opentext forrester compelling experiences webinar-june 26, 2013

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

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Host and Guest Speakers

Stephen Powers

Vice President and

Research Director

Nicholas Tran Social Media Lead

Marci Maddox

Senior Director Product

Marketing, CEM

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 you enable marketing and business with

WCM tools?

• What role does cloud play in the digital experience

ecosystem?

© 2012 Forrester Research, Inc. Reproduction Prohibited 7

Why is context now king, as

opposed to content?

© 2012 Forrester Research, Inc. Reproduction Prohibited 8 © 2013 Forrester Research, Inc. Reproduction Prohibited 8

Contextualization is a tailored,

adaptive and sometimes predictive

digital experience.

© 2012 Forrester Research, Inc. Reproduction Prohibited 9

It’s about context, rather than just content

Demographic Historical Situational

Here’s a current example from Taco Bell

© 2012 Forrester Research, Inc. Reproduction Prohibited 11

How have production siloes

broken down in the DX era?

© 2012 Forrester Research, Inc. Reproduction Prohibited 12

Content management functionality is an important base…

Manage

© 2012 Forrester Research, Inc. Reproduction Prohibited 13

But engagement and measurement functionality are the differentiators

© 2012 Forrester Research, Inc. Reproduction Prohibited 14

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

Silos can be within departments as well

Social Media

Digital Ad and Online

TV & Radio

PR

© 2012 Forrester Research, Inc. Reproduction Prohibited 16

How do you enable marketing

and business with WCM tools?

© 2012 Forrester Research, Inc. Reproduction Prohibited 17 © 2013 Forrester Research, Inc. Reproduction Prohibited 17

Can a single WCM do all of this?

© 2012 Forrester Research, Inc. Reproduction Prohibited 18

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.

© 2012 Forrester Research, Inc. Reproduction Prohibited 19

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?

© 2012 Forrester Research, Inc. Reproduction Prohibited 20

What role does cloud play in the

digital experience ecosystem?

© 2012 Forrester Research, Inc. Reproduction Prohibited 21

Email campaign management

Search

Mobile

AB and multivariate testing

Document output management

Digital asset management

Marketing and resource

management

DAM

eCommerce

Analytics

Web content management

CRM

Social tools

Content targeting

eDiscovery

Archiving

© 2012 Forrester Research, Inc. Reproduction Prohibited 22

The flavors of cloud

• Infrastructure as a service

• Platform as a service

• Software as a service

© 2012 Forrester Research, Inc. Reproduction Prohibited 23

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?

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Experience is Everything

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