized. Yet now, the WCM market is growing based on customer
experience management (CXM) needs, including multichannel delivery,content
targeting,analytics,and integration with other CXM technologies.
Forrester: Stephen Powers with Matthew Brown, Brian K. Walker, Joe Dang - 06/11

5. Fundamental recommendations
for a healthy, durable platform
to build upon:“Build for a
personal, conversation
friendly web.
Organizations must have a plan, a strategy how, when and where to
start collecting visitor, user, customer data & connect with current
data (email, social network) for on-going profiling.”
Forrester 2012

6. Customer experience discipline:
“A set of solutions which enable the management and delivery of
targeted, consistent content, offers, products and service
interactions across digitally enabled consumer touchpoints.
Forrester q4 2011

7. “CXM proactively initiates contact, delivers content,
preemptively solves problems and understands customer
preferences.
Often before the customer requests it or knows they need it.”
Peter Flynn, vice president Stratus

10. Så många nya roller
Omfattande, kostsamma
upphandlingar

12. Personalisering MA ..CMS SökE-handel CRM Nyhetsbrev
“Management by wearing down"

13. Vardagen
•Mötesproblematik
•Detta är upptagna individer
•VAB
•Sjukdom under åtminstone två kvartal av fyra
•Krockande möten
•Dålig mötesdisciplin

14. Trender

15. Vår typ av utmaning
•Multi-screen behavior commerce
•Power Distance
•Adaptive shopping, not responsive
•Demographic shopping adaptions

18. AGILE MENTORSHIP

19. PRODUCT OWNER
MASTER OF THE UNIVERSE

20. BLENDED TEAMS

21. E-com buzz mania, så mycket nytt
mCommerce, sCommerce, pCommerce, tCommerce, Instore-
delivery, Zero-day delivery, Shoppingclubs, Responsive
commerce, Storefront apps / App support, Prenumerationer,
Virtual dressingroom, ReMarketing, popupstore, Amazon
3PL, Klarna Checkout, PayPal Mobile Checkout, Amazon
Checkout, Product Information Management,
Personalization, Recommendations / Prisjakt API, nya
förtroendefaktorer

22. BACKLOG
INSPIRATION

24. DEFINITIVT EN
ORGANISATORISK FRÅGA

27. KPI

28. SLÄPP SARGEN

29. Tack.Thank you. 多謝. Danke.
nansen.com