For the last year, the Web Content Management (WCM) category has faced the perceived threat of becoming a commodity. Social Media and the proliferation of mobile devices have fundamentally changed the way we all engage with our customers. Organizations can no longer simply create and manage content in a vacuum and then publish it blindly to a global audience.
Today, companies must build strong, mutually beneficial and high-value relationships with their customers. First, unknown visitors must understand the value of becoming your customer and taking the time to engage with you. Second, customers must genuinely become evangelists for your brand, based on a relationship of trust, value and genuine enthusiasm.
As it’s now defined, can WCM expand to encompass this broader promise? I don’t know. And in truth, it doesn’t really matter. Success is based on actions not words. Web Engagement Management (WEM) now seems to be the new acronym or buzzword used to define the crucial concepts I outlined above.
But I like to think of it in simpler and more pragmatic terms. Remember the old saying that there are three kinds of people?: Those that make things happen; those that watch things happen; and those that ask “what happened?”
What kind of person do you want to be? Be honest. Ask yourself these hard questions:
What are you doing right now to increase the value of customer engagements (as measured in loyalty, customer satisfaction, revenue, brand equity, etc.)?
• Do you have a strategy in place that includes content optimization, social media monitoring, sentiment analysis, Web and social media analytics, personalization, targeting to specific segments, and effective eCommerce engines?
• How successful have those efforts been?
• Can you measure them?
• Do you even realize that you are managing customer engagements?
Engaging with existing and potential customers is like any two-way relationship—online or off. Sometimes you need to talk. Most times you need to listen. But if no one in your organization is truly engaging with customers through the Social Web, you’re creating huge liabilities to your reputation, your brand and your bottom line.
SDL has been in the business of engagement management for a long time. In fact, I’m proud to say (with all humility) that we helped pioneer it. It’s fundamental to our vision of how we enable our customers, ensure their success, and define the solutions we create.
Our clients are uniquely capitalizing on the rise of Web Engagement Management. They’re actively leveraging multiple-channels, devices, analytics, profiling and personalization tools to create engagements that match their customers’ interests and goals—not their own.
Over the coming weeks, I’ll blog in more detail about these necessary components of an effective Web Engagement strategy. In the meantime, I’d welcome your comments and ideas.
Today, companies must build strong, mutually beneficial and high-value relationships with their customers. First, unknown visitors must understand the value of becoming your customer and taking the time to engage with you. Second, customers must genuinely become evangelists for your brand, based on a relationship of trust, value and genuine enthusiasm.
As it’s now defined, can WCM expand to encompass this broader promise? I don’t know. And in truth, it doesn’t really matter. Success is based on actions not words. Web Engagement Management (WEM) now seems to be the new acronym or buzzword used to define the crucial concepts I outlined above.
But I like to think of it in simpler and more pragmatic terms. Remember the old saying that there are three kinds of people?: Those that make things happen; those that watch things happen; and those that ask “what happened?”
What kind of person do you want to be? Be honest. Ask yourself these hard questions:
What are you doing right now to increase the value of customer engagements (as measured in loyalty, customer satisfaction, revenue, brand equity, etc.)?
• Do you have a strategy in place that includes content optimization, social media monitoring, sentiment analysis, Web and social media analytics, personalization, targeting to specific segments, and effective eCommerce engines?
• How successful have those efforts been?
• Can you measure them?
• Do you even realize that you are managing customer engagements?
Engaging with existing and potential customers is like any two-way relationship—online or off. Sometimes you need to talk. Most times you need to listen. But if no one in your organization is truly engaging with customers through the Social Web, you’re creating huge liabilities to your reputation, your brand and your bottom line.
SDL has been in the business of engagement management for a long time. In fact, I’m proud to say (with all humility) that we helped pioneer it. It’s fundamental to our vision of how we enable our customers, ensure their success, and define the solutions we create.
Our clients are uniquely capitalizing on the rise of Web Engagement Management. They’re actively leveraging multiple-channels, devices, analytics, profiling and personalization tools to create engagements that match their customers’ interests and goals—not their own.
Over the coming weeks, I’ll blog in more detail about these necessary components of an effective Web Engagement strategy. In the meantime, I’d welcome your comments and ideas.
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