Archive for September, 2013

5 Biggest Mistakes In Digital Revamps

Siva Ganeshanandan, Director, Adobe Marketing Cloud, APAC – LinkedIn, @sivagatwork

Siva's BioI had recently held a webinar session where I shared the 5 biggest mistakes companies make when they revamp their content management platforms. For those of you who have missed out on the webinar (or even for those who attended), here is a brief summary of what was discussed:

 

1)      Forgetting about Interdependencies

The first one is actually a combination of 3 similar mistakes people make, that I have grouped together. The first one is spending too much on technology and not enough on people, skill or allowing enough time.  The Ying to that mistake’s Yang, is companies that don’t spend anywhere near what they should on technology, and expect developers and services to make up for it.  The third of these is when designers have no sense of how the Content Management platform works, or developers of things like template on the system have no idea what the design is/will be.

What does it look like when it’s happening? Well, the first symptom based on the lack of investment in time & skills, is that what you saw in the demo and what you get are wildly different. If the balance has gone too far the other way, and you haven’t bought a robust enough platform,  every time you want something change, it requires new development. When this happens – you know you’ve made this mistake. If you hear anyone in the team say ‘that design is not supported’, or if small design changes cause a lot of development effort, you know you have made mistake number 1.

What can go wrong?  You have a great tool but it’s not going anywhere and you’re not getting a return on our investment.  You might have initially gone for lower cost solution, but years down the line you end up spending more than if you bought the premium product at the beginning due to development cost. In addition, you get an unmanaged part of customer experience where your design is compromised as well as usability.  Businesses units start rolling out lots of little sites, hosted elsewhere, because your platform slows them down.  What’s wrong with that ?  The biggest challenges are around customer experience consistency, gaps in marketing data and unnecessary cost.

How do you avoid it? Scope out the market and understand which solutions are best suited to you. The platform that you have is important to your business like it never has been before.  Look again about the business case.  Invest more technology, in the people and  skills and don’t forget to include the agency and design right from the start.

 

2)      Mobile

A lot of companies recognise that Mobile is important but have built mobile and ‘web’ sites independently from each other.

What does it look like when it’s happening? You end up having different projects for the mobile site and vendors for mobile apps which end up working in silos. When we think about mobile, most people think of responsive design however this is not enough as there needs to be more thought on mobile user’s situation – what are the majority of people doing on their mobile vs laptop vs tablet etc.

What can go wrong? Customers end up having a bad mobile experience which leads to missed opportunities and low conversion rates. Mobile traffic in the digital space is growing tremendously and companies need to get it right in order to capitalise on it. In addition, if you happen to have built your mobile and website separately, it can mean double the cost of maintenance as well as black spots in your marketing intelligence as you will have two sets of data that are not unified.

How do you avoid it? Have a workflow that automates mobile friendly content. Go beyond just responsive design and think about customer usage and situation.

 

3)      Data

Lots of revamps tend to happen without enough data to back up decisions. This mean there is a poor understanding of customer attitudes and a lack of knowledge of the customer behaviour. Companies are then in dark, not knowing what content is important to their customers and what isn’t.

What does it look like when it’s happening? Many decisions are based overly on design or gut feeling. This on its own is not good enough; basing a revamp purely on design will not allow you to know what content to migrate to your sites. Do not just let the HiPPO (Highest Paid Person Opinion) make a lot of decisions, gather and understand your  data and facts to base your decision on.

What can go wrong? You end up with a pretty site that looks nice but is not what your customer want or need. This might initially lead to positive reviews but followed by flat or lower engagement and conversion. In the end you have wasted effort and useless content that don’t resonate with your customers.

How do you avoid it? The main key is to understand the customer through multiple sources of data – behaviour, attitudes, how they interact with your content and services.  This includes running A/B and MVT tests on relevant experience that you currently have or are considering as part of the revamp.  It is straightforward, very powerful to understand your content effectiveness – which content is making your customers convert (see webinar).

Screen Shot 2013-09-26 at 11 48 53 AM

 

4)      Usability for Your Users

Companies expect users to bend their business to the requirement of the system – this is frankly, not going to happen. Furthermore users might find it painful to manoeuvre through your web properties which in turn mean they end up having a bad user experience. Another thing is not considering the agency’s role in the experience production cycle.

What does it look like when it’s happening? When describing how to use the system, it requires you and the team to do things differently – log into multiple screens, change processes.  If you only see only IT people gather all the requirements, it’s time to stop and think about who else can be involved in the project and decision making.

What can go wrong? One of the most common things that we see is that content doesn’t get managed which leads to stale content and spiralling agency cost for simple tasks. Another challenge you might get is that non content owners are writing the content which again leads to bland content.

How do you avoid it? Spend time to understand and document the workflow including: content production, approvals, agency, developer, digital assets and apps. Make the experience as seamless as possible, remove every intermediate step that is not necessary. In addition, invest in SSO (Single Sign On), in Custom e-mails for approvals, in Automated Translation Workflows and in Wizards and Forms that help the user. The rule of thumb is keep going until building it in the platform is easier than writing a work document to get someone else to buy it.

 

5)      Personalisation

This is really about companies that think one size fits all. You end up having an experience that is not personalised to the customer or personalised in one dimension.

