There is a lot of discussion around the role of the web content management system in customer experience management (CXM). Some say it’s the core, others say it’s an element, but not a driver. I say they are both right.
Let`s be very specific here, because it is important. If we were just talking purely about the online customer experience, then I would agree that the web content management system (WCM) is the core to designing and support CXM strategies. Pretty much every supporting CXM technology: marketing automation, social media monitoring, customer relationship management, analytics, personalization, social software, etc…needs to integrate with the WCM. Why? Because it stores all the content you need to manage the experience. We use to call this WebEngagement (orExperience) Management.
But customer experience management is about more than the online channels. And not all WCM platforms provide support to the offline experience. Support channels, print-based marketing, internal knowledge work activities — these things are typically done using other tools. And the content used to support these activities is, typically, stored in these other tools.
What I think brings both these views together is not the WCM itself, but the WCM repository. Or to be more generic, the content repository. I think to be successful managing the customer experience, you need to be able to quickly access and relate all elements of a customer interaction with all the internal knowledge your employees have about not only the customer, but the processes used to work with a customer. You can do that if you have a single content repository to work with.
Many content management systems today are designed to store content not as html pages, but as individual components of content that can be easily reused across different web pages, mobile sites and apps, social networks and more. Managing a single version of that content is important to ensure you are always saying the same thing to your customers. These repositories can also be leveraged by other systems to provide content as well. For example, this content repository could be used by your call center support team to help customers with issues.
Now it’s important to point out that I don’t believe you can only have one single content repository where all information needs to permanently live. I believe that content integration is the key to a well-managed content repository. So you can keep your content in the other systems you work with, but find a way to integrate your content repository with those others systems.
By doing that, you can have a single location to mine for information about your customer and their interactions with you, and to use to design and build new applications or online/offline experiences. A central content repository also allows you to develop support applications that have access to customer information easily, including any information from CRM systems, traffic information, etc…
Today’s content is not only the material you use to develop your CXM strategies, it’s also the interactions customers and prospective customers have with you. Having it all accessible in a centralized content repository will help you identify, design and refine your CXM strategies quickly. If you are required to move from system to system to gather all the intelligence and information you need, you are going to spend far more time hunting and gathering, than actually doing something.
Barb Mosher is a guest columnist for MindTouch and Managing Editor for CMSWire.com. You can follow Barb on Twitter @bmosherzinck
I have young children, so I get the pleasure (and sometimes the pain) of watching a lot of children’s TV shows. The more I watch these shows, I realize that they can teach us a lot about how to implement great customer experiences. It starts with a task.
Children today are taught much differently than when I was a kid. Then it was all about paper and manual processes, now it’s a much more interactive learning process. It prepares kids for what? To enter the Internet and a vendor’s website only to find that it’s still a manual, “paper-based” process?
If you don’t know who Dora the Explorer is, I suggest you find a show online and take the time to watch it. Basically though, it always starts with Dora having some problem to solve or task to complete, and then goes through the process of her solving the problem or completing the task. Now doesn’t that sound like the basic starting point for a customer or prospect as well? Exactly. Read more…
This past week, MindTouch announced a co-developed product with the industry’s most innovative provider of web-based help desk and support ticketing: Zendesk. In case if you missed the announcement (ok, it’s time to come out from under that rock), this integration is a jointly developed solution which provides a seamless experience for support agents to search against their MindTouch TCS social knowledge base in the context of the support ticketing system. Also part of the integration, users can publish support tickets to MindTouch as knowledge base articles, in a single click. To learn more about features and capabilities of this integration visit our Zendesk integration overview.
We’re long over due for a media roundup and with March being a busy month with the MindTouch 2009 release, OSBC, and Web 2.0 Expo there are definitely some publications and buzz worth mentioning. Last month’s announcement of MindTouch 2009 was timed for the O’Reilly Web 2.0 Expo and was well received with a lot of great publications picking up the story and providing commentary. In no particular order here’s some excerpts and link-love:
MindTouch has released MindTouch 2009, an enhanced developer platform for building collaborative enterprise applications and communities. The new version includes four important features for enterprise companies considering open source collaboration:
A bi-directional messaging bus serves as a switchboard for every system, application and workgroup. Users can set up and receive change notifications when changes are made within MindTouch 2009 or to applications that users plug into MindTouch 2009, such as enterprise systems, databases, office productivity applications, Web services, etc.
Developers now have the freedom to more efficiently develop rich Internet applications and deploy collaborative apps for business automation.
Platform extensibility with a front-end plug-in architecture that enables developers to extend or modify MindTouch’s front-end without affecting the ability to upgrade the software.
Custom application development through improved metadata management.
This release solidifies Mindtouch’s strength as the leading open source collaboration platform while enabling new levels of connectivity between apps. Adding the sophisticated new notification services of team and user content updates and it’s not hard to see Mindtouch’s hundreds of thousands of installations being upgraded to full platform status, and attracting others to use this flexible software as their collaborative foundation.
MindTouch Deki is an open-source application for enterprise collaboration that sports a wiki-like interface. It allows users to organize raw data into actionable information and ensures that it’s dynamically updated from disparate, disconnected data sources.
Slated to be released in early 2009, MindTouch Deki Lyons will expose more ways to interact with the core Deki application by coupling Deki’s traditional mashup strengths with new tools for developers, such as the ability to trigger actions based on activity inside Deki or use a built-in local storage mechanism.
JEM also enables visualization of data sources and supports XML literals and better URI string manipulation for building dynamic page links. Dynamic list and map construction is supported as well. The list and map capability enables, for example, listing of customer orders above a certain amount and sales by region.
