Digital experience management – web content management for the omnichannel age?
Summary
“So, the key thing is to plan for that from the start by introducing not just a technical build and set-up project, but also a coherent enablement programme.” Friar cites the example of tackling one element of a DXP initiative in the shape of personalisation, an approach that many organisations embrace rather than going for a “big bang” implementation. “You also need effective processes around your content workflow and approval systems – it’s a huge organisational shift.” As a result, Friar recommends taking an agile, iterative approach to this kind of programme. “This is a pretty big puzzle to solve, so most organisations will have done one or two bits well, but a clear roadmap will help them focus on their priorities for the future.” Macmillan Cancer Support is in the process of revamping its digital estate in a bid to provide stakeholders with a more personalised experience, a key element of which is offering relevant content at the time of need. As a result, says Dodd: “At some point, you have to pull the cloth off the dinner table and restock.” To do so, the charity decided to re-platform its website onto Sitecore’s digital experience management system on an “audience by audience, need by need” basis, with the eventual goal of decommissioning the old site and operating on a single CMS. The organisation has now also introduced an authentication and registration system to provide service users both with an account and their own personalised dashboard, which includes access to tailored, curated content and acts as a launch pad to an online community group.