The Engagement Tier
Is the C in CXM actually Credibility?
I don’t often talk directly about my day to day work here on this blog, but I’ve just come back from a management team meeting and as we discussed our messaging and our own customer engagement journey, I found myself using a simple word time and time again and it was credibility.
This then got me thinking about the Forrester term – Customer Experience Management, their flavour of defining an engagement solution strategy.
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They don’t know your name..just your number..
Over the last few weeks I’ve been thinking about the news that Klout and Radian6 are working together having seen my friend @Robert_Rose tweet about it and I seem to have an obscure English 80’s new wave song “Living by Numbers”by New New Musik lodged in my head. I imagine that very few people reading this will remember it (or lucky for you, even heard it), but it sprang to mind and stayed there, let me explain..
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Adding Pervasive to the Engagement Lexicon (a new Russian doll)
As you know I have recently joined SDL and I have been delighted to find a new twist on the business of engagement that I write about on this blog, something we call Pervasive Engagement.
Ah hah! I can already hear the cynics pursing their lips and maybe clicking on the back button as you suspect that I've either over done it on a new brand of Kool Aid, my transformation to the dark side is complete or perhaps here is another vendor trying to carve a new segment – but please hear me out.
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Who Will Buy This Web Engagement?
December 23rd, 2010 - 3:18 pm § in Content Management, Gilbane, Observations, The Engagement Tier | | 11 Comments
As the holidays approach, my SKY+ hard disk (PVR/Tivo thing) is brimming with movies ready for the onset of quality time with my young family. Perhaps our viewing pleasure as I recuperated from what I anticipate to be a fine lunch could be an old movie that I think will entertain the girls - the musical Oliver!. In it they sing “Who will buy”, something I have been hearing on blogs and twitter about Web Engagement.
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Web Engagement – The Emperor’s New Clothes?
Recently I've been seeing 'an examination' shall we say of the term Web Engagement Management and the acronym WEM. There is a suggestion that it's a figment of the fervid imaginations of software vendor marketing departments possibly in collusion with certain analysts and that dreadful things should be done to it's proponents.
In addition, this week I gave a presentation at GXConnect 2010 - 'Web Engagement, Marketing Buzzword or Business Imperative' - and whilst this isn't a transcript of that presentation I wanted to air this debate. So, is this WEM thing the emperors new clothes, a sharp marketing suit or the boiler suit of the workers on the coal face of getting web stuff done?
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You say tomato, I say tomato, you say WEM, I say WEM..
When you say WEM, do you say Web Experience Management or Web Engagement Management? What does it mean and does it matter and what about CEM? Well, in this post I want to explore that, in direct response to a couple of things - firstly I promised in my latest post over at the Gilbane blog to tackle it and secondly Irina Guseva asked the question over Twitter and I needed more than 140 characters...
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Your Website – Your Customer Service Agent
I'm doing some work for a new client, who look at optimizing customer service across multiple channels using, rather interestingly - artificial intelligence. In my research on this I find myself observing an interesting convergence with the Web Engagement / Web Experience mantra that I’ve been peddling here and that there is perhaps something here that we often overlook.
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Engaging Clouds
I was delighted to recently be asked to comment on a paper by Robert Rose over at Big Blue Moose as he dives into the waters of analysis and research with his first paper - Marketing From The Cloud – How Digital Marketers Are Using Software As A Service. It’s a subject I’ve been thinking about, as I continue to research the Engagement Tier and it’s constituent components.
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Day and Omniture to be married – Adobe to pay for the wedding
Alright, hands up who didn’t approach the Adobe acquisition of Omniture with some puzzlement and surprise? Well, now it’s making sense as these proud parents arrange the wedding of their blushing analytics bride to a handsome CMS beau that should deliver the web engagement off-spring that they crave.
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Taking the W out of CMS?
June 24th, 2010 - 10:46 pm § in The Engagement Tier | | 8 Comments
Next in my occasional series where I refer to a different to letter to the one in a TLA (after discussing the R in ECM) - I wondering if it's time we took the W out of CMS and thought about management and delivery as separate disciplines. I am not the first to think like this, obviously, but it's something I wanted to explore in this blog.
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About Me
Hi, I'm Ian Truscott, VP Products, North America - SDL Tridion - passionate about web content management and how we engage with folks on-line.
Yes, my work defines me - or does it? Read more about me here or get in touch.
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