Omni-channel can be summed up as an approach to customer experience management. The driving principle of omni-channel is that consumers should have a consistent experience across all touchpoints with your brand, and that experience should be continuous and personalized as they move from one touchpoint to the next.
When developing your omni-channel strategy, plan the resources you will need as they relate to these elements. Resources are not just technological – consider what human, process, and financial tools are necessary to execute your strategy. This will help you to identify gaps and test assumptions.
When I look back at the experiences I have had in my career, none was a greater learning experience than running my own startup. Running a small company taught me a ton about business model generation and managing a startup, much of which I have applied in my consulting work since then.
When I started working in digital in 2006, open source software was all the rave. Whether your organization was in need of an enterprise CMS, e-commerce solution, CRM, ERP, or LMS, there was an open source solution that could be customized to meet your needs. Companies were drawn to open source solutions because their values were in line with those of the open source community, as well as their customization options over proprietary solutions.
Looking at the landscape from the agency/consulting side, I saw many organizations disseminating RFP’s requesting open source software solutions over proprietary ones. Open source, and the value it brought to an organization, was a regular part of conversations from sales through execution of a project. There was an apparent value proposition that open source software offered to organizations, a competitive advantage that many of these systems had over their proprietary counterparts.
I have come to find there is no cookie cutter approach to measuring the value of a product. It very much depends on the organization, product, and the market the product serves. You need to invest the time to determine what metrics will help your organization demonstrate the value of your product, then come up with a measurement plan to guide how you track that value over time.
When designing editorial experiences, there is inherent friction between system architecture and user experience. The more complex the structure, the less usable the editorial experience of your CMS becomes. Content strategists strive to follow best practices when modeling content, but these object-oriented models do not take into account the workflow of tasks required to publish content.
I was just reading a blog posts on why brands should build recommendation engines to create better content platforms and improve the overall experience for users. While I tend to agree “pushing” content to users is a better strategy than “pulling” them in to consume content, I don’t think the technology is ready to truly support these type of experiences.
Below is the comment I posted.