DIGITAL EXPERIENCE IS THE WAY OF THE FUTURE
EMERGING COMMUNICATIONS BUYERS ARE DRIVING AND CHANGING ENTERPRISE DEMANDS
BY PATRICK KEHOE
he push to digital experiences will continue to grow as digital-savvy consumers demand that communications, invoices and, in general, customer service be available to them via their phones. That brings up concerns for any business with incohesive platforms. How can we meet the demands of today’s digital consumer with the tools we have? How can we drive consistent experiences across channels when different systems offer different personalization options? Organizations with multiple deployment systems requiring the same content to be copied and moved to various platforms, delaying deployment and leaving room for error will not survive in the emerging market.
The old rules of engagement have been thrown out the window. Today’s buyers are living in an age where they can order from Amazon in the morning and receive their item in the afternoon. Our customer communications management (CCM) platforms must be as nimble as Amazon’s delivery. We have learned from the development of paper communications that creating a document template for each individual communication creates an unmanageable library of templates to maintain. Expanding the channels of communication to include a variety of digital options managed in distinct platforms further compounds this. With that in mind, let’s think about communicating in a way that makes sense: one message, multiple methods of distribution, from one system. We must think on an enterprise
scale with a solution that can meet the needs of the various teams that are involved in customer communications. Smart companies are looking ahead and managing their content separately from the presentation wrapper. The right kind of content management system will connect to the various channels that are required and will leverage a modular content management paradigm that enables the right content component to be personalized and delivered across the right channel at the right time.
RETHINKING THE APPROACH TO CONTENT How do we move to this new paradigm? First, we need to think about content differently. Content is not the same as the presentation layer. Content is the message and the presentation