What does it look like when it’s happening? When there is no data discussed during any of the design decisions, there will be no personalisation as there are no facts on customer behaviour etc.  Then, when you require personalisation, there is a requirement to do development for any targeting.

If you are told there is a release cycle for segments takes a long time, there is no talk of offline data and there is no link to advertising – this is a problem. Most technologies today should be able to provide you with such requests.

What can go wrong? You might lose marketing share/high support volumes or by a slow decline, where it will take you longer to release it has gone wrong.  Your competitors are already doing personalisation and you are missing out on converting customers.

How can you avoid it? First thing is to get the data, this includes offline data and advertising performance data.  Then consolidate the audience persona.  You need to understand your customer in order to better inform your marketing efforts and enable better servicing of your customer. Second is to think about customer segments and designing content for each segment/persona. Lastly, don’t forget about advertising – audience management is a well-established to drive better targeting of ads – it’s a simple step to bring that capability to your owned media.  However, it’s something that is only just being started to be done.

 

This is just a brief summary of what was covered; to find out more on what was discussed (including a bonus mistake) listen to the webinar and download the presentation via the links below:

Click here to listen to the recorded webinar.

Click here to download the presentation slides.

Click here to download the Forrester Wave Report & other Whitepapers.

 

Join us at our next webinar, ‘Measuring the Success of Your Mobile Sites and Apps’ taking place on 10th Oct. Click here to register now!

5 Pitfalls To Avoid When Doing A Digital Revamp

Don’t plan a web, mobile or portal revamp until you attend this webinar. In this session, with case studies from Adobe, leading agencies and some of the leading legacy CMS systems we will share with you the 5 biggest mistakes companies make when they revamp their content management platforms.

Find out why they are mistakes, costs companies had to bear, and how to avoid them.

Date:    19 September 2013, Thursday

Time:

9.00am – 10.00am India, Sri Lanka
10.30am – 11.30am Thailand, Indonesia,
Vietnam
11.30am - 12.30pm China, Hong Kong,
Singapore, Taiwan,
Macau, Malaysia, Philippines
12.30pm – 1.30pm Korea
1.30pm – 2.30pm Australia
3.30pm – 4.30pm New Zealand

Format:  Online Webinar

Great Eastern – Embracing a Healthy Digital Future

Great Eastern, headquartered in Singapore and the oldest and most-established life insurance group in Southeast Asia, was the first company in the world to implement all five digital marketing solutions in one agreement, rolling out Adobe Analytics, Adobe Target, Adobe Experience Manager including Scene7, Adobe Media Optimizer, and Adobe Social. Adobe Marketing Cloud has become the technology platform that is powering a transformational strategy that redefines standards in customer engagement and service.

Watch Christopher Wei, Group CEO of Great Eastern Holdings Limited talk about how Great Eastern is embracing the digital future with Adobe Marketing Cloud:

Customer service on Social: Time to get your act together

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi, Adobe Systems India (319)With more than a billion people now using social media worldwide, it’s not a question of whether brands will offer dedicated customer service options on social but a question of when. Even if brands choose not to join in the conversation on social, their customers will still be talking about them – the good, the bad and the ugly.

Recent research revealed that over 56% of customer tweets to companies are being ignored. Nearly all of the top brands (95%) are active on Twitter, yet only 23% have a dedicated customer service handle. The Realtime Report, recently conducted a study testing the response rates, prioritization and timing of 14 leading consumer brands and had startling results where only 14% of the tweets were answered!

Social media gives brands valuable customer insights and the chance to gain new insight into what the customer really needs and wants.  Brands should leverage this and realize the importance of customer service especially at a time where customer loyalty is volatile as consumers can jump on the internet, see negative comments and reviews, and find another company to fill their needs. It is not enough just to have a presence on social. Engage with your customers and the best way to do this is through excellent customer service.

Some tips on interacting with customers on social:

Listen, listen, listen

The best way to understand your customers is to go onto social platforms and search for conversations around your brand. Make sure to expand your keyword search, entering not only your brand name but products as well as words associated with your brand. Monitoring all the various social platforms manually is tedious at best and impossible at scale, so investing in a good social listening tool is necessary. Adobe Social allows you to monitor all your social communities in one aggregated platform.  Through its very cool (and extremely handy) Twitter and Facebook moderation handle, you can easily do a keyword search to discover who is talking about you,  how many followers that person has and can respond directly to the person or escalate it to someone else in the team to respond, such as a product specialist.

Take Action!

It is not enough just to identify where and what your customers are saying on social, you need to take action if necessary.  If you come across a customer tweet or Facebook comment, especially if it’s directly on your brand page, do not ignore it! There is nothing a customer hates more than being ignored. The number one rule for successful social media customer service is action. At least acknowledge you have heard their concerns and either address it directly or escalate it to the appropriate person.

Don’t just respond, do it swiftly.

News travel fast on social, so brands need to respond quickly, especially with complaints. Acting swiftly can stop the fires from spreading, and reinforce a brand’s commitment to customer care.  However, this is not an excuse for panic reactions – there should be set guideline responses, and staff need to be trained to escalate potential issues to the right person immediately if a quick response is needed.

We’d love your comments and feedback.  Do you have any tips for brands and their online customer service?