A Recap of the 2016 Re\Vision Boston Conference
Some of the industry’s top subject matter experts gathered at The Christian Science Monitor to discuss how strategy, technology and people can come together to deliver better, more efficient user experiences.
The first speaker, Kevin P Nichols, Executive Director of Avenue CX, discussed the importance of focusing on consumer needs to stand content up for success. He is the author of UX for Dummies and Enterprise Content Strategy: A Project Guide
“Putting the consumer first requires more than just gesture,” he explained. “In many cases, it’s changing the DNA of operations and strategic focus.”
Kevin’s presentation provided the audience with several key takeaways:
- Leverage a consumer first approach
- Content creation processes should work backwards from the needs of the user, the channels they engage. Tie your business goals to tend to user needs.
- Understand that measuring performance requires a cross-channel view
- Consumers are creating their own cross-channel paths. The customer lifecycle requires analysis (journey mapping, etc.) before content needs can be determined.
- Ensure operational readiness
- It’s important to have a consolidated view across channels to ensure a successful cross-channel experience. It’s important to have the right people, content, support and governance.
- Enterprise focus is the right option
- Governance should incorporate cross functional areas across the enterprise, through a top to bottom approach beginning with the executive sponsor, down to the governance team, and to the working groups (strategy, operations, technology, publishing, taxonomy).
In order to stand up its content, a company needs to understand the behavior and motivation of its consumers. There is no one way to do this. Nichols recommends several approaches such as conducting user research, building personas and mapping out cross-channel user journeys.
Governance should be at the center of a consumer first model. Once content is published, it needs to be consistently measured through stages of the cycle shown above. A strong governance function ensures future decisions are based on the analysis of real data, not opinions.
Nichols emphasized customer experiences must be considered through the entire lifecycle of content interaction. These days, customers choose their own cross-channel paths through many forms of media distribution.
Dave’s presentation was about closing the experience gap through connected journeys. Below are some highlights from his presentation:
Even though digital is all about connection, gaps may exist that prevent your organization from completely connecting with your customers. Wieneke explained how delivering useful, personalized digital experiences require strong alignment between your digital experience strategy, your CMS and your customer data platform.
The simplification of content options results in a more solid connection with your consumer. It also decreases confusion for the consumer and improves the User Experience.
It’s important to choose a CMS that can integrate with all your business platforms while providing multichannel consumer engagement and efficiency.
Our next presenter was Subrata Mukherejee, Vice President, Product Management of The Economist. He gave the audience an overview of The Economist’s digital strategy. He focused on three core questions:
- Where to allocate our transformation dollars?
- How to elevate lifetime value of customers?
- How to future proof our digital ecosystem?
The following are some highlights from his presentation:
The heart of The Economist’s digital ecosystem is based on providing the right solutions for insights & retention, customer experience and finally, the consumer platform. The Economist uses a best-in-breed approach to integrate many systems and solutions into a single digital ecosystem.
This is how The Economist manages their platform efficiently. eZ Publish is in the mix, providing e-commerce processes for subscription management. eZ also integrates with The Economist’s CRM and paywall solutions.
The audience at re\VISION Boston included a mix of marketers, content strategists and technologists from companies of varying sizes. To close his presentation, Subrata provided the group with some key takeaways on how to increase business efficiency for digital experience management.
The final presenters at re\VISION Boston were eZ’s very own Roland Benedetti, and Bård Farstad. They discussed current trends in content management and demonstrated real world examples of how organizations can provide rich multichannel experiences through well-designed information architecture.
Structured content means content is separated into independent parts, making its behavior more predictable. The independent parts are often labeled “fields” in the context of a Content Management System, but are commonly called “chunks” by content strategists. Because these parts are separate entities, they can be edited independently, and used in different contexts. Structured content is great for multi channel delivery, monetization, translation, discovery and personalization. eZ has a more detailed blog post on structured content here.
The event wrapped up with a panel moderated by Bård Farstad, and a number of questions from the audience.
From left to right: Kevin P. Nichols, Roland Benedetti, Subrata Mukherejee and Dave Wieneke.
eZ Marketing debuted our latest t-shirts at re\VISION Boston — homage to our hometown of NY!
Stay tuned for a video of the full event.
Originally published at ez.no.