Like most businesses, you probably rely on a range of digital platforms and channels to drive sales and maximize profits. This could total dozens or even hundreds of websites in multiple languages, all managed and updated daily by teams of people in globally distributed locations. Ensuring a high quality, standards-compliant customer experience across every digital touchpoint is a major challenge. Every day you firefight issues such as compliance risks, broken links, misspellings, information that's out-of-date or off-brand, and content that isn't optimized for the search engines. How do you take control?
Requirements for Content Management Systems' SEO capabilities are not always considered early when choosing a platform to power a business website. Thinking about SEO during website planning and involving an SEO specialist early on will add value and guarantee that teams avoid unexpected failures down the road. Enforcing the technical aspects of on-page SEO - incorporated into site structure through an effective CMS - will ensure and enhance search visibility.
Among customer experience researchers and analysts, there's a growing appreciation and understanding of the customer as a holistic person, a real human being with emotions that drive action and choice.
Be it a passion for experience or an affinity for altered egos, those of us who design digital experiences take customer personas personally. Each character plays a role in a brand’s story – a story that often spans multiple channels, involving both brand engagement and interactions amongst customer types. As web content management systems continue to advance, tailored experiences are not only possible, they are (more often than not) expected.
Omni-channel is a broad and varied topic, so we thought we'd start with the basics. This post is an intro to omni-channel.