Omnichannel content strategy: A maturity model
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This document discusses omnichannel content strategy and customer experience. It introduces a maturity model for assessing an organization's omnichannel content strategy. The model has three layers - content, underlying architecture, and adequate organization - with facets assessed on a four-point scale. It can help analyze how well an organization's strategy supports excellent customer experiences across multiple channels by evaluating things like customer orientation of content, structure of content models, and consideration of customer journeys. The maturity model provides a way to simplify complexity and position content strategy in the design process.
Omnichannel content strategy: A maturity model
- 3. Our evoluDon towards customer experience (CX) 3 Fysieke ergonomie User interface design Interaction design User experience design Cognitieve ergonomie Customer experience Physical ergonomics Cogni4ve ergonomics
- 5. Conceptual model for excellent customer experience 5 Excellent customer experience Customer experience excellence M ar keting Bra nd Ser vices Produ cts Technology Culture Staff Business Customerinsight Processes • Relevant • ANracDve • Useful • Credible
- 6. Ze deelt haar ervaringen via social media 6 Based on a scenario by Kevin P. Nichols, content strategist. kevinnichols.com Ze deelt haar ervaringen via social media Example of an omnichannel scenario
- 7. 7 Design in context of the (needs, expectations, and objectives of the) customer There is ‘state persistency’ during the customer journey The omnichannel customer experience is designed for an ecosystem of related physical and digital channels, with customer journeys for various personas. There is continuity in both the customer experience, as in content and interaction Unique characterisDcs of omnichannel customer experience Ze deelt haar ervaringen via social media
- 8. 8Customer journey Ze deelt haar ervaringen via social media Discover Decide Use Comparison tool Packaging EmailBuy buNon Social media channels + !! … +/- + content concept purpose type topic messages content concept content concept hNp://www.designcontentconf.com/2015/09/mapping-content-to-customer-journeys/
- 11. Maturity model 11 Content Content completely reflects the organizaDon. Customer research is non- existent. Content is mostly internally oriented. Customer research on an ad-hoc basis. Content is mix of customer- and organizaDon-oriented. Customer research is regular. Content for all channels is customer-oriented. Customer research is systemaDc. • Use • Consistency • Accessibility • Usability • Relevance Does the content fit all channels and target audiences?
- 12. Maturity model 12 Underlying architecture Content models are non- existent. Content is created without any kind of structure. There are content models for one or more channels. Content for channels is unstructured. There are content models for mulDple channels. Not all channels are clearly structured yet. There are content models for all channels. All content is structured according to these models. • SeparaDon of form and content • Metadata model • Future-proof • Content model Does the underlying architecture fit all omnichannel applicaDons?
- 13. Maturity model 13 Adequate organizaDon There are no customer journeys. Customer journey are created on an ad-hoc basis. Customer journeys are created for all digital channels, not yet for all channels. Omnichannel is seen as a single ecosystem with customer journeys. • Level of integraDon • Team composiDon • PerspecDves • Methods Is the content management organizaDon suitable for omnichannel customer experiences? • KPI awareness • Design approach
- 15. When to use the maturity model? 15 Understand Analyze Plan Design Implement Maintain OrganizaDonal goals, mission, vision CX goals Omnichannel goals Maturity model Content track Architecture track OrganizaDon track Technology trackPlanning Matching findings on goals
- 16. Conclusion An omnichannel content strategy is a necessary requirement for an excellent customer experience. Maturity model: • Simplifies the complexity of omnichannel content strategy • Can be used as a powerful instrument for analysis • Positions omnichannel content strategy in the design process 16