Customer Experience

Mainstream consumers are going online in droves, demanding digital experiences that are intuitive, engaging, and relevant. What happens when experiences don't measure up? Consumers take their business elsewhere or, worse, they use new social channels to warn others off. Improving the customer experience requires the help of multiple constituents and roles within an enterprise, not just the folks in:

1. sales,
   
2. marketing,
   
3. and customer service.
   

Information and knowledge management professionals who support :

1. eBusiness,
   
2. multichannel,
   
3. and Web content management initiatives can drive significant improvements in customer experiences.
   

How? By putting more emphasis on using content to help customers — whether it is providing relevant information when customers buy a product or delivering easy-to-use or understandable content for customer self-service Web sites — rather than simply focusing on how to create, manage, and search for content.