Evaluating Web Content Management ROI - Slide 3

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Improved Efficiencies

Reduced customer service costs can also serve as a source of ROI for WCM investments. For example, visit Bank of America’s help page. The first item listed on the site concerns how to find a routing number. This is a very simple question to answer, and by making the solution easily findable for users on the website, Bank of America reduces a large number of unnecessary calls to its customer service department. Companies with call centers can reduce their most frequent call center questions by placing the answers to those questions in frequently asked questions (FAQ) pages or help updates on their website. While these savings are not as significant as those resulting from reduced publishing efficiencies, they can be extremely relevant in industries such as telecommunications, where call center support is a significant cost driver.

Companies in a variety of vertical industries are rapidly adopting Web content management (WCM) systems, and every vertical has a unique set of business drivers. Media and entertainment companies turn to WCM for content delivery and monetization (digital advertising, digital video, digital signage, in-game advertising, podcasts, etc.), while global brands are investing in WCM to extend their brands digitally both far and wide (i.e., cross-device/platform, social media, transactional marketing, etc.). Financial services, government, business-to-business (B2B), manufacturers, and healthcare/pharmaceutical companies are also investing heavily in the WCM category.

According to Siteworx, Inc., an interactive agency specializing in WCM and CMS deployment, search and analytics, while there’s still room for significant growth in the category, by all accounts, we’re entering the late-majority phase of WCM adoption. Businesses that fail to seriously consider how a WCM solution can drive business value will soon find themselves at a significant competitive disadvantage.

WCM represents a significant investment, which is why a comprehensive understanding of return on investment (ROI) measurement is vital. Ideally, companies will conduct an initial ROI calculation prior to their first implementation. This calculation can be difficult given the significant unknowns associated with re-engineering business processes and understanding target audience needs. However, an attempt should be made to create a baseline from which to assess future scope and enhancement decisions.

This slideshow features the key areas Siteworx recommends examining when calculating WCM ROI.

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