This week, DealRadar moves away from social media gaming and back to open source, this time with a focus on enterprise collaboration and service-oriented architecture, an area essential to the development of new ways of delivering software. MindTouch Deki, the flagship product of San Diego-based MindTouch,is an open source enterprise collaboration and community platform. This allows users to connect and remix enterprise systems, social tools and web services.
MindTouch aims to differentiate itself from the crowded collaboration software market by its orchestration engine, underlined by its enterprise wiki interface. As social software is on the rise, more organizations are tapping into the collective intelligence and knowledge of their systems and employees to improve operational efficiencies and productivity. Externally, they’re looking to collaborate and share information with individuals such as their partners, members, alumni, resellers, distributors, developers or customers in order to create vibrant communities.
This is the first in series of posts covering the Web 2.0 Expo starting today at the Moscone Center, in San Francisco, California. I am very excited about the number of companies offering Enterprise 2.0 tools, platforms for developers and end-(business)-users at the event this year. Many of these companies have plans to announce exciting new social-sharing features and tools at the show, stay tuned for more details.
MindTouch is an open source enterprise collaboration and community platform that enables users to connect and remix enterprise systems, social tools and web services. The MindTouch Deki i’s built with a Web Oriented Architecture (WOA), enables users to connect teams, enterprise systems, publishing systems, Web services and Web 2.0 applications to create unique content oriented experiences while maintaining IT governance.
The software seems like it could be pretty useful to businesses when trying to seamlessly collaborate content and IT teams across a web platform. And MindTouch offers a free open source software core and offers premium services starting at $2,000. Its wiki-like platform is appealing to businesses big and small, and the open source ideation seems to provide for an innovative product that simplifies complex interactions.
MindTouch is one of my favorite wikis – or it was until it became much more than a wiki, more of a development environment with a wiki at the core. It’s still one of my favourites, not least because its CEO, the ebullient Aaron Roe Fulkerson is such a lovable and crazy chap. Plus Mindtouch is open source which is all goodness.
We particularly like the Office document editing and write back capability. No more need to save a local copy of the document on your desktop. But you may get off on the advanced permissioning system, the updated revision comparison or the enhancements to the Control panel that provide better deployment administration.
Giving developers all this capability and flexibility? As social computing solutions start to become more commoditized, it is good to see that some vendors leave room to grow.
MindTouch 2009 is a commercial collaboration product which originally evolved from a wiki. The underlying core framework is open source and is distributed under the GPL.
In the new version, the developers have augmented the product’s extensibility in an effort to make it easier to integrate MindTouch with workflows that involve external tools. The new messaging bus can serve as an interoperability bridge between various components in a company’s publishing and collaboration ecosystem. One example cited by MindTouch is the ability to synchronize data between MindTouch 2009 and a WordPress blog.
MindTouch today announced the release of MindTouch 2009, “extending the development platform’s collaboration capabilities through a bidirectional message bus,” according to InfoWorld’s Paul Krill. “With the bus, push-based e-mail notifications can be sent. MindTouch is an open source platform for building enterprise collaborative applications
and communities. It offers a development paradigm for composite applications to connect teams, applications, and systems.”
One thing I have always wanted to do is have multiple properties that could be orchestrated from a central engine. I haven’t come close to doing it, but one reason I adopted Mindtouch Deki for my personal site was the possibility of using it to drive services and integrating into my other properties over time (some day). Today the folks at Mindtouch announced a new version which enhances that by adding a 2 way messaging bus. That gives me all kinds of ideas for my own stuff if I ever get to it. But there are other ideas to consider, and perhaps this is the kind of environment that you can use for a lot of research activities.
Lets say you are building a lab system that has multiple components, perhaps a poor man’s LIMS, Lab Notebook, etc. You can use Mindtouch as the central portal with changes being driven in two directions, so you can have an instrument update Mindtouch and vice versa. You can subscribe to a page and get email notifications as well, and a much better plugin interface. The interesting part of this update is that Mindtouch (and other similar platforms) are going beyond the traditional limits of a Wiki. For some tasks, classic Wiki functionality, I would still recommend Mediawiki, but if you want a platform for collaborative content management and orchestration, I think Mindtouch has made some great strides going beyond those constraints. I am looking forward to playing with the new version.
MindTouch Deki Wiki is the most sophisticated wiki-based collaboration offering in the market. MindTouch Mobile is an iPhone-optimized skin which is accessible through the iPhone web browser. It is geared to help readers consume and share data inside MindTouch.
MindTouch announced the release of MindTouch 2009, their developer platform for building rich collaborative applications and communities. With the addition of an extensible messaging bus, MindTouch 2009 automatically pushes notifications to users of commonly requested system events and page or hierarchy changes. Also, the messaging bus can serve as a switchboard for outside systems, applications and services, making it easier for MindTouch to connect disconnected systems and teams. For example, content change notifications can be automatically pushed out from the MindTouch platform to a variety of places, selected by the user, such as email, mobile devices, or even Twitter and WordPress blogs.
In the spirit of Che Guevara, MindTouch rallied the crowd at Web 2.0 Expo last week with its social enterprise collaboration revolution. Bubblicious Reporter Jolie O’Dell caught up with the MindTouch team to learn about the newly launched MindTouch 2009, an enhanced developer platform for building rich collaborative applications and communities, and a new bi-directional message bus that further extends MindTouch’s powerful collaborative capabilities.MindTouch Marketing Manager Sarah Carr explains how MindTouch is revolutionizing the way people and businesses collaborate using MindTouch’s open source enterprise collaboration platform; and MindTouch Sales Engineer Mike Diliberto talks about the new MindTouch 2009.