Content x context = customer experience: driving a more personalized experience through web content management

Content x context = customer experience: driving a more personalized experience through web content management
Document type
Corporate author(s)
Date of publication
25 July 2013
Trends: economic, social and technology trends affecting business, Management & leadership: including strategy, public sector management, operations and production
Business and management
Material type

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This report contains the results of Accenture’s 2012 Chief Marketing Officer (CMO) Insights survey, which reveals that consumers’ expectations for relevant experiences are impacting long-term marketing strategy - more so than any other trend. Giving people the best customer experiences possible is a business fundamental - one that has taken on more complexity in the digital era. While today’s CMOs recognize the importance of relevance, this report shows that many companies still lag in execution. Implementing a digital marketing platform in a large organization often starts slowly and takes considerable time and effort. This report gives key steps companies can take to help demonstrate success early on and build momentum:

  • Test and learn with a pilot program - Teams typically pick a pilot in an area of the business where the ramifications are less critical or impacted by implementation issues. However, a good pilot needs to be complex enough to demonstrate its success and applicability for other areas of the business.
  • Address the culture change - Getting the business to operate in the world of personalized experiences is a significant cultural change. Without a clear vision that is adopted and communicated from the top down, it is hard for businesses to define the metrics and measures of success required to justify this change.
  • Restructure business operations and governance - The web content management platform changes the speed with which businesses operate. And managing at speed requires the redesign of processes and work streams, and realignment of roles, resources, assets and teams to produce value from this new capability.

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