Top 10 Predictions for Customer Experience Management (CXM) in 2012
In this blog post we would like to share our thoughts on what we are most likely going to see happen in the Customer Experience Management (CXM) market in 2012.
1: Measurable KPIs for Each ChannelWith the introduction of more channels for content distribution like Web, mobile, iPad and native Apps, we will see that there must be a requirement for better tracking of how good a specific content item is doing in the different channels. Many players have been experimenting with content distribution in the different channels, but in 2012 will we connect the KPIs for the different content items and channels and use this as a decision tool for both improvements for customer engagement and investment strategy?
2: Personalized Content Navigation to Cope with Content Growth
We are experiencing an exponential growth in content today. According to Google's Think Quarterly, "In 2003, a total of five exabytes of data existed. Now we generate that every two days." Gartner states that, 90% of all content has been created in the last 2 years. This means that one cannot realistically manage all that content in a editorial way with traditional hierarchical navigation. There is also a huge need to deliver different types of navigation and content selection for different users. We will see much more introductions of personalized and search based technology to deliver navigation and content recommendations. This is both to deliver better conversion (typically for e-commerce), more traffic (having more targeted content for media visitors and increase the traffic), as well as reducing the time to find content in a typical self service situation. This requires both better analytics as well as the possibility to instantly being able to deliver personalized content.
3: Mobile First is the new de facto Standard
We have seen more and more organizations, pioneered by the media industry, going so called "Web first" with their content production. When we look at 2012, there will be huge investments into solutions that are first and foremost targeted towards mobile devices. This is because we are seeing more and more of the Internet traffic from mobile devices and also because the trend in emerging markets where the users are simply bypassing the traditional computers and have their first online experience with mobile devices. Big investments that are being for 2012 will be based on a mobile-first strategy as the main rule and not as an afterthought.
4: HTML5 Gaining Momentum over Content-Driven Apps
We have seen a huge boost in Apps for content-driven media companies over the last few years. But many things have happened since Wired claimed the end of the Web. This year we have seen several large players in the media industry that have dropped investments in native Apps for the benefit of cross-platform HTML5 apps. The Financial Times, Swedish Television and Norwegian Broadcasting are a few examples of large media companies going all in for HTML5 in favor of native Apps. In 2012, this trend will continue to grow and most content-centric Apps will be in HTML5 vs. available in a native App. I wrote some notes on this earlier this year in this blog post on HTML5 vs Native Apps.
5: Traditional Businesses Going Mobile
2012 will be the year when traditional businesses are going online and more specifically available from mobile devices. We have seen several types of organizations going for a Web First strategy and moving more of their operations, communication and processes online. In 2012, we will see that most organizations will consider making mobile Internet the main part of their strategy. I foresee this for all types of organizations from the more obvious like plane, train and ticket offices and general retailers that already has taken the move. But also, organizations like car companies/sales offices and banks will see the mobile devices as an integral part of the targeted communication, self services, transactions and process management.
6: Shops as a Part of a Holistic Content Approach
Social media integration, user reviews and best practices descriptions will be tightly integrated with personalized e-commerce offers. The key is to provide the appropriate context to deliver all necessary information for a purchase decision on the customer's fingertips. Content management platforms will provide a holistic access to billable service offers, physical goods and payable content.
7: Workflow Support will Become Business Critical
Customers also expect short-term answers to their inquiries over digital channels. This results in the requirement that activities in digital customer touch points have to be monitored and processed according to the organizational rules of the website owner. Content Management, in 2012, will provide more and better business process support and adaptable workflow features.
8: Self Service
Organizations have to become more efficient and responsive in order to stay competitive. Online self-service offerings may, on the other hand, not compromise the service quality compared to human services. Seamless and proactive service offerings will need powerful service support tools and integration to legacy systems.
9: Hyperlocal Services Kick In
"Hyperlocal" refers to the emergent ecology of data (including textual content), aggregators, publication mechanism and user interactions and behaviors which center on a precise location for the benefit of residents and other individuals who have an active interest or concern in that location or community.
Hyperlocal content is characterized by three major elements:
a) It refers to entities and events that are located within a well defined, community scale geographic area.
b) It is intended primarily for consumption by residents or other regular visitors in that area.
c) It is created by residents of the location for their community (but this last point is discussed because, for example a photo can be hyperlocal but not locally produced.)
With the increased use of mobile devices, local content will become a growing expectation and opportunity. Via increased user-acceptance of location based services (LBS) users will expect online destinations to provide filtered content based on local needs and opportunities. Customer experience will be increased by focusing on the provision of personalized and localized information. Commercially, funding is likely to grow via advertising from local businesses keen to support and supply residents in the locality. Last but not least users shall be enabled to contribute hyperlocal content for the benefit of their community.
10: TV is the new Mobile ;)
Collaborative browsing of interactive content offerings on the TV screen will change family life on the sofas in our living rooms. Large screens on the walls of our homes will be used to share our digital diaries, enjoy web-based entertainment, purchase products and gather knowledge. TV will be the next channel in the multi-channel challenge, modern web content management systems need to solve. Web on TV will also create navigation challenges - voice-controlled web navigation is around the corner….