It was my pleasure to spend an hour chatting to Rusty Warner, Principal Analyst at Forrester Research recently, as he shared his philosophy with us, “You can’t win smart clients with dumb content”, a conversation which we shared with the world in a recent webinar.
While, of course, I need to make it clear that this webinar in no way infers that Forrester recommends our product, it’s striking how aligned the current conversation is around this topic; the demands of the modern, cross channel, relevant, personalized, ultra-convenient customer experience means that organizations need to take content management very seriously.
And not the boring stuff such as the governance, approvals, the not-getting-sued-because-we-accidentally-said-Teflon-once (I’ll share that story another time), but how you make content intelligent, or smart. How the delivery of a relevant customer experience cannot just rely on a fragile, rat’s nest of individual rules which ties the consumer to the content, but that content needs to understand its own context, so that it knows what other kinds of content this consumer might like.
If you were at this year’s OMR event in Hamburg you will have seen me waving my arms around about this as I explained how a Gianfranco Zola coffee mug could find its way to me based on demographic and cultural data. Don’t know Gianfranco Zola? Don’t worry, neither did the audience, but the important bit was that this mug was highly relevant to me and that’s all our audiences care about, that we can help them .
So how can you do this? Well Rusty is not one of those analysts who’s high on rhetoric and low on practical advice. I know from experience he’s a been-there-done-that kind of dude. Rusty shared some tips about “customer obsession” and how to break down the content silos to make this happen.
The webinar was interactive and personally I found the polls really interesting. The Q&A was even better, some really good questions and a very decent discussion.