Five Critical Customer-Experience Management Capabilities for 2014

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Documentation: Automate content across every channel

One of the most critical, overlooked aspects of the customer journey is post-sale support. But by utilizing structured content to its full potential, companies can reinvent their technical documentation to deliver a modernized self-service support experience that turns customers into advocates.

Just by moving to structure, companies can greatly increase content reuse while simultaneously lowering translation costs. However, to deliver documentation publications on time, and quickly and easily track content across multiple forums on a budget, the proper documentation solution is critical. It has to integrate with standard automated publishing processes, but also support internal collaboration among subject matter experts as well as integrated analytics to determine if customer needs are being met. Lastly, with the right solution, documentation can be personalized and provided to customers in their preferred format, in any language, on any device. That immediacy of access helps solve problems before they escalate to traditional support channels. If you can save customers time, they will show more loyalty.

As the number of interactions and touch points with customers continues to increase, from mobile to social to digital channels, the customer experience process has become extremely complicated – and unfortunately, the technology is left fragmented.

To streamline the process and strategy, CIOs should ensure they have resources in five key areas: Web content management, marketing campaign automation, ecommerce optimization, documentation and language/localization. Each provides unique benefits to enterprises – and ultimately – the consumer itself.

In this slideshow, SDL's Howard Beader walks through the five customer experience capabilities that CIOs and CTOs should ensure they are prepared for in 2014.


Related Topics : SharePoint, Web Video and Voice Conferencing, UK, MySpace, Intranets

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