This document discusses digital engagement and customer experience. It notes that customer experience is based on all customer interactions with a company. It also discusses the evolution of web content management from earlier versions to current digital experience management capabilities. Mobile is described as more than just another channel, with its own interaction patterns and context. The document advocates that brands view consumer empowerment as an opportunity and lists six things brands must do to engage customers, like being open, a good listener, and consistent. Digital engagement is described as complex due to individual customer journeys, its cumulative nature, and enabling technologies.
28. Ektron CMS100 offers a cost-effective Web
content management application for Web
sites...allowing anytime, anywhere publishing.
Business users are empowered to update the
Web pages that are assigned to them. No
knowledge of HTML is necessary. It is designed
for ease of use by nontechnical business users
who create content, allowing site administrators
to control all aspects of the system, including
the look and feel and user privileges.
From this…
CMS100 v2.1, Circa 2002
28
30. Ektron Digital Experience Management enables
companies to acquire more customers and
deliver consistent, relevant content across all
digital channels in a way that can be
measured and optimized to achieve business
results.
…to this
30
41. “As we enter the era of ubiquitous computing,
winning brands will offer
transparently de-channeled
customer experiences.”
-‐
Tim
Walters,
Principal
Analyst,
Digital
Clarity
Group
41
53. “Engagement occurs when a
consumer interacts with a brand,
and elects to invest in it physically,
financially or emotionally.”
-‐
ScoO
Liewehr,
Principal
Analyst,
Digital
Clarity
Group
53