Components that help online publishers maximize customer relationships
Through the use of multiple technology partners, online publishers have the ability to organize their customer relationships. Due to its nature, a customer experience management system is as strong as the sum of its parts, which can increase the efficiency of an online business by automating numerous processes.
A customer’s experience with a company is detailed by many individual interactions; from the actual content and products a company creates to the communications customers have with employees.
It’s worth noting that while we are going with the convention of calling this a customer experience management system, the orientation is somewhat retail focused. A media company might also call this same system an audience experience management system.
The following nine elements are valuable components of a customer experience management system. For each element, we’ve included a sample system that we recommend.
Elements of a customer experience management system
Web Content Management System: A web content management system provides you the opportunity to store and publish content while maintaining a collaborative environment. Many content management systems offer a user-friendly experience, making an in-depth knowledge of coding unnecessary.
WordPress is the web content management system that the Mequoda Daily is run on. System administrators can easily set parameters for the activities users can engage in. WordPress administrators can conveniently monitor comments left by audience members on blog posts and respond to them in a timely manner.
Web Publishing Software: Publishing through the web requires the use of some form of HTML formatting. Web publishing software allows operators to graphically layout web pages and email newsletter design templates before placing them live online. Dreamweaver is a popular option for designers and website publishers that has the ability to present audience members with high-quality content.
Digital Magazine Publishing Software: With the tablet revolution fully underway, and the height of it yet to come, publishers are working on producing the highest quality tablet content possible. To produce media-rich content for tablets, a certain type of software is needed. The Adobe Digital Publishing Suite is one such solution.
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Digital Asset Management System: With an array of publishing options, publishers want to increase efficiency and present their content through any channel their audience prefers. WoodWing is creating publishing options that allow operators to streamline their content distribution endeavors.
Email Service Provider (ESP): An ESP provides email services to clients, including bulk mailings and a usable ISP. With multiple options and tiers, we recommend all serious online professionals choose top-tier organizations that present you with a dedicated ISP, email analytics, whitelisting services and dedicated customer service. Lower quality options can hurt your email reputation permanently. We use WhatCounts, a top-tier ESP for our email campaigns.
Web Analytics: Tracking your online activities, including website traffic, conversions and sales helps online publishers monitor the health of their business. Analytics also helps content managers uncover the most popular content on their website, which is an indication of their audience’s preferences. Google Analytics is a preferred analytics package for many as it’s free and very customizable.
Social Media Publishing: Social media has become a staple for engagement for online publishers. Active and informed social media users can easily turn a site like Twitter into a top traffic source.
The growth in social media has led to more users and more conversations; which can translate to bigger, more responsive audiences. Social media specialists often use HootSuite for automating and tracking their social media activities.
Commerce Management: More sales are taking place online than ever before. The management associated with eCommerce needs to offer a high degree of customization and flexibility so brands can get exactly what they need to please their customers. Magento is one platform used by thousands of merchants worldwide, large and small.
Customer Relationship Management System: Social enterprise is quickly becoming part of today’s online business strategy. Companies want to connect with employees and consumers – and allow those groups to connect with one another. Some businesses are presenting this opportunity through cloud computing so software isn’t necessary. Salesforce.com is one example of a company creating social enterprise experiences.
Do you have your customer experience management system (CXMS) in place? How many system options are you using to complete your CXMS? Please add your insight to the comments below.
